Why Most MSPs Waste Money at Exhibitions and How to Improve Your Exhibition ROI
Why Most MSPs Waste Money at Exhibitions and How to Improve Your Exhibition ROI Exhibitions remain one of the fastest ways for MSPs to get in front
LinkedIn. Love it or hate it, there’s no denying it’s a powerhouse for networking, building relationships, and most importantly, generating business. But here’s the thing. Just being on LinkedIn isn’t enough.
Most MSPs and IT business owners set up a profile, throw out a few connection requests, post the occasional update, and then wonder why nothing’s happening. Sound familiar? It’s not LinkedIn’s fault if it’s not working for you. The key is how you use it.
That’s exactly why I sat down with Sam Rathling, LinkedIn expert and co-founder of the Social Selling Suite, in the latest episode of the IT Experts Podcast. Sam has been using LinkedIn to grow businesses for nearly two decades and, trust me, she knows what works and what doesn’t. If you’re ready to make LinkedIn a real driver for your business in 2025, here’s what you need to know.
Stop Blaming the Algorithm
There is an elephant in the room that needs to be addressed. You may be hearing from people moaning that “LinkedIn doesn’t work anymore” or “the algorithm has changed.” Sam had a clear message for those people: stop blaming the algorithm.
If your posts aren’t getting engagement, if your connections aren’t responding, if LinkedIn feels like shouting into the void, the problem isn’t LinkedIn. It’s your content.
People are on LinkedIn for two reasons. Either they want to sell something, or they’re bored. Your job is to create scroll-stopping content that makes them pay attention. That doesn’t mean more corporate-speak or dry “thought leadership” posts. It means real, engaging, valuable content that speaks to the pains and challenges your audience is facing.
The Four Must-Do LinkedIn Actions
If you take away one thing from this, let it be this: LinkedIn is prioritising video like never before.
LinkedIn has just recently launched an immersive video feed, similar to TikTok and Instagram Reels, and they’re giving early adopters a big boost in visibility. So get over being camera-shy because now’s the time to stop avoiding videos.
Sam’s advice? Start small. Short, snappy videos with captions. Teach something useful. Share an insight. Answer a common client question. The more you do it, the more comfortable you’ll get, and the more your audience will engage.
The Four Must-Do LinkedIn Actions
If you’re serious about making LinkedIn work for your business in 2025, Sam laid out four non-negotiables:
1️⃣ Build your network daily:
Connect with your ideal clients every single day. You have 200 connection requests per week. Use them. But don’t send a message with your request. People assume it’s a sales pitch and ignore it.
2️⃣ Post consistently:
At least three times a week. A mix of educational content, personal insights, and social proof. And don’t overthink it. Small, valuable insights are better than long, rambling posts that no one reads.
3️⃣ Engage with others:
Want more engagement on your posts? Then start engaging with others. Leave meaningful comments, share insights, and start conversations. LinkedIn rewards interaction.
4️⃣ Take people off the platform:
If you’re not building your email list, you’re missing a trick. Offer a free resource, a webinar, or something useful in exchange for an email address. Because at the end of the day, you don’t own your LinkedIn connections. LinkedIn does.
LinkedIn Events: A Hidden Goldmine
Most people completely underestimate LinkedIn events. They create one, hope people turn up, and when they don’t, they decide LinkedIn events don’t work.
Wrong.
Sam explained how LinkedIn events can be a lead-generation machine when done properly. You can invite 1,000 people per week to an event, which means free exposure to your ideal audience. But here’s the key – once they RSVP, don’t just leave them there. Message them directly, guide them to a landing page, and capture their email. That way, whether they attend or not, they’re in your ecosystem and you can nurture the relationship.
Your LinkedIn Score Matters
Finally, we talked about LinkedIn’s Social Selling Index (SSI) score. Most people don’t even know it exists, but it has a big impact on visibility. Your SSI score is a rating out of 100 based on how well you build your brand, connect with the right people, engage with others, and nurture relationships.
A score of 70+ gives you a 25% boost in visibility on LinkedIn. Check yours at LinkedIn.com/sales/ssi. If it’s low, you’ve got work to do.
No More Hoping, Time to Take Action
Here’s the thing. LinkedIn is not a hope strategy. Hoping people will see your posts. Hoping someone will message you. Hoping LinkedIn will just “work” one day. Hope isn’t a plan.
What we talked about in this episode isn’t complicated.
It’s about consistency, strategy, and taking action.
✅ Build your network daily.
✅ Post content that actually matters.
✅ Engage with others.
✅ Take control of your audience by moving them onto your email list.
If you want to take the first step and learn how to grow and scale your MSP but don’t know where to start, grab a FREE copy of our 36 Ideas to Scale Your IT/MSP with Confidence. These ideas will show you how to harness your business to work for you, maximise your revenue and install the capacity to get you more from your team.
PS: If you want to identify where you need to start to change things for the better and scale your MSP more confidently take the Scale Your MSP Quiz HERE.
It takes three minutes and you’ll identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.
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