The LinkedIn growth hack that took this Founder from 0 to 20K followers
Full disclosure; there’s no quick hack to explosive LinkedIn growth. For Alex Merry, building a community of 20K followers took years of trial, error, and strategy. Not to mention, multiple changing algorithms. But fast forward four years, and the public speaking coach has built MicDrop, a 120-person strong public speaking community for tomorrow’s thought leaders with a £1.5k annual membership fee — largely through his personal brand on LinkedIn.
Luckily for us, he’s sharing all his secrets right here, right now.
Welcome Alex! Tell us about yourself
Thanks for having me! People assume that because I’m a public speaking coach, I must have masses of confidence and some sort of performance background. Neither are true!
I learned how to speak publicly because I had to. I used to be a COO of a London start-up and so presenting was part of the job and it was there that I saw how public speaking can enhance everything that you do - we took the business from 4-250 people.
I then went on to become the founder of TEDxClapham, which segued into my public speaking coaching business today. These days, I run MicDrop and work behind the scenes with the founders of some of the fastest-growing startups and scale-ups in the world. I’ve helped founders raise over £300M in funding, worked on talks that have changed government legislation and crafted messages for clients that have gone viral online.
LinkedIn has been instrumental in this growth — it’s become my biggest lead-generation tool.
That’s impressive! Let’s start with some basics: how often should founders post on LinkedIn?
That depends on your goals. At a minimum, you should be posting three times per week, but if you’re serious about growth, aim for five to six posts per week.
Yep! You read that right.
LinkedIn growth is a commitment and the platform rewards consistency. When you stop posting for a while, your content’s impact lessens due to the algorithm’s ‘afterglow’ effect. You may notice, for example, that after a weekend of no posting, your posts on Monday get less engagement. Simply put, posting more often moves the needle.
What should founders post about?
Post about what you know. One of the biggest lessons I’ve learned is that you don’t have to reinvent the wheel. Find content that has performed well and add your unique perspective. For example, listen to a relevant podcast episode and contribute what you think was missing.
You can also repost successful content every three months — literally copy and paste it.
What kind of content mix works best?
You need a combination of content to build both visibility and trust:
TOF (Top of Funnel): Posts that drive follower growth, like viral-style insights, cheat sheets, or trend commentary.
MOF (Middle of Funnel): Thought leadership posts that build trust, such as deep dives, expert analysis, or frameworks.
Images and media play a big role in engagement. Canva-created or even hand-drawn visuals can make a difference. One of my best-performing posts featured a hand-drawn set of tips.
Does LinkedIn’s algorithm favor engagement?
Yes, absolutely. Just posting isn’t enough. LinkedIn rewards users who actively engage with others. If you want your posts to get seen, you need to:
Like and comment on posts in adjacent markets.
Be proactive in growing your network.
Engage within the first hour after posting — replying to comments and interacting with others boosts visibility. (And don’t use a bot!)
What are the key elements of a strong LinkedIn profile?
Three things:
The headline: The first 47 characters must clearly state your value proposition.
Use a banner to showcase your mission and drive action.
Add high-value resources to the featured section — like waiting lists, toolkits, or lead magnets.
Any tools you recommend for content research?
Yes! Kleo is a free LinkedIn extension that lets you see someone’s highest-performing posts, filtered by content type. It’s a great way to analyse what’s working and find inspiration for your own content.
Can LinkedIn really generate business?
Without a doubt. As I said, LinkedIn is now my number one source of inbound leads. On average, it takes seven to eight touchpoints before a potential client reaches out, so consistency is crucial.
But keep in mind that many high-value followers won’t engage publicly. Some of my best clients never liked or commented on a post but had been following me silently for months, even years.
From a vanity standpoint, follower count is a quantitative measure of industry authority. Prospects instantly see you’re a trusted voice in their community.
How much time and money should founders invest in LinkedIn?
You need little to no budget to invest in LinkedIn — perhaps a Canva Pro subscription, and if you haven’t already, a LinkedIn Premium account. However, both of these are nice-to-haves.
Time-wise, if you go all-in with six posts per week, including research and visuals, expect to spend two to three hours per day. Some founders who don’t have those hours available hire ghostwriters. If you do hire a writer, make sure it’s a collaborative process to maintain your unique voice.
How can we protect ourselves against algorithmic changes?
Turn followers into subscribers: Move them to an email list — you don’t own your LinkedIn audience.
What’s your take on engagement pods?
Engagement pods are groups of social media users who agree to boost each other's content. They can help accelerate initial growth, but their impact diminishes over time. LinkedIn users are more aware of them today too which can hurt authenticity. Tread carefully with these tactics.
Any final LinkedIn growth hacks?
Here are a few that consistently work:
Post between 7am-10am for your target for maximum engagement.
Put external links in the comments, not in your posts.
Hook them in: The first two lines must entice readers to click ‘See More’.
Write how you speak — keep it conversational and easy to skim.
Finally, play the long game. LinkedIn success isn’t about chasing likes so don’t be disheartened if you start with low engagement. It’s about consistently providing value and connecting with your audience. The more you do that, the more opportunities will come your way.
Want more insights from Alex? Follow him on LinkedIn or check out his Founder to Thought Leader newsletter.
About the author
Anna is a Senior Freelance Copywriter, focusing on B2B content marketing for technology, cybersecurity, SaaS, and beyond. With over a decade of experience in content writing and strategy, she’s worked with renowned companies such as Gartner Digital Markets, Capterra, GetApp, Atlassian, Intigriti, and more.