What Actually Drives Revenue on LinkedIn for Founders (Hint: It’s Not Just Posting)

I’ve been building my brand on LinkedIn for almost two years now — sharing about our platform, Leaps, telling stories, experimenting with content. And one thing I’ve learned is that just posting isn’t enough.

But when LinkedIn experts say things like “build relationships,” “do warm outreach,” “engage more,” very few break down what that means in a practical way, especially for those of us who are here to drive real revenue, not just rack up impressions.

That’s why I reached out to Brynne Krispin. She’s the founder of Cause Fokus and works with mission-driven founders and execs who want their LinkedIn presence to drive business outcomes.

I saw her post something that hit home: posting is only 20% of what actually drives revenue. The other 80% is where the real work happens. 

So I asked her to unpack that for all of us — what actually moves the needle on LinkedIn when you're trying to not just get seen, but turn that visibility into trust and revenue.

She talked about:

• What to focus on besides posting if you want sales
• How to build relationships on LinkedIn that don’t feel salesy
• The difference between content that builds trust vs. drives sales
• What metrics actually matter if revenue is your goal
• Her simple system that keeps her LinkedIn strategy running for her clients

I learned a lot from this one, and I think you will too.

P.S. We’re capturing all our experts' insights via Leaps, the Expertise to Content platform. We're amplifying real human expertise and experience, and that’s what this series is about — sharing the experiences of experts in PR, brand, and marketing like Brynne.

What to focus on besides posting if you want sales

Q: Many founders focus on posting content, but you argue that’s just 20% of what drives revenue. What are some of the key behind-the-scenes activities or systems that actually make the biggest difference in converting LinkedIn visibility into sales?

A: Yes! Posting content is only about 20% of what actually drives revenue on LinkedIn. The other 80% is where the magic happens behind the scenes. Here are the activities I’ve found to be most critical for turning visibility into real sales and partnerships:

1. Strategic relationship building (not just content distribution)
A lot of leaders focus on broadcasting, but real results come from connection. I prioritize building a network of decision-makers who are values-aligned, then intentionally engage with their content before ever expecting them to engage with mine. 

DMs and thoughtful comments are often more valuable than a viral post. Plus, if they're in your DMs, the algorithm will deliver your content to them, too! Win-win.

2. Warm lead activation
Once visibility is up, the next step is knowing how to track and nurture that interest. Who’s viewing your profile? Who’s consistently liking but never commenting? Those are signals. 

I work with clients to set up low-lift follow-up systems: personalized connection requests, soft outreach via DMs, and even tracking leads in a simple spreadsheet. Visibility without follow-up is just noise.

3. Message-market resonance
We do a lot of empathy-driven messaging work. If your content doesn’t reflect the actual pain points and decision-making language of your audience, it won’t convert. 

That means mining comment sections, client calls, DMs (even complaints or critiques) for language we can use in content. When your audience feels seen and understood, they start to trust you, and trust is what drives conversions.

4. Thought leadership positioning, not just posting
Content is only effective if your audience knows what you're known for. I help clients clarify their niche and create an intentional narrative arc over time that builds their reputation as a go-to expert.

5. Empathy-Driven Systems
Every single one of my clients is overwhelmed and short on time, so we build systems that allow them to stay consistent without burning out. That might mean batching content, bringing in additional admin support, or building internal feedback loops. 

But we always approach it with empathy and customization, because a sustainable system beats a short-term spike every time.

How to build relationships on LinkedIn that don’t feel salesy

Q: Many personal branding experts talk about the importance of relationship-building, but few explain what that looks like practically. What does a strategic approach to relationship building actually look like day-to-day without coming off as transactional?

A: The key is to lead with curiosity, not an agenda. Strategic relationship-building isn’t about getting something. It’s about growing something. And that takes time, trust, and a willingness to show up even when there’s no immediate ROI.

1. Engage before you ask
Every week, I set aside time to engage with other people’s content first. I comment thoughtfully, celebrate their wins, and share insights that add value. 

This builds trust over time, so when we do eventually connect in the DMs or collaborate on something, it’s rooted in familiarity, not a cold pitch.

2. Personalized connection requests
I don’t believe in mass-adding. I believe in curating your network. If I’m reaching out to someone new, I lead with context — maybe we met at an event, maybe I loved something they posted, or we have a shared passion. That one line of personalization goes a long way in not coming off transactional.

