According to LinkedIn sales navigator, 97% of LinkedIn users do not post regularly.
Despite high volumes of content every day on LinkedIn, most users consume rather than create content. If you’re feeling like “everyone” is posting and you’re not, it’s actually the other way around. You don’t need to become a daily LinkedIn machine to be visible.
As a matter of fact, if posting daily was all you did, it wouldn’t be enough. That’s because LinkedIn is meant to be social.
Think of it as the world’s biggest networking event, with over 1 billion users. If even some of those users have multiple “pages” (their profile, a company profile, articles) then LinkedIn accounts for at least 4 billion pages on the internet. That’s a powerful search engine.
And, like a networking event, if all you do is show up and talk about yourself, you’re not going to make very good connections. People aren’t going to come rushing up to you, holding out business cards.
Getting results from LinkedIn isn’t simply about posting. You need to show up with useful posts, yes; and you also need to connect. Comment. Ask questions. Make referrals. Ask for referrals.
Let’s start with what to post about, and then we’ll move on to engaging with people. (Spoiler alert: the more you comment and engage with others’ posts, the more they will see yours!)
Feel free to jump to a section that interests you most:
- Use three types of LinkedIn posts: authority, business and personal
- Authority posts
- Business posts
- Personal posts
- Post structure: Give people a reason to keep reading
- Repurpose what you’ve already created
- Conclusion: Post on LinkedIn consistently enough to learn what works for you
- FAQs
Use three types of LinkedIn posts: authority, business and personal
It’s easy to think that the kind of posts you need to be writing are all about what you know. Authority. Education. Thought leadership.
And those are valuable: but remember, this is the world’s biggest networking event. You need to balance your authority posts with others which help people understand who you are. How you work. What you actually do (and the impact it has on people and businesses).
A good posting balance is to cover three types of posts every week:
- Authority — insights, client work, trends
- Personal — perspective, experiences, observations
- Business — what you offer and how to get in touch
If you post three times a week, you could share one of each. If you manage one or two posts some weeks, that’s still useful. This kind of marketing follows a rhythm, but it doesn’t have to be formulaic. Be consistent and over time you’ll build a clearer picture of who you are and how you help.
To get yourself into the new rhythm, start with an introductory post. (We suggest doing this after you’ve made some connections with clients and referral partners! For more on how to do this, read How to set up your profile to attract better connections.)
Re-introducing yourself not only reminds people you exist, it’s an opportunity to help them understand who you are today, and what you do these days. After all, many of your connections may think you still work at the firm you were at before you went out on your own. Or that you do taxes simply because you’re a CPA. And so on.
An intro post can combine all three of the post types in one: personal, business, and authority. Tell a little about yourself, and what you do, and who you serve. Maybe a little about why you really enjoy working with these kinds of clients.
Include a photo of yourself – ideally a fairly natural one, that looks and feels real. In this huge networking event, you’re introducing yourself in a way that others connect with.
Do one of these intro posts every 6-8 weeks, and in between, start writing those 3 types of posts each week.
- Authority posts show what you know.
- Business posts tell people how you help.
- Personal posts make you more memorable.
Over time, this builds a picture of you which the right kind of clients connect with (perhaps literally).
Write authority posts that show what you know and why people can trust you
Authority posts help people understand what you know, who you help, and why your perspective is worth listening to.
They can be educational, but they don’t always need to be a teaching post. They can show your experience with a specific audience, the problems you help solve, the results you’ve helped create, or the conversations you’re already having with clients.
Authority posts can come from any of these:
- A client conversation you had this week
- A repeated question prospects keep asking
- A recent tax, legal or regulatory change
- A problem you keep helping clients solve
- A client result or testimonial
- A talk, webinar, or podcast you’ve been asked to contribute to
- An event you attended and what you drew from it
- A book, guide or resource you’ve written
- A pattern you’re seeing in a specific sector
- A lesson from work you’ve delivered for a client
For example:
- “This week, a client asked whether they could afford to hire their first team member. Here’s where we started.”
- “A new reporting change is making a lot of [type of] business owners nervous. What actually matters right now is….”
