LinkedIn Marketing Strategy for Business Owners
Want to win on LinkedIn and experience real business wins within the first 90 days? It all starts with answering three crucial questions to get crystal clear on your strategy.
Before you touch your profile or write a single post, answer these three questions. Without them, you'll be doing a lot on LinkedIn without getting anything in return.
The 3 Questions You MUST Answer
Question 1: What is your one goal within the next 90 days?
I see a recurring pattern with established businesses. I spoke to three very established business owners this week, and they all know exactly what they want from LinkedIn within the first few minutes of a call. It should not be "I want more clients." You should know how many clients you are going for and for which offer. We need to be extremely specific.
| ❌ Vague Goal | ✅ Specific Goal |
|---|---|
| "I want more clients" | "5 new consulting clients at $10K each in 90 days" |
| "I want to be a thought leader" | "10,000 followers in 90 days before my book launch" |
| "I want more visibility" | "400+ additional webinar registrations per month" |
| "I want investors" | "10 investors, minimum $50K each, within 90 days" |
Identify the goal and ideally the goal needs to align with your top business priority. It has to be measurable.
Question 2: Who do you need to attract with the least resistance?
I don't believe in making things hard for yourself. So if I want to sell chicken, I'm going to go to people that are most likely to buy chicken. I'm not going to try to attract vegetarians.
- Pull your payment data from the last 18 months
- Filter for the specific offer you're promoting (don't mix 1:1 data with group program data)
- Look for patterns: titles, industries, how they found you, their first wins
- Identify who paid with the least resistance — who said yes fast?
- Note who did the work long-term — who continued, referred others, and energized you?
Once you've identified who it is that you're looking for based on your payment data, you're not just going to look at who paid. You're going to look at who paid with the least level of resistance, who actually did the work long term, who referred people to you, and who you thoroughly enjoyed working with.
Question 3: What is the one call to action?
What's the one place you're going to lead them to? On LinkedIn, it works really well if you just have one front forward-facing offer and if that offer leads to the offer that you're going to sell.
| Your Goal | Your CTA | NOT This |
|---|---|---|
| Increase webinar registrations | Register for the webinar | Download an ebook |
| Sell more books | Buy the book / Join newsletter for free chapter | Book a consultation |
| Close high-ticket clients | Book a consultation call | Follow my page |
| Build an email list | Join the private newsletter | Watch my YouTube |
The call to action needs to align with the one goal that we defined in the beginning. One goal. One audience. One CTA. That's it.
Usually, when I work with consultants, coaches and business owners long-term on LinkedIn, those clients have very high ticket offers. It's either they're being led to a consultation (they have the sales skills to close, they just need the right traffic) or it's joining a private email list if they're a little bit more established.
Why These Questions Matter: Profile Optimization & Content Strategy
Once you have clarity from answering these three questions, you can then apply them to how you optimize your profile. You have to think about it through the lens of the one person that you're looking to attract, down to the photo that you decide on your profile.
- Profile photo — Casual for coaches targeting solopreneurs, polished for corporate consulting
- Headline — Speaks directly to the person you want to attract
- About section — Written for your ideal client, not a resume
- Featured section — Showcases your CTA (webinar, lead magnet, booking link)
- Content topics — Chosen based on what your ideal client cares about
If you are consistently posting in different mediums and you don't have the right people coming to you, there's a messaging problem every single time. The person that you're looking to attract is not getting the signal that you know what you're talking about, that you can help them, and that they should come to you over everybody else.
From Cold Calling to Inbound Leads
I started posting on LinkedIn almost 5 years ago today. When I started doing that, I went from having to literally chase people in the DMs and do cold calls, which I completely hated, to doing business 99% inbound ever since.
I did not start content wanting to be an influencer. I just started it because I hated cold calling so much that I was like, I think this could work. I'm willing to try every single day for 30 days.
Within 30 days, people started connecting with me on LinkedIn instead of me having to always connect with them. Got a few inbound prospects, put the pedal to the metal ever since, never looked back. I've coached hundreds of other entrepreneurs by this point over the last 5 years. It's worked for them as well.