LinkedIn Content Strategy for Consulting Business Coaches | Netwarm
LinkedIn playbook · Case study
LinkedIn content strategy for consulting business coaches: how an Australian coach for consultants found the 33 buyers hiding in 523 reactions
We read the reactions on 30 posts from an Australian business coach who helps consultants win clients with LinkedIn and live events. 523 people, 33 consultants and coaches. Here is what brings buyers, what brings peers, and the 5 posts we’d publish next.
Max Sawyer · Netwarm··12 min read
The creator in this case studyAn Australian business coach for consultants and coaches
Followers33,500
Posts~5 a week
These numbers are from 1 November. Your audience has already moved.
New consultants and coaches turn Hot every week and others go quiet. Run your free scan to see today’s version, with the names.
SellsA coaching program, live workshops and one-day in-person accelerators that help consultants and coaches package a higher-value offer, generate leads on LinkedIn, run small events and use AI in marketing and sales
PeriodSep 21 – Oct 30
Ideal client: independent consultants, boutique consulting firm founders and partners, and coaches turned consultants who are great at the work but still rely on referrals and free proposals.The challenge: The coach posts five times a week and every post gets 78 to 170 reactions. The posts tell consultants to stop relying on referrals and start running a system. But who is reacting? Half the people are marketers, creators, students and engineers. Which posts bring the consultants who would actually join the program?
Key takeaways
1 in 16 readers is a buyer.33 of the 523 people who reacted are consultants, advisors and coaches (6.3%). 268 are marketers, creators, LinkedIn and lead-gen sellers, students and engineers (51.2%).
The post matters more than the topic.Every topic brings 6.6% to 7.6% buyers. But the cargo plane post brought 10.3%, and the “smartest consultants are often the brokest” post 3.5%.
19 buyers are Hot right now.21 consultants and coaches came back to 3 posts or more in 6 weeks. One of them reacted to 14 of the 30.
01
Who actually reads you, and what the LinkedIn algorithm changed
The coach posts about 5 times a week: offer and pricing lessons, workshop and summit invites, client stories, short video tips and AI advice for consultants. 30 posts between 21 September and 30 October, 4,029 reactions in total.
The LinkedIn algorithm shows a post to the people who reacted to the last ones, then to people like them. When the same marketers, creators and students react every day, the algorithm keeps showing the posts to more people like them. Reach can’t tell buyers from fans. Who reacted can. We sorted every person who reacted by role.
30posts in 6 weeks
523people reacted
33consultants and coaches
21came back 3+ times
Audience by roleThe 523 people who reacted, by roleFree
268 people (51.2%) are peers: digital marketers, content creators, AI influencers, personal branding and lead generation sellers, students, software engineers. Many of them react to almost every post. They push reach, and they will never buy a consulting program.
33 are buyers: independent consultants, strategy and transformation advisors, consultancy founders, fractional CFOs and CMOs, executive and CEO coaches. Most of the rest are founders and managers of businesses that hire consultants, not consultants themselves.
SeniorityAll people who reactedFree
Founder, owner, C-level29.3%
Director, VP3.1%
Manager9.6%
Independent5.9%
Other52.2%
IndustriesConsultants and coaches onlyNetwarm
Consulting and advisory firms (strategy, AI, finance, market entry)75.8%
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Core audience21 consultants and coaches engaged 3+ times · 19 engaged 5+ timesNetwarm
21 consultants and coaches keep coming back. One of them reacted to 14 of the 30 posts.See your regulars
Engager company sizeEveryone who reacted, by company sizeNetwarm
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See which company sizes your consultants and coaches work at.See company sizes
02
What to post on LinkedIn to reach consultants and coaches
Every post on this profile gets between 78 and 170 reactions. For a coach who sells a program, the better question is who those reactions come from.
We tagged each of the 30 posts by topic, then measured the share of consultants and coaches among the people who reacted.
