How 21 infographics on LinkedIn brought in 301 email signups and 5 paying customers in four months

The challenge

René runs Facilitator School, where he teaches managers and facilitators how to run better meetings and workshops. About 250 people have been through his paid Masterclass, and nearly all of them found him on Google.

He wanted LinkedIn to become a second way people found him, but he was running the business on his own and couldn’t post consistently enough to make it work. That’s why he hired me.

What we did

I took over his LinkedIn content and went through his Masterclass recordings and teaching material, looking for things useful enough to save and use: a framework, a process, a set of questions, or a way to run a specific kind of session. He didn’t have to create anything new.

Once every link was tagged, 64 of the 69 signups we could trace to a specific post came from an infographic.

Why it worked

In July, René posted one he’d made himself about icebreakers for executives. It took off. 82,576 people saw it, and 20 signed up for his free course.

Two weeks earlier, I’d built an infographic for him on the six things to decide before a workshop. It reached about a quarter as many people and brought in roughly 69 signups.

So René pulled his signup data out of Kit and we went through it post by post.

The infographics that filled his list tended to teach one method someone could use in their next meeting. The post carried a link to René’s free course where it finished the idea, and every link was tagged so we could see which post a signup came from.

His infographic on picking the right retrospective brought in 39 signups. One on running a brainstorm brought in 39 more.

That gave me a much clearer idea of what to pull from René’s material. I kept looking for things I could turn into a useful, step-by-step tool, because those were the infographics filling his list.

By early October

• 301 email signups from LinkedIn
• 5 paying Masterclass customers traced back to LinkedIn
• 49 posts in four and a half months, without René having to write them
• 4,631 saves
• Followers up 58%, from 3,815 to 6,043

What this shows

September was the strongest month for signups, even though René’s overall reach had dropped by more than half from July.

All five paying customers had originally joined René’s list through LinkedIn posts that taught something.

In René’s words

“Christine took years of material I already had and found ways to turn it into content I never would have thought to create myself. I don’t have to spend hours figuring out what to post or writing it. She understands what I teach, turns it into something useful, and I can see which posts are actually bringing people into Facilitator School. LinkedIn is now bringing us customers, which is what I wanted from the beginning.”

Work with Orchard Strategy

If you have years of expertise but aren’t sure which ideas are worth putting on LinkedIn, how to package them, or what’s actually turning into business, this is the work I do at Orchard Strategy.