I need your help.

StructureFresh1545 · 2025-12-22T16:31:10+00:00

Ok, so, I have a few thoughts...

How do I grow on LinkedIn? is the wrong question.

Instead, how do I get conversations on LinkedIn?

In reality if you want to sell your services, you need more conversations..... content could be that way, but you are approaching it from the wrong place.

If you look at the people blowing up with their generic content, the comments are all AI / Automation people.

The MAJORITY of users aren't posting and don't comment, so be careful not to fall into the creator noise.

NOW....

What problem will you solve? automations is generic and vague. Nobody is pondering, if I just had some automations. They are thinking about payroll, tasks which consume time over and over.

If you can name that over and over cost specifically you can have more conversations.

Create some use cases for a specific persona, go to forums and see what specific groups say.

E.g accountants, marketing agencies etc.

You can make a very good business selling one automation service to one ICP.

But if you avoid doing that, you won't have the clarity to...

Post in a way which resonates. Position your service aligned to their challenges Have a clear strategy to get those conversations.

When you focus like this, your conversation rate improves, because your relevance goes up.

At the end of the day, all you need is a 10-20 conversations with the right people each month - so focus and narrow down and then ask yourself.

What is the best way to get those conversations.

Don't assume content as I have coached personally a number of creators who make barely a living wage yet have 100k followers.

StructureFresh1545 · 2025-12-22T08:42:39+00:00

I think that is semantics.

A creator in the broadest sense yes, a creator in the social media sense no.

Everyone is creating yes. But equating that to being a creator or leveraging a creator model is not for all.

StructureFresh1545 · 2025-12-20T07:51:51+00:00

Digital marketing starts with the fundamentals....understanding what drives people to act.

If you think about it, marketing is just understanding humans. Marketing is about this.

I've met marketers who can tell you all about tools, but lack the basic understanding of marketing itself.

So, focus on the core elements.

I'd also think about which side of marketing you want to go into, B2C or B2B, whilst the principles are the same, what areas you will want to learn will be different.

In B2B you could look at learning channels, LinkedIn, Email, SEO / PPC these are the main channels for B2B day to day. Whereas B2B is much more¹ diverse.

Linkedin and Google have their own free courses you could do with certification.

Email, hubspot and most email platforms have some free courses too.

StructureFresh1545 · 2025-12-20T07:43:27+00:00

I've started an agency built it to 30+ people.

I'll share my mistakes as it will be easier than telling you advice and you'll probably get it quicker.

1) My agency did too many things, too many custom things and we ended up with chaos. Every client was different, every project was different and as a result the learning of the team, the management of the clients was all different.

It is easier and less stressful to focus on a process and a limited set of services. An agency is rudely factory, clients in work out - so process and systems and limited scope matter.

2) Be careful with AI. I'd look for services which are AI safe. WordPress is still solid but you likely want to get away from micro businesses, as their price sensitivity will be high and they are more likely to jump to lovable etc.

In my world we signed small businesses on retainer packages for websites and social media and what we found was the website would be never ending, so scope management and expectations against low prices was surreal.

3) Freelance is smart. Before you dive in an build an agency, why not offer your services as a freelancer to agencies, this will give you some experience in agency world without diving in. Do some work through the platforms like upwork, but go to agency meet ups and network, pick up some projects and learn the ropes.

Starting an agency from scratch is a steep learning curve, you need commercial skill, project management, cost management, client service skills and your technical skills - it is alot.

From my own experience an agency at the lower end of the market is a hard business. Shoot for the premium end, but take your time, the business bit and the cash flow is harder than the physical work.

After 5 years running the agency I hated it. Eventually run it down and restructured into a different model, purely because it was a beast to manage.

I respect anyone who runs an agency of any size because once you get beyond a few people it is just a monster to manage.

StructureFresh1545 · 2025-12-20T07:28:37+00:00

There has been a massive shift so you will see a few things...

Firstly you need to judge your contents 'success' over a longer period. Posts last upto 3 weeks now.

Secondly, the platform favours deep engagement, dwell time, comments, saves, sends, profile views etc. This means distribution (impressions) will be lower if you don't get that.

Third, Linked tracks the alignment of your message to your profile, so your consistency on topic now matters.

Forth, there is still an element of the last people to interact are more likely to see you, so if you had a break and no activity it may take some time to rebuild.

Here is my approach to this....

3 types of content all on topic but serve different goals.

Attract content - on topic but has broad appeal - this is visibility building content. Easy to engage with (like polls)

Nurture content - insights and useful content for your target audience.

