[Podcast] Amy Davies on How to Build a Following on LinkedIn that Translates to New Opportunities

Building a following on a social media platform is necessary for thought leaders. But it’s also hard.

Not knowing the ins and outs of a platform is frustrating. Months with little engagement makes you want to give up. At some point you start to question if all the work is even worth it. Do I really need a social media following? you ask.

The short answer: Yes, you do.

Social media is one of the most effective ways for thought leaders to expand their influence. It offers a dynamic space where you can network, distribute content, build your brand, and grow your visibility, especially when you are marketing your book. In our technologically-driven society, social media is key to growing your reach.

While there are many social media platforms professionals can choose from, LinkedIn is renowned for professional networking. It’s the place where you can connect with industry peers, potential clients, partners, investors, and more. It’s also the place to showcase your expertise and establish authority in your industry or niche.

But, just like any social media platform, building a following on LinkedIn isn’t intuitive. It requires consistency, time, and attention.

Amy Davies, CEO of First30, author of A Spark in the Dark, and LinkedIn expert, shares actionable steps on how to grow a following on LinkedIn.

Read to elevate your LinkedIn strategy?

The Importance of a Consistent Strategy

Think about the thought leaders you follow on social media. Why do you follow them? It can be for a myriad of reasons but it typically boils down to two things:

• They provide valuable content.
• They provide that content regularly.

Audiences show up for regular content. It’s why they follow you. They want your expertise, insights, advice on certain subjects, and they want to hear from you regularly.

When it comes to LinkedIn, Amy recommends posting 2-5 times a week. Posting only once a day—at the max—will keep your audience engaged, and it won’t overwhelm them. (Too many posts a week can cause fatigue. For both you, the creator, and your audience!)

Amy also encourages regular posts during your audience’s active hours. For example, if your audience is mostly business employees, they’re most likely on LinkedIn right before work and during their lunch break. Posting at 8AM and 12PM in your time zone will target those audience members.

A consistent strategy is key to leveraging LinkedIn because it builds trust with your community. If you’re just starting out on LinkedIn, people don’t have a reason to follow you. They don’t know you and they don’t know your business. However, when you post consistently—and provide valuable content—you’re proving to audience members that you’re reliable. They’ll show continued interest in your page. And eventually, you’ll see an uptick in followers.

But what happens when you lose your creative energy? What happens when you feel uninspired to write?

Creative Fatigue: What Do You Do?

We all experience creative fatigue. To circumvent it, Amy recommends creating multiple content pieces when you’re feeling inspired or creative.

LinkedIn’s schedule-a-post feature is particularly helpful. As the name implies, this feature allows you to schedule posts for release at a later date and time. That means you can write multiple posts in a day, but reserve one post for a later time.

Running a social media account can take its toll on you. By preparing content pieces ahead of time and then scheduling them for release, you provide yourself the opportunity to recharge. As Amy says, “Take creative energy when it comes to you, and make the most of it when it happens.”

The Art of Telling a Personal Story

LinkedIn is a platform where you can share new information, educate your audience, and network with those inside and outside of your circle. Like Amy says, “It’s a place to influence as gently as possible.”

Influencing as gently as possible does not mean telling people what to do. It does not mean preaching why your opinion holds more weight than another’s. And it does not mean arguing your opinions or beliefs. You’re not going to change anyone’s mind by starting a debate in the comments, so don’t do it.

To resonate with your audience on LinkedIn, Amy encourages you to share personal stories. When you share experiences, challenges, or triumphs in your own life, it humanizes your message. It makes it easier for your audience to connect with you on a personal level. And in an AI-driven world, human connection is more important than ever.

Now, you might be thinking, What if I don’t want to share my personal story?

You’re not alone. Many people are cautious about sharing personal anecdotes or experiences for a variety of reasons. However, Amy wants to remind you that you don’t have to share all the details.

Months ago, for instance, Amy wrote an article about a vulnerable and scary situation: being stalked. She opens her article with, “I was mandated to park out front of our head office for a terrifying reason. I was the victim of a stalker.” And then she jumps into the four best practices that can keep employees in a similar situation safe.  

Rather than writing the explicit details about her stalking situation, Amy provides a general overview—enough information to tell her story and point to helpful solutions. And the personal details remain private.

Remember: Sharing a personal story on your LinkedIn should serve a purpose. It should connect or resonate with your audience members (do not trauma dump!). And it should inform, advise, or educate others.

Are you interested in learning more about the ins and outs of LinkedIn? Listen to the podcast episode! You’ll come away with additional tips on how to build a following on LinkedIn, and actionable steps for turning LinkedIn into new opportunities.