- “When this client first came to us, they were guessing from their bank balance. Now they have clearer numbers and calmer decisions.”
- “I was asked to speak about cash flow this week, and I’ve noticed the question clients are asking isn’t the real problem.”
- “We’ve been working with several hospitality businesses recently, and the same issue keeps appearing.”
These posts show more than mere accounting knowledge (which these days can be accessed just about anywhere). They show proximity. Humanity. You’re actively working with these people, hearing their concerns, solving these problems, and seeing what changes.
If you’ve answered the same question more than once, noticed the same issue across a few clients, been asked for your opinion, or helped someone get a clearer result, you have an authority post.
Posts perform better when they are connected to real situations. People are more likely to engage when they see how your content relates to them and their problems. Think about what makes them want to read something (or what makes YOU want to read something?) and what is in it for them if they do.
For an authority post, you might expect you can create this from a blog post you’ve written – and you can. But be careful not to make every authority post a blog post, or they won’t feel as real.
And even if you do take content from a blog post to use for your authoritative LinkedIn post, simply sharing the blog link rarely sparks interest. (Like someone handing out official brochures at the big networking event.)
Instead, start with something relevant: a client question, an issue that keeps coming up, something changing in your industry. Share a little more about it, and link to the full post (either in your LinkedIn post itself, or in the comments).
Bonus extra: The Content Stacker
As a side note, if you have written a blog post, turning some of that content into a LinkedIn post isn’t the only way to re-use your core content. Download our free Content Stacker guide – it includes a free Claude Skill to help you create multiple forms of content from one core piece of content, like a blog post.
Write business posts that make your offer clear
Next up: the business related post. You’ve started to establish your authority, explain some of the issues faced by your clients, and the experience you have dealing with these challenges.
And before we get to the personal posts (which help people understand why they’d work with you), don’t forget to actually tell people about what you DO.
The business post focuses on your services – what they are, the process, the reason behind the process, and the outcomes. People may know you’re an accountant, but do they know what “Outsourced CFO services” actually means? Look at all those line items in your service packages – do potential clients understand them? Does anybody?
Business posts help people understand what you offer, who it is for, and how to take the next step. They don’t need to be pushy: they need to be clear. This isn’t about forcing yourself to write salesy posts and feeling awkward about it.
True sales – the helpful kind – doesn’t mean repeating “book a call” every five minutes. It means you’re helping people identify the true problem (not always the one they think it is), and connecting that to a service which can solve that problem.
A business post addresses the problem, who it affects, and how you help. It uses the client’s language about their desires and pain points, such as:
- Knowing which bills to pay when
- Understanding when you’re ready to expand
- Confident in financial reporting
Some business post angles you can use include:
- “Here’s the exact kind of person we help”
- “Here’s the problem this service solves”
- “This point is when people usually come to us”
- “What working with us looks like”
- “Who this is (and isn’t) right for”
- “How to get in touch”
It is okay to say, “Here’s my offer, and here’s how to buy from me”, as long as you give enough context first.
People aren’t going to enquire about a service they don’t know you offer. A good business post helps the right person think, “Oh, that’s what I need.”
Write personal posts that give people a reason to remember you
The third category of LinkedIn post reflects the fact that people do business with people. In our world’s biggest networking event, they want to see some humanity, some insight into why you. Why, amongst all the accountants they could work with, would they connect with you and your firm?
Crafting perfectly structured posts (especially using AI) can feel very professional, very educational. You’ve followed the formula, chosen the right words, told them what you do and how you do it.
Personal content is what helps them remember you.
Personal content often drives stronger engagement and connection and helps people understand the human behind the advice. They answer the question: “Why you?”
This is why your perfectly crafted post about cash flow will likely get fewer likes and less engagement than the quick post you added about your dog, your holiday, or your opinion about tacos.
When considering the personal post, be reassured that “personal” does not mean “private”. You don’t need to post your children, your private life, trauma, or anything you’d rather keep offline. Some people do, but your level of personal needs to match what you’re comfortable with.
Think about it like a passing comment you’d make at the networking event, the kind which causes the listener to feel they know you a little better.
