Murphy rejects the idea that LinkedIn belongs only to formal business-to-business sellers. Buyers are people, so personality, interests, values, and a strong personal brand can create relationships that eventually direct attention toward almost any kind of business.

Business buyers still make decisions as people.
A personal brand can lead attention back to a company.
The company page acts more like a credibility destination than the primary relationship engine.
Personality and values are relevant even in professional contexts.

“you should treat it like B to C because the people that are buying are people.”
Marcus Murphy · 11:23

“It's H to H if you want to build a human to human relationship, like this is the platform and you can't sleep on it.”
Marcus Murphy · 09:42

#personal brand#b2b#human relationships#linkedin

Hot Take· 1

Hot Take27:25

Why LinkedIn Could Outperform Instagram and Facebook Reach

Jasmine contrasts the engagement available on LinkedIn with the much lower organic percentages creative entrepreneurs commonly encountered on Instagram and Facebook. Murphy cautions that the advantage will change, but argues that entering early can build an audience before distribution becomes more restricted.

Creative entrepreneurs often defaulted to Instagram or Facebook.
The episode cites substantially stronger engagement potential on LinkedIn.
Early participation can establish an audience before algorithmic conditions tighten.
An existing community provides some resilience when platform reach changes.

“Marcus is saying 40% on LinkedIn.”
Jasmine Star · 27:45

“But also at the same time like it will change.”
Marcus Murphy · 27:59

#engagement#early adoption#instagram#facebook#linkedin

Explainer· 1

Explainer07:57

Why LinkedIn Offered an Unusual Organic-Reach Window

Murphy argues that LinkedIn had the audience scale of a mature platform but content creation remained concentrated among a small minority. Because interactions could expose posts to participants' networks, a relatively small number of active creators generated billions of weekly impressions.

LinkedIn had approximately 675 million users at the time discussed.
Only a small share of users were creating content.
Interactions could distribute content beyond the author's direct network.
The imbalance created unusually strong organic reach for active creators.

“The stats are 9 billion content impressions a week in the feed on LinkedIn.”
Marcus Murphy · 08:40

“So 3% of the entire population of the only people they're sharing content and what that's called is an opportunity that's also called viral.”
Marcus Murphy · 08:55

#linkedin#organic reach#social media#distribution

Story· 1

Story03:13

The Wedding Email That Started a Long-Term Business Friendship

Marcus Murphy originally contacted Jasmine Star while planning his wedding and persuaded Jasmine and JD to photograph it in Syracuse. He remembers their generosity as evidence that successful people could still choose to help others, and the relationship later came full circle through their LinkedIn conversation.

Murphy initiated the relationship through a persuasive personal email.
Jasmine and JD traveled to Syracuse to photograph the wedding.
Murphy says their generosity gave him hope and motivation.
The friendship later created an opportunity for Murphy to share his expertise.

“I wrote an email basically begging Jasmine and JD to come shoot our wedding because we were too poor to afford them.”
Marcus Murphy · 04:23

“there's still good people in the world who want to bless other people.”
Marcus Murphy · 04:56

#friendship#generosity#networking#origin story

Q&A· 1

Q&A12:21

Can Brick-and-Mortar Businesses Benefit From LinkedIn?

Murphy concedes that brick-and-mortar companies are not LinkedIn's most natural fit. Even so, an owner or team member can build a personal presence that sends relevant attention back to the business, making the individual the bridge between professional relationships and the company.

Some business models fit LinkedIn better than others.
Brick-and-mortar promotion may not work best through a company-first approach.
An owner's personal visibility can still generate business attention.
Strong employee brands can collectively strengthen a company.

“Like brick and mortars are not like the best thing on LinkedIn.”
Marcus Murphy · 12:29

“the businesses that are doing really well have really strong groups of people who have strong personal brands that point back to the business.”
Marcus Murphy · 13:11

#brick and mortar#personal brand#business marketing#linkedin

Takeaway· 1

Takeaway44:54

Be Available Where People Are Willing to Talk

Murphy explains that people trying to reach him may use Instagram, LinkedIn, Twitter, or email. Instead of forcing every relationship into one preferred channel, he treats cross-channel availability as a way to notice interest and move the conversation forward.

Different contacts prefer different communication channels.
A missed message on one platform may surface through another.
Omnichannel presence can reduce friction in relationship building.
The objective is the conversation, not loyalty to one platform.

“The best thing is to be omnichannel and like go where people are willing to have the conversation.”
Marcus Murphy · 45:04

“Like go where people are willing to have the conversation and be omni-channel with it on social.”
Marcus Murphy · 45:16

#omnichannel#communication#social media#networking

Frameworks in this episode

Conversation-Optimized LinkedIn Profile

LinkedIn Conversation Flywheel

Insights & moments

⚡Myth Buster· 1

LinkedIn Is Human-to-Human, Not Just B2B

◆Hot Take· 1

Why LinkedIn Could Outperform Instagram and Facebook Reach

✶Explainer· 1

Why LinkedIn Offered an Unusual Organic-Reach Window

❝Story· 1