How to Actually Grow Your Business on LinkedIn (Without Losing Your Soul)

Let’s cut through the bullshit – LinkedIn is weird. Really weird. It’s the platform where people share their cancer diagnosis and somehow tie it to “maximizing stakeholder value” and “driving unprecedented ROI,” where “humble” CEOs post about giving their last dollar to a homeless person (complete with a professionally edited video about authentic leadership), and where every minor career achievement is celebrated like we’ve just cured world hunger. 

But here’s the thing: LinkedIn isn’t going anywhere. Unlike Instagram, TikTok, or whatever X is calling itself these days, LinkedIn has no real alternative. It’s the platform we love to hate but can’t live without. And that makes it incredibly powerful – especially when you know the numbers behind the cringe.

The Numbers Don’t Lie (Even When LinkedIn Posts Do)

Here’s something that should make you sit up straight: 82% of consumers are more likely to trust a company whose CEO and leadership team engage on social media. Even more compelling? 77% are more likely to buy from such a company. This isn’t just about vanity metrics – it’s about real business impact.

The Reality Check

Before we dive into how to grow your business on LinkedIn, let’s acknowledge some truths about the platform:

• The algorithm rewards emotional manipulation. That’s why you see all those “I failed, but then I succeeded spectacularly” posts.
• People follow people, not companies. Your employees are your best asset on LinkedIn – they’re your authentic voice in a sea of corporate speak.
• Good content often dies in the feed, but consistent, valuable content eventually breaks through. It’s about playing the long game.

The “Crawl, Walk, Run, Fall Down, Get Up, and Run Again” Strategy

Forget what the “thought leaders” tell you about “disrupting the LinkedIn algorithm.” Real growth follows what some call the “Crawl, Walk, Run, Fall Down, Get Up, and Run Again” approach – because sometimes your strategic initiatives face unexpected market conditions.

Understanding LinkedIn Benchmarks: A Reality Check

Let’s talk real numbers – but first, a word of caution about benchmarks. They’re like LinkedIn polls: everyone shares them, but context is everything.

The most reliable benchmarks come from three sources:

• Your own historical data
• Direct industry competitors
• Verified third-party reports

According to recent data from sources like Rival IQ, TheB2BHouse, and LinkedIn’s own reporting, here’s what we’ve been seeing in 2024:

Rival IQ dropped their first “annual LinkedIn benchmark report” last year that digs deep into engagement rates and posting patterns. TheB2BHouse keeps a running tab on ad performance metrics. HubSpot’s social trends report gives you cross-platform context. And yes, even LinkedIn’s own Marketing Solutions occasionally shares platform-specific insights (though take those with a grain of salt – they’re selling too) – just to name a few sources. 

But here’s the secret: these benchmarks are just averages. Your success depends on targeting, content quality, and offer value. B2B companies often see higher CPCs but also higher quality leads compared to other platforms.

Pro tip: Cross-reference multiple sources. Each has their own methodology and sample size, so looking at the full picture helps you set realistic expectations.

But Remember: These numbers are reference points, not targets. Your metrics might differ based on industry, audience, and content strategy. The best approach is building your own benchmark database from historical performance, then using industry averages to identify improvement opportunities.

What matters most? Track metrics that align with your business objectives. A 0.2% engagement rate with the right audience beats a 2% rate with the wrong one.

Making It All Work Together

The most effective LinkedIn strategies combine organic and paid efforts without buzzwords. Your organic posts inform your paid strategy, and your paid campaigns amplify what actually works – not what some influencer claims will “revolutionize your social media presence.”

What Next?

Start by auditing your current LinkedIn presence. Are you:

• Posting content because you feel you have to?
• Trying to game the algorithm?
• Copying what your competitors are doing?

If yes to any of these, stop. Instead:

• Define what success actually looks like for your business
• Create content that serves your audience’s needs
• Build genuine relationships within your industry
• Measure what matters (not just vanity metrics)

The Bottom Line

LinkedIn might be cringe, but it’s also crucial. The key is finding the sweet spot between professional value and authentic communication. You don’t need to share your life story or pretend every day is the best day ever. Just be real, be useful, and skip the performative bullshit.

Remember: The best LinkedIn strategy is the one you can actually maintain without feeling like you need a shower afterward. Start with crawling, work your way up to walking, and eventually, you’ll be running – even if you fall down a few times along the way. Need a LinkedIn strategy that cuts through the jargon? Let’s talk about how SourceCode’s integrated marketing approach can help you create actual impact – no “revolutionary paradigm shifts” are required.