Why you don't need to post 5x a week to find clients on LinkedIn

You've heard that posting more is the key to getting clients on LinkedIn. However, this advice is likely costing you both time and opportunities. In chasing visibility, many business owners unintentionally trade volume for credibility, and it rarely pays off.

Actually, posting less on LinkedIn, paired with other high-impact activities like sending direct messages, will give you better results faster by helping you connect with the right folks and build trust with your audience.

In this blog post, I'm going to share:

• Why posting 2x per week can be better than posting 5x a week

• Why posting on LinkedIn is essential, but it shouldn't be the backbone of your strategy

• How posting less gives you more time to build connections through direct messaging

• What to do if LinkedIn feels overwhelming to you

Writing high-quality content is more important than writing a high volume of content.

High-quality posts help your audience understand their challenges, why those challenges matter, and how their beliefs shape the way they solve them. They demonstrate that you're a credible expert with the experience and track record to solve those problems. They make your clients trust you.

Low-quality posts, on the other hand, can both quietly and quickly chip away at hard-earned trust. They introduce doubt in your clients, and signal to them that you aren't the right person to solve their problem.

Here are a few practical examples of low-quality posts:

• A financial coach posts about how they didn't hit their financial goals for last year. 

• A book editor posts about their morning routine but does so with a handful of spelling and grammar mistakes. 

• A marketing expert talks about how they're struggling to get enough clients in the door. 

Posting on LinkedIn is important, as it provides you with the opportunity to build trust at scale. In other words, you don't need to rely solely on 1:1 conversations to become known. Instead, through every post, you introduce key ideas to your audience and help them understand what you have to offer.

I advise my clients to post twice a week (not every day!). This rhythm gives you enough visibility to stay top-of-mind without burning out or having to post filler content.

Sending direct messages (in addition to publishing content) is essential to a winning LinkedIn strategy.

As I outline in my Profile to Pipeline framework, I recommend focusing primarily on the most high-impact activities on LinkedIn: direct messaging and posting.

Sending direct messages to your prospects on LinkedIn, paired with strategic LinkedIn posts, is often the best and fastest path to booking discovery calls. When you send strategic messages based on specific triggers, you create conversations with those you want to work with most. You get to pick your clients! 

You can think of it like this:

Your content warms people up. Your direct messages move them forward.

When you post every day and neglect direct messages, you can get trapped on the content treadmill, never seeing results for your hard work. A simple, focused plan helps you take the right actions that lead to discovery calls and clients. In this blog post, I explain why having a LinkedIn strategy is essential and how it will transform your approach to LinkedIn for lead generation.

Quality posts and a strong LinkedIn game will help you spend less time on LinkedIn and get results.

Many business owners think strategy adds complexity; however, the right one actually simplifies your day-to-day while improving your results. When you hone in on LinkedIn posting and direct messaging, you get to leave other non-value-add opportunities at the door.

A good LinkedIn strategy allows you to say goodbye to the following:

• Mindless scrolling: instead of scrolling and searching for interesting content, you know exactly which content to engage with—and what to say.

• Posting just for the sake of it: instead of posting just to check posting off your to-do list, you write purposeful content that primes your audience to buy from you.

• Sending impersonal messages: instead of using the traditional "spray and pray" methodology, you use precise targeting and messaging to drastically improve your response rates.

• Focusing on vanity metrics like impressions: instead of focusing on metrics that matter to LinkedIn, you focus on metrics that matter to you, like discovery calls booked.

• Adding as many new connections as possible: instead of seeking to gain more followers, you aim to gain relevant followers and start conversations with right-fit clients.

Does LinkedIn feel overwhelming to you?

Does the idea of writing two LinkedIn posts a week and implementing a direct messaging routine overwhelm you?

You might have questions like these:

• What do I write about?

• How do I format my posts?

• Who do I message?

• How do I transition from a direct messaging conversation into a call?

• How do I keep track of the folks I'm messaging?

Here's how I can help you answer these questions and more:

Step 1: When I start working with a small business owner, we always start with a Profile Optimization so that you clearly explain your credibility, who you serve, how you serve them, and what action the profile viewer should take.

This process takes about 3 weeks from start to finish, and provides you a profile that captures the attention of your ideal clients and gets them to take action.

Step 2: Once your profile is optimized, we create your LinkedIn strategy so you can get visible to the right audience and attract more interest in your offerings through my coaching program Leads on LinkedIn.

This program takes two months. We focus on two main skills - LinkedIn posting and direct messaging. These skills bring the right clients into your orbit so you can consistently grow your business without relying on time-consuming strategies like video and expensive strategies like ads. 

Within just a month, you'll have identified and contacted 30 prospects for your business. You'll have the skills and systems to do it again whenever you want an influx of leads. And, this rinse-and-repeat process gets more effective every time you do it!

Step 3: Then, we create a habit of LinkedIn marketing through my coaching program so that you can count on ongoing leads for your business. We integrate LinkedIn with your other marketing strategies (e.g. email and in-person networking) to prevent duplicate work and create a marketing ecosystem that consistently brings in leads.

Learn more and get started here.