social media, linkedin for small business

Using LinkedIn for Small Business Growth – Do You Need Help?

Maybe you’re still not sure if LinkedIn is a good platform for your business.

Having launched way back in 2003, LinkedIn keeps growing and – in 2022 – currently has around 810 million users. While this number is much smaller than Facebook or YouTube, LinkedIn has a much narrower objective with those people using it having a focus on business and professional development.

A Business Insider study found that LinkedIn is the most trusted social media network. While a Hubspot study confirms that LinkedIn provides the highest level of lead conversion rates of any social media platform, pulling people to your website for conversion.

For most small businesses – particularly B2B – LinkedIn marketing should have a place in your strategy.

LinkedIn Marketing – Making it Work

I’m going to share my four areas of development which will help you use LinkedIn more effectively.

1. Get Set-Up

Set Goals

You’ll only know if any marketing is effective if you have goals to measure against. So, as part of your marketing strategy, consider what you want out of LinkedIn:
– Are you looking to sell directly through it? Increase your following? Or grow your network?
– Who are you talking to? Potential customers? Suppliers? Or collaborators?

Have a clear picture of who you are reaching out to and what results you are looking for.

Make A Plan

To attain those goals you’ll need a plan – how you’ll reach people, engage them and convince them to take action. Like any marketing, without a plan you’ll likely find yourself randomly throwing out messages hoping that someone will respond.

Creating a plan not only gives you a path – leading you and your audience to the destination you’d hoped – it makes your marketing activity much easier to undertake as you have a focus.

Optimise Your Profile and Company Page

I’ve talked before – often – about the importance of creating a LinkedIn profile which engages your audience and created this awesome infographic to help. Ensure your personal profile presents you as someone people will want to connect with.

But what about a company page? Do you need one? Well, I think this depends on your business.

While it’s nice to be able to search on your business name and have a cool company page returned, if you are a solo/freelancer/sole-trader/standalone-person-who-does-everything-themself, a LinkedIn business page may be unnecessary. Most of your activity will be on your personal profile and most people will know to come to you for your company posts – in fact a separate company page may get neglected (erm… yes, speaking from experience).

With any more than one person in your company, however, I’d suggest that a company page is beneficial [this may be something I have to write about in a future blog]. A company page will allow you to keep a single brand vision and focused message while employee personal profiles will (hopefully) reinforce that tone but with individual perspectives.

Both personal profiles and company pages should contain words and phrases which appeal to your ideal audience making it easy for people to find you.

2. Create Content

Engaging Content

Your content should relate to the interests and needs of your audience, talking in their language and engaging them – you want your audience to read, share, connect and follow through. My post Business Writing – Do You Know Your Reader and How to Attract Their Attention? might help you with this.

Use Different Media

Using a variety of post styles and media is good.

While we know
photos work better than text only
video posts are more likely to be shared
– longer posts perform better and are more likely to be shared.

We also know that these things might change in the future, so do what works for you and your audience – reflecting on the performance of the content you put out to guide your future posts.

Link to Your Website

As I mentioned in the introduction, LinkedIn is incredibly effective for drawing leads to your website and getting conversions. You’ve built up trust with your recognisable face, or brand, and shown your audience what you know and why they should engage with you. Thank you, LinkedIn!

Don’t forget, then, to ensure your content is engaging and actually points people where you want them to go… your website.

Be Consistent

Set your target for consistent posting – once a month, twice a week, three times daily… Yes, reaching out more often will increase your chances of being seen but don’t commit to posting multiple daily posts if you won’t do it – failure isn’t motivating.

The plan you’ve made – including multiple post types, some of which are really simple to create – will make it easier for you to post because you don’t have to come up with ideas on the spot. When you know what you want to achieve it’s much easier to post.

If your plan is realistic, your posting schedule should be too.

3. Reach out


LinkedIn Ads are designed to be simple and effective, you’re reaching decision-makers around the world who are on a platform designed to do business.

Once you’ve established your profile and developed your credibility, show people how to buy and you’ve already pushed past many of the usual obstacles.

Messaging or Mail

Once you’ve found someone who will make a good connection, how do you take that first step?
– Comment on their posts
– Follow them or send a connection request
– Send a message through LinkedIn
– Or email them

If you believe you have something to offer, or learn, this is a platform built to extend networks. Personal messages should be great.

LinkedIn has got a bit of a reputation recently though, for people sending spam or sales-y messages. Don’t be one of those.

Like any marketing, building trust and integrity will give you a solid foundation; take your time to understand people and build relationships for real results.


LinkedIn groups bring together people with a similar focus so they are a great place to meet people you might want to establish a connection with. Search for groups of interest and you might find some beneficial connections there.

4. Review

Your Strategy

Setting a strategy for your marketing is essential but you’ll need to keep it under review. Your business might change, and so might the environment you’re working in, regular reviews of your marketing strategy will ensure you aren’t wasting time and effort.

Your Profiles

Again, your profile should be regularly reviewed. Make sure the focus of your profile is aligned with your current marketing goals and your message clear.

Helping You Grow Your Business With LinkedIn

I hope this post has given you some things to think about when you’re considering what LinkedIn can do for you.

How do you find LinkedIn? I hope there were some helpful new ideas in this post, I’d love to hear your thoughts.

If you’d like to talk about how you could get more from LinkedIn, drop me an email at or book a call below.