I could not have Justin Welsh’s superstar standing on LinkedIn with half one million followers, however my journey is price sharing. With simply 30,000 engaged followers on LinkedIn, I managed to take my consulting enterprise from a $0 startup to a thriving $100,000 yearly.

I began as a content material advertising guide, abandoning my nine-to-five company engineering job in 2018. My LinkedIn grew to become my enterprise’ lifeline, connecting me with purchasers and world manufacturers, whereas giving me the liberty and adaptability to earn extra.

Whereas I loved my stint as an engineer at a giant company, I quickly realized it wasn’t for me. I needed to construct one thing of my very own with a versatile schedule and higher pay. I needed the possibility to community with trade leaders and work with extra outstanding manufacturers.

I had dabbled in content material advertising, however that second 5 years in the past was once I began taking freelancing extra significantly. It wasn’t lengthy earlier than LinkedIn grew to become my go-to platform for constructing consciousness about my providers, discovering thrilling initiatives, and networking with potential purchasers.

It’s been a protracted journey with a lot of trial and error to get to the place I’m now. There are such a lot of issues I want I had realized sooner — which is why I took all of my core classes and created this information that can assist you construct your LinkedIn following extra sustainably. 

Be aware: There’s no proper or unsuitable “technique” to grow your LinkedIn following. What issues most is how sustainable is a method for you, not for 100 different folks. Elements corresponding to how a lot time you possibly can dedicate to LinkedIn, your expertise with content material creation instruments at your disposal, your writing expertise, and current connections play an enormous position in your success. 

LinkedIn development ways that labored for me

There are numerous ways that folks swear by — publish six occasions each week, publish a carousel, textual content, video, all the things abruptly, remark beneath no less than 50 posts as quickly as influencers hit publish, and many others. 

The issue? It’s unsustainable. 

You’re in all probability going to create content material for a few days, get overwhelmed by these quantity-first methods, and abandon your LinkedIn content material creation journey. That is particularly seemingly in case you’re an introvert or nonetheless undecided on whether or not or not LinkedIn is “proper” for you and value investing effort and time into. 

I’ve been there — I’d create a large Notion database with content material concepts, join a social media management tool, and anticipate my posts to go viral. 

After posting persistently for every week or two, I bought respectable engagement. However the dopamine rapidly pale as a result of I had constructed this large content material machine earlier than I used to be prepared for it. 

However after years of experiments (each failed and profitable), I’ve lastly cracked how you can develop your LinkedIn account sustainably whereas driving nearer to your targets. 

Listed here are 5 issues I’ve completed and extremely suggest that can assist you develop your LinkedIn following: 

1. Discover your distinctive viewpoint

To face out, it is advisable have a particular viewpoint (POV). Once you parrot another person (or lean too closely on AI-generated content), it’ll quickly turn into a painstaking endeavor to create content material recurrently. 

However while you mix private experiences into your content material, it’s a lot simpler and extra handy to maintain going. Plus, it’ll make sure you stay genuine, which, in flip, will assist you to construct belief and credibility along with your followers. 

This implies leaning in your wins, failures, errors, decision-making processes, persona, and instincts. Give it some thought: there are literally thousands of professionals on the market who work in your area of interest. Is it attainable everybody has the very same day-to-day duties? Or does everybody share the identical challenges and have the identical decision-making processes? 

Your experiences and the way you understand them are distinctive. The tough half is discovering and sticking to your POV. It’ll take a few first ugly drafts (FUD), however over time, it’ll turn into second nature. 

Right here’s an train you are able to do to search out your POV:

  • Take into consideration your core values and beliefs. One thing that different folks could share however aren’t strongly opinionated about: discover one thing you genuinely care about and are enthusiastic about. 
  • Do you’ve gotten a contrarian tackle a norm? Assume lengthy and onerous about it — for instance, many corporations put intense assets and time into hiring the correct folks however don’t spend sufficient time constructing a data vault for simpler product data switch and higher onboarding. 
  • Dig deeper into your private life experiences. As an example, I’m a software program engineer turned marketer. So, I usually discuss engineering ideas like agile and sprints and sprinkle them throughout my content material to focus on my previous experiences and construct a way of familiarity with my viewers. 
  • Take into account tapping into your private pursuits, corresponding to baking, gardening, touring, or studying. Then, use that as a catalyst in your content material. Use phrases and metaphors out of your pursuits to clarify the core subject of your LinkedIn publish. Amanda Natividad is a superb instance of this — she is a Le Cordon Bleu-trained chef and often shares cooking metaphors, recipes, and photos of wonderful home-cooked meals on her socials and publication. 

It would take you a few weeks to determine your voice, however when you do, it’ll assist you to create genuine content material that resonates along with your viewers. Keep in mind, there’s no magic components, simply small steps and far retrospection. 

2. Create video content material to drive engagement

I’ve discovered that video content will get larger engagement from the LinkedIn viewers. And with AI-powered video enhancing instruments like VEED and Riverside, you don’t must be an enhancing wizard to create a video. 

Just about any content material may very well be an excellent match for a video publish: it may very well be so simple as sharing your expertise, notifying your followers that you simply’re open for work, or a cool automation you lately constructed to cut back your handbook duties. 

