LinkedIn Content Strategy for LinkedIn Agencies | Netwarm
LinkedIn playbook · Case study
LinkedIn content strategy for LinkedIn agencies: how a Lyon LinkedIn agency founder reached 102 founders and business owners in 5 weeks
We read the reactions on 27 posts from a Lyon LinkedIn agency founder. 925 people, 102 founders and business owners. 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 studyA Lyon LinkedIn agency founder
Followers18,086
Posts~5 a week
SellsLinkedIn coaching for business owners and experts: 1:1 programmes, team programmes and content, with a client space
PeriodSep 25 – Nov 2
Ideal client: founders, business owners and managers of small companies and training organisations who want LinkedIn to bring clients, and the experts who sell their own services.The challenge: The agency founder wrote it in a post: « Publier sur LinkedIn, ça finit par ramener des clients. Sauf que personne ne te dit d'où ils sortent. » Nearly half the people who react are other LinkedIn coaches, ghostwriters and freelancers. Which posts reach the business owners who buy a programme?
Key takeaways
These numbers are from 2 November. Your audience has already moved.
New founders and business owners turn Hot every week and others go quiet. Run your free scan to see today’s version, with the names.
1 in 9 readers is a buyer.102 founders and business owners reacted in 5 weeks: 11.0% of the 925 people who reacted. 45.7% are LinkedIn coaches, ghostwriters, copywriters, designers and other freelancers in the same trade.
Topics are close, posts are not.Every topic lands between 7.8% and 9.5% buyers. The post on « la prospection par message, c'est mort » brought 12.9%, the hooks carousel 4.1%: 3x apart.
21 of them keep coming back.They reacted to 3 posts or more, and 15 to 5 or more. One of them reacted to 13 of the 27.
01
Who actually reads you, and what the LinkedIn algorithm changed
The agency founder posted 27 times between 25 September and 2 November, in French: prospecting and profile advice, LinkedIn news and studies, memes, posts about the agency and its clients, and opinions on business life.
The LinkedIn algorithm shows a post first to the people who reacted to the last ones. For a LinkedIn agency, that circle fills up fast with other people who live from LinkedIn: coaches, ghostwriters, designers, freelancers. They react a lot. They rarely buy a programme. We sorted every person who reacted by role.
27posts in 5 weeks
925people reacted
102founders and business owners
21came back 3+ times
Audience by roleThe 925 people who reacted, by roleFree
Founders, CEOs, business owners & directors102 · 11%
Almost half the audience works in the same trade: LinkedIn coaching, personal branding, copywriting, social media, design, prospecting. Many of them react to most posts. They push reach, and they are competitors more than clients.
The 102 buyers run their own business: consulting and training firms, tech and AI services, legal and finance services, and trades such as joinery, cleaning or real estate. About a quarter work in consulting, coaching and training.
SeniorityAll people who reactedFree
Founder, owner, C-level7.6%
Director, VP1.2%
Manager6.9%
Independent9.5%
Other74.8%
IndustriesFounders and business owners onlyNetwarm
Consulting, coaching & training24.5%
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See all industries and company sizes in your free scan.
Core audience21 founders and business owners engaged 3+ times · 15 engaged 5+ timesNetwarm
21 founders and business owners keep coming back. One of them reacted to 13 of the 27 posts.See your regulars
Engager company sizeEveryone who reacted, by company sizeNetwarm
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See which company sizes your founders and business owners work at.See company sizes
02
What to post on LinkedIn to reach founders and business owners
A LinkedIn agency is judged on its own reach. But reach from other coaches doesn't fill the agenda. The useful number is how many business owners reacted.
We tagged each of the 27 posts by topic, then measured the share of founders and business owners among the people who reacted.
Your topicsWhat your 27 posts were aboutFree
27posts
Profile, content & prospecting advice7
Memes and humour6
LinkedIn news and studies5
Opinions and business life5
Agency and client stories4
Topics that attract founders and business ownersShare of each topic’s reactions from founders and business ownersNetwarm
Opinions and business life9.5%
Profile, content & prospecting advice9.0%
Memes and humour8.7%
LinkedIn news and studies7.9%
Agency and client stories7.8%
Some posts bring 3x more business owners than others. See which.See which topics
No topic wins by much: 7.8% to 9.5% founders and business owners. The gap is between posts. Prospecting opinions and memes about clients reach 12% to 13%; tutorial carousels and LinkedIn news reach 4% to 7%.
