Entries by Darren Stevens

How to make the best use of Linkedin in 2025

With over one billion users worldwide and continuous updates to its core features, LinkedIn remains the go-to platform for professionals looking to connect, learn, and grow their businesses. Long gone are the days when it was just a platform to find your next job. But with ever-evolving algorithm updates and shifts in user behaviour, making the best use of LinkedIn in 2025 means more than simply posting an update.

Whether you are a business, brand, or individual, knowing how the platform works – and how to work with it – is key to standing out. This guide breaks down how LinkedIn ranks content in 2025, what it rewards, and how you can tailor your strategy to grow visibility, connections, and authority.

How the LinkedIn algorithm works in 2025

LinkedIn’s algorithm has one mission: deliver the most relevant professional content to each user’s feed. To make that happen, it follows a three-step process:

  1. Quality Filtering

    When a post is published, LinkedIn immediately classifies it as spam, low quality, or high quality. Posts that violate platform rules – clickbait, misleading engagement bait, overuse of emojis, or chain-letter-style prompts – are flagged early and deprioritised.

  2. Engagement Testing

    Once your post passes the quality filter, it enters the engagement testing phase. Here, LinkedIn tests the post on a small sample of your audience to measure how well it performs. If it receives strong engagement (likes, comments, shares) within the first hour, the post will be shown to a broader range of users, expanding beyond your first-degree connections.

  3. Network and Relevance Ranking

    Finally, LinkedIn assesses who should see the post next based on relevance. This includes prior engagement, shared interests, job titles, industries, and the strength of the user’s connection to the author.

What is the Algorithm Looking For?

To successfully navigate the LinkedIn algorithm in 2025, you need to create content that meets its priorities. This means substance, not sensationalism.

LinkedIn now favours posts that spark meaningful discussions and rewards those that spark genuine conversations – not just ones flooded with emojis or single-word replies. While it is still important to encourage interaction, the depth of those interactions matters more.

Posts that demonstrate subject matter expertise will be particularly favoured. Sharing your professional insights, tips, and advice will add value that your audience engages with. Posts that captivate attention for longer periods, even without immediate engagement, will be prioritised by the algorithm.

How to Craft a Quality LinkedIn Post

Creating content that performs well on LinkedIn is not just about what you write – it is also about how you write it and how you optimise it for visibility. These tips will help you create posts that not only engage your pre-existing connections but also draw traction to your page.

● Targeted Posts: Tailor your posts to the audience you want to reach. Speak directly to industry peers, clients, or niche communities rather than trying to appeal to everyone.

● Keyword Optimisation: Like any content strategy, search engine optimisation (SEO) is key on LinkedIn. Conduct keyword research to identify the terms your target audience is searching for and include them strategically in your posts. But beware of not keyword-stuffing, as this can diminish your content’s credibility.

● Original Content: Repurposing is useful, but original posts—especially those rooted in your expertise—build credibility and outperform reshared links. Share insights, case studies, and tops that show the depth of your knowledge and experience.

● Planning Posts: Consistency is key. Use a content calendar to plan your posts ahead of time, ensuring that you are publishing regularly and at strategic times when typically posts have performed best for you.

● Mobile Optimisation: Structure your posts with line breaks and concise paragraphs to improve legibility on mobile.

Resonating with your Audience

The best content on LinkedIn in 2025 goes beyond just being informative. It captures your audience’s attention, engaging them visually, emotionally, and intellectually.

What types of LinkedIn posts perform best?

Some of the top-performing posts include thought leadership pieces, carousels, and short-form videos. Video content, in particular, continues to dominate on LinkedIn. Uploading videos directly to the platform, whether they’re quick tutorials, interviews, or company updates can increase engagement and visibility. Using these visual storytelling devices to address common pain points in your industry or share unique insights will allow your posts to capture users’ attention for long and spark some meaningful discussions.

Another tried-and-tested strategy to diversify the posts on your page is to make use of LinkedIn-specific features, such as LinkedIn Newsletters, LinkedIn Live, and LinkedIn Events. These tools help you engage your audience more effectively and increase the visibility of your content. Looking further afield, keep your content relevant by utilising Google News Alerts to share topical third-party news stories.

Building a LinkedIn Network

LinkedIn is a networking platform at its core – using it that way will let you expand your network and build your brand. The first step to building any network is to make sure you are connected with your customers, current and future so that they can remain updated with any big announcements you are making. Here are some more ways to construct a foundational network and grow your platform:

● Engage your Employees: Make use of the pre-existing network you have already created and encourage employees to be active on LinkedIn. By having your team like, share, and comment on your posts, you increase your visibility and credibility.

