LinkedIn marketing
LinkedIn marketing, as I run it, means three or four recurring post series and a founder who posts too. It took Masai School's LinkedIn page from 50K to 200K followers and 3.2M organic views, with no paid follower acquisition.
- 0K
- followers, up from 50K
- 0.0M
- organic views across the content franchises
- 0K
- organic reach on a single alumni story
- 0
- spend on paid follower acquisition
Masai School page
Masai School page
Masai School page
Masai School page
A page that posts whatever happened this week gives nobody a reason to follow it. The pages that grow run a few recurring series a reader can describe in one sentence, and keep them going for a year.
- Reach per follower rewards a recognisable format more than posting frequency
- Founder and employee posts routinely outperform the company page they link to
- Employer brand and demand generation are the same content on this platform
- A page with no franchise has nothing to be followed for
How the work actually runs.
Six phases. Each one produces something you can hold, not a status update.
- 01
Audit the page and the feed
What the page currently posts, what actually travelled, and what the competing pages in the category are doing that works.
- Format and reach breakdown
- Voice and consistency review
- Competitor franchise teardown
- 02
Design the franchises
Three or four recurring series, each aimed at one audience, each with a fixed shape so it can be produced weekly without a new idea every time.
- Franchise briefs and cadence
- Hook and structure templates
- Named owner per series
- 03
Build the founder layer
The founder posts too, because personal profiles get more reach. I draft in their voice, from their real work.
- Founder posting rhythm
- Draft-and-approve workflow
- Comment strategy
- 04
Measure what compounds
Reach per follower for each series, and which series bring in enquiries. Follower count comes second.
- Per-franchise reporting
- Monthly review
- Retire and replace decisions
Page and competitor audit
What travels in your category, and what your page is currently doing instead.
Franchise system
Three or four recurring series with briefs, cadence and templates.
Copy templates
Hook, stake, story, takeaway. Scannable in four seconds.
Founder posting workflow
A drafting rhythm that does not need the founder to write from scratch.
Per-franchise reporting
Reach per follower by series, so weak franchises get retired.
The shortcuts are what get brands removed. These are the rules the work runs under.
- Buy followers or engagement podsGrow on reach per follower. Bought audiences suppress the reach of everything posted afterwards.
- Post generic thought leadershipWrite from named work and real numbers.
- Run the page without the founder layerPair both. Personal profiles carry reach that company pages structurally do not.
- Chase every format changeKeep the franchises stable. Recognition is the asset being built.
Measured per series, against a baseline taken before the work starts.
Reach per follower
By franchise, not page average
Franchise consistency
Posts shipped against cadence
Inbound attributed to content
Self-reported on enquiry
Follower growth
Reported, but never the headline
A read of where you stand on LinkedIn right now, what the gap is, and the three things worth doing first. It is free because it is also how I work out whether I can help.
- Where your brand appears today, and where competitors appear instead
- The specific threads or questions worth owning first
- What the first ninety days would actually involve
How long before LinkedIn shows results?
Reach per post usually moves within weeks once the series run consistently. Follower growth like the numbers above takes sustained weekly publishing. Much faster growth is usually paid or bought.
Should the founder post, or the company page?
Both, and the founder matters more. Personal profiles get materially more reach per follower than company pages, and the page benefits from being the thing the founder links to.
Do you write the posts or just the strategy?
Both. The templates let your team write the posts without me in every draft.
Does this work outside edtech?
The franchise structure is category-agnostic. The specific series are not, which is why the audit comes first.