Strategic LinkedIn Tips for Women Business Owners
Using LinkedIn strategically to build authority, generate leads, and grow your brand.
At our Online Business Mastermind in April, we were joined by the amazing Kati Noakes from KN Comms for a powerful hour designed to help you get more from your LinkedIn strategy.
This interactive session was all about real conversations and practical insight, giving COCO members and visitors the opportunity to ask questions, share challenges, and gain fresh ideas alongside like-minded women in business. Whether you were looking to improve your visibility, refine your messaging, or start generating better results from LinkedIn, everyone left with clarity, confidence, and actionable next steps.
Why Use LinkedIn?
- B2B Lead Magnet: LinkedIn drives 80% of B2B social media leads. Over 94% of B2B marketers distribute content there. It’s ideal for targeting professional audiences and decision-makers.
- Quality Audience: Millions of executives, CEOs, entrepreneurs, and industry experts are active. In fact, 4 out of 5 LinkedIn members influence business decisions.
- Growing Platform: 1.3+ billion members (500+ million active users). Many are not vying for attention like on other networks, so strategic content can stand out.
- Diverse Demographics: LinkedIn skews more towards professionals, capturing audiences that might not be on Instagram or Facebook.
Content Strategy: Share Value and Storytelling
- Video Content: Create short, informative videos. Video posts get up to 5× more engagement. They are perfect for busy professionals scrolling on commute or breaks. (E.g. quick tips, demos, behind-the-scenes clips.)
- Rich Posts: Use carousels, articles, or text posts with storytelling. Start with a compelling hook or statistic to grab attention. Break up long text into short paragraphs or bullet points to encourage clicks on “See more”.
- Personal Stories: Share relatable experiences and lessons. People connect with genuine stories (challenges overcome, success stories, client wins). Relate the story back to your expertise or service at the end.
- Educational Content: Provide actionable tips, industry insights, case studies, or how-to advice. Content that teaches something useful establishes you as an authority.
- Statistics & Controversy: Start posts with interesting stats or a bold statement to pique curiosity. (E.g. “80% of B2B leads come from LinkedIn.”) Controversial or contrarian opinions can spark discussion, but keep it professional.
- Calls to Action: Encourage interactions. Ask readers to comment, share, or save the post for later. Questions in your post or in reply comments invite longer engagement.
Understanding LinkedIn’s Algorithm
- Relevance Over Quantity: LinkedIn’s feed now favours relevance. It analyses your profile, content, and who engages with you to target the right audience. High-quality, relevant content will reach more people than just high-traffic posts.
- Targeted Distribution: When people interact with your posts, LinkedIn notes their profiles. Your content is then shown to similar users. Engaging with specific groups or industries helps train the algorithm to find your ideal audience.
- Comment Quality: Long, thoughtful comments (12+ words) boost visibility. Aim for meaningful dialogue. If someone comments, ask them follow-up questions to encourage longer replies.
- Dwell Time: The longer someone spends on your post (reading text, watching video, swiping a carousel), the more LinkedIn will promote it. Use hooks and concise formatting to keep readers engaged.
- Engagement Signals: Likes, shares, and saves all signal value. Explicitly tell your audience when to “save” or “share” if your content is useful. Profiles visits and follows after seeing a post also signal success to the algorithm.
- Use Polls & Events: Interactive content like polls and LinkedIn Events can drive engagement and broaden reach.
Optimise Your Profile for Search & Authority
- Complete Every Section: A fully filled-out profile ranks higher in searches. Aim for All-Star status. (Users with complete profiles get up to 40× more opportunities.)
- Professional Photo & Cover: Use a clear headshot and a relevant cover image (your logo, a speaking photo, brand graphics, etc.). Profiles with photos are clicked much more often.
- Headline & Keywords: Your headline (under your name) is prime real estate. Include who you help and what you do. Add keywords your target audience might search (e.g. “SEO specialist in High Wycombe”).
- Custom URL: Edit your LinkedIn URL to something simple (e.g. linkedin.com/in/YourName). Avoid numbers or random words and make it easy for others to tag you or find you.
- Skills & Services: List 5+ skills and 5+ services. This boosts credibility and appears in search filters.
- Verify Your Profile: If eligible, link a valid ID. Verified profiles gain more views on average.
