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FROM THE CAPTAIN'S LOG

Make Your LinkedIn Work For You

MARCH 2025

Remember when networking meant handing out a stack of business cards at conferences? Those days are gone.

Now, when you meet someone at an event, you’re more likely to scan their badge or connect via a LinkedIn QR code than swap a paper card. Technology has changed how we build relationships, and LinkedIn has become your modern business card, except it’s way more powerful.

According to LinkedIn Business, 75% of B2B decision-makers use LinkedIn to research professionals before working with them. They’re looking at your profile, your posts, and your engagement to see if you’re an industry leader worth following. If your profile is outdated or inactive, potential clients and collaborators may pass you over in favor of someone who consistently shares insights.

This means your LinkedIn presence now carries as much weight as your resume, if not more. If you’re not leveraging it to build authority and attract opportunities, you’re missing out.

Your Opinions Are Not Thought Leadership

A lot of people assume that thought leadership means posting strong opinions or hot takes. It doesn’t. True thought leadership educates, inspires, and provides unique insights that establish you as an authority in your field.


To do it right, you’ll need a mindset shift from “What do I want to say?” to “What does my audience need to hear?” Your audience doesn’t want to be talked at. They want connection, insight, and value.


For example, instead of posting something vague like, “SEO is changing in 2025,” a thought leader would break down how it’s changing, provide real-world examples, and offer actionable takeaways. The best LinkedIn content follows a pattern: share industry trends, case studies, and personal lessons learned.

Leads, Not Likes

A lot of us (yes, me too) have been guilty of posting on LinkedIn without a clear strategy. The result is surface-level engagement that looks like plenty of likes, but few actual business leads. To truly get the most out of LinkedIn, you need to create posts that drive engagement and action.

Think back to high school English class and the inverted pyramid structure. Don’t remember it? Okay, here’s a refresher.

Start with a hook that grabs attention within two seconds using something bold or thought-provoking.

For example:

  • “Most LinkedIn posts don’t convert clients. Here’s why.”
  • “I almost lost my biggest client because of this one mistake…”

 

Next, give context by setting up the problem in a way your audience can relate to. Then, dive into insights—explain why the topic matters, back it up with real-world data or experience, and provide a practical solution.

Finally, end with a call to action that encourages engagement. This could be inviting opinions, sparking discussion, or prompting readers to connect.

Instead of just collecting vanity metrics (looking at you, likes), this kind of structure drives real engagement and direct messages from potential clients and business partners.

Build Once, Share Twice

Years ago, I saw a video from Gary Vee about how to make content work harder for you. If you look at his channels, he’s a master at repurposing content without it feeling tired and repetitive.

I personally follow this rule: if I create it, I need to share it at least twice in different formats. Otherwise, it’s not worth the time investment for me.

One of the biggest advantages of LinkedIn content is its ability to be repurposed across multiple platforms. This allows you to maximize reach without having to create brand-new content constantly.

I like to plan content from the outside in by starting with a broad content strategy that covers web, email, and social media. At the end of each month, I look at what content performed best (engagement, reach, comments) and adjust accordingly.

You can also work your way “out” of Linkedin and expand your best LinkedIn posts into different formats. Expand a high-performing post into a full-length blog article for your website, or repurpose it into an email newsletter to share insights with your audience. Break key points into a Threads thread for bite-sized engagement, or turn them into a short-form video for Instagram. If a post sparks meaningful discussion, it can become the foundation for a speaking engagement pitch at industry events.

For example, if you post “How I Landed My Biggest Client on LinkedIn,” you can repurpose it into:

  • A blog titled “The LinkedIn Strategy That Brought Me a $10K Client”
  • An email newsletter with the subject line “How to Use LinkedIn to Get More Clients (Without Ads)”
  • A webinar on “LinkedIn for Lead Generation”

 

One post. Multiple uses. Work smarter, not harder.

Stay Engaged

Posting content is just one part of the equation, engagement is the other.

I was reviewing our January marketing metrics and saw a 63% increase in website traffic and a 92% increase in LinkedIn followers. The only change made month over month was posting five times a week (LinkedIn, Instagram) and engaging more with industry content.

You don’t need to start with five posts a week. I understand that it can feel overwhelming when you’re starting out. A more doable goal might be two to three posts to get started. I recommend using scheduling tools like Sprout Social or SocialBee (which I personally use).

Then, when you log into LinkedIn, make it a habit to engage with other posts. Commenting on relevant discussions not only builds relationships but also increases your visibility.

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