Skyrocketing your online course business with LinkedIn: actionable strategies from Richard Van Der Blom

Tl;dr: main learnings

1. Build your audience: Post consistently, use English for global reach, and balance broad content with a niche profile.

2. Create engaging content: Use document posts, videos, and polls to boost engagement; avoid text-only posts.

3. Engage your network: Respond to comments, comment on others’ posts, and send personalized connection requests.

4. Drive traffic: Use external links sparingly, leverage the featured section, and build an email list.

5. Transition to B2B: Build trust and show value with case studies to sell courses to companies.

6. Focus your efforts: Prioritize LinkedIn initially, but repurpose content for other platforms to save time.

7. Start fresh: Follow a 30-day plan to optimize your profile, post regularly, and grow your network.

As an online course creator, you’re ready to turn your expertise into a thriving business, but reaching the right audience can feel like a daunting task. While platforms like YouTube and Instagram dominate content marketing, LinkedIn stands out as an untapped goldmine for connecting with professionals eager to upskill. In a recent episode of The Online Course Guy podcast, host Jacques Hopkins sat down with LinkedIn expert Richard Van Der Blom, who boasts over 200,000 followers and a wealth of strategies for scaling online course businesses. This post distills their conversation into actionable steps, addressing key pain points like low engagement, difficulty driving traffic, and building an audience from scratch.

1. Building your LinkedIn audience from scratch

Growing a LinkedIn audience requires consistency, strategic content, and proactive networking. Here’s how to address the pain of starting with a small following.

Post consistently to boost visibility

• Why it works: Richard posts 5-6 times weekly, signaling to LinkedIn’s algorithm that he’s an active user, which increases reach. Consistency builds momentum and keeps your content in front of your audience.

• Solution to time management: Use a content calendar to plan posts in advance. Dedicate 30 minutes weekly to brainstorm topics and schedule them using tools like Buffer (Buffer).

• Actionable step: Commit to posting 5 times this week. Experiment with posting times (e.g., 7 AM or 12 PM) to find when your audience is most active.

How-to: create a content calendar

1. Choose a tool: Use Google Sheets, Notion, or Buffer to organize your posts.

2. Plan topics: Brainstorm 5-10 topics related to your course (e.g., “5 tips for career growth” for a leadership course).

3. Schedule posts: Assign each post to a specific day and time. Include a mix of formats (document, video, poll).

4. Track performance: After a month, review LinkedIn analytics to see which posts get the most engagement.

   
   

Use English for global reach

• Why it matters: Richard switched to English to reach a global audience, significantly boosting his follower growth. However, use the native language for local markets.

• Solution to audience targeting: Check LinkedIn analytics to understand your audience’s demographics. For global courses, stick to English; for regional niches, use the local language (e.g., Spanish for Latin America).

• Actionable step: Write your next post in English if targeting a global audience, or research your audience’s primary language using LinkedIn’s “Audience” tab.

Balance broad content with a niche profile

• The strategy: Keep your content broad to attract a wide audience, but niche your profile for conversions. For example, Rachel, a lawyer coaching other lawyers, should post about general career transitions to gain reach, but her profile should scream “expert for lawyers.”

• Solution to low engagement: Broad content increases likes and shares. Instead of “career tips for lawyers,” post “how to navigate a career change,” which appeals to more users but funnels them to your niche profile.

• Actionable step: Update your profile headline to reflect your niche (e.g., “helping lawyers advance their careers”) and write a broad post this week (e.g., “3 steps to a successful career pivot”).

How-to: optimize your LinkedIn profile

1. Craft a headline: Use 220 characters to describe your expertise (e.g., “online course creator | leadership training specialist”).

2. Write a summary: In 2,000 characters, explain your value and include keywords (e.g., “online courses,” “professional development”). End with a CTA like “visit my featured section for free resources.”

3. Add visuals: Upload a professional headshot and a branded background image (use Canva: Canva).

4. Use featured section: Add links to your course landing page or free mini-course. Go to “add profile section” > “featured” > “add link.”

