Why LinkedIn is a Game-Changer for Small Business Owners (Yes, Even Yours)

This article was written by Chad Schoonmaker and published by Crossroads Professional Coaching.

Last week, I attended a masterclass led by Dean Seddon of Maverrik, an organization that helps business owners with their LinkedIn strategies.

I showed up expecting the usual “do this, do not do that” spiel. Instead, I received a lot of insightful information and practical tips that I am eager to start implementing with the clients we work with.

Dean shared a stat that still has me thinking: The average person scrolls the height of the Eiffel Tower every day on their phone. That’s about 1.5 inches per second for 2.5 hours daily. On LinkedIn, Instagram, and TikTok, it’s just endless, mindless, passive consumption. Some would call this Brain rot.

As a small business owner, your first thought might be, “Is my staff wasting that much time during the day?” Or maybe, “With that much noise online, how would anyone notice my posts anyway?”

I get it. But here’s what that means:

People are online. And they’re scrolling past your business—unless you give them a reason to stop.

LinkedIn Isn’t What It Used to Be

Once known as a platform for job seekers, LinkedIn has matured into something much bigger: a digital networking platform where businesses build trust, leaders grow influence, and buyers research their next move. With over 60 million companies represented and 9 billion weekly content impressions, LinkedIn isn’t just another social network—it’s where professionals network, gauge competition, and seek entertainment.

For small businesses and business owners, this opens a huge door. Not for spamming accounts but for showing up authentically. For being genuinely human in a way that builds recognition and trust before the first sales pitch even happens.

The Visibility Advantage

One of the most significant benefits of using LinkedIn well? You start to become known.

Not famous or viral. Just familiar.

People won’t buy or partner with people they don’t recognize. But after seeing your name, face, and perspective a few times in their feed, they start to associate you with credibility. That familiarity leads to opened emails, accepted invites, and real conversations.

And unlike traditional ads, this kind of visibility doesn’t always require a big budget—just consistency and clarity.

What to remember:

• 47 Minutes: 47 minutes of content needs to be consumed for someone to become a lead.
• 7x: It takes a potential lead 7 times to see your offer or message for it to be remembered.
• 8: There are eight touchpoints to get a call with a prospect.

Relevance > Reach

LinkedIn’s algorithm favors content that keeps people on the platform. The more meaningful the engagement—actual comments, time spent reading, profile clicks—the more LinkedIn shows your content to others.

The benefit here? Your content isn’t being pushed into the void. It’s being strategically delivered to people who might care—if your content is relevant.

And that’s the key. You’re not just shouting to the masses. You’re aligning with the right audience, building connections that are worth more than likes.

Connection Becomes Currency

One of the most surprising insights I learned?

People don’t accept connection requests because of clever copy. They accept them because they recognize your face. Or they’ve seen your name. Or the comment you made on their post them smile.

These micro-engagements matter. They lay the groundwork for future sales, referrals, partnerships—even press or other collaboration opportunities.

LinkedIn gives you the tools to turn fleeting impressions into lasting business opportunities. It’s not magic; it’s showing up and being persistent.

Content That Converts (Without Selling)

The beauty of LinkedIn is that you don’t have to sell to make sales.

Your content can attract, nurture, and even convert without feeling pushy.

Some of the best-performing posts?

• Behind-the-scenes stories.
• Polls that start conversations.
• Honest takes on industry myths.
• Tips and lessons that educate and entertain.
• Testimonials or subtle nods to your offer.

The benefit? You’re not just building an audience. You’re building a relationship with buyers before they even know you’re selling.

LinkedIn’s Hidden Gems

From Newsletters that land in inboxes (and notifications) to Events that invite interaction, LinkedIn is full of underused, FREE tools designed to help you connect more deeply with your audience.

It just takes time to strategize and execute. 

For a small business owner, that’s a gold mine of opportunity. Show up like a leader without needing a massive marketing budget.

The Real ROI? Being Seen by the Right People

If I could summarize the biggest takeaway from that class, it’s this:

LinkedIn isn’t a place to sell—it’s a place to be seen.

By the right people. At the right time. In the right way.

And when you show up consistently, authentically, and strategically, business follows. Whether it’s referrals, leads, partnerships, or more brand awareness, LinkedIn can be the foundation from which all of that begins.

So, no, you don’t need to post multiple times a day every day (that would negatively affect your efforts).  You don’t need to be an influencer. You need to be yourself. Be visible.

Because on LinkedIn, visibility becomes credibility. And credibility becomes an opportunity.