Win with LinkedIn

⏰ Today in 5 minutes or less:

• Follow the rule of 100 to start building your LinkedIn audience.

• Setting up a LinkedIn version of yourself makes posting a lot more bearable.

• Repurpose everything. Your great ideas deserve more than one shot.

Winning with LinkedIn: For Consultants Who Would Rather Do Anything Else 🤮

For most of us, LinkedIn is that one treadmill in the corner: it could make your business stronger, but it just looks so… exhausting. 

But here's the inconvenient truth: whether you use it or not, LinkedIn works. 

Either for you, or for your competitors. 

And in this article, I'm going to break down how to win with LinkedIn without adding to the pile of (un)inspirational hot takes and success flexes. 

I just can’t stand that sh*t.

Why LinkedIn Matters (Even If You Hate It)

LinkedIn isn’t just a place to post job changes and humblebrags anymore. 

It’s a living, breathing platform where decisions are made, buyers browse, and reputations are built – sometimes in under 300 characters. 

The next client? They’re watching.

Not always liking or commenting. But definitely watching. 

This also means LinkedIn will impact the business whether you choose to show up or not. 

The difference is whether you're in control of the narrative – or just an extra in someone else’s feed.

The Consultant's LinkedIn Dilemma 

Why do so many smart consultants crash and burn on LinkedIn? 

Let me count the ways: 

• Time and consistency – Or the lack, thereof. We're always dealing with client work or our own business so it’s hard to find the time to consistently post. I’ve been there. 

• Not knowing what to post – There are lots of topics to post about, but only a few should be on the profile. Don't post about everything just for the sake of having anything. 

• Paralysis by over-analysis – Some of us are stuck overthinking, that it prevents us from actually posting: "What do I post? Is this post dumb? What if only 3 people like it, and one is my dad?" 

• Doomscrolling – No one scrolls their LinkedIn feed for fun, mostly because 70% of what’s there are humblebrags and other worse content. Unfortunately, these posts overwhelm consultants, leading them to abandon LinkedIn altogether.  

• Quitting too soon – Like all things, building a LinkedIn character is slow at first. Having no traction in 2 weeks doesn’t mean the platform is broken, yet some accept defeat and return to cold emailing in despair. 

• Intolerable people – Some people say the stupidest, meaningless things. It’s just SO cringe.

These challenges are real. And also, totally normal. 

But there’s a way to make this thing work for you – on your terms. 

Lay the Foundation Before You Start Posting 

Before you hit “post,” get the house in order first. 

When it comes to LinkedIn, clarity beats hustle every time – and a solid foundation makes everything easier. 

Here’s where to start: 

Step 1: Nail the Audience and Message 

You know these. They’re the basics. 

You still have to do them, though. 

Before posting, connecting, or doing anything resembling “content,” clarify these three things: 

1. Who is the audience?  Audience isn’t "everyone who might pay me." Define it by industry, pain point, title, and urgency. 

2. What are the three core messages? If someone scanned your posts for 5 seconds, what would they walk away knowing about you? 

3. What’s the backstory? Like it or not, telling the story matters because people love knowing the why behind the work: why it matters, why it started, and why it’s still worth doing.

Remember that we're building character here. 

We’re separating YOU in real life from the one people see on LinkedIn. 

It’s just like Beyoncé’s Sasha Fierce.

Step 2: Refresh the Entire Profile 

If the LinkedIn photo looks nothing like you anymore, it’s time to replace it. 

But that’s just the first step. Check out other sections of LinkedIn to see which ones need a refresher. 

Hint? It’s usually these four: 

🔹 Headline. This is the first impression. It should say state the role, the audience served, and the results delivered. (Bonus points if it sounds like a person and not a robot.) 

🔹 Headshot. People are drawn to faces. It’s psychology. Aim for something professional-ish: no car selfies, eyes forward, with a bit of color in the background to stand out in the feed. 

🔹 About Section. Take notes from “attention masters” – someone who has a great command of their audience despite the noise – and follow them. Tell a story. Be clear, not just clever. 

🔹 Header Image. A prime piece of real estate. Ideal for a tagline, niche, or simple call to action. 

Step 3: Follow the Rule of 100 

No followers? No problem. 

Here's where we can set up the rule of 100. 

Spend 100 minutes a week engaging with people on LinkedIn – and use it to stay in character.

Every strong presence on the platform reflects a consistent persona. Showing up as that version every time is what builds trust.

The time commitment is simple: 20 minutes per day for five days a week. 

• The first 10 minutes are for engagement. Write recommendations. Join relevant groups. Leave comments on posts. 

• The next 10 minutes are for outreach. Check the old email list of network database. From there, pick one to send a quick message to catch up. 

But what if you already have 1000 followers? 

No different. The rule of 100 still applies – because it’s a way to authentically connect with your audience. 

