The Business

Owner’s Guide
to LinkedIn
Reach clients, partners, and peers on
the world’s largest professional network

for small business

About this guide
The Business Owner’s Guide to LinkedIn provides simple steps on ways to
meet new clients, get advice, and even improve sales. You’ll learn to grow
and maintain thriving business connections both on- and offline, and get
cost-effective ideas to help you reach your goals. With LinkedIn, the more
time you put in, the more you’ll get out of it.

Here’s how to put LinkedIn to work for you:

Start using LinkedIn to promote yourself and your business

Gain momentum by expanding your network and sharing your story

Grow your reach and influence as a business leader

i
Table of Contents
Introduction How to use LinkedIn Groups ........................................................15
Why LinkedIn? We help small businesses grow. ..........................iii How to nurture your network........................................................16
How to find and connect with the right people ............................17
Section 1: Getting started with LinkedIn Benefits of frequent check-ins .....................................................18
How to create a personal profile ..................................................2 Checklist: Gaining momentum on LinkedIn ............................19
Why your profile page matters .....................................................3
How to create a Company Page ..................................................4 Section 3: Growing your reach
Why a Company Page matters ....................................................5 How to grow your reach on LinkedIn ...........................................21
How to add connections ..............................................................6 How to go beyond your network ..................................................22
Why connections matter ..............................................................7 How to reach out – the good vs. the bad .....................................23
Checklist: Getting started on LinkedIn....................................8 How to curate content..................................................................24
Tips for sharing updates on LinkedIn ...........................................25
Section 2: Gaining momentum How to publish original content ...................................................26
How to gain momentum on LinkedIn ...........................................10 Checklist: Growing your reach on LinkedIn ............................27
How to create a more robust profile.............................................11
How to make your profile work harder .........................................12 Conclusion: Growing your business on LinkedIn
Find sources to follow ..................................................................13 Final overview: three levels of putting LinkedIn to work ..............29
Why following sources matters ....................................................14 Useful resources...........................................................................30

ii
Why LinkedIn? We help
businesses grow.

Millions of small-business leaders use LinkedIn to tap into a wide-reaching

professional network. In one place, you can do all this:

Reach new clients

Showcase your expertise and connect with interested prospects.

Build relationships
Strengthen your professional network to help grow your business.

Get advice
Swap stories with people who’ve been in your shoes.

Increase credibility
Establish yourself as a business leader and expert in your field.

Start in minutes
All you need is a personal LinkedIn profile and a Company Page.
• Here’s how to get started ›
• Already have an account? Make the most of it ›

iii
SECTION 1:

Getting started
with LinkedIn
• Create a personal profile

• Build a Company Page

• Add connections
How to create a personal profile
Introduce yourself to a thriving business network

The goal is to create a LinkedIn profile page that folds in the story of
your business. If you’ve already signed up, skip this step and move on
to Section 2.

1. Visit www.linkedin.com and follow the prompts.

2. Enter your first and last name, professional email address,

and password. (Remember to use your name, not the name
of your business.)

3. Click “Join Now.”

4. Fill out your profile. Select the pencil icon to make edits later.

You’ll find tips for strengthening your personal profile on the next page.
4 out of 5 members on LinkedIn
drive business decisions

2
Why your profile page matters
Showcase your professional story

A photo typically results in

21x more profile views
Profile picture: Put a face to the name
Adding a photo is one of the most powerful things you can do. Professional
headshots are helpful, but a well-composed personal photo works too. Headline

Headline: Make it thoughtful

Your headline is the first thing people will read, so clarity is key. Explain what
you do and who you do it for. “I help companies drive engagement and
deepen loyalty,” for example, or “CEO & Founder of [Your Company Name].”

Summary: Write your story, not the company’s

Starting a business is no small task, and your summary is the ideal place to
Incorporate keywords to help
share your mission. Think of this as a place to identify yourself as the person
rank higher in search results
behind your business.

Experience: Share your work history

Add your company name in manually – it won’t appear in the dropdown list,
but we’ll link to your Company Page at a later step. Then fill in your work Experience
experience and industry. A current resume will help.

3
How to create a Company Page
Tell the story of your business

Help new clients find you with a free Company Page. It’s quick to set up,
and it gives you a place to showcase your leadership and expertise.

1. Select “Work” in the top navigation bar

2. Click “Create a Company Page”

3. Fill in your company name and an initial URL (you can change it later)

4. Click “Create page” to publish and save changes

5. KEY STEP: On your personal profile, update your work experience

to link to this new Company Page

Business leaders with a Company

Page receive 4X MORE profile views

4
 GET 6X MORE visits to your

Why a Company Page matters Company Page by adding a logo

Impress clients with a company profile page – it’s free

Logo and cover image: worth a thousand words

Adding a company logo and cover image is a powerful way to build
a brand. Think about adding pictures of the town you work in, your
products, services, or workspace.

