EP #038: The 5 Keys to LinkedIn Success for CEOs

Last week, I shared how one CEO turned two LinkedIn posts into a full year of sales pipeline. The big takeaway? LinkedIn works—if you use it correctly.

Today, I want to break down five key principles that separate CEOs who win on LinkedIn from those who waste their time.

If you’re looking for real business impact—new clients, inbound deal flow, better hires—these five principles will get you there.

1️⃣ Educate, Don’t Sell

Your audience doesn’t want a sales pitch. They want insights.

Instead of: ❌ “Excited to announce that our firm just won another award!”
Try: ✅ “After working with 200 CEOs, here’s the #1 mistake I see in executive hiring.”

When you teach first, you build credibility. When you build credibility, sales happen naturally.

2️⃣ Post Consistently—Even If It’s Just Once a Week

Most CEOs fear posting too much. The reality? Most people won’t see every post you make.

The LinkedIn algorithm favors consistency—meaning the more frequently you post, the more your content is surfaced.

💡 Ideal posting frequency: 1-5 times per week. If that’s too much, start with once per week and stay consistent.

3️⃣ Your Network Is Full of Leads—They Just Forgot About You

Most of your future clients, investors, and partners already know you. They’re just not thinking about you when they have a problem you can solve.

LinkedIn helps you stay top of mind—so when they need what you offer, you’re the first person they think of.

Think about it: How many deals have you lost just because someone didn’t remember to reach out?

4️⃣ Original Content Wins—Reposts Lose

If you only share articles, company updates, or repost industry news, LinkedIn will bury your content.

Instead, create your own content. That doesn’t mean you have to reinvent the wheel. Take an article and add your perspective:

Instead of: ❌ “Great article from [Insert Big Publication]—worth a read.”
Try: ✅ “This article on [topic] is a must-read. Here’s my key takeaway—and why it matters for CEOs today.”

5️⃣ Your LinkedIn Profile = Your Sales Funnel

Most CEO profiles read like a résumé. But if you want to drive business, your profile should:

✔ Clearly define what you do
✔ Show social proof (past clients, results, experience)
✔ Make it easy for someone to contact you

💡 Think of your LinkedIn profile as a landing page, not a biography. If a potential client visited your profile today, would they know what to do next?

🔹 Your LinkedIn Challenge This Week

Before the next newsletter, take 5 minutes to tweak your LinkedIn profile.

👉 Add one sentence that clearly explains the value you provide.
👉 Remove outdated or irrelevant information.

It doesn’t have to be perfect—just one small change. Over time, these small tweaks add up.

Next week: I’ll break down exactly how to optimize your LinkedIn profile so it attracts the right clients, investors, and partners.

PS: Know a CEO who should be using LinkedIn more effectively? Forward them this email.

PPS: Want to go deeper? Check out my CEO’s Guide to LinkedIn. This 83-page PDF contains everything I know about LinkedIn… and it’s 100% free.

— Justin

Justin M. Nassiri | Founder & CEO
M: 650.353.1138 | E: [email protected]
250 Fillmore St Suite 150, Denver, CO 80206
www.ExecutivePresence.io

Executive Presence specializes in helping top-tier executives boost their visibility, activate their network, and position themselves as thought leaders via our premium, fully-managed LinkedIn service.

Our unique process involves ex-McKinsey, BCG, and Bain consultants conducting monthly hour-long interviews with our clients, and turning them into impactful daily LinkedIn posts to establish their unique voice and authority. On average, our clients see a 500% bump in engagement in their first 30 days with us. Data is continuously analyzed to improve engagement and identify impactful messaging that you can use for conferences, podcasts, and internal communications.