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?<\/p>\n\n\n\n
Before the summer, Salvador Baille from Aggrator led a Webinar<\/a> with David Aleksandersen, Chief Revenue Officer at Spring Agency<\/a>. 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\u2019s best tips.<\/p>\n\n\n\n LinkedIn is the world's largest professional network, with over 1 billion users globally and over 1.2 million Norwegian users (Financial Union<\/a>, (2024). This makes the platform one of the most effective channels for B2B marketing, networking, and brand building for small and medium-sized businesses. 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.<\/p>\n\n\n\n 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<\/a>, (2025) . Thus, posts on employees' and entrepreneurs' profiles will most likely provide significantly greater reach and engagement than posts on company profiles.<\/p>\n\n\n\n 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.<\/p>\n\n\n\n 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?<\/p>\n\n\n\n Without a clear direction, your content can quickly become incoherent, and you\u2019ll lose both the audience\u2019s and the algorithm\u2019s attention. On the other hand, if you publish regularly on a clearly defined topic, LinkedIn\u2019s algorithm will more easily see you as an expert and therefore spread your content wider (Hootsuite<\/a>, 2025).<\/p>\n\n\n\n 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. <\/p>\n\n\n\n It's not just your content that should be strategic; it also applies to who you have in your network.<\/p>\n\n\n\n According to David, it\u2019s 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.<\/p>\n\n\n\n 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.<\/p>\n\n\n\n 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\u2019s posts right before you publish your own. This \u00abactivates\u00bb your network and increases the chance that more people will see the post when it is posted (Sprout<\/a>, 2024).<\/p>\n\n\n\n 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.<\/p>\n\n\n\nWhy should startups and SMEs invest in LinkedIn?<\/h2>\n\n\n\n
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<\/a> (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!<\/p>\n\n\n\n5 tips for success on LinkedIn<\/h2>\n\n\n\n
1. People are more interested in people than in businesses<\/h3>\n\n\n\n
2. Be clear about who you are and what you want<\/h3>\n\n\n\n
3. Build your network strategically<\/h3>\n\n\n\n
4. Post and engage regularly \u2013 especially right before you publish<\/h3>\n\n\n\n