The LinkedIn Operating Manual
What this is: 23 standard operating procedures covering every part of running LinkedIn, from preparing an account to booking the call. Each one is a short, do-this-then-that guide, not an essay.
Who it is for: anyone running LinkedIn outreach or content in Reachium, on day one or year four.
How to use it: find the thing you are about to do in the map below, open that SOP, work down the steps. Nothing here needs reading in order except the first time through.
How every SOP is built
Five blocks, same order, every time.
Header tells you what the SOP does, when to run it, and what has to exist first.
Before you start is the checklist that stops you running step 1 with a cold account or an empty lead list.
The steps are numbered and short. Each says what to do and where in Reachium to do it.
Do this / Not this is the two-column table of what works and the near-identical thing that does not.
Done when is the verifiable end state. All boxes ticked means move on.
The map
# | SOP | Run it when |
|---|---|---|
01 | A new account joins the workspace, or an old one has never sent | |
02 | Before any list exists. The brief everything else inherits | |
03 | Before your first send, and any time volume becomes the question | |
04 | At the start of every campaign | |
05 | The ICP is defined by role, company shape or behaviour | |
06 | Investor ICPs, or you want a list without touching a LinkedIn seat | |
07 | The leads already live in Apollo, a CRM or an event list | |
08 | Every connect-flow campaign | |
09 | Every campaign. The message that decides the reply rate | |
10 | After the first message is written, never before | |
11 | The audience is open-profile, or connecting is not worth the wait | |
12 | Any campaign over a few hundred leads | |
13 | Before you build anything in the campaign builder | |
14 | The list and the copy both exist | |
15 | During the build, before activation | |
16 | Someone replied. The clock is running | |
17 | Weekly, and before you change anything | |
18 | A number in 17 came back low | |
19 | Content day | |
20 | A post can carry a keyword and a resource | |
21 | Before the funnel in 20 can arm | |
22 | Leads arrive faster than anyone reads them |
The order, first time through
Run these once, in this order, and the machine exists.
22 when the inbox stops being something one person can hold in their head.
The rules that sit above every SOP
Caps are ceilings, not targets. Sending 25 connection requests every day from a new account is how accounts get restricted. The number you can send is not the number you should send.
Scale with more sender accounts, never with higher per-account limits. A campaign can carry up to 10 senders. That is the volume lever. There is no other one.
Change one variable at a time. Two changes to a campaign at once and you have learned nothing from either.
Name things after the ICP, not the date. "SaaS founders 11-50 US" still tells you what a list is a month later. "Scrape July" does not, and campaign names inherit from list names.
A live campaign cannot be restructured. Step text can be edited; steps cannot be added, removed or reordered once it is running. Get the shape right before activation, because afterwards the only fix is a new campaign.
Nobody activates a campaign except the person who owns it, by explicit decision. Activation is the only irreversible step in the system.