Personal post angles:
- Something you’ve noticed (in client meetings, with the team, in business)
- Somewhere you’ve been (an event, on holiday, visiting a client)
- A failure you experienced (and possibly the lesson you learned)
- Something you’re working on recently
- A difficult season you’ve come through (so people can relate, and know you’re not a perfect paragon of success)
- A big accomplishment (launching a podcast, reaching a target, publishing a book, a number of years in business)
- A small celebration (a new client, a personal best at the gym, a day off)
- Behind-the-scenes moments from your day
- Visual cues people can associate with you (a dog, hot sauce, mug, colour, notebook, hobby)
Some points of guidance for your personal posts are:
Speak from the scar more than the wound: Sharing lessons about difficult times can be helpful, and it’s your decision whether you wait until the situation has passed or share some learnings part way through. In general, speak from the scar, not the wound. People are sympathetic about tough times; and they also want to feel confident that you can guide them through yours.
Strong opinions lead to strong opinions. If you decide to share something truly controversial, be ready for the engagement. Most people won’t give spicy opinions, which is why it can help you become more memorable. Not every post needs to appeal to everyone. But if people really don’t like it, they will let you know: and how you respond in the comments shows them more about who you are, too.
Share the numbers. Talk about results – actual outcomes for real people (whether you name them or not). Share your own numbers, if you’re comfortable with that. Revenue growth, profit improvement (or lack thereof), time saved or time lost, and so on. Think about the stories your prospects and clients relate to – when you say “We worked with a business owner in your situation, and they broke out of their deficit for the first time in five years.” That’s intriguing, because it feels real. They can relate to it personally, too.
Test weekend personal posts. Sharing a lesson, a thought, a photo on the weekend can be worth testing because fewer people are posting then, but many business owners are still checking LinkedIn on a Saturday or Sunday. You may get more actual engagement on Monday and during the week, but it can take several days (or even weeks) for your post to get traction.
Post structure: Give people a reason to keep reading
Whilst creating cheesy “hooks” can feel salesy, there is an argument to be made for getting the first line of your post right.
The first line matters because people are deciding whether to stop scrolling and read further. (It’s similar for a video: the first 1 second is to get them to watch for 5 seconds; the first 5 seconds is to get them to watch for 10 seconds, then 30, then the whole video.)
That doesn’t mean you need clickbait. You don’t need to add “read to the end” or tell a fake dramatic story about how buying a sandwich changed your view of tax planning.
But you do need to give people the useful part as early as possible. Start with something specific, such as:
- “Three clients asked me this week whether they can afford to hire.”
- “If your profit looks healthy but your bank balance doesn’t, this is where I’d look first.”
- “Before you switch to x accounting software, check this.”
- “A bigger team doesn’t always mean a calmer business.”
A good opening line makes the reader think, “That’s relevant to me”, and keeps reading. If you try to warm them up by saying, “Last week I was looking at my calendar, and planning for the week ahead,” they may keep on scrolling because they don’t know what the post is actually about – or subconsciously believing it’s not relevant to them.
If you’ve generated your post using AI, chances are it’s going to lead you towards a grabby hook-style opener. If that’s your brand voice and vibe, go for it. But if it doesn’t sound like you, ask it to try again. (This is why having a documented brand voice is so important.)
For example, our team was working with Claude this week to create a content-stacking process for a client’s blog posts. The post our client had written was about pricing – their approach to it, what elements are considered and affect the cost, and some sample ranges of pricing based on a composite of clients. It was a good post – helpful and clear – and the client’s tone is warm, friendly, supportive, and authoritative.
Here’s what Claude came up with for the opener on a LinkedIn post:
“‘Contact us for a custom quote.’
We know. We hate seeing it too.
So we did something different: we broke down exactly what drives the cost of outsourced accounting, and gave real dollar ranges….”
Even worse was the suggested video script:
“Go to any accounting firm’s website and ask about pricing. Go on. See what you get.”
[Beat]
“Probably a ‘contact us for a custom quote’ button. That’s it. We think that’s rubbish, so here’s real numbers instead.”
