Growing Personal Brands for Founders & Executives | Aspiring Coffee-Influencer & Founder at notus

Turn your story into your competitive advantage.

I decided to take a gap year in 2018 to follow my entrepreneurial dream, left my hometown in Switzerland, and traveled to the US.

The goal was to figure out things as I went, learn by doing, document my journey, and connect with inspiring people.

Just a few months into this adventure, because I had been posting content and doing free marketing consultations with local businesses, I co-founded notus in the heart of New York City alongside a former employee of GaryVee.

THIS was when I realized how powerful personal branding is.

Since then, we've had the privilege to work with 150+ founders & executives across DACH and the US, helping them strategize, launch and grow their personal brands on LinkedIn and beyond.

At notus, our core offering is the content engine:.

A seamless process that helps you:

- build an audience
- save time
- attract talent
- make more sales.

We capture your authentic voice through podcasts and voice memos...

...turning your raw expertise and unique story into content that builds brand equity and attracts the right people.

Want to talk personal branding?

Just drop me a LinkedIn message, and let's connect!

Outside of work, you’ll find me strolling through the streets of Berlin (probably with a cup of coffee), filming & editing videos, listening to music & podcasts, and drinking a whole lot of water.

Marvin Sanginés

Pls send help. January & February were crazy months for notus. We brought on many incredible new personal branding clients. Now we need someone to interview them and turn their expertise into content:

You'll be working directly with founders and executives of 7-figure+ companies, helping them turn their personal brands into growth engines.

What you'll own:

• Crafting the personal brands' content strategy
• Optimizing their online presence
• Conducting bi-weekly content calls
• Extracting their knowledge and insight
• Managing their entire content operation
• Consulting them across their GTM motion

I'm not interested in your CV or what school you graduated from (if any).

Ideally, this is you:

→ You speak German
→ You enjoy continuous learning
→ You are obsessed about the content game
→ You possess strong emotional skills and empathy
→ You are curious and eager to learn about any topic
→ You are highly organized and able to manage many moving pieces
→ You are a strong communicator who adapts to different personalities
→ You work hard and hold yourself to high standards

What we offer:

• 100% remote (anywhere in the world)
• A full-time role
• A fun, high-performance environment
• The ability to shape the trajectory of our company
• Access to all internal training & development resources
• Support to build your own personal brand

How to apply:

Record a loom video answering 2 questions:

1. Who are you?
2. Why should we hire you?

Send the loom to people@notus.xyz.

No rules. You be you.

Max Dixon and Luca Wetzel will personally review every single application.

notus is looking forward to hearing from you. :)

Building Effective Personal Brands for Founders & Executives with Purpose | B2B Content Engines & Founder-Led Marketing | Coffee Connoisseur & Founder at notus 💆🏽

Jesse Pujji invited me to reveal the AI-enabled LinkedIn system we used to scale notus to $180k MRR & 200+ clients. The result is a 90-minute masterclass breaking down our step-by-step process:

For context, Jesse's a friend, former client and an amazing case study (we helped him scale his founder brand to 30k+ followers on LinkedIn and generated hundreds of qualified leads)

This is the 3rd workshop I've done with him & Andrew Warner for the Bootstrapped Giants B2B Sales Accelerator program.

For this one, I created an entirely new presentation, where I break down our personal brand-led LinkedIn System that we used to scale our agency to 180k MRR and help our partners grow.

And for the first time ever, I pulled back the curtain on how we strategically use AI to amplify human expertise - not replace it.

The session was supposed to be 1 hour, but turned into 1.5 hours because there was so much to cover. I've compiled all the materials into a masterclass that I want to give to you guys for free.

Inside it, you'll find:

→ How to set up a content strategy using our Content Archetype Framework
→ How we create custom voice models that capture each founder's unique perspective 
→ How to turn strategic insights into booked calls using signal-based sales and thought leadership ads
→ The quality control systems that ensure every piece feels authentically human
→ BONUS: Our AI-enabled Content Creation process

The AI handles the mechanics. Our team handles the strategy, voice development, and relationship building that actually drives results.

All you have to do is:

1. Like this post
2. Comment "notusOS"
3. Send me a connection request saying “notusOS” (if you want it quicker)

And me or a notus team member will make sure to send it over ASAP.