“About us” section: Share your story (for SEO)

Why did you start your business? Who are your clients? What’s the best
way to get in touch with you? Describe your specialties in clear and
concise terms – and aim to include keywords that will help your page rank
higher in search results.

No website? No problem.
When creating a Company Page, you’re required to include a URL for
your business. If you don’t have a website, fill this in with your LinkedIn
profile or other personal site.

5
How to add connections
Establish and expand your professional network

Growing your network won’t happen all at once, but LinkedIn makes it
easy for savvy small-business owners to widen their sphere of influence.

How to make connections

1. Choose “My Network” in the LinkedIn navigation bar, or click
the “Find connections” button

2. Follow the steps to sync your email address book

3. To find a certain person, enter a name in the search bar

4. Click “Connect” to send a networking request

6
 Tip: Aim for 30+ connections
Once your LinkedIn network reaches 30 colleagues,
you’ll start seeing more relevant industry news and

Why connections matter personal insights each time you sign in to LinkedIn.

Every new connection is a chance to grow

Sync and add: Find your community

All you have to do is sync your email address list. You’ll discover
people you know who are already on LinkedIn, and stay up to date
with business contacts, even if they move positions or employers.

Grow your reach: Connect with a wide range

Building out your network can give you an impressive reach of
second-degree connections – the people who know your mutual
connection, but may not know you (yet).

“See alumni” from your alma mater

Broaden your network by connecting with alumni from your places
of schooling. Search for your school, “Follow” updates, and choose
to “See alumni.” These steps can get you closer to people who can
help you achieve your business goals.

7
Checklist: Getting started Every element builds on the next
on LinkedIn Your profile and Company Page will lead to new
connections. And any connection could lead to
your next big client, partner, or investor.

Nice work, we covered a lot. Here’s a checklist of

how to start using LinkedIn to grow your business.

Create a personal profile

Add a photo
Write a headline
Fill in a summary
Enter your work experience

Build a Company Page

Upload your logo
Write an “About us” section
Use keywords for SEO

Add connections
Sync your email address book

8
SECTION 2:

Gaining momentum
• Develop your profile

• Find and follow sources

• Add new connections

• Engage with your network

 Completed profiles earn:
21x more profile views
36x more messages
How to gain momentum 9x more connection requests

on LinkedIn
Tap into a thriving business community

Running a successful business means making smart decisions every day

about the best ways to use your limited time, budget, and resources.

That’s why millions of small-business leaders tap into LinkedIn’s professional

community to get advice, share updates, and find industry news.

In this section, we’ll give you simple tips to help you:

Create a more robust profile

Find and follow influencers, companies, and LinkedIn Groups

Continue to find and add connections

Engage on LinkedIn in as little as 5 minutes a day

10
How to create a more
robust profile
A compelling business story starts here

The more you add to your personal profile and Company Page, the
more likely new clients will notice you and your business. Since this is
often the first thing people see, it’s in your best interest to craft a well-
rounded profile.

Ways to strengthen your profile

Choose “Add new profile section”

Create a unique LinkedIn URL and add your web properties

Showcase your work

Connect with more colleagues

Search for contacts that might help you achieve your goals

11
 Members with 5 or more skills
How to make your profile are found up to 27X MORE
work harder
You’ve got skills. Show them off.

Skills and background: Prove your expertise

The more details you add to your profile, the easier it becomes
to make new connections. You’ll earn more profile views just by
filling in your education and industry.

Accomplishments: Share awards

List your business certifications or awards in this section, as well
as any mentions in a local publication. If you’ve been named the
“Small Business of the Year,” don’t hesitate to share.

Media: Link to outside sources

Nothing reveals the quality of your work better than rich, tangible
examples. Upload or link to blog posts, presentations, images,
and websites. Give people a reason to engage with you.

Recommendations: Ask clients to speak for you

Get endorsements and recommendations from clients who can
speak credibly about your abilities and contributions. This will
help catch the eye of prospective customers.

12
Find sources to follow
Search for sources that speak to your goals

Learn directly from industry leaders by choosing to follow their updates

on LinkedIn. You’ll see their updates in the feed on your page. If you like
something you read, chime in with your point of view.