   
   

Profile optimization checklist

Task	Description	Impact
Craft niche headline	Use keywords to describe your expertise.	Attracts target audience
Write keyword-rich summary	Explain value, include CTAs.	Improves search visibility
Add professional visuals	Professional headshot, branded background.	Enhances credibility
Use featured section	Link to courses or free resources.	Drives traffic without penalties

2. Creating engaging content that stands out

Content is your ticket to visibility on LinkedIn. Here’s how to craft posts that drive engagement, solving the pain of low likes and comments.

Choose high-performing content types

• Document posts: Slide decks (PDFs) are gold because users click through multiple slides, increasing dwell time and engagement. Richard uses 2-3 document posts weekly.

• Videos: Short (1-2 minute), vertical videos perform well due to high dwell time. Share quick tips related to your course.

• Polls: Interactive polls spark clicks and comments. Ask questions like “what’s your biggest course creation challenge?”

• Text with images: Always pair text with a visual to stand out. Richard avoids text-only posts, as they’re easily skipped.

Avoid text-only posts

• Why it fails: Richard notes, “text posts don’t stand out in the feed.” Visuals grab attention as users scroll.

• Solution: Use Canva to create simple images (e.g., quote graphics, branded headers) for every post, even if text-heavy.

• Actionable step: Create an image for your next post using Canva’s free templates.

How-to: create a document post

1. Design slides: Use Canva or PowerPoint to create a 5-10 slide deck (e.g., “5 steps to launch your course”). Keep text concise, visuals bold.

2. Export as PDF: Save your slides as a PDF file.

3. Upload to LinkedIn: In the “create post” box, click “document,” upload your PDF, and add a caption with a hook (e.g., “struggling to launch your course? Check out these 5 steps!”).

4. Encourage engagement: End with a CTA like “comment with your biggest takeaway!”

   
   

How-to: create a video post

1. Record video: Use your phone to record a 1-2 minute vertical video (e.g., “why I created my course”). Ensure good lighting and audio.

2. Edit (optional): Use CapCut (CapCut) to add captions or effects.

3. Upload to LinkedIn: In “create post,” select “video,” upload, and add a caption with a CTA (e.g., “learn more in my free guide: [link]”).

4. Monitor engagement: Reply to comments within 24 hours to boost visibility.

   
   

Content types and benefits

Content Type	Description	Benefits	Best Use Case
Document post	PDF slide deck with multiple pages	High dwell time, multiple clicks	In-depth tutorials or tips
Video post	1-2 minute vertical video	Engaging, high dwell time	Quick tips or course teasers
Poll	Question with 3-4 answer options	Encourages clicks, gathers insights	Audience research or engagement
Text with image	Text post with a visual element	Stands out in feed, moderate engagement	Quick updates or thought leadership

3. Engaging with your network

Engagement builds relationships and boosts your visibility. Here’s how to address low engagement through interaction.

Respond to comments promptly

• Why it works: Replying to comments signals to LinkedIn that your post is valuable, increasing its reach. It also builds trust with your audience.

• Solution to time management: Set aside 15 minutes daily to reply to comments. Prioritize questions or insightful remarks.

• Actionable step: Reply to all comments on your next post within 24 hours, adding value (e.g., “great question! Here’s a quick tip…”).

Comment on others’ posts

• Why it matters: Richard gains 50-60 followers per comment on high-profile posts by engaging with influencers like Justin Welsh. This taps into their audience.

• Solution to low engagement: Comment on posts from 3-5 influencers in your niche this week. Add value (e.g., “great point! I’ve seen [related strategy] work well”).

• Actionable step: Search for posts using hashtags like #OnlineLearning and leave thoughtful comments.

Send personalized connection requests

• Why it’s effective: Richard suggests a 90% acceptance rate for personalized requests. Proactively connecting grows your network.

• Solution to audience building: Send 5 connection requests daily to relevant professionals.

How-to: send a connection request

1. Search for prospects: Use LinkedIn’s search bar with keywords (e.g., “course creators” or “HR managers”).

2. Personalize the invite: Click “connect” and add a note (e.g., “loved your post on [topic]. Let’s connect!”).

3. Follow up: If accepted, send a thank-you message with a free resource (e.g., “thanks for connecting! Here’s my free guide on [topic]”).

