LinkedIn has been one of the most effective tools I’ve used and taught others to use to build relationships, grow visibility and bring in business. But many professionals still treat it like an online résumé instead of using it as a platform for connection and opportunity.

You don’t need to post every day or connect with everyone you meet. What works is showing up regularly by posting and sharing content that’s helpful and relevant to the people you want to reach.

These are the same strategies I use myself and advise others to use to make LinkedIn feel less overwhelming and more effective. When you approach it with a plan, it becomes a lot easier to stay consistent and see real results. Here’s how:

Optimize Your Profile to Be Clear, Client-Focused and Searchable

Your profile is often the first thing someone sees when they search for you. It should quickly tell them who you are, what you do and why they should want to connect or work with you. Here are a few things to review and update on your LinkedIn profile:

  • Use a recent, professional headshot
  • Write a headline that goes beyond your job title and actually speaks to what you do
  • Make your About section clear and conversational, don’t just copy and paste your bio
  • Add your featured section to include helpful content, articles or videos
  • Fill out your experience with client-friendly language and include accomplishments
  • Request and display recommendations from people who know how you work
  • Add relevant skills that match how you want to be found

Bonus tip: Use keywords throughout your profile so you show up in search results. Think like your clients or referral sources. What would they type into the search bar if they were looking for someone like you?

Connect with the Right People (and No, You Don’t Always Have to Personalize Requests)

You don’t need to send hundreds of requests a week, and you don’t need to personalize every single one especially if you’re doing it from your phone. But you should be thoughtful with whom you connect. Look for:

  • People in your industry or niche
  • Referral sources and past clients
  • Alumni from your undergrad or law school
  • People who engage with your posts or your firm’s content
  • Professionals you meet at conferences or events

If you’re connecting from your computer and can personalize the message, that’s ideal. But if you’re on the go, it’s okay to skip it, just be intentional with who you’re adding.

Engage More Than You Post

You I get asked all the time, “How often do I really need to post on LinkedIn?” The truth is, you don’t need to post every day or even every week to build a strong presence. You just need to stay active in a smart, intentional way.

Engagement is one of the most underrated strategies on LinkedIn. When you leave thoughtful comments, react to updates or reshare something with a quick takeaway, you stay visible to your network without having to constantly create new content.

And here’s the best part: LinkedIn often prioritizes those actions in the feed. A well-placed comment can put you in front of someone’s entire network. That kind of visibility builds familiarity, which is what leads to opportunities.

Here’s a simple routine that takes just a few minutes a day:

  • Comment on three posts, ideally from people you know, want to reconnect with or want to work with
  • Congratulate someone on a job move, promotion or recent recognition
  • React to client and contact updates, especially ones that are personal or meaningful
  • Look through your LinkedIn notifications tab to see who’s posting and find quick ways to engage

When you do this regularly, even a few times a week, your name starts to show up in more places. People begin to associate you with being engaged and thoughtful. It’s a simple way to stay visible and build stronger connections without having to post all the time.

It also makes your own content perform better. When you engage with others consistently, they’re more likely to return the favor. This isn’t about trading likes. It’s about showing up in a way that builds trust over time.

You don’t need to be everywhere. But you do need to be present.

Stop Selling, Start Helping

People come to LinkedIn to learn, not to be sold to. Use your content to educate, explain and simplify what you do. Answer common questions. Share lessons from recent matters (without naming clients, of course). Offer insights about what you’re seeing in the market.

Types of posts that perform well:

  • Short how-to tips
  • Commentary on timely news
  • Personal stories with professional lessons
  • Behind-the-scenes looks at your work (especially things like mentoring, pro bono or speaking)

Write the way you talk. Be useful. That’s what builds trust.

Use the Featured Section to Highlight Helpful Content

The featured section on your profile is one of the most underused tools on LinkedIn. Think of it as your highlight reel. It’s where you can show what you do, how you think and what kind of work you want more of. It adds context without making someone dig through your activity or scroll your About section.

Think of it as your highlight reel. It gives you a place to show what you do, how you think and what makes you valuable to work with. And it does all of that without sounding self-promotional.

You can feature:

  • Articles or blog posts you’ve written
  • Podcasts or interviews where you’ve shared your perspective
  • Panels or speaking engagements you’ve done
  • Checklists, guides or other useful resources
  • LinkedIn posts that performed well and are still relevant

Instead of hoping someone scrolls through your activity or reads your About section, you can point them to content that supports your brand and your business.

Keep it current. Add links that reflect what you want to be known for. And use it to make your profile more engaging and helpful.

Know When (and When Not) to Use LinkedIn InMail

InMail is overused and usually ignored. Most people get way too many messages from strangers trying to sell them something. If you’re serious about building relationships on LinkedIn, cold outreach should not be your first move.

If you do choose to send a message, make sure it doesn’t feel like a template:

  • Be specific about why you’re reaching out
  • Reference something they’ve shared or worked on
  • Keep it short and easy to read
  • Don’t ask for a meeting right away
  • Give them a reason to respond, like a relevant article, event or mutual connection

But honestly, your best move is to warm up the relationship first.

  • Like or comment on their posts a few times so your name starts to feel familiar
  • Share one of their articles with your network and tag them
  • Look for a mutual contact who can make an introduction
  • Respond to something they’ve published with a thoughtful follow-up in the comments

This kind of engagement takes more time, but it builds trust. And it increases the chances that when you do send a message, they’ll actually read it.

Post at the Right Times and Be Smart About Tags

There’s no perfect time to post, but weekday mornings during business hours usually perform best. You don’t need to overthink it, but it helps to post when your audience is active and paying attention.

Hashtags aren’t driving visibility like they used to. But they can still help index your content and connect it to specific topics. If you use them, keep it simple and relevant. One to three is enough.

When it comes to tagging people or companies:

  • Only tag people who are directly involved
  • Don’t tag a list of names just to try to get more reach
  • Be thoughtful when mentioning colleagues or clients
  • Use tags to create connection, not to fill space

Focus on writing posts that make people want to respond. That’s what builds relationships and keeps your content visible to the right audience.

Get Support From Colleagues

LinkedIn rewards early engagement. If your post gets activity in the first hour or two, it’s more likely to appear in more feeds. That’s why a little internal support can go a long way.

If you’re sharing something important like a blog post, media mention, client alert or award, ask a few colleagues to engage with it. A few comments or reactions early on can make a noticeable impact.

Make it a two-way habit. Support others when they post something that deserves visibility. It’s a small but effective way to help each other and strengthen your presence over time.

Track What’s Working and Adjust

LinkedIn gives you basic analytics for every post. Don’t ignore them. They’re one of the easiest ways to figure out what your audience cares about.

Pay attention to which posts get the most views, reactions, comments and connection requests. Look at patterns. Are you getting more engagement when you share personal stories? Are your tips posts getting saved? Are certain topics consistently falling flat?

You don’t need a fancy tool to figure this out. Just click “view analytics” under your post and see what’s getting traction.

Then use that information to shape your next few posts. Double down on the formats and themes that are working. Try a different angle on something that underperformed. Test, adjust and repeat.

This is how you build a content strategy that actually works by paying attention to what your audience is telling you.

Remember That Leads Don’t Happen Overnight

The people who eventually hire you, refer work to you or invite you to speak probably won’t be the ones commenting on your posts every time. They’re observing quietly. They’re forming impressions based on how you show up, what you share, and how consistently you add value.

That’s why consistency matters.

Not every post will generate big engagement. But every time you show up, you reinforce your credibility. You stay visible. You stay relevant.

That’s how LinkedIn works when used with intention.

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