Key Priorities for Small Businesses on LinkedIn

‼️If you’re posting content on LinkedIn to drive attention for your B2B brand, you’re doing it wrong. Here’s why—content doesn’t generate attention. Engagement does. Most B2B marketers focus on what to post, but the real question is: Where should you engage? Add to that - Who should you engage with? And what should you say? A targeted engagement strategy isn’t about random commenting or mass DMs—it’s about being intentional with where you show up and how. Here’s how to decide what to do: ▫️Define Your Engagement Zones Not all conversations are worth your time. Identify where your ideal audience is already active—specific influencers, niche industry discussions, or customer pain-point posts. A simple way? Search your target industry’s hashtags and filter by ‘Recent’ to find where real conversations are happening right now. ▫️Reverse Engineer Your Buyer’s Journey Ask yourself: What does my ideal client see before they find me? Are they following specific thought leaders? Engaging in certain industry debates? Complaining about a common problem? Track these patterns—then position yourself in those conversations before they need you. ▫️Set an Engagement Priority List Engagement isn’t a free-for-all. Rank your targets: 🔸Tier 1: Potential customers 🔸Tier 2: Industry influencers 🔸Tier 3: Key referral partners Allocate time accordingly. Your Tier 1 audience should get direct interactions, while Tier 2 & 3 should see regular touchpoints to build long-term visibility. The goal? Be seen in the right places, by the right people, at the right time. Strategy isn’t about doing more—it’s about doing what actually moves the needle. Your thoughts?

Sad reality: most B2B founders spend months posting on LinkedIn, but fumble the bag HARD. Let’s fix that. I’ve spent the past 5 years posting on LinkedIn. It’s the channel responsible for Compound scaling to 7-figures in revenue. Here are four, simple ways to unlock the full value of LinkedIn and generate more leads than you know what to do with. Quick note: this post is a thick one, so you’ll probably want to bookmark it for future reference. (1) Spend a few minutes per day engaging with other people. Comments are billboards for your account on other people’s content. Find ICP accounts to engage with, but don’t stop there. Also spend some time engaging with influencer accounts in your category. Your ICP will be reading those comments sections. You want your comments to show up there. Tactical advice: create a Google Sheet with a list of accounts you want to engage with regular, since the LinkedIn algorithm can be whack sometimes. Have a list of (a) potential customers (b) influencers & “thought leaders” in your category. (2) Routinely check your profile viewers. You’re doing all this work to produce great content for the LinkedIn timeline and drive people to your profile. LinkedIn gives you the luxury of seeing EXACTLY who’s snooping around. Some of those folks might be ideal customers, 10x candidates, or potential investors. Check your profile viewers daily to make sure none of these opportunities slip through. Tactical advice: when you see a relevant profile viewer, send a connection request. Don’t lead with an overly templated message. Once they accept, they’ll start seeing your content in their feed more. Eventually, if they continue to engage, reach out and start a conversation. Read the room! (3) Start a few DM conversations per day. Don’t load the spam cannons and send tons of copypasta DMs. Instead, use LinkedIn to form 1:1 relationships with people in your industry. I like to shoot a DM if I’ve noticed someone engage with my content a few days in a row—or if I find someone whose content I am a fan of. Very high upside to intro’ing yourself…very low downside. If you're in a major hub like NYC, SF, LA, etc. I’d recommend using your platform on LinkedIn to book a few in-person meetings. Take the connection from URL to IRL. Makes a big difference. (4) Make the next step in your funnel obvious. Most founders post and hope that customers make their way to the “Book a Demo” page on-site. Hope is not a content strategy. Set up your link-in-bio, your featured links, and your custom button (see the “View my newsletter” button next to my PFP) to point to the next obvious step in your funnel. Every day you don’t do this, you are leaking followers and customers. I’m running out of characters. Told you this would be a heavy one. Want more insights on how to use LinkedIn to get more distribution for your B2B tech company? You should read a few editions of my Social Files newsletter. Just use that button next to my PFP.

Most LinkedIn strategies fail because companies try to skip steps. Here's the full hierarchy of LinkedIn effectiveness, from foundation to advanced: 🏆 LEVEL 5: CONTENT ECOSYSTEM (Elite) • Multiple team members posting consistently • Prospects see you "everywhere" on their timeline • Content from different angles but consistent messaging • Creates "omnipresence" that competitors can't match ➝ Result: Prospects say "I see your company everywhere" 💎 LEVEL 4: LEVERAGED CONTENT (Advanced) • Strategic lead magnets generating 1000+ comments per post • Content repurposed across team members' profiles • Structured A/B testing of different content approaches • Dog-fooding your own product/service in public posts ➝ Result: Inbound leads without direct outreach 🔥 LEVEL 3: PROBLEM-ORIENTED MESSAGING (Intermediate) • Focus on problems prospects know they have (not solutions) • Pattern-disrupting opening lines (not "Thanks for connecting") • No personalization needed (contrary to popular belief) • Two-word follow-ups that get 50% response rates ➝ Result: 20-30% response rates (vs. 2-3% on cold email) 🧠 LEVEL 2: TARGETED ACTIVE CONNECTIONS (Foundation) • Filtering for "Posted in last 30 days" in Sales Navigator • 200 blank connection requests weekly (no message attached) • Creating saved searches with persona based targeting • Tracking new connections with strategic lead lists ➝ Result: 30-40% connection acceptance (vs. 10-15% industry average) 👤 LEVEL 1: OPTIMIZED PROFILE (Basic) • True professional headshot (not cropped group photo) • Clear, non-salesy headline (job title + company) • No "I help X do Y" language anywhere • Featured content showcasing thought leadership & lead magnets ➝ Result: First impression that doesn't scream "I'M GOING TO PITCH YOU" Most companies operate at Level 1-2 and wonder why LinkedIn "doesn't work" for them. Some reach Level 3 and start seeing real ROI. The rare companies operating at Levels 4-5 are dominating their space on LinkedIn. Where are you on the pyramid? And more importantly—what's ONE step you can take to move up to the next level? For most companies I talk to, the biggest opportunity is somewhere between Levels 2-3. They have decent profiles but aren't targeting active users or using problem-oriented messaging. Those two changes alone can 10X your LinkedIn results in 90 days. And yes, I can prove it with data. Follow me for the best practices to turn LinkedIn into a top revenue driver for your company.