4. Driving traffic to your course

Converting your LinkedIn audience into course buyers is tricky due to algorithm penalties. Here’s how to solve the pain of driving traffic.

Use external links strategically

• The challenge: LinkedIn reduces reach for posts with external links, as confirmed by Hootsuite research. Richard advises using links only for critical conversions (e.g., webinar sign-ups).

• Solution: Place links in the post body for clarity, not comments, to avoid losing conversions. Limit link posts to once every 2 weeks.

• Actionable step: Create a post promoting a free webinar with the sign-up link in the body (e.g., “join my free course creation webinar: [link]”).

Leverage the featured section

• Why it’s useful: Links in your profile’s featured section don’t trigger penalties. Use it for course pages or free resources.

• Solution: Add your course link to the featured section to drive traffic without sacrificing post reach.

• Actionable step: Update your featured section with a link to your course or lead magnet today.

How-to: add links to featured section

1. Go to profile: Click “add profile section” > “featured.”

2. Add link: Select “add link” and paste your course URL or lead magnet (e.g., “free course creation guide”).

3. Customize title: Use a compelling title (e.g., “download my free guide”).

4. Promote in posts: Mention the featured section in posts (e.g., “check out my free guide in my profile!”).

   
   

Build an email list early

• Why it’s crucial: Richard started his email list to avoid relying on LinkedIn’s “rented ground.” Email conversions are higher than LinkedIn, per industry stats.

• Solution to audience building: Offer a lead magnet (e.g., a free mini-course) to convert followers into subscribers. Use Mailchimp (Mailchimp) for email management.

• Actionable step: Create a lead magnet this week and promote it in a LinkedIn post.

How-to: build an email list

1. Create a lead magnet: Develop a free resource (e.g., “10 course creation mistakes to avoid” as a PDF).

2. Set up a landing page: Use Mailchimp or Leadpages (Leadpages) to create a sign-up page.

3. Promote on LinkedIn: Post about the resource with a link (e.g., “download my free guide: [link]”). Place the link in the post body.

4. Nurture subscribers: Send a welcome email, followed by a 3-email sequence introducing your course.

Conversion strategies

Strategy	Description	Pros	Cons
External links	Include links in post body for conversions	Directs to course page	Reduces post reach
Featured section	Add links to profile’s featured section	No algorithm penalties	Requires profile visits
Email list	Offer lead magnet to collect emails	Higher conversions, control	Requires setup and nurturing

5. Transitioning from B2C to B2B sales

Shifting to B2B sales (e.g., selling courses to companies) can be intimidating. Richard advises treating B2B clients like B2C by building trust and showing value.

Build trust with decision-makers

• How: Engage with corporate leaders via personalized messages or content. For example, comment on an HR manager’s post with a relevant insight.

• Solution to B2B sales: Share case studies in posts (e.g., “how my course helped a team boost productivity by 20%”).

• Actionable step: Write a post about a B2B success story this week and tag relevant companies.

Demonstrate value

• How: Use testimonials or data to show how your course benefits teams. For example, “our course trained 50 employees, saving $10,000 in external training.”

• Solution: Join LinkedIn groups for HR or training professionals and share your case studies.

• Actionable step: Search for 3 LinkedIn groups in your niche and post a case study this week.

How-to: create a B2B case study post

1. Write the story: Describe a company’s challenge, your course’s solution, and results (e.g., “Company X saved $10,000 with our training”).

2. Add a visual: Create a Canva graphic with a quote from the case study.

3. Post on LinkedIn: Include a CTA like “want to upskill your team? DM me!” Avoid external links to maximize reach.

4. Engage: Reply to comments and connect with interested professionals.

   
   

6. Focusing your efforts

The pain of time management often pushes course creators to spread themselves thin across multiple platforms, reducing their impact and leading to burnout. Richard Van Der Blom’s success on LinkedIn, where he’s cultivated over 200,000 followers, demonstrates that focusing on one platform initially can yield powerful results, especially when your target audience of professionals and decision-makers is active there. However, Richard also maximizes efficiency by repurposing LinkedIn content for platforms like YouTube and plans to explore Instagram for LinkedIn-related advice. This section provides strategies to prioritize LinkedIn while saving time through content repurposing, ensuring you can maintain a strong presence without overwhelming your schedule.

