Why LinkedIn Deserves Your Attention

LinkedIn Should Be Your #1 Priority in 2026

Insights from Klo Marketing’s Katie Lopus

Last week, the Winter Park Chamber of Commerce’s Winter Park Professional Women group hosted an energizing and insightful session featuring Katie Lopus, social media strategist and founder of Klo Marketing. With years of experience helping businesses grow their online presence, Katie shared her passion for empowering women to be seen, especially on LinkedIn.

Her message was clear: LinkedIn isn’t just a digital résumé anymore -- it’s your most powerful professional storytelling platform.

Four out of five LinkedIn users make business decisions.

Unlike other social networks where users might scroll passively before bed, LinkedIn users are typically online during business hours -- thinking strategically, engaging intentionally and ready to connect. That means the people seeing your post are often in a decision-making mindset.

Even better? Only 1% of LinkedIn users actively post content, which means any consistent activity immediately puts you ahead of 99% of professionals on the platform.

"LinkedIn has a content drought,” Katie explained. “If you’re posting at all, you’re already standing out.”

Personal Pages Outperform Business Pages

A frequent question during the session was whether to focus more on a company page or a personal profile. Katie’s answer: prioritize your personal profile.

“When we scroll on LinkedIn, we connect with people, not logos,” she said. “Your network knows you as the expert. That’s where the trust is.”

Company pages shouldn’t be ignored, but Katie recommends keeping them active with reposts or highlights two to three times a month. “Founder-led content performs up to eight times better than brand posts,” she noted, citing examples of well-known companies that use their executives’ voices to humanize announcements.

Rethink What LinkedIn Is For

Many still view LinkedIn as a job-seeking platform. But Katie emphasized it has evolved into a powerful personal branding ecosystem -- a place to attract partners, clients, investors and mentors.

“It’s not just for the job hunt,” she said. “It’s for building visibility, credibility and opportunity.”

 

Optimize Your Profile: The Modern-Day Business Card

Katie walked attendees through the essentials of creating a profile that builds trust:

• Profile photo: A clear, professional headshot -- clean background, close-up, and high quality.
• Headline: Clearly state what you do and who you help. Keep it simple and searchable.
• About section: Communicate value and include a call-to-action. Invite people to connect, learn more or visit your featured links.
• Featured section: Use this area to showcase key content -- your best article, video, or an introduction post. Think of it as your professional storefront.

She also encouraged attendees to consider what they want to be known for, and make sure every part of their profile and content strategy supports that focus.

 

Building a Content Strategy That Works

When it comes to content, Katie reminded the group that consistency is key. You can’t post once and expect results overnight.

“The magic happens when you show up consistently,” she said.

To make that easier, she recommends developing content pillars -- themes that reflect your expertise and interests. Examples might include:

• Industry tips or insights
• Behind-the-scenes moments from your work
• Personal stories tied to professional lessons
• Wins and milestones
• Articles or trends you’ve found helpful

Katie also encouraged repurposing existing content: newsletters, blog posts, or even a short paragraph from an email. “No one knows your content like you do,” she explained. “And no one’s going to notice if you repost something that worked well a month ago.”

Pro tip: When sharing links, put the link in the comments, not in the main post. “LinkedIn’s algorithm doesn’t like when you send people off the platform,” Katie said. “Keep your post clean, then guide readers to the comments for more info.”

 

Engage and Stay Genuine

LinkedIn success isn’t just about posting -- it’s about engaging. Katie encouraged commenting thoughtfully on others’ posts, following voices you admire, and letting your personality shine through.

“The best performing posts are authentic,” she said. “Think of how you’d tell a story to a friend or colleague -- and write like that.”

She also reminded the group to strike a balance between professionalism and relatability. “What would you be okay sharing if your boss saw it? That’s a good gut check for authenticity.”

The Power of Planning

Katie left the group with a practical process: set aside time each month to schedule posts and jot down content ideas from meetings or questions clients ask.

A few key takeaways:

• Post consistently. Aim for two to four times a week if possible.
• Schedule posts through LinkedIn’s built-in tool to keep momentum.
• Respond to comments and messages to nurture genuine connections.
• Review your analytics regularly to see what’s resonating.

Final Thoughts

Katie closed the session with encouragement. LinkedIn isn't about going viral. It's about getting in front of the right people. Whether you're growing a business, seeking new opportunities or simply raising your visibility, LinkedIn provides the platform and community to make it happen.

 

Ready to Take Action?

• Audit and update your LinkedIn profile
• Engage with your network intentionally
• Start posting -- even once a week is great