I've spent 7 years building 200+ LinkedIn Content Engines for B2B founders & executives. The result is a 27-page Google Doc Playbook:
 
If you're the CMO at a B2B company and want to build a top 0.01% LinkedIn strategy for Q2, this should be your tactical roadmap. (at least it's mine)
 
This is the strategy we used at notus to generate:
 
• 30-50 discovery calls per month
• millions of impressions
• $180k MRR
 
And it’s the same system we implement for our agency clients.
 
Here's what's inside:
 
→ The 5 critical questions to answer before posting anything 
→ Our Content Archetype Framework (the 4 pillars that drive real engagement) 
→ The daily 30-minute routine that generates qualified meetings 
→ My full Thought Leadership Ads system for paid amplification 
→ A 6-month implementation roadmap so you know exactly what to do and when 
→ BONUS: Link to our Personal Brand Hub operating system 
→ BONUS: Our full Content Call process that helps us post 6-7 times a week (including a free month to Riverside)
 
All you have to do in order to get it is:
 
1. Like this post
2. Comment "notus playbook”
3. Send me a connection request saying “notus playbook” (if you want it quicker)
 
And me or a team member will make sure to send it over ASAP.

​​I've spent 7 years building 200+ LinkedIn Content Engines for B2B founders & executives. We turned the process into a free template (it’s gotten me 3.8mil impressions in the last 365 days): 
`
This is the exact Operating System we used at notus to manage:

- 200+ personal brands
- Bi-weekly content calls that turn into months of content
- My own schedule with 6+ posts per week

Here's what's inside the Content Engine OS:

→ Content Sources Database (store interviews, podcasts, voice notes as pillar content)
→ Content Pieces Production Pipeline (7-stage workflow from idea to published)
→ Content Archetype Framework (our 4-pillar strategy for balanced content mix)
→ Smart Content Calendar (auto-populates with status, owner, and publish dates)
→ Content Library & Repurposing System (track your best posts for future reuse)
→ Pre-built Outline Templates (key takeaways, supporting points, hooks, CTAs)
→ BONUS: Full video walkthrough from @Max Radman (our head of product)
→ BONUS: Our complete step-by-step content creation process that generates 6+ LinkedIn posts per week

This template has been refined over 7 years and 200+ client projects. It's our most downloaded resource with 2800+ downloads.

If you want it for free, you can grab it from here:

https://lnkd.in/ekXUJFXp

Sometimes I have slow weeks on LinkedIn. Sometimes I have great weeks on LinkedIn. Sometimes I love LinkedIn, and sometimes I hate LinkedIn. But all of that is irrelevant:

Because I do know that my ideal customers spend time on LinkedIn.  

So I show up every single week to keep on nurturing these relationships, to keep on getting more touch points, to keep on staying top of mind for folks, and to create more leverage for notus and for myself.  

day by day :)

52 days ago, we made a bet to turn a Lisbon villa into our notus company HQ. Here's what happened so far:

→ 724,111 LinkedIn impressions on my account 
→ 75+ qualified meetings booked 
→ First company offsite of the year 
→ Product shipping faster than ever  

At the time of filming this video, we had the pleasure of hosting:  

→ Max Radman moved from Head of Content to Head of Product. He's obsessing over how to build the #1 personal branding platform.  

→ barash (GTM Lead) works from the "hustle table." He has booked 75+ qualified meetings since we arrived.

→ Luca (COO) runs fulfillment from the fire corner. He's building what I believe will be the #1 client experience in our space.  

→ Mika (Senior Content Strategist) runs deep dive interviews, content calls, and coaching sessions with clients all day.

→ Selim (Head of Partnerships & Sales) operates from the "sales cave." If you've had a call with us recently, it probably happened in that room.  

→ Max Dixon (Team Lead, Customer Success) keeps raising the bar on content quality and how we deliver results.  

It's been so much fun spending time with them and all the other great people rotating in and out of the villa.  

1 month left to make good progress, enjoy the process, and wrap things up with the notus Mastermind feat. Niels Klement , Calvin Hamilton and team notus ofc.

Let's do this :)  

PS. We're accepting the last applications for our personal brand mastermind on March 21-23, so send me a DM if you're interested.

I studied this CEO who went from 2K to 20K LinkedIn followers in 9 weeks. He's now at 40K and scaling toward $30M ARR with 15 employees. Plot Twist: In his content, he NEVER talks about his product. Here's his genius playbook:

Meet Amos Bar-Joseph, CEO of Swan AI.

