Growing your LinkedIn Profile

Not everyone has a social media manager, so sometimes we just have to do it ourselves, right? 

If you want to connect with more people in your industry, show off your expertise, establish yourself as a thought leader, or simply grow your small business’s presence on LinkedIn, keep reading. 

This article is part of a series that'll help you build trust, widen your network, and attract more business on LinkedIn.

Why you should be on LinkedIn

LinkedIn is a great tool for networking and sales. Unlike a platform like Instagram  - where you need brand-aligned visuals and constant updates - LinkedIn is all about making connections and sharing your expertise.

And you don’t need a marketing degree to see results; all it takes is a simple, structured approach that suits you and your business. Be authentic. People are super receptive to those who keep it real. 

It’s also a great place to learn from others in your industry. And remember, your experiences ARE valuable, so don’t be shy about sharing them. You’ve got something unique to say - just give it a think and go for it!

Before you start posting… do this!

Before we jump into creating content, let’s get the basics right. Your profile is like your online storefront, so when people visit, they should immediately know 3 things:

• Who you are

• What you do

• How you can help them

Optimise your profile 

1. Profile pic: First impressions matter. A clear, friendly, and professional photo is the way to go on LinkedIn. Don’t use a pic of you on the beach in Thailand, instead go for a headshot with good lighting - even a photo photo against a plain background works. 

2. Your headline: Your headline pops up everywhere on LinkedIn - in search results, comments, and connection requests. Instead of just writing “Founder at XYZ Ltd,” explain what you do and who you help.

For example:
🚫 Founder at ABC Consulting
✅ Helping small businesses streamline their finances | Founder at ABC Consulting

3. About you: Many people write their About section like a CV, but the truth is, people care more about how you can help them than about your career history. Use the first few lines to grab their attention, as LinkedIn hides the rest behind a "see more" button.

For example:
🚫 "I have 10 years of experience in marketing and have worked with multiple brands."
✅ "Struggling to market your business? I help small business owners grow their brand on LinkedIn – without spending all day online."

Note: Tie the loop - i.e. end with a clear call to action, like ‘Let’s connect. Drop me a message if you want to chat or want to book a call’ & include a Calendly or other type of meeting link. 

Connect with the right people

On Instagram, you might follow people whose content you find funny or helps you to find your personal style. But on LinkedIn, you want to connect with people you can engage with, learn from, and possibly work with. Here’s how:

• Connect with potential customers: If you’re a freelance accountant, for instance, reach out to small business owners who might need your services.

• Link up with industry peers: Leave thoughtful comments on posts from others in your field to stay visible. A good comment can really keep you on people’s minds!

• Join LinkedIn groups: Find communities where your target audience hangs out and join events like webinars to deepen the connection. 

Next up…

Once your profile is looking gooooood and your network is growing, I’ll show you how to create a content calendar for your business - and, more importantly, how to stick to your posting schedule.