LinkedIn for Entrepreneurs: Building Authority and Leads
- Jacobs Branding Graphics & Website Designs
- 5 days ago
- 11 min read
Updated: 4 days ago
Introduction: Why LinkedIn Still Matters for Entrepreneurs in 2025
When I first started designing websites and social media graphics for small businesses, I thought LinkedIn was just an online résumé tool. Today, it’s where people build relationships with clients, partners, and collaborators who help them grow their business. In 2025, LinkedIn had over 1 billion users worldwide, but fewer than 5% post consistently. That’s a huge opportunity for entrepreneurs. According to LinkedIn’s own data, posts from individuals (not brands) get 2x more engagement. That means your personal story as a business owner is your biggest asset.
This guide will walk you through how to use LinkedIn strategically to build authority, earn trust, and generate consistent leads for your business.
So, let’s dig into how you (as an entrepreneur, freelancer, or small business owner) can use LinkedIn in 2025 and beyond to build authority and attract real leads without feeling salesy or fake. Or if you are new to social media marketing for your business, check out my article "How to Start Using Social Media for Your Small Business (Even If You’re Clueless)"
Key Takeaways
LinkedIn in 2025 is a powerful growth engine for entrepreneurs, not just a résumé platform.
Consistency + authenticity beat hard selling every time.
Posts and articles serve different but complementary roles: posts build visibility, while articles showcase deep expertise.
Authority comes from optimized profiles, valuable content, and genuine engagement.
Smart networking = building relationships first, leads second.
Tools like Canva, Buffer, and LinkedIn newsletters can help scale your efforts without losing your personal touch.
Avoid common mistakes like pitching too soon or inconsistent posting.
A step-by-step LinkedIn roadmap can take you from profile optimization to steady lead generation in just a few months.
Table of Contents
🤝Understanding LinkedIn’s Audience
LinkedIn is different from Instagram or TikTok — it’s not about polished aesthetics or trending sounds. Instead, it’s about:
Professionals and entrepreneurs looking to solve problems.
Decision-makers are actively seeking solutions.
Communities are forming around knowledge-sharing rather than just entertainment.
If your business offers services (consulting, coaching, design, marketing, etc.) or products that help professionals and companies grow, LinkedIn is where your customers or referral partners are hanging out.
Example: When I started posting tips about branding consistency and how it impacts client trust, I connected with several business coaches. They became referral partners — sending me clients who needed logos, websites, and graphics. I didn’t have to chase — they came to me.
👉LinkedIn Strategy for Entrepreneurs
A LinkedIn strategy isn’t just about “being active.” It’s about aligning your presence with your business goals. Whether you want visibility, better networking, or consistent inbound leads, you need a roadmap.
Action Step: Write down your top three LinkedIn goals. For example:
Build visibility in your local market.
Position yourself as an authority in your niche.
Generate 5 qualified leads per month.
Are you a newbie to social media? Check out my post "Social Media Platforms Explained for Small Business Owners" to get you started.
💼How to Build Authority on LinkedIn
Authority is about trust and consistency. On LinkedIn, thought leadership outperforms hard selling every time. Sharing your expertise, insights, and lessons learned will make you the go-to person in your niche. A well-optimized profile can generate leads even when you’re offline.
Pro Example: Entrepreneurs who share stories about their journey—wins and mistakes—often gain more traction than those who only promote services.
Authority is not built overnight. But with consistency and the right approach, you can position yourself as the go-to person in your field. Here’s how:
1. Optimize Your Profile Like a Landing Page
Your LinkedIn profile is your first impression. Think of it as your personal website homepage:
Profile Picture: Use a professional, approachable photo. No blurry selfies.
Banner: Create a custom graphic (this is where I put a tagline like “Helping small businesses grow with design + social media strategy”).
Headline: Don’t just list your job title. Use this to highlight the transformation you provide. Example: “Helping small business owners turn their online presence into sales-generating machines.”
About Section: Tell your story. Be human, but also highlight results. Include keywords naturally.
Featured Section: Add links to your best blog posts, case studies, or freebies.
Recommendations: Social proof that builds instant trust.
