How I turn LinkedIn content into clients: step-by-step

Turning content → clients on LinkedIn took me three longgg years to learn.

Far from an overnight success story.

But fast forward to now:

• I’ve signed 110+ clients

• Booked 600+ sales calls

• Reached 4M+ people

Let me show you how.

I break things down into 4 stages

1. Define a target audience

2. Get their attention

3. Turn that attention into interest

4. Turn that interest into a lead

That’s the most simple way I’ve found of looking at things.

(I like simple).

Here’s how I approach each stage:

Define a target audience

I used to target people by age, gender, and job.

It wasn't working.

For me, this approach feels impersonal and inefficient.

Today, I've shifted to a more strategic approach, focusing on the pains, fears, beliefs, and misconceptions of my audience.

Basically, what keeps my ICP up at night.

The result?

My content becomes solution focused.

By speaking to my target audience, I’m speaking to:

1. Call out problems they have

2. Help them find solutions

Now in my content I can:

Identify target audience problem → offer solution.

Get their attention

Now I know who they are...

I need them to know who I am.

So I write top of funnel content designed to get attention.

This makes up 20% of my posts.

Example:

The aim of this content is to:

• Get lots of likes

• Get lots of followers

• Get lots of reach

You’ve seen this stuff on LinkedIn.

The broad topic carousel, the personal stories with a picture.

This stuff isn’t going to directly make any money.

But it gets the attention of my target audience so that I can…

Turn their attention into interest

Now they know who I am.

They need to know I am qualified to solve a problem for them.

Example:

So I will take the work we did in step one and:

Pick a pain point → Turn into content

Pick a fear → Turn into content

Pick a belief → Turn into content

Pick a misconception → Turn into content

This is 70% of my content.

It is all focused on:

1. Calling out my target audiences problems

2. Sharing my experience and offering solutions

I never measure the success of this content based on the number of likes or followers.

Instead I:

• Look through my engagement and check it’s from my target audience

• Look through my comments and check that people are perceiving value

I assess this qualitatively.

For concrete numbers to show this stage is working, I move onto…

Turn that interest into a lead

I write content that gives people proof of my results.

It’s one thing showing expertise.

Example:

But to generate solid leads I:

• Prove the results I’ve gotten for clients

• Prove the results I’ve gotten for myself

This makes up 10% of my content.

The success of these conversion posts are less to do with how I write the post.

And more to do with how well I’ve nurtured the audience in Step 3.

Then of course I get those leads booked onto a call, and (try to) close!

(If you want my full strategy on how I use LinkedIn DM’s to turn conversations into sales calls, read last week's newsletter here. It speed up the process on smaller accounts)/

There you have it.

My 4 step content → clients system.

I follow this process (20, 70, 10) 7 days a week.

I rarely miss a day.

Mon: Convert
Tue: Nurture
Wed: Attract
Thur: Nurture
Fri: Nurture
Sat: Nurture
Sun: Attract

When my ICP is ready to act, I’m top of mind.

Couple a solid content strategy with this kind of consistency, and you're on your way to making £10K a month.

I can't guarantee exactly when it will happen for you.

But consider this:

It took me three years to learn this.

You're getting the blueprint in just three minutes.

Putting It into Practice

1. Start by mapping out your week with the 20-70-10 rule:

Reminder:

• 20% (get target audience attention)

• 70% (turn attention into interest)

• 10% (turn interest into a lead)

2. Commit to posting 5-7 days per week.

3. For the next 3-6 months

Yes, it takes time. Content is not a quick fix - there’s options like cold email and paid ads for that.

But today I have an endless supply of leads and all it takes is 1 (free) post a day to stay on top of.

So I’d say it’s worth it!

That’s all for this week.

Until next time,

Ethan Golding

P.S.

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