3. Thoughtful follow-up (without pressure)
If someone engages with my post or accepts a request, I often send a short thank-you or a “curious to learn more about your work” message. 

But I don’t force the conversation. I let it be an open door. Sometimes just showing you’re paying attention and appreciating them is enough.

4. Content that builds connection, not just authority
We use personal stories, shoutouts, and behind-the-scenes reflections to humanize our presence. 

Because it’s not just about showing what you know, it’s about showing who you are! That’s how you build emotional resonance, not just reach.

5. Systematizing check-ins
Whether it’s a simple CRM, a spreadsheet, or reminders in my calendar, I keep track of who I’ve connected with and follow up periodically, especially with warm leads or collaborators. 

I’m not asking for anything. I’m just nurturing the relationship over time, like watering a garden. No pressure, just presence.

The difference between content that builds trust vs. drives sales

Q: How do you help founders distinguish between content that builds reputation versus content that directly supports revenue, and how should they balance the two?

A: So many founders think every post needs to ‘do it all’ (build their reputation AND generate leads) for it to be worth their time. This takes patience! 

In reality, those are two different types of content with two different goals. When I work with founders, we help them distinguish between content that builds reputation and content that drives revenue, and then create a strategy that balances both intentionally.

Reputation-building content = Trust + Authority
This is the content that positions you as the go-to voice in your space. It’s not salesy. It’s about showing how you think, solve problems, etc. This content plants seeds. It makes people think, “I need to keep an eye on this person.”

Revenue-driving content = Action + Relevance
This is content designed to move people closer to working with you. It connects your expertise to a specific pain point and offers a clear next step. This content makes people say, “I didn’t realize you could help with this. Let’s talk.”

So how do we balance the two?
It depends on your goals and stage of growth. But a good general rule is:

• 60-70% reputation content (especially if you’re building trust or a newer audience)
• 30-40% revenue content (especially if you’re in a launch or sales cycle)

The real magic happens when the two overlap, when your most insightful thought leadership also speaks directly to your ideal client’s struggle. That’s when you stop just being seen… and start getting hired.

At the end of the day, content should feel like a conversation, not a pitch deck. When founders stop trying to make every post go viral and instead focus on being consistently useful, relatable, and clear, it’s a game-changer for both visibility and revenue.

What metrics actually matter if revenue is your goal?

Q: A lot of people focus on vanity metrics when it comes to LinkedIn. What do you advice is most important for founders to track to measure what's working and what's not in their LinkedIn strategy, especially if revenue is one of their main goals?

A: Vanity metrics such as likes, impressions, and followers can give you a quick dopamine hit, but they rarely tell the full story. 

Especially if your goal is revenue, I encourage founders to focus on relational metrics and conversion signals, not just surface-level engagement. We call these the “You get me!” metrics.

1. Profile Views: Are the right people finding you?
If your content is working, your profile views should increase. But more importantly, who is viewing your profile? Are they decision-makers, funders, partners, or media? If not, your content might not be aligned with your goals.

2. Connection Requests: Are the right people reaching out?
Growth for the sake of growth means nothing if you’re not building the right network. We track how many qualified, ideal-fit people are connecting or accepting connection requests, because that’s where warm leads begin.

3. Inbound Messages: Are you starting the right conversations?
This is one of the most underrated metrics. If you’re getting DMs like:

“I love what you’ve been sharing... can we talk?”
“I didn’t know you did this, how can we work together?”

...then your content is doing its job. These messages are real pipeline indicators. In my experience, decision-makers are more likely to send private DMs instead of publicly commenting on posts. 

So don't get discouraged if your likes and comments are low. The closed-door conversations are what matter most.

4. Profile Conversion: Are your visitors taking action?
A high-performing profile is a lead conversion tool. We help clients optimize their banner, headline, and about section to drive clicks to a consultation form, calendar link, or newsletter opt-in. Then we track those clicks and conversions.

5. Revenue Attribution: Are your clients citing LinkedIn?
We make a point to ask clients what type of conversations their LinkedIn content is driving so we can track it manually. These are often dark metrics and rely on the client to self-report: text messages, a mention in a meeting, a Slack channel, etc.

