If LinkedIn isn’t bringing you new opportunities, chances are you’re not using it the right way. Posting now and then isn’t enough. The platform rewards consistency, engagement and real conversations. The people who get the most out of LinkedIn aren’t just broadcasting updates, they’re building relationships, sharing insights that matter and staying top of mind with the right people.

Whether you’re looking to grow your business, attract clients or position yourself as a leader in your field, success on LinkedIn comes down to being intentional. That means showing up regularly, engaging thoughtfully and creating content that sparks real connections. Here’s how to do it.

Understanding the LinkedIn Algorithm

When you post on LinkedIn, the algorithm determines who sees it. Here’s how it works:

  1. First Connections See It First: Your content initially appears to your first-degree connections. To gain traction, at least one of them needs to engage with it – a like, comment or share.
  2. Second-Degree Connections Get a Peek: Once someone engages, LinkedIn begins showing your content to their first-degree connections. These are your second-degree connections.
  3. Third-Degree Connections Join the Party: If your post resonates with second-degree connections, LinkedIn may extend its reach to third-degree connections. But here’s the catch: the content needs to be interesting and relevant enough to spark engagement at each level.

This process shows why getting beyond the first hurdle is essential but it also illustrates why relying solely on the algorithm is not enough.

How to Expand Your Reach Strategically

Instead of letting LinkedIn’s algorithm dictate your content’s success, you can take proactive steps to create momentum for yours posts.

  1. Ask for Advice: Instead of selling yourself, ask for advice. People love sharing their expertise and this approach opens doors while building genuine connections. It’s a subtle yet effective way to grow your network authentically.
  2. Turn New Engagement into Connections: When someone from your second- or third-degree network engages with your content, take the opportunity to connect with them. Send a simple message, like: “Thanks for engaging with my post—I’m glad it resonated! It’s great to see new perspectives joining the conversation.” This approach accomplishes two things: it eliminates the first two hurdles for future posts, and it makes your content more likely to show up on their feed moving forward. Essentially, you’re creating an audience that’s primed to engage with your content.
  3. Share Valuable Content from Others: Share one piece of valuable content from someone in your network every day for a month. Tag them in your post. Not only does this increase engagement on your own profile, but it also fosters goodwill and strengthens your relationships within your network.
  4. Leverage Profile Views: If you’re posting regularly, you’re likely getting a lot of profile views, even from people who don’t engage directly. This is often referred to as “dark social” engagement, where impressions far outweigh visible likes or comments. Check who’s been viewing your profile and reach out to those who align with your ideal client profile. If you’re on a free LinkedIn account, you can only see the last five viewers. Consider upgrading to LinkedIn Sales Navigator, which lets you access profile views from the past 90 days.
  5. Use the ‘Industry Crossover’ Technique: Connect with professionals in adjacent industries. For example, if you’re a real estate lawyer, build connections with realtors or property developers. Fresh perspectives can lead to unexpected opportunities and collaborations.
  6. The ‘Comment First’ Strategy: Before posting your own content, spend a week thoughtfully commenting on others’ posts. You’ll be surprised how many high-value connections you make through this simple yet effective strategy.
  7. Engage Beyond Content: Posting is only one piece of the puzzle. To maximize your LinkedIn efforts, treat it like a networking event. Comment on others’ posts, share thoughtful insights, and send personalized messages to strengthen connections. This proactive engagement creates opportunities for conversations that can lead to new business.

Why Passive Posting Isn’t Enough

Relying solely on your content to generate opportunities is like speaking on a massive conference stage and waiting for people to approach you. While visibility is important, the real magic happens in the follow-up: reaching out to attendees, scheduling meetings and starting conversations.

LinkedIn works the same way. By combining content creation with consistent outreach and engagement, you’ll see better results than if you only focus on posting.

Takeaways to Implement Today

  • Use engagement from second- and third-degree connections to build your audience.
  • Monitor profile views and use them as a tool to connect with potential leads.
  • Treat LinkedIn as an active networking platform, not just a content repository.
  • Share content from others in your network and tag them to build rapport.
  • Experiment with connecting across industries for fresh opportunities.

With these strategies, you’ll be able to grow your LinkedIn presence in a way that feels authentic and results-driven. Now, go turn your connections into opportunities!

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