What happened when we cut posting in half and engagement doubled
My first founder and co-founder contract, inside the organizational development space. We scaled the volume back and put everything into positioning, messaging, and the quality of each post.
Lead Every Day is an organizational development company. Randy Gravitt founded it and Mark Miller is his co-founder, and both of them have long careers behind them. I started working with both around the same time, which made this my first founder and co-founder contract.
The LinkedIn presence did not reflect any of that. The posts were obviously written by ChatGPT, going out five times a week for the sake of going out. Most of it was blog content chopped up and reposted, with no real value for the reader and no clear reason to do anything after reading it.
We started by redefining what success on LinkedIn actually meant for Lead Every Day, and for Mark's personal brand specifically. Not post count. Whether the right people were reading and responding.
From there we aligned on his core values, his tone of voice, and the point of view that belongs to him rather than to the company blog. Then we cut the posting schedule roughly in half and used the room to make each post worth stopping for, with the accounts we wanted to reach in mind every time.
Engagement doubled on half the volume. Mark's connections went from 12,500 to 16,750 over the year.
Once we landed on what worked for Mark, it led to me taking over Randy's account as well. Randy has a smaller following on LinkedIn, but his career took a different path, so his messaging reaches a completely different segment of the same target audience.
That turned into an advantage. Two founders covering two personas inside one ideal customer profile, without either account repeating the other. Randy went from 1,800 to 4,500 followers in twelve months, also on about half the posting volume he had been doing before.
Across both accounts the same approach produced more than 8,000 new followers and $15,000 in revenue we can attribute directly to LinkedIn, through books sold, speaking engagements booked, and webinar signups.
It also opened three to five conversations about corporate training that moved off the platform. Those carry six figures of potential revenue between them. They are conversations, not closed deals, and I would rather say that plainly than round it into a headline.
Volume is the easiest thing to measure, so it becomes the goal by default. It rarely deserves to be.
If you have real expertise, fewer posts written from your actual point of view will beat a daily schedule of repurposed material. And if there are two leaders in the business, treat them as two voices reaching two audiences instead of one message published twice.