How & Why a Small Business Can Use LinkedIn for Business Growth

Sep 11, 2023

As a small business owner, you may think that LinkedIn is only for job seekers and recruiters. However, LinkedIn can be a powerful tool for business growth, allowing you to connect with potential clients, partners, and investors.

Why Use LinkedIn for Business Growth?

LinkedIn has over 700 million users, and it's the world's largest professional networking platform. By creating a LinkedIn profile for your small business, you can:

  • Build your brand and online presence
  • Connect with potential clients and partners
  • Establish yourself as an industry expert
  • Recruit top talent
  • Stay up-to-date with industry news and trends

With so many potential benefits, it's clear that LinkedIn is a valuable tool for small business growth. But how can you make the most of this platform?

How to Use LinkedIn for Business Growth

Create a LinkedIn Company Page

The first step to using LinkedIn for your small business is to create a company page. This page should include:

  • Your company's logo and a cover image.
  • A description of your products or services.
  • Your company's mission statement and values.
  • Your contact information.

A company page is a great way to showcase your business to potential customers. You can use it to share information about your products or services, your team, and your company culture.

By creating a professional and complete company page, you can establish your brand on LinkedIn and make it easier for potential clients and partners to find you.

LinkedIn Logo

Optimise Your Profile for Search

Just like with any other website or social media platform, search engine optimisation (SEO) is important for your LinkedIn profile. This means including relevant keywords in your profile, especially in your headline and summary.

Think about what your potential clients or partners might search for on LinkedIn, and include those keywords in your profile. This will make it easier for them to find you when they're searching for products or services like yours.

Create a LinkedIn Strategy

A LinkedIn strategy is a plan for how you will use LinkedIn to achieve your business goals. It should include your target audience, your goals, the content you will share, and how you will measure your results.

To create a LinkedIn strategy, you will need to:

  1. Define your target audience: Who are you trying to reach on LinkedIn? What are their needs and interests?
  2. Set your goals: What do you want to achieve with your LinkedIn strategy? Do you want to generate leads, increase brand awareness, or something else?
  3. Plan your content: What kind of content will you share on LinkedIn? Will it be blog posts, questions, videos, or something else?
  4. Measure your results: How will you track the success of your LinkedIn strategy? Will you track website traffic, leads generated, or something else?
Clear chess pieces

Connect with Potential Clients and Partners

One of the most powerful features of LinkedIn is the ability to connect with other users. You can use LinkedIn to:

  • Find potential clients and partners.
  • Join industry groups and connect with other professionals in your field. There are many groups on LinkedIn that are relevant to small businesses. Joining these groups is a great way to connect with other businesses in your industry and learn about new trends.
  • Engage with your followers by sharing updates and commenting on their posts. 

When connecting with potential clients or partners, it's important to personalise your messages and explain why you're interested in connecting. This will help you build relationships and establish trust.

Create and Share Content

LinkedIn is also a great platform for content marketing. By creating and sharing valuable content, you can establish yourself as an industry expert and attract potential clients and partners.

You can share a variety of content on LinkedIn, including:

  • Blog posts
  • Articles
  • Opinions and Ideas
  • Questions
  • Infographics and Data Visualisations
  • Images and Videos

Make sure your content is relevant and valuable to your target audience. Examples:

  • Thought leadership content: Share your expertise on industry trends and best practices. This can help you establish yourself as a thought leader in your field and attract new customers.
  • Customer stories: Share stories about how your products or services have helped customers. This is a great way to build trust and credibility with potential customers.

You can also use hashtags to make your content more discoverable on LinkedIn.

Post content regularly. Sharing content regularly will help you to keep your audience engaged and informed.

Be relevant. This is arguably the most important (and typically the most forgotten) aspect.

Run social media ads

LinkedIn offers social media advertising. This can be a great way to reach a targeted audience of potential customers.

  • Choose your objective: When you create a LinkedIn ad campaign, you will need to choose an objective. This will determine how your ad is measured. For example, you could choose to increase website traffic, generate leads, or drive sales.
  • Target your audience: You can target your LinkedIn ads to a specific audience based on their demographics, interests, job title, and other factors. This will help you to reach the people who are most likely to be interested in your business.
  • Create your ad: Your LinkedIn ad can be a text ad, a display ad, or a video ad. You will need to choose the format that best suits your business and your goals.
  • Set your budget and schedule: You can set your budget and schedule for your LinkedIn ad campaign. You can choose to run your ads for a specific period of time or to stop them when you reach your desired results.

Here are some additional tips for running successful LinkedIn ads for small businesses:

  • Use relevant keywords: When you create your ad copy, use relevant keywords that your target audience is likely to search for. This will help your ad to show up when people are searching for information about your products or services.
  • Make your ad creative: Your ad should be visually appealing and attention-grabbing. Use high-quality images or videos and write clear and concise text.
  • Test different ad formats: Experiment with different ad formats to see what works best for your business. You can test different text ads, display ads, and video ads to see which one gets the most clicks or conversions.
Neon open sign

Track Your Results

Finally, it's important to track your results on LinkedIn to see what's working and what's not. You can use LinkedIn's analytics tools to:

  • Track your follower growth and engagement
  • See which posts are getting the most views and engagement
  • Track your website traffic from LinkedIn

By tracking your results, you can make data-driven decisions about your LinkedIn strategy and optimise your profile and content for better results.


LinkedIn is a powerful tool for small business growth, allowing you to connect with potential clients, partners, and investors. By creating a professional company page, optimising your profile for search, connecting with others, creating and sharing valuable content, and tracking your results, you can make the most of this platform and grow your business.

linkedin conclusion