July 26, 2025
Ep 147: What If Your Next Client Is Already Waiting on LinkedIn?
Send us a text Ever found yourself wondering if LinkedIn is worth the effort for your business? Molly Godfrey, co-founder of Build Impact Convert, definitively answers this question with practical strategies that won't leave you feeling overwhelmed or inauthentic. The biggest revelation? You don't need to live on LinkedIn to see results. Posting just three times weekly with strategic focus delivers far more impact than random daily content. "I don't even have the time for LinkedIn and I run ...
Ever found yourself wondering if LinkedIn is worth the effort for your business? Molly Godfrey, co-founder of Build Impact Convert, definitively answers this question with practical strategies that won't leave you feeling overwhelmed or inauthentic.
The biggest revelation? You don't need to live on LinkedIn to see results. Posting just three times weekly with strategic focus delivers far more impact than random daily content. "I don't even have the time for LinkedIn and I run a LinkedIn business," Molly confesses, immediately relieving the pressure many founders feel about the platform.
What sets LinkedIn apart from other social platforms is its professional environment. Your Instagram approach won't work here—LinkedIn requires content specifically tailored to its audience. The platform rewards good writing, especially when it aligns with your professional identity. Whether it's a perfectly crafted hook or an in-depth framework explanation, quality consistently rises above quantity.
Beyond posting, Molly shares her most powerful growth hack: maxing out your 100 connection requests weekly. This simple habit compounds dramatically, creating a passive pipeline of opportunities that often convert months later. Combined with strategic commenting on partners' content (just 20 minutes twice weekly), you'll extend your reach to ideal clients already engaged in relevant conversations.
The magic happens when you balance educational content with strategic sales messaging. Sharing client transformation stories provides powerful social proof without feeling promotional. As Molly explains, "People want to know if I hire you, you're going to get results." Add a consistent "post signature" to your posts—a brief reminder of who you help and how—and watch your direct message inquiries increase without additional effort.
Whether you're skeptical about LinkedIn's potential or simply haven't found your rhythm on the platform, Molly's approach offers a refreshingly realistic pathway to results. Connect with her to learn about her LinkedIn Accelerator Intensive, storytelling challenges, and digital resources designed to help founders leverage LinkedIn without the overwhelm.
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01:34 - Introduction to Molly Godfrey
02:48 - LinkedIn Strategy for Time-Strapped Founders
05:06 - Understanding the LinkedIn Algorithm
10:47 - Connection Strategy That Drives Results
13:29 - Commenting as a Growth Strategy
17:15 - Authentic Storytelling That Converts
23:43 - Creating Compelling Content Strategy
29:01 - Working With Molly and Her Services
WEBVTT
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Hey, hey, welcome to episode 147.
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This is a rewind episode of a lot of people's favorite episode ever Molly Godfrey talking about her LinkedIn strategy.
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Enjoy, do you think you could introduce yourself to the audience?
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Yeah, definitely.
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Thanks again for having me.
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I'm Molly Godfrey, based in New York, co-founder of Build Impact Convert.
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My business partner and I run a LinkedIn growth agency for leaders and founders who want to expand their presence online without burning out, without feeling overwhelmed through content strategy and LinkedIn messaging.
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Yes, and we met through pollen, I think it was, and everybody just raves about you on pollen, like molly, she's the expert on linkedin, oh it's a great group.
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I'm so glad you found it.
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You're newer, right.
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You joined this year I did join this year, yeah, um, I'm still deciding if I'm gonna stay in it or not.
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Everyone, everyone seems cool, though.
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Fair enough, fair enough, yeah, it's a cool group.
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It's a cool group.
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Yeah, so we're going to dig in.
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So this episode is specifically for founders who want to grow on LinkedIn, and that is so many people who listen to this show.
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I get that a lot.
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So let's start with what I hear the most from founders, and that's I don't have the time to do this, I don't know what to talk about and I don't have the time.
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So how do you address that?
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When you, let's say, I'm a founder and I'm like Molly, help me, what's the first thing that you do?
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A it's totally understandable.
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I don't even have the time for LinkedIn and I run a LinkedIn business, so definitely not alone.
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I would say the first thing is take the pressure off, like you don't have to be on there 24, seven.
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You don't have to even be on there every single day.
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We literally have all of our clients posting three times a week, so for some people, that's a huge relief.
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Also, for some people that have never posted, they're like oh my God, three times a week.
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But you definitely don't have to be on there every day and know that with the right strategy and focus, you can have a huge impact on LinkedIn without a ton of effort.
