Jemicah Marasigan
Content Marketing Manager
These days, LinkedIn is not just for corporate ladder climbers or people trying to soft-launch their layoff with a #newbeginnings post.
If you run a small business and you’re not actively using LinkedIn to grow your business in 2025, you’re leaving money — and relationships — on the table.
Gone are the days when LinkedIn was just a digital résumé graveyard. This platform is now a small business powerhouse: it’s where you build credibility, connect with decision-makers, and get in front of people who are literally looking for what you offer.
Whether you’re selling software, running a creative agency, or offering consulting services, LinkedIn is where B2B happens. And you don’t need a massive team or paid ads to make it work. You just need a smart setup, a solid content game, and a little consistency.
Let’s walk through how to use LinkedIn to grow your small business, in just 8 easy steps.
Step 1: Set up a LinkedIn Company Page that doesn’t feel like an afterthought
Before we talk strategy, let’s make sure your house is in order.
If you haven’t already, set up a LinkedIn Company Page. You’ll need a personal profile to do this (and yes, you should optimize that too — but more on that later).
Here’s what to include to make your business look legit:
Company name + custom URL: Keep it clean and brand-aligned. Add “Inc.” or “Co.” if your name is already taken.
Industry, company size, and type: These are straightforward but important for visibility.
Tagline: Think mission meets elevator pitch. Keep it snappy.
Logo + Cover Photo: Your logo shows up tiny in feeds, so keep it simple. For the cover, use a team photo, a branded graphic, or even a punchy tagline design. Canva has great templates if design isn’t your thing.
About Section: This is your chance to shine. Use up those 2,000 characters to share your origin story, what makes your business different, and how you help your clients win. Sprinkle in relevant keywords while still sounding human. Think: "The agency for creative teams," "digital marketing for nonprofits," or "branding strategy for B2Cs."
Specialties: Think of this as your SEO cheat code on LinkedIn. These are keywords or phrases that describe exactly what your business does, like “brand strategy,” “sales enablement,” or “executive coaching.” They improve your visibility when people search for services like yours. But, you only get 20 slots so use them wisely.
Step 2: Don’t just build a Company Page, build your LinkedIn presence, too
While your business profile is the official face of your brand, your personal LinkedIn profile is where real relationships take root. And in 2025, people want to do business with people, not just logos.
Whether you're a founder, marketing lead, or one-person show, if you want to use LinkedIn to grow your business in a meaningful, sustainable way, you need to show up as you — not just your brand.
Here's how:
Post original thought leadership: Share lessons you’ve learned, opinions on industry trends, or behind-the-scenes snapshots of your journey. The goal? Become a voice people trust and turn to.
Engage with others: Don’t just scroll! Comment meaningfully on posts in your network. Congratulate peers, share reactions to news, and ask questions.
Position yourself as a subject matter expert: Use your profile to reflect your niche, experience, and perspective. Update your headline, summary, and featured section to showcase your expertise.
Be consistent: Showing up regularly is just as important as what you post. Whether it’s once a week or a few times per month, build a cadence that works for you and stick to it. This builds recognition, credibility, and eventually, inbound opportunities.
Use Creator Mode: LinkedIn's Creator Mode lets you highlight key topics you post about, feature links or posts at the top of your profile, and even add a follow button instead of a connect button to grow your audience faster
Step 3: Use LinkedIn to grow your business with content that actually lands
If you're serious about using LinkedIn to grow your business, posting content isn’t optional — it’s the whole game. And no, we’re not talking about stiff corporate updates or recycled quotes from Google. We mean real content. Stuff that shows your brain, your personality, and the problems you solve.
This goes for both your business page and your personal profile. People follow brands, but they connect with humans. Use both to your advantage: share value, tell stories, and show up like the kind of person (or company) people actually want to work with.
You don’t need to go viral. You just need to show up consistently. Here's what that can look like:
Thoughtful takes on industry news
People love smart opinions. React to a trend, explain how it impacts your clients, or debunk a common myth. These posts perform well when they show you know your stuff — and aren’t afraid to share it.
Personal profile: Share your hot take on a new industry trend and what it means for your clients or peers. Keep it conversational.
Business page: Repost with a branded POV — maybe from your founder or marketing lead — and tag relevant team members to start a discussion.
Behind-the-scenes peeks
Let people in. Share the messy, the real, the in-progress moments that make your business human. It’s not about being polished, it’s about being relatable.
Personal profile: Show what your workday actually looks like. A moment from your desk, a client call recap, or a project you’re excited about.
Business page: Share team photos, product sneak peeks, or what a typical Monday looks like inside your company.
LinkedIn newsletters
Newsletters are one of the most underrated ways to grow an audience on LinkedIn — especially if you’ve got something valuable to say on a regular basis. The best part? LinkedIn sends a notification to your subscribers every time you publish. That’s built-in reach you don’t have to fight for.
-
Personal profile: Start a newsletter as a founder, expert, or creator to share monthly insights, tips, or lessons learned. Think of it like a blog—but one your network actually sees.
-
Business page: Use your company newsletter to deliver updates, curated resources, thought leadership, or even customer stories. Just keep the tone human. No one wants to read a corporate brochure in their feed.
Pro tip: Give your newsletter a name that feels like something people want to open (not just “Monthly Update”). Something like “Growth Notes,” “The Build,” or “No Filter: Behind the Brand” works way better
Client wins and company milestones
Good news is meant to be shared. Whether it’s a new client, a big milestone, a client testimonial, or just a small win worth celebrating, these posts build credibility and community.
Personal profile: Reflect on what the win means to you or your team — and don’t forget to give credit where it’s due.
Business page: Announce the milestone and share a quick story or stat that shows impact, not just hype.
