<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69089aa8b58308ca9e2e733b_651d7ecefeb9bcd1f7b89704_639c6ad87082491ff65a04e1_Screenshot%2525202022-12-16%252520125521%252520(1).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Event · Expression</span> <h1 class="gn-title">Deep Dive - How To Make LinkedIn Work For You</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>17 January 2023</span> <span class="pip"></span> <span>1 min read</span> </div> </div> </div> <div class="gn-event-meta gn-reveal"><div class="gn-event-meta__block"> <span class="gn-event-meta__label">When</span> <span class="gn-event-meta__value gn-date">Tue, 17 Jan 2023 · 09:00</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Where</span> <span class="gn-event-meta__value">Online</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Status</span> <span class="gn-event-status gn-event-status--recording">Past · Recording</span> </div></div> <div class="gn-body"> <h2>Making LinkedIn Actually Work for Your Agency in 2023</h2> <p>LinkedIn remains one of the most underleveraged tools in an agency's new-business arsenal. Most agency leaders have a profile, post occasionally, and wonder why nothing much happens. The platform rewards a specific kind of effort, and without understanding how it works at a structural level, that effort rarely converts into real pipeline. Peter Lowes, Founder and Strategy Director at content marketing specialists Present Works, shared a practical framework with The GO Network that cuts through the noise and gives agencies a repeatable system for building visibility and credibility on LinkedIn.</p> <p>What follows are the core takeaways from that session, applicable whether you are an agency owner looking to raise your personal profile, a new-business lead trying to generate inbound, or an ops lead helping your leadership team show up more consistently online.</p> <h2>Understand How the Algorithm Actually Works</h2> <p>The single biggest mistake agency professionals make on LinkedIn is treating it like a broadcast channel. Post something, hope people see it, move on. The algorithm does not work that way. LinkedIn's engine is built around <strong>dwell time, early engagement, and relationship signals</strong>. The platform measures how long someone lingers on your content, how quickly it receives comments and reactions after posting, and whether the people engaging with it are meaningfully connected to you.</p> <p>This has practical implications for agencies. Posting at times when your network is active, writing content that prompts a genuine response rather than a passive scroll, and building a habit of engaging with others before and after you publish all feed the algorithm in ways that pure volume never will. Understanding this is the foundation. Everything else builds on it.</p> <h2>Build an All-Star Profile Before You Worry About Content</h2> <p>LinkedIn itself uses the term "All-Star" to describe profiles that have completed every relevant section to a high standard. Reaching this status is not a vanity exercise. Profiles at All-Star level are significantly more likely to appear in search results, which matters enormously when prospects are researching agencies or looking for specialists in a particular discipline.</p> <p>For agency leaders, the key areas to address are:</p> <ul> <li><strong>The headline.</strong> This should describe who you help and how, not just your job title. "Founder at X Agency" tells a prospect nothing. A headline that speaks to the outcome you deliver starts a conversation before anyone has clicked.</li> <li><strong>The About section.</strong> Write this in the first person and treat it as a short pitch. What does your agency do, who do you do it for, and why does that matter? Include a clear call to action at the end.</li> <li><strong>Experience and featured sections.</strong> Populate these with specifics. Case studies, results, work samples, and links give profile visitors a reason to stay longer and reach out.</li> <li><strong>Recommendations.</strong> A handful of strong, specific recommendations from clients or collaborators carry more weight than a long list of endorsed skills.</li> </ul> <p>The profile is the destination. All your content activity drives people there, so it needs to do real work when they arrive.</p> <h2>Build Your Strategy Around Three Pillars</h2> <p>Peter Lowes frames an effective LinkedIn strategy around three pillars, and this structure is especially useful for agencies that have tried to "do LinkedIn" before without a coherent plan.</p> <p><strong>Pillar one: authority content.</strong> This is the content that demonstrates your expertise directly. Opinions on industry trends, frameworks you use with clients, commentary on sector news, and lessons from your own agency experience all sit here. This is what builds credibility with prospects who do not know you yet.</p> <p><strong>Pillar two: social proof and case study content.</strong> Results, client wins, project case studies, and testimonials. Agency buyers are risk-averse. Showing evidence that you have solved problems similar to theirs is one of the fastest ways to move someone from curious to ready to talk. Do not wait for a formal case study document to be approved before sharing outcomes on LinkedIn. A short post about a problem you solved and how you solved it is often more effective than a polished PDF.</p> <p><strong>Pillar three: personal and relatable content.</strong> The posts that share perspective, reveal how you think, or show something of who you are as a leader. This pillar tends to generate the highest engagement on LinkedIn because it invites a response. It also builds the kind of trust that makes people want to work with you specifically, rather than just an agency that does what you do.</p> <p>A sustainable content plan draws from all three pillars in rotation. Agencies that post only authority content become useful but forgettable. Those that only post personal content generate warm feelings but rarely convert them. The mix is what drives both reach and pipeline.</p> <h2>Make It Manageable Before You Make It Ambitious</h2> <p>The most common reason agencies fall off their LinkedIn activity is that the bar they set themselves is too high to maintain alongside client work. Consistency beats intensity. A realistic plan, built around your actual capacity, will outperform an ambitious plan that collapses after three weeks.</p> <p>Start with a posting frequency you can genuinely sustain. Two or three posts per week is more than enough to build momentum. Batch your content creation so you are not starting from scratch every time. Keep a running list of ideas drawn from client conversations, industry questions, and your own day-to-day experience. The best LinkedIn content for agencies is rarely written from scratch. It is captured from things you are already doing and thinking.</p> <p>Set aside time each week not just to post, but to engage. Comment on posts from peers, prospects, and people in adjacent industries. This activity builds your visibility with audiences beyond your existing followers and signals to the algorithm that you are an active participant rather than a broadcaster.</p> <p>If your agency is not yet treating LinkedIn as a serious new-business channel, the place to start is not with a content calendar. It is with a profile audit. 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