Read time: 3 minutes

Due to popular demand, in this issue I’ll cover how I changed my LinkedIn strategy and why. In my last newsletter, 100% of you who answered the poll said you’re interested in my new strategy — so, here we go.

Let’s address the pink elephant in the room:

If your ideal client is active on LinkedIn, content distribution is important.

The more pairs of eyes on your content —> the greater the chance your ideal client will see your post.

Back in ‘22 and even ‘23, getting decent reach was a piece of cake. I was getting 4-5K impressions per post without even breaking a sweat.

I was getting enough inbound for my business to run smoothly.

I know you know what inbound leads are. But do you know there are different kinds?

The coolest and easiest inbound is someone coming to your DMs and saying “Hey, I need your help”. That’s the inbound we all want. There’s an issue with that, though:

Sounds discouraging, doesn’t it? Here’s the explanation:

Let that sink in for a bit.

How are you going to reach your client organically if your reach is that small?

The answer is — you won’t.

And that’s the reason I changed my approach. Even with 2-3K impressions on average, my distribution is more limited, and I’m reaching way fewer people.

I adopted 3 different tactics to make up for the lost reach:

At this point, I sound like a broken record about engagement.

You need to give it in order to get it. If reach is important to you, of course.

Once again, this is not a quid pro quo game. It’s how you give support and please the algorithm.

Keeping track of your engagement is key if your ideal client is active on LinkedIn, because this is how you get visibility. It’s also how you help your peers reach their target audience.

Lead magnets have a whole science to them. The basic principles are:

You can go crazy with how you approach it. Just make sure you don’t overpromise and underdeliver:

I recently subscribed to a lead magnet, which was just a Notion with the creator’s collection of LinkedIn posts neatly organised under pretty and catchy Notion buttons. This is neither special nor exclusive. You can do better than that — at least make the lead magnet something that is not freely accessible to everyone.

There are entire books written about warm outreach and social selling. I’ve tried lots of approaches, heck, I even bought a super expensive coaching program.

Very few tactics have actually helped me until I amalgamated a mixed approach that feels comfortable to me. After all, no one wants to sound desperate or salesy. We’ve got a reputation to protect, right?

However, this is too of a long topic to cover in this issue. So, I’m asking you:

Changing my strategy was hard. Mainly, switching from obsessing over content to developing other ways to get to people.

Writing content is the easy way — you don’t have to talk to anyone. You just post and people come to you. At least in theory. In practice, we know this is not how it works anymore.

I’m becoming increasingly convinced that in these times, the art of having conversations is nearly lost. The number of completely irrelevant DMs I get in a day that sound like they were written by a bot, proves this point. I guess if we master this one aspect everything else will become easier, don’t you agree?

This is all for this time, folks.