“Is LinkedIn really worth my time?”
I hear this regularly from small business owners. And I understand why. When you’re managing projects, looking after clients and keeping a business running, finding time for LinkedIn can feel like another job.
In a recent conversation with Mat Wilk on the Buttress Small Builder Podcast, we explored that question honestly: where LinkedIn can add value, what deserves your attention and how to make your efforts worthwhile.
As I said to Mat:
“The driving purpose of my business is to make businesses more successful. LinkedIn is purely the vehicle.”
That’s where your LinkedIn strategy should start: with the opportunities you want to create for your business.
Your next opportunity might come through someone you already know
LinkedIn can be particularly valuable for builders who work with architects, engineers, developers and other industry partners. These relationships can lead to introductions, referrals and invitations to discuss future projects.
The audience is substantial. DataReportal’s Digital 2026: Australia report puts LinkedIn’s Australian membership at 18 million in late 2025, based on LinkedIn’s advertising resources. That figure represents registered members, rather than monthly active users, but it gives a sense of the platform’s scale.
Of course, you only need to reach a small, relevant part of that audience.
For a commercial builder, that might mean becoming better known among architects and project managers. For a residential builder, it could mean strengthening relationships with referral partners while other channels generate homeowner enquiries.
The question is: who could help your business grow, and are you building relationships with them?
Give people a reason to trust you
When someone receives your name through a referral, they may look you up before making contact. Your profile and company page should help them understand your specialisation, the work you deliver and how to get in touch.
Sharing your expertise adds another layer of reassurance.
The 2025 Edelman–LinkedIn B2B Thought Leadership Impact Report found that 73% of target decision-makers considered thought leadership more effective than conventional marketing or sales materials at demonstrating a supplier’s potential value. The study surveyed 1,934 business executives in the United States, so it provides broader business purchasing context rather than evidence specific to Australian construction.
My takeaway for a small builder? Show people how you think and solve problems. Help them understand what working with you would look like.
Your everyday work contains valuable stories
You probably have more to share than you realise.
A project update becomes more useful when you explain a challenge, a decision or a lesson. For example:
What did you change to keep a project moving when a delivery was delayed?
How did working closely with the architect improve the outcome?
What should a client consider before choosing a particular material?
What did your team do especially well on a recent job?
A photo or short phone video can bring that story to life. With permission, acknowledge the people and businesses involved.
You’re giving potential clients and partners something concrete to assess: your judgement, your expertise and the way you work.
There’s encouragement here for smaller businesses, too. In the same Edelman–LinkedIn study, 53% of both target and hidden decision-makers said a supplier’s brand recognition mattered less when it produced high-quality thought leadership.
You may have a small team, but you still have valuable expertise to share.
Connecting, posting and commenting work together
During the podcast, Mat asked what a busy business owner should prioritise.
As I explained:
“Connecting’s the community, posting’s the knowledge.”
Building a relevant network gives you people to speak with. Sharing useful content helps them understand your capabilities. Thoughtful comments keep conversations going.
Start with a rhythm you can maintain. Connect with people you meet through your work, contribute to relevant discussions and share project insights regularly.
Posting without considering your audience, copying content across channels without adapting it, or tagging people who have no connection to the story can waste that effort. Before publishing, ask: who is this useful to, and what will they learn about us?
Use AI, but keep your experience in the content
AI can help organise your thoughts and turn rough project notes into a draft. Your input is what makes that draft worth reading.
As I said in our conversation:
“The magic happens when you put the human lens over the top of it.”
Check the facts, add specific details and read it aloud. Does it sound like you? Does it reflect something you actually know or have experienced?
Then measure progress through relevant conversations, introductions, website enquiries and opportunities. Ask new prospects how they found you. Those answers can tell you much more than a like count.
LinkedIn deserves a considered place in your marketing strategy. A clear profile, a relevant network and useful contributions give people more reasons to remember you and feel confident getting in touch.
🎙️ If you’ve been wondering where LinkedIn fits into your business, I’d love you to listen to my conversation with Mat Wilk on the Buttress Small Builder Podcast. We explore what works, common missed opportunities and practical ways to make your time on the platform count. Listen to the full episode on Spotify — and choose one idea you can put into practice this week.
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