Is posting, commenting, or sending DMs the best use of your time to grow your business on LinkedIn? I get asked this all the time, and honestly, it’s no wonder. With LinkedIn’s algorithm changes over the past year, many people have been posting consistently, but still not making progress toward their goals.
Busy doesn’t always mean productive.
Let’s break down the pros and cons of each activity so you can decide where to invest your energy.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, which discusses this topic in more detail.
How Often Should You Post on LinkedIn?
Posting is your digital billboard. It’s how you show up, get noticed, and remind people what you stand for. It builds visibility, credibility, and positions you as a thought leader. But it also takes effort and comes with a few unknowns.
Here’s the catch: the algorithm decides who sees it. That’s out of your control. Given that creating content isn’t a quick five-minute job for most people, how many posts per week would I recommend?
My answer is – it depends. But let’s start with what’s realistic?
- Start with one post a week and stick to it.
- Once consistent, move to two per week.
- Over time, build towards three or four per week.
Here’s the golden rule: consistency + persistency = results.
Success doesn’t come from one viral post. It comes from showing up week after week, month after month.
LinkedIn Commenting – The Secret Growth Lever
If posting is your billboard, commenting is how you get noticed, join new conversations, and start building relationships.
Commenting isn’t optional; it’s non-negotiable! There, I said it.
Here’s why it matters:
- You get discovered outside your network.
- You build familiarity and trust.
- You show support for others (and as my Nan said, “what goes around, comes around”).
- You warm up relationships so you’re not a stranger when you eventually DM.
LinkedIn agrees with me. They now provide us with analytics that track impressions from comments, a clear indication that the platform values them.
The secret is quality over quantity. “Great post!” won’t move the needle, but 10 thoughtful comments a dayon the right posts will.
Think of comments as micro content. Each one is a signpost leading people back to your profile and your business.
Direct Messages – Where Deals Get Done
DMs are where public visibility turns into private conversations. Where you can build one-to-one relationships and often, where the deals get done.
But let’s be honest, too many people have trashed the reputation of DMs by spamming and automating. You’ve probably been hit with those copy-paste pitches that have nothing to do with you. That’s not what I’m talking about.
The right way to use DMs is simple:
- Start with 5–10 genuine conversations a day.
- Be curious about the other person.
- Reconnect with old contacts or follow up with new ones.
- Don’t pitch straight away. Earn the right over time.
Posting alone isn’t going to get you all the inbound leads you need. The good old days of posting and watching them roll in are long gone. DMs give you back control, but only if you use them with respect and a clear strategy.
What’s the Right Mix?
So how do you know how much to do of each? The answer is that it depends on your strengths, goals, and confidence. But if you’re looking for a place to start, here’s a framework:
- Posting: 1–2 times a week if you’re starting. Work towards 3–4.
- Commenting: Aim for 10 thoughtful comments every day.
- DMs: 5–10 genuine conversations a day.
Most people simply aren’t engaging in enough of these activities, and LinkedIn is rewarding those who put in the effort. That means showing up more, being consistent, and not skipping steps.
Final Thoughts
Posting builds your visibility. Commenting grows your community. DMs deepen your relationships and lead to business. They are a powerful combination. Ignore one, and your results suffer.
The growth comes from combining all three and doing them consistently.
So ask yourself this week:
- Am I posting enough?
- Are my comments adding real value?
- Am I starting enough genuine conversations in DMs?
Because if people don’t know you exist, they can’t buy from you.
Want to work with me? Book a time here – https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
Cheers
Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
