How to grow on LinkedIn as a business

The short answer

Post more often than feels comfortable, from a personal profile, about things the people you want as customers actually care about. Then keep going for six months.

Most businesses post twice, see nothing, and stop. The ones that grow are still posting in month four, when it starts to work.

Often beats brilliant

One excellent post a month grows nothing. Three decent posts a week, for a year, grows a real audience. LinkedIn rewards showing up.

The bar for a decent post is low: a true thing about your work, said plainly, that someone in your customer’s position would find useful.

Measure the right thing

Follower count is a vanity number. What matters is whether the people who see your posts are the people who might buy from you.

A hundred readers who run the kind of business you sell to are worth more than ten thousand who do not. Write for the hundred.

Let it compound

Every post you publish keeps working — people find old posts through new ones, through comments, through your profile. Growth on LinkedIn is not a launch. It is a habit that adds up.

This is why stopping is so expensive. The month you skip is the month the compounding pauses.