Posts that brought the most founders and business ownersShare of founders and business owners in each post’s reactions1 of 5 open
#1Si on m'avait filé 1€ à chaque fois qu'on m'a dit « la prospection par message, c'est mort »12.9%
#2Quand tu vois ton client faire exactement l'inverse de ce que tu lui as conseillé12.4%
#3Nous tous dans 20 ans, après avoir demandé à l'IA de tout résoudre à notre place12.2%
#4Aujourd'hui j'avais envie de vous parler de Maurice11.1%
#5Co-gérant d’Aves Formation, à 29 ans. Je revends mes parts à 31 ans et je lance Fastter11.1%
For comparison, the most-liked post of the period, on the downsides of full remote (340 reactions), reached 9.0% founders and business owners. The hooks carousel reached 4.1%.
6 rules for LinkedIn engagement from founders and business owners
These rules come from what worked on the agency founder’s own profile, and from the best-performing French posts by LinkedIn coaches, ghostwriters and personal branding experts over the last 3 months.
1
Contradict a belief about prospecting. Business owners have all heard that DMs are dead, or that content is enough. A clear « no, and here is why », with a number, is what they stop for.On this profile: the « la prospection par message, c'est mort » post brought 12.9% founders and business owners, the best share of the period. The « ça marche pas ? » prospecting post brought 11.1%.
Make the meme about the client, not about the tools. A joke a business owner lives every week (the client who does the opposite, the follow-up message) works better than a joke about AI tools that only creators get.On this profile: the client meme brought 12.4%, the Claude meme 6.1%. Across the niche: a « Super Thierry » marketing joke got 4,536 likes.
Name the business owner in the first line. « Quand je demande à un dirigeant » or « ce message s’adresse aux dirigeants » tells the right reader the post is for them, before the first scroll.On this profile: the two posts that open on « dirigeant » brought 10.1% and 10.6%. Across the niche: a ghostwriter's post that opens on « les dirigeants que je rencontre » got 237 likes and 150 comments.
Tell the founder story with the figures. A business owner trusts someone who has run a company. The revenue, the sale of the shares, the months at zero: the numbers make the story credible.On this profile: the Aves Formation to Fastter story brought 11.1%, with 142 reactions. Across the niche: a personal branding founder's career story got 224 likes and 97 comments.
Show a client case, flop included. Business owners are tired of blurred screenshots. A real client, what didn't work and what changed is the closest thing to a sample of the programme.On this profile: the client showcase brought 7.1%, below average. Across the niche: a LinkedIn coach's « les flops de mes clients » post got 197 likes and 217 comments.
Don't judge a tutorial carousel by its reactions. Writing tips and hook carousels get saved and shared by other creators. Business owners rarely react to a writing lesson: they want the result, not the craft.On this profile: the hooks carousel brought 4.1%, the lowest of the period, and LinkedIn news and studies average 7.9%.
When founders and business owners read: the best time to post on LinkedIn for LinkedIn agencies
We compared the share of founders and business owners by the day and the hour each post was published (Paris time). There were no weekend posts.
Share of founders and business owners by posting dayAmong the people who reacted to each postFree
11.0%
Mon
8.1%
Tue
9.3%
Wed
5.6%
Thu
8.7%
Fri
Best time to post, by hourShare of founders and business owners among people who reactedFree
8.7%
6:00
8.4%
8:00
Monday is the best day: 11.0% founders and business owners and 10.3 per post, over 6 posts. Thursday is the weakest (5.6%, 5 posts).
20 of the 27 posts went out between 6:00 and 8:00, and the 8:00 to 10:00 slot does about as well (8.4%). Keep the early slot, and give Monday to the prospecting opinions; move tutorials and agency news away from Thursday.
05
5 posts ready to publish to target founders and business owners
Each post follows the rules above, in the agency founder's voice and in French, like the rest of the feed. Check every detail and swap in your own experience before posting.
1Ready to postProspecting opinion
« Le contenu suffit, plus besoin de prospecter »Rule 1: contradict a belief about prospecting, on a Monday morning. Modelled on the « la prospection par message, c'est mort » post, the best of the period for business owners.
