You built something. You launched it. Now you're staring at zero customers and wondering what the hell to do next.

I've been there. You spend months coding, perfecting features, fixing bugs. You finally ship. Then crickets.

The problem isn't your product. It's that nobody knows it exists.

This guide is about fixing that using LinkedIn. Not by spamming connection requests or paying for ads. By building a presence that attracts the exact people who need what you built.

This is the playbook I used to get our first 100 customers at Postiv. It works if you're willing to show up consistently and provide actual value.

Let's get into it.

Why LinkedIn Actually Works for Getting Customers

Most founders I talk to ignore LinkedIn. They think it's for corporate types posting motivational quotes.

They're wrong.

LinkedIn is where people with budgets and problems hang out. People who can actually pay for software.

Here's why it works:

Decision-makers are active. CTOs, founders, marketing directors. The people who can say "yes, let's buy this" are scrolling LinkedIn daily.

Intent is higher. People on LinkedIn are in work mode. They're thinking about their business problems. They're open to solutions.

Content compounds. A good post can get thousands of views and stay relevant for weeks. Your tweet disappears in 4 hours.

DMs aren't dead. Unlike email where your cold outreach gets filtered to spam, LinkedIn DMs have a 40-60% open rate if done right.

The biggest advantage? Most founders still aren't using it well. The bar is low. You don't need to be Gary Vee. You just need to be consistent and not annoying.

Step 1: Figure Out Who Your Customer Actually Is

Before you post anything or message anyone, you need to know exactly who you're talking to.

Not "small business owners" or "SaaS founders." That's too broad.

You need specifics. The more narrow, the better.

Define Your Ideal Customer Profile

Ask yourself these questions:

• What's their job title?
• What size company do they work at?
• What problem keeps them up at night that your product solves?
• What language do they use to describe that problem?
• Where are they in their career? (Junior, mid-level, senior, founder)

For Postiv, our ideal customer is:

• Solo founders or small agency owners
• Running a service business or SaaS
• Struggling to create consistent LinkedIn content
• Knows LinkedIn could help but doesn't have time
• Tech-savvy enough to use AI tools

The more specific you get, the easier everything else becomes.

Find Them on LinkedIn

Once you know who they are, you need to find where they hang out.

Here's how:

Search by job title. Use LinkedIn's search filters. If you're targeting CTOs, search "CTO" and filter by company size, location, industry.

Look at your competitors' followers. Who's engaging with companies similar to yours? Those are your people.

Find relevant hashtags. Search hashtags related to your space. See who's posting and engaging.

Join LinkedIn groups. Find groups where your customers discuss their problems. Don't pitch. Just observe and learn their language.

Track thought leaders in your niche. Find the 5-10 people your ideal customers follow. See who comments on their posts.

Make a list. Start with 50-100 people. These are the people you'll engage with and eventually message.

Step 2: Build a Profile That Converts Visitors into Followers

Your LinkedIn profile is your landing page. When someone sees your post or gets your DM, they'll check your profile first.

If it's generic or salesy, they bounce. If it's clear and valuable, they follow.

Headline: Make It About Them, Not You

Your headline appears everywhere. In search, in comments, in DMs.

Most people waste it with job titles: "CEO at XYZ Company."

Nobody cares.

Instead, use this formula: What you help + Who you help + Outcome

Bad: "Founder & CEO at Postiv"

Good: "Helping founders create LinkedIn content that gets clients | AI for LinkedIn"

Your headline should make someone think "this person gets my problem."

About Section: Speak to Their Problem

Your About section has one job: make visitors think "this person understands what I'm dealing with."

Structure it like this:

1. Open with their problem. Start with the pain point they're experiencing.
2. Show you've been there. Brief story of how you solved it.
3. Explain what you do now. How you help others solve the same problem.
4. Include a call-to-action. Tell them what to do next (DM you, check out your newsletter, try your product).

Keep paragraphs short. 2-3 sentences max.