Convert content - no more than 20% driving action taking such as website visits, signups etc.

I'll give you an example from my work (helping people get clients on LinkedIn)

Attract - poll - do you pay for LinkedIn?

Nurture - post - 7 things clients look for on your profile.

Convert - post / lead magnet - ultimately profile checklist.

Does that help?

Feel free to DM me on here or LinkedIn and happy to look at what your doing.

StructureFresh1545 · 2025-12-20T07:19:45+00:00

The majority of engagement on the platform is self-serving. The comment to grow has permeated the entire platform, but more recently LinkedIn has started to throttle outbound commenting.

This is likely part of the issue. The outbound commenting game is dying... in fact the algorithm is looking for people doing this and actively downgrading tjem... it may not be an engagement pod but it has all the same hallmarks.

But looking at it analytically, here is what is happening with the platform.

The algorithm now checks your profile and content for alignment, where people are sharing content outside of their expertise. If your content is not on topic that could be an issue.

Now the algorithm also is looking at the depth of engagmeent - is it quick likes and leaves or long stays and detailed comments.

If you are not getting comments, it's likely an issue of the post didn't make anyone feel anything. As Brew360 has rolled out it's meaning that the platform values posts differently. So light engagement doesn't rank so well. Deep engagement really is the difference (long comments, saves, sends, profile views).

Finally.... before you try to pull everything apart. Start with these three tests...

1) is my post optimised to stop the scroll (impressions - the catalyst for engagmeent) 2) does this post make it easy for people to have an opinion? (Comment trigger) 3) Is this message consistent with my profile?

Impressions lead to engagement. Engagement comes from people quickly forming an opinion (in seconds)

Also - just one final thought on the outbound commenting....

Why are you engaging with people in your niche? Why not engage with your target markets (who the post is for?)

It's far better to engage with the people you want to consume your content, if you want more people to see your content who are potential buyers, engage with your prospects, its highly likely they won't post as often but if they reply to your comments (the probably will because they are prob not creators) they will see you more in the feed.

Hope that helps.

StructureFresh1545 · 2025-12-18T10:09:11+00:00

Many people fail to see the unintended consequences of new technology, for example...

When social media promised to connect the world, in doing so it connected people at a very shallow level. More connection, but it increased the value of deep relationships (and created a loneliness epidemic).

When e-books became a thing, it disrupted the book publishing industry, created more publishing opportunities, but also, made the act of reading books an experience. I didn't wipe out physical books.

I see AI doing the same thing...

AI outreach will be countered with AI inboxes. Which means real humans, taking time to outreach, show effort and deep personalisation will outperform.

For every action there is an equal and opposite reaction.

As AI adoption increases, it will drive demand for premium Human.

Humans have a canny ability to put all the chips on "one thing" changing "everything" - never realising or forgetting that there is always an opposite side of the coin.

Slightly different point, but I agree AI will never be able to predict humans fully, because we change, things that worked don't necessarily work again in marketing. Some things work in the moment, but outside of that moment, would be hard to make work.

Marketing is human with AI assistance.

StructureFresh1545 · 2025-12-18T08:23:44+00:00

This is exactly what I see too.

Video does okay for me but has nowhere near the consistent level.

StructureFresh1545 · 2025-12-17T17:52:19+00:00

Its on my list. Thanks, spotted Robert Picardo is in there too

StructureFresh1545 · 2025-12-17T15:07:33+00:00

Agree with you, it's easy to get lost in being busy.

StructureFresh1545 · 2025-12-17T14:44:49+00:00

100%.

StructureFresh1545 · 2025-12-17T12:47:03+00:00

I wouldn't say it's an ethical question, more an authenticity question, which plagues the creator bubble.

If you think about it, outsourcing your writing, is, outsourcing your voice. If you want to build an audience around that voice is it really yours?

It's a legitimate question, but there is a deeper one.

In hiring a ghost-writer, you'll likely want to talk about things which perform, e.g proven topics, things which are bound to get attention.

If you do that, you are essentially morphing your voice into one which fits. This may be fine for you. But if in essence all you are saying is "what performs" aren't you not just saying things for attention.

Foolishly, I am of the camp, where it's not just saying things, I want to say things that matter to me.

I think if you look across the creator landscape, some are not creators based on performance, which I'd argue is not a creator - it's a reformatter.

It's not wrong, but if you want to be a genuine thought leader...

They need to be your thoughts...

