Most people think LinkedIn success starts and ends with posting.

They write a post, publish it, wait for likes and comments, and then check the numbers.

  • If the post performs well, they feel good.
  • If it does not, they assume the content failed.

But the post itself is not the strategy.

The post is only the first step.

In this episode of The Website Growth Show, Rana Shahbaz speaks with Richard Moore about how LinkedIn can become a real client acquisition channel.

And the biggest lesson is this:

LinkedIn works when content leads to conversations.

Not when content simply gets attention.

Why posting alone is not enough

A LinkedIn post can help people notice you.

It can show your point of view, explain how you think, and help potential clients understand the problems you solve.

But a post rarely does all the work by itself.

Most people will not read one post and immediately book a call.

  • They may agree with the idea.
  • They may recognize the problem.
  • They may feel curious.
  • They may even think, “This sounds like me.”

But if there is no follow-up, the opportunity often stops there.

That is where many people lose potential clients.

They keep creating more content, but they do not build a process around what happens next.

Engagement is not the goal

Likes, comments, and impressions can be useful signals, but they are not the final result.

A post with a lot of engagement does not automatically mean it is creating business.

The better question is:

Did this post create the right conversations?

A smaller post that starts three meaningful conversations with the right people can be more valuable than a viral post that attracts people who will never buy from you.

This is where LinkedIn becomes different from general content marketing.

You are not only publishing to an audience.

You are opening doors to individual conversations.

Comments are signals

When someone comments on your post, they are giving you more than engagement.

They may be showing you what they care about.

Not every comment is a sales opportunity, but some comments reveal real interest.

For example, a comment may show:

  • They are dealing with the same problem
  • They have tried something and it has not worked
  • They are curious about your approach
  • They disagree and want to understand more
  • They are asking for a practical next step
  • They are describing a situation you can help with

Those comments should not be ignored.

They are openings.

The mistake is treating them like the end of the interaction instead of the beginning.

What to do after someone comments

The first step is to reply publicly.

Do not jump straight into a pitch.

A good public reply does two things:

It acknowledges the person properly and adds something useful to the conversation.

For example, if someone says, “This is exactly what I’m struggling with,” do not just reply with “Thanks.”

Ask a thoughtful question.

You could say:

“What part has been the hardest for you so far?”

Or:

“Is the issue more around creating the content or turning the engagement into conversations?”

This keeps the conversation moving naturally.

It also helps you understand whether there is a real problem behind the comment.

When to move into the DM

A direct message makes sense when the public conversation shows there may be something worth exploring.

That does not mean sending a pitch.

It means continuing the same conversation privately.

For example, if someone comments that they are posting consistently but not getting any leads, a simple DM could be:

“Thanks for your comment on my post. When you said you’re posting consistently but not seeing leads, I was curious, are people engaging with the content but not moving into conversations, or is engagement low overall?”

That message is not pushy.

It does not assume they want to buy.

It simply continues a relevant conversation.

That is the difference between a useful DM and a cold pitch.

The DM is not the sales call

A common mistake is trying to sell too much inside the DM.

The DM should not become a long sales page.

It should help you understand the situation.

Your goal is to find out:

  • What problem are they dealing with?
  • How long has it been happening?
  • What have they already tried?
  • Why does it matter now?
  • Is it something they want to solve?
  • Is there a reason to continue the conversation?

If there is no real problem, you do not need to force it.

If there is a real problem, the next step may be a call.

The DM is not where you solve everything.

It is where you decide whether a deeper conversation makes sense.

When to suggest a call

You do not need to suggest a call every time someone replies.

A call only makes sense when there is enough context.

For example, a call may be appropriate if the person has clearly said:

  • They are struggling with the issue
  • It is affecting their business
  • They have tried to solve it
  • They are open to getting help
  • The problem fits what you actually do

At that point, you can keep it simple.

You might say:

“It sounds like there may be a few moving pieces here. If helpful, we could talk it through properly and see what makes sense.”

That is very different from forcing a call too early.

The best sales conversations feel like the natural next step, not a sudden pitch.

Your content should make conversations easier

This is why the content itself matters.

If your posts are too broad, they attract broad engagement.

If your posts are too vague, they do not create useful conversations.

Strong LinkedIn content should make it easier for the right person to say, “That is my problem.”

Instead of writing only about your service, write about the situations that make your service necessary.

For example, instead of only saying:

“I help businesses get clients from LinkedIn.”

You could write about:

  • Why people get engagement but no sales calls
  • Why followers do not always turn into clients
  • Why DMs feel awkward when there is no context
  • Why posting more does not fix a weak offer
  • Why some people are visible but still not trusted
  • Why content without follow-up does not create pipeline

These topics are more likely to start useful conversations because they speak to problems people already recognize.

Build a simple LinkedIn follow-up routine

You do not need a complicated system.

You need a repeatable habit.

After you publish a post, do not just leave LinkedIn and hope something happens.

Review the engagement and ask:

  • Who commented thoughtfully?
  • Who asked a question?
  • Who shared a relevant struggle?
  • Who has engaged before?
  • Who fits the kind of person I can help?
  • Who should I reply to more carefully?
  • Who might be worth messaging privately?

Then follow up in a way that matches the interaction.

Some people only need a public reply.

Some people may be worth a DM.

Some conversations may lead to a call.

Most will not, and that is fine.

The goal is not to turn every interaction into a sales opportunity.

The goal is to stop missing the real ones.

What to stop doing

  • Stop posting and waiting.
  • Stop treating likes as the main goal.
  • Stop ignoring meaningful comments.
  • Stop sending cold pitches that have nothing to do with the conversation.
  • Stop trying to close people in the DM.
  • Stop writing content that does not point toward any business problem.
  • And stop assuming LinkedIn is not working just because a post did not go viral.

LinkedIn may already be creating opportunities.

You may just not have a process for noticing and following up on them.

Listen to the full episode:

How to Get Clients from LinkedIn: Content, DM, Call Strategy with Richard Moore