His company helps business automate their go-to-market operations - AI agents that handle lead generation, qualification, and nurturing.

But Amos never pitches his product or talks about its features.

His posts are about:

• Contrarian takes on the future of work
• Industry trends around AI agents and automation
• Personal stories of building to $10M ARR with 3 people
  
Even though I’m sure his product is great, he never pitches it directly. He’s understood something way too few B2B marketers have:

People DO NOT come to LinkedIn to read product pitches.

• They come for stuff that gives them value
• To be part of a larger conversation
• To hear others' insights & stories
  
Posting about “product features” gives people none of the above.

What Amos has realized: interesting topics directly adjacent to his product = attracting an audience that's already interested in what he’s solving.

For him, these topics fall into the domain of "the autonomous businesses" - companies that scale with intelligence, not headcount.

Amos isn't the only one. Gal Aga, CEO of Aligned (Digital Sales Rooms), follows the same playbook.

Does he pitch his platform's features? Never.

Instead, he leverages 17 years of enterprise sales experience to turn every post into a mini-masterclass:

• Granular sales advice
• Deal process breakdowns
• Tactical discovery techniques
  
Every post gets hundreds of likes because it's valuable. And who's naturally drawn to that content? Enterprise salespeople who need his platform.

Both founders discovered the same thing: when you sell transformation instead of features, your product becomes the natural next step.

Amos doesn't sell "lead generation software." He sells "become an autonomous business."
↳ $13,440,000 pipeline generated in 90 days. Solo. With no SDRs and zero ad spend.

Gal doesn't sell "digital sales rooms." He sells "become a better enterprise seller."
↳ 70% of pipeline comes from LinkedIn (regularly generates 150+ demos with 1 post)

The takeaway:

• Don’t ask: "How do I talk about my product?"
• Ask: "What transformation do my ideal customers want?"
  
Then become the person who helps them achieve it through valuable content.

And if you can get your team doing the same, that's when it really compounds.

This $300M ARR SaaS company recently shared that they have 15+ employees posting content on LinkedIn, 5 of them with 20K+ followers. Here's why EGC is the most underpriced channel in B2B:

I am talking about ClickUp. Their "EGC" aka. employee generated content playbook is worth paying attention to. Here are some of the people behind the movement:

→ Chris Cunningham (Founding Member, 32K followers) is the architect behind the whole program and posts about it publicly. He shares takedowns of outdated marketing playbooks, creator-led growth case studies, and origin stories from ClickUp's earliest days.

→ Zeb Evans (Founder and CEO, 55K followers) posts his personal founder journey. Laptop notes from 2013, AI agents saving him 4-5 hours a day, bets he made before anyone else was paying attention.

→ Kyle Coleman (Global VP of Marketing, 144K followers) shares revenue-org playbooks. How to do pre-call research, SDR tactics, pipeline wins. The kind of content you only get from someone who's actually doing the work.

→ Gaurav Agarwal (COO, 19K followers) owns the milestone posts. G2 awards, 11 straight quarters of growth, $300M ARR. Clean, proud, and team-first. COO-level transparency that builds trust inside + outside the company.

→ Trent Wakefield,(Commercial Account Executive, 21K followers) posts the frontline AE life. Super Agents with names and personalities, sales mindset, personal stories. Raw sales content.

These are not ClickUp posts. They are Zeb posts. Kyle posts. Gaurav posts. Trent posts.

A group of experts documenting their day-to-day work. None of them are directly pitching ClickUp. They don't have to.

Since they publish content around their work-life & interests, the products they use naturally become part of the conversation. Turns out all of them use ClickUp.

In doing so, they become the bridge between an audience that trusts them and the company they work for.

One more thing worth noticing: almost every active ClickUp employee on LinkedIn has the same style profile picture:

→ Clear background 
→ Corporate headshot
→ Looking straight into the camera

But there's a twist. A lot of them wear a superhero ClickUp mask in the brand colors. 🦸🏻

This is a great way to create brand familiarity across employees and to actually stand out in the LinkedIn feed.

I see other companies do this with just background colors or emojis in employee names. But I really like how ClickUp is executing on this.

As Chris said himself “your team is your distribution engine. Start using it.”

Plus, your company page will never have what your people have:

→ peers who relate to them
→ personal networks built over years
→ stories from real life experience

Founder-led content is powerful.
Employee-led content is how you scale it.

ClickUp clearly understands this, who else does it well?

