Dontcha just love LinkedIn? Kinda…

It’s still the one corner of the internet where everybody shows up to talk shop. I’ve pulled in clients from all over the world just by connecting with anybody who handed me a business card or shot me an email. And it’s only gotten more powerful since I first wrote this — once you start using the actual business tools, you crack open the floodgates of people clicking through to your site.

And the proof is in the pudding — look at the numbers. LinkedIn went from a few hundred million users to over 1.3 billion members across 200+ countries, and around 80% of all B2B social leads flow through it. If you sell to other businesses and you’re not here, you’re leaving money on the table. Simple as that.

Now, one big thing has changed since the original version of this post, so let me say it with my whole chest:

It’s not about your Company Page anymore

Make one, sure. But posts from an individual’s profile get about 8x the engagement of the identical post from a company page. People want to hear from YOU, not your logo. Keep that in your back pocket as you read the rest.

7.5 Reasons You Should Be Using LinkedIn for Business

1. Expand Your Reach as a Person, Not a Logo

Share industry updates, company news, and the stuff you’re figuring out. Followers engage right there in the feed — and when you post from your personal profile and let the company page amplify it, you reach way more than either does alone. Sweet. We all love communication, especially the constructive kind.

2. Answer Questions and Show Your Expertise

Does somebody ask something in your wheelhouse? Answer it, out loud, in public. It shows you know your stuff. Can’t fit it in a quick reply? Boom — that’s a blog post or an FAQ entry. Content idea, free of charge, you’re welcome. And if it’s crickets when you’re starting, nudge an associate to lob you an easy one to get rolling 😉

3. Cut Through the Spam With a Real Content Strategy

When people follow you because they want your stuff, you’re not the creepy InMail guy clogging inboxes. Go in with a real content strategy, so you attract quality followers, not a big, sad number that never engages.

4. Define How People See Your Brand

What sets you apart isn’t only what you sell — it’s how you do business. Today’s buyer decides based on whether they trust you, and trust comes from humans, not mascots. Which is exactly why that personal-profile thing matters so much now. #protip: Be authentic, have an opinion. Clarity over cleverness. Tell a real story. Start the conversation by being friendly and human. (And don’t let AI write the whole thing — the algorithm wised up, and generic sludge gets buried. Use the tools to help, not to replace your actual voice.)

5. Tell Your Story With Articles and Newsletters

LinkedIn articles and newsletters are where you stretch out, and newsletters have been the fastest-growing format, with subscriptions up around 150% year over year. Pick a lane you can own, publish consistently, and reply to every comment. Now you’re not just posting — you’re building an audience LinkedIn actually delivers to you.

6. Track What Is Working in LinkedIn Analytics

The analytics are baked right in: which posts land, who your people actually are, and how you stack up against the competition. Quick format heads-up — right now, document carousels pull the highest engagement, and native video is climbing, so make more of whatever your numbers are rewarding.

7. Turn Your Team Into Brand Ambassadors

If your people are on LinkedIn (they should be), get them to list the company and share your content to their own networks. Remember that 8x thing? Multiply it across the whole team, and your reach goes bananas — their networks are full of people your network never touches.

7.5. Almost Nobody Posts, So Showing Up Wins

Here’s the cheat code: well under 3% of LinkedIn’s members post on a given day — probably closer to 1%. Everyone else is lurking. The bar to stand out is hilariously low. Post consistently, sound like a person, and you’ll be in front of an audience that’s mostly too shy to do the same. Half a reason, but maybe the most freeing one on the list.

So there you go. Make (or dust off) your LinkedIn presence and start leading more humans back to your site. It’s still one of the kindest, most human tools out there for growing a business… you actually have to use it.

Found a LinkedIn trick you love? Tell me — I collect them. And add me to your network while you’re at it ❤

P.S. — If “post consistently” sounds like one more thing you’ll never get to: that’s literally the x10i job. We build the content engine and wire your LinkedIn leads straight into your CRM so the follow-up runs on autopilot. Holler.

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