One of the biggest challenges that business owners face is attracting - and closing new businesses. In fact, it’s the #1 reason why 90% of new business fail.
When I launched my business, I went from 0 - oversubscribed in 6 weeks and have been operating on a waiting list ever since. Why? Because my business Klowt is perceived as the best in the market. How? Because I built a credible reputation on LinkedIn that demands attention - and leads.
Leads generated through personal branding are 7x more likely to convert than leads from traditional methods.
So this isn’t just about posting content online and hoping that something goes viral. I’ve built a strategic system that allows me to push my idea customers down a funnel and convert them.
If you’re a business owner looking to attract and convert more inbound leads, here’s a tactical guide to how you can turn your personal profile into a lead magnet:
1. Set Your Goal
Every strong strategy starts with a clear goal.
Ask yourself:
- What do you want to achieve with your personal brand?
- Are you looking to generate revenue, attract clients, hire talent, or become an industry thought leader?
For example:
A startup founder might set a goal to raise funding.
A marketing agency owner might aim to build up a pipeline of value-aligned brands.
Your goal is your north star—it will guide every decision you make.
2. Work Out Who You Need to Attract
Your audience isn’t “everyone.” And your content shouldn’t be for everyone, either. The more super niche you can be with who you need to attract to make the goal happen, the more likely you will be to begin driving inbound leads.
I like to divide audiences into two sections;
Your community will advocate for you, like your content, refer you work - but never buy from you. And your customer will never like, or engage but will buy when they’re ready… because your community have shown them you’re THE option to choose.
Think about:
- Who are you trying to attract?
- Who is your community?
- Who is your customer?
- And where do they hang out online?
For example:
- The startup founder needs to attract venture capitalists - they’re the customer. But their community will likely be other founders and entrepreneurs.
- The marketing agency owner needs new business from brands big enough to afford their services. But their community is probably other marketers - because that is who influences what agencies and campaigns are deemed good or bad.
When you know who you’re trying to reach, you can create content that speaks directly to them.
Make sense? Good. On to the next.
3. Work Out What They Care About
To grab your community and your customers’ attention, you need to tap into what matters most to them.
Ask yourself:
- What are their biggest challenges?
- What questions are they asking?
- What are their motivations?
- What resonates with them?
- What kind of content will help them solve their problems?
An amazing example of this in action is Marketing Millennials. Marketing Millennials’ social media channels only talk about things that marketers will resonate with - anyone else wouldn’t understand. See the comment section? That’s what we’re aiming for.
Credit: Marketing Millennials Instagram
Back to our examples:
The startup founder needs to attract:
- Venture capitalists (customer)
- Founders and entrepreneurs (community)
To attract the VC’s, the startup founder could talk about growing the company, sharing any successes, talking about previous successful raises, company operations, approach to hiring etc - anything that ties into positioning the company in a way that looks like an attractive investment.
To attract founders, you’d want to share stories, failures, mistakes and wins - things that only other founders can relate to. Build in public - and be honest with doing it. Just remember to talk about failure in hindsight - not in real-time ;).
The marketing agency owner needs to attract.
- Business owners and CMOs (customers)
- Other marketers.
To attract the business owners and CMOs, again you’d want to share wins, previous campaigns, work you’ve done and are proud of as well as stories of growing the business, what founder life is really life - I call this “building in public”.
To attract marketers, you could go the route of marketing millennials or a bit more high-brow - share campaigns and feedback on them in real-time, give your honest opinion on things relevant to your space and share things you’ve discovered throughout your career as a marketer. The goal here is to share things that you relate to as a marketer because that is how to create resonance with other marketers!
Our primary goal here is for people to feel seen in your content. Like you’re talking directly to them. That’s what builds trust —and trust is what converts leads into clients.
(If you want deep tactical guidance on how to do this, buy The Personal Branding Playbook.)
4. Plan Your Funnel
Building a lead magnet of a profile isn’t about just posting content - you need a system.
Steal mine.
Here’s how to structure your week as a funnel:
Monday: Awareness.
The goal is to connect on a human level. Share personal posts that resonate beyond your ideal audience.
Example Hook:
- “The hardest decision I ever made… and why I’d do it again.”
- “When I started my business, I thought I had to have it all figured out. Here’s what actually happened.”
These posts build trust by showing your authenticity. They’re not about selling—they’re about relating.
Tuesday: Education.
Teach your audience something valuable. Focus on solving a problem your ideal clients face.
Example Hook:
- “Struggling to get engagement on LinkedIn? Here’s what you’re doing wrong.”
- “The 3 biggest mistakes I see founders making with their personal brands.”
Educational posts position you as a trusted expert and keep your audience coming back for more.
Wednesday: Consideration/Expertise
This is your chance to flex your expertise. Share an opinion or reflect on a topic to position yourself as an authority in your field.
Example Hook:
- “Let’s talk about why most remote work policies fail.”
- “Everyone is saying [trending topic]—but here’s why they’re wrong.”
These posts drive consideration by showing your audience why you are the go-to person in your space.
Thursday: Conversion
Now it’s time to share results and include a clear call-to-action (CTA). Highlight a recent win, client success story, or measurable impact.
Example Hook:
- “This post generated $10,000 in inbound leads for me. Here’s how I did it.”
- “One of my clients increased LinkedIn engagement by 300% in 30 days. Want to know how? Let’s chat.”
End with a strong CTA to drive your ideal customers to take action—whether that’s booking a call, signing up for a workshop, or sending you a message.
Friday: Advocacy
Finish the week by advocating for a cause or sharing personal reflections. These posts remind your audience why they connect with you as a person.
Example Hook:
- “Here’s what I wish someone told me when I started my business.”
- “Why I believe [cause/topic] matters more than ever.”
Advocacy posts humanize your brand and build long-term trust with your audience.
Why This Works
This weekly plan isn’t just about being consistent with posting content, it’s about taking people on a journey so if they are your customer, they will land in your inbox or your website forms.
- Awareness builds connection.
- Education builds value.
- Consideration builds authority.
- Conversion drives action.
- Advocacy builds loyalty.
The whole point is to balance the content between community and customers - with results resulting in, you guessed it - leads.
- Leads from personal branding are 7x more likely to convert.
- Messages shared by individuals get 561% more reach than brand accounts.
- My personal brand alone has generated $4 million+ in inbound business revenue.
People buy from people. When you build a strong personal brand, you don’t just generate leads—you attract the right leads, who are already primed to work with you.
Conclusion
This is your blueprint to generate and convert more leads for your business.
✅ Set your goal.
✅ Identify your audience.
✅ Create content that speaks to their needs.
✅ Plan your funnel.
✅ Automate and execute consistently.
Don’t overthink it—start today. Because the sooner you build your personal brand, the sooner you’ll see results.
In my opinion!
A
PS: If you found this helpful, share it with a friend.
PPS: Join Get Klowt. I run weekly sessions* to help business owners attract and convert the leads through their personal brand.
*Champions power sessions run every Tuesday at 12pm GMT. Invite only.
