You’re posting. You’re showing up. You’re “doing all the right things” according to what the feed says… and still nothing moves. On the surface, your LinkedIn content looks fine. Maybe your engagement is OK. But conversions? Crickets.
That’s because writing for likes and comments is a different skill from writing for sales and business growth.
I recently spoke with professional ghostwriter Sarra Richmond, and together we unpack what’s really killing your LinkedIn results and the practical fixes you can implement today to turn things around.
Spoiler: it has nothing to do with the algorithm and everything to do with the way you communicate.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, who was joined by Sarra Richmond to discuss this topic in more detail.
The Beige Problem: Why “Professional” Content Is Costing You Clients
You’ve seen beige content. You’ve probably written beige content. Beige is safe. Polished. Familiar. Unfortunately, it is also completely forgettable.
Sarra nailed the definition. Beige content is:
- Saying a lot, but saying nothing
- Copying everyone else
- Using AI in the most basic way
- Playing it safe to appear professional
- Posting volumes of content that all blend into one
The impact? You stay invisible. People do not know what you do, how you help, or why it matters. And if they cannot tell the difference between you and your competitors, they will simply choose someone else.
Tip: Write one post this week that says one original thing. Not a trend. Not a mimic. Not a rewrite of someone else’s idea. Say something you genuinely believe that your ideal customer needs to hear.
You’ll be amazed at how fast people start paying attention.
Stop Optimising for Likes and Start Optimising for Leads
There’s a dangerous shift happening on LinkedIn: marketers behaving like influencers. Optimising for likes. Chasing impressions. Posting for applause.
But engagement ≠ revenue.
We both have so many stories about posts that went viral but brought no business, and how a single post with average impressions turned into clients because it reached the right people. Visibility is only useful when what someone sees clearly links to how you can help them.
Tip: Look beyond reach and engagement metrics and add metrics that will make a real difference to your business growth. eg DM conversations, intro call bookings, email replies, and offline opportunities sparked by content
If your content isn’t leading to real action, it’s time to change things up.
The One-Person Content Rule: How to Write LinkedIn Posts That Actually Convert
If your content is trying to reach everyone, it reaches no one. This is especially common for B2B brands that serve multiple industries. They try to write content that covers every use case, every persona and every possible scenario.
The result is broad, unclear messaging that’s confusing.
The solution is the one-person rule:
“Pick one persona. Select one problem. Show one solution.” Sarra Richmond
Write for one person with one problem and one outcome they care about. Rotate personas over time. Don’t blend them.
Tip: Before posting, write this at the top of your draft: This post is for… Then fill in the who, the problem, and the outcome.
Your CTAs Are Too Weak. Here’s How to Fix Them
Marketers often avoid calls to action because they do not want to sound salesy. The irony is that avoiding clarity is what costs you business.
A strong post grabs attention at the top, builds relevance in the middle, and ends with a simple instruction. Not pushy. Not needy. Just helpful.
As Sarra said, your call to action is not the clever part. It is the full stop that guides the next logical step.
Tip: Use confident CTAs like:
- Book a call if you want this solved
- Ask me for the guide if you need help starting
- Visit the page to see the practical examples
People can’t follow instructions you never give.
Talk to Your Clients More Than You Talk to the LinkedIn Algorithm
This might be the most important shift.
We are in a time where we have direct access to our audience every single day. Comments. DMs. Polls. Quick replies. Feedback loops everywhere. Yet many marketers still create content based on assumptions.
The B2B brands winning are:
- Asking questions
- Listening to frustrations
- Inviting conversation
- Building loyalty through interaction
- Responding like real people
AI cannot replace rapport. But marketers often forget to lean into the human advantage they already have.
Tip: Once a week, create a post designed solely to learn more about your audience.
Final Thoughts - Your Audience Doesn’t Need More Content. They Need More Clarity
If you take nothing else from this article, take this:
Your audience wants someone who
- Understands them
- Speaks directly to them
- Offers clear solutions
- Shows personality
- Guides them to a confident decision
Not someone who sounds like everyone else.
LinkedIn doesn’t reward perfection; it rewards clarity, originality, and usefulness.
Start there. Your conversions will follow.
Book a time here to discover how we can help your B2B grow – https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
Cheers
Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
