The LinkedIn Strategy That’s Changing My Business

For years, I thought LinkedIn was for finding jobs or humble-bragging about work achievements.

After following the likes of Justin Welsh and Jasmin Alíc, I realized LinkedIn spells opportunities for creators. But I still didn’t take it seriously because I focused on SEO.

Big mistake!

The engagement and reach on LinkedIn are far better than those on other social networks. It's less noisy than X, and unlike Facebook or Instagram, you only need to post several times a week.

So, last year, I started writing on LinkedIn and doubled my account size. I also started attracting higher-paying clients.

One year in, I wish I'd started writing over there sooner.

Why?

Well, business owners use LinkedIn in a work mindset. They're not doom-scrolling or falling down engagement rabbit holes. Many have disposable income to spend on your products and services.

The platform is underserved for creators, too. Far more people lurk versus create, so you can easily stand out if you press publish.

Short, punchy sentences work best when writing content - think James Patterson’s style prose. Hook them with a great first line, then keep them reading. I keep a library of high-performing hooks, which I can give you if you want to work with me (reply to learn more).

To succeed, your profile should work like a landing page. Include a clear banner offering something free or a compelling call to action. I designed mine in Canva with social proof from companies I've worked with.

The "About" section isn't your life story. Describe how you help your ideal client. Sprinkle in social proof.

Growing on LinkedIn is unlike any other network. On X, following someone doesn't guarantee reciprocation. Facebook page likes are meaningless. Instagram follows are hit or miss.

But on LinkedIn? Send a connection request, and your content will appear in their feed if accepted. You can send up to 200 requests weekly. I don’t know any other network that enables creators to grow like this.

The platform rewards consistency. Post 3-5 times weekly. I tried seven days but found five hits the sweet spot.

The algorithm loves native content. While tools like Buffer and Taplio work fine, I've found better reach posting directly on LinkedIn. Your mileage may vary.

I spend 30 minutes daily on social media, including LinkedIn. I comment on relevant posts and engage with new connections.

The platform feels more relaxed than other networks. It'll be interesting to see how LinkedIn evolves with its push into video, although I dislike short-form video.

The math of LinkedIn growth is simple: 200 connection requests per week + 3-5 posts = predictable audience growth.

When you’ve dialed that in, pitch your services through DMs or calls.

Now, a caveat:

The algo on any network, including LinkedIn, is changeable.

So, prioritize building your email list via CTAs at the bottom of your posts as a type of digital insurance policy.

I breakdown my LinkedIn organic strategy below.

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My video is part of an entire YouTube playlist where I detail how to start writing on LinkedIn, grow a personal brand, and land clients.