LinkedIn rewards professional context + proof. It is the default B2B discovery layer for many industries — not because it is fun, because buyers expect it.
Profile setup
Headline: outcome for client, not just job title
About: 3 short paragraphs — problem, method, proof, CTA
Featured: case study, lead magnet, best post, booking link
Experience: outcomes in bullets, not duty lists
Skills: top 3 aligned to offer
Banner: one-line value prop
Creator mode (optional): follow button; use if publishing regularly
Content that works
Format
Use for
Text post + line breaks
Stories, lessons, POV
Document carousel
Frameworks, checklists
Image proof
Screenshots, charts (redacted)
Short native video
Talking head or screen share under 90 seconds
Comment depth
Visibility without posting daily
Lead with specific problem in line 1 — "see more" fold is real.
Settings checklist
2FA on
Profile visibility public
Review who can see email
Turn off noisy notifications (reactions digest)
Verify company page linkage if applicable
Stats worth watching
Metric
Why
Profile viewers (ICP filter)
Discovery from right people
Saves
Reference-worthy content
DMs started
Pipeline signal
Link clicks on Featured
CTA health
Follower growth
Context only with engagement
Ignore impression spikes from viral posts outside your persona.
