The Grind is Real, and So Are the Leads
Let’s be honest. LinkedIn can feel like a chore. Another platform to feed, another algorithm to appease. You’re a digital marketer, you get it. You know the potential for lead generation is there, but actually getting those leads? That’s the hard part. It’s why 80 internet consultants (ICs) from the WSI franchise signed up for a 90-day LinkedIn Challenge. And it’s why, by the end, only 20-30 were left standing. Because, let’s face it, real results demand real work. But here’s the kicker: those who stuck it out? They saw results. Big ones. This isn’t some fluffy ‘hack your way to success’ story. This is about what happens when you put in the effort, week after week, and how a focused, consistent approach can transform your LinkedIn presence into a genuine lead generating machine. And yes, we’re talking about actual leads – 59 of them, to be exact.
The Challenge: More Than Just Posting
The goal of this 90-day campaign, spearheaded by Francois Muscat of Unibit Solutions, wasn’t just about racking up likes. It was about improving Social Selling Index (SSI) scores, building meaningful connections, and ultimately, generating qualified leads. Each week, participants diligently entered their stats: number of connections, impressions, engagement, likes, comments, and shares. This wasn’t a ‘set it and forget it’ kind of deal. This was about data-driven iteration, understanding what worked, and doubling down on it.
The Rules of Engagement (and Lead Generation)
To keep things focused and actionable, the ICs followed a few core principles—summed up by what we call the 3-3 Rule:
- Three comments a day: These weren’t random comments or sales pitches. Each one was a thoughtful, value-driven interaction on someone else’s post (ideally a prospect). This is where the conversations happen. By engaging consistently, participants built genuine rapport and opened the door for future conversations.
- Three posts a week: Quality over quantity was the mantra here. Participants focused on sharing relevant, thoughtful content that sparked engagement and showcased their expertise.
This wasn’t just about posting your own content and hoping for the best. In fact, one of the biggest takeaways from the challenge was this: don’t just post—comment. Commenting on other people’s posts wasn’t a side strategy; it was central to increasing visibility, building trust, and becoming an active, respected part of the LinkedIn community.
The Results: Numbers Don’t Lie
So, did it work? Absolutely. The stats speak for themselves. While the initial group of 80 ICs dwindled, the dedicated few saw significant improvements across the board. Here are some of the key metrics:
Post Impressions: Getting Seen
One of the most immediate impacts was on post impressions. Take Trung N, for example. His post impressions soared from 1,862 to 4,451, a staggering increase of 2,589. John O also saw a massive jump, from 12,500 to 14,526 impressions, an increase of 2,026. This wasn’t accidental. It was the direct result of consistent, thoughtful content and active engagement.
Profile Views: Who’s Checking You Out?
Increased visibility on posts naturally led to more eyes on profiles. John O’s profile views jumped from 2,918 to 3,084, an increase of 166. Trung N saw his profile views rise from 502 to 535, and David K from 720 to 751. These aren’t just vanity metrics; they indicate a growing interest in what these ICs had to offer.
Post Engagement: The Real Conversation Starter
Impressions and views are great, but engagement is where the magic happens. Trung N’s post engagement more than doubled, from 110 to 219, an increase of 109. David K and Tali H also saw healthy increases in their engagement numbers. This metric is crucial because it signifies that content is resonating, sparking conversations, and building connections.
SSI Scores: The Holistic View
Beyond individual metrics, the campaign also focused on improving SSI scores. Gunnar H achieved an impressive SSI score of 76, while Tali and Heidi both reached 73. Trung also hit 72. These scores reflect a well-rounded LinkedIn presence,
encompassing strong personal branding, effective relationship building, and consistent engagement.
The Ultimate Goal: 59 Leads and Counting
Ultimately, the success of the campaign was measured in leads. And the results were undeniable: a total of 59 leads were generated by the participating ICs. This wasn’t just about theoretical engagement; it was about tangible business outcomes.
Beyond the Numbers: What We Learned
The data tells a compelling story, but the real insights come from the experiences of the ICs themselves. This campaign wasn’t just about following a formula; it was about discovering what truly works on LinkedIn.
The Power of Video: Ricardo G’s Story
One IC, Ricardo G, saw exceptional results by posting videos of himself talking. In one instance, a video simulating a conversation between historical figures like Einstein and Steve Jobs, discussing their lives with AI, generated almost 3,000 impressions. This highlights the power of multimedia content and creative storytelling on LinkedIn. People respond to authenticity and engaging formats.
Commenting is King (or at least a very important Duke)
Many participants, like Elaine and Gunnar, noticed that commenting on other people’s posts often led to more profile visits and engagement than their own posts. This is a critical takeaway. LinkedIn’s algorithm rewards interaction. By actively engaging with others’ content, you increase your visibility, build relationships, and position yourself as a valuable contributor to the community. It’s not just about what you say, but also about how you participate in the conversation.
Consistency and Quality Over Quantity
The initial drop-off from 80 to 20-30 participants underscores a fundamental truth: LinkedIn success is a marathon, not a sprint. Those who consistently showed up, posted quality content, and actively engaged, were the ones who reaped the rewards. It’s not about posting five times a day if those posts are low-effort. It’s about three thoughtful posts a week and three genuine conversations a day.
Your Turn: How to Replicate This Success
This case study isn’t just a pat on the back for the ICs; it’s a blueprint for you, the digital marketer, to replicate their success. Here’s how you can apply these lessons to your own LinkedIn strategy:
- Track Your Metrics: You can’t improve what you don’t measure. Keep a weekly scorecard of your connections, impressions, engagement, and profile views. Tools like LinkedIn’s own analytics can help, or a simple spreadsheet will do.
- Embrace the 3-3-3 Rule: Three conversations a day, three posts a week, and comment on three prospect’s posts. This provides a solid framework for consistent activity.
- Prioritize Engagement: Don’t just post and walk away. Actively comment on other people’s content, especially those in your target audience. Ask open-ended questions, offer genuine insights, and foster real conversations.
- Experiment with Content Formats: As Ricardo’s example shows, video can be incredibly powerful. Don’t be afraid to try different formats – text, images, carousels, polls, and especially video – to see what resonates best with your audience.
- Tell Your Story: Personal stories and authentic experiences often outperform purely informational posts. Share your challenges, your lessons learned, and your unique perspective. People connect with people, not just brands.
- Be Patient and Persistent: This isn’t a quick fix. It’s a 90-day challenge for a reason. Consistency and persistence are your greatest allies on LinkedIn. The results will come, but they require dedication.
Conclusion: LinkedIn Isn’t Broken, Your Strategy Might Be
The LinkedIn Challenge proved one thing unequivocally: LinkedIn is still a powerhouse for lead generation. It’s not about some secret algorithm or a magic bullet. It’s about showing up, providing value, engaging authentically, and being consistent. Francois Muscat and the WSI ICs didn’t just run a campaign; they proved that with the right strategy and a commitment to the grind, digital marketers can turn LinkedIn from a chore into a lead-generating machine. Now go forth and conquer your LinkedIn feed. Your next lead is waiting. Need help with your or your client’s LinkedIn strategy? Contact us today.