What is your strategy for using LinkedIn to build thought leadership and establish credibility in your industry? Share one specific tactic you've implemented.

I started a global branding and digital marketing firm 22 years ago. In my experience, thought leaders need to be on LinkedIn so that they can be found. It adds credibility and transparency when you know the people you are meeting or working with know people in common. LinkedIn has become more than an online resume or rolodex, it is the foundation for building trusted relationships in the digital economy. You do not need to blog or be on all social media platforms but make sure you are active on the ones where you are. If your clients/customers do not use Facebook, Twitter/X or Instagram to find you then you do not need to make them a priority. For professional service business leaders like me, LinkedIn matters the most. With LinkedIn, you don't have to wait for a networking event to make meaningful business connections. You get one chance to make a great first impression so make sure every section of your LinkedIn profile is complete, with no blank spaces or gaps. Include a professional head shot and powerful headline followed by a summary with highlights of your personal brand, what you do well and how you can benefit potential clients/customers. Keep this section brief and easy to skim for best results. Keywords are a great way to help professionals in your industry find your profile and strategic keywords in your profile give you an advantage in networking too. To present yourself as an expert in your industry post interesting and educational content by sharing a great article you've read recently or if you truly want to make valuable connections and represent yourself as a talented thought leader in your industry, you should be crafting your own articles on LinkedIn. LinkedIn is a big part of my outreach strategy, when I find a prospect I let them know that "I see we have # connections in common" to make me seem more familiar to them. Here are a few tips that have worked successfully for me: * If you have a contact in common who mentioned the person to you I start the e-mail with a subject line of "XYZ suggested we connect" so that even if they do not recognize my name in their inbox XYZ should ring a bell. If you saw them speak at a conference or read an article they wrote you can tailor the subject line to that such as "Loved your piece on ____ in HuffPo!" or "Great talk at the conference this week!" * Then I explain why I would like to connect to bridge the intro and suggest we set up a call at their convenience.

I've grown from 5000 LinkedIn followers in January 2023 to 71,000+ followers today (May 2025), generating 35+ million impressions during the past 2.5 years. My strategy has been to build trust with my followers through sharing a variety of different content forms including: 1. Case studies: I outline step-by-step how my clients have achieved results 2. Polls: I've run a poll every Tuesday for the past 15+ months - these polls typically do fairly well (up to 6500 responding) and help my community to keep in touch with trends 3. Carousels: I have created numerous carousels sharing my best tips and how-tos so that people can drive change in their own careers I run my business completely through LinkedIn and referrals with no advertising or cold-pitches, with 20+ potential clients reaching out to me on a weekly basis. People feel like they know me - and they do - because I've built trust with them through my daily posts.

As a Voice Liberation Strategist and Leadership Speaker, my LinkedIn strategy is centered around disrupting performative professionalism and helping high-impact women—especially Black women—lead with unedited truth. I don't just use LinkedIn to share polished wins; I use it as a stage to challenge the silence tax, redefine executive presence, and model what voice sovereignty looks like in real time. One tactic that's been especially effective is leading with culturally rooted storytelling tied directly to my thought leadership message. I share moments—sometimes micro, sometimes monumental—where I've chosen authenticity over assimilation. These posts often open with a bold statement (e.g., "I stopped code-switching, and my speaking career took off"), followed by a narrative that illustrates the deeper leadership lesson. Then I close with an insight or invitation that challenges the reader to consider their own leadership voice. This strategy works because it blends vulnerability with vision. It doesn't just inform—it transforms. And it positions me not just as a speaker or strategist, but as a movement-builder. The engagement I receive from these posts often leads to inbound speaking requests, podcast interviews, and private messages from professionals who feel like they've "finally found language for what they've been experiencing." That's credibility that comes not from credentials alone, but from resonance and lived authority. Thought leadership isn't about having the loudest voice—it's about having the most aligned one. LinkedIn has become a platform where I don't just show up as an expert—I show up as a liberator. And in that space, credibility is no longer something I chase. It's something I command.

