Most people log into LinkedIn, scroll for a bit, maybe drop a "great post!" on something, and log out. Twenty minutes gone. Nothing to show for it. If that sounds familiar, you're not alone — and you're not lazy. You just don't have a system.

The problem isn't that LinkedIn doesn't work for B2B. It does. 80% of B2B social leads come from LinkedIn. The problem is that most founders and sales teams treat their daily LinkedIn login like a coffee break instead of what it actually is: the highest-leverage 10 minutes in their sales day.

Here's how to fix that.

The Scroll-and-Hope Trap

There's a default pattern most people fall into after they log in. Open LinkedIn. Check notifications. Scroll the feed. Like a few posts. Maybe comment something generic. Close the tab. Repeat tomorrow.

It feels productive because you're "being active on LinkedIn." But activity isn't the same as progress. You're not building relationships with the right people. You're not creating content that attracts your ideal customers. And you're definitely not turning any of that engagement into actual conversations.

The harsh truth: if your LinkedIn routine doesn't end with at least one meaningful conversation started, you've wasted the session. Likes and comments are nice, but they don't fill your pipeline. Conversations do.

The 10-Minute LinkedIn Routine That Actually Works

This isn't complicated. It's three steps, every day, right after you log in. Ten minutes. No fluff.

Minutes 1–3: Publish or queue something.

You don't need to write a masterpiece every day. Two to three solid posts a week is plenty — the data backs this up. But you do need to be consistent, and your content needs to speak directly to the problems your ideal customers have.

If you're a SaaS founder selling to e-commerce brands, don't post about "leadership lessons." Post about churn, retention, CAC payback — the stuff your prospects are actually losing sleep over. The goal isn't to go viral. It's to make the right 50 people think "this person gets it."

If you've already posted today, skip to step two. But have something queued for tomorrow before the week starts.

Minutes 4–7: Engage with intent.

This is where most people get it wrong. They engage randomly — whatever pops up in the feed. Instead, be deliberate. Find 3–5 posts from people in your target market or their orbit. Leave comments that actually add something: a contrarian take, a relevant experience, a specific question.

Why does this matter? Two reasons. First, the algorithm rewards early engagement — your comment on someone else's post puts you in front of their audience. Second, and more importantly, you're building familiarity with prospects before you ever reach out. When you eventually send them a message, you're not a stranger. You're "that person who always has good takes on [topic]."

Fifteen minutes of strategic commenting is worth more than a week of posting into the void.

Minutes 8–10: Reach out to someone warm.

This is the step that turns LinkedIn from a content platform into a sales channel. And it's the step almost everyone skips.

Look at who engaged with your recent content. Someone commented on your post about outbound strategy? Someone from a target account liked your take on B2B content? Those are signals. That person was thinking about the problem you solve, right then.

Send them a message. Not a pitch — a conversation starter. Something like: "Saw your comment on my post about [topic]. Sounds like you're thinking about this — we've been helping [type of company] with exactly that. Worth a quick chat?"

That's not cold outreach. That's warm outreach with built-in context. And the response rates are dramatically better than anything you'll get from a generic sequence.

Why This Works: Signals Over Spray-and-Pray

The old playbook was simple: build a list, write a sequence, blast it out, hope for a 2% reply rate. It worked — sort of — when everyone's inbox wasn't already drowning in templated messages.

The new playbook is signal-based. Instead of guessing who might be interested, you look at who's already showing interest through their behaviour on LinkedIn. Comments, likes, shares, profile views — these are all buying signals hiding in plain sight.

The problem is doing this manually at any kind of scale. You can track five or ten engagements yourself. But once your content starts getting traction, you might have 50 or 100 people engaging per week. You can't manually cross-reference all of them against your ICP, check if they're at a target account, and prioritise who to message first.

This is exactly what we built Ghost to do. It tracks intent signals across your LinkedIn content — who's engaging, how often, and whether they match your ideal customer profile — so your daily login includes a ready-made list of warm prospects to reach out to. No spreadsheets. No guesswork. Just the people who are already paying attention.

The Compound Effect

Here's what happens when you do this consistently for 30 days. You'll have published 8–12 pieces of content that position you as someone who understands your market. You'll have left 60–100 thoughtful comments that put you on prospects' radars. And you'll have started 20–30 warm conversations with people who were already thinking about the problem you solve.

That's a pipeline. Built in 10 minutes a day from your LinkedIn login.

Most founders spend more time than that scrolling with nothing to show for it. The difference isn't time — it's having a system.

Your daily LinkedIn login is either the most productive 10 minutes of your day or a complete waste of time. The routine above makes it the former.

Want to see who's already engaging with content in your space — and reach out while they're still warm? Try Ghost free →

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