Raise Your Visibility Online — LinkedIn for Business Growth

Should it go on your company page or your personal profile? It’s one of the questions I get asked most, so this week I’m going right back to the start. Think of LinkedIn like an in-person conference. You’re the person having the conversations. Your company page is the sponsor booth you send people to when they want to know more. Both matter, and they do different jobs. In this episode: The difference between a personal profile and a company page Why solopreneurs still need a company page (hint: it’s the only way to get your logo on your profile) The product tab most software companies don’t know about, and why it’s ideal for landscape demo videos Personal profile content = conversation. Company page content = your marketing message, made useful Why you should share your team’s posts to the company page Content ideas for law firms and manufacturers How to run a LinkedIn Live panel from your company page, and repurpose it into posts, clips, blogs and newsletters What’s new on LinkedIn: Microsoft Copilot can now suggest updates to your LinkedIn profile, with one click to apply them Bold text is rolling out in posts. Less is more, folks Plus: why was there a turkey wandering the footpath at Harvard? Timestamps: 00:00 Welcome 01:00 Personal profile vs company page 02:00 The conference analogy 03:00 The product tab for software companies 03:30 What content goes where 06:00 LinkedIn Live panels and repurposing 08:30 What’s new: Copilot and bold text 10:30 The Harvard turkey 11:50 The new community Links: Get the book, Raise Your Visibility on LinkedIn: louisebrogan.com/book Join the Raise Your Visibility community (£45/month for founding members): https://www.louisebrogan.com/momentum Want us to handle your company page content for you? Book a call: https://www.louisebrogan.com/inquiry Copilot tutorials on YouTube: www.youtube.com/@louise_brogan

Stop thinking about event marketing as a one‑off — flip it to "marketing with events" and put your event at the centre of your ongoing strategy. Want LinkedIn to bring you leads, not just likes? Grab my free 21-step LinkedIn guide for business owners, coaches and consultants: https://social-bee-ni.kit.com/21steps Want to work with me? louisebrogan.com/inquiry I walk through why events are so valuable for B2B buying groups (multiple stakeholders, conflict in decision‑making) and how LinkedIn should be part of the conversation to build trust and keep those conversations going. Short video teasers — think 7–15 seconds with a killer first 3–5 seconds and a direct call to action — plus speaker clips, behind‑the‑scenes previews and thought‑leader ads make registrations far more likely. We cover timing (virtual two to three weeks, in‑person or hybrid months in advance, flagship three to six months), combining formats, and the importance of reaching people who registered but didn’t attend. Don’t measure success by attendance alone — track the right businesses, engagement, and whether the event moves revenue, and then repurpose every asset (presentations, clips, quotes, polls) so your content works for months. If you want help setting up or running LinkedIn events — we do this day in, day out — I’d love to chat (and yes, my conference in Belfast next October is on the calendar, so grab your ticket!). Takeaways: I changed how I think about events: stop treating them as one-off campaigns and integrate them into ongoing marketing. We use short videos—around seven to fifteen seconds—with a punchy opening three to five seconds to boost completion and conversions. I get speakers and executives to share perspectives, plus run mixed formats like video teasers, newsletters and ads to widen reach. I start promoting based on the event type: virtual events need two to three weeks, in-person events need at least three months notice. We don't measure success only by attendance; we look at whether we're reaching the right businesses, stakeholders and driving revenue. I repurpose event recordings into clips, quotes, follow-up podcasts and polls so that content keeps working for months afterwards.

Five Major LinkedIn Updates: Network Feed, AI Slop, Smarter Algorithm, AI Search, and Verification Want LinkedIn to bring you leads, not just likes? Grab my free 21-step LinkedIn guide for business owners, coaches and consultants: https://social-bee-ni.kit.com/21steps Want to work with me? louisebrogan.com/inquiry Louise Brogan outlines five significant LinkedIn updates and what they signal: LinkedIn wants more human behavior, genuine expertise, and real conversations. She explains LinkedIn’s test of a real-time “network feed” focused on actual connections; a crackdown on low-effort “AI slop” with new reporting tools and reduced distribution; an algorithm upgrade using advanced AI to better understand content meaning, limit engagement bait, and recommend posts to relevant audiences; the growing importance of AI-driven search (e.g., ChatGPT recommendations) and why clear profiles, consistent expertise, and discoverable content matter; and expanded verification features to strengthen trust, alongside broader credibility signals like recommendations and real work examples. She concludes that fundamentals still win: optimize your profile, engage your network, share useful insights, and be intentional on LinkedIn. 00:00 Five LinkedIn Updates 01:11 New Network Feed Test 04:04 Cracking Down on AI Slop 08:00 Smarter Algorithm Changes 12:09 AI Search and Discovery 14:36 Expanded Profile Verification 16:33 Wrap Up and Action Steps Work with Louise www.louisebrogan.com/inquiry