I'm not just posting on LinkedIn, I'm building a library in public. Right now, I'm filming a documentary series on caregiving in America. It's raw, unfiltered storytelling—nurses pulling double shifts, CNAs working through grief, and families making impossible choices. And every week, I share pieces of it on LinkedIn. Behind-the-scenes clips. Lessons in leadership. Hard truths about burnout and system failure. Why? Because thought leadership is not about being the smartest dude in the room. It's about making the room think about something. By opening up the process as I proceed—every draft, every insight, every ugly middle—I'm doing more than building trust. I'm setting up the conversation in long-term care, in remote leadership, in how we see the people getting the toughest work. The plan? Reel, not declare. Make others watch you build. That's how you build trust—frame by frame.

I was one of the fastest growing creators on LinkedIn in 2024, growing from ~3,000 to >360,000 followers in 14 months by consistently implementing my Problem-Agitate-Solution Framework. This framework has been a core part of my growth strategy. For example, my post last week using this exact approach received >6,000 likes and >600k views. (https://www.linkedin.com/posts/will-mctighe_consistency-is-not-growth-its-only-half-activity-7323330371436085248--e0e) Here's how I implement it: First Step: Create Your Problem Bank Before writing, create a list of problems your target audience faces: 1. Identify what challenges customers bring to you and what triggers their "aha" moments 2. Review client call notes for recurring themes 3. Use AI tools to analyze customer conversations and identify common pain points This gives you great material to draw from consistently (I post 2x week using this framework). Second step, writing the post: 1. Start with a contrarian hook that challenges conventional thinking (under 10 words) 2. Identify a clear problem in your client's words (under 10 words) 3. Agitate with concrete examples showing consequences 4. Provide a simple, memorable 3-step solution 5. Add a relevant call-to-action 6. Focus on the writing quality first before worrying about visuals The key is maintaining laser focus on one problem and one solution per post, which builds your reputation as someone who consistently delivers specific, actionable insights rather than generic advice.

One tactic I use to build credibility on LinkedIn is treating my profile like a landing page, not a resume. I add job-specific keywords in the headline, About, and Experience sections so I show up in recruiter searches. I also include a short sentence on how I help introverts get interviews. That small shift in positioning builds trust before I ever post. It works for my clients too, many start getting profile views and messages just from optimizing their profile.

Consistency. I routinely read a business, technology, or science book every weekend. After including my hashtag #weekendread every Monday morning for years, people notice it. Not only has it led to business from people who like the idea of working with someone who accumulates knowledge, but I've been asked to review even more early reading copies and my comments get "blurbed" on books now, too. This has helped Credtent.org get more writers to use our Creative Origin Badges to declare their work is human-composed as a marketing tactic. More people are starting to show they care about buying non-AI books, much like how we think about organic food.

Our approach to LinkedIn is built around consistency, authenticity, and alignment. Whether it's our CEO, company page, or a subject matter expert, every voice we bring to the platform reflects both their individual perspective and the company's values. One tactic that's worked well for us is creating individual thought leadership calendars - for the CEO, for SMEs, and for the company page. But we don't treat them as standalone efforts. They're all part of the same orchestra. Each voice plays its part, but together, they create a cohesive narrative that builds credibility and trust over time. We plan ahead but also leave space for sudden but relevant posts such as industry news, a sudden invite to give a speech, or learnings from an industry event. That balance between structure and spontaneity keeps the content human and relatable. There's enough structure to stay consistent, but enough flexibility to respond to what's relevant. This results in content that feels real. Not overly curated, not overly promotional. Just people with something meaningful to say, sharing it with the right intent.

One of my key strategies for building thought leadership and credibility on LinkedIn is combining online engagement with real-world networking. When I attend industry events or networking functions, I make it a habit to take a group photo and tag everyone I've met. This does a few things: Visibility - Tagging others helps my post reach their networks, expanding my profile's visibility across different business circles. Credibility - It shows I'm actively engaged in the industry and invested in building real relationships, not just connections. Memory & Relationships - It helps me remember faces and names, and it often prompts people to reach out after the event, deepening those initial conversations. This simple tactic turns one moment into ongoing engagement and demonstrates that I value connection not just content.

My approach to building thought leadership and credibility on LinkedIn is based on consistency. For the past decade, I've posted 5-15 times a day during the weeks and a few times on the weekends, to maximize my presence in the feeds of my followers and connections. I've also spent the past 17 years building my connections, which now stand at over 26,000. The reach combined with frequency of timeline news and information has led to speaking opportunities, media mentions, new business and strategic partnerships. Due to changes in the LinkedIn algorithm, I've recently dialed back the frequency of my posts to 1-4 times daily, and invested more time in optimizing the posts for engagement, as that influences reach.

