Posting regularly is how I found my voice. Eventually, I had enough confidence to help our execs and clients with their LinkedIn posts.

And now I'm working on building a whole business around it.

So if you're hesitant about posting on LinkedIn, remember: The hardest part is getting started.

The best way to get noticed is to talk about what you're doing.

All. The. Time.

That's why I jumped into regular LinkedIn posting. Looking back, some of those posts are a little cringe now. But they had to happen.

I help busy founders and execs create insightful, authentic LinkedIn content.

Ready to step out from the shadows and speak directly to your customers? Let's work together!

The founders all have under 1,000 followers, but they were able to get their company seen by thousands of new people. If they'd relied solely on their company page, only a fraction of those people would've seen the news.

That's the power of founder-led marketing.

1. The average founder post got 6 times more reactions than the company post.

2. The founders' posts had over 30 comments. The company page's had zero.

Why is it so important to leave comments in addition to posting?

Not because it's good for the algorithm (although it is).

But because that's how you create the authentic connections that actually help build your brand.

As someone who works with founders and execs on their LinkedIn presence, it's fairly straightforward to get them to publish the latest post we worked on.

But I am CONSTANTLY reminding them to respond to the comments on their posts. And to go comment on other people's posts, too.

It's important to grow your company's following. But you already have a built-in audience of hundreds or thousands of people on your personal account.

Start talking to them!

Be authentic. Be consistent. Be original.

You'll not only build your brand, but eventually your company's too.

Because you understand that people like doing business with other people.

But for some reason, too many founders don't treat social media like this. They stay silent on their personal accounts, and they put all this effort into building up their faceless company pages that have no personality.

That doesn't mean you can't use LinkedIn to grow your business.

Even one post a week, where you rely on your unique experiences to reinforce a consistent message, is enough to build a strong personal brand.

It's OK to start small.

The most important thing is that you start.

Sure, the idea of turning a CEO's LinkedIn into an extension of their company's sales engine makes a lot of sense.

I'm sure it works for the execs who have the money and time to do it. But most startup founders don't have the money or time. Or a marketing team.

👋 Hi, I'm Colin, a former journalist who has spent the past 18 years in B2B tech content and marketing.

I help busy founders and execs create insightful, authentic and effective LinkedIn content.

Ready to step out from the shadows and speak directly to your customers?

I know this works, because I've done it successfully with founders and execs from early-stage startups to the world's biggest companies — without taking up a lot of their valuable time.

Founder-led marketing and executive thought leadership is the best way to build your brand — and your company's.

1. Develop a strong viewpoint that stands out from the crowd.

2. Consistently spread this message on your personal LinkedIn page.

3. Build a profile that highlights your expertise and turns followers into leads.

4. Engage your audience by authentically participating in their conversations.