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- The LinkedIn Niche Trap!
If your LinkedIn content feels like it’s not growing your audience… it might be because you’ve niched down too early.
This is a common mistake I see with solopreneurs, creators, and consultants trying to grow a business on LinkedIn.
They try so hard to reach their “ideal client” with every post—only to wonder why no one new is engaging.
The reason?
You’re not creating for the audience you don’t yet have.
The Real Problem with Narrow Content
When your content is too niche, here’s what happens:
You stay invisible to 90% of potential clients.
You create a closed loop of engagement (same people, same results).
You miss opportunities to expand your visibility and influence.
Niching down on content too early is like putting up a velvet rope in front of your LinkedIn profile.
Instead of growing, you're filtering too soon.
The 3-Step Framework for Smarter LinkedIn Growth
Here’s the approach I recommend—based on Richard van der Blom’s excellent insights and my own experience growing a consultancy through daily LinkedIn content.
1. Go Broad with Your Content
Your content is the invitation.
It’s your handshake with the algorithm—and with people who don’t know you (yet).
Instead of writing only for a narrow customer persona, start creating content that:
Speaks to broader challenges in your industry.
Shares behind-the-scenes lessons and relatable stories.
Offers useful takeaways for anyone trying to grow, lead, or improve.
This builds trust at the top of the funnel.
Think:
Leadership lessons
Client wins (with universal relevance)
Mindset shifts
Industry trends
Personal branding
You’re casting a wide net—but you’re doing it intentionally.
2. Drive Visitors to Your Profile
Great content should always lead somewhere.
Here’s how the system works:
Your content sparks curiosity.
That curiosity drives profile views.
Your profile then does the real work of converting strangers into leads.
This means:
Optimize your headline with who you help + the outcome you deliver.
Use your About section to explain your unique approach.
Feature assets like cheat sheets, workshops, or lead magnets.
Use your banner and featured section to show your best offer.
Your profile is your sales page.
3. Niche Down on Your Profile, Not Your Posts
When people land on your profile, then it’s time to be specific.
This is where you:
Make your niche crystal clear.
Describe your offer in plain, outcome-focused language.
Speak directly to your ideal client—now that they’re listening.
Let your profile filter. Let your content attract.
The Magic Is in the Combination
✅ Content = Visibility
✅ Profile = Conversion
When you try to combine both into every post, you lose the casual scrollers, the referral audience, and the new connections who don’t know you well enough to say “yes” yet.
Stop making every post about your product or service.
Start making it about them—their challenges, their interests, their world.
Then let your profile do the heavy lifting when they click through.
Weekly Growth Tip: Expand Your Reach This Week
Here’s your 5-day LinkedIn challenge:
Day 1 – Write a broad post about a common mistake in your industry.
Day 2 – Share a personal story with a lesson tied to your expertise.
Day 3 – Ask a poll question that invites discussion (top of funnel).
Day 4 – Drop a short list of tools or resources your audience will find useful.
Day 5 – Post a call-out asking: “What challenge are you facing in your [topic] right now?”
Then, track your profile views. Watch what happens.
Final Thoughts
Your content is your traffic.
Your profile is your conversion tool.
Use them together—strategically.
Don’t niche down too early and choke your growth.
Widen the top. Let curiosity build. And when they land on your profile?
Be the expert they’re ready to hire.
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Inspired by a LinkedIn post by Richard van der Blom
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