2. Share Consistent, Value-Driven Content
On LinkedIn, authority comes from showing up consistently with content that teaches, inspires, or sparks conversation. Here are post types that work:
Educational posts: Share tips, frameworks, tutorials, industry insights, or lessons learned.
Personal stories: Talk about wins, failures, challenges, or behind-the-scenes moments.
Thought leadership: Share insights on where your industry is headed, predictions, and case studies
Client results: Share how you helped a client solve a problem (without overselling).
Inspirational: Client wins or motivational stories.
Example post idea: “3 Mistakes I Made in My First Year of Business (and How I Fixed Them)”
Pro Tip: LinkedIn rewards native content (posts and articles) more than links that send people off-platform.
3. Engage (Don’t Just Broadcast)
Authority isn’t only about what you post — it’s about how you show up for others.
Leave thoughtful comments on other entrepreneurs’ posts.
Celebrate others’ wins — genuine support stands out.
Answer questions in groups or comment threads where your expertise fits.
This shows you’re part of the conversation, not just shouting into the void.
4. Publish Longer-Form Articles
LinkedIn Articles still matter. While posts are great for quick hits, articles allow you to go deeper. A 1,500–2,000 word guide (like a mini-blog) shared on LinkedIn positions you as an expert while boosting SEO visibility.
Pro Tip: Add a call-to-action (CTA) in your profile: “DM me for a free consult.”
Action Step: Commit to one thought leadership post per week where you teach something, share a story, or offer an industry insight.
Once you are comfortable with once-a-week thought leadership posts, consider creating a 3-part weekly routine: one expertise post, one personal story and one engagement-focused post.
I offer a FREE mini guide to help you turn your long-form articles into multiple posts.
📌Understand the Difference Between LinkedIn Posts and Articles
One of the biggest mistakes I see small business owners make is treating all LinkedIn content the same. Posts and articles serve very different purposes—and when used together, they can amplify your authority.
LinkedIn Posts:
Short-form content (up to 3,000 characters).
Quick insights, stories, tips, or engagement-driven content.
Great for sparking conversations, asking questions, or sharing client wins.
Examples: “3 lessons I learned from my first year as a solopreneur” or “Why most small business websites fail (and how to fix it).”
LinkedIn Articles:
Long-form content (like a blog, typically 500–2,000+ words).
Indexed by Google, so they boost your SEO and credibility.
Perfect for deep dives, thought leadership, or comprehensive guides.
Great for showcasing your expertise in a structured way.
Examples: “The Ultimate Guide to Social Media Strategy for Small Businesses” or “Why Emotional Intelligence is the Most Overlooked Leadership Skill.”
How to use them together:
Use posts to share quick takeaways, ask for input, or summarize a key insight.
Link to your articles for the full story or a detailed resource.
Over time, articles become your “knowledge library,” while posts keep you visible in daily feeds.
Pro Tip: If you’re trying to position yourself as an expert in your field, aim to publish at least one article per month. Then use your weekly posts to drive attention back to those articles.
“Everyone’s network should provide two things: support and opportunities.” – HBR
When you use LinkedIn Articles to demonstrate expertise, you’re not just sharing knowledge—you’re strengthening the kind of network that provides both of these essentials.
🔑Networking on LinkedIn for Small Business Growth
LinkedIn is all about relationships. Engage before you connect by commenting thoughtfully on a potential client’s post. Avoid spamming connection requests. Instead, personalize your outreach. Nurture your network by not “pitching” right away; instead, interact, share and build trust.
Mini Script:
“Hi [Name], I really enjoyed your post on [topic]. I’d love to connect and learn more about your work.”
Follow-Up Tip: Don’t pitch immediately. Build a conversation first.
According to HBR, the more people you connect with indiscriminately on LinkedIn, the less valuable those connections become. Instead of chasing quantity, focus on repurposing your articles into high-value posts that nurture the right audience.
🔍LinkedIn Engagement Tips for Entrepreneurs
Content alone won’t get you noticed. Engagement is key.
10–10–10 Method:
Comment on 10 posts daily.
Engage with 10 people directly.