- Engaging ‘About’ Section: Start with a strong opening line, people only see the first two lines at first. Tell your story: highlight your passion, expertise, and who you serve. Use first person. End with contact info or a call to action (e.g. an email or link to a free resource).
- Regular Updates: Post updates, share accomplishments or new projects to keep your profile active.
Company Page vs Personal Profile
- Company Page = Credibility: Have a Company Page with your logo, banner, and company info. It legitimises your brand. Link your personal profile jobs to the Company Page. (It also lets people follow your company separately.)
- Focus on Personal Profile: Most engagement comes through people. Share content on your personal profile, even if it’s about your business. Post from the Company Page occasionally (new hires, official announcements), but drive people to follow your Company Page via your personal network.
Engage Strategically to Build Network
- Connect Thoughtfully: Don’t just randomly add people. Search for target demographics (location, industry, job title). Invite or connect with a note explaining why you want to connect.
- Active Engagement: Comment on and share posts from potential clients, industry leaders, or local businesses. Regular, genuine engagement signals your interests to LinkedIn and to real people. It also trains the algorithm to show your posts to those audiences.
- Join Groups & Organizations: Participate in LinkedIn Groups relevant to your field or region (e.g. local business groups, industry associations). Engage there to meet people with similar interests.
- Use Search Filters: LinkedIn lets you search by location, company, industry, etc. Use these filters to find prospects (e.g. “HR managers in Oxfordshire” or “SEO experts in Buckinghamshire”).
- Networking Tips: When you comment on others’ posts, others see your expertise. This drives profile visits and grows your network organically.
Posting Frequency & Habits
- Consistency Over Quantity: Posting at least once a week is recommended. Even one high-quality post weekly can build momentum if it sparks conversation.
- Resurface Posts: If you get good comments on a post, reply thoughtfully. Responding can bump the post back into your network’s feed for longer. You can also re-share content to gain extra mileage.
- Analyse What Works: Track which posts get the best response (views, likes, comments). Double down on those formats and topics.
- Leverage LinkedIn Features: Use LinkedIn Live (if available), Newsletters, or publish articles for deep dives. These attract attention and subscribers.
Key Takeaways for Business Owners
- Think Like a Marketer: Position yourself as an industry expert. Share insights and solutions, not just promotions.
- Focus on Value: Always ask “What can my audience learn or gain?” before posting.
- Be Authentic: Use your voice. LinkedIn favours content that feels genuine, not generic or AI-generated.
- Avoid Jargon: Use clear language and storytelling. That makes content easy to digest and shareable.
- Engage First: Don’t just broadcast. Converse by asking questions and responding to commenters.
- Track Trends: LinkedIn changes often. Stay updated (LinkedIn’s blog or trusted sources) to leverage new features and algorithm shifts.
Quick LinkedIn Checklist
- Optimise Your Profile: Add photo, complete all sections (headline, About, skills), customize your URL.
- Define Your Audience: Determine who you want to reach (industry, role, location). Search for and connect with those people.
- Plan Your Content: Choose a few core topics (your expertise areas). Create a mix of videos, stories, tips, and stats around those topics.
- Create Engaging Posts: Use hooks (questions, bold statements, stats) and storytelling. Include clear CTAs (like “save this post!” or “comment your thoughts”).
- Post Regularly: Aim for at least 1–2 posts per week. Consistency builds visibility.
- Engage Daily: Comment on and like others’ posts, especially those of potential clients or partners. Answer every comment on your own posts.
- Use Analytics: Check LinkedIn’s dashboard weekly to see what’s performing well and refine your strategy.
By following these strategies, business owners can leverage LinkedIn’s professional network to increase visibility, build valuable connections, and drive business growth.
Find out more about our upcoming Online Business Mastermind Events.
About Kati Noakes
KN Communications
Kati Noakes is an experienced social media strategist and the founder of KN Comms, working with clients across the globe. She specialises in helping founders and small businesses confidently use social media to grow their visibility, engagement and impact.
Over the past year, Kati has focused extensively on integrating AI tools into social media strategy, supporting business owners to work smarter while staying authentic and human in their content. She is known for translating fast-changing platform updates into clear, practical advice that founders can apply immediately.
With social media evolving daily, Kati remains committed to staying at the forefront of emerging trends, ensuring the businesses she supports are always prepared for what’s next.