● Connect with Intent: Instead of sending generic connection requests, personalise your messages. Mentioning shared interests, mutual connections, or specific reasons why you want to connect will make your outreach more genuine.

● Comment Strategically: Engaging with others’ content, especially with thoughtful, well-crafted comments—helps you build visibility and establish your voice.

● Join Groups: LinkedIn groups that relate to your industry are a great medium for connection building. They provide an opportunity to share expertise, interact with like-minded professionals, and broaden your reach.

Your LinkedIn company page is often the first touchpoint for potential clients, partners, or employees – so it needs to be strong. Start by ensuring the page is fully optimised: include a clear, keyword-rich “About” section, relevant industry tags, and up-to-date contact details. A polished logo and banner add credibility, while consistent, engaging content—shared in a mix of formats—keeps your audience informed and coming back for more.

Measuring Success: Analytics and Iteration

Posting is just the beginning – refining your strategy through data is where the real growth happens.

Tracking key metrics including likes, comments, shares profile views, and follower growth will allow you to evaluate the performance of your content. This is not only helpful to see what is working, but also to inspire your future posts.
Using tools like Google Analytics will show you how much traffic comes from LinkedIn and whether it leads to high-quality engagement with your site. Once you know which posts are doing the work for you, replicate these formats and topics to maintain the momentum.

Whether your goals are lead generation, personal branding, or community building – tracking your progress and adapting accordingly is key to refining your content strategy.

Remember to ring the bell and ask people to ring yours

There was a time when if you were connected with a person or followed a company you would see everything they posted. This is no longer the case – to see everything that a connection posts or see everything that a company you follow posts, you need to visit their profile and click on the bell. A pop up menu will then appear with all as an option that you need to click. What was a single bell now becomes two and you will see all their content in your timeline. This also means that you need to ask your connections and company followers to do the same.

Winning on LinkedIn in 2025 isn’t about chasing trends—it’s about aligning your content with the algorithm’s deeper priorities: relevance, expertise, and authentic engagement. When your strategy focuses on value, consistency, and connection, LinkedIn becomes more than just a professional network—it becomes a growth engine for your brand.

And if you are looking for a little extra help with your LinkedIn strategy, then why not get us to manage your profile for you. For more tips on how to build a social media presence and branding, contact Prestbury Marketing & Consulting.

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The Challenges of Managing a Marketer When You Are Not a Marketer – And How to Overcome Them

Running a successful business requires bringing in diverse talent with expertise in various fields, and marketing is definitely no exception. For many business owners or managers, however, managing a marketer can be daunting, especially when marketing isn’t your forte. From understanding technical jargon to setting realistic expectations, navigating this relationship can be tricky. In this […]

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Why Your Google Business Listing is an Essential Marketing Tool

In today’s digital age, where your online presence is absolutely crucial, your Google Business listing is one of the most powerful marketing tools at your disposal. It’s more than just a simple directory listing—it’s a gateway for potential customers to find, learn about, and engage with your business. Here’s why maintaining an optimised Google Business […]

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The top 10 most common mistakes businesses make with Social Media

In the ever-evolving landscape of social media, businesses have a tremendous opportunity to connect with their audience, build brand awareness, and drive growth. However, navigating the intricacies of social media marketing can be challenging, leading to common mistakes that hinder success. In this blog post, we explore the emotional rollercoaster of the top 10 most common mistakes businesses make with social media. So get ready to learn from these pitfalls, ensuring your social media journey is the best that it can be.

Neglecting a Clear Strategy:
Without a well-defined social media strategy, businesses can find themselves lost in the vast sea of platforms and content possibilities. Don’t fall into the trap of aimlessly posting without purpose and create a comprehensive strategy that aligns with your business goals, target audience, and brand identity.

Failing to Understand the Target Audience:
Every successful social media campaign begins with a deep understanding of the target audience. Only by having a clear picture of who is target customer can you create content that resonates with your audience on a profound level. Learn how to conduct thorough audience research, identify their needs and desires, and tailor your content to create an emotional bond that fosters loyalty and engagement. Think about what will interest your target market.

Inconsistent Brand Voice:
Inconsistency in your brand voice can lead to confusion and disengagement. Avoid mixed messaging and discover the power of a consistent and authentic brand voice. Ensure your brand’s personality shines through in every social media interaction, fostering trust and building a strong emotional connection with your audience.

