LinkedIn strategy
Turn your experience into trust, visibility and better conversations
You don’t need to become an influencer to make LinkedIn useful.
You need to help the right people understand what you do, see how you think and remember you when a relevant need comes up.
That means showing the people behind the business, sharing useful ideas from real work and making it easy for someone to take the next step.
01
Before you plan posts, choose the business result you want. For example:
You can have more than one goal, but pick a main one. It will help you decide what to talk about and what a useful result looks like.
A post with fewer views but a relevant enquiry may have done more for the business than a widely shared post that reached the wrong people.
“A post with fewer views but a relevant enquiry may have done more for the business than a widely shared post that reached the wrong people.”
02
When someone visits your profile, they should quickly understand who you help, what you help them do and why they might trust you.
Your headline should say more than your job title. State your role and the value you bring.
“Helping construction teams find reliable power solutions | UK Country Manager at Lee’s Power”
Your About section should explain:
Write it in the first person. It’s your profile, so it should sound like you.
Your Featured section can point people to useful proof or next steps: a case study, interview, video, service page, newsletter or booking link.
Your profile picture and banner should look professional and current. They don’t need to be elaborate.
03
Don’t try to post about everything. Pick a few themes that connect your experience to the people you want to reach.
For a personal trainer, that might be:
For a restaurant owner:
For an engineering business:
The details should come from your real work. Your experience is more useful than a list of generic tips.
04
A useful LinkedIn presence does more than promote an offer. Rotate between posts that:
Share an informed observation, a common misconception or a useful industry point of view.
Explain a process, answer a customer question or share how you approach a problem.
Show a project, a decision, a lesson or the people behind the work. Be specific about what happened; don’t claim results you can’t support.
Explain what you offer, who it’s for and how to find out more.
You don’t need a fixed ratio. Make sure people get a reason to trust you before every post asks them to buy.
“Make sure people get a reason to trust you before every post asks them to buy.”
05
Two or three useful posts a week is a reasonable starting point if you can sustain it. One good post each week is better than a burst of daily posts followed by silence.
A simple three-post week could look like this:
You can write a post, record a short video or share a photo with a useful explanation. Choose the format that helps you communicate the idea. You don’t need to make every post a polished video.
06
You probably already have useful material. Keep a running list of:
A short voice note after a meeting or job can capture an idea before you forget it. Turn the strongest ideas into posts later.
07
Start with the point you want to make. Use a real example. Explain why it matters to the reader.
“People often ask if strength training has to feel intimidating. Most of my clients don’t need a complicated programme. They need to feel comfortable enough to keep showing up.”
That is more useful than opening with a sweeping claim about how “everything you know about fitness is wrong.”
Keep paragraphs short enough to read on a phone, but don’t chop every sentence onto a separate line. Use clear language and remove jargon that your audience wouldn’t use.
You don’t have to add a question at the end of every post. A direct invitation makes sense when there’s a relevant next step. Sometimes the post can simply make a useful point.
08
Posting is only part of LinkedIn. Spend a little time responding to comments and joining conversations with relevant customers, peers and partners.
A useful comment adds an example, a perspective, a question or a practical detail. “Great post” rarely gives anyone a reason to remember you.
You can also use comments to learn what people care about. If the same question keeps coming up, it may deserve a post of its own.
“Great post” rarely gives anyone a reason to remember you.
09
Decide what you want an interested person to do. Depending on your business, that might be:
Make the next step easy to find on your profile. In posts, mention it when it fits. Don’t turn every useful post into a sales pitch.
10
After a month, look beyond likes. Ask:
Use those signals to plan the next month. A popular post can be useful, but attention only matters if it helps you reach the people and goals that matter to your business.
Get started
Monday
Answer one question a customer often asks.
Wednesday
Share a short story or observation from your work.
Friday
Show a project, explain who you help or make a relevant offer.
Then spend a little time joining conversations with people you want to know.
The aim isn’t to perform online. It’s to make your expertise, judgement and personality easier to see so the right people have a reason to trust you and start a conversation.
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