Share 10 quick thoughts or insights weekly.
Pro Tip: Thoughtful comments often generate more visibility than your own posts.
🧠How to Generate Leads with LinkedIn
Let’s be real: no one likes the “Hi, thanks for connecting, here’s my sales pitch” DMs. That’s the fastest way to lose trust. Instead, use LinkedIn to build relationships first, leads second.
There are two main approaches: inbound and outbound.
Inbound: Post value-driven content that attracts leads to you.
Outbound: Thoughtful direct outreach with a value-first approach.
Case Study: A business coach booked three clients per month by sharing weekly tips and then following up with those who engaged.
Here are other examples of how you can generate leads without coming across “salesy”:
1. Create a Lead Magnet or Free Resource
Offer something valuable (a checklist, template, guide) and feature it in your profile and posts. Example: I created a “5-Step Website Audit Checklist for Small Businesses” and shared it in my Featured section. It generated real leads — people who downloaded it and then asked about my services.
2. Use Calls-to-Action (CTAs) Subtly
In your posts, end with questions or light CTAs. Example:
“Want the full template? DM me ‘Audit’ and I’ll send it over.”
“If this resonates, let’s connect.”
The key is to invite, not push.
3. Nurture Through DMs
Once someone engages, don’t pitch right away. Instead:
Thank them for engaging.
Ask what they’re working on.
Share a helpful resource if relevant.
Conversations build trust → trust leads to clients.
4. Use LinkedIn’s Newsletter Feature
LinkedIn lets you publish newsletters now. This is HUGE. You can repurpose your blog posts into newsletters, reaching subscribers right inside LinkedIn.
Pro Tip: Consistency here builds a loyal audience, and every issue can end with a soft CTA.
💪LinkedIn Groups for Entrepreneurs and Small Business Owners
Groups may not be as trendy as they once were, but they’re still powerful for niche networking.
How to Use Them:
Join 2–3 niche-specific groups.
Share value, not promos.
Ask questions and encourage dialogue.
Leverage LinkedIn Features Beyond Groups
There are so many underutilized tools on LinkedIn that entrepreneurs can use to stand out:
Creator Mode: Turn this on to unlock LinkedIn analytics, newsletters, and more.
Newsletters: Build a subscriber base within LinkedIn. Think of it as your email list but inside LinkedIn.
LinkedIn Live: Host a live session about your expertise (like “5 Tips to Optimize Your Small Business Website”).
Polls: Get quick feedback and boost engagement.
Events: Promote webinars, workshops, or launches.
💰LinkedIn Ads vs. Organic Growth for Small Businesses
Should you use ads? It depends on your goals.
Organic Growth: Better for long-term authority and community building.
Ads: Useful for high-ticket services and B2B lead generation.
Hybrid Approach: Build authority organically first. Then amplify your best content with ads.
📗Case Studies: Real Entrepreneurs Winning on LinkedIn
Case Study 1: The Business Coach
A business coach I know started posting weekly short lessons — each tied to real client wins. Within 6 months, she doubled her client roster because her posts built trust.
Case Study 2: The Graphic Designer
A fellow designer shared behind-the-scenes process videos of branding projects. She didn’t pitch once — but inbound leads skyrocketed because people trusted her expertise.
Case Study 3: Service-Based Entrepreneur
A small marketing consultant I know started writing weekly posts about common mistakes small business owners make with social media. Within 6 months, she went from 500 to 5,000 followers and signed 4 new long-term clients directly from LinkedIn.
Case Study 4: Creative Freelancer
A designer began publishing monthly LinkedIn articles about branding trends and how small businesses could stand out. These articles positioned him as an authority, and now he gets referrals from people who have never even worked with him—just because they read his articles.
HBR research highlights that businesses that lead with transparency and empathy build deeper trust. On LinkedIn, this means being authentic in your posts, honest about challenges, and clear about your expertise.
⚒Tools and Tactics to Scale Your LinkedIn Strategy
Scheduling Tools: Buffer, Later, or Hootsuite can help you plan posts.
Canva: My go-to for graphics — easy, polished visuals make posts pop.
