Last week I went on a bit of an “engagement” tangent.
I posted about how LinkedIn feels awkward because it IS awkward (we’re the first generation trying to figure out how to build genuine relationships online through commenting and DMs), and how micro conversations (ie comments) compound into real relationships (because “we kinda talk every day for a quick second” in the comments).
Then the universe (or LinkedIn rabbit hole) delivered the perfect plot twist.
Hours after the micro conversations post, I got a DM offering to handle my LinkedIn commenting for me. My stomach turned.
Even after saying this goes against what I’m about, he said: “Oh, you mean authenticity? I can do it in your voice,” he promised.
The irony was too perfect not to post about it. (TBH I might have let that DM frustrate me more than I should have)
Why Everyone’s Doing This Backwards
That DM revealed how many people think about LinkedIn:
They see it as a content distribution platform.
Post content → Get engagement → Grow following → Win business.
But that’s not how LinkedIn actually works.
LinkedIn is a relationship platform that happens to have content.
The content is just the conversation starter.
The real business happens in what comes next.
The Invisible LinkedIn Strategy
While everyone’s obsessing over post performance, the smartest LinkedIn users are playing a completely different game.
They’re not trying to go viral.
They’re trying to go deeper.
Here’s what I mean:
Surface-level LinkedIn:
Write great post → Hope people engage → Maybe someone reaches out
Deep LinkedIn:
Write post → Engage meaningfully in comments → Move conversations to DMs → Move DMs to calls → Move calls to contracts
Most people stop after step one.
The Real LinkedIn Algorithm
Everyone talks about “the algorithm” like it’s some mysterious force.
But there’s a simpler algorithm that matters more:
Consistency + Genuine Interest = Trust
Trust + Time = Opportunities
This algorithm never changes.
It doesn’t get updated. It doesn’t penalize you for using certain words.
It just requires you to show up as a real person who cares about other real people.
What Nobody Tells You About LinkedIn Success
The biggest LinkedIn wins don’t come just from your posts.
They also come from your presence in other people’s posts.
Think about it:
When you consistently show up in someone’s comments with thoughtful responses, you’re getting repeated exposure to their entire network.
Their followers start recognizing your name.
They see you as someone who adds value to conversations.
They begin to trust you before they ever visit your profile.
This is infinitely more powerful than posting and praying people see your post.
Plus, the more two-way conversations you have in the comments, the more your own content shows up in other people’s feeds too.
It’s a visibility snowball effect that most people completely miss.
The DM Test
Here’s how you know if your LinkedIn strategy is working:
Look at your DMs from the last 30 days.
Are people reaching out because:
- They saw your post and want to connect?
- They noticed your thoughtful comments and want to learn more?
- You’ve been part of conversations in their network?
If your DMs are mostly crickets (or people trying to sell you something), your strategy needs work.
Back to the awful DM.
That guy who offered to handle my commenting?
He was actually onto something.
Not the outsourcing part – that’s terrible.
But he understood that commenting is where the real action happens.
He just had the execution completely wrong.
You can’t automate relationships.
But you can be more intentional about building them.
Your LinkedIn Homework
This week, flip your approach:
Spend 20% of your LinkedIn time creating content.
Spend 80% engaging meaningfully on other people’s content.
Watch what happens to your business conversations.
Because while everyone else is trying to be seen, you’ll be busy building relationships.
And relationships are what actually pay the bills.
Toodles!
Natasha
P.S. That DM reminded me why I love what I do.
Teaching people to build authentic relationships in a world full of shortcuts and hacks.
The shortcuts don’t work. But authentic relationships always do.
P.S.2. I’ve got 3 spots left to join the REALationship Growth Method Founding Member group!
If you’re trying to grow your “presence the right way and learn how to truly leverage LinkedIn for success” (as Terrika would say), let’s talk.