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But most people just have no idea what they're doing, myself included when I started.
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So you're, you're not going to see results without an intention and without a strategy is the first thing I'll say.
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That is so accurate.
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Well, I started LinkedIn in 2006.
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I think they're probably still in beta.
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They were brand spanking new, but over the years I've consistently been on there and I didn't gain traction until the last I don't know, maybe two years so yeah, you can be active on it and still not gain traction if you don't have that strategy to rely on.
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Now you mentioned that you have you, you want to.
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You have strategy meets authenticity, like what is LinkedIn algorithm really like, but what also works for you.
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So can you explain that to me?
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Totally, totally so.
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I came from the blogging, Instagram, facebook, pinterest world before LinkedIn, so it's super important to also just have the right mindset.
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Like, linkedin is a totally different place.
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I love the idea of repurposing, but just a hard truth you cannot take the same content from other social media and put it on LinkedIn.
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That's like mistake number one that a lot of people make in the beginning.
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So you have to understand that LinkedIn is a very unique platform.
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A it's originally built for job seeking networking corporations to do recruiting, talent search.
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So you have to know where you're, you have to know your audience, you have to know where you're showing up, so you can't.
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A the storytelling is very, very different than you'll find other places.
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And.
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B you have to play to and leverage what LinkedIn likes, but also find that intersection of what's actually authentic to you.
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So I would say it is more professional.
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So you've got to understand the hearing level of that audience to really get traction.
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Yes, you are accurate, it is professional.
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People don't want to hear about like too much about your personal life unless it ties into some sort of learning point, the one, the post that I pay attention to.
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It's always like oh wow, that's pretty freaking smart.
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I'm going to save that one Something that I can take with me and take action on.
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And so I want let's talk about the LinkedIn algorithm.
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What right now constantly changes?
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What right now does LinkedIn really like?
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It is constantly changing.
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They're doing a lot of behind the scenes that I.
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They just launched games, which I think is very interesting.
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So just launch games.
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I noticed that too.
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I haven't haven't experimented with that.
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They're apparently in the in the midst of launching like a shorts, like a YouTube shorts or I got access to that.
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Oh, you did, yeah, cool, um, and it's.
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It's really a mixed bag.
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I would.
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I would say, still to this day I?
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This happened to me last week.
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It's good writing.
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The algorithm likes good writing.
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Like last week I had a post I, just to be honest, like nailed the hook and I was like, wow, that post did so well in comparison to the rest of my content, cause I just like got the hook right.
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You know.
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So I would say kind of an annoying answer.
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The algorithm likes good writing.
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It likes when you are speaking about the subject matter that your profile is built for.
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So, if you're going to wayward, I also like oh, I really was just like in line with what my profile is built for, and then it's.
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It's really a mix.
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Sometimes our short form gets reshared and does really well, but I will say a long form kind of explainer, like going in depth into one of your frameworks.
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Those are also doing well right now too.
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So even it keeps me daily on my toes, to be honest.
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It really does.
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It's constantly changing where, like one month, I'm killing it so much engagement and then I'm like what did I do wrong?
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Why is LinkedIn mad at me this week?
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I know Well, I wrote this post this morning and I was like, oh, there's so much psychology in here.
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This is going to be a banger Nothing.
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I wrote a post last week so informal, it was just literally how I would speak as a human and it's just honestly something that I personally feel blew up and I was like wow.
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All right, got it, I don't.
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I don't get you LinkedIn.
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Gods, why are you loving?
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this one, so I'll I'll go back to one of your opening questions.
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The other thing to to save time and save just mental peace when it comes to LinkedIn is you just you have to know what are the right metrics for you.
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You will get burnt out, you will get overwhelmed, you will get exhausted If you're paying attention to the wrong things and comparing yourself and trying to be a different type of creator.
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That makes sense for your business, because there's just different strategies for your intention.
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So knowing how you're meant to be showing up, depending on your business goals, is also super important.
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That's really good advice.
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I have an itch in my throat.
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It's that time of year.
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Yes, yes, it is.
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Allergies are rearing their ugly head right now.
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Something I noticed about LinkedIn lately is remember the carousels were doing so so well, and they're dead now.
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Totally.
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I still love a good carousel but I agree I don't think that's the tool for audience growth, like it was a year or two, a year, year and a half ago yeah, yeah, probably like 2023.
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They were on fire and now it's like the it's now.
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It's the uh, it's the tweet screenshots.
