Clare Clifford's Simple 3 Step LinkedIn Strategy.

I asked Clare Clifford to be our guest speaker for The Fold meet up in May. Why? Because she's a content expert, not afraid to say it how it is, AND because social media can be one of the biggest headache's for small business owners. I asked her to chat about LinkedIn, becuase it's a platform that often gets a bad reputation, and we need to stop thinking about it in a way that shouts back to our "employed" days.

Clare has very kindly done a wrap up of her LinkedIn strategy below, here's what she had to say: For a lot of people, LinkedIn still feels like a place only for job seekers, recruiters, or very corporate people using buzzwords and trying to sound impressive. That perception puts a lot of small business owners off before they even get started.

But the reality is very different.

LinkedIn can actually be one of the simplest and most effective ways to grow your business, build trust, and connect with the right people. You do not need to become a content creator, post every day, or try to go viral. You just need to show up consistently and be visible to the right audience.

Unlike Instagram or Facebook, LinkedIn is far less noisy. There are still bots and spam accounts, of course, but nowhere near the same level. More importantly, there are millions of decision-makers actively using the platform every day. The people scrolling LinkedIn are often business owners, managers, and professionals looking for solutions, partnerships, and recommendations.

One of the biggest misconceptions about LinkedIn is that you need to be polished and professional all the time. In reality, people respond far better to authenticity than perfection.

A lot of the fears people have around LinkedIn are completely normal.

The first is not knowing what to post. Most people already have plenty to say, they just do not realise it. If you regularly answer questions from clients, solve problems, or share advice in conversations, you already have content. The things you explain every day in your business are exactly the things other people want to learn from.

Another common fear is sounding too salesy. The good news is that the best LinkedIn content usually does not feel like selling at all. Helpful content builds trust naturally. People are much more likely to work with someone who shares useful insights and feels approachable than someone constantly pushing services.

Then there is the time issue. Most people assume LinkedIn requires hours of effort every week, but it really does not. Even ten focused minutes a day can make a difference. LinkedIn is far more about consistency than intensity.

Personally, I have no idea how many followers or connections I have, and I genuinely do not care. I would rather grow slowly with genuine connections than build a huge audience of people who never engage.

I also do not create completely separate content for LinkedIn. Most of what I post is very similar to what I share on Instagram and Facebook, just slightly toned down in places. The approach that has worked best for me is keeping everything simple.

My Simple 3-Step LinkedIn Strategy

Step 1: Make Your Profile Work for You

Think of your LinkedIn profile as your shop window. When someone lands on your page, they should immediately understand who you help and what you do.

A clear, friendly profile photo makes a huge difference. It does not need to be overly corporate, but it should feel approachable and professional. Definitely avoid using a wedding photo or holiday snap.

Your headline should quickly explain who you help and how you help them. Something simple and clear works best.

Helping small businesses simplify bookkeeping | Stress-free finances

Your About section should sound conversational rather than formal. Focus on who you help, the problems you solve, and how you make life easier for your clients.

There is no need to write like a CV. Write like a real person.

In fact, my own profile was written professionally because I knew it was not my strength. Kate Ryrie wrote mine.

Step 2: Post Simple, Valuable Content

Most people massively overcomplicate content creation on LinkedIn, but you really only need a few types of posts.

Tips work brilliantly because they give people something useful, they can apply straight away. Think about the common mistakes you see clients make or questions you answer regularly.

Stories are powerful because people connect with real experiences. Sharing a client win, a lesson learned, or even a challenge you faced makes your content feel human and relatable.

Opinions also work well because they spark conversations and show personality. You do not need controversial takes, just honest thoughts and experiences from your industry.

A good rule to remember is this: if you have ever said something useful to a client, it can probably become a LinkedIn post.

You also do not need to post constantly. Two or three posts a week is enough to stay visible and active.

Step 3: Engage With People

This is the part many people overlook.

LinkedIn works best when you treat it as a networking platform rather than a broadcasting platform. Conversations matter far more than follower counts.

Commenting on posts from clients, local businesses, and industry peers helps people notice you naturally. Even a thoughtful sentence or two can help build relationships over time.

Small actions done consistently work surprisingly well. A few comments and reactions each day can significantly improve your visibility without taking much time at all.

You do not need thousands of followers. You need genuine conversations.

It is also important to have realistic expectations.

The first results are rarely huge sales or instant success. Usually, the early wins are things like more profile views, more conversations, and more people recognising your name.

Over time, those smaller interactions often turn into referrals, partnerships, and inbound enquiries.

LinkedIn is definitely a slow burner, but that is part of why it works so well. Trust builds gradually, and the leads that come through LinkedIn are often some of the warmest leads you will receive.

In summary:

• At the end of the day, LinkedIn does not need to feel complicated.

• You do not need to be an expert. You just need to be helpful.

• You do not need to post every single day. You just need to be consistent.

• And you definitely do not need to go viral. You simply need to stay visible to the right people.

• Out of all the social platforms, LinkedIn is probably the nicest place to show up, so do not be afraid of it.

• Keep it simple, keep it human, and let LinkedIn work for you.

If you’d like a free content check-up to get your LinkedIn working for you – book here.