Your first 5 posts for your business’ LinkedIn profile – how to get started

Although not the first platform you'd think of, LinkedIn is an ideal place for independent retailers to build credibility and professional connections. This guide shows how to create your first posts, highlight your expertise, and make the most of LinkedIn from day one.

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LinkedIn may not be the first platform retailers think of for marketing, but it can be a valuable space to build credibility, connect with other businesses, and highlight your expertise. Unlike Instagram or Facebook, LinkedIn is a professional network and people use it to learn, share ideas, and explore business opportunities.

A LinkedIn presence offers independent retailers a valuable platform to present their shop as a credible and professional business. By sharing updates that reflect your values and showcase your expertise, you can connect with suppliers, local networks, and potential collaborators. Additionally, if you are looking to expand your team, LinkedIn can help attract prospective employees or apprentices who align with your business goals.

Here’s how to make your first few posts count and set a strong tone for your business presence on Instagram.

Define your professional tone and objectives

On LinkedIn, your voice should balance professionalism with personality. This doesn’t mean you need to sound overly formal — authenticity is still important — but posts should reflect the credibility of your business.

Ask yourself:

• Do I want to highlight my expertise, community role, or business story?
• Am I aiming to connect with suppliers, customers, or both?
• What tone matches my shop best — warm and people-focused, or expert and industry-aware?

Keep these answers in mind when creating content.

Areas to focus on when you start posting

LinkedIn isn’t about constant promotions — it’s about thought leadership, insight, and authenticity. Early posts should help people understand your story and professional identity.

Focus on:

• Expertise and credibility: Share what you know about your products or sector.
• Community role: Talk about how your shop supports local people and initiatives.
• Storytelling: Explain why your business exists and what makes it different.
• Consistency: Post at least once a week to stay visible.
• Professional imagery: Use good-quality photos of your shop, team, or events.

Can Facebook and Instagram Posts Work on LinkedIn?

If you’re already active on Facebook or Instagram, it’s natural to wonder whether you can post the same content on LinkedIn. While you can often use the same ideas, LinkedIn is a different space — one where your posts should be adapted to highlight credibility, context, and the bigger picture.

Professional-first platform: LinkedIn audiences expect more than straightforward product promotion. They want to understand the why behind your updates — whether that’s about business values, industry trends, or how your shop contributes to the local economy.

Tone with authority: Captions that work on Facebook or Instagram can feel too casual for LinkedIn. Aim for a more professional, thoughtful tone that positions your shop as knowledgeable and engaged in the wider retail conversation.

Visuals with purpose: Images and videos are still important, but on LinkedIn they need context. Pair visuals with meaningful captions that explain the relevance for your customers, community, or retail sector.

Show value and connections: Posts that perform well on LinkedIn explain why something matters — not just what it is. This is also the place to highlight your links with the wider retail world. Tagging or mentioning brands and suppliers you work with not only shows you stock trusted names, but also reinforces that those companies care about supporting independent shops like yours.

Things to include in posts straight away

Your early LinkedIn posts should help establish trust, professionalism, and credibility. These simple elements will ensure your business is presented clearly and positively from the start.

• A Clear Introduction: Make it easy for people to understand who you are and what your shop does. Share your business name, what you sell, and your location in your first few posts. This helps both local customers and professional contacts quickly place you.
  
  
• Professional Photos: Use high-quality images of your shop, products, or team members. While LinkedIn is text-led, strong visuals increase engagement and help your posts look polished and credible.
  
  
• A Community or Industry Angle: Go beyond simple updates by linking your posts to the wider retail sector or your local community. This shows you’re not just selling but also contributing to a bigger story — whether that’s supporting independents, backing local suppliers, or recognising retail trends.
  
  
• Calls to Action: Don’t leave your audience guessing what to do next. Invite people to connect, comment, share experiences, or visit your shop. A simple nudge encourages interaction and helps you build your network faster.
  
  
• Consistency in Tone: Keep your writing style steady across posts — professional, approachable, and aligned with your values. This builds recognition and helps followers know what to expect from you.
  
  
• Tag and Thank Others: Whenever possible, tag suppliers, partners, or local organisations in your posts. Not only does this acknowledge their support, but it also increases your reach and helps start professional conversations.

Your first five Instagram posts – a suggested plan

Including what to share and why