Your next contract is already researching vendors on LinkedIn—today we show you how to be the profile they trust. On this episode of the Steel Kings Podcast, we sit down with author and strategist Al Kushner to break down a practical, repeatable LinkedIn playbook built specifically for builders, steel dealers, and manufacturers who want qualified leads without living on the phone.
The shift is simple but powerful: speak to outcomes instead of offerings, educate instead of pitch, and turn your LinkedIn profile into the clearest answer to a buyer’s biggest questions.
We dig into what actually moves the needle—outcome-driven headlines and summaries that signal authority, content pillars that balance education, project results, team credibility, and light promotion, plus the underrated force multiplier of LinkedIn newsletters that land directly in inboxes and bypass spam filters. You’ll hear concrete examples, including how to frame a 60×100 building as a schedule win, why decision-makers respond to “how we saved three weeks” more than “look at our building,” and how a single video can become ten posts when sliced by challenge, process, and result.
Then we get operational. Al maps out a lean weekly cadence any small team can sustain: 20 minutes a day for engagement, one to two hours a week to batch content, and simple analytics that prove ROI. We cover targeting by role, industry, and geography; using LinkedIn lead-gen forms to improve conversion; and tagging sources inside your CRM to reveal shorter sales cycles from pre-educated buyers. Along the way, AI shows up as a drafting partner—not a replacement—helping articulate value faster while keeping your voice intact.
If you’ve ever questioned whether LinkedIn is worth the effort, this conversation delivers the numbers, language, and steps to turn it into an always-on sales engine.
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Learn more about Al’s work and find his book at linkedvantage.com/audit.
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This episode’s sponsor:
Studio Sponsor — J Money LLC
