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Introduction
During COVID, I ran an experiment with personal branding. My friend Michel helped me get started on LinkedIn, and within months I grew my following to almost 7,000 people. It worked. But then I stopped.
For two years, I barely posted. I was running two different marketing agencies with completely different audiences, and I didn’t know what to say. I didn’t want to confuse people, so I said nothing. It’s a shame, because momentum is hard to rebuild once you’ve let it fade.
Now in 2025, I’m building my thought leadership on LinkedIn again from a much clearer position. This time, I’m documenting exactly how I’m doing it so you can follow along.
This playbook walks through the structure, tools and habits I’m using to grow visibility, attract leads and stay consistent without burning out. Whether you’re just getting started or want to revive a dormant profile, you’ll find a system here that actually works.
Chapters
Optimise your LinkedIn profile
Your profile is your homepage. This chapter walks you through a proven checklist to turn your LinkedIn into a lead-generating asset: clear headline, sharp pitch, strong CTAs and trust signals. Fix this before you post anything.
Warm up your profile before you post
Boost LinkedIn reach in the week before you post. Warm the algorithm with daily chats, meaningful comments, a cleaner network and new recommendations, then watch your first post get more impressions and engagement.
Build LinkedIn content calendar
Stop scrambling for ideas the night before you post. This guide shows you how to set up a simple Notion calendar, balance value and sales content, and stay three weeks ahead so you never miss consistently posting.
Write engaging LinkedIn posts
Likes mean nothing if they don’t convert. This chapter breaks down winning formats, hooks and structures for LinkedIn posts that attract your ideal buyer. Learn how to turn ideas into influence, and influence into action.
When to post on LinkedIn
Stop leaving reach to chance. This guide shows you how a quick pre-posting checklist, well-timed publishing and first-hour engagement habits combine to multiply impressions and extend your post’s lifespan organically.
Tools
Go to tools
Taplio
LinkedIn toolkit for ideas, scheduling and analytics, handy for consistent posting with a clean workflow.
Books
Go to booksFounder brand
Dave Gerhardt
A guide to purposeful visibility. Choose topics, set a cadence and turn posts, talks and interviews into warm conversations.
Wiki articles
Go to wikiFurther reading
Growth marketing
You’re not growing fast enough and it’s time to fix that.
You’ve hit a ceiling. You need a structured approach that moves the needle without overwhelming your team.
