PLATFORM: LinkedIn

• Best Use: Authority positioning, B2B trust-building, lead generation, professional brand storytelling, and high-ticket deal sourcing. Ideal for long-form content, founder insights, frameworks, and proof-based storytelling.

• WHO (Demographic): 53% of users earn over $100K/year. Dominant demographic includes professionals aged 25–49, especially in tech, finance, SaaS, and consulting.

• HOW MANY (Market Share): 30% of U.S. adults. 950M+ global users, 65M decision-makers.

• GROWTH: Medium-High. Steady growth in B2B sectors. LinkedIn prioritizes niche authority and active content creators.

• DEPTH (Relationship Dev): Deep. Highest trust channel for professionals. Long-form posts and carousels keep attention and build credibility.

• CONVERSION: Very High. B2B offers often convert 3–5x better on LinkedIn. High-ticket service buyers frequent platform.

• RESULTS: 9% of all website traffic for consulting, SaaS, agency, and service firms. Highest funnel efficiency from authority-based traffic.

1. METRICS TO TRACK (and Why They Matter)

• Impressions:

• Why it matters: Signals visibility and algorithm pickup. The more your posts are seen, the better chance you have at authority growth.

• How to improve: Hook with bold opinions. Consistency. Post early mornings.

• Engagement Rate (likes, comments, shares ÷ impressions):

• Why it matters: High engagement tells LinkedIn the post adds value. It boosts organic reach.

• How to improve: Ask questions, use personal storytelling, encourage reactions (“Agree or disagree?”)

• Click-Through Rate:

• Why it matters: Reflects how well your content/offer aligns with intent.

• How to improve: Use native LinkedIn formats. Avoid outbound links in main post (put in first comment).

• Follower Growth:

• Why it matters: Indicates resonance with audience and trust in your voice.

• How to improve: Post frameworks, case studies, and highly shareable perspectives.

• Lead Gen Metrics (if running ads):

• Lead Form Opens

• Submission Rate

• Cost per Lead

• Demographics of Leads

• Use this to validate campaign, targeting, and offer resonance.

2. CONTENT STRUCTURE & FORMATS

Formats:

• Text-only posts

• Carousels (documents)

• Native video

• Articles (1–2x/month)

• Polls

• LinkedIn Lives or Audio Events

Structure: Hook – Story – Proof – Takeaway – CTA

• Hook (1–2 lines): Problem, contrarian belief, stat, or tension builder.

• Story: Show don’t tell. Use examples, frameworks, past experience, or case studies.

• Proof: Client wins, metrics, screenshots, quotes, visuals.

• Takeaway: Actionable insight.

• CTA: Comment, follow, ask a question, link to DM, guide, or comment “PDF” for value asset.

Best Performing Post Types:

• Lessons from failure or experience

• "Here’s the framework we used to X"

• Mini case studies / screenshots

• Bold opinions / myth busting

• Lists, 3-step systems, “what not to do”

Caption Tips:

• Use line breaks every 1–2 lines

• 200–300 words

• Emojis sparingly for scanning

• Ask a question to close

3. POSTING FREQUENCY & TIMES

Frequency:

• 3–5x per week for strong growth

• 1x per week minimum to stay relevant

• 2–3x per week optimal for founders

Best Times:

• Monday–Thursday: 7:30–10:30am

• Friday: 9am–11am

• Weekends: 11am–1pm (if needed)

LinkedIn favors recency, so don’t bulk-post. 1 solid post per day beats 3 poor ones.

4. NAVIGATION & PLATFORM FEATURES

Profile Setup:

• Headline = Offer clarity ("I help X get Y")

• Banner = Proof, brand colors, offer CTA

• About = Authority, relevance, method, proof

• Featured Section = Link to lead magnet, video, or wins

• Creator Mode = Turn ON

Leverage Features:

• Polls: Great for feedback, market validation

• Carousels: Turn frameworks into swipeable slides (PDF)

• Live/Audio: Position yourself as an expert

• Engagement: Comment daily on target audience’s posts to drive inbound

• DMs: Send post links to new connections

5. IMPROVING OLD CONTENT

• Convert text-only to carousel

• Screenshot past posts that got DMs or shares and repost

• Turn bullet lists into quote graphics

• Update first 2 lines of posts to improve hook

• Comment “PDF” below and send old content repackaged

6. CHECKLIST (BEFORE POSTING ON LINKEDIN)

• ✅ Hook in first 1–2 lines (bold, personal, or contrarian)

• ✅ Native post (no external links in body)

• ✅ Line breaks every 1–2 sentences

• ✅ Includes a mini-framework or takeaway

• ✅ CTA to comment, follow, DM, or reply “guide”

• ✅ Formatting clean: no walls of text

• ✅ Brand-voice is present: confident, helpful, real

• ✅ Relevant hashtags (1–3 max)

• ✅ Matches professional tone of target market