How do you Pump Up Your Brand on LinkedIn?

I was in a breakout session today, meeting some folks for the very first time, and Erica asked me about LinkedIn ads. She had heard they were a "ripoff."

I concer wholeheartedly.

They are not designed for solopreneurs and small firms. They start at $2000/month and have a 3-month minimum commitment.

So! What's a Solo to do?

Boost.

Boosting can be VERY effective if it is well planned and properly executed.

How do you do that?

1. When the Post Is Already Performing Well Organically

I know, that seems a little counterintuitive. You will have to trust me here.

Boosting works best when you are amplifying success, not trying to rescue a weak post.

Look for -

• Above-average impressions

• Strong comments (not just likes)

• Engagement from your target audience, not just your friends

Think of boosting as putting gasoline on a fire that is already burning. 🔥🔥🔥

2. When the Content Builds Authority (Not Sales)

For professional services, the highest ROI boost is usually authority positioning, not selling.

Thought Leadership is by far the best type of post to boost.

• Industry insight

• Contrarian opinions

• Trend analysis

Example for attorneys:

• “3 legal mistakes startups make before Series A.”

• “Why most employment agreements fail in litigation.”

Other posts that boost well are Educational frameworks. Think checklists, process explanations, and definitions.

Or, posts that tell a story. Case studies, client success stories, personal lessons learned, professional insights.

These posts build credibility with new audiences.

3. When You are Targeting a Very Specific Audience

Boosting can be particularly useful when you want to reach people outside your network.

This is where LinkedIn excels compared to other platforms.

When is Boosting most effective?

First of all, in the Visibility Stage (Top of Funnel). Think of it as getting your best content in front of more of the right people.

Reserve this for posts that your Ideal Audience will walk away with the feeling, “This person understands my world.” Establish Awareness.

Second, is in the Trust Building Stage. You want your audience to see you as the expert.

Post examples for this might be -

“5 lessons from negotiating 100+ contracts”

“What most founders misunderstand about IP protection.”

ThirdisEvent Promotion. When you are demonstrating your expertise for people to sample. Speaking engagements, webinars, podcasts, panels, Ask Me Anything, Book launches, workshops...

And I will add one that may not be obvious, these particular types of posts are great for staying top of mind with your referral partners.

Boosting does NOT WORK WELL when you are merely doing personal life updates, “Happy Monday” posts, team photos, generic motivational posts, self-promotion, or hardcore sales posts.

These tend to bomb hard.

Don't stop posting those, just don't invest in them.

Boosting works best for expert-driven professions where reputation matters. (interestingly enough, it bombs for B2C. That is where you need deep packets for ads)

So, how is it done?

Boost only your very best posts. How do you know?

You post like you normally would and wait at least 24 - 48 hours. If you see a post taking off, jump on it.

This approach dramatically improves ROI.

Here is the easiest way to think about it. Boosting works best for posts that a) teach something, b) reveal an insider insight, or c) start a conversation.

And, the Headline of the post is EVERYTHING.

“After reviewing hundreds of startup contracts, I see the same three mistakes founders make over and over.”

“After 20 years negotiating contracts, here are five things I wish every founder understood.”

“Three legal trends that will reshape employment law over the next five years.”

“Founders: when should you actually hire your first general counsel?”

Here is your guiding light 💡“Would a stranger learn something valuable from this post?” If the answer is no, it should not be boosted.

A headline that would likely work great for me?

“The $100 LinkedIn Boost Strategy”

Here's how it would go -

One great post → small boost → highly targeted audience → new relationships.

$100 total budget

Run the boost for 5–7 days.

Typical outcome:

• 5,000–20,000 targeted impressions

• hundreds of new professionals exposed to your expertise

Because LinkedIn is so expensive compared to other platforms, targeting matters more than spend.

For professional services, authority drives business development.

The real power comes from consistency.

The million $$$ formula?

Pick 1 high-performing post per month

Budget: $100/month

Over a year, that’s $1,200 in targeted visibility to thousands of professionals.

That’s extremely inexpensive reputation marketing.

There are many strategies to real in even more ROI from this strategy.

Connecting with your new audience, reaching out for strategic One-to-Ones, getting referral partners involved, using Sales Navigator to target, adding LinkedIn Live to promote...

What are you doing this year to create authority and visibility?

That is the new currency.

And, you gotta get on the dance floor to pump up your brand!

Until next time...

Angela

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