How I post 6-7x per week on LinkedIn and hit 400k+ impressions/month with one 60-minute conversation per week:

𝗦𝘁𝗲𝗽 𝟭: 𝗪𝗲𝗲𝗸𝗹𝘆 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗖𝗮𝗹𝗹

I rarely sit down to write. Instead, I have a recurring 60-minute call with my content strategist every week that I don't cancel.

If you don't have anyone to talk to, a recurring video journal works too. It's great therapy.

𝗦𝘁𝗲𝗽 𝟮: 𝗣𝗿𝗲𝗽𝗮𝗿𝗲 𝟰 𝘁𝗼𝗽𝗶𝗰𝘀 𝗯𝗲𝗳𝗼𝗿𝗲 𝘁𝗵𝗲 𝗰𝗮𝗹𝗹

My strategist comes prepared with one topic per pillar, using our Content Archetype framework:

→ Tactical: a specific how-to I can walk through step by step
→ Aspirational: a recent win with real numbers
→ Insightful: my honest take on an industry topic
→ Personal: what's actually happening behind the scenes right now

They review performance data and the content calendar beforehand, and walk in with 3-5 researched questions per topic.

I also share whatever is top of mind that week. It keeps things current, and it's where the journey + building-in-public content comes from.

𝗦𝘁𝗲𝗽 𝟯: 𝗥𝗲𝗰𝗼𝗿𝗱 𝘁𝗵𝗲 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻

We use Riverside to host the call. It records both sides in high quality and auto-generates the transcript. Open the browser, hit record & talk.

My strategist runs the conversation, pushes for specifics, and steers it back when I ramble

60 minutes gives around 8,000 words of raw transcript with my stories + opinions + takes.

𝗦𝘁𝗲𝗽 𝟰: 𝗗𝗲𝗯𝗿𝗶𝗲𝗳 𝘁𝗵𝗲 𝗰𝗮𝗹𝗹 𝗮𝗻𝗱 𝗶𝗱𝗲𝗻𝘁𝗶𝗳𝘆 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗶𝗱𝗲𝗮𝘀

The strategist uploads the full transcript into notusOS (our platform). Any LLM works here, it just might not be as good.

From there, the transcript gets broken down into individual content ideas. The more my strategist adds their own notes, the better. We don't want to rely on AI alone here.

This step also surfaces ideas from things I said in passing. (offhand comments that would normally disappear after the call)

𝗦𝘁𝗲𝗽 𝟱: 𝗧𝘂𝗿𝗻 𝗶𝗱𝗲𝗮𝘀 𝗶𝗻𝘁𝗼 𝗱𝗿𝗮𝗳𝘁𝘀

notusOS generates a first draft for each idea based on the transcript and the strategist's outline. He then refines it, edits it, and adds it to my review queue.

The output sounds like me because it is pulled from how I talk.

𝗦𝘁𝗲𝗽 𝟲: 𝗢𝗻𝗲 𝗵𝗼𝘂𝗿 𝘁𝗼 𝗿𝗲𝘃𝗶𝗲𝘄, 𝗮𝗽𝗽𝗿𝗼𝘃𝗲 & 𝘀𝗰𝗵𝗲𝗱𝘂𝗹𝗲

This is where I spend my second hour. I go through every draft and ask:

→ Does this sound like me?
→ Is the insight clear?
→ Would I post this?

If something is off, I rewrite it. I add my own takes, my own nuance. Nothing goes out without my sign-off, because I sell personal branding. 

Light edits. Final approval. Schedule. Done.

52 calls per year = 208-416 pieces of content.

Two hours blocked every week allows me to post 6x per week on LinkedIn. It has become our most valuable marketing process.

P.S. If you want a step-by-step guide on how to run this process yourself, comment "notus" and I'll send it.

My LinkedIn profile played a major role in getting notus to 180K MRR, fully bootstrapped. So I decided to collect all my best practices and break down exactly how we optimized it. The result is a 31 minute Loom video:
 
For context, most people think about their LinkedIn profile as their CV.
 
If people are looking for a job, that is absolutely appropriate.
 
But B2B founders & execs already have a job - and to keep it, they should be thinking about their LinkedIn profile as a landing page.
 
A while back, I hosted a workshop for 50 founders in a B2B Sales Accelerator program.
 