Lack of Engaging Content:
Nothing dampens the spirit of social media like boring, uninspiring content. Create engaging content that captivates and sparks conversation. Fully utilise the power of storytelling, visual appeal, and interactive elements to keep your audience coming back for more.

Ignoring Social Listening:
Social listening is the key to understanding your audience’s sentiments, preferences, and pain points. Don’t miss opportunities for meaningful engagement and unlock the power of social listening to gather insights, address customer concerns, and tailor your content strategy to meet their evolving needs.

Overlooking Community Management:
Neglecting community management can result in a sense of isolation and detachment from your audience. The importance of active engagement cannot be overstated, responding to comments and messages, and fostering a sense of community around your brand. Explore the emotional rewards of building genuine relationships and the impact it has on your business’s reputation and customer loyalty.

Overpromotion and Salesy Tactics:
Constant self-promotion and aggressive sales tactics can alienate your audience and evoke feelings of annoyance and frustration. Discover the art of balanced promotion, where value-driven content takes centre stage and sales messages are seamlessly integrated. Learn how to build trust and credibility through authenticity and providing meaningful solutions to your audience’s pain points.

Neglecting Analytics and Data:
Making decisions without analyzing data can leave you lost and directionless. Uncover the power of analytics and data-driven insights – to see what really works and engages with your audience. Leverage social media analytics to track performance, measure ROI, and optimize your strategies for maximum impact.

Inconsistent Posting Schedule:
Inconsistency in posting can lead to a sense of disconnection and lead to missed engagement opportunities. Avoid sporadic posting and uncover the benefits of a consistent and well-planned content schedule. Regular posting keeps your audience engaged and eager for your next update.

Lack of Adaptability:
Social media is a dynamic and ever-changing landscape, and businesses must be adaptable to stay ahead. What worked yesterday may not work today.

Ask yourself – how many of these ten mistakes are you guilty of? If your business could do with some help with your Social Media Marketing then email Darren Stevens – [email protected] for an initial, no obligation discussion.

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Prestbury Marketing to take part in Seminar for start-up businesses

Darren Stevens from Prestbury Marketing is taking part in a free online Seminar on 23rd June organised by Eagle Tower titled “How to make your New Business soar”. It is specifically aimed at people who are thinking about starting a new business or have recently done so,

Starting a new business can be a very exciting time. But it can also be daunting, with so much to think about and do. Eagle Tower have put together a line up of experts that will cover all the basics you need to know from a legal, financial, marketing and sales perspective.

Darren’s session “The ten Marketing things your business should be doing” acknowledges that one of the daunting things when you start a new business is the seemingly endless list of things on your marketing “to do list”. Some of these can appear quite technical and with others you can spend endless hours trying to craft the perfect message. The sheer choice of marketing options can be bewildering and often one of the hardest questions facing you will be – “how much marketing is enough”.

With over 30 years’ marketing experience, Darren will in this highly practical session provide clarity on what he considers are the 10 most important marketing things any start up or early stage business should be doing.

The pandemic has caused people to re-evaluate what they are doing with their lives and this is expected to lead to an increase in people deciding to set up their own business.

The event also features speakers from Eagle Tower, Hazlewoods, JV Consultancy and Hughes Paddison.

Anyone wishing to reserve a space can do so here.

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Clean Air Cheltenham seeking a volunteer to be their Publicity Co-ordinator

We are helping Clean Air Cheltenham spread the word about a volunteer position to become their Publicity Co-ordinator. The position would obviously be ideal for anybody who can share the organisation’s passion for the subject. The opportunity would enable somebody to gain practical experience in this field and demonstrate a track record of achievement. More […]

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Thinking of starting a business? Here are some of the things that you need to do.

At this time of year and after this year of all years, now is the time when many are reviewing what they currently doing and considering taking the plunge and starting their own business. This is not a decision to take lightly though, so we thought we would shares some tips on what you need to do.

Things to do before you make the decision

Ask yourself why you want to do this? Phrases like being your own boss are often quoted and we understand that motivation. Many start up businesses quickly find though that their customers start to feel like “bosses” because of their expectations and demands. Others decide to go it alone to do what they love. That is fine but ask yourself is this the only way you can achieve this? It is not that we are against starting up businesses (after all we did that ourselves nearly 11 years ago), but we do find that most start up businesses underestimate how much hard work it will be.

