Leads vs Likes On LinkedIn

Remember what you’re posting for…

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As a business owner, whether you’re posting a ton on LinkedIn, Twitter, IG Reels, YouTube, etc, you should always yourself this one question… “What am I actually doing this for?”. 

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Sounds ridiculous, but I’m serious. A lot of business owners seem to not only forget, but completely lose sight of what they set out to do with their organic content in the first place. Which, for most, is to flood their calendar with an ungodly amount of highly qualified, ready-to-invest leads, who love what you do and stand for as a service provider/business owner. That said, the amount of followers, likes, and engagement you get on a platform like LinkedIn is totally irrelevant. Because, while those may be a decent indicator of success, they aren’t 1-1 indicators that you’ll receive a bunch of inbound leads. That said, you could have only 2,000 followers on LinkedIn, booking 4-5x the calls of an account with 10,000 followers. I’ve seen it happen. 

How to write your content for Leads instead of likes. 

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Sure, you can use high reach strategies to optimize your content for likes and views, but your audience quality will inherently decrease immensely because of it. Leaving you with a whole lot of engagement, but no booked calls (AKA, why you’re posting in the first place). 

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That said, actually getting leads through LinkedIn all starts and ends with how you write your content. The content framework I’ve used to generate booked calls for countless 8 figure agencies is as follows.

Everything is always outcome focused. Use exact numbers and undeniable proof to back up our content and claims. And not targeting the masses, but making sure you only speak directly to your ICP. These are all key principles that should always be in the back of your mind when writing content. 

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Another huge concept is “How I” vs “How to”...

Let me know who you would trust more…

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Account A that writes the hook, “how to book more inbound calls with LinkedIn”

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or

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Account B, who writes, “how I booked 70 inbound calls last month with just 14 organic LinkedIn posts”

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I’m not sure about you, but I’m going with the person who can show and tell me that they can actually do it. The difference in authority between the “How I” and “How to” pieces of content is night and day.

Understanding this one thing alone will instantly increase the amount of inbound calls you book with just your Organic content on LinkedIn. 

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Traits of a high performing LinkedIn profile that actually books calls. 

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By far the most important part of booking more inbound calls through LinkedIn is by positioning yourself as the ‘go-to’ person in your respective niche. 

Here’s exactly how you become that through your content. 

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1/ Social proof. 

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This is by far the most important aspect in my opinion. The best accounts on LinkedIn have tons of posts leveraging social proof and case studies, and are constantly collecting more. 

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When you can straight up tell your audience… “I increased XYZ brand’s ROAS by 30% in 30 days. Here’s how” …the amount of authority and trust you can build is pretty incredible. If you’re newer to online business, and you aren’t necessarily drowning in case studies, there are a few other ways to produce ‘case study like’ posts. Simply show that you’re doing the work with loom videos, screenshots of slack conversations, and showcasing your processes. 

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However, being able to leverage results in this manner is so powerful, that I’d even recommend holding off with LinkedIn posting as a whole. Instead, focus all of your efforts into improving your own skills to then get your clients undeniable results. 

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2/ You’re an expert. Act like it.

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If you truly do have an excess of knowledge about your respective niche, let your audience know. 

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Posting content from a ‘bird’s-eye view” of the state of your respective niche will solidify to your audience that you know what the heck you’re talking about. And after months and months of consistently educating and informing them of what’s going on, you’ll start gaining a ton of respect just based off of the content you post. 

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3/ Make others money

This one is simple. If your service makes people money, you will do well on LinkedIn. That means for agencies that do email, design, websites, SaaS, cold outbound, sales, etc…There’s absolutely no reason you shouldn’t be posting on LinkedIn 5-7x a week. Keep this all in mind when you’re writing content, and I bet you’ll start to see more inbound leads flood in.