(Shoutout for Andrew Warner and Jesse Pujji for having me on)
 
For the workshop, I prepared a Notion page that covers:
 
→ How to create a great banner
→ A plug-and-play prompt to write your headline/slogan
→ How to structure your About section 
→ The 4 key assets to put in the featured section
 
…and a lot more that you will see in the 31-minute explainer video running through the entire process.
 
Today, I’m sharing it publicly. All you have to do to get it is:
 
1. Like the post
2. Comment "profile"
3. Send me a connection request saying “profile” (if you want it quicker)
 
And me or a team member will make sure to send it right away.

We’ve written 12,900+ LinkedIn posts for over 200+ founders and executives. These are the 6 hook structures we see in almost every top-performing post: 

𝟭. 𝗖𝗿𝗲𝗱𝗶𝗯𝗶𝗹𝗶𝘁𝘆 + 𝗣𝗿𝗼𝗺𝗶𝘀𝗲 

Results or credentials, followed by a value promise. 

The first sentence catches attention through social proof, specificity, and contrast. 

The second sentence converts attention by setting a clear expectation. 

“We did 0 cold outreach in the last 15 months but closed 7 figures in contract value just using LinkedIn. 

"If I were CMO at a B2B company, here’s the same playbook I’d replicate:” 

Two-part function, always in the same order: catch, then convert. 

𝟮. 𝗦𝘁𝗼𝗿𝘆 / 𝗗𝗶𝗮𝗹𝗼𝗴𝘂𝗲 

A scene, a character with credentials, a direct quote. Drops the reader into a moment they can’t find anywhere else. 

“Last month, I talked to a legendary Swiss investor who’d made a 9-figure exit. 

"When I suggested he build a personal brand he asked: ’Why the f**k would I do that?’”

 “Last month,” “legendary Swiss investor,” “9-figure exit,”  this story only happened once. 

The reader knows: I can’t Google this. Specificity creates scarcity. 

𝟯. 𝗢𝗽𝗶𝗻𝗶𝗼𝗻 / 𝗖𝗼𝗻𝘁𝗿𝗮𝗿𝗶𝗮𝗻 

A bold claim that divides the audience. No story needed. People who agree will engage. 

People who disagree will also engage. 

“I don’t think there’s a better feeling than working a 12-hour day and being unable to sleep because your head is still buzzing with energy.” 

Single statement. Provocative take meant to spark a reaction. Stands alone.

𝟰. 𝗗𝗮𝘁𝗮 / 𝗩𝗶𝘀𝘂𝗮𝗹 

Raw numbers with no commentary. The contrast speaks for itself. Letting the reader draw their own conclusion creates engagement. 

“Warmly: $4.4M ARR, 55 FTE, $17M VC. RB2B: $5.8M ARR, 3 FTE, $0 VC.” 

Show, don’t tell. The data IS the hook. 

𝟱. 𝗣𝗮𝘁𝘁𝗲𝗿𝗻 / 𝗥𝗲𝗽𝗲𝘁𝗶𝘁𝗶𝗼𝗻 

Same phrase repeated with variation. Makes an argument without stating it directly. 

The pattern becomes the proof. 

“2018: Outbound is dead! Thanks, Outreach. 2020: Outbound is dead! Thanks, Covid. 2022: Outbound is dead! Thanks, ChatGPT.”

No commentary needed. The reader who’s been through these cycles feels seen. 

𝟲. 𝗠𝗶𝗻𝗶𝗺𝗮𝗹 / 𝗟𝗮𝗯𝗲𝗹 

Just a topic label. The list does the heavy lifting. No persuasion, just factual framing. 

“These are the 25 tools we use to run our 7-figure content agency:”

Extremely direct. Low-friction. The reader knows exactly what they’re getting.

One principle ties all 6 together: specificity. 

A real number, a real name, an oddly specific timeframe. 

The more specific the detail, the more it signals: you can’t Google this or ask GPT for this.

Save this for your next post.

Adam Robinson bootstrapped RB2B from $0 to $7.5M ARR using LinkedIn as his main growth channel. After studying his journey for days, here's what makes his founder-led content play one of the best I've ever seen:

𝗕𝗔𝗖𝗞𝗚𝗥𝗢𝗨𝗡𝗗

Adam Robinson has built three successful companies from the ground up:

• Robly Email Marketing: built and exited for 8 figures after 9 years
• Retention(dot)com: scaled to $20M ARR with zero funding
• RB2B: launched Sept 2023, now at $7.5M ARR

RB2B seems to have grown the fastest. And it was built (almost) entirely through his personal LinkedIn presence. Here's what he did differently:

𝟭. 𝗛𝗲 𝗳𝗼𝘂𝗻𝗱 𝗰𝗼𝗻𝘁𝗲𝗻𝘁-𝗺𝗮𝗿𝗸𝗲𝘁 𝗳𝗶𝘁 

Adam had been building a LinkedIn audience for twelve months trying to sell e-commerce tools through Retention(dot)com. The content helped his reputation in that space, but it wasn't booking him demos.