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So yeah, that's, true I was just looking at a friend all her tweets screenshots are going viral, so that is true.
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I did one of those and I barely put any content as part of that post and that one blew up, yeah it was um, was it the one that I love this post, your, your real internet friend support.
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Oh yes.
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Yes, it was about biz dev and like making your business friends.
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That's right.
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Yeah, that blew up and it was mostly just a screenshot of a tweet.
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There you go.
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Yeah, but I found that that topic really resonated because anytime I talked about it it blew up, so maybe it was more of the topic than anything.
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Yeah.
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I, I.
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But again, to go back to the other question, the LinkedIn algorithm, it just wants conversations happening in your content and wants it to be social.
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It wants people to be collaborating.
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So the more replies you get in your comments, the more.
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The more ways you're getting tagged in your own content, the more that's going to be pushed out.
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So I always like to try to reply, like if.
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If my co-founder has a post, I will try to reply to someone else's comment within the comment feed, just to like start another thread of conversation, cause that that does boost it.
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That's really good advice.
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I've never heard before so stealing that, okay.
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So how do you work with founders?
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You have them post three times a week.
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Is there anything else that you're advising them to do to grow?
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Yeah, I should really make a post about this.
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If there was one thing to do every single week, no matter what, regardless, if you post, regardless how you feel for the week, max out.
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This is if, if you have premium, max out your hundred connections that you can make every week.
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So make industry lists.
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Go through the communities.
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That's how we met.
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We've literally met through a community, me adding people on LinkedIn.
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Go through communities.
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Sometimes it will even suggest your address book Be consistently adding that a hundred people a week.
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I can't tell you how many times we've added someone just with a simple message hey, came across your profile.
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Or hey, we help female founders.
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It doesn't have to be spammy or pitchy, it can just be a hey, saw you on here.
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This is what we do.
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Let me know if it makes sense to chat If you do that 100 times every single week.
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The way that that compounds.
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We are getting so much business from the people that we added anywhere from, like September to February because we added them.
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They've been lurking in the audience Now.
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Now they're reaching out and like hey, you know, I saw your post, I want to chat now.
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So it's a phenomenal kind of passive but important is dev strategy.
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Just add a hundred connections every single day.
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That is really good.
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I am not good about that.
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Only when I attend events.
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I go to a like um virtual events and I'll immediately go in the chat, like everybody dropped your LinkedIn profile and I'll connect with everyone then.
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So it's always in spurts, but I by no means do it that way, which I'm going to start doing, and again, it comes down to your business goals.
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If, if, if you're newer to LinkedIn, don't really know what you're doing, that's a great way to just again build an audience, get some momentum.
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You will eventually get to the point where it's organic, like organically.
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You're having a hundred new followers come in every week, so you don't have to do it forever.
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But I would say, if you're trying to get some momentum, it's a great and again, you can, you can have.
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I could do more.
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I'm not doing anything to do that at this point.
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Yeah, hmm, okay, so we're connecting with our 100 a week and we're posting three times a week.
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What is your stance on commenting?
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How important is it?
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It is and it isn't.
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There's just weeks that I like last week I was traveling, I was at a conference.
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This week, oh, I had tons of comments.
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I need to reply to you.
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Just, you never know.
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So I got my mom on LinkedIn.
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She's a founder, she's in her sixties and I love it because she doesn't necessarily know what she's doing, but she's just having fun on there and she left a comment on um, I can't write it was.
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It was a bigger post about uh, products that women have invented.
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So she left a comment on there.
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The comment went viral.
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She got like 50 likes on that and I was like hey, go, mom, but B, if, if, you, if, and why it did.
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Well, she just added her really unique, authentic POV on that.
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So comments are, they're like mini billboards for your business.
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Again, if your headshots clear, if your headlines clear, you leave a comment, a thoughtful comment that provokes some sort of new perspective in someone else, they'll likely go to your profile.
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If your profile is optimized, they may literally convert from that comment.
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So we've gotten a lot and we've gotten a lot of business, and through comments and also when, when people tag you.
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So they are important.
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You know, don't burn yourself to the ground.
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You know trying to leave comments every single day for hours and hours, but I would say, once or twice a week, get on there for 20 minutes just to leave, and what you can do to save time on that is make a list of your strategic partners.
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So, sarah, you're one of mine.
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I love leaving comments on yours.
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I try and prioritize getting on your content, you know just make your list of people.
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I have a bell ringing for yours too.
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I love it, you know, because you know like you like the work that you're doing.
