Hey, Reader,
Last week, Melissa, one of my newsletter subscribers, emailed me and asked...
“Are my posts not getting as many impressions because LinkedIn now lets people boost content and I’m not paying for it?”
Totally fair question.
And honestly? I know a lot of creators and founders are silently wondering the exact same thing.
Since LinkedIn rolled out post boosting for individuals earlier this year, the platform does feel different.
Regular posts that used to get thousands of impressions now barely get half of that, and it’s tempting to blame it on LinkedIn pushing us into “pay to play.”
And listen, as a business owner myself, I get it.
LinkedIn is a business, too. They’re going to monetize attention. And truthfully, I can't fault them for that. So yes...perhaps boosted posts are getting favored some.
But...
Here’s what I told Melissa, and it might surprise you.
If your goal is to use LinkedIn to attract clients (which is the goal for about 99% of the founders I work with), obsessing over impressions is the wrong game.
And that's about all boosted posts can guarantee you...more impressions.
Read that again.
What actually matters?
Whether your content is sparking conversations behind the scenes.
Someone reads your post → they DM you → and they reference something specific you said.
That’s the stat (conversations started) that LinkedIn doesn’t track for you.
But, honestly, it’s the one I care about the most because it's what truly moves the needle in my business, allowing me to continue on this path.
The Hidden Metric: Conversations Sparked
Here’s how I define a “high-performing post” on LinkedIn when it comes to helping me promote my services as a LinkedIn personal branding coach and creator...
It's the posts that lead to at least one real conversation.
Not likes.
Not loves.
Not vanity impressions.
👉 A real, human conversation.
Most people treat their activity on LinkedIn like a checkbox. Hit post. Hope someone sees it. Come back to it to see if the impression number goes up.
Because we've been trained with social media that the higher the number, the better...we must be doing something right. And the lower the number...we must be failing.
But if you want to create content that actually leads to clients on LinkedIn?
You've got to create inviting content that sparks a dialogue.
And you know you've done that, when you read DMs like this...
“Hi Allison, hope all is well. I saw your post today, that's a wonderful endorsement from your client. While I'm not ready for a LinkedIn coach, I'm exploring what that would look like. Can you share more about what you offer and the investment required, please?
Or…
“Hi Allison, I saw what you were able to do with Julie, and I wanted to reach out to first introduce myself and to see if we can discuss your expertise in revamping my LinkedIn brand."
Those are the messages telling you that you're creating content that hits home and attracts the audience who need your services.
Want a Simple System? Try This...
Every time someone messages you about something you posted, log it.
I'm a Google person, so Google Sheets is my go-to for a free resource. But you can use Notion and other tools as well.
Keep it simple to 4 key items captured...
1 Date of the DM received
2. Individual's Name
3. Reason They Reached Out - (Saw your post, saw your comment, etc.)
4. Next Steps - (Note what you last discussed, record if you booked a call, etc.)
This does a few things...
- Shows you exactly what types of content trigger real conversations. (Excellent for referencing when you're in a rut about what to create next.)
- Keeps you from spiraling over “low” impressions when a post is actually doing its job and quietly converting.
- Helps with staying organized with your leads
Key Takeaways....
You don’t need thousands of impressions per post to secure the right clients.
You just need multiple conversations happening.
Ask yourself at the end of each week....
“Did anything I post lead to a DM, an email, or a spark of curiosity?”
That's the hidden metric to watch! And more of the content to lean into:)
P.S. This isn't to say it's not worth experimenting with boosted posts, but what I am saying is that you don't have to boost your posts in order to grow your client funnel. But you do have to be willing to put in the work.
Is there something else that's top of mind for you right now where you wish you had clarity? Hit reply and ask:)
I answer every single email.
And no, it's not my virtual assistant...it's me:)
P.S. Tired of wondering why LinkedIn isn’t bringing in clients? With my LinkedIn Transformation Package, you’ll receive a done-for-you system including an optimized profile page, strategic content plan, with one-on-one engagement coaching to help you finally start seeing results.
Tony took advantage of this offer, and look what he had to say about it...
Talk soon,
Find me on LinkedIn, YouTube, or book a 1-on-1 clarity call
When you're ready, there are 2 ways I can help you...
- The LinkedIn Transformation Package: For Founders and Small Business Owners ready to turn LinkedIn into a client-generating funnel. I’ll optimize your profile, build a content strategy aligned to your goals, and provide engagement coaching to help you grow your audience and revenue on LinkedIn.
“I would not hesitate to work with Allison or recommend her to others. She’s the real deal.”
- Rachel Wixey, Founder, WorkWell LLC
- Clarity Call: Not ready for a full package but craving results?
This 45-minute session is ideal for founders and business owners seeking personalized guidance to refine their LinkedIn strategy and begin attracting new clients.
"I was so impressed with our call that I decided to hire Allison to help me and my business further with her LinkedIn expertise.”
- Maggie Brubaker, Co-Founder, Conference Planning Service
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