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If you ask me, “When should I start posting on LinkedIn?”, my answer would be:

“Yesterday”.

I’ll be real. LinkedIn has literally changed my life a million times.

You absolutely need to start putting yourself out there as soon as humanly possible.

But here’s the thing…If you’re starting out and you haven’t established a $10k/month business yet, LinkedIn also presents a BIG opportunity to get distracted.

You can endlessly dive into the LinkedIn rabbit hole and come out of it exhausted, frustrated, and dejected by the lack of “success”.

So, in today’s letter, I want to give you a zero-to-one LinkedIn crash course. This is the 80-20 of your LinkedIn efforts until you reach the “scaling” point.

If you’re above $10k/month and want the more advanced strategy, I created this free 7-day email course for you.

But if you’re below $10k/month, this is the LinkedIn strategy I’d recommend. Stick to this, and say NO to everything else (until you’re ready for level 2).

Yes, you heard it right.

All the LinkedIn advice out there has completely botched the essence of the term “personal brand”.

With the personal branding lens, you become attached to vanity numbers:

When you’re starting out, these numbers aren’t the priority. And the first thing you need to do is change the lens through which you approach showing up on LinkedIn.

Your goal is to make LinkedIn your personal stage and an authentic extension of YOU in the digital world.

LinkedIn is the place where:

In objective metrics, your ONLY goal on LinkedIn is to “Start Conversations”.

(with friends, with prospects, and with strategic partners)

And the way you start conversations is by sharing YOU on LinkedIn — the authentic, imperfect, wild, and TRUE version of you.

Don’t worry about the metrics for now. We’ll get there.

Still with me?

Let’s make this actionable and convert the philosophy into your content strategy.

Aim for 2-3 times per week.

It’s all about quality & consistency.

Schedule a block on your calendar every week to write content on LinkedIn. 2-3 posts per week is great, you don’t need to post every day. But you do need to be sincerely show up!

Remember, LinkedIn is your personal stage. Not to play a part as some made up character, but to simply allow authentic you to reach a larger audience. As your journey evolves with time, your content will evolve too. And sharing it on stage will help you attract your people.

Don’t obsess and overthink this, please.

At the start, focus on ONLY 3 types of posts.

Your story helps people connect with you!

Now, do you need to get EXTREMELY personal about this — no, you don’t. You can keep the posts about your professional life and share that part of your journey.

If you make an effort to share a piece of yourself, you will attract your people.

As an expert, you have the knowledge that can help people solve problems. And when you share the way YOU approach problems, you attract people who want your help.

Pro tip: Make the post specific

Specificity builds authority. And specificity also allows you to write 10x more posts!

Examples:

Industry opinion posts attract other people in your industry who share the same POV. And at the same time, they show your prospects that you’re an expert.

That’s it. Just stick the these 3 types of posts when you start.

Before you sit down to write, spend time to crystallize your “thinking”.

Ask yourself:

And here’s the pro tip: Write to ONE SPECIFIC PERSON

Think of the person you’re talking to. Actually imagine you’re writing the post for them. And think about what they should take away from the post.

Then start writing. The words will come to you, I promise.

That’s it!

That’s your LinkedIn Content Strategy. This will ensure you get the long term compounding by investing in minimum possible time.

Every week, block 2 hours of time on your calendar to do this (and say NO to everything else).

Now, before we complete the strategy:

Your reputation and your stage of this journey are important. Don’t use AI because you will sound just like everyone else. And don’t post for the metrics because it will teach you to optimize for likes instead of impact, conversations, and revenue.

Be you, and invest time in making your stuff high-quality.

Respond to the people in your comments. Go comment on their stuff. And most importantly, start conversations in the DMs with people you attract — the ones who like, comment, and lurk on your profile after you post.

Approach it from the lens of curiosity, not lead gen. Become curious about, "What resonated from the post?", "What are the problems they're facing?", “What are their goals”…

Building connections…that’s the priority.

And that’s it!

This is your Zero-to-One LinkedIn Strategy.

Spend 1-2 hours per week creating content. Spend 10-30 mins per day starting conversations and networking with people.

This makes sure you build on LinkedIn.

And this makes sure you have the time to focus on the activities that actually move the lever of your business (if you’re not sure what this is, you need this challenge).

So don’t wait. Start taking action.

With love & growth,
Kasey