Featured Section: Show Proof

Use the Featured section to showcase:

• Case studies or customer testimonials
• Your best posts that demonstrate expertise
• A product demo video
• A link to your startup's landing page

This is social proof. It tells visitors "other people trust this person."

Step 3: Create Content That Attracts Buyers

Here's the truth: you can't DM your way to 100 customers. You need inbound.

You need people finding you, following you, and thinking "I need to talk to this person."

That happens through content.

But not generic content. Content that demonstrates you deeply understand your customer's problem.

The Content Framework That Works

Every post you write should do one of these three things:

1. Educate on the problem you solve

Teach your audience something related to your product's outcome.

If you built a time-tracking tool, write about productivity. If you built an analytics dashboard, write about data-driven decisions.

Example post structure:

• Hook: "Most founders waste 10+ hours/week on this mistake"
• Problem breakdown: Explain the mistake
• Solution: How to fix it
• Proof: Share results
• CTA: "What's your biggest time waster?"

2. Share customer stories

Nothing sells like social proof.

Share how a customer used your product to solve their problem. Make them the hero, not your product.

Example:

• "Client was spending 8 hours/week on LinkedIn content"
• "We helped them systemize it down to 1 hour"
• "Here's exactly what they did..."

3. Build in public

Share your founder journey. The wins, the failures, the lessons.

People buy from people they trust. Transparency builds trust.

Examples:

• "We just hit $5K MRR. Here's what worked and what didn't."
• "Our onboarding flow had a 70% drop-off. Here's how we fixed it."
• "I wasted $2K on this marketing strategy. Save yourself the pain."

Posting Frequency and Timing

You need consistency. One viral post won't change your business. 100 solid posts will.

Start with 3-5 posts per week. Same days, similar times.

Best times to post (based on our data):

• Tuesday-Thursday, 8-10 AM
• Lunch break (12-1 PM)
• Early evening (5-6 PM)

Track what works for YOUR audience. If your ideal customers are in Europe, adjust accordingly.

Tools like Postiv can help you schedule posts consistently so you're not manually posting every day. We built it specifically for founders who know they need to post but don't have time to be on LinkedIn all day.

What NOT to Post

Avoid these content types that kill credibility:

• Generic motivational quotes
• "Agree?" posts with zero substance
• Humble brags disguised as lessons
• Anything you wouldn't say in person
• Daily "growth hack" threads with recycled advice

Your content should sound like you talking to a friend at a coffee shop. If it sounds like a LinkedIn influencer, delete it.

Step 4: Engage Strategically to Get on People's Radar

You can't just post and pray. You need to actively engage with your ideal customers.

This is how you get noticed before you ever send a DM.

The Engagement Formula

Spend 15-20 minutes daily doing this:

Morning (10 min):

• Check posts from your ICP list (the 50-100 people you identified)
• Leave 3-5 thoughtful comments on relevant posts
• Don't just say "great post!" — add actual insight or ask a question

After you post (5 min):

• Reply to every comment on your post within the first hour
• Ask follow-up questions to keep the conversation going
• Thank people for engaging

Evening (5 min):

• Check notifications for people who commented on your posts
• Visit their profiles
• Engage with their recent content

How to Leave Comments That Get Noticed

Bad comment: "Great insights!"

Good comment: "The point about X really hits. We tried Y approach and saw Z result. Have you tested A method?"

Your comment should:

• Reference something specific from the post
• Add a perspective or question
• Show you actually read it

When you consistently leave valuable comments, people start recognizing your name. Then when you post, they engage back. Then when you DM them, they know who you are.

It's a flywheel.

Step 5: The Non-Spammy DM Strategy

Here's where most founders mess up. They send cold DMs that feel like spam.

"Hey! I noticed you're a founder. I built a tool that helps founders with X. Want to hop on a call?"

Delete that template.

Here's what actually works.

Rule 1: Only Message People Who've Engaged

If someone hasn't liked, commented on, or shared your content, don't DM them.

Why? Because they don't know you. You're a stranger. It's spam.

Wait until someone engages with 2-3 of your posts. Then you have context.

Rule 2: Lead with Value, Not a Pitch

Your first DM should give value, not ask for anything.

