Why Your Best Clients Might Not Be Liking Your LinkedIn Posts, According to Jessie Van Breugel

In a recent LinkedIn post, jessie van breugel challenges a common assumption about social media engagement, arguing that the most valuable clients may not be the ones publicly interacting with content. Van Breugel, who coaches burned-out executives and works with founders, suggests that high-level decision-makers are often too focused on their core responsibilities to engage with posts on platforms like LinkedIn.

Van Breugel highlights the paradox that the very clients who are most likely to pay for services might be the least visible in terms of social media interaction. The post states:

“Your best buyers will never like your posts on LinkedIn.

But that’s not a bad thing.”

This perspective is particularly relevant for professionals targeting busy executives or entrepreneurs. Van Breugel explains the rationale behind this phenomenon:

Understanding Client Behavior on Professional Networks

The Executive’s Dilemma

For those coaching burned-out executives, Van Breugel points out that such individuals might avoid public engagement if their superiors are active on the platform. The post elaborates:

“If you coach burned-out execs — they’re not liking a post called ‘5 signs you should quit your job’ while their boss is in their feed.”

Similarly, founders are often depicted as intensely focused on running their businesses, with limited time for social media scrolling during peak business hours.

The Founder’s Focus

Van Breugel extends this observation to founders, suggesting their priority lies elsewhere:

“If you sell to founders — they’re heads-down running the business. Not scrolling LinkedIn at 2pm on a Tuesday.”

This observation is backed by Van Breugel’s own experience, with the post noting that a significant majority of past clients never publicly engaged with content before making a purchase.

Beyond Likes and Comments: True Engagement

Van Breugel emphasizes that the absence of likes or comments doesn’t equate to a lack of interest or effectiveness. Instead, the true engagement from these high-value prospects often involves passive observation. As Van Breugel explains:

“The people who pay you don’t engage with your content. They just watch, read a few posts, and check out your profile.”

This underscores the importance of a strong profile and consistent, valuable content, even if it doesn’t generate immediate likes or shares. However, Van Breugel cautions against passive patience, stating that a lack of direct messages or inquiries despite consistent posting indicates potential issues elsewhere.

Identifying and Fixing Broken Strategies

Van Breugel argues that if consistent LinkedIn activity isn’t leading to client conversations, the problem likely lies with the underlying strategy, not the audience’s lack of engagement. Potential areas for improvement include:

• Positioning: Is the core value proposition clear and resonant with the target audience?
• Call to Action (CTA): Are there clear, compelling next steps for interested prospects?
• Audience Attraction: Is the content attracting the right kind of prospects, or is it appealing to a demographic unlikely to convert?

Van Breugel suggests that addressing these elements is crucial for turning passive viewers into active leads. For those seeking a more comprehensive strategy, Van Breugel directs readers to their featured section for a detailed system.