Your topicsWhat your 30 posts were aboutFree
30posts
Offer, pricing & proposals10
Workshop & summit invites7
Event & client stories6
Short video tips5
AI content & LinkedIn profile2
Topics that attract consultants and coachesShare of each topic’s reactions from consultants and coachesNetwarm
AI content & LinkedIn profile7.6%
Offer, pricing & proposals7.5%
Workshop & summit invites7.1%
Short video tips7.0%
Event & client stories6.6%
Inside the same topic, one post brought 3x more consultants and coaches than another. See which.See which topics
No topic wins: every topic brings 6.6% to 7.6% consultants and coaches. Inside each topic, single posts range from 3% to 10%. How a post is written matters more than what it is about.
Posts that brought the most consultants and coachesShare of consultants and coaches in each post’s reactions1 of 5 open
#1A cargo plane was stuck on the runway10.3%
#2Your expertise might be what gets clients through the door10.3%
#3Why coaches and consultants lose clients after one sale9.3%
#4Stop sending free proposals9.2%
#5What could happen when you give AI a specific job in your consulting business?9.1%
For comparison, the “Tomorrow” workshop reminder brought 3.1% consultants and coaches, and the “smartest consultants are often the brokest” video 3.5%, the two lowest shares.
6 rules for LinkedIn engagement from consultants and coaches
These rules come from what worked on the coach’s own profile, and from the best-performing posts by consulting coaches and business coaches on LinkedIn over the last 3 months.
1
Tell the outcome as one scene. A plane stuck on a runway, a fix in 45 minutes, a question about what to charge. Consultants see their own pricing problem in one picture, faster than in a framework.On this profile: the cargo plane post brought 10.3% consultants and coaches, the joint-best share of the 30 posts.
Name the work consultants give away for free. Free proposals, coffee meetings, hours of explaining. Consultants count those hours in silence. Say the number out loud, then give the fix.On this profile: “Stop sending free proposals” brought 9.2% consultants and coaches. Across the niche, a post on walking clients through a proposal instead of emailing it drew 886 likes.
Explain the offer with an everyday object. A kid’s toy with four more to collect on the back of the card explains a client journey better than a funnel diagram. It is also the kind of post people forward to a colleague.On this profile: the ooshie post brought 9.3% consultants and coaches.
Let a consultant say the problem in their own words. “I’m afraid I’ve used up all my network.” A quote from a real call does the selling: the reader hears their own fear before any advice.Across the niche: Tarana Kasana’s post on a former VP running his own consultancy drew 372 likes; Deena Priest’s referral story drew 140 likes and 102 comments.
Open every invite on the problem, not the date. The invites that worked started with the consultant’s problem and ended with the event. The one that started with “Tomorrow” brought the fewest buyers of any post.On this profile: “Your expertise might be what gets clients through the door” brought 10.3%; the “Tomorrow” reminder 3.1%.
Answer the AI fear with numbers. Consultants are asking whether AI will take their clients. A calm answer with real numbers earns more trust than a rant, and it brings the comments.Across the niche: Deena Priest’s “consulting is dying” post, with sourced market numbers, drew 291 likes and 152 comments.
When consultants and coaches read: the best time to post on LinkedIn for consulting business coaches
We compared the share of consultants and coaches by the day and the hour (Sydney time) each post was published. Every hour shown has 3 or more posts.
Share of consultants and coaches by posting dayAmong the people who reacted to each postFree
8.7%
Mon
7.2%
Tue
6.4%
Wed
6.3%
Thu
7.3%
Fri
Best time to post, by hourShare of consultants and coaches among people who reactedFree
8.3%
14:00
7.3%
16:00
6.6%
18:00
Monday brought the highest share of consultants and coaches (8.7%, 6 posts) and the most per post (8.3). Wednesday and Thursday brought the least (6.4% and 6.3%). Posts published around 2 p.m. Sydney time did better (8.3%, 4 posts) than those at 6 p.m. (6.6%, 11 posts).
Give Monday afternoons to the posts that sell the work: the outcome story, the free-proposal fix, the invite that opens on the problem. Keep the short video tips and bloopers for midweek.
05
5 posts ready to publish to target consultants and coaches
Each post follows the rules above, in the coach’s voice. Swap in your own details before posting: the real calls and the real client results are what make them land.
1Ready to postOutcome story
$1 for the tap. $9,999 for knowing where.Rule 1: tell the outcome as one scene. Modelled on the cargo plane post, the joint-best share of buyers.