Blog posts and resources
Repurpose your longer content into short, punchy LinkedIn posts that make people stop scrolling. Lead with the takeaway, not just the link.
Personal profile: Pull out one key insight from a blog or resource and explain why it matters. Keep the tone casual and real. Even better, relate it to you somehow.
Business page: Break a blog into a short series of posts or a carousel of images that delivers value upfront and invites deeper reading.
Video content
Video is one of the fastest-growing content formats on LinkedIn — and for good reason. The algorithm loves it, your reach goes up, and it's a great way to stand out in a scroll of static posts. And you don’t need a full production team to make it work. The key? Keep it short, focused, and authentic.
Personal profile: Share a quick lesson from your week, a myth you keep hearing from clients, or a tip you wish more people knew. Talk like you would to a friend on FaceTime.
Business page: Use video to spotlight your team, walk through features, or answer FAQs. Even a 60-second “Here’s how we helped a client solve X” video can go a long way.
Ask your audience questions
Questions equals engagement. They spark conversation, invite connection, and let your audience do some of the talking. But the best questions aren’t random — they’re tied to your niche, your expertise, or the challenges your audience faces.
Personal profile: Ask about tools, trends, or hard-won lessons. Try: “What’s a piece of business advice you completely ignored (and then regretted)?” or “What’s your go-to strategy when you hit a slow month?”
Business page: Use questions to test ideas, source content inspiration, or invite feedback. Ask things like: “What’s your biggest challenge when scaling a team?” or “How are you adjusting your marketing budget this quarter?”
Then, you can even turn great answers into follow-up posts or content series. It keeps the conversation going and shows your audience you’re listening.
Get the latest from our blog every month
Step 4: Start LinkedIn prospecting like a pro (without being that person)
This is where the magic happens. LinkedIn prospecting in 2025 is smarter, not louder. It’s about connecting meaningfully, not cold-messaging every person with a job title you like.
Start by using LinkedIn’s search filters. Look for job titles, industries, company sizes, and locations that match your ideal customer. Save these searches and revisit them weekly.
Once you’ve got a list, check their activity. Are they posting? Commenting? That’s your cue to engage before you ever send a message.
Tips for effective outreach:
Personalize your connection requests: Mention something you admire about their work or a shared interest.
Follow up gently: Share a helpful link or resource without pushing a sale.
Use voice notes or video messages sparingly: But they can help you stand out when done well.
Copper CRM makes this easier with its LinkedIn Extension, so you can add leads directly from LinkedIn into your CRM with just a few clicks. No more copy-pasting names or digging through DMs. You’ll get enriched contact details, a full convo history, and reminders to follow up — so nothing slips through the cracks.
And remember: This isn’t about spamming inboxes. It’s about building real relationships, one conversation at a time.
Step 5: Commit to a content schedule that doesn’t burn you out
Here’s a simple weekly structure for small teams:
Monday: Share a blog post, podcast, or original insight
Tuesday: Post a client win, testimonial, or result
Wednesday: Highlight a team member, work in progress, or collaboration
Thursday: Weigh in on a news trend or post a poll
Friday: Share a behind-the-scenes photo or upcoming event
Of course, you don’t need to post daily. What you need is consistency. If that feels like too much, scale it to 2-3 posts per week — but don’t disappear. Showing up regularly builds trust and keeps your business top-of-mind.
Screenshot suggestion: a Trello, Notion, or Google Sheet calendar showing this plan in action.
Step 6: Promote your page wherever you show up
You’d be surprised how many people forget this step. If you want people to follow your page or see your content, you have to promote it.
Ideas to make your page discoverable:
Add your LinkedIn Company Page link to your email signature (with a clean, clickable CTA)
Link it on your website footer and contact page
Cross-promote on other social media platforms
Mention it in webinars, workshops, or slide decks
Pro tip: Ask happy clients to follow and engage with your Company Page. Their interaction signals credibility to their own networks.
Visual cue: a mock-up of an email signature featuring social icons, with LinkedIn highlighted.
Step 7: Get your company and team involved
You might not have a full-blown marketing department, but if you have even one employee or contractor, you’ve got a secret weapon: employee advocacy.
Here’s how your people can help multiply your reach:
Update their LinkedIn profiles to reflect their role at your business
Have them like, comment, and share your company’s posts
Create original posts that mention your company — like lessons from a project or client feedback
You could even create a monthly "LinkedIn Content Pack" for your team with ideas, graphics, or links they can use to easily engage with or repost.
Step 8: Measure what’s working and double down
LinkedIn’s analytics give you a basic overview: post impressions, clicks, engagement rates, and follower growth. But if you want to get serious, look beyond the vanity metrics.
Here’s what to track:
Which types of content are getting the most reactions, shares, and comments?
Are you growing the right audience (i.e., potential clients and partners)?
Is your team’s content getting traction? Who's influencing the most reach?
Use this data to inform your strategy going forward. If your team’s content is outperforming your Company Page, consider investing more in employee advocacy tools or scheduling time for team-led content creation.
Use LinkedIn for small business growth in a way that feels human, helpful, and actually fun
LinkedIn isn’t just a place to drop your latest blog post and bounce. It’s a living, breathing ecosystem where small businesses can build brand credibility, connect with the right people, and grow even without spending a dime on ads.
If you're still wondering how to use LinkedIn to grow your business, here's your answer: show up with intention, create content that resonates, and engage with people like a human — not a pitch machine.
So whether you’re just setting up your Company Page or ready to level up your LinkedIn prospecting game… lean in. Show up consistently. Be yourself. Offer value.
And if you want a CRM that helps you turn those conversations into clients without juggling a million tabs, check out Copper. It was literally built to keep all your relationship-building efforts (LinkedIn included) organized and moving.
