We all recognize that social media plays a critical role in effectively marketing as entrepreneurs; helping to build brand recognition and attract new clients. But with so much advice urging entrepreneurs to post constantly and chase viral success, many small business owners feel overwhelmed and end up avoiding social media altogether. If launching or maintaining a social media presence feels daunting, this article is for you.
The truth is, social media isn’t about going viral or churning out flashy content. It’s about leveraging the right tools to engage your ideal audience and guide them into your ecosystem. In this guide, I’ll share proven strategies for using LinkedIn to grow your business that have helped me build a following of over 30,000 and consistently convert that audience into clients.
Forget About Viral Content—Focus on Value
Let’s be clear: I’m not a social media guru, nor is my business model dependent on views or viral moments. Instead, I focus on posting content that appeals to my target market. The goal is to attract the right people into my ecosystem who need my solutions and can make an educated decision to work with me. I’ve built a significant LinkedIn following, not by chasing numbers but by consistently communicating value to my audience.
Key takeaway: Going viral is nice, but sustainable business growth comes from delivering content that resonates with your target market.
Rather than attempting to be interesting, the supermajority of my content communicates that I’m genuinely interested in providing solutions that help my target audience achieve their goals. I firmly believe becoming the subject matter expert in your marketplace ultimately leads to longer-term, sustainable success.
Why LinkedIn?
LinkedIn is unique because it serves a more professional audience compared to platforms like Facebook or Instagram. Most people are on LinkedIn for three main reasons:
They’re looking for a job.
They’re looking to hire someone.
They’re seeking tools, connections, or information to help them grow professionally.
This platform allows you to showcase your expertise in a way that directly attracts professionals who are serious about leveling up.
Consider the following. If you’re sitting in a coffee shop that is filled to the brim with people chattering over each other about the latest political dispute, or some controversy involving their favorite celebrity, it would be pretty difficult to host a meeting about business development or strategic planning. It would be tough to compete with the volume and the temptation to ear hustle what led to the animated discussions happening around you.
The struggle to acquire and retain the attention of your ideal clients, specifically in the B2B market isn’t as pronounced. And though the platform is becoming increasingly crowded, you still don’t have to yell as loud or be as flamboyant to gain traction.
No Billboard Material: Avoid the Sales-Heavy Approach
One of the biggest mistakes I see entrepreneurs make is treating their profiles like billboards—constantly selling products or services. People don’t come to social media for ads; they come for connection. Even on LinkedIn, where the atmosphere is more business-focused, no one wants to be bombarded with sales pitches.
Instead, you should focus on adding value and being sociable. To be purposely redundant, share content that demonstrates your expertise, solves problems for your audience, and positions you as a trusted resource. People are more likely to do business with those they like, know, and trust.
Identify Your Target Market
Before you post anything, you must identify your target market—your “buying avatar.” These are the people who:
Are looking for the specific solutions you offer.
Can afford your services.
Are ready to make decisions quickly.
For me, my ideal clients are business owners who have been around for three to four years, are ready to scale, and need solutions to grow their teams, attract the right talent, and take their businesses to the next level.
Key takeaway: Know your audience inside and out before you post. Tailor your content to their specific needs and challenges.
A great exercise to help you focus and maximize your efforts would be to brainstorm 50 topics, tools, or resources that would catch their interest and solve your ideal prospects’ problems. Consistency is key, and it’s okay to share others' content sometimes, as long as it addresses the needs of your audience.
By positioning yourself as the subject matter expert you build trust and credibility. This leads to more people seeking you out for solutions rather than you constantly chasing them.
Treat Your Profile as a Landing Page
If you’re an entrepreneur, your LinkedIn profile should not read like a resume. Instead, treat it like a landing page that speaks directly to your target market. Focus on the impact you’ve made—show receipts of your success. Whether it's increasing someone’s sales or helping them onboard new talent, highlight achievements that matter to potential clients.
People care about what you can do for them, not the details of your job history. Your clients are looking for a transformation, rather than simply consuming information.
Build Relationships First—Then the Business Will Follow
When engaging with potential clients on social media, it’s important to build rapport before pitching. Ask questions about their business and goals. Show genuine interest. Your objective should be to pull them into your ecosystem—whether by sharing helpful resources, scheduling a meeting, or even inviting them to a webinar.
The key is to acquire their contact information and gain permission to share your value proposition. Once you have their contact information, you can follow up and continue to build trust and introduce them to your wares over time.
The Power of Referrals: How to Win Without Constantly Marketing
One of the best rewards of building strong relationships is the referrals that come your way. Once people trust you, they’re more likely to recommend you to others. The ultimate goal is to have a network of clients and contacts who refer business to you, saving you time and energy on constant marketing.
Understanding the relationship between building relationships and acquiring referrals is mission-critical, so consider the following.
Tim Ferriss's 1,000 True Fans is a concept that an entrepreneur, artist, or creator doesn't need millions of followers to be successful. Instead, by cultivating a dedicated group of "true fans"—roughly 1,000 people who are deeply loyal and passionate about what you offer—you can build a sustainable business.
Here’s how it works:
True Fans: These are people who will buy anything you create, follow your work closely, and engage deeply with your content. They are willing to invest their time and money because they genuinely trust and value your brand or service.
Sustained Revenue: If each of these 1,000 fans spends a reasonable amount of money on your products or services annually (say $100), you can generate $100,000 in revenue, which is enough for many small businesses or solopreneurs to thrive.
Referrals & Repeat Business: True fans are not only loyal customers but also powerful advocates. Because they trust and enjoy your work, they are more likely to refer your business to others, creating organic growth through word-of-mouth marketing. They also become repeat buyers, continuing to invest in future offerings, making them a valuable long-term asset.
Simplicity Over Virality: The focus shifts away from trying to go viral or reaching mass audiences, and instead prioritizes building strong, meaningful relationships with a core group of people. These relationships are the foundation for long-term success.
This approach is simpler, less intense, and thus easier to implement.
The key to successful social media use for business growth isn’t about being flashy or going viral—it’s about consistency, value, and building authentic relationships. If you’re serious about scaling your business, take the time to create a thoughtful social media strategy that pulls people into your ecosystem. Once you gain their trust, your business will naturally grow through referrals and ongoing relationships.
If you’d like more insights on how to crush it on LinkedIn, feel free to reach out, like, share, or comment on this post. Let me know what you’re most interested in, and I’ll be happy to dive deeper into the subject.
Take the first step towards elevated performance by scheduling your consultation with JSB Business Solutions. Answer a handful of questions by Clicking this link and schedule a day and time that works best for you.
The world around us wasn’t built by the exceptional. It was built by everyday people who were willing to do exceptional things. Go build something.
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