My strategy for building thought leadership on LinkedIn is sharing short, clear posts with a strong point of view. I pull ideas from real conversations or trends and turn them into quick takes that challenge how people think. One post that worked well was: "If your content only works on your site, it's not content marketing. It's a landing page." It got attention because it made people rethink a common habit. I post two to three times a week and treat every comment as part of the post. It's not just about sharing, staying in the conversation. That's how people remember you.

LinkedIn works when you treat it like a professional platform, not a social feed. I use it to build trust and show depth. People look for signals. They want to know if you have real experience and if you show up consistently. I post insights from years of coaching, training, and leadership work. The goal is to be useful, not to impress. One tactic I use often is turning lessons from real work into short, practical posts. I don't share names or sensitive details. I focus on what matters. Clear takeaways. Proven steps. Simple shifts that make a difference. These posts rarely get high engagement, but they attract the right people. That's the outcome I want. Each post builds a track record others can follow. Thought leadership grows through clarity, not volume. Strong posts speak for themselves. They show experience without pushing it. Simple, direct content often lands better than polished ideas. Writing with focus and intention builds credibility. That's how you move from being seen to being trusted.

I post a weekly update each Monday that talks about what I'm going to be working on that week so prospective clients can see what I am actually going to be doing. It gives them a little insight into my work processes and my schedule so they can ascertain whether I'm busy or if I have time to take on a project at the moment. These are in addition to my scheduled posts that go up throughout the week. Basically, I'm just trying to give prospects transparency into my working life so they know they are engaging with a professional ghostwriter when they are thinking about inquiring about my services.

As a subject matter expert—and someone who ghostwrites for CEOs and founders—my LinkedIn strategy revolves around creating content pillars that guide everything I share. For example, my three pillars are: HR, Tech/SaaS/AI, and Personal Branding. From there, I create a mix of content—text posts, images, and carousels—built around personal life lessons, behind-the-scenes moments from my work or client projects, and day-to-day reflections. This balance keeps things relatable while still positioning me as a knowledgeable voice in my space. It's not just about sharing expertise—it's about doing it in a way that feels human and consistent across topics I want to be known for.

So instead of posting generic business updates, I share authentic stories about how personal loss informed my understanding of what people truly need in memorial keepsakes. My most effective tactic was creating a monthly series called "The Stories Behind the Pieces," where I share the emotional journeys behind specific memorial jewelry designs—with permission and anonymized details. Instead of technical explanations about materials or craftsmanship, these posts explore the human experiences that shaped our creative process. For example, I shared how a conversation with a widower led us to develop pieces incorporating both ashes and wedding band metals. This approach increased our follower engagement by 317% compared to traditional product-focused content. I've learned that true thought leadership in emotional industries comes not from claiming expertise but from demonstrating genuine understanding. By showcasing how real human experiences directly influence our product development, we've established ourselves as industry leaders who truly comprehend the intersection of grief and remembrance—something no competitor can easily replicate regardless of their marketing budget.

As a thought leader who has gone viral on LinkedIn 4 times in the past 5 weeks, I would say to stop focusing on perfection and start prioritizing emotional clarity and relevance. Across just four videos, I've driven over 2.2 million impressions—not with flashy production or paid reach, but by using scroll-stopping hooks and human-first storytelling rooted in behavioral psychology. Most people are optimizing for polish when they should be optimizing for pattern interrupts. The first 3 seconds matter more than the next 30. The videos that performed? They were vertical. Under 60 seconds. Shot casually—but strategically. Each one tapped into something my ideal buyer was already feeling but hadn't said out loud. That's the power of message-market resonance. Sometimes you don't need more content, you need more clarity. If you want reach, show up real. If you want results, show up with purpose. Follow me on LinkedIn: Sheri Otto

As the founder of ForeFront Web since 2001, I've leveraged LinkedIn extensively for thought leadership in the digital marketing space. My most effective LinkedIn tactic has been what I call "precision targeting with member groups." We start by identifying industry-specific LinkedIn groups where our ideal B2B prospects already gather, then use LinkedIn's powerful "AND also have" targeting function to narrow down to specific job titles within those groups. This ensures we're reaching active platform users who are also decision-makers. The ROI speaks for itself. With just $15-25 per campaign, we've achieved 3:1 returns in a single week. For webinar promotion specifically, this approach has dramatically increased qualified lead generation because we're reaching professionals in their "work mindset" – they're already on LinkedIn for professional development. The key is providing immediate value upfront using an inverted pyramid style. Whether in promoted content or thought leadership pieces, I put the most valuable insights at the top and progressively get more granular. This approach consistently outperforms standard posts because busy professionals can quickly determine if the content meets their needs before deciding to engage further.