Hook
« Avec du contenu, plus besoin de prospecter. » C'est la phrase que j'entends le plus en ce moment. Et c'est faux.Attention, je dis pas que le contenu ne sert à rien (ce serait un peu bizarre venant d'une agence LinkedIn 😆).Je dis que le contenu fait la moitié du boulot.Il te rend crédible. Il fait que les gens te reconnaissent. Il fait que ton nom leur dit quelque chose le jour où tu leur écris.Mais il ne décroche pas le rendez-vous à ta place.La plupart des gens qui lisent tes posts ne te diront JAMAIS qu'ils les lisent. Pas un like, pas un commentaire. Ils lisent, ils hochent la tête, ils passent au post suivant.Et toi, pendant ce temps, tu attends que quelqu'un t'écrive.Ce qui marche, c'est les deux ensemble :→ tu publies pour que les bonnes personnes te connaissent
→ tu repères celles qui reviennent souvent sur tes posts
→ tu leur écris, sans rien leur vendre dans le premier messageLe contenu chauffe la conversation. Le message privé la commence.Alors cette semaine, fais le test : regarde qui a liké tes 5 derniers posts, et écris à 3 personnes que tu ne connais pas encore. Juste pour échanger.Et viens me dire en commentaire combien t'ont répondu ☝️
Visual · Single imageA phone showing a LinkedIn post with many likes and an empty inbox next to it. Caption: « Le contenu chauffe, le message commence ». No logos.Check before postingAdd one real figure from your own clients if you have one (how many conversations started this way) before posting.
Ce message s'adresse aux dirigeants qui publient sans signerRule 3: name the business owner in the first line. Modelled on the « Quand je demande à un dirigeant » post and on the niche post « les dirigeants que je rencontre ».
Hook
Ce message s'adresse aux dirigeants qui publient sur LinkedIn depuis des mois, et qui n'ont toujours pas signé un client grâce à ça.Je vais vous dire un truc qui va peut-être vous rassurer : ce n'est pas forcément votre contenu le problème.Quand je fais le point avec un dirigeant en début d'accompagnement, je lui pose toujours la même question : « Qui lit tes posts ? »Et la réponse est presque toujours la même : « Ben… les gens qui likent. »Sauf que les gens qui likent, ce sont surtout d'autres créateurs, d'autres coachs, des copains. Ils sont adorables, mais ils n'achèteront jamais ce que vous vendez 🫠Vos futurs clients, eux, likent peu. Ils lisent, et ils reviennent.Donc avant de tout changer dans votre contenu, faites ces 3 choses :1. Regardez qui a réagi à vos 10 derniers posts, et entourez ceux qui pourraient vraiment vous acheter quelque chose.
2. Notez sur quels posts ils sont venus. Ce sont ces sujets-là qu'il faut creuser.
3. Écrivez à ceux qui sont revenus plusieurs fois. Pas pour vendre, pour discuter.Vous allez peut-être découvrir que vos clients sont déjà là. Juste un peu timides.Prenez soin de vous et de votre visibilité 🫶
Visual · Carousel5 slides: the question « Qui lit tes posts ? », likers vs buyers, then the 3 steps, one per slide. Fastter colours, no screenshots of real people.Check before postingKeep the start-of-programme question only if it is what you really ask; otherwise swap in your real first question.
Le client qui publie enfinRule 2: a meme about the client, not about the tools. Modelled on « Quand tu vois ton client faire exactement l'inverse », 12.4% business owners.
Hook
Quand ton client publie enfin son premier post… un samedi à 23h, avec 14 hashtags :
Visual · Meme imageA well-known reaction image of someone staring in disbelief, or a team photo of the Fastter crew mimicking it. Keep it to one line of text on the image, no client named.Check before postingPick an image you have the right to use, or shoot your own with the team.
Mon premier client chez FastterRule 4: the founder story with the figures, on a Monday. Follows on from the Aves Formation to Fastter post, 11.1% business owners.
Hook
Il y a quelques semaines, je vous racontais que j'avais lancé Fastter avec zéro client. Voilà comment est arrivé le premier.Pas grâce à un post viral. Pas grâce à une pub. Pas grâce à un message envoyé à 300 personnes.Il m'a écrit un mardi matin. Trois lignes. « Je te lis depuis un moment, je crois que j'ai besoin de toi. »Je suis allé voir son profil. Il n'avait jamais liké un seul de mes posts. Pas un.Et pourtant il avait tout lu. Il me l'a prouvé en appel : il connaissait mes exemples mieux que moi 😆À ce moment-là, moi, je passais mes soirées à regarder mes vues et mes likes. Je me disais que ça ne prenait pas, que LinkedIn n'était pas fait pour moi, que j'aurais dû rester « celui d'Aves ».Sauf que je regardais les mauvais chiffres.Ce qui compte, ce n'est pas combien de personnes réagissent. C'est QUI lit, et qui revient.Depuis, c'est la première chose que je fais avec chaque client : on arrête de compter les likes, et on regarde qui sont vraiment les gens qui reviennent.Et toi, ton premier client LinkedIn, il est arrivé comment ?
