Growing your LinkedIn network is more than just a numbers game
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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.