Hey everyone,

This week on Content Amplified, I got the chance to sit down with Donald C. Kelly, the founder of The Sales Evangelist, and someone who’s become a real expert at turning LinkedIn into a sales powerhouse. Donald shared some incredibly practical tips on why most people are missing out on LinkedIn and how anyone—especially B2B marketers and sales professionals—can start seeing results immediately.

Here are our three big takeaways from the conversation:

1. Most People on LinkedIn are Lurkers, Not Creators

Did you know that only about 5% of active LinkedIn users post content regularly? The vast majority are simply observers—“wallflowers” who watch but never engage. Donald shared that the reason behind this inactivity is often the perceived formality of LinkedIn as a "professional network," causing users to worry about judgment from their peers. The upside: This creates huge opportunities for marketers and sales professionals willing to share relevant, valuable content consistently.

2. Master LinkedIn with the "Connect, Share, Engage" Framework

Donald laid out his simple, three-step approach for LinkedIn success: Connect, Share, Engage. It’s about systematically connecting with ideal customers, sharing targeted content at least once a week, and engaging genuinely—no pitching, no spam. Using Sales Navigator effectively can transform your connection strategy, targeting ideal prospects who've actively posted or engaged recently.

3. Voice Messages are Your Secret Weapon

An underrated but super effective tactic: voice messages through the LinkedIn app. Imagine this—you connect with someone new and immediately follow up with a personalized voice note. No pitch, just genuine engagement. Donald explained this builds rapport quickly, sets you apart from generic messages, and opens doors for meaningful conversations.

Actionable Steps You Can Implement Immediately:

• Audit your LinkedIn connections: Are you connected with people who could actually buy from you? If not, start targeting your ICP (Ideal Customer Profile) intentionally.

• Send personalized connection requests: Reference specific content they’ve posted. Donald’s favorite phrase? “Permission to connect” – it boosts response rates.

• Commit to sharing weekly content: Posts or polls related to your industry, especially those sparking debate or sharing timely insights.

• Experiment with LinkedIn voice notes: The next time someone accepts your connection, surprise them with a brief, genuine voice message.

If you're serious about mastering LinkedIn for sales or marketing, this episode is absolutely worth your time. You can connect directly with Donald on LinkedIn—just mention "Gemini" and he'll know exactly where you're coming from.

Be sure to subscribe to Content Amplified for more practical insights, and let me know how these LinkedIn strategies work out for you.

Until next time,

Ben Ard
Host of the Content Amplified podcast