Visual · PhotoA real photo of you from the early Fastter days (desk, laptop, first office), with no text on it.Check before postingUse your real story of the first Fastter client: the day, the message and the details here are written to be replaced with what actually happened.
Le test du Profil Code-BarresThe lead magnet pick: the « Profil Code-Barres » test, offered for a comment. Built on the two Code-Barres posts and on niche posts that offer a method for a keyword.
Hook
Ton titre LinkedIn, c'est un code-barres ? Fais le test en 5 questions.Il y a quelques semaines, je vous parlais du Profil Code-Barres : « Consultante | Formatrice | Sophrologue », toutes les casquettes empilées au même niveau.Vous avez été nombreux à me demander en privé : « OK, mais concrètement, je mets quoi en premier ? »Alors on a mis sur une page le test qu'on fait à l'étape de la refonte du profil dans l'accompagnement.5 questions, 2 minutes :→ Quelle activité t'a fait signer le plus de devis cette année ?
→ Laquelle tu veux vraiment développer dans 12 mois ?
→ Laquelle ton client idéal comprend en moins de 3 secondes ?
→ Laquelle tu peux prouver avec un vrai résultat ?
→ Laquelle tu assumes de défendre en public ?À la fin, tu sais quelle casquette passe devant, et où ranger les autres (indice : dans ta section Infos ☝️).Si tu veux la version complète, avec les exemples avant/après de vrais profils, commente CODE et je te l'envoie en privé.
Visual · Single imageA LinkedIn headline turned into a barcode, with the 5 questions listed next to it. Fastter colours.Check before postingMake sure the one-page test exists before posting, and use before/after profiles only with the clients' OK.
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 founders and business owners
Reactions show interest. A request shows intent. The fastest way to find out which business owners are thinking about LinkedIn right now is to give them something useful and see who asks for it.
Among French LinkedIn coaches, growth and AI consultants, these formats get the most requests:
Format 1The ready-to-use promptOne prompt that solves one business problem, pasted under « voir plus ». No form, the value is in the post.
Format 2The field guideA long guide that says where it comes from (« tiré de 2 ans de terrain ») and what's inside, offered for a comment.
Format 3The method for a keyword« Commente X si tu veux la méthode »: one keyword, one method, and every comment is a hand raised.
Format 4The compiled rulesThe rules applied on every client job, compiled into one guide, so the reader saves it and comes back.
Le test du Profil Code-Barres : 5 questions pour savoir quelle casquette mettre en premier
Our pick for you: “Le test du Profil Code-Barres : 5 questions pour savoir quelle casquette mettre en premier”Built from the agency founder's two posts on the « Profil Code-Barres » and the profile step of the programme. Offer it for a comment on post 5. Every request is a business owner or an expert with two activities, saying their profile doesn't sell: exactly the moment to talk about the programme.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 business owners to the profile. It doesn't say when to reach out. Most never comment, so they stay invisible. 21 founders and business owners reacted to 3 posts or more in 5 weeks.
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 now15 founders and business owners · not contacted yetNetwarm
15 founders and business owners are Hot. See who to message first.See who’s Hot
First messageAn opener for each Hot person, based on the posts they readNetwarm
Salut Julien, je vois que tu suis mes posts sur la prospection depuis quelques semaines. Tu prospectes sur LinkedIn en ce moment, ou c'est plutôt le bouche-à-oreille ?Salut Claire, merci pour tes réactions sur mes derniers posts. Ton profil, il vend laquelle de tes deux activités aujourd'hui ?
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
Opinions that contradict a belief about prospecting, memes about clients, and the founder's story with figures. On this profile they bring 11% to 13% founders and business owners, against 4% for a tutorial carousel.
For this agency, Monday: 11.0% founders and business owners. Thursday brought the fewest (5.6%). Almost every post went out between 6:00 and 8:00, Paris time.
This agency posts about 5 times a week, Monday to Friday. The volume works, as long as the posts written for business owners get the best days.
Look at who reacts, not how many. Group reactions by role, measure the share of your ideal clients per post, 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 27 posts published between 25 September and 2 November 2026 (the first 100 reactors of each post), and sorted the 925 people by role. Comments were not counted, so engagement figures are a floor. Two duplicate posts and one deleted post were left out.
Niche rules come from top French posts by LinkedIn coaches, ghostwriters and personal branding experts since August, and from the agency founder's own best posts of the period. Role groups are approximate; a Netwarm scan matches people to your own ideal client.
