Use LinkedIn to build trust in your brand and generate leads

May 1, 2026
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It’s unlike other social media; people come there to talk about business, not their pets

This article first appeared 25 Sept. 2025

You’re reading the Your News Biz newsletter. My goal is to help digital media entrepreneurs and small businesses find viable business models.

The most frequent question I get from colleagues is, “How can I get more clients/customers with digital marketing and social media?” For me, it’s all about building authentic relationships, trustworthy relationships. Social media isn’t always the answer.

For people in business, I like to recommend LinkedIn. It’s free, and it can help you connect with businesses in your community and beyond. And I believe your profile there generates trust.

Having a profile on LinkedIn gives you credibility. Err on the side of inclusiveness. Include all your previous job experiences, education, and skills. And ask people to recommend you. (Royalty-free image from Pixabay)
  1. Business to Business (B2B) marketers rank it ahead of Facebook and Twitter (X) for generating leads
  2. If you sell to consumers, B2C, LinkedIn gives you a professional profile and makes you more trustworthy
  3. LinkedIn attracts an audience of professionals focused on career and brand growth
  4. LinkedIn is a search engine for business.
  5. LinkedIn is like a large trade show where you go to talk business
  6. LinkedIn FREE resources for small businesses

Creating an account

Tip: Use your personal email address to create an account for your business. (Using a work email for a side-business LinkedIn account poses risks of blurred professional boundaries, could create problems with your employer.)

More tools

Here’s a handout I use at public events while volunteering for SCORE.org, which gives free mentoring to small businesses and entrepreneurs: 5 Digital marketing tips to build your business.

This explains the power of trustworthy relationships in a digital ecosystem flooded with junk: Trust people not bots: Your guide to thriving as Google search results plummet