Examples:

If they commented on your post: "Hey [Name], saw your comment about [specific thing]. I actually wrote a deeper breakdown on that topic last month. Thought you might find it useful: [link]"

If they engaged multiple times: "Hey [Name], noticed you've been liking a few of my posts on [topic]. I'm working on a guide about [related thing]. Would you find that helpful? Happy to send an early draft if you want to give feedback."

If they mentioned a specific problem: "Hey [Name], saw you mentioned [problem] in a comment. I dealt with that exact issue last year. I documented what worked for us. Want me to send it over?"

Notice the pattern? You're offering something before asking for anything.

Rule 3: Make It About Them

Reference their specific situation. Show you looked at their profile.

Bad: "I see you're a founder. I think you'd like our product."

Good: "I see you're building [company] in the [industry] space. That's a tough market. What's been your biggest challenge getting traction?"

Ask questions. Be curious. Have a real conversation.

Rule 4: When to Introduce Your Product

Only introduce your product if:

1. They respond positively to your first message
2. Your product genuinely solves a problem they mentioned
3. You can tie it to something specific they said

Example flow:

You: "What's been your biggest challenge getting traction?"

Them: "Honestly, just getting visible. I know I should be posting on LinkedIn but I never have time."

You: "Yeah, that was our exact problem. We were inconsistent for months. That's actually why we built [product] — helps you schedule posts ahead of time so you're not thinking about it daily. Happy to give you access if you want to try it."

See how natural that is? You didn't pitch. You shared a relevant solution to a problem they explicitly stated.

When to Back Off

If someone doesn't respond to your first message, don't follow up.

If they respond but seem uninterested, don't push.

If they say "not right now," respect it and stay in touch through your content.

Desperation kills deals. Patience builds relationships.

Step 6: Convert Followers into Customers

You're posting consistently. People are engaging. You're having good conversations in DMs.

Now you need to convert them.

The Content-to-Customer Path

Here's the typical journey:

1. They see your post in their feed
2. They engage (like, comment, share)
3. They check out your profile
4. They follow you
5. They see more of your posts over 2-4 weeks
6. They DM you or respond to your DM
7. You have a conversation
8. They try your product
9. They become a customer

This takes time. Usually 4-8 weeks from first touch to customer.

Most founders give up at week 2.

Add a Low-Friction Offer

Make it easy for interested people to try your product.

Don't make them schedule a sales call. Don't make them fill out a 10-field form.

Give them something they can try immediately:

• Free trial (7-14 days)
• Freemium tier
• Product demo they can watch on their own
• Limited free version

For Postiv, we offer a $1 trial for 7 days. The barrier is so low that anyone curious can just try it. No sales call needed.

The easier you make it to start, the more customers you'll get.

Follow Up Without Being Annoying

If someone tries your product and doesn't convert, follow up once.

"Hey [Name], saw you tried [product]. Curious what you thought? Is there something we could improve or was it just not the right fit right now?"

If they don't respond, leave it.

If they give feedback, thank them and fix the issue if possible. Then let them know when it's fixed.

Some of our best customers came back 2-3 months after their first trial because we fixed the thing they complained about.

Step 7: Track What's Working and Double Down

You can't improve what you don't measure.

Track these metrics weekly:

Content metrics:

• Post views
• Engagement rate (likes + comments / views)
• Follower growth
• Which posts performed best

Conversion metrics:

• Profile views
• DM conversations started
• Conversations that mentioned your product
• Trial signups from LinkedIn
• Customers who came from LinkedIn

Use a simple spreadsheet. Nothing fancy.

What to Look For

After 4-6 weeks, you'll see patterns:

• Certain content types perform better
• Certain topics generate more DMs
• Certain messaging approaches convert better

Double down on what works. Cut what doesn't.

If how-to posts get 3x more engagement than "build in public" posts, write more how-tos.

If people who comment on your posts convert better than people you cold DM, focus on content that drives comments.

The goal isn't to be everywhere. It's to find the 20% of activities that drive 80% of results.