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So just strategically making that curated list, it should only take you, you know.
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If you do that once or two or two-ish times a week, it can be really impactful yeah.
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Yeah, I have found that my biggest growth weeks are when I make it a priority to comment on other people's posts, especially, you said, strategic partners.
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It has been really helpful to find ones that have the same ICA as you ideal customer avatar, because the people your dream clients are already commenting on that other person's posts, so they're seeing yours.
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You end up in their, in their feed when you do that.
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Totally.
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The best advice I can give is think about.
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This is how I grew my first business so quickly is I just nailed it with my strategic partners.
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I found a coach who I am now really good friends with.
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I found a coach who did something just slightly different but had the exact same audience, and so we would just comment on each other's stuff all the time and just so many of her people came over.
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We eventually did a big collaboration.
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My people would go to her.
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So think about someone who does something tangential, but not quite it.
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If you nail it, you just got to find those like one or two people and again build an author.
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We're now really good friends, but the potential is there to just really take advantage of what other creators have built and recipro you know reciprocate.
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You know support their content.
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It's borrowing other people's audiences.
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I talk about this all the time, especially when you're first starting out and you're at net zero.
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I rely very heavily on borrowing other people's audiences, building strategic partners and building a platform where that you could leverage to build those relationships in the first place Totally.
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Makes everything so much easier.
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Yeah, oh, you have what's authentic to the founder story.
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Can you tell me what that is?
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Totally so.
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We, we, we did a challenge, I guess about a month ago now, and we really dug into this with the people that joined.
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But you want to think about, like, what are the values of your decision maker?
00:15:49.700 --> 00:15:59.235
So, for us, our founders value courage, risk-taking, persistence, resilience, and you know, they, they, they resonate with that.
00:15:59.235 --> 00:16:03.080
That's, that's, those are values they try and embody, those are values that are important to them.
00:16:03.770 --> 00:16:11.152
But the the, the trick then is like, what, what of your own story does that authentically again intersect with?
00:16:11.152 --> 00:16:22.557
So, um, you know, for me leaving corporate, for me starting starting a second business, thinking about those, those parts of my own journey where I had to keep trying.
00:16:22.557 --> 00:16:25.513
You know, I worked for startups and they didn't, and they didn't work.
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I, you know, moved cross country to start a new career.
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So you want to think about, like, what are those authentic?
00:16:30.759 --> 00:16:33.211
Like pivotal, I would say, the pivotal moments in your life?
00:16:33.211 --> 00:16:37.379
Like, what are those pivotal moments that you can turn into a parable or a story lesson?
00:16:37.379 --> 00:16:40.989
Linkedin loves those, but again, it's got to intersect with your.
00:16:40.989 --> 00:16:42.542
You don't want to just talk about yourself.
00:16:42.542 --> 00:16:48.746
To talk about yourself, it's got to intersect with what your decision maker, how that, how that will build more trust with them.
00:16:49.509 --> 00:16:50.714
Yeah, yeah.
00:16:50.714 --> 00:16:55.005
I think that it's important to to talk about the mistakes that you've made.
00:16:55.005 --> 00:17:03.650
It feels, I mean, it's a lot more authentic saying, well, my, you know, things aren't as perfect as they look on social media.
00:17:03.650 --> 00:17:05.163
This is the mistake I made.
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This is how you can avoid it.
00:17:06.228 --> 00:17:09.059
Oh, that content is literally, like literally.
00:17:10.782 --> 00:17:15.794
So much of our business has come from the mistakes that the quote unquote failure.
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What we learned?
00:17:16.821 --> 00:17:22.845
Taking account If you take accountability for the ways you messed up, Take accountability for the ways you messed up, we love it.
00:17:22.845 --> 00:17:24.869
We love humility and leadership, you know.
00:17:25.351 --> 00:17:34.571
Yeah, it just feels so real to hear that and it gives you permission to try new things because, well, they messed up.
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I can try something new and mess up, and I've messed up a lot.
00:17:40.509 --> 00:17:41.151
Oh, so many.
00:17:41.151 --> 00:17:44.330
The lessons are rich in entrepreneurship.
00:17:45.540 --> 00:17:49.471
Yes, yes, they are Well.
00:17:49.471 --> 00:17:58.871
Okay, I'm looking at number three on your list of your learning points how to convert followers into buyers through testimonials and key studies.
00:17:58.871 --> 00:18:00.464
Let's talk about that.
00:18:01.319 --> 00:18:03.780
Yeah, I actually I was super excited to talk to you about this.
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