# Channel SOP — LinkedIn

**Use when:** buyer role/company context matters, professional credibility supports the offer, and the founder can add useful expertise consistently.

**Avoid when:** the plan is automated connection requests, engagement bait, or a generic company-page feed with no human point of view.

## Content and conversation loop

1. Follow a narrow set of ICPs, practitioners, buyers, and adjacent experts.
2. Write useful comments that add an example, tradeoff, or correction—never “great post.”
3. Publish from evidence:
   - a recent customer problem and practical lesson;
   - a teardown/checklist with limitations;
   - a specific result with honest context;
   - a strong question the ICP can answer from experience.
4. Use contextual direct outreach only after a real trigger or interaction.
5. One CTA: reply, read the useful asset, book a relevant call, or try the offer.

## Weekly cadence

- 3–5 substantive comments;
- 1 evidence-led post;
- 3–5 contextual conversations or introductions;
- one review of which roles and topics produced qualified dialogue.

## Measure

Primary: qualified comments/DMs → calls/demos → activation/payment. Diagnose dwell, saves, profile views, and click-through; impressions alone are not proof.

Continue a topic/format when it repeatedly attracts the named role. Change the hook if distribution is weak; change the audience/offer if reach is healthy but conversations are wrong. Do not invent credentials or client outcomes.