How to Build Authority on LinkedIn: Expert Strategies

Your LinkedIn profile isn’t just a digital resume—it’s your gateway to building authority, forging connections, and driving business growth.

But here’s the catch: 90% of profiles and company pages are under-optimised, leaving opportunities untapped. Imagine turning casual visitors into engaged followers, partners, or even clients. Let’s explore the art and science of LinkedIn optimisation to transform your presence from forgettable to formidable.

In an episode of the Revenue Boost podcast, Indrek Poldvee from B2BGrowth, shared his expertise on leveraging LinkedIn for personal branding and business growth. He discussed practical strategies and insights gathered from working with over 1,000 LinkedIn profile makeovers and company page optimisations.

In this article, we’ll delve into the actionable strategies on how you can optimize your LinkedIn profile and company page to build authority, foster meaningful connections, and achieve measurable business growth.

Why LinkedIn Optimization Matters

LinkedIn has emerged as the leading platform for B2B networking, recruitment, and personal branding. As Indrek Poldvee, founder of B2B Growth, shared in a recent Revenue Boost podcast, LinkedIn isn’t just a platform; it’s a strategic tool for professionals and businesses to showcase value and connect with their ideal audience.

“Your LinkedIn profile is like a digital storefront. If it doesn’t communicate value in seconds, visitors won’t stay,” Poldvee explained. He likened profiles to websites—needing visually appealing design, clear messaging, and strategic alignment with business objectives.

LinkedIn’s unique appeal lies in its ability to bridge personal and corporate branding. Professionals use it to demonstrate expertise, while companies leverage it to attract talent, build trust, and nurture partnerships. Whether you’re an individual or an organisation, the potential impact of a well-optimised LinkedIn presence is enormous.

Personal Profile Optimization: The Foundation of Authority

Your personal LinkedIn profile is often the first touchpoint for potential connections, clients, or employers. Optimising it is crucial to make a strong and lasting impression. According to Poldvee, these three elements are key:

1. Compelling Visuals:
• Use a professional headshot that occupies 60-70% of the frame. This ensures easy recognition and conveys approachability.
• Replace the default blue background with a branded image or one that reflects your professional identity. A well-designed background serves as a visual elevator pitch.
2. Headline That Delivers Value:
• Skip generic job titles like “CEO” or “Head of Procurement.” Instead, craft a headline that highlights what you bring to your audience. For example: Helping B2B companies grow through data-driven LinkedIn strategies.
• This shift ensures visitors instantly understand your unique value.
3. Strategic About Section:
• Treat this as your personal narrative. Share your professional journey, your mission, and how you solve problems for your audience.

Poldvee’s advice is simple but impactful: “Your profile’s headline and visuals should communicate your value within seconds because that’s all the time you get.”

Company Pages That Build Trust and Engagement

A well-optimised company page is an extension of your brand’s credibility. It goes beyond acting as a digital billboard and becomes a tool for building trust and engaging stakeholders. Poldvee outlined four core purposes of a company page:

1. Brand Building: Showcase your company’s expertise and mission to establish credibility.
2. Employer Branding: Attract top talent by highlighting workplace culture and values.
3. Trust-Building with Partners: Share case studies and testimonials to foster confidence in potential collaborators.
4. Communication Channel: Engage with your audience through consistent and relevant content.

Poldvee stressed the importance of consistency. His team’s experience with a European retail client demonstrated this: “In eight months, we posted 70 times, compared to a competitor’s 50 posts. While the numbers weren’t drastically different, our posts had three times the engagement because we remained consistent and aligned our content with audience expectations.”

Content That Drives Results

Creating impactful content for LinkedIn is both an art and a science. Poldvee highlighted several best practices for crafting posts that resonate:

1. Diverse Formats:
• Mix text posts, videos, and PDF carousels. LinkedIn’s algorithm prioritises content that keeps users engaged longer, such as PDF carousels that encourage scrolling.
2. Value Over Promotion:
• Avoid focusing excessively on your products or services. Instead, educate, inform, and provide actionable insights. Poldvee noted, “Most companies post 60-70% promotional content, but nobody cares about your product. Focus on solving problems and providing value.”
3. Consistency:
• Post at least twice a week, ideally during peak engagement times like weekday mornings (8-10 AM) or Sundays for C-level audiences.
• Engage your employees to interact with posts, amplifying their reach organically. 

Final Thoughts

Optimising your LinkedIn profile and company page is not just a one-time task—it’s a continuous effort to build authority, foster connections, and drive business growth. By following Indrek Poldvee’s actionable insights, you can transform your LinkedIn presence into a powerful tool for success.

Remember: Your LinkedIn presence is a reflection of your brand. Make it count. Begin by auditing your profile and company page today. Are they aligned with your goals and audience needs? If not, now’s the time to act.

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Connect with Indrek on LinkedIn to stay updated and engage with his expert insights!

Tune into the Revenue Boost Podcast to explore strategies that can drive your business growth. 

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