How to use LinkedIn to boost your business

Sam McKeith

It’s no secret – LinkedIn’s not the coolest social media platform going around.

So it’s not surprising that unlike Facebook, Twitter, Instagram, it can slip down the social media priority list for young entrepreneurs and start-ups.

But while it may not be super hip, and is best known as a resume database and job-hunting site, a few simple tips can turn LinkedIn into a powerful resource for your business marketing.

First of all, you have to get the basics right says CP Communications boss, Catriona Pollard.

“LinkedIn is probably the social media that takes the least amount of time."

Get your profile up to date

“You need to have your profile up to date, with a professional photo and have your summary up to date that talks about you as a leader and not just listing all of the jobs that you’ve had,” she said.

“You might have gone on and put your profile up 10 years ago and have never revisited it. LinkedIn’s not a static site anymore; you need to make sure that you use it effectively.”

Share content

Another hack is to share content via the platform, which Pollard says, if done correctly, would help cement you as a leader in your field.

“So you’ve got your photo and you’ve got your profile up, but what LinkedIn is really powerful for a leader, is to share great content,” she says.

“That means that you get into the timeline and you’re being positioned around the area of expertise you have as a leader.”


Other tips include making sure to network in LinkedIn groups, giving recommendations and endorsements to others, and keeping all your LinkedIn fields well organised.

It’s also smart to use LinkedIn’s ability to target customers within your company’s niche and also to use it to grow your email-marketing list.

“These days, LinkedIn is not about looking for a job, it’s about attracting people you really want to work with, or really want to be clients or stakeholders,” Pollard says.

Many Aussie firms overestimate the amount of time you have to put in on the business platform, she adds.

“LinkedIn is probably the social media that takes the least amount of time,” Pollard says.

“In terms of sharing content, you’re probably already reading articles every day that relate to your area of expertise, and if you’re logged in to LinkedIn, all you need to do is share it, and that takes a couple of seconds.

“If you’re attracting amazing people to work in your business or you’re attracting incredible clients, then whatever time you put in is worthwhile.”

Sam McKeith

Sam McKeith is Sydney-based media professional. He has contributed to many leading publications including The Huffington Post, The Australian Financial Review, The Australian and BRW Magazine. He was previously a senior reporter at the Australian Associated Press where he covered national affairs.