The Power of LinkedIn for Founder-Led Sales: How Often Should You Be Posting and Commenting?
As a startup founder, you're likely juggling countless responsibilities: product development, hiring, fundraising, and, of course, sales. One of the most powerful tools at your disposal to grow your business is LinkedIn. But the question that many founders face is: how often should you be posting and commenting on LinkedIn to drive sales and build meaningful connections?
In this blog post, we'll explore why LinkedIn is an essential platform for founder-led sales and provide a strategic approach to posting and commenting that can maximize your visibility and impact.
As a founder, you are not just the face of your company—you’re also the primary salesperson in the early stages. Founder-led sales are often the most authentic and effective form of selling, particularly for startups that rely on personal connections and storytelling to build relationships.
LinkedIn, with its professional network of over 900 million users, is one of the best places to engage with potential clients, partners, and investors. It’s a platform where thought leadership, industry insights, and personal stories can resonate with your audience in a way that feels natural and trustworthy. The connections you build here can lead to significant opportunities that drive revenue growth and expand your business's reach.
But, to leverage LinkedIn effectively, you need to be visible. And to be visible, you need to be active. That means posting regularly and engaging with your network through comments.
The frequency of your posts largely depends on your goals and the type of content you're sharing. However, consistency is key. Here's a breakdown of the ideal posting cadence:
For most founders, posting 2-3 times per week is the sweet spot. This frequency is enough to keep you visible without overwhelming your audience. It also allows you to consistently showcase your expertise, share insights about your industry, or even talk about the journey of building your startup.
When posting, think about the value you can provide to your audience. Are you solving a problem they face? Are you sharing lessons learned from your own startup experience? Are you giving them a behind-the-scenes look at your entrepreneurial journey? These are the kinds of posts that resonate with your LinkedIn network and position you as a thought leader.
It’s easy to get caught up in the idea that you need to post constantly, but don’t post just for the sake of it. Ensure your posts are relevant and valuable to your audience. If you don’t have something valuable to say, then hold off on posting. Your goal should be to create content that sparks engagement, shares your expertise, or builds trust with your potential customers. When you consistently provide value, your posts will naturally resonate with the right audience.
Diversifying your content types is a great way to keep things fresh and engaging. Here are some post ideas to consider:
By mixing up your content, you not only keep your audience engaged but also appeal to different types of followers—whether they’re potential customers, partners, or investors.
In addition to posting regularly, commenting on posts is one of the best ways to grow your LinkedIn presence and build relationships. Comments are a more direct form of engagement than simply liking a post, and they can help you start meaningful conversations.
Aim to spend at least 10-15 minutes a day commenting on posts within your network. Whether it’s posts from prospects, customers, influencers, or colleagues, leaving thoughtful comments shows you’re engaged and interested in others’ content. This type of engagement helps build relationships and puts your name in front of people who may not otherwise have noticed you.
When commenting, avoid generic responses like "Great post!" Instead, add value. Share your perspective, ask a question, or offer an insight. Thoughtful comments are more likely to get noticed and spark conversations that could lead to business opportunities.
While it’s important to engage frequently, quality should always take precedence over quantity. A few well-crafted comments that add value to the conversation are far more effective than a flurry of superficial ones. When you take the time to engage meaningfully, people will start to notice your expertise and the genuine connections you're building.
Don’t just engage with people who are already in your network—also reach out to prospects, influencers, and thought leaders in your industry. Commenting on their posts shows you're paying attention to their content and value their opinions. Over time, this helps establish rapport and builds trust, which can lead to opportunities for collaboration, partnership, or even sales.
For many founders, the balance between posting and commenting can be tricky. You don’t want to get caught up in spending all your time on LinkedIn, but you also don’t want to be invisible.
Here’s how to manage it:
Founder-led sales are all about building trust and credibility, and LinkedIn is one of the best platforms for doing just that. By posting regularly—ideally 2-3 times per week—and commenting daily in a thoughtful and strategic way, you can establish yourself as a go-to resource in your industry. This consistent engagement not only helps you build your personal brand but also drives meaningful sales conversations and business opportunities.
Remember, LinkedIn is about building relationships, not just pushing your product or service. Focus on creating value, engaging authentically, and staying consistent with your efforts, and you’ll see the rewards in your founder-led sales efforts.