I made $60k off LinkedIn so far
People hate on LinkedIn for being cooperate cringe. I get it. Also don't care.
Do I get annoyed seeing the same watered down content over and over again? Promotions, certifications, CONFGRATULATIONS!!!1!
But if you are here for business, ignoring that stuff really can pay off. Here is how it did for me.
After 3 years as a Product Coach / Consultant here my tactical lessons on getting clients.
Man does it feel good writing again.
Getting into the habit of producing content is a goal for many. Building a personal brand is what many recommend. And it’s hard.
But sometimes is important to shut the fuck up as well, if you don’t have anything to say. I didn’t have anything to say for last almost 2 months.
Why you ask? Had to shut down a SaaS product close to my heart. Had to process, learn from it, take the hit and get back up. Read the post-mortem here:
So, after not posting for the longest I have in 2 years, how about a post on our favorite blue platform of cringe, LinkedIn.
I’ll tell you how I made 61512 Euro from LinkedIn in the last 2 years, my posting schedule and my content strategy. But first some data.
My “personal branding” in 2024
High-Level Metrics
Total Impressions: 794,739 views across your posts over the year.
Total Engagements: 7,461 interactions (likes, comments, shares, etc.).
Average Impressions per Day: Approximately 2,189.
Average Engagements per Day: Approximately 21.
Followers: 6796 (started with 1k in ‘23, 0 followers in ‘22)
Inbound Leads: 6 over the year (2 converted to paid)
But do the numbers really matter?
Eh, kinda. WHO you are reaching is more important though, I agree. Let’s look at that:
So, I’m reaching product people, good!
This is what I’m proudest off. A high seniority level. Lots of Product Leaders. I don’t do posts about the 101 of Product Management. I don’t care about it and so does my audience.
How I get clients off LinkedIn
So in 2024 I converted 2 clients off LinkedIn. And 2 in 2023. Together that came out to be 61512 Euro of revenue. There are more clients that I cannot directly attribute to LinkedIn but that might have been influenced by my posts.
If you wonder what to charge, here’s the Google Sheet I used to calculate it.
Nobody is just going to wire you money
Consulting and coaching gigs are big deal sizes. The smallest deal I’ve done has been 10k. So, no, nobody just buys your services off a single selfie-post on LinkedIn. At least not my selfies.
It’s all about trust.
As a solo-coach it’s all about building authority in a specific field and building trust.
If I’m considering getting a product coach there are many questions floating in my mind. But two important ones are:
Do I know you?
Do you know what you are talking about?
I’m trying to make it easy for potential clients to answer these questions. With a resounding YES!
Do I know you?
This is more about “networking” than content publishing.
Through LinkedIn I’ve had hundreds of casual 1-1 messages with PMs and Product Leaders. They ask a simple question via DM. I try to be useful. 99% of them never turn into business. That’s ok. They now “know me”. At least a bit.
Through LinkedIn I’ve done online events, podcasts and in-person meetups. I’ve shook many hands. 99% of them forget about me. That’s okay.
I’ve been invited to speak at conferences, but so far, I declined. (controversial opinion redacted)
You get the point. This is a long term game. Being honest, authentic and showing up day after day builds up the surface level of those encounters that lead to actual deals.
Do you know what you are talking about?
This is where the content part of the strategy shines.
Continuous showing up and sharing analysis, opinions and resources on Product Discovery shortens that conversation.
I’ve never once had a conversation that included asking me “so, what is your skill set as a coach?”. I clearly can’t shut up about Product Discovery. It’s pretty clear I’m more versed in that niche than 99% of people.
The actual Strategy
Here’s is basically what I’ve been doing for the last 2 years.
My results are not like Leah Tharin’s or others with 100k followers that charge 10k an hour. I think they are relatable and reproducible though.
LinkedIn Daily Routine
Post
Take a post that was already done (in buffer) and publish it or schedule a new one
3-5 posts per week
varied formats (2 photo, 1 text, 1 video, 1 carousel)
Go to https://www.linkedin.com/in/niko-noll/recent-activity/all/ and reply to comments on latest posts
Send connection request to everyone who commented
Engagement
10-15 comments a day, by going through Creators to engage with (this is one of many lists)
5 comments on people comments (on big creators accounts)
send connection request to the person who made the comment
check DMs, reply for max. 15min
That’s roughly 1h a day if I’m quick. Talking to many other coaches with 30k-50k followers, they do roughly the same. So it’s what it takes, I’d say.
If you’ve made it this far, you should definitely follow me on LinkedIn.
What to post about (content strategy)
In my experience, it’s mostly just doing it. Finding out what you enjoy writing about, what people engage with (and sometimes those are not the same things).
But a content matrix helps. Having …
a mantra
4 content pillars
with 9 sub-pillars each
and clear content format ideas for each
… that can all be done in a google sheet. I found and adapted this matrix online.
Here, you can have mine.
See you on LinkedIn in 2025?
That’s everything valuable I can think off. So I’ll shut up now.
7-10h/week is a lot of time for “social media”. But over half my revenue has come directly from LinkedIn. Worth it? Sure.
And while this wasn’t part of this post - I met some incredible people along the way. Online and in real life.
So in case you were waiting to start (or re-start) your LinkedIn journey, hope to see you on LinkedIn in 2025.
Ah, and subscribe to this newsletter if you liked it. I’m just getting started. Would mean the world.