Steps to follow influencers or companies

1. Search for experts or leaders in your industry, or find companies
you admire

2. Click “Follow”

3. Read, like, and share content you enjoy; your activity will help
make your business stand out

13
 Not sure who to follow? Start here.
• National Small Business Association Follow ›

Why following sources matters • Small Business Trends Follow ›

• Fast Company Follow ›

Get business advice from multiple voices
• American Express OPEN, small-business
services Follow ›
Seek out industry leaders • Entrepreneur Media Follow ›
Stay informed by following voices that align with your
• Melinda Emerson, SmallBizLady Follow ›
specialization. Chose a variety of voices and, as you feel
comfortable, add comments to their posts. This will help your • Martin Zwilling, CEO of StartUp Professionals,
business start to surface on other people’s feeds. Inc. Follow ›

Choose your “follows” wisely • Jeff Weiner, CEO of LinkedIn Follow ›

Influencers and companies you follow will begin to fill your
LinkedIn feed. Pick the ones most relevant to your business
goals, as well as competitive voices. There are small-business
associations in many locations; you may want to start there.

14
 Try these LinkedIn Groups
How to use LinkedIn Groups • Entrepreneur & Small Business Forum
Join a community of small-business leaders Learn more ›
• LinkedIn Small Business Innovators
Learn more ›
Swap stories in a LinkedIn Group
• Small Business & Independent Consultant Network
These private communities are built around a common interest,
industry, or job function. They can be a useful resource if you’re Learn more ›
looking for guidance or feedback. They’re also an easy way to
meet other small business owners.

Groups and channels add depth to your profile

The groups you join and channels you follow will appear under
“Interests” on your personal profile. This signals what’s important
to you. At the same time, these added interests will make your
LinkedIn experience more tailored.

15
How to nurture your network
Reach out, add comments, and share updates

Connecting with clients on a personal level is one of the advantages of

being a small-business owner. Interacting on LinkedIn is another way to
build relationships. This can be done in as little as five minutes a day.

Steps to stay active on LinkedIn:

1. Reach out to contacts to keep in active communication

2. Comment, like, and share articles and news

3. Post updates from both your personal profile and Company Page

4. Promote accomplishments both big and small

16
How to find and connect
with the right people
Continue to establish credibility as a business leader

Use the search bar to find more contacts

Our search bar can open up a world of business connections.
Search LinkedIn to find everyone you’d like to work with again.
Don’t leave out friends, family, or former colleagues.

Reach out with custom messages

Try to write a short, personal message when asking people to join
your network – especially if you haven’t done business with them
recently. It’s always appreciated.

Continue to grow your network

Check the “My Network” tab to see suggestions of people you may
know. Continue to invite contacts you meet – in a LinkedIn Group,
via a comment, or in real life – to your network.

Refine your search with “All filters”

If you want to find a connection in a particular industry, from a
specific school, or with a certain level of experience, open up
“All Filters” in the search bar.

17
Benefits of frequent check-ins
Consistent engagement on LinkedIn helps grow your network

Regular activity is best

Like any community of professionals, your LinkedIn network
thrives on interaction. Download the LinkedIn app to make it easy
to connect and share insights – from anywhere.

Take action: Like or add comments

Keep the conversation going by interacting with updates from
other companies and LinkedIn members.

Promote accomplishments and awards

Received a great review? Landed a new client? Excited about a
new project? Share the good news with your LinkedIn community.

18
Checklist: Gaining Give your Company Page its own voice

momentum on LinkedIn
It’s a smart strategy to view your personal profile and
Company Page as two separate accounts on LinkedIn.
Vary the way you comment and share content according
to which “personality” you’re developing.
Here’s a checklist to help you add momentum
to your business presence on LinkedIn:

Develop your profile

Add more skills, background, media
Ask for recommendations

Follow expert sources

Search for leaders, companies, schools
Explore LinkedIn Groups

Nurture your network

Add comments
Share updates
Post from your profile and Company Page

Add more connections

Search beyond your network

19
SECTION 3:

Growing your reach

• Reach professionals

• Curate content

• Publish original articles

How to grow your reach
on LinkedIn
Use your influence to propel your business success

LinkedIn is a place to start conversations with people who show interest

in your business, and to differentiate yourself from the competition.
Sound like work? Maybe it is, a little. But it’s also fun to watch your
influence spread.

You’ve already created a strong, interesting presence for yourself and

your business. Now it’s time to use that credibility to attract new clients.

In this section, you’ll find tips on how to:

Reach professionals with connections that matter

Curate content on LinkedIn to expand your influence

Write and publish original thoughts and stories

21
 Think like a journalist: Don’t bury the lede

How to go beyond your network Concise intros are more likely to result in engagement.
Ask thoughtful questions and include a clear call to
Reach out to potential mentors, partners, and clients action, such as a link to your Company Page.

With 530+ million professionals on LinkedIn, someone is bound to lead you

to your next big project. That’s why it’s essential to continue to reach out to
new, bigger connections.

