LinkedIn marketing for professionals: it works, even without 100,000 followers

Let’s be honest: LinkedIn is annoying for many people. All those constantly repeated motivational business phrases, inflated success stories and the eternal ‘Great post!’ fuss. There really is a remarkable paradox on LinkedIn at the moment: The business network is growing relentlessly, but the quality of interactions is declining. Real added value often gets lost. But if you do it right, LinkedIn marketing is a real tool. So forget about collecting followers quickly!

Let’s not fool ourselves: the LinkedIn algorithm has changed dramatically. The number of followers alone is no longer the deciding factor for success or failure. Instead, it has become clear that if you want to be successful on LinkedIn today, you need a well-thought-out content strategy that goes far beyond regular posting.

At business meetings or online… the complaints are the same everywhere. Marketers constantly whine about a lack of reach. They talk about post frequency, hashtag lists and engagement pods. And seriously believe that these outdated tactics will actually lure some small animal out from behind the stove. Wrong!

A LinkedIn profile works like a digital shop window – and a damn important one at that! Monthly updates, different headline variants and experimental formats can make all the difference here. This also includes the strategic positioning of the most important accomplishments and references. When it comes to connections in LinkedIn marketing, there is a clear pattern: quality beats quantity. A focused networking strategy, aligned with the ideal customer profile, brings consistently better results than an indiscriminate contact collection. The LinkedIn feed thus turns into a real goldmine for business development.

Successful LinkedIn marketers are characterised by their systematic approach. They maintain their files with proven content ideas, analyse engagement patterns and continuously optimise their strategy. Split testing of different content formats is part of the standard repertoire. Particularly effective: strategic commenting instead of superficial interactions. Each comment becomes a mini marketing campaign that raises your own expert profile. The aim is to provide real added value instead of just superficial feedback.

The development of LinkedIn clearly shows that the network is increasingly rewarding quality and authenticity. Superficial networking strategies and content mass without real added value lead nowhere. Instead, a well-thought-out combination of strategic planning, valuable content and targeted interaction is needed.

Modern LinkedIn strategies rely on a balance between automated processes and personal interaction. Tools for content planning and message management help you keep an overview. However, the real added value comes from authentic communication and genuine engagement.

You just have to do it. Ideally: do it right.

Photo: Camilo Concha