The power of LinkedIn: insights from entrepreneurs Gerben and Vanessa

LinkedIn has quickly become an indispensable platform for entrepreneurs, especially for startups. Two members of the SO Kwadraat Community, Gerben Peeters and Vanessa Vankerckhoven, share their insights on how they use LinkedIn to expand their networks, increase their company’s visibility, and build trust with investors and partners.

Your LinkedIn profile needs to be sharp - Gerben Peeters

Gerben Peeters, co-founder of Mappalink, emphasizes that a strong LinkedIn profile is crucial in today’s business environment. “Some people raise money purely based on their LinkedIn profile,” he says. In an era where AI tools automatically analyze information, a weak profile can harm your chances even before you’ve had a conversation. According to Peeters, many investors already make decisions based on how someone presents themselves online.

Despite being more introverted, Gerben has developed a practical strategy to maximize his presence on LinkedIn. He shares a post monthly and actively expands his network by adding about one hundred new connections each month. His approach has been effective: “The difference in perception is huge, even though you’re the same person.” Consistency is key for Gerben, even if posts don’t get likes or comments. “Many potential clients will never like your posts, but they have seen them,” he explains, stressing the hidden impact your content can have.

Practical tips from Gerben

1. Update your LinkedIn profile regularly:

   • Include relevant keywords in your headline that match your startup’s focus. For example, if you're working in AI, make sure that terms like "AI entrepreneur" or "AI solutions" are prominent in your profile.

   • Keep your ‘About’ section concise but impactful, focusing on your startup’s mission and your unique expertise.

2. Monthly posting strategy:

   • Gerben sets a realistic goal of one post per month. If weekly posting feels too overwhelming, start small but stay consistent.

   • Focus your posts on value. Share updates on your company’s growth, lessons learned, or insights into your industry. Example: "This month, we hit a new milestone in our software development. Here's what we learned about optimizing AI-driven processes."

3. Expand your network strategically:

   • Don’t wait for people to connect with you. Gerben adds around 100 connections per month, which helps create a larger network, boosting visibility.

   • He sends personalized connection requests after meeting people at events. For instance, after a conference, you can send a message like: "Hi [Name], great meeting you at [Event]. Would love to connect and continue the conversation on [topic]."

4. Pinned posts for visibility:

   • Gerben advises pinning your most successful posts at the top of your profile. He highlights a post featuring a pitch competition he won, complete with an engaging image of him on stage, pointing to the audience. This visual creates a strong impression of expertise and authority.

5. Don’t worry about likes and comments:

   • Gerben shares an important lesson: many potential clients or investors won’t engage with your posts publicly. This so-called “dark traffic” still consumes your content and gets familiar with your brand, even if they don't interact visibly.

     
     

Expand your network as quickly and broadly as possible - Vanessa Vankerckhoven

Vanessa Vankerckhoven, co-founder of Idevax, shares a similar view on LinkedIn’s importance but emphasizes rapidly expanding your network. “Attend networking events and always send personal connection requests on LinkedIn right away,” she advises. For Vanessa, LinkedIn is not just a platform for making connections but also for following industry trends. “New trends definitely show up on LinkedIn,” she observes.

Vanessa also points out that only a small percentage of users actively post on LinkedIn, making a single post’s reach potentially significant. “LinkedIn grows every year, and because only two to three percent of users post, their reach is substantial,” says Vanessa. This underscores the importance of visibility; by posting regularly, you slowly but surely build a reputation.

Key takeaways for startups

1. A sharp LinkedIn profile is essential: Ensure your profile is complete and professional. Use industry-specific keywords and showcase your achievements. This can be decisive for investors considering you.

2. Be consistent with posting: You don’t need to post every week, but stay visible. Even monthly posts can make a big difference. Share milestones, product updates, or industry insights.

3. Actively expand your network: Send (personalized) connection requests to everyone you meet, especially after networking events. A larger network brings more opportunities. Gerben’s goal of 100 new connections per month is a great target.

4. Pin key posts for visibility: Highlight your most important posts by pinning them to your profile. Focus on posts that showcase your expertise, such as competition wins or industry talks.

5. Follow trends via LinkedIn: Many innovations and trends are shared by other professionals. Stay informed by reading your feed and relevant posts, as Vanessa suggests.

6. Don’t expect visible interaction from clients: Likes and comments are not indicators of success. Many people read your posts without responding—this “dark traffic” is still valuable, as it builds familiarity and trust.

7. Building trust takes time: Through repetition and consistency, you build trust within your network, which is crucial when attracting new partners and investors.

   
   

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