Adam asked his consultant at the time: "Do you mind if I just start writing for B2B people like myself that we'd be selling into?"

Before his pivot, posts averaged 50-70 likes. His first B2B post about why "BDR wasn't working anymore" hit 3,000 likes.

He also wrote about why the predictable revenue model was dead. It was controversial but resonated. 

His followers exploded from 20,000 to 40,000 in 7 days.

Adam's test: "If these do well, then I know how to write on LinkedIn. If they don't, then I'm still sort of lost." 

𝟮. 𝗛𝗲 𝘄𝗲𝗻𝘁 𝗮𝗹𝗹 𝗶𝗻 𝗼𝗻 𝘁𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝗰𝘆

Adam shared everything. Revenue. P&L statements. Churn rates. Failures.

When RB2B hit a wall, he publicly declared it "dead" on LinkedIn. When 6sense sent him a cease-and-desist letter, he posted it directly & got 1,600+ likes and 900+ comments.

He maintains a public Baremetrics dashboard showing real-time revenue.

𝟯. 𝗛𝗲 𝘁𝗿𝗲𝗮𝘁𝗲𝗱 𝗵𝗶𝘀 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗯𝗿𝗮𝗻𝗱 𝗹𝗶𝗸𝗲 𝗮 𝗳𝘂𝗹𝗹-𝘁𝗶𝗺𝗲 𝗷𝗼𝗯

This is the part most people miss.

Adam spends a big part of his working hours on his personal brand. Posts daily. Spends a lot of his writing time just on hooks. Invests money into working with amazing consultants like Alec Paul.

He built a 2,000-person waitlist before RB2B even launched. Today he has 140,000+ followers and drives a big portion of RB2B's traffic through LinkedIn alone.

Paid ads got no ROI (or at least not enough to justify the $100K/month spend). LinkedIn organic founder-led content was one of the main things that worked.

𝗪𝗵𝗲𝗿𝗲 𝗥𝗕𝟮𝗕 𝗶𝘀 𝘁𝗼𝗱𝗮𝘆

• $1M ARR in 16 weeks
• $7.5M ARR by February 2026

Adam said it himself: "Building a personal brand on LinkedIn is the fastest, most efficient, and highest leverage way to grow a startup that has ever existed."

Most founders post for 3 months, see slow results, and quit.

Adam posted for a long time before finding his voice & first "big win"

Then he doubled down.

PS. I recorded a 27-min breakdown analyzing his entire content playbook in depth.

Comment “RB2B” and I’ll send it your way :)

How to become a LinkedIn guru with 100,000s of followers in 6 steps (success guaranteed):

1. Join an engagement group

2. Call yourself a “LinkedIn expert”

3. Prompt ChatGPT to write “insightful leadership content” (even if you’ve never led a team before. They won’t know, they’ll be too busy admiring the quote on a bus stop billboard.)

4. Hire a VA to leave AI-comments like “Spot on!” or “100% agreed”, on other LinkedIn gurus content.

5. Sell a “how to grow on LinkedIn course” and rip off a bunch of hopeful founders who actually wanted to use the platform to grow a relevant audience for themselves & their business.

6. Celebrate your ranking on the top 10 LinkedIn influencer list (which was carefully curated by another top linkedin guru)

7. Start LinkedIn Guru Mastermind

8. You made it. You’re on top of the food chain.
____

If you want to play status games as much as you want to be “LinkedIn famous”, I advise you to follow this playbook.

However, if you’re founder or exec with an actual, cash-flowing business who wants to leverage their personal brand on LinkedIn, I suggest a different 6-step process.

At notus, we call it “The Content Founder Playbook”.

1. Define an objective beyond vanity metrics (lead gen, hiring, etc)
2. Clearly define your Ideal Customer Profile (company & persona)
3. Define topics that are relevant to them and you have experience in
4. Post about the topics 3x/week for at least 6 months (yes, it takes time)
5. Filter engagement & inbound connections for ICP and start conversations
6. After 3 months, identify your best-performers and run them as ads to your ICP

We’re not solving how to “get more followers”. We're solving “how to build trust with the right people, at scale”.

