Building a LinkedIn Lead Engine for Fractional Work

## Beyond Random Posting Posting content is not a lead generation strategy. It's part of one. A lead engine is a system—repeatable actions that consistently generate conversations with potential clients. Most fractional executives never build one. They post sporadically, respond to whoever reaches out, and wonder why their pipeline is feast or famine. Here's how to build something more reliable. ## The Four Components A LinkedIn lead engine has four parts: 1. **Attraction:** Content that brings the right people to your profile 2. **Capture:** A profile that converts visitors into connections or conversations 3. **Nurture:** Ongoing engagement that keeps you top of mind 4. **Conversion:** A process for turning conversations into clients Most people focus only on attraction (posting) and ignore the rest. ## Component 1: Attraction Your content should attract your ideal client, not just anyone. **The targeting question:** Before you post anything, ask: "Would my ideal client find this useful?" If the answer is no, don't post it. A post about general leadership advice might get likes, but it won't attract founders looking for a fractional CFO. **The content mix:** - 60% Educational: Teach something specific to your niche - 30% Experience: Share what you've learned working with clients - 10% Personal: Show you're a human (but keep it relevant) **The consistency requirement:** Minimum viable posting: 1 original post per week, plus daily engagement (comments, shares). Optimal: 2-3 posts per week with focused engagement. ## Component 2: Capture When someone visits your profile after seeing your content, what happens? **Your profile must answer three questions instantly:** 1. What do you do? (Headline) 2. Who do you help? (First line of About) 3. What should I do next? (Call to action) **Conversion elements:** - Featured section with a clear next step (booking link, lead magnet, case study) - About section that speaks to your ideal client's problems - Experience that shows relevant, specific outcomes **The test:** Have someone who matches your ideal client profile review your page. Can they tell in 10 seconds that you can help them? ## Component 3: Nurture Most people who see your content aren't ready to hire you today. Nurturing keeps you visible until they are. **The engagement system:** 1. Create a list of 50-100 ideal prospects (founders, CEOs, VCs in your space) 2. Follow them all 3. Engage with their content genuinely—comments, not likes 4. When they post about a problem you solve, that's your opening **The newsletter option:** LinkedIn's newsletter feature lets you email your followers directly. If you commit to it: - Monthly frequency is fine - Share deeper insights than your regular posts - Include one clear call to action per issue **The reactivation campaign:** Once per quarter, reach out to past connections who might now be ready: "Hey [Name], we connected a while back. I've been working with [type of company] on [specific problem]. Curious if that's something you're thinking about—if not now, happy to stay in touch." ## Component 4: Conversion When someone does reach out, have a process. **The qualification call:** Not a sales pitch—a discovery conversation. Questions to ask: - What's prompting you to look at fractional help now? - What have you tried already? - What does success look like? - What's your timeline? - What's your budget range? **The proposal framework:** Keep it simple: 1. Summary of what they told you (shows you listened) 2. What you'll do (scope) 3. How you'll work together (structure) 4. Investment (pricing) 5. Next step (how to start) **The follow-up sequence:** If they go quiet after a proposal: - Day 3: Quick check-in - Day 7: Add value (share a relevant article or insight) - Day 14: Direct ask ("Is this still something you're considering?") - Day 30: Close the loop ("I'll assume timing isn't right—let me know if that changes") ## The Weekly Routine Here's what a functioning lead engine looks like day-to-day: **Monday (30 mins):** - Post one piece of content - Engage with 5-10 posts from your target list **Tuesday-Thursday (15 mins each):** - Engage with 5-10 posts from your target list - Respond to any DMs or comments - Send 2-3 outreach messages (warm, not cold) **Friday (30 mins):** - Review the week: what got engagement, what conversations started - Plan next week's content - Update your tracking spreadsheet Total time: 2-3 hours per week. ## Tracking Your Pipeline You need visibility into your lead flow. Simple spreadsheet columns: | Name | Source | Status | Next Step | Value | Notes | |------|--------|--------|-----------|-------|-------| | Jane Smith | Commented on post | Intro call scheduled | 15 Jan call | £5k/mo | B2B SaaS, Series A | Stages: Aware → Engaged → Conversation → Proposal → Closed (Won/Lost) Review weekly. If your pipeline is empty, you have an attraction problem. If it's full but nothing closes, you have a conversion problem. ## The Compound Effect Month 1: You'll feel like you're shouting into the void. Month 3: You'll start seeing consistent engagement. Month 6: Conversations will start coming to you. Month 12: You'll have a reliable source of leads that doesn't require constant effort. The key is not stopping after month 1. ## What This Looks Like at Scale A mature LinkedIn lead engine might generate: - 5-10 profile views per day from ideal prospects - 2-3 new connection requests per week - 1-2 conversations per week - 1-2 new clients per quarter That's enough to sustain a fractional practice. And it's achievable with consistent effort over 6-12 months. ## Common Mistakes **Inconsistency:** Posting daily for a month, then disappearing for two months **Wrong audience:** Getting lots of engagement from other fractional executives instead of potential clients **No system:** Treating LinkedIn as a creative outlet instead of a business development channel **Giving up too early:** Expecting results in weeks when it takes months **Overcomplicating:** Adding tools, automation, and complexity before the basics work ## Start Simple If you do nothing else: 1. Post once a week, something useful to your ideal client 2. Comment on 5 posts per day from potential clients or connectors 3. Send 2 genuine outreach messages per week to people in your network 4. Track every conversation in a spreadsheet Do this for 90 days. Then add complexity if you need to.