Past Webinar
Why Your LinkedIn Strategy Stopped Working
(And How to Fix It)
We figured out the solution, so you don’t have to.
Watch this short clip for a sneak peak of what’s inside (download the full webinar recording free for the complete strategy).
One of the best webinars I’ve been to in a while!”
What’s Inside the Webinar
The Sudden LinkedIn Shift
Why 50-70% of strategies failed overnight and what’s working now.
2025 Winning Formula
The 4-step system that turns authentic LinkedIn presence into predictable pipeline.
Live Demo of Content Calendar
Watch our team demonstrate the LinkedIn Content Calendar and Analytics Tracker.
Never really enjoy ‘working’ during lunch hours, but I am glad I took the time. The presentation was information-packed and insightful and I am happy with the takeaway TOOLS provided which will help me put new strategies (that WORK!) into play.”
The Most-Asked Questions from the Webinar
Content Calendar & Analytics Tracker
What types of posts work best when starting from scratch on LinkedIn?
Start with the content that comes most naturally to you. If you attended an event that week, post about the experience and tag the speakers. If you had an interesting call with a customer, share what it made you think about differently. Pull from the experiences and resources you already have.
Read an interesting article? Reshare it with your take on how it applies to your industry. Start simple and focus on consistency—even if your post for the week is just asking a question to spark conversation with your network. Show up authentically, not perfectly.
How do you link personal account activity back to brand goals or reporting?
This approach is relatively new, so we’re still working out some of the details. If you’re consistently posting content on both a personal account and a company page, you’ll likely want to set different goals and track those pages separately. This helps you see if one page is performing notably better than the other, or if one employee’s content is resonating more than another’s.
In this case, duplicate our Analytics Tracker tab and label it for the different pages you’re posting to. Set goals and track them separately for clearer insights.
How do you decide which topics go to the corporate page versus personal profiles?
Corporate pages are perfect for promoting events, spotlighting company culture or celebrating internal wins. Personal profiles should serve as connecting spaces. Know your ideal audience and have employees speak directly to those people, giving them the content they’re looking for on their feed.
Focus personal content on conversation starters, human moments, perspectives on industry news, questions for your network, and behind-the-scenes glimpses of daily work life.
How do you set engagement rate and impression benchmarks without past data?
Our Analytics Tracker includes pre-set engagement rate, impression, and follower count benchmarks that provide healthy growth goals. But if you’re starting from scratch, here’s what we recommend: spend your first three months focusing on posting consistently rather than hitting specific numbers.
Track your metrics to see what’s performing well, but don’t set strict goals yet. Once you have enough data to inform your strategy and establish baseline numbers, start using the goal calculator to set meaningful targets.
Employee Generated Content (EGC)
How do you encourage team members to actively post on behalf of the company?
Honestly? Incentives work like a charm. Consider offering employees a free lunch delivered for a month of posting, or something similar. One attendee from our recent webinar mentioned motivating employees with free LinkedIn Premium—we loved that idea.
Beyond incentives, give your thought leaders freedom around what they post. Let them use their voice, have fun with it, and see the power in growing their network and presence on the platform.
What's the best way to make employee-generated content sound authentic?
Make it authentic. Have thought leaders edit or write their own content. Use photos from their childhood or recent camera roll. Encourage regular engagement with their peers and connections. Position posts from their point of view, in their voice, with their thoughts, experiences, and insights shaping the content.
Should we focus on personal accounts instead of corporate pages, or is there an ideal balance?
We always recommend keeping the lights on for corporate pages, but shift that content to align with a company page’s purpose: highlight company culture, shout out clients or team members, and celebrate company wins.
Move industry content, commentary on relevant news, community engagement, and anything that sounds like it should come from a human rather than a brand to personal accounts. Strike a balance, but lean into the personal approach where it makes sense.
What image style works best—polished or more authentic-looking?
Definitely more authentic. While we appreciate well-designed, creative images (and that’s typically what we’ve gone for in the past), what’s reaching audiences now are photos you find in your camera roll: throwbacks, childhood photos, snaps from company outings, anything that feels like authentic life sharing.
That’s what people are connecting with, mostly because it stands out in the feed compared to designed assets we typically see.