Why prioritize LinkedIn

• Targeted audience: LinkedIn’s 930 million users are professionals seeking career advancement, perfectly aligning with online course goals. Unlike Instagram’s broader audience, LinkedIn users are often decision-makers or learners, ideal for course promotion.

• Algorithm advantage: LinkedIn’s algorithm rewards consistent, value-driven content, offering better visibility for educational posts compared to oversaturated platforms like TikTok.

• Time efficiency: Mastering one platform reduces the time spent learning multiple algorithms, allowing you to refine your strategy and build momentum.

• Solution to time management: Focusing on LinkedIn first lets you establish a strong presence with less effort than managing several channels simultaneously.

Repurpose content for maximum reach

• How it works: Create a core LinkedIn post (e.g., a slide deck) and adapt it for other platforms. For example, a LinkedIn document post on “5 course creation tips” can become an Instagram carousel, a YouTube short, or a blog post, extending your reach with minimal extra effort.

• Tools to streamline: Use Buffer (Buffer) to schedule posts across platforms, Canva (Canva) to adjust visuals for different formats, and CapCut (CapCut) to edit videos quickly.

• Batch creation: Dedicate one day monthly to create 4-6 core LinkedIn posts, then repurpose them over the month. For instance, spend 2 hours creating slide decks and 1 hour adapting them for Instagram, saving up to 50% of content creation time.

• Solution to time management: Repurposing allows you to maintain a presence on 1-2 additional platforms without creating new content from scratch.

How-to: repurpose a LinkedIn post

1. Create core content: Design a LinkedIn document post (e.g., “6 mistakes to avoid in course creation” with 6 slides) using Canva, focusing on your course niche.

2. Adapt for Instagram: Resize slides in Canva for a carousel, add engaging captions (e.g., “Swipe to avoid these course creation pitfalls!”), and post.

3. Convert to video: Record a 60-second summary of the post on your phone, edit with CapCut to add captions, and upload to YouTube or LinkedIn.

4. Write a blog post: Expand the slide deck into a 600-word blog post for your website or Medium, embedding the LinkedIn post for cross-promotion.

5. Schedule posts: Use Buffer to post the LinkedIn version on Monday, Instagram on Wednesday, YouTube on Friday, and blog on Sunday.

Actionable steps:

• This week: Create one LinkedIn post (e.g., a slide deck or poll) and repurpose it for Instagram or YouTube by Wednesday.

• Next week: Set up Buffer to schedule posts for LinkedIn and one other platform, saving 1-2 hours weekly.

• Pro tip: Use analytics (LinkedIn’s “dashboard” or Instagram Insights) to identify which platform drives the most engagement, then prioritize it after 30 days.

Content repurposing plan

Platform	Content Type	Adaptation	Time Estimate	Posting Day
LinkedIn	Document post (6 slides)	Original slide deck on course tips	30 min	Monday
Instagram	Carousel (6 images)	Slides resized, new captions	15 min	Wednesday
YouTube	60-sec video	Summary of slides with voiceover, captions	45 min	Friday
Blog/Website	600-word post	Expanded text, embed LinkedIn post	1 hr	Sunday

When to expand to other platforms

• Timing: Focus exclusively on LinkedIn for 3-6 months until you have 1,000 followers or consistent engagement (e.g., 30+ likes/comments per post). Then, add one additional platform to scale your reach.

• Platform selection: Choose platforms where your audience is active. For example, YouTube is great for in-depth tutorials, while Instagram works for visual snippets if targeting younger professionals.

• Solution to time management: Limit to 1-2 additional platforms to avoid burnout. Repurpose LinkedIn content rather than creating new material, maintaining efficiency and consistency.

