Forget twenty-page documents. Here's the whole model.
Four lines, one page
Write them in this order. If any is blank, the strategy isn't finished.
The goalWrite the number. How many new conversations, proposals or deals should LinkedIn deliver per month? A goal without a number is a hope. And set a sales goal, not a visibility goal.
The audienceWho do you want to work with? Roles, industries, size. Name specific companies if you can. The narrower it is, the sharper everything you do becomes.
The rhythmHow often do you post, and how often do you reach out directly to people? Put the second one in too, because that's where the business gets done. Content warms up, outreach closes.
The ownerWho is responsible for making this happen every week? Without a name, the strategy becomes a file nobody opens again.
A strategy without a line about how you actually contact clients is a content plan, not a business plan.
// Content warms, outreach closesNeed to fill the rhythm with concrete content? See the weekly plan for three posts. And measure the right things — not followers, as we cover in the company page and followers.
Why most strategies deliver nothing
It's rarely the plan that's wrong. It's that nobody executes it. A strategy changes nothing until someone decides to do the work, week after week, even when it's boring.
Knowledge of the platform is valuable. But drive is what decides.
The company that follows a simple plan with discipline always beats the company with the perfect strategy sitting untouched in a folder.
// From plan to doneWrite the short version today. Appoint an owner. Start tomorrow.
One page, four lines, one name
Set a sales goal with a number, narrow the audience, decide the rhythm for both content and direct outreach, and write down who owns it. Shorter plan, better odds it actually gets run.
LinkedCoach helps companies make LinkedIn a business channel, not a side activity. Get in touch and we'll take it from plan to done.
Frequently asked questions
What should a LinkedIn strategy contain?
Four parts that fit on one page: what you want it to deliver in business, who you want to reach, how often you reach out, and who owns getting it done. If it doesn't fit on one page, it's too complicated for anyone to follow.
How do we set goals for LinkedIn?
Write the number: how many new conversations, proposals or deals should LinkedIn deliver per month? A goal without a number is a hope. And set a sales goal, not a visibility goal.
Is a content plan enough?
No. A strategy without a line about how you actually contact clients is a content plan, not a business plan. Content warms up, outreach closes.
Why do most strategies deliver nothing?
It's rarely the plan that's wrong, it's that nobody executes it. The company that follows a simple plan with discipline always beats the company with the perfect strategy sitting untouched in a folder.