The unpopular truth about LinkedIn
Many think of LinkedIn as a platform for CEOs, executives, and B2B marketers. But it’s much more than that.
Non-corporate businesses often overlook LinkedIn, assuming it’s not relevant to them. In doing so, they miss a powerful opportunity to grow their visibility, attract high-value clients, and connect with decision-makers.
LinkedIn is changing. It’s no longer just about formal posts and corporate jargon. Today, businesses of all kinds can share engaging content and actively reach professionals looking for solutions.
If your non-corporate business can serve professionals or corporate clients, this guide will show you how LinkedIn can help you scale.
Why LinkedIn is a goldmine for non-corporate businesses
Unlike platforms filled with casual scrollers, LinkedIn is home to over 1 billion professionals. Many of them are decision-makers actively looking for services that improve their businesses and work lives.
If your business helps individual professionals or if you help companies enhance employee well-being, improve performance, or provide professional solutions, LinkedIn is the best space to showcase your expertise.
The fact that not every business has realized LinkedIn’s potential gives you the chance to capture attention, build credibility, and make meaningful business connections before others catch on.
LinkedIn also offers excellent organic reach. Unlike other social platforms, where you often need to invest in ads to be seen.
And with LinkedIn continuously growing and rolling out new content formats—such as carousels, video posts, and thought leader ads—you now have more ways than ever to engage your audience.
How to create content that works on LinkedIn
To stand out on LinkedIn, it’s not just about what you share but how you share it. Professionals scroll with intent, so your content must be engaging and relevant.
1. Use videos to tell a story
Video content is king on LinkedIn. Whether it’s a quick behind-the-scenes clip, a time-lapse of a project coming to life, or a personal story about your business, videos grab attention and keep people engaged.
A corporate wellness brand like Flow Yoga Center could post a short video showing how its mindfulness programs help reduce workplace stress and improve team productivity.
This not only showcases their impact but also positions them as a trusted solution for companies prioritizing employee well-being. Here’s one example of how we use video at Column.
2. Upload multi-image posts
People love a good transformation story, especially when it’s told visually. Sharing before-and-after images, step-by-step guides, or photo series is a great way to showcase your work and expertise.
A corporate catering service could share a series of images showcasing a client’s office kitchen stocked with personalized meal options, emphasizing the impact of healthier workplace dining.
Demonstrating how their services boost employee satisfaction and productivity helps them attract more companies looking to improve workplace culture. Here’s an example from Behind the Scenes Catering and Events:
3. Adopt carousel posts
Carousel posts let you break down complex ideas into digestible pieces. Use them for how-to guides, professional tips, or case studies, and make sure each slide has a clear takeaway.
For instance, The Leadership Coach Group could create a carousel titled “5 simple ways to strengthen leadership in hybrid teams.”
This positions them as experts while giving prospects immediate, actionable insights. It helps build trust and increase the likelihood of engagement. Here’s an example of a carousel.
4. Share authentic stories and testimonials
Stories build connection and trust. Share wins, challenges, and client testimonials to highlight the value of your work.
A fashion brand like Ministry of Supply could feature a testimonial from a consultant who feels more confident in client meetings, thanks to their polished workwear.
This helps prospects visualize the impact of dressing well in their own careers, making them more likely to invest in high-quality professional attire. A testimonial post could go like this:
5. Share educational content with a personal touch
People love learning something new, but LinkedIn isn’t the place for dry lectures. Make your educational posts engaging by keeping them relatable, concise, and visually appealing.
Peter Hurley nails this with his post, “AI vs. Photographers: The Future of Headshots.” He shows how a great photographer’s personal touch can capture the real you — something AI just can’t do. With simple visuals and a clear message, he makes a strong case for why investing in quality headshots is worth it for building your personal brand.
Leveraging LinkedIn’s tools for growth
Creating great content is important, but knowing how to use LinkedIn’s tools can scale your efforts faster. The platform offers a range of free and paid features that can help you reach your audience, track your performance, and scale your impact. Here’s how to make the most of them:
1. Free tools
- LinkedIn newsletters: Build a loyal audience by sharing long-form content on a regular basis. Unlike regular posts, newsletters notify subscribers every time you publish, keeping your brand top of mind. This is a great way to establish thought leadership and nurture prospects over time.
