Justin Welsh’s Top 5 LinkedIn Secrets

Learn how Justin grew from 0 to 466,730 followers in just over 4 years.

brought to you by
Taplio Logo

How To Grow Your Personal Brand On LinkedIn

It’s safe to say Justin Welsh and the Taplio team appreciate each other. Justin was one of the very first people the founding team of Taplio approached to better understand the needs of LinkedIn creators.

So together we came up with the idea of creating this resource to help people who are building a personal brand on LinkedIn figure out what what the key pillars of growing an audience are.

If you’ve never heard of Justin or Taplio (weird, but ok) then take a look below before diving into Justin’s actionable tips. This way you’ll have a better idea of who’s behind it!

Meet Justin Welsh

Justin is a solopreneur and considered to be one of the leading experts on personal branding, productivity, and creating one-person businesses.

And for good reason, having successfully built a multi-million solo business while growing to over 466k followers on LinkedIn.

He is the author of the popular newsletter “The Saturday Solopreneur” and of multiple courses including The LinkedIn OS where he goes in depth into how to grow your personal brand on LinkedIn.

Discover Taplio

Taplio screenshot

Discover Taplio

Taplio is the leading LinkedIn tool for LinkedIn creators and people looking to grow their personal brand on LinkedIn.

Over 6100 users (including Justin) trust us for their LinkedIn needs. Whether you need to create high-performing content with AI, schedule your posts, engage with relevant accounts or measure your results, Taplio has what you’re looking for.

The Key Pillars of LinkedIn Growth


Find a Sub-Niche

Everyone says you should pick a niche and stick to it when starting on LinkedIn.

The truth is you need to go deeper.

A niche is like a general topic: startups, AI, programming, SEO, consultancy, HR. And guess what? There are tens of thousands of people who consider themselves to be experts on the topic.

You need to figure out what makes you different and go 1, 2 if not 3 levels deeper into your niche depending on its size.

Here are a few good niche examples:

  • Programmatic SEO for SaaS-based startups (bad version: SEO)
  • Growing one-person low-maintenance businesses (bad version: entrepreneurship)
  • Helping DTC e-commerce founders leverage Google Ads (bad version: Paid Marketing)

Pick An Angle

Once you’ve picked a sub-niche, there are various ways you can bring value to people who are interested in the topic.

And you should ideally pick one because the more precise you are:

  • The easier it becomes to find inspiration
  • The more people know what to expect when they follow you

There are 3 main angles, each with their qualities and flaws.

  1. The leader: helping your audience succeed showing your work and being an inspiration.
  2. The explorer: cutting through the noise and providing your audience with curated, interesting content about your topic.
  3. The reporter: sharing news about your industry extremely quickly, thereby being more relevant than traditional media.

Focus & Consistency

So this really isn’t a secret. Everyone tells you to be consistent and regularly post content and engage with other accounts.

You know why? Because it’s true.

Observations show social media algorithms favor users who post often, around the same time every day, and join conversations on the platforms.

That includes posting of course, but also replying to comments, commenting on other people’s posts, and overall being an active member of the community.

And that only makes sense: LinkedIn needs content if they want to get revenue from advertisers. So rewarding their best users with more reach is a logical decision.


Likes Ain’t Leads

Some people tell you likes and comments are meaningless. And that is just plain wrong.

Likes and comments (and all post interactions) are the fuel that help your post reach as many people as possible. They tell LinkedIn your post is high quality and should be shown to a larger audience.

But do not mistake them for leads, clients and revenue, which are far more relevant to assess how well your business is doing.

There’s 2 ways you can effectively take that into account in your strategy:

  1. Have a healthy mix of posts that are meant for reach vs. conversion
  2. Identify the people who liked your post (using Taplio for example) and take them further down your conversion funnel

Master LinkedIn Content Inspiration

It’s easy to have great content ideas if you implement the right system and lay the foundations for it.

Once you’ve defined your sub-niche (see tip #1), you can brainstorm sub-topics which will become your different content pillars.

Take “SEO for SaaS businesses” for an example sub-niche. Here’s a few sub-topics you could come up with: link-building for SaaS, keyword research for SaaS, on-site SEO for SaaS, content strategy, etc.

And once you’ve defined your main angle (see tip #2), you can use it to lay down a few example formats.

Take an “explorer” angle. Some relevant formats could be: lists of tool, news of the week, predictions for next year, industry observations, case studies, etc.

Now you have both topics and formats, helping you brainstorm new pieces of content more effectively.

Add monitoring what other creators are doing + using AI as an assistant to write content drafts and you are good to start writing LinkedIn posts in batches and fill up your content schedule for the months to come.

Take Things Further

Embark on The LinkedIn OS

16,000+ people have taken Justin’s LinkedIn course to go further into the strategies and tactics to build a top LinkedIn personal brand.

Try out Taplio for free

Join 6000+ LinkedIn creators who use Taplio for all their LinkedIn needs. AI, scheduling, analytics, engaging, it’s all there.