This foundation takes effort. But it’s manageable. 

And ultimately, it’s what makes future success possible. 

Interlude: It’s Scary to Be Seen, But It’s Time to Face the Demons 

Before we move to the fourth step, let’s talk about something most of us fear: being seen by many.

Yes, posting can feel weird at first. Yes, it’s easy to wonder if the words sound off. Yes, that inner critic loves to whisper that everyone else is doing it better. 

But remember: You’re not too late, too old, or too boring. 

I personally avoided LinkedIn for a decade. 

I told myself I didn’t need it. I was convinced that my referrals would always come through or reasoned that I was “too busy” to set it up right. 

The change for me came when I started seeing myself on LinkedIn as a character I play online. 

It’s a version of me, but it’s not exactly me. 

All I need to do is play a character online and deliver a single message to all the people I connect with. 

Step 4: Engage as a LinkedIn Character 

This is where your LinkedIn character goes from static profile to living presence.

From “I exist” to “I’m memorable.” 

LinkedIn algorithm doesn’t reward who writes best. It rewards those who get engagement – consistent, intentional, strategic engagement. 

When publishing anything, it’s visible for a few people in the close network first. If they engage quickly (likes, comments, saves), LinkedIn expands its reach to other people similar to the target audience. 

But if no one bites? Into the void it goes. 

To increase reach, here are a few textbook tips: 

• Start with a hook. First line matters. Think of a question, opinion, stat, or punchy insight. 

• Fix the formatting: use short paragraphs, line breaks, and emojis sparingly. 

• Ask for engagement. Pose a real question that encourages people to answer. 

• Embrace variety. I personally saw better engagement whenever I post videos and carousels. 

As for LinkedIn tools, Taplio is a solid one to have in the corner. It’s a bit expensive, but it’s valuable for building hooks, writing posts, banking ideas, and keeping track of what’s working. 

I also came across Demand Curve’s concept of The 7 Fs of Un-Ignorable Content, or more simply, the things that our brain is wired to pay attention to. 

By taking advantage of these and incorporating them into LinkedIn posts, you’re more likely to get more engagements: 

• Fun – memes, GIFs, witty one-liners, or ironic commentary. 

• Fears – common mistakes, bold statements, and charts that reveal risks. 

• Fables – selfie-style videos, carousel stories, and here’s what happened posts. 

• Faces – posts with actual faces, team photos, clients, and candid moments. 

• Fascinates – hot take posts and teardowns of big issues. 

• Familiarity – recurring series, brand colors, templates, and repeated hooks. 

• Future Me – before and after posts, aspirational quotes, and testimonials with results.  

Step 5: Stay Consistent (And Call for Help If Needed) 

After posting, the key is to keep showing up. 

Set a simple daily or weekly cadence.

Connect. Post. Comment. 

Following the rule of 100 is a great way to stay consistent so put it on the calendar. Set a reward system for yourself if it helps.

And whatever happens – avoid the feed unless you’re engaging intentionally. 

Remember: most people might not be engaging, but they are watching. 

And when the time comes, they'll remember who showed up. 

And if for those too busy to churn out content consistently, support from a virtual assistant can go a long way. They help post, comment, and repurpose all the amazing ideas you have. (We love ours.) 

Alternatively, outsourcing content creation to an agency is an option.

But my advice? Hold it off until there’s clarity on what works and what kind of voice the LinkedIn character should have. 

Bonus: The Ultimate Pro Tip That Worked for Me 

After all the courses I took and articles I read, one tip unexpectedly stood out: repurpose everything. 

Not everyone is keeping watch on everything that’s posted, so it’s alright to talk about the same topics every now and then. 

A good post can be a carousel. A comment can be a DM. A story can be a pinned post. 

LinkedIn is not just content. It’s business development in disguise. 

None of us are here to be a shiny, inspirational influencer. We're here to: 

• Get warm leads by staying top of mind. 

• Deepen trust with people already in our orbit 

• Showcase our brain without pitching constantly. 

The right DM to the right person – after a great post, even if it’s a repurposed one – is often the bridge between invisible and invited. 

Make a Hero’s Return on Your LinkedIn Account

You started this article skeptical. Maybe even a little resistant. 

Now, you have the basics down. 

Remember that going viral isn’t just the key – it’s more important to be visible to the right people. 

And honestly? LinkedIn’s a lot more fun once there’s a character to play.

It's when I stopped trying to impress everyone and start speaking to someone. 

Let the competitors keep posting as they’ve always done. 

You? You’ve got a better way to win with LinkedIn. 

Remember, the path to success is paved with continuous learning and embracing fresh perspectives.

Let's stay connected, share ideas, and elevate your consulting business.

Stay curious, friends.

The 2×2 is brought to you by Keenan Reid Strategies

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