Work out how much you want/need to earn. Then estimate what your fixed and variable costs will be and you will soon have an idea of how much you will need to turnover to realise your aspirations. Break this down into months and how many sales you need to do (or if you are offering services the number of hours you need to work) and remember the need to consider the fact that not all enquiries or expressions of interest will turn into sales. You have some of the elements of a business plan now and something to gauge your progress against.

Try and assess the level of demand for what you intend to offer. Ask potential customers would they be interested in what you intend to offer, what price they would expect to pay and where if they were looking for it, would they look. Wrong assumptions at this stage can be crucial. For example if you plan to sell an item for £25 and people expect to pay £18, you need to justify that premium and anticipate that some people, even those that want what you are selling may be put off. Also look out for competitors. If they are there – ask yourself how you will compare and standout? If they are not there, then just maybe that indicates there are not enough people looking for what you intend to offer/do in that area.

After the decision to go-ahead.

This is where the hard work really starts. This is not an exhaustive list but some of the key things you need to do.

Create a “to do list” and start to plot these in some sort of calendar or plan. This will help you put things into the right order, determine your priorities and highlight interdependencies. It also will help you drive your activity and help maintain momentum – “what I need to get done this week”. Beware the temptation to keep delaying things to get “all your ducks in a row”. Try and categorise things, maybe into “must haves” and “nice to haves”.

Finalise what you are going to offer (your products or services) and how and where you are going to offer this. In part this is about where you intend to operate but it is equally about your routes to market.

Settle on a business name. Remember to check Companies House to see if somebody is already using it and for similar reason google the name you are considering. Check the Government website for trademarks (remember that even if there is a clash if they operate in a different field or class this may not a be a show stopper) and that there is a domain name that matches or is very close to your name. We use 123 reg but there are other providers. If you are planning to operate internationally check on how your name translates and what its meaning is in different languages.

Create a logo for your name. This will be the visual representation of your name and will feature on everything you produce and you will also need it for your website, business cards, social media etc. You can try and do this yourself, but we usually find using the services of a professional designer is better in the long run.

Remember the practicalities. If you are going to be limited company register the business with Companies House. Set up a business bank account, take on an accountant and consider what premises, equipment or software you need from day one. Think about what insurances you need, what laws and regulations you must comply with and whether you will register your trademark at the outset. The latter of these is usually advisable if you have aspirations to grow your business. Think about what services and suppliers you need or in the short term what skills gaps you have if you are going to “insource” elements e.g. bookkeeping. Organisations like the Growth Hub which supports Gloucestershire businesses can be a great help. If you are outside Gloucestershire you will probably have your own equivalent.

Consider whether (or when) you will have a website. Determine how you are going to get it produced e.g. do it yourself or via a web company (we can help you find one). Create a brief of what the site will contain and make sure to look at lots of competitors. A common preference is for a light or uncluttered site but remember you are designing it for Google as much as you are the end user and a site with too few pages or words can struggle to rank. Remember you will need copy and photographs for your site (very often a stumbling block) and that you will need to pay for a domain name and to host your website. Make sure you set up your Google My Business profile and when your site is live make sure it has Google Analytics installed.

Decide what social media platforms you are going to use and set up your profiles. Remember to think what social media platforms your potential customers use and look at what your competitors are using. If you do not know how to do this organisations such as ourselves can do this for you. We also offer training and advice on how to make the best use of social media and also offer an outsourced service if required. You can find information on our social media services here.

Decide what if any local business groups you might want to join. We are members of the Cheltenham Chamber of Commerce and Circle 2 Success (we are happy to share why we have chosen these two if you want to get in touch) but we have been members of the Institute of Directors and Gloucestershire Chamber of Commerce in the past and many small businesses choose to join the Federation of Small Businesses.

Decide on how you are going to promote your business. We come across far too many businesses who have inadvertently become the best kept secret. A great first step is to identify your target customers and make a list of the different ways that you can reach them. Some marketing will jump straight to generating a sale, but more often than not you will find you will need to take them through a process. For most businesses the steps in this will be making them aware of you and what you do, creating a positive impression and then creating enough desire for what you offer for them to get in touch. It is a good idea at the outset to set a budget for how much you are going to spend on marketing in the first year. This provides a great framework for decision making and will greatly minimise the chances of costs running away. Remember the importance of repetition and reinforcement to guide your potential customers through your process. Also don’t forget to make the most of free sources e.g. social media, recommendations and referrals.

