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 blog, we’ll explore the common challenges faced when managing a marketer and how best to overcome them, even if you’re not a marketing expert yourself.

1. Lack of Understanding of Marketing Terms and Processes

One of the most common challenges is the jargon and technicality involved in marketing. Terms like SEO, PPC, CTR, and ROI can seem like a foreign language if you’re unfamiliar with them. This gap in knowledge can make it difficult to communicate effectively with your marketer and evaluate their work.

Solution: Educate Yourself on the Basics

While you don’t need to become a marketing expert, learning the fundamentals of marketing will help you manage the team more effectively. There are plenty of free online resources, courses, and articles that explain marketing concepts in a simplified manner. Understanding the basics will also allow you to ask the right questions, set realistic goals, and interpret marketing metrics more confidently. You could also of course employ the services of a firm like Prestbury Marketing to work alongside you and let us de-mystify everything for you.

2. Difficulty Setting Clear Objectives

Marketers are responsible for delivering results, but without clear business objectives, even the best marketers can feel lost. If you aren’t familiar with marketing metrics or what is achievable within certain timeframes, it becomes challenging to set goals and measure progress.

Solution: Collaborate on Setting Measurable Goals

Instead of dictating what the marketer should achieve, collaborate to set SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals. You know your business best, and the marketer knows how to align marketing strategies with those objectives. For example, if increasing brand awareness is a goal, ask the marketer to suggest KPIs (Key Performance Indicators) like website traffic or social media engagement, which are measurable and trackable and ask them to report on these on a monthly basis.

3. Misaligned Expectations Around Timeframes

Many non-marketing managers expect quick results (sometimes un-realistically so), especially in digital marketing. However, building brand awareness, improving SEO rankings, or generating qualified leads can take time. When expectations are misaligned, it can lead to frustration on both sides.

Solution: Create a Realistic Timeline Together

Discuss and agree on a timeline that works for both you and your marketer. Understanding the difference between short-term tactics (like paid ads) and long-term strategies (like content marketing or SEO) is critical. Paid campaigns may generate immediate traffic, while organic strategies often take months to show results. By establishing a realistic timeline, you’ll prevent misunderstandings and allow the marketer to work without unnecessary pressure.

4. Uncertainty in Evaluating Performance

For non-marketers, interpreting performance metrics can be confusing. You may not know whether a certain increase in clicks or conversions is good or whether the budget allocated is being used wisely. This uncertainty makes it difficult to determine if your marketer is delivering value.

Solution: Focus on Business Outcomes, Not Just Vanity Metrics

Rather than focusing solely on marketing metrics, link them to business outcomes. For example, instead of getting caught up in website traffic, look at how that traffic translates into leads or sales (far too many businesses we encounter are not able to reliably do this). Regular check-ins and reports should highlight both marketing performance and its impact on your business goals. Request that the marketer explains the results in simple, actionable terms that align with your overarching business strategy.

5. Difficulty Balancing Creativity and Practicality

Marketing requires a blend of creativity and data-driven decision-making. Some non-marketers may struggle with approving bold or unconventional campaigns that step outside the box. While it’s important to ensure the marketer remains aligned with your brand’s vision, excessive caution can stifle creativity and limit the marketer’s ability to innovate.

Solution: Trust the Expertise and Give Creative Freedom

As long as the marketer is working within your brand guidelines, give them the creative space to execute their ideas. Creativity is a key ingredient for cutting through the noise in competitive markets. If you’re unsure about a particular campaign or direction, ask the marketer to explain the rationale and potential impact. Remember, marketers are trained to test, adapt, and refine strategies, so allow some flexibility to try new approaches.

6. Lack of Communication or Alignment with Other Departments

Marketing doesn’t operate in a vacuum. For a marketer to succeed, they need to align with other departments such as sales, product development, and customer service. Poor communication or a siloed approach can prevent your marketer from accessing the insights or resources they need to craft effective campaigns.

Solution: Foster Cross-Department Collaboration

Encourage open lines of communication between the marketing team and other departments (particularly sales and customer service). Regular meetings or touchpoints can help bridge gaps and ensure that marketing efforts are aligned with the company’s broader objectives. By fostering collaboration, your marketer can create more cohesive and effective strategies that resonate across various business functions.

7. Budget Constraints

Effective marketing often requires a financial investment in tools, paid advertising, content creation, and more. Non-marketing managers might struggle to allocate a suitable budget without a clear understanding of what’s needed. On the flip side, marketers may feel restricted by a tight budget, unable to deliver the best results.

Solution: Be Transparent and Work Within Financial Limits

Be upfront about your budget, and ask the marketer to create a plan that maximises the available resources. Discuss the potential trade-offs—whether it’s reducing the number of campaigns or focusing on high-impact strategies. Marketers are often skilled at finding creative solutions within budget constraints, but both parties need to align on financial expectations to avoid misunderstandings.

8. Developing your Marketer

If you are not a marketer yourself it can be difficult to develop your marketing person. Not only is this important from your businesses perspective in enabling them to deliver more year on year, but most marketing professionals will be hungry for development and want to build their skillset.

Solution: The good news is their lots of opportunities

Encourage them to attend specialist Marketing exhibitions and conferences, where there will be great opportunities to attend presentations and workshops, as well as meet potential new suppliers.

Encourage them to network and have the opportunity to meet peers and share experiences. Here in Gloucestershire we are spoilt with some great business membership organisations including Cheltenham Chamber of Commerce, Circle 2 Success, Business West and the FSB.

Consider professional qualifications like the Chartered Institute of Digital Marketing. A highly practical qualification that could significantly enhance their capabilities.

Map the skills they need against their job description and benchmark their capabilities. Conduct regular appraisals where you monitor progress and agree priorities.

Enlist the help of firms like Prestbury Marketing. We act like what we call a “dotted line boss”, where can provide the marketing guidance and direction your employee needs.

Managing a marketer when you aren’t one yourself presents unique challenges, but it’s not an insurmountable task. By educating yourself on the basics, setting clear objectives, fostering collaboration, and trusting in their expertise, you can create a productive working relationship that drives results for your business.

At Prestbury Marketing and Consulting, we understand the intricacies of marketing management, especially for non-marketing managers. Our tailored solutions ensure that you get the best from your marketing efforts while staying focused on your core business goals. Contact us today to learn how we can help you bridge the gap between marketing and management!

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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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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 […]

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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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