The 3 LinkedIn posts every Solopreneur needs

With these posts in your kitbag, you're unstoppable.

Author

Joe McKay
November 04, 2024

Welcome to the Thought Follower, your #1 source of LinkedIn advice & writing tips, wrapped in a fresh anecdote each week. 

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Chasing after the wind with your LinkedIn content? Stuck trying to please the algorithm or just posting whatever comes to you each day? No more.

I reckon you only need 3 types of LinkedIn posts in your Solopreneur's kitbag.

Here’s the content strategy I use to help people Know, Like & Trust me.

Post Type

Goal

Success Metric

Share of Voice

Awareness

Grow your audience

Eyeballs: Impressions / views & Follows

30-40%

Trust

Educate your audience, demonstrate expertise

Engagement: Likes & Comments (from a relevant audience)

50-60%

Offer

Invite people to work with you

Enquiries & Handraises: Inbound messages + profile views

10-20%

Each type of post can come in lots of different flavours & formats (see below), but ultimately any post you create should be designed to achieve 1 of the 3 objectives above.

That’s enough theory - here are real examples you can use to setup your own content system.

Awareness posts

Includes generalised content your audience would find interesting. The goal is simply to increase the pool of people you can build trust with & make offers to.

  • tell stories about your business & how you got here (link)

  • share something about your habits / working life (link)

  • talk about your biggest fail or biggest win (link)

  • share your best piece of newbie advice (link)

  • discuss your POV on an industry trend (link)

Trust posts

More specific content that positions you as an expert in what you do. After reading each post, your audience is convinced you know what you’re talking about.

  • share a framework or tip you apply with clients (link)

  • break down how you achieved a client result (link)

  • solve a problem your target audience faces (link)

  • introduce a mental model you use (link)

Offer posts

Very specific content targeted at your Ideal Customer. The goal is to progress them to raise their hand or contact you. The Call To Action might be to book a call, send you a message or download something you’ve created.

  • break down your core offer & what’s included (link)

  • talk about the transformation it delivers (link)

  • customer case studies / testimonials (link)

And that’s it! See if you can recreate each of these post types & queue them up for next week.

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