At the end of the day, if your content is generating leads, nurturing trust, and helping people make buying decisions faster, you’re winning, whether or not the algorithm gives you 100 likes.

Simple systems that keep your LinkedIn strategy running

Q: What systems, tools, workflows, or habits have you seen work best to support a founder’s LinkedIn strategy that drives consistent revenue? If you have any, can you share an example of what's worked well for you or your clients?

A: The biggest challenge I see with our clients isn’t usually a lack of ideas; it’s capacity. So the systems that work best are the ones that reduce decision fatigue, build consistency, and turn content into meaningful impact. Our goal is to make sure this never takes more than 1 hour/week of a leader's time.

At Cause Fokus, we’ve built an entire ecosystem around that idea. Here’s what it looks like in practice:

1. Strategy-led monthly themes
Every month, we define core themes based on the client’s business goals and what we know works best for purpose-driven leaders on LinkedIn. 

We map content across the funnel, top (visibility), middle (credibility), and bottom (conversion). This removes decision fatigue and ensures you’re always showing up with intention.

2. Planable for content drafting, approvals + scheduling
We use Planable to draft, organize, and schedule everything. Clients can easily leave feedback, approve posts, and stay in the loop without digging through emails.

3. Bi-weekly or monthly check-ins + Fireflies.ai transcripts
We don’t expect founders to sit down and “write content.” Instead, we interview them on calls, pulling out insights, opinions, and personal stories they might not even realize are powerful. 

We use Fireflies.ai to transcribe and tag these calls so we can turn raw conversations into high-impact posts.

4. Idea capture habits + Slack for quick shares
We coach clients to store content ideas in one simple place, whether it’s your Notes app, a voice memo, or a Slack DM to us. That random 6 a.m. shower thought? We want it. Then, we use Slack as a central hub for fast feedback, approvals, and sharing inspiration in real time.

5. Design + video via Canva and Veed
We translate content into clean, scroll-stopping visuals and short-form video using Canva and Veed. These tools help bring your ideas to life in formats that connect more emotionally and visually with your audience.

6. GPT Enterprise for custom research agents
We use ChatGPT Enterprise to build custom agents that act as on-demand research assistants, outlining posts, analyzing trends, or summarizing industry news, all tailored to the client’s voice and expertise. This enhances our process and makes us feel superhuman.

7. A team of experts
At the center of it all, though, is our incredible team of experts who specialize in ghostwriting, content strategy, data, AI, psychology, and operations. We don’t just “do social,” we build thought leadership engines with a deep bench of talent.

Final words for founders feeling stuck

Q: Anything else you'd like to add to advise the founder or CEO struggling to get actual leads and sales from LinkedIn?

A: If you feel like you’re doing all the right things on LinkedIn but not seeing actual leads or sales… first, you’re not alone. A lot of smart, mission-driven leaders get stuck here. But here’s what I’d want you to hear: visibility ≠ strategy.

Just because people see you doesn’t mean they understand what you do or why it matters to them. Your content might be insightful or inspiring, but if it’s not tied to a clear offer, or if your profile isn’t set up to convert interest into action, it’s like hosting a great event with no RSVP link.

Ask yourself:
- Is it clear who I help, how, and why now?
- Can someone easily take the next step with me from my profile?

And if this feels overwhelming, it’s probably because you’re trying to be the strategist, writer, video editor, and community builder all at once. You don’t have to go it alone.

We built Cause Fokus for leaders whose voices need to be heard, but they just don't have time to do this. It's not just you, this takes a lot of work! Trial and error, patience, consistency... you can get there, and I'd love to partner with you to make it happen.

Wrapping up

If you’ve been posting consistently on LinkedIn or helping your execs build their LinkedIn presence but not seeing real results, you just might be missing the 80% Brynne talked about: the follow-up, the systems, the human connection.

For me, that’s been the biggest shift. I used to think visibility alone would do the work. But the truth is, what happens in the DMs, in the profile views, and in the intentional follow-ups is what actually drives business too.

I’m still learning. But this conversation with Brynne helped me, and I hope it helps you too, whether you’re building your personal brand yourself or you’re helping your execs with theirs.

Related:

— How I Built My Personal Brand on LinkedIn Alongside My Employer's Brand

— How I Handle Founders’ Objections to Building Their Personal Brand on LinkedIn