Why LinkedIn Needs to Be at the Center of Your Business Strategy 

How to use LinkedIn to grow your influence, attract clients, and build your brand authentically.

When I first started taking LinkedIn seriously, I treated it like a task on my to-do list. Post a professional update? Check. Share a link to an article? Check. Comment on someone’s post? Check. It wasn’t until I dug deeper that I realized LinkedIn isn’t just another platform to "show up" on—it’s a goldmine for building relationships, showcasing expertise, and attracting opportunities.

And here’s the kicker: LinkedIn rewards people who take the time to show up thoughtfully. If you’re just posting bland updates or lurking in the background, you’re missing the most valuable aspect of LinkedIn: connecting and building relationships. With over 990 million users, it’s one of the few places where a single post can spark meaningful conversations, get you noticed by decision-makers, and even land clients or collaborations.

You don’t need a huge following or polished corporate branding to make LinkedIn work for you. You need a clear strategy—and that means understanding how LinkedIn’s algorithm works, embracing the right content formats, and showing up authentically.

Unfortunately…
Most people don’t leverage LinkedIn effectively. They post sporadically, recycle content from other platforms, or use it as a digital résumé, hoping someone will magically stumble across their profile. Worse, some still rely on stuffy, overly corporate posts that feel out of touch in a world where authenticity reigns.

I get it—putting yourself out there can feel uncomfortable. But if you’re ready to take LinkedIn seriously, I’m here to show you how to use it to grow your influence and business.

The #1 Reason Why People Struggle: Outdated Strategies

Too many people treat LinkedIn like it’s 2015. Back then, text-only posts and infrequent updates worked well enough. But the platform has evolved—and so has the audience.

LinkedIn now prioritizes posts that keep people engaged, like videos, carousels, and posts that spark meaningful conversations. Posting generic updates and ignoring LinkedIn’s newer tools will keep you from growing an audience.

Other Reasons LinkedIn Strategies Fall Flat

Reason #1: Treating LinkedIn Like a Résumé
If your profile is all about what you’ve done and not how you can help others, you’re making it all about you, not how you help your target audience. People want to see how you provide value, not just a list of your accomplishments.

Reason #2: Ignoring Video and Carousels
The algorithm loves dynamic content like videos and carousels. Static posts can still work, but you need to be mixing in other engaging formats.

Reason #3: Posting and Ghosting
You can’t just post and disappear. LinkedIn rewards posts that generate ongoing conversations. Your content will quickly fade into the background if you’re not engaging in comments or starting discussions.

Reason #4: Lacking a Clear Audience Focus
Trying to appeal to everyone usually means appealing to no one. LinkedIn is most effective when you speak directly to your ideal audience’s challenges, goals, and interests.

Here’s How to Make LinkedIn Work for You

Step 1: Use Video and Carousel Posts to Boost Engagement

Video content is dominating LinkedIn, and for good reason—it’s personal, engaging, and keeps people on the platform longer. Video grabs attention like no other format, whether it’s a quick tip, a behind-the-scenes look at your work, or a thoughtful response to a trending topic.

Carousels, on the other hand, are perfect for breaking down processes, sharing data, or teaching something step-by-step. They make people stop scrolling and engage, which the algorithm loves.

Why this works: Video humanizes your brand, while carousels showcase your expertise in a digestible format. Together, they help you stand out in a crowded feed.

A friend of mine, who runs a marketing business, started posting one short video each week where she answered common client questions. Her first video was a 2-minute explanation of why small businesses don’t need massive ad budgets to succeed. That one post led to two consultation calls and became her most viewed piece of content.

Step 2: Build a Personal Brand That Feels Authentic

LinkedIn isn’t the place for polished, overly corporate posts anymore. People want to connect with people, not just logos or brands. Sharing personal experiences, challenges, and lessons learned makes your content relatable and engaging.

Where people go wrong: Many users only post their wins—promotions, awards, or big milestones. While those updates are fine occasionally, they don’t build trust or conversations. What resonates more is sharing your journey—what you’ve learned, mistakes you’ve made, and how you’re growing.

For example, you can post about a client project that flopped and share what went wrong, what you learned, and how it shaped your approach moving forward. Those types of posts tend to get much more engagement than other types of content because it’s real and relatable.

Step 3: Speak Directly to Your Ideal Audience

To stand out, you need to narrow your focus. Who are you speaking to? What challenges are they facing? What solutions can you offer?

LinkedIn’s algorithm favors specific content that resonates deeply with a niche audience. If your posts feel like they’re for “everyone,” they won’t connect with anyone.

A former client used to post generic tips about workplace productivity. Her engagement skyrocketed when she shifted her focus to writing specifically for mid-level managers navigating career growth. Her posts addressed real challenges her audience faced, like managing up effectively or advocating for promotions.

Step 4: Stay Active in Conversations

LinkedIn rewards meaningful interactions. Responding to comments on your posts or engaging with other people’s content keeps your profile visible and builds your credibility.

Why this matters: Posting consistently is important, but being active in conversations builds relationships and expands your reach.

For example, I once commented on a CEO’s post about leadership challenges. That comment sparked a thread where I shared a quick story about team dynamics. A week later, someone who saw that thread reached out and became a client.

Step 5: Track What Works and Adjust

If you’re not paying attention to your analytics, you’re guessing. LinkedIn’s built-in tools let you see which posts resonate the most, who’s engaging with your content, and how your audience is growing.

The more you understand what works, the more you can refine your strategy. Drop what’s not working and double down on what is.

For example, I used to post long, text-heavy updates. When I noticed my carousel posts consistently outperformed them, I prioritized visual content. It didn’t just boost my engagement—it also brought in more leads.

The Bottom Line

LinkedIn isn’t just a platform to “be on”—it’s where careers are built and opportunities are created. By embracing video, building an authentic personal brand, speaking to a clear audience, and staying active in conversations, you can turn LinkedIn into a growth engine for your business.

This isn’t about gimmicks or quick wins. It’s about showing up consistently, connecting with people authentically, and adapting your strategy to what works. Start experimenting, engage meaningfully, and let LinkedIn work for you.

Your strategy starts today. Let’s get to work.