- LinkedIn groups: Join relevant groups where your target audience is active. Engage in discussions, offer insights, and position yourself as a trusted resource. Instead of waiting for people to find your content, this lets you connect directly with prospects in their existing communities.
- Analytics: Track post performance, engagement rates, and audience demographics. Understanding what resonates helps you refine your strategy and create more impactful content.
2. Paid features
- Thought Leader Ads (TLAs): Promote your best-performing posts to reach key decision-makers in your industry. Unlike traditional ads, TLAs look like organic content but have a wider reach. This allows you to scale your influence while maintaining authenticity. Read our in-depth guide to Thought Leader Ads to learn more about this.
The secret is to focus on building an organic presence first. Once you see what works, use paid ads strategically to amplify your reach. This ensures you invest in content that’s already proven to engage your audience.
Action plan for non-corporate businesses targeting corporate clients on LinkedIn
You’ve seen the potential growth LinkedIn offers your business, but how do you actually get started and succeed on LinkedIn? Here’s a simple, step-by-step action plan to help your non-traditional business make the most of the platform:
1. Optimize your profile (Make a strong first impression)
Your profile isn’t just about you, it’s a landing page for your prospects. To optimize this:
- Clearly communicate your value proposition in your headline. Example:
- “Helping HR teams create healthier workplaces with corporate wellness programs.”
- “Providing premium catering solutions for high-performance teams.”
- Share how your business helps companies in your “About” section. Highlight key results and include a clear call to action (e.g., “Book a free consultation”).
- Use a professional profile photo, a banner showcasing your services, and upload case studies, portfolio links, or testimonial videos.
- Do the same for your company page.
2. Post regularly (Build trust and authority with corporate decision-makers)
Corporate professionals engage with content that educates, inspires, or solves a problem.
- Post at least 2–3 times per week. Topics that work well:
- Industry insights: Trends and predictions relevant to your audience.
- Client success stories: Demonstrate how your services improved productivity, culture, or efficiency. Example: “How our executive coaching program helped a Fortune 500 team improve collaboration by 30%.”
- Behind-the-scenes: Share how you deliver value to corporate clients (e.g., a quick video on how your wellness program works in action).
- Practical tips for professionals: Example: “3 ways corporate teams can prevent burnout while working remotely.”
- Test different formats: Videos, carousels, and multi-image posts to engage different types of decision-makers.
3. Engage actively (Expand your reach and build credibility)
Engagement drives visibility. Instead of waiting for clients to find you, position yourself where they already are.
- Join 2–3 LinkedIn Groups where your ideal corporate clients are active. If you offer leadership training, join HR and executive coaching groups.
- Engage daily:
- Comment on posts from HR directors, executives, or corporate professionals who might need your services.
- Start meaningful discussions by sharing insights or asking thought-provoking questions.
- Respond to every comment and message. A quick, thoughtful reply could lead to your next business deal.
4. Use LinkedIn newsletters to nurture corporate relationships
Newsletters keep your brand visible in a crowded space.
- Publish a newsletter once a month with valuable insights for corporate decision-makers. Example:
- “The future of corporate wellness: How companies are redefining employee well-being.”
- “Executive coaching in action: How leaders are adapting to hybrid work models.”
- Encourage engagement by asking readers to reply with their biggest challenges.
5. Use paid tools strategically (Scale what’s already working)
Once you know what resonates, amplify your reach with LinkedIn’s paid features.
- Boost high-performing posts using Thought Leader Ads (TLAs) to reach executives and HR professionals.
- Test audience targeting by focusing on decision-makers in specific industries or company sizes.
- Start with a small budget, analyze results, and refine. Prioritize content that already performs well organically to maximize ROI.
Final thoughts
LinkedIn is not exclusive to the corporate world; it’s great for non-corporate businesses, too. There’s so much potential to connect with professionals who need what you offer, if you maximize the platform well enough.
The secret is to focus on how your business can solve real problems or add value to people’s work lives. Whether you’re offering services, products, or expertise, LinkedIn gives you the platform to showcase your story and reach an audience that’s ready to engage.
So, what should you do next?
Start small. Update your profile, share a post that highlights your expertise, or join a group where your potential clients hang out. See what resonates, and build from there.
And if you’re ready to take things further, Column is here to help. Whether it’s refining your strategy, creating engaging content, or leveraging LinkedIn’s tools to scale your presence, we’ll work with you to make your business shine.
Your audience is out there and they need to see you.