Hook
A factory machine broke down. Production stopped. Every hour cost a fortune. 🏭They called in an old engineer.He listened for a minute. Pulled a hammer out of his bag. Tapped one spot. The machine started.His invoice: $10,000.The owner asked for a breakdown.→ Tapping with a hammer: $1
→ Knowing where to tap: $9,999Most consultants invoice the tapping.Hours. Days. Deliverables.And then wonder why clients haggle.Your client isn’t buying your time. They’re buying the 15 years that made the fix fast.Price the outcome. Not the minutes.What would your “knowing where to tap” line say? 👇
Visual · Single imageA hand-written invoice on a whiteboard: “Tapping: $1. Knowing where to tap: $9,999.” Rana pointing at it, same style as the A, B, C whiteboard post.Check before postingThis is a well-known parable: present it as a story, not as your own client. Add one real example from a consultant you worked with if you have one.
The proposal that pays you to write itRule 2: name the work consultants give away. Modelled on “Stop sending free proposals”, offered as a checklist like Joanna Lambadjieva’s guide.
Hook
Five hours on a proposal. Then… silence. 🤐You did the diagnosis. You wrote the plan. You priced it.They took the plan to someone cheaper.Here’s the switch our consultants make:1. On the first call, find the problem. Don’t solve it.
2. Offer a paid plan: a short, fixed-price piece of work to map their solution.
3. Deliver the plan. Walk them through it live.
4. Offer the implementation as the obvious next step.Paid to start. Paid to stay. 💰The clients who say no to a paid plan were never going to buy the big project anyway.I’ve put the whole thing on one page: the questions for the first call, the price range for the plan, and the email that offers it.Comment PLAN and I’ll send it to you.
Visual · Document carouselSlide 1: “Stop writing free proposals”. One slide per step, the last slide shows the one-page checklist cover.Check before postingUse the price range your clients really charge for a paid plan. Put your Netwarm Reveal link in the DM to see which consultants open the checklist.
The loyalty cardRule 3: explain the offer with an everyday object. Modelled on the ooshie post (9.3% buyers).
Hook
My local café gave me a loyalty card. Nine stamps and the tenth coffee is free. ☕It cost them a bit of cardboard.I haven’t bought coffee anywhere else since.The coffee isn’t the product. The next stamp is.Most consultants sell one project. They deliver it. The client says thanks. And they go find a stranger and start again.No next stamp.30 clients buying one thing.
10 clients buying three things.Same money. 20 fewer strangers to find.Give your clients a card:
→ Step 1: the paid plan
→ Step 2: the implementation
→ Step 3: the retainer that keeps it workingEvery client should know what the next stamp is before they finish this one.What’s on your card? 👇
Visual · PhotoA real loyalty card with a few stamps on a café table, next to a laptop.Check before postingUse your own café or a shop you really go to. Keep the 30 vs 10 numbers only if they match how you explain it in your program.
“I think I’ve used up my network.”Rule 4: let a consultant say the problem in their own words. Modelled on Tarana Kasana’s post (372 likes) and Deena Priest’s referral story.
Hook
“I think I’ve used up my network.”A consultant said that to me on a call last week.20 years in his industry. Great at the work. Clients who love him.Two referrals built his business. Both projects end in December.And he has no idea where the next one comes from.He hasn’t used up his network. He’s used up the people who already knew to call him.That’s different.Referrals aren’t a strategy. They’re a byproduct. They dry up the second you go heads-down into delivery.Here’s what we mapped out on the call:
→ A daily lead sequence on LinkedIn, 15 minutes a day
→ One small online event a month
→ A paid plan instead of a free proposalLess than 90 minutes a week.If he’d started this a year ago, December wouldn’t scare him.When did your last client come from someone you didn’t already know? 👇
Visual · Text onlyNo image. The quote carries the post; reply to every comment in the first hour.Check before postingUse a quote you really heard this month, with the consultant kept anonymous, and adjust the years and the dates to the real call.
Why your workshop ends in applause, not clientsRule 5: open every invite on the problem. Modelled on “Your expertise might be what gets clients through the door” (10.3%) and Dale Gibbons’ curse of knowledge post.
