Hi Reader,
Yesterday, I bristled when a marketer on LinkedIn declared that founders shouldn’t “waste time” on LinkedIn. Instead, he said, they should outsource content completely.
I don’t agree! But since time is a founder’s most important resource, this is an important discussion.
Here’s my take — and the research — on whether LinkedIn is worth your time.
Why B2B founders & CEOs should be active on LinkedIn
Founders often have more “trust leverage” than anyone in the company, which is essential for building authority.
Founder-led companies outperform others, and the same is true for (good) founder-led content, especially in today’s saturated content landscape.
Founders have got the stories, clout, and insights to build trust with customers, attract top talent, and capture investor attention.
In other words, build the brand.
Lucky for you, LinkedIn is one platform where you can work on many different brand-building activities at once.
Here’s some research to back this up:
- Trust with customers: 70% of consumers feel more connected to a brand when the CEO is active on social media.
- Hiring: The best CEOs are obsessed with hiring, and building a brand on LinkedIn means you can more easily attract the right talent.
- Investments: A 2019 study shows a positive correlation between a founder’s LinkedIn connections and annual funds raised.
So, spending time on LinkedIn is only a waste of time if marketing, hiring, or investments aren’t a big priority for the company. 😉
Founders don’t have to write the content themselves
If you can't or don't want to write LinkedIn content, you don't have to.
You can outsource content creation to a team … or work with a premium ghostwriter who gets your industry and can capture your voice.
Your partners will still need your input and support, but by outsourcing big parts of the process, you can avoid many hours of writing, editing, and social media management.
I do recommend drafting *some* of your own content. It’s a fantastic way to clarify your thoughts, interact with your audience directly, and refine your business insights. But again, you don't have to.
How to avoid wasting time on LinkedIn
Every hour counts, so it’s essential you spend your time wisely on LinkedIn and other brand-building activities.
First, make sure your team or contractors track analytics and focus on what works. I've found the paid tool Shield Analytics is much better than native LinkedIn analytics for in-depth analysis.
If LinkedIn is too distracting, tools like Freedom or the Sift Chrome extension can help keep you stay focused throughout the day.
And if you do start creating more content on LinkedIn, check in every three months to tweak your strategy and plan as needed.
But remember that with organic marketing, results compound over time – so long-term results may not be visible until several months in.
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That's my case for founder-led LinkedIn content today, but what do you think?
Is spending time on LinkedIn a waste for founders ... or a great opportunity?
Case study: 2x average impressions for climate founder in 60 days
If you're thinking about thought leadership for your company, you might like to know I’ve been partnering with climate tech CEOs and founders on thought leadership strategy and LinkedIn ghostwriting.
And it’s been working really well!
In fact, one client has seen average impressions double in the past 60 days we’ve been creating content.
Meanwhile, our audience quality metrics show we’re reaching the right people.
If these results sound interesting, I have space for two more “thought leadership strategy sprints” this year.
Curious to learn more? Hit reply to this email and let’s chat about it.
Finally, here are a few fun things about this week (1 and 2 pictured above!):
- Just got a new testimonial from one of my clients - Tian at Circularise ❤️
- Yesterday I started working from my new coworking space - Clockwise in the Hague 🕚
- Today is my mom's birthday! Happy birthday, mama Mays 🌺
That's it for now — I'll be back with you next month with more content tips for climate tech founders & marketers.
Rebekah Mays
🌿 One Generation