This is the playbook I've been running for the past 4 years.

Today, my LinkedIn profile accounts for 80% of our $170K MRR.

I prefer this playbook. :)

We've run LinkedIn content engines for 200+ clients over the last 7 years. Here's exactly what we built into our process to make sure every single one gets the best possible outcome:

𝟭. 𝗥𝗲𝗴𝘂𝗹𝗮𝗿 𝗰𝗹𝗶𝗲𝗻𝘁 𝗰𝗵𝗲𝗰𝗸-𝗶𝗻𝘀 𝗮𝗻𝗱 𝘂𝘀𝗲𝗿 𝗶𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝘀

I can't guess if a client is satisfied, so I find out by personally conducting regular user interviews to understand what's working, what isn't, and what we can improve.

Luca Wetzel also runs additional check-ins beyond what the content strategists do.

This is one of the highest-leverage things we can spend our time on.

𝟮. 𝗠𝗮𝘁𝗰𝗵𝗶𝗻𝗴 𝗰𝗹𝗶𝗲𝗻𝘁𝘀 𝘁𝗼 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝘀𝘁

Every client has a dedicated content strategist who spearheads their personal brand operation.

We match based on personality + industry experience.

And if it's not a fit, we investigate and make a change if need be.

𝟯. 𝗠𝘂𝗹𝘁𝗶𝗽𝗹𝗲 𝘁𝗼𝘂𝗰𝗵𝗽𝗼𝗶𝗻𝘁𝘀 𝗽𝗲𝗿 𝗰𝗹𝗶𝗲𝗻𝘁

Beyond their content strategist, every client has access to our team leads, Luca, Selim, Max Radman, barash, Eda, Max Dixon etc.

There's always someone else they can reach out to for help with any problem.

𝟰. 𝗠𝗼𝗻𝘁𝗵𝗹𝘆 𝗤&𝗔 𝗰𝗮𝗹𝗹𝘀 + 𝗾𝘂𝗮𝗿𝘁𝗲𝗿𝗹𝘆 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗿𝗲𝘃𝗶𝗲𝘄𝘀

I host a monthly Q&A call where clients can jump in, ask questions, and exchange learnings with each other.

On top of that, every client gets a quarterly strategy review to zoom out and recalibrate.

𝟱. 𝗗𝗮𝘁𝗮-𝗯𝗮𝗰𝗸𝗲𝗱 𝗯𝗲𝗻𝗰𝗵𝗺𝗮𝗿𝗸𝘀 𝗳𝗿𝗼𝗺 𝗱𝗮𝘆 𝗼𝗻𝗲

We don't just hope for results, so we reverse engineer them.

We invest in TheShieldIndex reports (thank you andreas) to know exactly what benchmarks to work from. And with 200+ clients, the data we accumulate informs every number we use. Then we do the math:

→ How many times does a client post? 
→ How many impressions on average does that generate? 
→ How many ICP signals does that create? 
→ How many conversations can we start? 
→ How many meetings does that book?

We figure out what it takes to reach the client's goal, and whether they're aligned with what that requires.

𝟲. 𝗦𝗶𝗴𝗻𝗮𝗹 𝘁𝗿𝗮𝗰𝗸𝗶𝗻𝗴

Every client gets their ICP signals tracked and reported. An ICP signal is every interaction with their LinkedIn profile like:

• Post engagements
• Profile views
• Connection requests
• New followers

...that fits their ideal customer profile. We track these in external tools so nothing slips through.

𝟳. 𝗧𝗵𝗲 𝘀𝗲𝗻𝗶𝗼𝗿 𝗽𝗲𝗼𝗽𝗹𝗲 𝗯𝗲𝗵𝗶𝗻𝗱 𝘁𝗵𝗲 𝘀𝘆𝘀𝘁𝗲𝗺

The whole system only holds up when you have senior people in fulfillment who deliver at a high level.

That means every meeting stored correctly, every piece of feedback documented, every point of contact tracked, and multiple people obsessing over how to improve the quality of our service from different angles.

TL;DR: It's not one thing. It's the combination of senior human talent and systematic infrastructure that drives results.

