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Growing your LinkedIn network is more than just a numbers game

Posted: Tue 29th Apr 2025

5 min read

For many SME owners, LinkedIn is seen as a digital business card — a place to park your CV and occasionally post an update. But if used correctly, it can be one of the most powerful tools for business growth.

The key? It’s not just about growing your network; it’s about growing it with intent.

Stop collecting, start connecting

Too many people approach LinkedIn like a game of numbers, trying to amass as many connections as possible. But what good is a network if it’s full of people who don’t engage with you, don’t care about what you do, or won’t ever buy from you?

Instead, focus on quality over quantity. Connect with:

Potential clients who fit your ideal customer profile
Industry peers and thought leaders who can challenge and inspire you
People who share your values and business ethos

This doesn’t mean rejecting connection requests from outside your target audience, but it does mean being intentional about who you proactively reach out to.

Give first, ask later

Most people approach LinkedIn networking like they’re fishing for leads. But a far better approach is to give value first, whether that’s through insightful content, thoughtful comments, or useful introductions.

Engagement is the currency of LinkedIn. If you only post promotional content, people will switch off. But if you share industry insights, personal experiences and real expertise, you become someone worth following.

And when you consistently engage with others, they remember you, not as a salesperson, but as a trusted authority in your field.

Hidden benefits of a strong network

Growing your LinkedIn network isn’t just about finding clients, it’s about opening doors to unexpected opportunities.

Some of the biggest business breakthroughs happen because of a casual LinkedIn exchange. Your next investor, partner, or game-changing hire could be just a conversation away.

A well-curated network also gives you access to:

Better market intelligence (trends, competitor activity, customer pain points)
More credibility (the more engaged your audience, the more authoritative you appear)
Warm introductions (your connections can be your best referrers)

Watch this webinar for tips on how to create long-lasting value by using The LinkedIn Compass™ framework:

Avoid common LinkedIn networking mistakes

Many SME owners make mistakes that limit the effectiveness of their LinkedIn efforts.

Here are a few to avoid:

Connecting without context: If you’re sending a request, include a short note explaining why you’re reaching out. A generic request is easy to ignore
Ignoring engagement: Liking and commenting on other people’s posts is just as important as posting your own content. Engagement builds relationships
Being too sales-heavy: If every post is about your product or service, people will tune out. Focus on education and insights instead
Neglecting your profile: A weak or outdated profile makes a bad first impression. Ensure your profile picture, headline, and ‘About’ section tell a compelling story about who you are and what you do

Content that builds a network

Posting regularly is important, but what you post matters just as much. The best content for growing your network includes:

Personal stories: Sharing challenges and lessons learnt makes you relatable
Industry insights: Help your audience stay ahead of trends
Practical advice: Offer solutions to common problems your connections face
Engaging questions: Invite discussion to encourage interaction

Make LinkedIn work for your SME

If you’re an SME owner, you don’t have time to waste on strategies that don’t deliver results. The good news is that LinkedIn networking doesn’t require hours every day — just a consistent, strategic approach.

Daily LinkedIn routine for business growth:

Five minutes: Engage with posts from your network (like, comment, or share)
10 minutes: Send connection requests to relevant people, adding a personalised note
15 minutes: Post something valuable — an insight, an experience, or a question

This simple routine, done consistently, will grow your LinkedIn presence, strengthen your brand, and open doors to new opportunities.

Build a network that works for you

Growing your LinkedIn network isn’t about collecting names; it’s about building relationships that drive real business growth.

Be selective, be generous and be present. If you do it right, LinkedIn stops being a chore and starts being a genuine source of new business, fresh ideas and meaningful collaborations. And that’s when it becomes one of the most powerful tools an SME owner can use.

So, next time you think about sending a connection request, ask yourself: Is this someone I can learn from, help, or collaborate with? If the answer is yes, you’re building your network the right way.

Relevant resources

Richard LevySophera Marketing

Introduction With over 20 years of experience in marketing, I help businesses refine their strategy, grow profits, and establish a solid foundation for sustainable success. I specialise in working with small and medium-sized businesses that can’t afford a full-time marketing resource but need expert guidance to get their marketing right. As a fractional CMO, board advisor, and interim CMO, I focus on helping companies professionalise their marketing, ensuring they have the right processes, positioning, and strategies in place to thrive. I’m the founder and CEO of Sophera Marketing, (www.sopheramarketing.co.uk) where I work with businesses in a hands-on, practical way to drive real results. My expertise spans across industries, with a strong focus on payments, employee benefits, and financial education. Beyond consulting, I teach marketing at The Cambridge School of Marketing and am a seasoned board advisor to SMEs. My Approach I believe in marketing that delivers real impact, not just vanity metrics. Too often, businesses chase brand awareness without a clear path to profitability. My approach is different: I focus on practical, measurable strategies that drive revenue, customer retention, and market positioning. I help businesses: Clarify their positioning – ensuring they stand out in a crowded marketplace. Develop strategic marketing plans – aligning marketing with business objectives. Implement effective campaigns – balancing digital, content, and traditional marketing. Refine pricing and product strategy – ensuring the offer matches market demand. Build internal marketing capability – so they’re not reliant on external consultants forever. I want my clients to succeed long-term, which is why my goal is to make myself redundant within two years. I help businesses grow up, setting up proper processes, structures, and teams so they can continue scaling without constant external support. Why People Hire Me Hiring me means getting an expert who is strategic but also hands-on. I don’t just advise; I implement. My clients appreciate my ability to cut through complexity and focus on what truly moves the needle. Here’s why businesses choose to work with me: Deep Marketing Expertise – With two decades of experience, I’ve seen what works and what doesn’t across multiple industries. Clear, No-Nonsense Communication – I avoid jargon and corporate fluff, focusing on clear, actionable insights. Results-Driven Approach – I ensure marketing efforts align with commercial goals, delivering tangible ROI. Cross-Industry Knowledge – From fintech and payments to employee benefits and beyond, I bring broad expertise to the table. Proven Leadership – As a fractional CMO and board advisor, I help companies professionalise their marketing and build high-performing teams. Ethical and Transparent – I believe in honest advice, fair pricing, and delivering real value to clients. Key Projects and Achievements Rebranding Suresite to Attenda – Leading the transformation of a well-established payments business to serve the fuel, unattended, and franchise sectors. Building Money Guided – Launching an AI-driven financial education platform that’s now a partner of Benefex and Ben, making financial wellbeing more accessible. Driving Growth for SMEs – Helping small and medium-sized businesses establish their marketing foundations, grow revenue, and scale efficiently. High-Impact Thought Leadership – Regularly publishing articles on LinkedIn and in the trade press about AI in HR, financial wellbeing, and the role of marketing in business growth. Who I Work With I work best with businesses that are in the ‘grow up’ stage—those that have found product-market fit but now need structured, strategic marketing to scale. My clients range from fintech startups to established businesses looking to refine their positioning and approach. Whether it’s a short-term project or a longer-term engagement, I help companies professionalise their marketing without the overhead of a full-time CMO. How We Can Work Together If you’re looking for a marketing expert who will bring clarity, structure, and results, I’d love to chat. Whether you need a fractional CMO, a strategic consultant, or a short-term project lead, I can help you get your marketing right—so your business grows profitably and sustainably. Let’s make marketing work for you. Get in touch to explore how we can collaborate.