Hook
Standing ovation. Great feedback forms. Zero clients. 👏I see it every week.A consultant runs a brilliant workshop. They teach everything. People love it.And then they go and do it themselves. Or do nothing.Teaching builds trust. It doesn’t build a pipeline.An event that sells does three things:
1. It names the problem so clearly people feel it in the room.
2. It shows what’s possible, with proof.
3. It makes the next step obvious: work with you.By the time someone books a call, they should already know what working with you feels like.That’s exactly what we’ll build at my next workshop: your event, your offer, and your next step.Comment EVENT and I’ll send you the details.
Visual · Short video60 seconds to camera after a workshop, the empty room behind you. End on the three steps written on a whiteboard.Check before postingSwap in the real name, date and format of your next workshop before posting.
Free forever: unlimited scheduling through LinkedIn’s official API, with images, video and PDF carousels.
06
LinkedIn lead generation: lead magnets that work to target consultants and coaches
Reactions show interest. A download shows intent. On a profile where half the reactions come from marketers and students, a resource only consultants would want is the fastest way to see who is a buyer.
For consulting coaches, these formats get the most requests:
Format 1The full guideEverything needed to do one job, packaged as a board or a document, sent to anyone who comments.
Format 2The live workshop with a worksheetA short live session where people score their own options on a worksheet, with the replay for those who can’t make it.
Format 3The fill-in-the-blank formulaOne formula in the post, the full challenge or template for a comment. Useful on its own, and it filters for people working on their offer.
The Paid Plan checklist: turn a free proposal into a paid first step
Our pick for you: “The Paid Plan checklist: turn a free proposal into a paid first step”Built from the coach’s free-proposal posts and the non-proposal offer taught in the program: the questions for the first call, the price range for a paid plan, and the email that offers it. Only consultants who write proposals will want it. Offer it in post 2, on a Tuesday.With a Reveal link, every person who downloads it is shown by name, with their role and how warm they are. Your first Reveal link is free.Create your free Reveal link
07
From reactions to clients
Content brings consultants and coaches to the profile. It doesn’t say when to reach out. Most never comment, so they stay invisible, lost among the marketers and students who react to everything. A consultant reading every post this month may have signed with another coach by February.
On LinkedIn, the right moment to start a conversation is when someone keeps coming back. We call that Hot: 5 or more points over 90 days, where a reaction counts 1, a repost 2, a download or a reply 4.
Hot right now19 consultants and coaches · not contacted yetNetwarm
19 consultants and coaches are Hot. See who to message first.See who’s Hot
First messageAn opener for each Hot person, based on the posts they readNetwarm
Hi Sarah, you’ve been reading my posts on proposals for a few weeks. Are you still writing them for free?Hi David, I saw you reacted to the cargo plane post. How are you pricing your work at the moment?
A first line for each of them, ready to send.See the openers
Netwarm sends nothing for you. It tells you who and when, and you write the message. It also works inside Claude and ChatGPT: ask “Who’s Hot today?” and get the list.
08
FAQ
Here, topics barely mattered (6.6% to 7.6% buyers each), but single posts did: outcome stories, the free-proposal fix and everyday-object offers brought 9% to 10%. Event reminders without a problem brought 3%.
For this coach, Monday brought the highest share of consultants and coaches (8.7%) and the most per post (8.3). Wednesday and Thursday brought the least. How the post is written matters more than the day.
This coach posts about 5 times a week, and 21 consultants and coaches came back 3 times or more in 6 weeks. Keep the rhythm, and give Monday afternoons to the posts that sell the work.
Look at who reacts, not how many. Here every post got 78 to 170 reactions, but only 33 of 523 people were consultants or coaches. Group reactions by role and follow the people who keep coming back. A free Netwarm scan does this for you.
Yes. Netwarm only reads public reactions to your own posts. It never logs in as you, never asks for your password, and never messages anyone for you.
How we made this playbook
We read the public reactions on 30 posts published between 21 September and 30 October 2026, up to the first 100 people per post (2,902 of the 4,029 reactions), and sorted the 523 people by role. Comments were not counted, so engagement figures are a floor.
Niche rules come from top posts by consulting coaches and business coaches over the last 3 months. Role groups are approximate: consultants are counted as buyers here because they are the coach’s clients, and people who sell marketing or LinkedIn services to consultants are counted as peers. A Netwarm scan matches people to your own ideal client.