Common Mistakes That Kill Your Results

I've made all of these mistakes. Learn from my failures.

Mistake 1: Inconsistency

Posting 5 times one week, then disappearing for three weeks kills momentum.

Your audience forgets you exist. The algorithm stops showing your posts.

Pick a frequency you can sustain. Even 2 posts/week consistently beats 10 posts one week then nothing.

Mistake 2: Selling Too Early

If every post is about your product, people tune out.

Follow the 80/20 rule: 80% valuable content, 20% mentions of your product woven in naturally.

Your content should be valuable even if your product didn't exist.

Mistake 3: Copying What Works for Others

What works for a SaaS marketing influencer with 50K followers won't work for you at 200 followers.

Find your own voice. Talk about your specific experience.

Authenticity beats polish every time.

Mistake 4: Ignoring Comments

Someone takes time to comment on your post and you don't respond? You just lost a potential customer.

Respond to every comment in the first 1-2 hours. It boosts engagement and shows you're real.

Mistake 5: Giving Up Too Soon

Most founders quit after 2-3 weeks because they don't see immediate results.

LinkedIn is a long game. You're building trust and authority. That takes months, not days.

Commit to 90 days minimum before you evaluate if it's working.

The 90-Day Plan to Get Your First Customers

Here's exactly what to do.

Weeks 1-2: Foundation

• Define your ICP
• Optimize your LinkedIn profile
• Find 50-100 people who match your ICP
• Write 10 post ideas

Weeks 3-6: Build Presence

• Post 3x/week
• Engage 15-20 min/day with your ICP's content
• Track which posts perform best
• Refine your messaging based on what resonates

Weeks 7-10: Start Conversations

• Continue posting 3x/week
• Start DMing people who've engaged 2+ times
• Lead with value in every DM
• Introduce your product naturally when relevant

Weeks 11-12: Optimize and Scale

• Review what's working
• Double down on best-performing content types
• Add a low-friction offer to your profile
• Document your customer stories as case studies

By day 90, if you've done this consistently, you should have:

• 500-1000 new followers
• 20-30 meaningful DM conversations
• 5-10 people who tried your product
• 2-5 paying customers

That might not sound like a lot, but those first customers validate everything. They prove people will pay for what you built.

Then you scale from there.

Tools That Make This Easier

You can do all of this manually. But a few tools make it way less painful.

For scheduling posts: Postiv (yes, this is what we built). Schedule a week of posts in 30 minutes. AI helps with writing, you still control the message.

For finding prospects: LinkedIn Sales Navigator. Worth it if you're serious about finding ideal customers.

For tracking engagement: Use a simple spreadsheet or Notion database to track who's engaging with your content.

For writing: Don't overcomplicate it. Write in Google Docs, edit, then post.

The tools matter less than the consistency. Start manual if you need to. Add tools when you have budget and clear pain points.

The Bottom Line

Getting customers for your startup on LinkedIn isn't about going viral or having 10K followers.

It's about consistently showing up, providing value, and having real conversations with the exact people who need what you built.

The playbook:

1. Know exactly who your customer is
2. Build a profile that speaks to their problem
3. Create content that demonstrates expertise
4. Engage strategically to get on their radar
5. DM with value first, pitch second
6. Make it easy to try your product
7. Track results and double down on what works

This takes time. Probably 3-6 months before you see real momentum.

But it compounds. Every post builds authority. Every conversation builds trust. Every customer becomes a case study that attracts more customers.

Most founders won't do this because it requires showing up when you don't see immediate results.

That's your advantage.

Start today. Post something helpful. Engage with five people. Send one valuable DM.

Do that consistently for 90 days and you'll have customers.

The question is: are you willing to put in the work?

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Need help staying consistent with LinkedIn content? Postiv helps founders create and schedule posts without spending hours on LinkedIn every day. Try it for $1.

Related guides:

• How to Build a Personal Brand as a Founder
• LinkedIn Content Strategy for 2025
• How to Get Your First Users for Your SaaS
• Content Marketing for Startups
• How to Sell My App