Thought Leader Ads & Paid Strategy
Are LinkedIn ads "dead," or what's the current best practice for running them in 2025?
They’re not dead, but we need to adjust our approach. Thought Leader Ads are the number one ad strategy we’ve seen perform in the last year. At CleverFunnel, we’ve largely shifted toward a sole focus on Thought Leader Ads for our clients because they deliver a consistently higher return on investment.
People don’t want to be advertised to—Thought Leader Ads make them feel like they’re connecting with real people and discovering content that actually meets their needs. The other advantage? If you’re a smaller team or just starting out, Thought Leader Ads can be successful even with smaller budgets. While you’re paying for results, even $50 behind a personal post can generate significantly more traction than an unboosted post.
What's the difference between Thought Leader Ads and regular post boosting?
Regular post boosting puts spend behind company page posts, while Thought Leader Ads put that same spend behind personal profile posts. This feels much more authentic in the algorithm and looks like someone in your network posting organically.
The content approach tends to be different too—more human, down-to-earth, and less promotional. Thought Leader Ads allow employees to speak from their own perspective in their own voice, connecting with your audience in a way that feels genuine while reaching more feeds through paid promotion.
How do you promote an individual post—does this require a different process than promoting brand posts?
It’s a slightly different process. Go into your company’s LinkedIn Ad Manager and start setting up a campaign. Choose either Brand Awareness or Engagement as your campaign objective. When selecting the ad format, choose from single image, video, or event (tip: if the post you want to boost is text-only, pick single image).
For content selection, choose Browse existing content, then select LinkedIn Members. From there, pick the post you want to promote. You’ll need to send that member an approval link, but once they approve, you’re ready to launch.
Can Thought Leader Ads be managed in the same LinkedIn ad account as other campaigns?
Yes. You set up any Thought Leader ad campaigns through your company’s LinkedIn Ad Account and manage them all in one place. You can also monitor your running Thought Leader ads in the Page Posts tab on your company profile, under Employee Posts.
Lead Generation
If LinkedIn deprioritizes posts with off-platform links, how did you drive webinar registrations?
This was tricky for us. Current advice suggests putting links in comments, but we quickly learned LinkedIn buries those in-comment links. So we put the link back in the main post, and it still performed well.
Our trick: include the link in the post copy, but don’t use the automatically generated link preview. X out of that option and add your own photo instead. If you notice posts with links performing poorly, throw $25 behind them to get more eyes on the content.
How do you decide what makes an effective "lead hook" for your audience?
It starts with SAT: Specific, Actionable, and Timely.
Take our content calendar, for example—it was structured around this approach. It was created specifically for the LinkedIn algorithm and our target audience. It was actionable (you could download it and start using it today), and it was timely, addressing the issues we’re experiencing in 2025.
When brainstorming lead hooks, think about what your audience needs and where they’re struggling. Where does your expertise come in? Consider format: downloadable Excel files, PDF guides, templates, swipe files—whatever is easy for your audience to access.
How do you test different hooks to see which resonates most with your audience?
We typically start by creating the simplest version of something to get it out there and drive traffic. This helps you see what people are attracted to and what they click on, giving you answers about what deserves time and budget investment.
For some clients, we test up to six basic concepts before choosing what to build a campaign around. This can be overwhelming for small teams, though. Consider having employees post about the topics of the lead hooks you’re considering and see which posts get the most engagement and go from there.
Can CleverFunnel help my team implement this entire strategy and drive leads on LinkedIn?
It’s what we’re here to do. We’re helping other clients in real time and learning so much through the process. Balancing a company presence, thought leader content on personal accounts, and developing lead hook campaigns is a significant lift.
We’re here to help take some of the load off. We can work with you to brainstorm what lead hooks make the most sense for your audience, run tests, and analyze what’s worth investing in. From there, we can help create the hook itself and build the campaign around it—social content, email campaigns, landing pages—to start establishing your LinkedIn presence, building out your CRM, and growing your business.
Ready to get started? Let’s talk about your LinkedIn strategy.
About CleverFunnel
We specialize in helping B2B SaaS marketing leaders validate strategies in real market conditions, prove ROI fast, and scale what works. We manage multiple high-performing LinkedIn accounts, including a top 1% LinkedIn page.