7. Starting fresh: your LinkedIn roadmap

Starting from scratch on LinkedIn can feel daunting, but a structured 30-day plan empowers you to build a solid foundation for promoting your online course. This roadmap leverages Richard’s strategies (profile optimization, consistent posting, proactive networking, and lead generation) to address the pain of building an audience with no followers. Below is a detailed week-by-week breakdown, followed by a content calendar to keep you organized. Each week includes specific tasks, tools, time estimates, and solutions to common challenges, ensuring you can take immediate action.

Week 1: establish your presence

• Goal: Create a professional profile and start posting to build credibility and initial visibility.

• Profile optimization: Update your headline, summary, visuals, and featured section to position yourself as an expert in your course niche (e.g., “online course creator | leadership training specialist”).

• Content plan: Share 3 posts to introduce yourself and your expertise, using varied formats (document, video, poll) to test audience response and maximize engagement.

• Networking: Send 10 personalized connection requests to peers, potential clients, or influencers in your niche to start growing your network.

• Engagement: Reply to any comments on your posts within 24 hours to boost algorithmic reach and build trust.

• Pain point addressed: Establishes credibility for new users, overcoming the challenge of starting with zero visibility.

• Tasks and time estimates:

  • Update profile (1 hr): Craft a 220-character headline, 2,000-character summary with keywords (e.g., “online courses,” “professional development”), and add a Canva-designed background image.

  • Create document post (30 min): Introduce your course topic with a 5-slide deck (e.g., “why I created my leadership course”).

  • Record video (45 min): Share a 1-minute clip on your expertise using your phone, edited with CapCut for captions.

  • Post poll (15 min): Ask about your niche (e.g., “what’s your biggest leadership challenge?”).

  • Send 10 connection requests (30 min): Search for professionals using keywords like “leadership training” and personalize invites (e.g., “saw your post on [topic]. Let’s connect!”).

• Actionable steps:

  • Update your profile today using the how-to guide from the “building your LinkedIn audience” section.

  • Schedule 3 posts for Monday, Wednesday, and Friday using LinkedIn’s native scheduler.

  • Search for 10 niche professionals (e.g., via hashtags like #Leadership) and send requests by Friday.

• Pro tip: Use LinkedIn’s search filters (e.g., “2nd-degree connections,” “industry”) to find relevant professionals for connection requests.

How-to: craft an introductory document post

1. Design slides: Use Canva to create a 5-slide deck (e.g., “my journey to [course topic]”). Include your background, course value, and a CTA (e.g., “comment with your goals”).

2. Export as PDF: Save the file as a PDF.

3. Post on LinkedIn: Click “document” in the “create post” box, upload the PDF, and add a caption (e.g., “new to LinkedIn? Here’s why I’m passionate about [niche]”).

4. Engage: Reply to comments within 24 hours to increase reach and foster connections.

   
   

Week 2: gain traction

• Goal: Increase posting frequency and expand your network to boost visibility and engagement.

• Content plan: Share 4 posts (2 document posts, 1 text with image, 1 poll) to provide value and spark interaction. Focus on tips or insights related to your course to attract your target audience.

• Networking: Send 15 connection requests and comment on 10 posts from influencers or peers to tap into their audiences and gain followers.

• Engagement: Reply to all comments on your posts and initiate conversations with new connections via DMs to build relationships.

• Pain point addressed: Accelerates audience growth by combining consistent content with strategic networking.

• Tasks and time estimates:

  • Create first document post (30 min): Share 3-5 tips (e.g., “3 steps to start your course creation journey” with a 6-slide deck).

  • Create text with image post (20 min): Design a quote graphic in Canva (e.g., “learning unlocks potential”).

  • Create second document post (30 min): Share a mini case study (e.g., “how my course helped a client succeed” with 5 slides).

  • Post poll (15 min): Ask about audience preferences (e.g., “which course format do you prefer: video or text?”).

  • Send 15 connection requests (45 min): Send 3 daily with personalized notes (e.g., “loved your insight on [topic]. Let’s connect!”).

  • Comment on 10 posts (30 min): Leave 2 thoughtful comments daily using hashtags like #OnlineLearning or #CourseCreation.

• Actionable steps:

  • Schedule 4 posts for Monday, Tuesday, Thursday, and Friday using LinkedIn’s scheduler.

