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by Mrinal Singh
Founder and CEO, Bolto (YC S23)
~15k followers on LinkedIn, up from ~3k since March
$3M+ in total inbound pipeline generated from LinkedIn
https://www.linkedin.com/in/mrinalsingh2/
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Since starting to take LinkedIn seriously in March, my account has grown from 3k to 15k followers and the content has generated $3M+ in inbound pipeline for Bolto. There’s a lot of advice on LinkedIn content out there; this post shares our approach in case it’s helpful.
General Advice
LinkedIn only matters if you’re reaching your target customer. If your target customer is not on LinkedIn, don’t buy into all of the hype you hear and waste time on it. It won’t help you. We’re in B2B and sell to every company who pays employees; it’s a no brainer for us.
LinkedIn is a waste of time if you don’t already have existing successful sales processes. Hotter take, but if you’re struggling to find any growth channel and think LinkedIn is going to be the magic one, think again. For most companies, LinkedIn simply serves as an enhancement to existing processes. It’s top of funnel awareness that works best when you have strong bottom of funnel efforts too. The exceptions to this rule are generally GTM/sales products as there’s a natural synergy between the type of growth hacking / tactical posts that do well on LinkedIn and the sales/gtm products that enable them.
All this being said, if your target customer IS on LinkedIn, and you DO have existing successful sales processes, I’d highly recommend giving LinkedIn content a shot.
With just a few hours per week spent strategizing + writing content, we reach over 100,000 people every week, for free. It’s a remarkable channel.
Our Strategy
Building a Repeatable System