After I began sharing snippets of my podcast, The Content Playbook, on LinkedIn, they instantly gained traction and drove viewers to my YouTube channel. 

Linkedin strategies for growth: Aarushi Singh podcast

Listed here are a few greatest practices I comply with for high-engagement movies:

  • Goal for movies between one and three minutes for higher retention
  • Create a template for a constant design
  • Be sure that your audio is crystal clear for higher viewers expertise
  • Have a compelling hook at first to seize your viewers’ consideration
  • Add subtitles out of your video editor moderately than counting on LinkedIn’s captioning 
  • Don’t publish a standalone video. As a substitute, write a text-based publish alongside along with your video for extra context. 
  • Add a call-to-action (CTA) on the finish of your video to information viewers to the following desired step (subscribe to my publication, comply with me on LinkedIn, and many others.) 

Some assets that helped me get began: 

Keep in mind, no person is watching you reside, so that you’re allowed to make errors or get caught! A good suggestion is to have a script useful behind the digicam that can assist you keep in mind your imaginative and prescient. With time and follow, you’ll be making movies far more comfortably and effectively. 

3. Collaborate with others for even larger engagement

It’s not simple to begin from scratch and construct an viewers, not to mention get them to purchase a service from you or belief you in your data. So, in case you can collaborate with people who have already got a longtime viewers, contemplate partnering with them to co-create content material. 

This manner, you possibly can forged a wider internet, faucet into their viewers, and drive followers to your account — all whereas delivering worth to their viewers and constructing credibility. 

Listed here are a few methods to accomplice with others on LinkedIn: 

  • Create a carousel 
  • Report a brief video collectively
  • Tag them in your posts
  • Depart a considerate touch upon their posts 
  • Host a LinkedIn Dwell occasion collectively
  • Ask if they might be up for mentioning you (you’ll be shocked how pleasant and supportive some LinkedIn members are)

Partnering with different creators on LinkedIn is not going to solely drive further eyes and engagement but in addition assist you to perceive how others work, what their viewers thinks, and the way they create content material to drive engagement. 

4. Repurpose your content material to be memorable

It’s important to create unique and genuine content material — however that doesn’t imply you possibly can’t repurpose your own content

Repurposing is without doubt one of the most underrated social media ways. Creators with enormous followings usually repeat their content material, and it nonetheless drives stable engagement. 

Plus, a little bit of repetition will assist you to construct your model. Individuals will begin to affiliate you along with your core messaging. For instance, every time I consider creators, I immediately affiliate them with Jay Clouse. Or, once I consider creating resonance-first content material and storytelling, I take into consideration Jay Acunzo. In the identical approach, you’d need your viewers to recollect you for particular matters. 

Repetition on social media usually will get a nasty rap as a result of most individuals assume it means posting the identical content material again and again (it doesn’t). 

I divide repurposed content material into 4 main classes: 

  • Sharing completely different sides of the identical concept. e.g., Two posts round constructing a content strategy for small groups; one focuses on challenges, and the opposite in your private experiences and wins.
  • Repeating the identical content material in numerous codecs. e.g., A text-based publish became carousels or a video into an infographic.
  • Repeating tweaked variations of your core messaging. e.g., As an engineer turned marketer, I spotlight this fairly a few occasions all through my LinkedIn posts. 
  • Sharing your older posts once more. Since LinkedIn doesn’t present your posts to one hundred pc of your followers, there’s an amazing likelihood lots of them haven’t even seen your unique publish. Whereas this may appear a lazy strategy to content material creation, keep in mind the time it took to create the unique piece of content material within the first place! 

5. Preserve a constant voice and design fashion  

A constant model means larger affinity and recognition. It additionally establishes belief and communicates your persona, strengthening your distinctiveness. There are two important items of the model puzzle: your tone of voice and design fashion.

With regards to the latter, I’ve discovered having a template in Canva makes this simple. I designed my podcast template with a set of colours that represented the vibe and message of the present. At any time when I wish to create a podcast snippet for LinkedIn, I rapidly seize the intro template and sew collectively the particular clips. 

Equally, my LinkedIn banner, publication’s touchdown web page, and graphics share the identical colour palette. 


Do you know colour can improve model consciousness and recognition by 80 percent, and 93 percent of individuals make buying choices primarily based on visuals alone? Earlier than selecting colours in your LinkedIn carousel, banner, or general content material, contemplate studying about color psychology

Getting your tone of voice proper can also be a necessary a part of model consistency. Your voice defines your model’s persona, whereas your tone impacts how folks understand and work together along with your content material. It may very well be pleasant, informal, authoritative, supportive, or formal.

Relying on what you’re comfy with and what aligns along with your core values, select a voice and tone in your LinkedIn content material and stick with it. 

Begin creating content material in the present day!

LinkedIn has utterly modified the trajectory of my profession. If somebody like me, who has a technical background and no educational advertising expertise, can construct a consulting enterprise, you possibly can obtain your targets, too.

Deal with cultivating relationships, constructing real connections, and exploring alternatives — all whereas delivering worth to your viewers. As a substitute of making a cumbersome tech stack, think about using these three instruments for simpler and sooner content material creation:

If you wish to study extra about how you can construct a content material technique, contemplate subscribing to my publication, The Content Playbook


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