If you’re like many growth-minded businesses we speak to, you probably want to scale into new markets but just aren’t sure where to begin.
LinkedIn is an exciting yet often undervalued platform for this type of work, and when used strategically it can help you reach the right people and build real momentum that compounds over time.
So if you’re finding yourself feeling overwhelmed by the platform, or if you’re simply unsure where to start, let’s change that together using the four-step framework below.
1. Determine what’s working, and what you can do differently
Sure, you probably already know your competitors. But what are they really doing on LinkedIn?
- Are they posting generic updates
- Are they starting conversations in the comments?
- Are they leaning into storytelling?
More importantly, where could they improve?
- Are they using lots of jargon and buzzwords?
- Are they selling too heavily instead of adding value?
- Are they simply not active enough on the platform?
Spotting these gaps is step one, and will show you exactly where you can stand out.
2. Make sure your target audience is there and paying attention
Is your audience active and engaged?
- Are decision-makers actively liking, commenting, and sharing content?
- Do their voices break through the noise, or do they seem buried?
Use LinkedIn’s filters to search for critical roles in your space – this could be anywhere from CEOs or Founders, all the way through to Head of Ops or Procurement Managers.
If they are active, then you should be ready to engage.
3. Spot trends before they become headlines
Profiles, company descriptions, bios… they all talk, so listen!
- Is AI being used everywhere?
- Are words like ‘sustainability’, ‘remote-friendly’, or ‘agile’ becoming common?
- What certifications, tools, or mindsets are regularly highlighted?
This is how you discover what’s really trending, straight from the source.
And when you do, try not to just echo what everyone else is saying. Add your own perspective – not for the sake of being provocative, but to be genuinely thought-provoking.
One thoughtful post or comment will carry more weight than ten generic ones.
4. Download your LinkedIn data, your network might already hold the key
Many people don’t realise you can actually download your LinkedIn data for free, and then segment it by job title, industry, location, and activity.
You may discover you already have inroads in that new market you’re aiming for.
20-30% of your connections could already be in your target area. Or perhaps a couple of contacts could make warm introductions that shorten your path to opportunity.
Start there – and if you’re not sure how to download your data, just ask us!
Final thought
Breaking into a new market doesn’t always require a huge budget or a complicated plan.
Sometimes the answers are already sitting inside your LinkedIn network.
By taking the time to analyse what’s working, who’s active, and where the opportunities lie, you’ll have a clear starting point to generate long-term commercial growth from the platform.
If you want help making sense of your LinkedIn network and spotting hidden opportunities, our team can help. We engage, connect, and lead your way into new markets.
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