LinkedIn Strategy for Founders: Build a Repeatable Content Habit That Drives Sales
In Part 1 of this series, we made the case for why LinkedIn is a powerful but underused channel for B2B founders and scaling business leaders to support company sales efforts. Used right, LinkedIn helps you scale yourself across accounts, amplify your team’s wins, and turn conversations into leads. But that only works when posting becomes a natural extension of your sales process.
This post is about how to actually get started—without overthinking it or adding another task to your overflowing plate.
At Wheelhouse, we show leaders how to use performance-driven marketing to support sales goals. We aren't suggesting you start a side hustle as an influencer, but rather we'll show you how to personally show up on social media with intention to create momentum in your pipeline.
Here are three achievable steps to get started:
Step 1: Start With Three Themes
Think about the three things you want to be known for. These themes act like a compass: they keep you on message, but don’t box you in. They give shape to your posts and create a clear association between you, your expertise, and your company. In marketing, we call them "content pillars"
For example, here are my personal content pillars as a founder and face of Wheelhouse Marketing:
Marketing + AI
The Future of Work is Fractional
Actionable Marketing Inspiration and Trends
Once you’ve set your themes, you can bring them to life in different ways: a client success story, an article you share with your take, a behind-the-scenes look at your product, or even a quick note on what you’re learning. The consistency comes from the themes, not the format. Over time, your network will come to connect you with those ideas.
Step 2: Make Posting a Sales Habit
LinkedIn isn’t just a place to share updates, it’s a way to create targeted touchpoints with your existing network and their peers you haven't yet met. That’s why it’s so effective in B2B.
Here’s how to make that work:
Tag clients, partners, and collaborators to not only recognize your shared wins, but to extend your commentary and reach into their contacts' feeds.
Use visibility to expand reach inside accounts. When a post gets seen by finance or ops contacts at the same company, you skip the cold intro.
Comment on other people’s posts. It’s one of the easiest ways to stay visible and add value without having to create something new. Every thoughtful comment you leave is seen by their network, and positions you as someone worth noticing.
Writing on LinkedIn and tagging people and companies helps you to build visibility inside that target account, re-engage a stalled lead, showcase examples of your work and results, and drive conversation with prospects. You can even think of the desired outcome you want to accompish to help guide the writing of a post.
Step 3: The 5-Minute Content Plan
No need to aim for daily content, nor for a full content calendar. But, if you'd like a guide, you can write a few sentences in one of the below categories in 5 minutes or less:
Week 1: Share a 2-sentence insight from a recent client call
Week 2: Reshare a blog or article with 1-line POV
Week 3: Post a photo or milestone from a project
That’s enough to keep you visible and top of mind. Start with one post a week, and it will become second nature. You can add in **One thoughtful comment (**intentionally engaging with someone in your network double your visibility.
We think you'll find increasing your time on LinkedIn engaging with your network will add huge value. You'll be exposed to the insights and articles they find useful and have the opportunity to learn about, and from, your connections.
Some additional content ideas
Team / expert insights: Industry trends, shifts, or hot takes,“what we’re seeing” patterns from the field, frameworks or playbooks your team uses, industry trends, shifts, or hot takes, questions that challenge assumptions.
Attending an event? Post a thank-you to the organizer, a quick recap of your favorite talk, or three lessons learned.
Closing a project? Share a photo, tag the team, and summarize the outcome. That post can then be turned into a slide for your next pitch.
Writing a blog? Pull out one key point and share it as a stand-alone post, then link back to the full piece.
Finally, once you post, here's how to make it work harder
Once you post, make it work harder:
Tag 2–3 people involved in the work
DM (direct message) the post to a warm lead or prospect
Watch who engages, and follow up, comment back, or message
As a founder, you are already your company’s most effective salesperson. By using LinkedIn strategically, you extend that influence beyond the conference room or Zoom call and into the feeds of the people you most want to reach.
Need help turning this into a system that supports sales?
Frequently Asked Questions
Q: How often should founders post on LinkedIn?
A: Once or twice a week is plenty. The key is consistency.
Q: What if I don’t have new client wins every week?
A: Mix in lessons learned, reflections, or industry questions. It’s about showing up, not just announcing big news.
Q: Can I repurpose my company’s content?
A: Yes. Reshare it with your own perspective so it feels personal and adds value.
Q: What if I don’t have wins to share?
A: Share lessons, frameworks, or industry POVs. Not everything needs to be a case study.
Q: What if I don't have time?
A: Start small. Use downtime (commute, lunch, in between calls) to jot a quick post or save a prompt.