Steps to grow your reach

1. Interact with potential mentors, partners, and clients

2. Once a relationship has been established, connect with them

3. Reach out to mentors of varying degrees of celebrity and influence

Be helpful and friendly, not salesy

Don’t send overly promotional messages when reaching out
to a new connection. Aim to be straightforward – for example,
“I’d like to find out if someone you know can use my services.”

22
How to reach out – the good vs. the bad
Add a personal message, and make it genuine

When you invite someone you don’t know to join your network, it’s essential
that you include a personal note that explains why you’re reaching out.

Good outreach message Bad outreach message

Personalizes the message Seeks a new connection with no context

Feels sincere and personal Tries to sell the idea without a believable rationale
Includes commonalities Feels impersonal
Uses the “Small Business” card

23
How to curate content
Read, like, share, comment – and repeat

Every page you follow will show up on your feed, giving you an opportunity
to add comments or re-share thoughts. Your additions will show up across
the small-business community.

You can comment on or share updates to curate content – and grow your
business presence – on LinkedIn.

Steps to curate content

1. Find and share articles and updates relevant to you and your network

2. Add your own commentary

Example comment:
“This is a great point, [writer’s name]. Have you considered
how automation will affect small businesses?”

24
Tips for sharing updates
on LinkedIn
Find and highlight a benefit for your followers

Post often (biweekly or monthly if possible)

Updates posted in the morning usually earn the highest
engagement, with a slight bump occurring again after business
hours. Experiment to see what works best for your company.

Re-share, tag, and add comments

If you attend a conference, share an article about the event and
include a comment about your favorite session. Share photos from Add an image to your post – this can
events, and tag other attendees. Ask them to share their highlights.
result in up to 98% MORE comments
Start conversations, not sales pitches
People tune out overly promotional updates. When posting
company-related news or product announcements, make sure
they deliver a specific benefit to your followers.

25
 Useful writing prompts
How to publish original content Need help getting started? Answer one of
LinkedIn makes it simple to share your thoughts and stories these questions:
• What is one thing you learned recently?

• What is a piece of business advice you’d

LinkedIn provides a huge platform where you can share professional give to your younger self?
expertise, experiences, and anecdotes. Many times, the most interesting • What is the one life hack that enables you
stories will combine a personal life lesson with your unique business to be more productive?
perspective.
• What have your mentors taught you about

Steps to publish original content work and life?

1. Click “Write an article” at the top of your LinkedIn feed

2. Create a headline and compose your story

3. Add images or a video

4. Review your draft and make edits

5. Click “Publish”

26
Checklist: Growing your
reach on LinkedIn

Now that you’re an expert at using LinkedIn, here’s a

checklist to help you develop your business influence:

Reach out to professionals

Message potential mentors and clients
Include context for reaching out

Curate content
Share articles and updates
Add commentary
Include imagery

Publish original content

Draft and edit original thoughts or stories
Share your writing on LinkedIn Your reach will spread with time
As you continue to add to LinkedIn, your reach
can grow exponentially. It may seem slow at first.
Consistent updates and new connections will pay
off – and they can lead to your next client.

27
CONCLUSION:

Growing your business

on LinkedIn
• Final overview
• Useful resources
Final overview: three levels of putting LinkedIn to work

There are many ways LinkedIn can help grow your small business, and several different paths that can get you there.

Start Gain momentum Grow

Timing 10–15 minutes (one time) 10 minutes (one time) + 5 minutes a day 30–60 minutes a week

Action steps • Set up your profile • Completely fill out your profile and • Find and follow potential mentors
Company Page and partners
• Create a Company Page for your
business • Continue to build your network • Start conversations with people who
show interest in your products and
• Connect with colleagues, partners, • Read and share business-related
services
and friends content on your feed
• Continue to read, like, and share
• Engage with connections
content

Impact Your personal profile and Company As you become more active on LinkedIn, Maintaining key relationships and
Page are the foundation of everything your business will appear more credible building a strong presence on LinkedIn
that happens on LinkedIn. This is where (and interesting) to clients. Start here › will help you attract new clients and
you’ll shape your brand. Start here › increase sales. Start here ›

29
Start, gain momentum,
and grow your business
Useful resources for your journey

LinkedIn is a place where the business contacts you meet in real life can
grow to include a world of other professionals, from companies of all
sizes. The range of experience you can tap into is virtually limitless.

One key thing to remember is that your growth on LinkedIn may take
some time. Everything you do on LinkedIn helps grow your reach, and
sets your business up for success.

Here are a few final resources to help you make the most of LinkedIn:

LinkedIn Help Center ›

LinkedIn Marketing Solutions ›

LinkedIn for small business ›

30