LinkedIn Posts

Authority Positioning

• Audience: Heads of engineering, CTOs, and senior backend developers at UK companies of 30-300 people, who influence tooling decisions and are concerned about infrastructure spend.
• Core problem: Overspending on managed services without considering the full costs, including on-call burdens.
• What you want to be known for: Helping teams make informed decisions about self-hosting versus managed services, and reducing infrastructure costs without sacrificing reliability.
• Offer or outcome: Inbound consulting leads for two-week infrastructure cost reviews, where you audit a team's managed service spend and provide honest recommendations on what to self-host.
• Authority line: I help UK engineering teams stop overspending on managed services, without sacrificing reliability.
• Proof assets to use:
  • Nine completed infrastructure cost reviews
  • A client who cut £4,100/month without adding headcount
  • A public power-draw audit series

The line I rejected: "I help companies save money on infrastructure" - this line is weaker because it doesn't specify the target audience or the unique value proposition.

Before you use this: To strengthen the authority line, consider gathering more specific data on the average cost savings achieved through your consulting services, and more testimonials from satisfied clients.

Content Pillars

Idea Bank

1. Most Teams Overpay for Managed Postgres by 4-8x

   • Pillar: Cost Audit Lessons
   • Source material: Nine completed reviews
   • Goal: Reframe a diagnosis
   • CTA direction: Schedule a consultation

2. The One Setting That Saved Me from Binning My Self-Hosted Server

   • Pillar: Self-Hosting Mastery
   • Source material: Personal experience with self-hosted infrastructure
   • Goal: Start an argument
   • CTA direction: Download the self-hosting checklist

3. Why On-Call Burdens Evaporate the Savings from Self-Hosting

   • Pillar: On-Call Burden
   • Source material: Insights from the raw material
   • Goal: Show proof
   • CTA direction: Learn how to calculate the true cost

4. How One Client Cut £4,100/Month Without Adding Headcount

   • Pillar: Cost Audit Lessons
   • Source material: Client success story
   • Goal: Let a lead self-qualify
   • CTA direction: Get in touch for a customized infrastructure strategy

5. The Top 3 Mistakes Teams Make When Self-Hosting Infrastructure

   • Pillar: Self-Hosting Mastery
   • Source material: Personal experience and lessons learned
   • Goal: Spark comments from operators
   • CTA direction: Share your own self-hosting horror story

Week 1

Post 1 - The Hidden Costs of Managed Services

Format: Text · Pillar: Cost Audit Lessons · Goal: Show proof
Suggested slot: Tuesday, 10:00-11:00 AM - when engineering teams are planning their infrastructure spend

Hook options:

1. "Are you overspending on managed services?" - earns the click by addressing a common pain point
2. "Cut your infrastructure costs by up to 80%" - earns the click by promising a significant cost savings
3. "The surprising truth about managed services" - earns the click by piquing curiosity
   Recommended: 1, because it directly addresses the target audience's concern

Draft:

As a backend engineer with 11 years of experience, I've seen many teams overspend on managed services without considering the full costs. One client was paying £11,400/month for an environment that could be self-hosted for £1,900. The key to making informed decisions is to factor in the often-overlooked costs of on-call burdens.

In my experience, teams that self-host their infrastructure can save up to 80% on their monthly spend. However, it's crucial to weigh the benefits against the potential drawbacks, including the on-call burden.

Lead Follow-Up Prompts

Warm comment reply

1. Saw your comment on the infrastructure cost post. What's your current biggest challenge with managed services?
2. Thanks for sharing your experience with self-hosting. Would you like to discuss how to optimize your infrastructure for cost savings?
   Use when: Someone comments with interest on a post about infrastructure costs or self-hosting.

DM opener

1. Hi, I saw your question about on-call burdens and self-hosting. I'd be happy to help you calculate the true cost of on-call burdens and make informed infrastructure decisions.
2. Hi, I noticed you're interested in infrastructure cost optimization. Would you like to schedule a consultation to identify potential cost savings in your infrastructure?
   Use when: Someone asks a real question or shows interest in infrastructure cost optimization.

Soft-sell transition

1. Based on your experience with managed services, I think my two-week infrastructure cost review could help you identify areas for cost savings and optimize your infrastructure for maximum efficiency.
2. Given your interest in self-hosting, I'd like to offer my expertise in helping teams make informed decisions about self-hosting versus managed services, and reducing infrastructure costs without sacrificing reliability.
   Use when: The conversation has earned a mention of the offer.

Execution Notes

Cadence: Given the creator's current presence and the goal of establishing authority, it's recommended to post three times a week for the next four weeks. This cadence allows for a consistent flow of content and helps to attract and engage the target audience.

Replying: Answering early comments quickly is crucial, as it shows that the creator values their audience's input and is willing to engage in a conversation. Aim to respond within 2-3 hours of posting, or as soon as possible if the comment requires a more thoughtful response.

What to measure: Watch for profile views, comments from the target audience, DMs started, saves, and reply quality. These metrics indicate whether the content is resonating with the target audience and whether the creator is establishing authority.

If one post hits: If a post performs exceptionally well, consider running a similar post again, but with a different angle or perspective. This could involve exploring a related topic, sharing a different success story, or providing additional insights on a specific aspect of infrastructure strategy.