How can you, as an entrepreneur or business leader, use LinkedIn to build brand, engagement, and visibility around your company, without spending large sums on advertising?
Før sommeren ledet Salvador Baille fra Aggrator et webinar med David Aleksandersen, Chief Revenue Officer i Spring Agency. David er ekspert på digital synlighet og vekst, og har holdt en rekke LinkedIn kurs for bedrifter. I webinaret delte han viktige råd for å nå ut til riktig målgruppe og bygge en synlig og relevant tilstedeværelse på LinkedIn. I denne artikkelen deler vi fem av de beste rådene til David.
Why should startups and SMEs invest in LinkedIn?
LinkedIn is the world's largest professional network, with over 1 billion users globally and over 1.2 million Norwegian users ( Finansforbundet , 2024). This makes the platform one of the most effective channels for B2B marketing, networking and branding for small and medium-sized businesses.
But despite LinkedIn having around several hundred million active users each month, only a small percentage publish content regularly. Studies from, among others, Kinsta (2025), show that only around 1% of the platform's users share content weekly. This one percent accounts for a significant portion of the platform's traffic, with up to 9 billion views per week!
This means that the potential for achieving a strong presence and visibility on LinkedIn is huge for those who choose to be active. Whether you want to get started or take your visibility to the next level, we've put together five simple expert tips to help you get there.
5 tips for success on LinkedIn
1. People are more interested in people than businesses
According to David, it is the personal profiles of a company that create visibility and engagement on LinkedIn, not the company profile itself. He believes that it is most valuable if entrepreneurs, business leaders and employees share stories, experiences and knowledge in their own voice on the platform. Users experience personal posts as more authentic and trustworthy than corporate communications ( Assembly , 2025). Thus, posts on employee and entrepreneur profiles are most likely to generate significantly greater reach and engagement than posts on company profiles.
2. Be clear about who you are and what you want
Now that we know that business owners, managers, and employees should use their profiles to create visibility, the next step is to build a strong and professional LinkedIn profile that actually attracts attention.
David emphasizes that it starts with defining who you want to be on LinkedIn: What do you want to achieve? What do you want to be known for? Who do you speak to?
Without a clear direction, your content can quickly diverge, losing both your audience’s and the algorithm’s attention. However, if you publish regularly on a clearly defined topic, LinkedIn’s algorithm will more easily see you as an expert and thus spread your content more widely ( Hootsuite , 2025).
But what if you have multiple roles, such as a day job and a side project? In that case, you should still choose which role you want to be primarily known for, according to David. This makes it easier to build a follower base that is genuinely interested in what you share.
3. Build your network strategically
It's not just your content that should be strategic, it's also about who you have in your network.
According to David, having 500 relevant followers is far more valuable than 5,000 random ones. When your followers are actually interested in what you share, engagement increases in relation to views, leading to both greater reach and higher visibility.
Therefore, build your network thoughtfully, connecting with people who are relevant to your industry and goals. This provides a solid foundation for both engagement and visibility in the long term.
4. Post and engage regularly – especially right before you publish
In addition to being professionally consistent, the LinkedIn algorithm rewards users who both post and engage regularly. It is especially effective to comment and engage on other people’s posts right before you publish your own. This “wakes up” your network and increases the chance that more people will see your post when it is published ( Sprout , 2024).
Still, the quality of your posts is always important to consider. One good, professional post a week with a clear voice provides more value than daily, superficial comments, emphasizes David.
5. Organic first, then paid visibility (but not in the traditional way)
Paid advertising can be effective, but it’s rarely necessary in the early stages. David recommends first building a solid organic presence through engaging and valuable content. Once you’ve tested what works best, you can supplement it with paid visibility, preferably by promoting posts from employees. Since personal posts often get far better responses than traditional company profiles, promoting them can help strengthen both your company’s brand and credibility.
Want to learn more?
David Alexandersen, leader ESSE masterclass in early-stage sales and marketing with Knut Pedersen from WeRock Sales 28.08. Register here .