When the going gets tough, the tough get LinkedIn’ing. Okay, so this may be a dated Billy Ocean reference, but I really think it’s what we need to do.
When business gets tough, most people panic. They go quiet, cut back on marketing “costs”, and disappear from LinkedIn.
But truthfully, that’s the worst thing you can do right now.
Now, I know it feels heavy out there. I’m seeing it, hearing it, and living it. Budgets are tighter, opportunities are fewer or slower, and many people are wondering if LinkedIn still “works.”
I get it, I’ve had those thoughts too. But I also know that stepping back isn’t the answer.
If anything, now’s the time to lean in.
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.
Where Things Are At
Is it just me, or do things feel more unpredictable than usual? The normal bounceback that comes into my business after the Northern Hemisphere summer quiet period hasn’t quite landed yet.
Combine this with the LinkedIn algorithm changes, which are unpredictable and seemingly arbitrary, and it all feels chaotic.
Businesses are cutting costs. Teams are leaner. Buyers are cautious. But they’re still on LinkedIn, scrolling, researching, comparing, and shortlisting. When they’re ready to buy, they’ll go straight to the businesses they remember that have earned their trust.
The question is, will you be one of them?
Every time you go quiet, you move yourself off that mental shortlist. Then you blame LinkedIn for not delivering results, when really, it’s just that people forgot you existed.
So, what’s the solution?
The Real Growth Mindset
For the record, I’ve had moments lately where I’ve thought, “Maybe LinkedIn’s lost its spark.”
It’s easy to buy into the doom and gloom when your reach dips or your inbox goes quiet. But that’s exactly when mindset matters most. It’s not about being positive for the sake of it. It’s about taking back control and being proactive.
When others pull back, your opportunity is to stand out.
I’ve worked through downturns before in sales, in business, and the formula for survival (and success) never changes:
✅ Show up
✅ Stay consistent
✅ Focus on the actions you can control
That’s how you stay in the game when others quit.
Your 15-Minute Daily Power Play
You don’t need to live on LinkedIn. You just need to show up with purpose. Here’s your “Tough Times Power Play” just 15 minutes a day.
1. Comment with intent – Jump into the feed and add thoughtful comments that add value. Be seen. Be helpful. Be human.
2. Share something relevant – Once or twice a week, post something that helps your audience, even if it’s simple. A lesson learned, a story, a question. Keep your voice active.
3. Start a few genuine conversations – Send a DM, thank someone, reconnect. Not every message needs a pitch. Relationships drive results.
That’s it. Fifteen minutes. Every day.
Consistency will always beat intensity.
Momentum Over Motivation
If you wait until you feellike showing up, you’ll never do it. Trust me on this one!
Discipline beats motivation. Momentum builds confidence.
And when you show up consistently, three things happen:
- You train the algorithm to show your content to the right people
- You train your audience to expect to hear from you
- You train yourself to stay in motion when it matters most
That’s how you stay top of mind. Not just now, but long after this tough patch has passed.
Final Thoughts
Business goes through cycles. LinkedIn does too. But disappearing is never the answer.
Show up. Stay consistent. Keep connecting.
Because when business gets tough, remember: the tough don’t log off, they get LinkedIn’ing. 🤣
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.
