Most business owners know they should be on LinkedIn.
But if you’ve ever logged in, stared at your half-finished profile from your corporate days, and thought “Where do I even start?”—you’re not alone.
According to Maya Stojkovich, founder of The Course Corrector and LinkedIn strategist for course creators and service providers, the secret isn’t in posting more—it’s in showing up human.
In this episode of As Good As You Are, Maya shares what it really takes to build connection, create content that converts, and make LinkedIn fun again.
The Rise of LinkedIn—and Why It’s Different
Maya didn’t start out as a LinkedIn strategist. She began by helping course creators launch their online programs and noticed a pattern:
Every single client wanted to grow on LinkedIn.
“I realized LinkedIn was this untapped B2B goldmine,” she said. “Everyone was posting and praying, but no one was treating it like a real strategy.”
So she studied the platform inside out, rebranded her business, and began helping clients use LinkedIn not as a resume—but as a relationship builder.
Start at the Drawing Board, Not the Feed
If you’re reactivating an old account, Maya’s first piece of advice is to resist the urge to delete your past.
“Your corporate history is part of your story,” she said. “Leave it—it makes you real.”
Before posting, she suggests starting behind the scenes:
- Revisit your messaging and content pillars.
- Define what you want to be known for.
- Collect stories that illustrate your beliefs and expertise.
“People post what they want to say,” she explained, “not what their audience needs to hear. Messaging comes first—posting comes second.”
What Works on LinkedIn (and What Doesn’t)
LinkedIn isn’t just another version of Instagram.
It’s a platform where people go to learn, connect, and invest.
That means text-based, educational content wins over dancing videos or polished reels.
“The best-performing posts feel like mini blog entries,” Maya said. “They teach, inspire, and open conversation.”
While you can repurpose content from other platforms, she warns against copy-pasting captions from Instagram.
“The algorithm and intention are different. LinkedIn is about depth, not dopamine.”
The Posting Strategy That Builds Trust
Maya recommends posting five to seven times per week—but with flexibility.
“You don’t have to post multiple times a day. Start with once a day, skip weekends if you need to. The goal isn’t perfection—it’s consistency.”
Her clients use a simple three-tier framework:
- Themes (3–5 core ideas your brand stands for)
- Topics (5 supporting conversations under each theme)
- Subtopics (specific stories, lessons, or tips that bring each topic to life)
By categorizing your content this way, you can track performance, test formats (text, carousel, image), and make informed decisions instead of guessing what works.
Should You Post from Your Business Page or Personal Page?
Both—but for different reasons.
Your business page acts like your website—it’s formal, informative, and consistent.
Your personal page is where people fall in love with your voice.
“Your business page builds credibility. Your personal page builds connection,” Maya explained. “People buy from people, but they research the brand.”
Lead Generation: Be a Human First
“No one wants to be sold to on LinkedIn,” Maya said.
And she’s right.
The fastest way to generate leads isn’t through cold DMs—it’s through relationships.
She encourages clients to “go make friends,” by:
- Commenting meaningfully on posts.
- Asking real questions about someone’s work.
- Following up with empathy and patience.
“Your network will save you,” she added. “If you show up genuinely, people will remember you when they need what you offer.”
The LinkedIn Features That Actually Matter
Premium and Sales Navigator: Helpful, but not mandatory.
If you’re using LinkedIn seriously for lead generation, Maya says the paid versions give you better data and visibility.
Groups: Great for networking and idea exchange—but limit yourself to one or two active ones.
Hashtags: Keep them under three. “Too many feels spammy,” she warned.
LinkedIn Articles: Comment or share only if they’re relevant. “Most are AI-generated, so use them as inspiration for your own take.”
Using AI Without Losing Your Voice
Maya is a big advocate for AI—but only as a tool, not a crutch.
“It’s great for breaking through blank-screen syndrome,” she said. “But if you use it to write your content start to finish, you lose the magic that makes people trust you.”
Her formula?
Feed AI your framework, favorite stories, and tone—and then edit like a human.
“AI can’t replicate your lived experience,” she added. “That’s your competitive edge.”
Her Final Advice
“LinkedIn should feel like a playground, not a punishment,” Maya said.
The goal isn’t to sound perfect—it’s to sound real.
Show up consistently, connect genuinely, and use the platform as it was meant to be used: to build relationships that lead to opportunities.
Because when your content reflects who you really are, you don’t have to chase clients. They’ll come find you.
If you’re a seasoned professional—a dentist, interior designer, chiropractor, therapist, or any other expert who has spent years building a solid reputation—then you may have noticed a shift in your industry. Clients are making different decisions, new competitors are entering the scene, and the way people choose businesses doesn’t feel the way it used to. […]
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