Is LinkedIn Worth the Time for Small Business Owners? Let’s Tell the Truth

LinkedIn is often hailed as the go-to platform for professionals and businesses, offering unparalleled opportunities for networking, thought leadership, and lead generation. But does it truly live up to the hype for small business owners? Why does it often under-perform when compared to platforms like Facebook, and how much effort is required to make it work? Let’s look into the realities, dispel myths, and explore whether LinkedIn is the best use of your time—or if other platforms deserve priority.

Why LinkedIn Feels Frustrating for Small Business Owners

Many small business owners find LinkedIn underwhelming when compared to platforms like Facebook. This frustration often boils down to five core issues:

1. Limited Engagement Culture:
   LinkedIn users are selective with their interactions because they are mindful of their professional image. Unlike Facebook, where likes and shares flow more freely, LinkedIn engagement tends to occur only when users find content highly relevant to their work or career.
2. Professional Overload:
   The platform is saturated with professional content, making it hard for small businesses to stand out. Unlike Facebook, where a mix of personal and professional content creates a broader engagement base, LinkedIn requires a laser-sharp focus on value-driven, actionable insights.
3. Algorithmic Barriers:
   LinkedIn’s algorithm prioritises content that sparks meaningful discussions, often sidelining posts that don’t receive immediate engagement. This means small businesses must craft highly specific, engaging, and timely content to cut through the noise.
4. Time and Effort:
   Achieving meaningful results on LinkedIn requires consistent effort. Posting sporadically or without a clear strategy often leads to wasted time and frustration.
5. Misaligned Expectations:
   Many small businesses expect LinkedIn to generate quick leads, but the platform works best as a long-term relationship-building tool (as does most authentic marketing), not a direct sales channel.
   
   

How Much Time Does LinkedIn Demand?

Making LinkedIn work for a small business is a significant time investment. Here’s a realistic breakdown:

1. Daily Effort (30–60 minutes/day):
   • Engage with others’ content: Comment on relevant posts and participate in discussions. (15 minutes)
   • Share value-driven posts: Post content that addresses your audience’s pain points or showcases your expertise. (15–30 minutes)
   • Respond to messages and connection requests: Networking on LinkedIn is about building relationships, not just collecting followers. (10–15 minutes)
2. Weekly Effort (2–3 hours/week):
   • Content creation: Write articles or posts that demonstrate thought leadership or highlight case studies. (1–2 hours)
   • Outreach: Identify and connect with potential clients, collaborators, or influencers. (1 hour)
3. Monthly Effort (4–6 hours/month):
   • Analyse performance: Review analytics to understand what’s working and adjust your strategy. (1–2 hours)
   • Strategic planning: Brainstorm and plan content themes for the upcoming month. (2–4 hours)
     
     

For a small business owner juggling multiple responsibilities, this level of commitment may feel overwhelming. The reality is that LinkedIn often delivers better returns when managed by a dedicated employee or team.

Does LinkedIn Work Better with a Dedicated Employee or Team?

Yes, and here’s why:

• Focus and Consistency: A dedicated person or team can ensure consistent posting, engagement, and follow-ups—key elements for success on LinkedIn.
• Expertise: Social media professionals or marketing teams are better equipped to navigate LinkedIn’s nuances, create high-quality content, and optimise campaigns for engagement.
• Scalability: A team can handle multiple facets of LinkedIn marketing, such as outreach, content creation, and performance tracking, freeing the business owner to focus on other priorities.
  
  

The Trade-Off: Hiring a dedicated LinkedIn manager or team requires an additional investment, which may not be feasible for all small businesses. In such cases, prioritising a platform that delivers stronger returns might be a smarter choice.

Should You Prioritise a Platform That Works?

Yes, and here’s why it’s crucial to focus your energy on platforms that align with your business goals:

1. Better ROI: If another platform—like Facebook, Instagram, or even email marketing (which we both prefer and profit from at Future Point 4 Business)—is consistently driving more engagement, leads, or sales, it’s wise to allocate more resources there.
2. Avoid Burnout: Trying to maintain a presence on every platform can dilute your efforts. Prioritising what works allows you to focus on quality over quantity.
3. The 80/20 Rule: Often, 80% of your results come from 20% of your efforts. Identifying and doubling down on the most effective platform ensures you’re maximising returns.
4. Market Fit: Not all platforms are ideal for every business. If your audience isn’t actively engaging on LinkedIn, it’s better to shift focus to where they are most active.
   
   

Is There a Better Alternative to LinkedIn?

While LinkedIn remains a powerful tool for professional networking and thought leadership, it’s not always the best fit for small businesses, particularly those with limited time or resources. Here are some alternatives to consider:

1. Facebook:
   • Best for engaging directly with customers through relatable, visually engaging posts.
   • Works well for businesses targeting a broad audience or running community-focused campaigns.
2. Instagram:
   • Ideal for visually-driven brands, especially those in fashion, food, or lifestyle industries.
   • Offers high engagement through Stories, Reels, and user-generated content.
3. Twitter/X:
   • Effective for real-time engagement and building authority through quick, insightful posts.
   • Works well for thought leaders or businesses in tech, media, or fast-moving industries.
4. TikTok:
   • Growing in popularity for brands willing to experiment with creative, short-form video content.
   • Particularly effective for targeting younger demographics.
5. Email Marketing:
   • Offers higher ROI than social media platforms.
   • Allows businesses to nurture leads and build relationships directly.
6. Networking Groups and Forums:
   • Participating in niche industry groups, online forums, or local business communities often delivers more meaningful connections and leads than social media platforms.
     
     

The Honest Truth About LinkedIn for Small Businesses

Here is the bottom line: LinkedIn can be fruitful, but it requires a strategic and consistent effort. It’s not a “quick win” platform, and for small business owners with limited time, it often under-delivers compared to platforms like Facebook or Instagram.
However, LinkedIn does well in specific scenarios:

• B2B Businesses: If your clients are other businesses or professionals, LinkedIn is invaluable for building relationships and establishing authority.
• High-Value Sales: For industries where the sales cycle is longer and relationships matter, LinkedIn can help nurture leads over time.
• Thought Leadership: LinkedIn is great for showcasing expertise and positioning yourself as an industry leader.
  
  

Final Thoughts: Should You Stick with LinkedIn?

The answer depends on your goals, audience, and available resources:

• Stick with LinkedIn if your audience is there and you can commit the time or resources required to make it work.
• Prioritise other platforms if they consistently deliver better results with less effort.
• Consider outsourcing your LinkedIn efforts to a dedicated employee or freelancer if you want to stay active but lack the time to manage it yourself.
  
  

Ultimately, the key is to focus on what works. Social media success is not about being everywhere; it’s about being where your audience is and delivering value that resonates.

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By Phil Avery ACIM
Future Point 4 Business | Founder

For 15 years, Future Point 4 Business has empowered businesses of all sizes—from micro to multinational—around the UK, the EU, central and sub-Saharan Africa, and Taiwan. We’re passionate about helping small and micro businesses unlock their brand’s potential, transforming ideas into impactful marketing across print and digital formats.