Think LinkedIn ads are only for big companies with big budgets? Not quite. In this episode, Louise is joined by Kristian Downer, founder of LinkedIn ads agency DowSocial, to break down Thought Leader Ads: what they are, what they cost, and how to use them without wasting your money on the wrong audience. Kristian shares the numbers from his own business, including what he spends each month and how he turns that into 50 to 70 webinar sign-ups a quarter. Louise shares the YouTube ads mistake that still has her channel stuck like a tractor in the mud. If you're already posting on LinkedIn and want the right people to see it, this one's for you. Want LinkedIn to bring you leads, not just likes? Grab my free 21-step LinkedIn guide for business owners, coaches and consultants: https://social-bee-ni.kit.com/21steps Want to work with me? louisebrogan.com/inquiry In this episode What a LinkedIn Thought Leader Ad is, and why "boosted post" isn't quite right Why you need a company page and a company ad account to run them How approval works when a brand wants to promote your personal post Which posts to put money behind (start with what already works organically) The minimum budget: £8 a day, around £240 a month Kristian's own set-up: £500 a month, plus a bigger push each quarter for his webinar How retargeting works for people who watch 25% of your video or engage with your post Using profile views, likes and comments as conversation starters How targeted you can get, and why too small an audience pushes your costs up The quantity surveyor example: cost per thousand impressions nearly doubled, cost per lead halved The "click boost and hope" mistake, and how to avoid it Why the lurkers on LinkedIn matter more than you think Timestamps 00:00 Intro and how Louise and Kristian work together 02:00 What is a Thought Leader Ad? 03:00 Company pages, ad accounts and approvals 06:00 What kind of post works best 07:00 How much does it cost? 09:30 Turning ad viewers into conversations 11:00 Targeting: how specific is too specific? 13:00 "LinkedIn should be free" and ads that don't feel like ads 17:00 Mistakes to avoid (including Louise's YouTube one) 20:00 Long buying windows and staying front of mind 21:30 What you'll learn in Kristian's workshop 23:00 Where to find Kristian Connect with Kristian LinkedIn: search Kristian Downer and add a note saying you heard him on the podcast Website: dowsocial.com Raise Your Visibility LIVE Kristian is running his Thought Leader Ads workshop in Belfast as part of Raise Your Visibility LIVE. Details: louisebrogan.com/raise-live

Caroline O'Neill didn't know how to start a podcast. She found out, hit record, and The Digg Podcast went on to reach number three in the UK podcast chart. In this episode Caroline tells me how she went from occupational therapist to shop owner in Dungannon to podcaster and trainer. We talk about closing a business, getting over the fear of being the face of your brand, and why the hard work happens long before you press record. Caroline is joining us on stage at Raise Your Visibility LIVE in Belfast on 8 October, in a fireside chat with Claire McCollum. What we cover Why the business is called Digg (her dad drives a digger, and he backed her first shop) The pink flamingo Facebook Live that got 400+ shares and a queue outside the shop What she said when someone called her "desperate" for showing up online Closing Digg Childrenswear in 2020 and how the training business grew out of it Starting the podcast in 2021 with a borrowed microphone and a "just do five" brief Why adding real life conversations from series five lifted downloads and brand partnerships Showing up differently for different audiences: Digg for Success vs Digg Mama Why social media is the new TV, and why she'd rather own her channels Her DIGG framework: Discover, Involve, Give, Grow Why one wee video on Instagram is not a strategy Timestamps 00:00 Welcome and introducing Caroline 02:00 From occupational therapist to opening Digg Childrenswear 04:00 Learning online marketing the hard way 05:00 COVID, closing the shop and starting Digg for Success 06:30 Starting the podcast without a clue how 07:30 Louise's own retail shop story 10:00 Being the face of the brand, and the "desperate" comment 13:00 Finding the way of showing up that suits your brand 15:30 How Caroline plans the podcast and chooses guests 17:00 Bringing in real life episodes 19:00 In-person recording and making it a production 21:00 Social media is the new TV 22:00 Why every business needs a YouTube channel 24:30 The DIGG framework 30:00 What Caroline will cover on stage in Belfast 31:00 Reaching number three in the UK podcast chart Links Raise Your Visibility LIVE, Belfast, 7 and 8 October: https://louisebrogan.com/raise-live/ The Digg Podcast: https://podcasts.apple.com/gb/podcast/digg-podcast/id1550452496 Caroline on LinkedIn https://www.linkedin.com/in/carolineoneilldigg/ Instagram: https://www.instagram.com/diggforsuccess/ Takeaways: I learned that showing up online — even when you're 'desperate' — saved my business and filled the till the next day. We use the Dig method: discover your audience deeply, give them helpful content consistently, then grow your reach with purpose. I still swear by 'stop the scroll' creativity — a pink flamingo or a dramatic hook can turn social views into real footfall. We always tell people to do the hard work before hitting record: map personas, align emails and website, and plan strategic content. I discovered that blending business advice with honest, real‑life conversations elevated my podcast downloads and attracted sponsorships and partnerships. We believe YouTube and owning your channels is the new TV — be the face of your brand rather than a faceless polished advert. I admit I had huge imposter syndrome when I pivoted from retail to training and podcasting, but learning by doing changed everything. We warn that viral fame without a clear strategy will fizzle; always strip back to your values, audience problems, and measurable goals.