As the founder of Reputation911, I've found that consistency is absolutely key on LinkedIn. I commit to posting 1-2 high-value pieces of content weekly, focusing entirely on quality over quantity. This regular cadence has not only built credibility but served as crucial groundwork for crisis management situations—when negative issues arise, my established voice carries more weight. One specific tactic that's worked exceptionally well is strategic connection building rather than random networking. I target 10-40 new quality connections weekly, specifically focusing on industry peers and potential clients within my ideal customer profile. This targeted approach yields much better engagement than accumulating thousands of random connections. For messaging strategy, I completely abandoned generic templates. Every connection request now includes personalized notes referencing how we met or shared interests, clear intent for connecting, and mutual benefits. This small detail has dramatically increased acceptance rates and meaningful conversations. Data backs this approach—we've seen executive clients improve their crisis response effectiveness by 40% when they've built solid LinkedIn presences before negative incidents occur. When people already know and trust your voice, they're more receptive to your side of the story when problems hit.

LinkedIn has been crucial for our nonprofit tech consultancy's growth. Rather than just posting about fundraising success, I've implemented what I call "system transparency" by breaking down the exact AI mechanisms behind our 800+ donations in 45 days guarantee. My most effective tactic was creating a weekly "Tech Stack Tuesday" where I deconstruct the automation sequences we build for nonprofits. One post explaining our donor segmentation algorithm generated 17 partnership inquiries from organizations previously struggling with donor acquisition costs. The data speaks for itself - clients implementing our LinkedIn-shared strategies saw 700% increases in donations without raising ad spend. When I shared our email automation blueprint that eliminates the need for multiple marketing tools, engagement tripled compared to our standard content. For those looking to build credibility, document your actual processes instead of just outcomes. When I published a breakdown of how we achieved 1800% community growth for clients, it positioned us as transparent experts rather than just another marketing firm making big promises.

LinkedIn Strategy: Building Thought Leadership for CEOs and Senior Leaders As an executive coach, CEO strategist, and Vistage Peer Advisory Group Chair in Greater Boston, LinkedIn is my primary platform for connecting with growth-minded leaders. My approach is intentional: share actionable insights, foster genuine connections, and create space for real leadership conversations. Prioritizing Value for Time-Starved Executives I know my audience-CEOs and senior leaders-are pressed for time. Every post, article, and comment I share is designed to be concise, relevant, and immediately useful. My content centers on leadership effectiveness, strategic decision-making, and operational excellence. I share what I see in the real world: what's working, what's not, and how leaders can adapt. Expanding Human Excellence(r) Newsletter A cornerstone of my strategy is my LinkedIn newsletter, 'Expanding Human Excellence(r)—Leadership Insights for Time-Starved Executives.' Each edition distills practical strategies for leading teams, managing change, and building cultures that thrive. I draw from my experiences as a Vistage Chair and executive coach, sharing lessons learned from working alongside high-performing CEOs. The goal is always the same: help leaders make better decisions faster. Showcasing the Power of Peer Advisory As a Vistage Chair, I regularly highlight the impact of peer advisory groups. These confidential, high-trust forums empower CEOs to challenge assumptions, solve tough dilemmas, and accelerate growth. I spotlight member wins, share testimonials, and invite leaders to consider how joining a peer group could be a strategic advantage. Real stories, real results. Authentic Engagement I don't just post and disappear. I make it a point to engage with my network-responding thoughtfully to comments, sharing resources, and facilitating meaningful discussions. My aim is to create a space where executives feel seen, heard, and supported. Measuring What Matters Success isn't just about likes or follower counts. I measure impact by the quality of conversations, new Vistage memberships, and direct outreach from CEOs who see the value in peer learning and coaching. Bottom Line My LinkedIn strategy is about clarity, brevity, and real-world relevance. By focusing on executive coaching, CEO strategy, and the transformative power of peer advisory, I help leaders in Greater Boston and beyond expand their impact-one insight at a time.