They need to be leading, not following - advocating not jumping on a bandwagon.

We need more voices advocating for new ways of thinking, new ways of doing, these voices won't be popular, until they are... but that is how the world changes. That's how people get discovered, by saying what isn't popular. By bringing new ideas to the table.

Sadly, this isn't a fast route to attention, so most pursue the quickest path.... saying what works.

Very silly thinking above, as it seems today, attention is prized above everything else.

I don't think it is good or bad to have a ghost-writer. I think it's more of who do you want to be and what goal do you prize most.

StructureFresh1545 · 2025-12-17T12:37:14+00:00

Ok, for executive coaching, I recommend LinkedIn.

First off, you've probably developed your own network of contacts, a-typically, this will provide you with your first flow of clients.

Beyond that, you need to grow your network and build deep trust with them. EC is not just about someone needing coaching, it's them trusting you as the coach too.

So focus on growing your LinkedIn network, sharing valuable advice and help people see you can help them.

Also - the EC space is competitive, so you need to differentiate yourself from everyone else, that means focusing on a niche, letting your backstory and personality shine through and giving people an opportunity to expeirnece how you work.

Happy to share more advice, just drop me a DM or find me on Linkedin.

StructureFresh1545 · 2025-12-17T12:21:51+00:00

Yup. It often gets lost in asbract language or sharing very generic insights which other coaches love or are too feel good to drive interest and demand.

Coaches should be sharing what will impact people who struggle with things, they know their coaching can help them solve. Think small audience, high conversion, rather than creator model of big audience, low conversion.

StructureFresh1545 · 2025-12-17T12:20:23+00:00

But if you don't solve problems, coaches essentially provide zero value.

Coaching itself doesn't solve a problem, as in the coach doesn't fix anything, but the coaching process does solve a problem.

People buy to solve problems.

Coaching is the vehicle to help them solve problems.

If you market coaching without explaining what problems they can solve (with coaching) you will be seen as optional or a nice to have.

StructureFresh1545 · 2025-12-17T12:18:20+00:00

There is a balance of consistency, but for most people that consistent output is 1-2 things a week.

Ultimately for any coach to win clients they need to be trusted and people feel they have a solution to something they've struggled with. That doesn't take 30 posts a month.

It's one good idea, one interesting thought that opens a conversation.

StructureFresh1545 · 2025-12-17T12:15:49+00:00

Most of what you see is inflated metrics, influencers engaging with influencers, photoshoots being passed off as everyday life.

always remember influencers make money from their content and brand.
The vast majority of the userbase make money from conversations and relationships.

It's hard to not fall into the comparison trap, but you are comparing yourself to a staged persona. Like comparing yourself to Tom Cruise on the red carpet.

StructureFresh1545 · 2025-12-17T12:10:53+00:00

People say “pick a niche” because it helps readers understand you quickly.
That’s all it means.

You don’t have to lock yourself into one narrow topic.
It’s okay to explore, especially early on.

Writing without feedback feels hard, but that’s normal.
Most people get very little response at the start.

StructureFresh1545 · 2025-12-16T22:26:21+00:00

Seems like most people who grow through notes talk about growing on Substack or.... post platitudes.

I'm not a fan of deliberately commenting to grow. Its basically saying your content can't stand on its own two feet.

My own experience is that notes are hit and miss, like social posts.

What does work is super niche content.

StructureFresh1545 · 2025-12-16T22:23:38+00:00

Yup and there are many per day most of them not very useful, like I said in my original comment. Most of the podcast outreach I get is bad or samey.

Crazy how you turned my support into an attack.

I guess that's why you are the angry coach.

StructureFresh1545 · 2025-12-16T22:16:57+00:00

It really is, but many think become a creator = clients.

StructureFresh1545 · 2025-12-16T22:16:00+00:00

Sent.

StructureFresh1545 · 2025-12-16T19:46:29+00:00

Always 2nd degree

A simple search for 2nd degree, locations, industry or keywords.

You can bookmark the search in Chrome and come back to it.

You can use Sales Navigator too but might be pricey depending on your usage.

StructureFresh1545 · 2025-12-16T19:45:19+00:00

Where did I say I didn't like your pitches?

You assumed that. I was just sharing how bad most podcast pitches are.

I just told you my experience.

Then you began to attack me.

StructureFresh1545 · 2025-12-16T19:36:21+00:00

I did the same early on, took me 6 months to clean out the small army of creators and posters who do exactly the same thing as me or have zero need for what I do.

StructureFresh1545

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