We hope that this list isn’t too daunting and that you will find it useful. Running your own business is very hard work, but it is also very rewarding. For us for example we get a great buzz out of the progress we see our clients making with our help. If you do think that you would benefit from some professional help with your marketing please get in touch.

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Marketing in uncertain times

We are most definitely living and working in a period of unprecedented change, where almost everything that we have accepted to be normal is changed for the forseeable future, “thanks” to Coronavirus. Here at Prestbury Marketing we come into daily “virtual” contact with many businesses and it has been both heartening and quite remarkable the way many businesses are seeking to re-invent themselves towards a new way of doing business. Many people in leadership positions though, may not even have had to market their business in a recession, yet alone these circumstances. We offer in this blog our initial thoughts on things you might want to consider from a marketing perspective.

Don’t waste money

Seems an obvious one but now more than ever it is vital that you ensure you are getting value for money. Track the impact of any marketing that you are running. Ask yourself three questions. Firstly, are you going to be able to handle or fulfill any enquiries that you can get. After yesterday’s statement by the Prime Minister, Pubs, Restaurants and Cafes are not going to be able to, but many other businesses ability to deal with enquiries has been affected as well. Secondly, is the mindset of the customer likely to be in the right place? Whether you are marketing to consumers or business customers, their minds may be on other things. In much the same way that peoples’ minds are on other things at Christmas and when they are on summer holiday, people are very much focussing on different things right now (at least in the very short term). Finally look closely at how the marketing is performing – is there any evidence to suggest that performance is deteriorating.

Depending on the answers to these questions, you may well need to take action, but what are your options? This will differ from business to business, depending on what forms of marketing you are currently running. Can you pause activity? In some cases like pay per click or boosted Facebook posts you will be able to pause activity straight away and the only charge you may be left with, is the management charge if you are having this activity run for you. In other cases you may be contractually bound to run what you have booked, but maybe they will agree for you to defer the activity to when things pick up as they inevitably will. Numerous studies have shown from past recessions though that those businesses that continue to market through a recession emerge stronger and faster than those that did not.

Keep communication channels open and up-to-date

If your opening hours change then make sure that you update these on your website and your Google My Business Profile. Make sure that you download the Google My Business app and the apps for the social media channels that you are active on, so that if potential or actual customers choose to contact you though these mediums, then you will be aware and respond promptly. Use the Google My Business post functionality to let people know what you are doing.

Innovate and adapt

This will not be an option for all businesses, but it will be for many. If a service or product you offer is no longer in demand what else can you do? A special mention here for our Stationery, Office Supplies and IT Business Officeworx. With many businesses asking employees to work from home, demand for some of their services is likely to tail off. They responded immediately to the prospect of schools closing and launched HomeSchool Packs this week, that they have been actively promoting on social media.

We are seeing a lot of demand for our services, but the nature of what we are working on is just very different to what it was as little as a week ago.

Use the time well to be in the best possible position for when things do recover

What aspects of your marketing could you use this period to focus on? Maybe it might be the organic ranking of your website that could be improved through Search Engine Optimisation. For some it might be the ideal time to replace your outdated website or perhaps less dramatic adding those customer testimonials or case studies that you always intended to. For some people that are less busy you may find them more receptive to requests to leave you reviews on Google My Business (if you have used our services and haven’t left us a review before, please feel free to do so).

Maintain a presence and visibility

Whilst now for many people this will be time to conserve funds it is vital that you maintain some visibility. Keep up your activity on social media and fully utilise your Google My Business posts. Blog regularly, particularly if you have knowledge or guidance that will be helpful in the current situation.

Think of others ……..

Here at Prestbury Marketing we have always been great advocates of Corporate Social Responsibility and putting something back into the community we live and work in. This is even more the case in difficult times like these, where the needs will be even greater. In Gloucestershire, the charity CCP has launched an appeal for donations, financial and actual goods or volunteering, to help the charity respond to the inevitable increase in demand for emergency food parcels. Please support it if you can. Maybe you are a pub, restaurant, or cafe that is being forced to close that wants to see perishable or date limited food put to good use or a business that has resources that you can contribute?

We hope that we have given you some food for thought here (pun intended). We are happy respond to any specific queries that you may have, having read this blog. Please do not hesitate to get in touch.

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How do you know your website is working?

This is one of the most common questions we are asked. To be clear this is not usually in the context of whether or not the site is down, but more a matter of, is it being found as well as it should be and is it making the most of the visitors it does […]

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