Sam Parr is leaving money on the table with LinkedIn. If I were running his profile, here's what I'd do to turn it into Hampton's nr.1 acquisition channel:

𝗦𝘁𝗲𝗽 𝟭: 𝗙𝗶𝘅 𝘁𝗵𝗲 𝗣𝗿𝗼𝗳𝗶𝗹𝗲

At the moment, Sam's profile isn't doing any work:

• No Hampton value prop
• No CTA in bio
• No Hampton promo in featured section
• No custom URL to the "Are you a fit?" form
  
If someone discovers Sam and lands on his profile, theres no context about Hampton nor guidance on how to apply. 

You don't need a corny purpose statement. But at least include some CTAs to drive traffic to the application form.

𝗦𝘁𝗲𝗽 𝟮: 𝗟𝗶𝘀𝘁 𝗖𝗿𝗲𝗮𝘁𝗶𝗼𝗻

Hampton's ICP is already crystal clear: founders and CEOs of tech-enabled companies doing $3M+ in revenue, $3M+ in funding, or a $10M+ exit.

These people spend a lot of time on LinkedIn (lucky for us).

So the move is simple: segment them by location, industry, etc., build simple lead-lists, and start sending blank connection requests through a tool like HeyReach.io

𝗦𝘁𝗲𝗽 𝟯: 𝗕𝘂𝗶𝗹𝗱 𝗮 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗘𝗻𝗴𝗶𝗻𝗲

Sam posts a lot. His humor is authentic. You can tell it's actually him. But there's no clear system behind it.

He's also sitting on a goldmine of member stories and barely tapping into them. Great raw material. Not being used to its full potential.

I would organize everything into four content pillars:

• Tactical: Founder advice from building The Hustle and Hampton, plus proven member playbooks
• Aspirational: Case studies and success stories of Hampton members
• Insightful: Sam's take on trends and shifts in the founder space
• Personal: Building in public on all things Hampton
  
With that base, you can still sprinkle in off-the-cuff content on top.

(don't get me started on the potential of lead magnets...)

𝗦𝘁𝗲𝗽 𝟰: 𝗖𝗼𝗻𝘃𝗲𝗿𝘁 𝗦𝗶𝗴𝗻𝗮𝗹𝘀 𝘃𝗶𝗮 𝗗𝗠𝘀

Sam already gets strong impressions. The question is what happens after someone engages.

I'd place an appointment setter in his DMs and use an external tool to track ICP LinkedIn signals (profile views, engagement, followers)

The setter now has a warm lead list to work through daily.

𝗦𝘁𝗲𝗽 𝟱: 𝗥𝘂𝗻 𝗔𝗱𝘀 𝗔𝗴𝗮𝗶𝗻𝘀𝘁 𝗕𝗲𝘀𝘁 𝗢𝗿𝗴𝗮𝗻𝗶𝗰 𝗖𝗼𝗻𝘁𝗲𝗻𝘁

Once we have 3-4 months of organic content data, I'd boost the best-performing posts as thought leadership ads (focused on Hampton case studies). 

I'd target the same ICP list from above + retargeting layer.

I'd also make sure every ad includes a CTA to the Hampton form.

𝗦𝘁𝗲𝗽 𝟲: 𝗘𝘅𝗽𝗮𝗻𝗱 𝘁𝗼 𝗢𝘁𝗵𝗲𝗿 𝗧𝗲𝗮𝗺 𝗠𝗲𝗺𝗯𝗲𝗿𝘀

Once this is working, I'd apply the same playbook to other Hampton team members to multiply the reach and signals beyond Sam's account.

Sam, you’ve built something awesome (& I love MFM). The audience is there. The stories are there. LinkedIn could be one of Hampton’s biggest growth channels.

LMK if you need help with building this out. That's our bread and butter at notus.

PS: connection request still pending :D

I specialize in crafting impactful narratives for startups and mid-sized companies across diverse industries. With a focus on FemTech, Direct-to-Consumer (DTC) brands, Lifestyle Brands, and real estate ventures, I bring a wealth of experience in driving brand awareness and fostering meaningful connections with target audiences. My responsibilities encompass devising comprehensive communication strategies tailored to each client's unique goals, leveraging a blend of traditional PR tactics and digital media platforms to maximize visibility and engagement. From crafting compelling press releases to orchestrating strategic media placements, I excel in positioning brands for success in competitive markets. With a keen eye for emerging trends and a passion for storytelling, I thrive on helping companies establish their presence and stand out in their respective industries.

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