  • Search for influencers in your niche (e.g., use #CourseCreation) and comment on their posts with value-added insights (e.g., “great tip! I also find [strategy] works well”).

  • Send 3 connection requests daily, following up with a thank-you DM if accepted (e.g., “thanks for connecting! Here’s a free resource on [topic]”).

• Pro tip: Comment on posts with high engagement (100+ likes) to maximize visibility to their audience.

Week 3: convert followers to leads

• Goal: Start building an email list to secure your audience off LinkedIn, ensuring long-term control.

• Lead magnet: Create a free resource (e.g., a PDF guide or mini-course) and promote it in a post with a landing page link to collect emails.

• Content plan: Share 5 posts (2 document posts, 1 video, 1 poll, 1 text with image). Include a CTA to your lead magnet in one post to drive conversions.

• Networking: Send 20 connection requests and comment on 15 posts to increase exposure and attract more followers.

• Featured section: Add your lead magnet link to your profile’s featured section to drive traffic without post penalties.

• Engagement: Reply to comments and DM followers who engage with your lead magnet post to nurture leads.

• Pain point addressed: Converts followers into email subscribers, addressing the risk of relying solely on LinkedIn’s platform.

• Tasks and time estimates:

  • Create lead magnet (2 hr): Develop a 5-page PDF (e.g., “5 course creation mistakes to avoid”) using Canva.

  • Set up landing page (1 hr): Use Mailchimp (Mailchimp) or Leadpages (Leadpages) to create a sign-up form.

  • Create document post for lead magnet (30 min): Promote the resource (e.g., “download my free guide: [link]” with a 5-slide deck).

  • Record video (45 min): Explain the lead magnet’s value in a 1-minute clip, edited with CapCut.

  • Create second document post (30 min): Share course-related tips (e.g., “3 tools for course creators” with 6 slides).

  • Post poll (15 min): Ask about audience goals (e.g., “what’s your course creation goal?”).

  • Post text with image (20 min): Share a tip with a Canva graphic (e.g., “start small, scale big”).

  • Send 20 connection requests (1 hr): Send 4 daily with personalized notes.

  • Comment on 15 posts (45 min): Leave 3 comments daily using relevant hashtags.

• Actionable steps:

  • Create a lead magnet by Friday and set up a landing page using Mailchimp.

  • Schedule 5 posts for Monday through Friday, with the lead magnet post on Wednesday.

  • Add the lead magnet link to your featured section via “add profile section” > “featured.”

  • Comment on 3 posts daily and send 4 connection requests daily.

  • DM 3-5 followers who comment on your lead magnet post, offering further value (e.g., “glad you liked the guide! Any specific course creation questions?”).

• Pro tip: Use a short, compelling landing page headline (e.g., “Grab Your Free Course Creation Guide!”) to boost sign-up rates.

How-to: create a lead magnet

1. Choose a topic: Address a key pain point your course solves (e.g., “how to pick a profitable course topic”).

2. Create content: Write a 5-page PDF or record a 10-minute video using Canva or Loom (Loom).

3. Design: Use Canva to add visuals and branding for a professional look.

4. Set up landing page: Create a sign-up page in Mailchimp or Leadpages with a form to collect emails.

5. Promote: Post on LinkedIn with a link in the body (e.g., “download my free guide: [link]”) and add to your featured section.

Week 4: optimize and scale

• Goal: Refine your strategy based on analytics and scale efforts to attract more followers and leads, including potential B2B clients.

• Content plan: Share 5 posts (2 document posts, 1 video, 1 poll, 1 text with image). Include a B2B-focused post or success story to appeal to corporate decision-makers.

• Analytics: Review LinkedIn analytics to identify top-performing posts, optimal posting times, and audience demographics to inform future content.

---

LinkedIn is a powerhouse for online course creators, offering access to professionals hungry for knowledge. By implementing Richard Van Der Blom’s strategies of consistent posting, engaging content, strategic linking, and proactive networking, you can overcome low engagement, drive traffic, and build a loyal audience. Start today by optimizing your profile, posting your first document post, and sending 5 connection requests.