LinkedIn is more than just a platform for job seekers; it’s a powerful tool for CEOs and founders to build their personal brand, connect with their target audience, and unlock new opportunities. However, making the most of LinkedIn is a long-term endeavour that requires consistency and strategy. Here are some key lessons every leader should keep in mind when diving into LinkedIn.
1. It’s a Long-Term Game
Building a presence on LinkedIn takes time. Many CEOs and founders expect immediate results, but the reality is that it can take up to a year before your content really starts to gain traction. While a ghostwriter can help you get started, eventually, it’s essential to take full ownership of your posts. Your brand is shaped by your thoughts, expertise, and experience. The more authentic and personal your content, the more effective it will be in positioning you as an industry thought leader.
2. It Will Open Doors You Didn’t Know Existed
As your presence on LinkedIn grows, so will your visibility. You’ll find that people at trade shows recognise you, and opportunities may come your way that you never anticipated. From creating a pull mechanism for investors to increasing your status within your business ecosystem, LinkedIn can unlock a world of opportunities if you stay consistent.
3. Meme-Type Content Builds the Wrong Audience
It’s easy to get caught up in the numbers—especially when posts like memes generate thousands of likes. However, the engagement you get from these posts often doesn’t translate into meaningful connections or business opportunities. For example, many of those engaging may not even be potential buyers. Instead of chasing likes, focus on creating impactful content that speaks directly to your target audience.
4. The Right Template Can Make Your Posts Fly
Templates are an invaluable tool for structuring effective posts. This doesn’t mean copying other creators; it’s about following proven structures that work. For example, using hooks, cliffhangers, and easy-to-read formats can significantly improve engagement. Look at successful posts in your industry for inspiration and create a repeatable content strategy.
5. Transparency and “Working in Public” Content Are Game Changers
Sharing financials or behind-the-scenes details about your business is a powerful way to stand out. For instance, revealing the financial performance of a SaaS business with $23m ARR is virtually unheard of, and it cuts through the noise. People love transparency, and sharing your successes and failures will resonate with your audience on a deeper level.
6. Engaging in Comments Early Boosts Your Posts
The first couple of hours after posting are critical. Engaging with comments quickly can increase your post’s visibility and improve its overall performance by about 33%. Beyond that, interacting with your audience regularly gives you a pulse on what they care about, which can guide your future content.
7. Engage with Other Influencers in Your Ecosystem
Networking isn’t just for in-person events. Engaging with other influencers in your ecosystem helps you grow your audience. By regularly commenting and engaging with key figures in your industry, you’ll naturally start to attract more of their followers.
8. If You’re Not Pissing Anyone Off, You Aren’t Going Hard Enough
It’s inevitable that as you grow your presence, you’ll face criticism. While it may be uncomfortable at first, negative comments can actually help your posts perform better. Controversy and debate can drive engagement, so embrace the fact that not everyone will agree with you.
9. Video is a Superpower
Talking head videos are an excellent way to build trust with your audience. Letting people see your face, your mannerisms, and how you communicate allows them to connect with you on a personal level. This is one of the fastest ways to build rapport and credibility.
Takeaway:
Every CEO or founder should be leveraging LinkedIn, but it’s not something that can be done half-heartedly. To truly see the benefits, you need to invest the time to understand how the platform works, measure your results, and adjust your strategy. Without this commitment, you may find yourself frustrated or resorting to posting memes for likes, rather than building a meaningful presence.
Master LinkedIn, and it will become a key tool in driving your business forward.