Shield Analytics: Great for tracking LinkedIn engagement and growth.
AI Helpers: Tools like ChatGPT can help brainstorm post ideas — but always add your personal voice.
❌Common Mistakes Entrepreneurs Make on LinkedIn
Pitching too soon: Leads come from trust, not pushy messages.
Inconsistent posting: Authority requires showing up regularly.
Generic profiles: If your profile looks like everyone else’s, you’ll blend in.
Not engaging with others: LinkedIn is a two-way street.
Ignoring DMs: Relationships start in the inbox — don’t leave opportunities hanging.
❗Step-by-Step Plan for Entrepreneurs
Here’s a roadmap you can follow starting today:
Week 1: Optimize your profile fully.
Week 2–3: Start posting 2–3x per week.
Week 4: Engage daily with others’ posts (10–15 min/day).
Month 2: Create a freebie and link it in your profile.
Month 3: Launch a LinkedIn newsletter.
Month 4+: Track analytics, refine strategy, and keep showing up.
Your Turn: What’s one thing you’ve done on LinkedIn that brought you real results? Drop it in the comments or DM me — I’d love to swap stories.
📕Conclusion: LinkedIn as a Growth Engine for Entrepreneurs
LinkedIn is more than a networking site—it’s a growth engine. When used strategically, it can build your authority, grow your audience, and generate consistent leads. We’re here to share our stories, solve problems, and build relationships that matter. The formula is simple:
Optimize your profile.
Share valuable content.
Engage authentically.
Nurture relationships.
You don’t need to go viral—you just need to be consistent.
If you lean into authenticity, consistency, and generosity, you’ll not only build authority — you’ll also attract the right leads, the kind that actually value what you do.
And honestly? That’s the best kind of business growth.
👉 If you’re ready to upgrade your LinkedIn presence, I’d love to help you with customized social media graphics and content strategies tailored for small businesses. Let’s build something authentic and impactful together.
✨FAQs
Is LinkedIn still worth it in 2025 compared to TikTok or Instagram?
Yes! Unlike entertainment-focused platforms, LinkedIn is full of decision-makers and professionals actively seeking solutions. If you sell services, coaching, or B2B products, it’s one of the best places to build authority and find leads.
How often should I post on LinkedIn?
Start with 2–3 posts per week and one article per month. Consistency matters more than volume. Once you get comfortable, try a 3-post rhythm: one educational, one personal story, and one engagement-focused post.
What’s the difference between LinkedIn posts and articles?
Posts: Short, conversational, and designed for visibility and quick insights.
Articles: Long-form, SEO-friendly, and ideal for thought leadership.
Use posts to spark interest and drive people to your articles for in-depth value.
How can entrepreneurs generate leads without being salesy?
By focusing on relationships first. Share valuable content, invite conversations, and use soft CTAs (like offering a checklist). Avoid spamming DMs. Instead, nurture leads with helpful, genuine engagement.
Should small businesses invest in LinkedIn ads?
If you’re just starting, focus on organic growth first. Once you’ve built authority and have content that resonates, amplify it with ads. Ads work best for high-ticket services or B2B offers.
What tools can help me manage LinkedIn effectively?
Canva for polished graphics.
Buffer or Hootsuite for scheduling.
Shield Analytics for data insights.
LinkedIn newsletters to nurture your audience inside the platform.
What are the biggest mistakes to avoid on LinkedIn?
Pitching too soon in DMs.
Posting inconsistently.
Treating LinkedIn like Facebook (too casual) or like a résumé (too stiff).
Ignoring comments or DMs — authority grows through engagement.
📚 Further Reading: High-Authority Resources on LinkedIn & Business Growth
Want to dive deeper into LinkedIn strategies, personal branding, and content marketing? Check out these trusted resources:
A practical, step-by-step guide to get started with LinkedIn for networking and business growth.
Actionable advice on creating a compelling LinkedIn profile that attracts opportunities.
A free expert guide on using LinkedIn to maximize visibility, authority, and lead generation.
Insider insights on how to turn connections into leads and revenue.
An overview of social selling principles that align perfectly with LinkedIn marketing.
Comments