How can you as an entrepreneur or business leader use LinkedIn to build brand awareness, engagement, and visibility around your company, without spending large sums on advertising?
Before the summer, Salvador Baille from Aggrator led a Webinar with David Aleksandersen, Chief Revenue Officer at Spring Agency. David is an expert in digital visibility and growth, and has conducted a number of LinkedIn courses for companies. In the webinar, he shared important advice for reaching the right audience and building a visible and relevant presence on LinkedIn. In this article, we share five of David’s best tips.
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 (Financial Union, (2024). This makes the platform one of the most effective channels for B2B marketing, networking, and brand building for small and medium-sized businesses.
But despite LinkedIn having around several hundred million active users every month, only a small percentage of them publish content regularly. Studies from, among others, Kinsta (2025), shows that only about 1% in 10 platform users shares content weekly. This one percent accounts for a significant portion of the traffic on the platform, with up to 9 billion views per week!
That means that the potential to achieve strong presence and visibility on LinkedIn is huge for anyone who chooses to get active. Whether you want to get started or take your visibility to the next level, we have 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 in businesses
According to David, it is the personal profiles in 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 with their own voice on the platform. Users find personal posts more authentic and trustworthy than corporate communications (Assembly, (2025) . Thus, posts on employees' and entrepreneurs' profiles will most likely provide 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 own 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 are you known for? Who are you talking to?
Without a clear direction, your content can quickly become incoherent, and you’ll lose both the audience’s and the algorithm’s attention. On the other hand, if you publish regularly on a clearly defined topic, LinkedIn’s algorithm will more easily see you as an expert and therefore spread your content wider (Hootsuite, 2025).
But what if you have multiple roles, such as a day job and a side project? Then you should still choose which role you want to be known for primarily, according to David. This makes it easier to build a following that is genuinely interested in what you share.
3. Build your network strategically
It's not just your content that should be strategic; it also applies to who you have in your network.
According to David, it’s much more valuable to have 500 relevant followers than 5,000 random ones. When your followers are actually interested in what you share, engagement increases in terms of views, and this provides both greater reach and higher visibility.
Therefore, build your network with care and connect with people relevant to your industry and your goals. This provides a solid foundation for both engagement and visibility in the long run.
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. Especially effective is commenting and participating in other people’s posts right before you publish your own. This «activates» your network and increases the chance that more people will see the post when it is posted (Sprout, 2024).
Nevertheless, quality in your posts is always worth considering. One good, professional post in 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 in the early stages it is rarely necessary. David recommends first building a solid organic presence through content that engages and provides value. Once you have tested what works best, you can supplement with paid visibility, perhaps by promoting posts from employees. Since personal posts often receive far better responses than traditional corporate profiles, promoting them can help strengthen both the company’s brand and credibility.
Do you want to learn more?
David Alekandersen leads the ESSE masterclass in early-stage sales and marketing together with Knut Pedersen from WeRock Sales on 28 August. Sign up here.