When most businesses think of social media, platforms like Facebook, Instagram or even TikTok often come to mind. But LinkedIn? That’s just for job hunting and B2B sales… right?
Wrong.
LinkedIn has transformed into one of the most powerful platforms for building relationships, positioning yourself as an industry leader, and connecting with your ideal audience. Whether you’re a small business in Kent or a national company looking to grow, LinkedIn is where business gets personal, and it’s time more brands took full advantage.
In this blog post, we’ll show you exactly how your business should be using LinkedIn to increase engagement, build credibility, and drive real results. And if you’re short on time? Don’t worry, there’s help for that too.
What Should You Be Using LinkedIn For?
LinkedIn has evolved far beyond a digital CV. Today, it’s a content-driven, relationship-building platform. When used well, it can become one of your most valuable business tools.
The Types of Content to Post
LinkedIn rewards informative, engaging and consistent content. The types of content your business should be posting include:
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Standard posts: Short-form updates, tips, industry insights, and thought leadership pieces
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LinkedIn Articles: Long-form content such as blog-style posts with deeper insight into your business or expertise
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Video content: Behind-the-scenes clips, product demos, expert advice, or short interviews
- Carousels and graphics: Use visuals to break down complex topics and keep readers scrolling
Your content should educate, inform, or entertain, and above all, add value.
How to Structure Content Pillars
Content pillars are the foundation of a consistent LinkedIn strategy. Rather than posting randomly, choose three to five core themes that align with your business goals and resonate with your audience. For example, if you’re a marketing agency, your pillars might include industry trends, success stories from your clients, educational posts around strategy, team culture, and behind-the-scenes insights.
These pillars act as a guide for content creation and help you stay focused. They also make your feed more cohesive, so followers know what to expect and can quickly recognise your brand voice.
How to Approach DMs and Audience Engagement
Direct messages (DMs) on LinkedIn can be powerful when done right. Rather than diving into a cold sales pitch, start by establishing a genuine connection. You might reference a post they’ve made, mention mutual connections, or share why you appreciated something they said in a comment thread.
The goal is to create a conversation, not a transaction. Keep your message brief, relevant, and respectful of their time. Equally important is how you handle general engagement. Always reply to comments on your posts, and make the effort to leave thoughtful comments on others’ content as well. Engagement should be a two-way street.
Tips for Staying Consistent
Maintaining a regular posting schedule can be tough, especially when you’re running a business. The key is to plan ahead. Creating a monthly content calendar gives you a clear roadmap for what to post and when. Consider setting aside time each week to batch-create content so you’re never scrambling last-minute.
Social media management tools such as Buffer, Hootsuite, or Later allow you to schedule posts in advance, saving valuable time. You can also repurpose content from other platforms or blogs. Just be sure to tailor it for LinkedIn’s more professional tone. Even allocating just 10 to 15 minutes a day to respond to comments and check in with your audience can keep your engagement ticking over.
The Best Approach for Commenting
Commenting on others’ posts is one of the easiest ways to boost your visibility on LinkedIn, but how you comment matters. Instead of generic responses like “Great post!”, try to add value. Share a personal experience related to the topic, expand on a point the author made, or ask a relevant follow-up question.
This kind of thoughtful engagement not only strengthens your relationship with the original poster but also makes your comment stand out to their followers. It positions you as someone who contributes meaningfully to the conversation, rather than simply trying to be seen.
Common Mistakes Businesses Make on LinkedIn
Many businesses approach LinkedIn the same way they do other social platforms, which can lead to missed opportunities. One common mistake is using LinkedIn solely for promotion. If every post is about your services or products, it can quickly feel like advertising and disengage your audience.
Inconsistency is another major issue. Sporadic posting erodes visibility and makes it difficult to build trust. Over-automating your content with generic, templated posts can also backfire. People want to connect with real voices, not bots. Lastly, ignoring engagement, whether it’s comments, shares or DMs, can make your brand seem unresponsive. LinkedIn is a relationship platform, and relationships require two-way communication.
Getting Employees Involved
Your employees can significantly extend your reach and humanise your brand. Encourage them to be active on LinkedIn by sharing company posts, posting their own content, and engaging with industry discussions. This doesn’t have to be overly structured. Sometimes, a simple post about a recent project, a training course they completed, or a client success story can generate great engagement.
You can also celebrate employee milestones and achievements publicly. Not only does this boost morale internally, but it also showcases your company culture to potential clients and future hires.
Other LinkedIn Features That Help Boost Engagement
LinkedIn has a variety of tools that are often underused by businesses. LinkedIn Groups, for example, allow you to join or create niche communities where your target audience is already interacting. This is a great space for sharing expertise and building trust.
Polls are another useful tool, ideal for sparking engagement and gathering opinions or insights on topics relevant to your audience.
LinkedIn Events let you promote online webinars or workshops directly to your network, helping to raise awareness and encourage attendance from people already connected to your brand.
Why Engagement Really Matters
On LinkedIn, the quality of your interactions often matters more than the quantity. Unlike platforms focused on entertainment or fleeting content, LinkedIn is about trust, authority, and authenticity. When you engage meaningfully through posts, comments, and messages, you start to build long-term relationships.
And in business, those relationships often lead to opportunities. Whether it’s new clients, valuable partnerships, or talented hires, engagement leads to growth.
Why You Might Need a Social Media Manager
The challenge for most businesses is finding the time and expertise to do all of this consistently. That’s where hiring a social media manager in Kent can make a real difference.
At LC Media we specialise in helping businesses across Kent and beyond build and manage a strong LinkedIn presence. We handle everything from creating your content calendar and writing posts, to engaging with your audience and analysing performance so you can focus on running your business.
With the right strategy and support in place, LinkedIn can become a core part of your marketing, lead generation, and brand-building efforts.
Ready to Make LinkedIn Work for Your Business?
Whether you’re looking to generate more leads, boost your brand visibility, or establish yourself as an industry expert, LinkedIn is an invaluable tool, and one that’s too often overlooked.
Want to get started but not sure how? Contact us to learn how we can help you manage your LinkedIn presence and turn it into a growth channel for your business.
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All information correct as of: 17th October 2025.