LinkedIn has become an essential platform for small business owners and entrepreneurs. With over 1 billion users, it’s a goldmine for connecting with professionals, building a brand, and driving meaningful engagement. Yet, less than 57% of users create content—they’re just consuming it. This means if you’re among the 1% creating regular content, you’ll stand out in a big way.

In 2024, it’s time to get serious about LinkedIn. Here are five can’t-miss tips to get you started.

1) Why LinkedIn?

LinkedIn isn’t just a job-hunting site anymore. It’s a powerhouse for small businesses looking to make connections and drive sales. According to LinkedIn, 80% of B2B leads come from LinkedIn, making it the #1 platform for professional lead generation.

LinkedIn recently passed 1 billion users, but most aren’t fully utilizing it. The platform’s users are increasingly scrolling rather than posting. By consistently sharing valuable content, you can rise above the noise and become a go-to resource in your field.

If you’re thinking it’s too late to get started, think again. Like AI, some believe they’ve missed the boat, but the best time to start is now. Build in public and be consistent. Treat LinkedIn like you would your health or learning a new language—the results will compound over time.

2) Take a Strong Stance

When creating content, don’t be afraid to stand behind your beliefs. Find a “hill to die on” and don’t stray from it. One common mistake new creators make is trying to constantly reinvent the wheel. The reality is, repetition is key. You’ll need to repeat your core message over and over before people start to resonate with it.

Think of your content like a signature dish at a dinner party—don’t stop serving it just because you’ve made it once. The same applies to your personal brand. Be bold and stand behind your message, even if it feels polarizing.

3) Avoid Common Profile Mistakes

The average LinkedIn profile visit lasts 12-17 seconds. This means you have a brief window to make an impact. Like the F-pattern in web design, visitors quickly scan your profile. If it’s cluttered with too many messages or links, they’ll move on.

Simplify your profile to focus on one clear message. Top-performing profiles have a personal, direct, and scannable message that highlights one main thing they do. Avoid overwhelming visitors with too many featured links or a busy banner image.

4) LinkedIn’s Most Rewarding Metric

LinkedIn’s algorithm rewards specific behaviors. One of the biggest is when someone clicks “see more” on your post. This signals to the platform that your content is engaging, which increases its visibility in the feed. Another key metric is the time people spend engaging with your content—whether or not they like or comment.

But the highest-ranking signal? Comments. Every time someone comments on your post, LinkedIn gives your content a 1.5% boost. So, ask thought-provoking questions in your posts. Engage with your audience by including a PS or a question mark at the end. That first hour after posting is crucial for determining how well your post will perform.

5) How Often Should You Post?

Consistency is key, but posting multiple times in a 24-hour period can harm your reach. If you post a second time too soon after your first, LinkedIn will split the reach between your two posts. Instead, let a post gain traction for at least 18 hours before posting again.

One LinkedIn hack: Once your post has engagement, you can edit it without reducing its reach. If you want to add a call to action or a link, wait until your post gains momentum before making changes. This ensures your post isn’t penalized by LinkedIn’s algorithm.

By following these five tips, you’ll see a significant improvement in your LinkedIn performance. The key is to stay consistent, take a strong stance, and engage with your audience in meaningful ways.

Now it’s your turn. What are your thoughts on these strategies? Have you found any other tips that work well for you?