The most strategic use of LinkedIn is to treat it as your primary blog for business and marketing insights. This reframe from "social channel" to "media channel" builds an invaluable asset that generates credibility, relationships, and revenue.
Attention is the prerequisite for everything else in business. Instead of viewing it as a dirty word, marketers should embrace creative, unconventional strategies to make more people aware they exist. This builds the audience you can later convert.
A low-cost physical activation, like a single billboard or street posters, can be amplified 10x by documenting it and sharing the story online. The real value isn't the physical impression but the digital content it generates for a broader audience.
Don't blame the algorithm for poor engagement. Truly compelling content, like a major company announcement, still breaks through and achieves massive reach. The platform rewards exceptional content, not just consistent posting.
There is no universal marketing playbook. Every company has a different mix of budget, brand recognition, and talent. The most effective marketers are resourceful chefs who create a great meal from whatever ingredients are available, rather than relying on a single recipe.
The debate between short-term results and long-term brand building is a false dichotomy. You must accept that both are true and necessary at the same time. The challenge isn't choosing one, but finding a way to execute on both concurrently.
To be a truly effective leader, you must operate beyond the marketing department. Your influence should extend to sales strategy, product decisions, pricing, and packaging. Confining yourself to a marketing silo is a significant career-limiting mistake.
As platforms like LinkedIn become saturated with generic AI content, authentic human voices stand out more than ever. A distinct, personal writing style—even with occasional typos—is becoming a powerful differentiator that cuts through the noise and builds trust.
Don't censor ideas early. The path to innovative marketing is generating a high volume of unconventional, even "bad," ideas. Most will fail, but the one or two that succeed can become massive multipliers for your brand, often requiring you to ask for forgiveness, not permission.