That felt like a disaster, because it was. This firm owner is kind, expert, and community focused. Saying “go on, see what you get” or “we hate seeing it too” had a real accusatory tone. Mocking or belittling other firms who aren’t as “progressive” as theirs. And this firm is in the States, not the UK, so using the word “rubbish” doesn’t make sense.
You want to have both: a good hook, which sounds like you. That will be helpful, and ultimately more readable.
Repurpose what you’ve already created
If you’ve read this far (congratulations), you’re likely feeling a little overwhelmed. In addition to fixing your profile and connecting with people, and writing 3 posts a week on rotating themes, using the right hooks, you’re also supposed to be commenting and engaging and and and….
You’re tempted to give up before you start.
Good news: you don’t need to dig deep for a brand-new idea every time you post. You will already have useful content existing in:
- Existing blog posts
- Email newsletters
- Webinar content
- Proposals
- Client emails
- FAQs
- Call notes (this is your “marketing gold dust”, using your AI notetakers)
- PDF guides
- Website pages
Even just one of these pieces of content can become several LinkedIn posts. Think about the pricing blog we mentioned earlier. This could become:
- An authority post answering a common question
- A business post explaining how the firm approaches this part of the process
- A personal post sharing a lesson from when you requested pricing from someone in professional services
- A short video talking through one or more of the points in your blog post
- A carousel (graphical images showing the points from the post)
Repurposing helps people remember you because most people won’t see every post. Remember that most people need to hear something nine times before it finally lands; if you shared your excellent post on a day when they were away, or on holiday, or distracted, they never even saw it. Repeating the same core idea from different angles is useful, not lazy.
Best of all, you can build a skill to help your AI tool pull a variety of angles from your core content piece. Use the Content Stacker™ checklist to start with a core asset, and recreate it into many forms of smaller content – including LinkedIn posts. Log in or register for our free Members Hub to download the Content Stacker™ Checklist – which includes a link to download a Claude skill for this process!
Conclusion: Post on LinkedIn consistently enough to learn what works for you
One post won’t prove whether LinkedIn “works” for you. (Remember to be honest with yourself about the results you want from your LinkedIn activity – for more, read this post.)
You’re building a body of work. Over time, people will start to associate you with certain topics, opinions, services, and ways of thinking.
Posting two or three times a week is a good rhythm if it’s realistic. If you’re starting from nothing, even one useful post a week is better than waiting until you have a perfect plan.
Once you’ve picked up your rhythm (or picked it up again, if you’d dropped it), review what happens over time. Don’t only look at follower count.
Go to the Analytics section of your profile (private to you) and evaluate:
- Post impressions
- Posts with more comments
- Followers
- Search appearances
- Profile views
- Top posts, including which post types people respond to
You need enough posts to see patterns. If you’ve only posted twice in six months, there isn’t enough data to judge.
And finally, when you are reviewing your LinkedIn analytics, remember not everything is documented in the numbers. Perhaps one of your posts with less engagement (according to the data) resulted in a DM from someone asking about your services. Or you didn’t get any leads in the past month, but someone commented how helpful you’d been and how it affected their business and life.
FAQ’s
Does an external link go in the post or in the comments?
Either can work. If the link is important, put it somewhere people can actually find it. If you want to test whether comments affect reach, try both for a few weeks and compare your analytics.
Will LinkedIn penalise me for sharing a link?
LinkedIn doesn’t publish a simple rule saying “external links are punished”. Give people a reason to care before you share the link, then test what works for your audience.
https://maverrik.io/blog/linkedin-link-in-post-algorithm-penalty/
When is the best time to post on LinkedIn?
Start with weekday working hours, especially Tuesday to Thursday, then check your own analytics. Your best time depends on when your ideal clients, referrers or future team members are actually active.
https://www.supergrow.ai/blog/best-time-to-post-on-linkedin
How often do I need to post on LinkedIn?
Two or three times a week is a useful rhythm. If that feels too much, start with one good post a week and a few thoughtful comments, and build from there.
Do you have a question that hasn’t been answered here? Send us a message via LinkedIn and we’ll answer it for you.
