Your No Bullshit Guide to Making $4M of Sales on LinkedIn

I don’t have a course to sell you. Back in 2018 my first employee ( Nick Geronimo ) sent me articles about inbound sales and how it develops a valuable pipeline.

“But we need to make sales right now,” I said. Anyway, I decided to start taking LinkedIn posting more seriously anyway and it’s ended with over $4M USD in sales & investment, 100% from inbound enquiries and connections directly developed. I’ll cover my entire strategy from then until now and provide you with the blueprint to do the same.

Because I listen to Nick and never gave up on content creation, here are my stats from 2018 > today.

• Impressions: 19,696,374
• Likes: 259,511
• Comments: 47,372
• Posts: 3,756
• Days: 2,059

How Does Posting on LinkedIn Make me sales?

1. My content is interesting and gains reach
2. People follow me & read my content
3. They see that I know what I’m talking about
4. They reach out to me, needing a service
5. I help them out or pass it on

My first investors literally DM'd me and said "hey I've been following you on here for a while and like your content. We want to do some things in esports, can you come in and chat to us?"

P.S. It helps me to network & reach a lot of people if I want, too.

P.P.S. I probably suck at it, but I’ve made $0 in LinkedIn outbound sales

1: Where to begin?

I would read a bunch of articles and think to myself “If I got something out of this, maybe others would too" so, I started sharing them.

It’s a common starting point for LinkedIn creators, by becoming a news source. For a great example, go check out Mark Cai . Then I started breaking them down into 4 dot point summaries, something I took from Matt Gunnin . I would also share images of events I went to & some things I was working on.

At this stage, I was posting 1-3 times per week and launched a bi-weekly podcast.

2: The Next Step – Content

This is when I blew up in reach and started making sales.

“The quality of LinkedIn content is so poor. What if we develop content that doesn’t just look a bit better, but AMAZINGLY better?” That’s exactly what Adam Bax and I discussed and went out to do.

We started making our own content and putting a lot of effort into it. Carousels were popular on Instagram and we were the first to bring them to LinkedIn in a big way. Case studies, event wrap-ups, industry reports, client showcases and more.

We dabbled in some videos ( Lisa Teh always tells me to show myself more!) on and off throughout this time.

A big mistake I made was during my blow-up in 2020/21, I started posting too much about myself. No one cares that much about me, it’s more about the quality & consistency of content that I put out.

Throughout this time one thing was consistent: STAY TRUE TO YOUR NICHE. I get nowhere near as many likes & views when compared to some others, but the content I share serves my niche very well. You won't see me sharing many generalist or random news/stories that won't serve the people I want to reach.

I also got a lot better at sharing news. I was able to quickly summarize relevant news in a better way than you could read it yourself in much less time. People started using me as a major news source.

We invested heavily into my LinkedIn and I even had a VA managing my inbox every morning. I was posting 14 times per week with 5 people working varying hours (me, video editor, VA, graphics, graphics lead)

During this time we started live streaming our podcasts on here.

3: Finale – What Now?

So what do you do when you’re innovating and Shield + LinkedIn creator managers tell you that your numbers blow them away and they can’t possibly think of how you could be doing better? You keep trying new things and trying to be better. I'm SURE that I’m nowhere near the best I can be, so I don’t trust that feedback, as nice as it can be to hear.

We started experimenting: TikTok videos, infographics, audio spaces, fewer posts, more posts, different posts, personal posts, viral posts.

Our posting strategy now is 14 posts per week, daily at 1am and 8am AUS time (8am & 3pm PST). Below shows what I post about and when. IG = infographic, and “viral” means a more shallow but cool video/image I can explain.

As I transition away from being only in the gaming space, I have started implementing more AI content.

We also launched a weekly article and newsletter for the first time, after planning to do it a few times and never pulling the trigger.

4: That’s Cool Chris, But What Should I Do? ?

Start by sharing things that are interesting to you & when you’re at events/conferences, alongside some of your work/case studies. Figure out what sort of content sits with you and develop from there.

What LinkedIn tells me they want people to post: Longer-form content with a personal message, takeaway and learnings. If you feel comfortable, try that too!

Most people don’t post content on here, and many that do aren’t good at it. You have nothing to worry about! Start today and maybe you can build a decent following that works out for you. What’s there to lose? Possibly making some cool connections?

The best time to start posting was yesterday. The second-best time is right now.