LinkedIn marketing
The best LinkedIn strategy is not posting more. It is becoming recognisable for something. I build systems around point of view, format and distribution.
- 0K
- followers, up from 50K in six months
- 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 has no reason to be followed. Reach per follower on LinkedIn rewards consistency of format, not volume, and the pages that grow are the ones a reader can describe in a sentence. The work is choosing a few franchises worth running for a year and writing them well enough that people wait for the next one.
- 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
Personal posting alongside the page, because the reach lives there. Ghost-drafted to a real voice, never generic thought leadership.
- Founder posting rhythm
- Draft-and-approve workflow
- Comment strategy
- 04
Measure what compounds
Follower growth is the vanity layer. The real read is reach per follower by franchise, and which series produce inbound.
- 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. The category is saturated with the other thing.
- 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.
Follower count is the number clients ask for and the least useful one. These are measured per franchise, against a baseline captured before the system 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 moves within weeks once the franchises are consistent. Follower growth of the kind in the numbers above took six months of weekly publishing. Anything faster than that 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. A franchise system nobody can write to is a slide deck. The templates exist so the posts can be produced without me in the loop every week.
Does this work outside edtech?
The franchise structure is category-agnostic. The specific series are not, which is why the audit comes first.