LinkedIn can feel like a bit of a mystery sometimes. You set up a profile, connect with a few people, maybe share a post or two—but then what? If you’re like a lot of people, you might be wondering why you’re not seeing the kind of results everyone else seems to be getting.

The truth is, LinkedIn isn’t just about being present; it’s about being strategic. But don’t worry, it doesn’t have to be complicated. I’m going to share three tips that can help you turn your LinkedIn experience around: turning your profile into a landing page, creating content that speaks to different stages of the buyer’s journey and using direct messages to actually connect with people. With these tips, LinkedIn will go from feeling like a chore to being a powerful tool for your career or business.

1. Turn Your Profile into a High-Converting Landing Page

Let’s start with your LinkedIn profile. It’s easy to think of it as just a digital business card, but it can be so much more. Imagine if every time someone landed on your profile, they knew exactly who you were, what you do and what they should do next. That’s the magic of turning your profile into a landing page.

Make Your Headline Count: Your headline is one of the first things people see, so why not make it pop? Instead of just listing your job title, use this space to tell people exactly what you can do for them. For example, instead of saying “Marketing Manager,” you could say, “Helping Small Businesses Grow with Targeted Social Media Strategies.” This instantly tells people not just what you do, but how you can help them. You can add in professional activities of which you are proud or show a leadership role as well such as “Published Author,” “Podcast Host of [insert name of podcast] or Board Member at [insert name of organization].

The About Section—It’s Not About You (Mostly): Sure, the About section is where you talk about yourself, but here’s the thing: people are more interested in how you can help them. So, instead of listing every job you’ve ever had, focus on how your experience can solve problems for your audience. Then, wrap it up with a simple call to action (CTA), like “Interested in learning more? Shoot me a message!” This makes it clear what you want them to do next.

Don’t Forget Your Banner Image: Your banner image is prime visual real estate, so don’t waste it. Use it to reinforce your message. You can create a simple graphic with a short CTA like, “Need help growing your business? Let’s talk.” It’s a subtle nudge that reminds people why they’re there and what they should do.

By setting up your profile like this, you’re making it super easy for anyone who visits to know exactly who you are, what you do and how they can connect with you. It’s all about making the experience smooth and straightforward for them.

2. Create Content That Resonates Across the Buyer’s Journey

Let’s talk about content. LinkedIn isn’t just a place to post your resume updates; it’s a platform where you can really showcase what you’re all about. But to make your content work, you need to think about where your audience is in their journey with you. Are they just getting to know you, or are they ready to take the next step?

Top-of-Funnel Content: This is the stuff that gets you noticed. Think broad and helpful—tips, industry insights or thought-provoking questions. You’re not trying to sell anything here; you’re just showing up as someone who knows their stuff. For example, you might share a post like, “5 Social Media Mistakes Small Businesses Should Avoid.” It’s the kind of content that’s easy to engage with and positions you as a go-to resource.

Middle-of-Funnel Content: As people get to know you better, they’re going to want more in-depth information. This is where you can share case studies, blog posts, podcasts, short videos or host a webinar. For example, you could post about a successful project you’ve worked on, like “How I Helped a Small Business Increase Their Social Media Engagement by 50%.” This kind of content shows that you’ve got the experience to back up your claims and gives people a reason to keep following you.

Bottom-of-Funnel Content: Now, when people are warmed up and ready to take action, it’s time to get more direct. Share testimonials, promote special offers or invite them to book a call with you. A post like, “Ready to boost your social media efforts? Let’s schedule a free consultation,” is perfect for this stage. It gives people a clear next step and makes it easy for them to reach out.

Mixing up your content like this keeps your audience engaged, no matter where they are in their journey with you. It also helps build a relationship over time, which is what LinkedIn is really all about.

3. Master the Art of Direct Messaging

Finally, let’s get into direct messages (DMs). If you’re not using DMs, you’re missing out on some serious opportunities. LinkedIn is great for public content, but real connections often happen in one-on-one conversations. The key is to approach DMs in a way that feels genuine and not pushy.

Make It Personal: Nobody likes getting generic messages that could’ve been sent to anyone. Take a minute to check out the person’s profile before you reach out. Mention something specific that shows you’ve actually paid attention. For example, instead of sending a bland “Hi, let’s connect,” you might say, “Hi [Name], I saw your recent post on [Topic], and I totally agree with your point. I’d love to connect and hear more about your thoughts on this.” It’s a simple touch, but it makes a big difference.

Lead with Value: The first message shouldn’t be a sales pitch. Instead, offer something valuable—whether it’s a tip, a resource, or even just a thoughtful comment on something they’ve posted. For example, “I noticed you’re interested in [Topic]—here’s an article I found really useful.” This shows you’re not just out to sell something; you’re here to help. And that’s what starts a real conversation.

Keep the Conversation Going: If someone responds to your message, don’t let the conversation fizzle out. Follow up with something that adds value or ask a question to keep the dialogue moving. For example, if they mention a challenge they’re facing, you could say, “That sounds tough—have you tried [Strategy]? I’ve seen it work well in similar situations.” This kind of thoughtful follow-up shows that you’re invested in the conversation and not just looking for a quick win.

DMs are where you can build deeper, more meaningful relationships on LinkedIn. Whether it leads to a new client, a partnership or collaboration, or just a valuable connection, taking the time to personalize and nurture your messages is well worth the effort.

Wrapping It Up

So there you have it—three strategies to get real results on LinkedIn. It’s not about doing anything complicated or time-consuming; it’s about being intentional with how you use the platform. Turn your profile into a landing page that guides visitors toward action, share content that meets your audience wherever they are, and don’t be afraid to start genuine conversations in the DMs. With these tips in your toolkit, LinkedIn can become a powerful resource for growing your career or business. It’s all about making it work for you, one connection at a time.