The 12 Steps to ICP Building

How am thinking on content that builds audiences on LinkedIn. [playbook]
Publishing content on here on the fly will not work.

Random posting cadence is a bad move.
Not checking your LinkedIn analytics daily is a loosing play.
As of early 2025, i went all out on building my audience on here.

Deliberately.

First, I dropped my following (inactive) by nearly 50%.
Next I picked the category;
LinkedIn marketing for B2B SMBs.
Then the content;

- Brands on LinkedIn
- How to do LinkedIn marketing
- Examples on LinkedIn marketing
- Industry specific on LinkedIn marketing

That is gist on content.
Add, weekday video with the goal to capture industry attention - Marketing.

As for cadence; I went for volume.
Twice a day, plus the 5 day video clips.

Note, If you are starting out, a 3-5 posting cadence is all you need.
Next, it's the audience that I want my content to reach.
Side note; last week I reached 77% of my current following.

Here is my 12 steps on audience building;

1. Pick a category i.e biopharma
2. I use ChatGPT & prompt active Creators
3. Using the list search individual profiles
4. I send a connection request or following
5. I drop a like/ comment on the latest post
6. I scroll their post comments section next
7.I follow and connect with relevant profiles
8. I write down on paper my top 40 profiles
9. Next I follow up on their posting cadence
10. I drop a comment or two on their posts
11. At times I create a template for them
12. If already connected I send it to them

This steps have helped me add 4,000 ICP focused following.
In my written notebook, I have the content template drafted for each day;

Monday; playbook & how-to template
Tuesday;creative design & brand on LinkedIn
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:
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Sunday: example case studies & visual collection of the week.

LinkedIn Brand Positioning
5 Examples on Positioning on LinkedIn

How to pick your LinkedIn brand positioning
[5 example profiles]

If you have noticed anything on my profile, am leaning heavily into my brand positioning on here.

I have picked one category in ads
I picked a giraffe 🦒 as my mascot
I went with green color as my theme
Am keen on content design that stands out.

Have been on LinkedIn for the past 8 years.
When the feed full of generic full
Until now when it a mixed concoction

- a ton of all ad formats
- comment '[ ] ' to get content baits
- quality content designed to stand out
- and everything in between as you noticed

Now, how do you stand out?
Simple - lean into LinkedIn brand positioning.

1. content design
2. pick a category
3. stick with a max of two color themes
4. lean into how your ICP consumes content

To put this to context, here are 5 examples from my feed.
1. Anthony Pieri - homepage positioning
2. Tas Bober - paid ads landing pages
3. Richard King - product marketing
4. Nasheen I. Chen - public speaking
5. Morgan J Ingram - social selling

ABM + LinkedIn Ads
The 19 Lessons from 110 minutes watched

I took 110 minutes to catchup on the recent ZenABM Bootcamp.[19 lessons from Tim & Gabriel]

The platform ABM on LinkedIn is running a 11 days long bootcamp by hosting 10+ experts in the space.

No surprise, I follow and are connected to all the experts.
Over the weekend, I took time out to catchup on the recorded webinars on YouTube.
Today am going to focus on two experts;

- Tim Davidson, founder B2B Rizz
- Gabriel Ehrlich, founder Remotion

Here are my learnings:
From Gabriel; LinkedIn ads TLA Q&A

1.On ad structure, go with campaign type for simplicity.
2.On scaling ads, factor time delay; ad spend & pipeline.
3.On TL ads CTA, ideally at the bottom, but test mid & top.
4.On ABM list, go with company list or filtering for big companies.
5.On proving ROI, pipeline focus; use UTMs, CAPI & self attribution.
6.On exclusions, relies on broadness or narrowness of audience
7.On ad set, 4/5 is good, pay attention on frequency.
8.On company page, focus on employer branding.
9.On metrics, for TL ads, focus engagement rate.

From Tim: TL Ads for ABM

10.The Founder the best profile for TL ads
11. It's great; right: person,content, distribution.
12. Edit the post & add CTA link to a landing page.
13. If Tim had to choose the content format; videos.
14. Avoid CTA link in the comments as gets buried.
15. If you can get your ideal buyers for TL ads, great.
16. Leverage partnerships of your brand mentions for TL ads.
17. Text, image and video content formats but context is pivotal.
18. The post doesn't have to perform organically, context matters.
19. Faily TL ads budget relies on audience size, & the cost to reach them.