Authenticity beats cleverness every single time.

Your potential clients want to work with you - the real you. Not some polished, formulaic version that sounds like everyone else. The quirks, the personality, the way you actually think and speak - that's what makes you memorable and trustworthy.

FACT: Personal profiles get far greater reach than business pages. So when you post something on your business page, repost (with commentary/thoughts) to your personal profile to give it a boost. Your personal network will see it, engage with it, and suddenly your business page posts reach more eyeballs.

If your ideas and inspiration come in waves, you can schedule posts in advance right in LinkedIn. When you've got creative energy and a bit of time, batch-create a few posts and schedule them out. Then when life gets hectic, you're still showing up consistently.

If you're trying to say more than one thing, save the rest for another post. Your content will work harder, and you'll have a steady stream of updates rather than feast-and-famine posting.

When you want to share something with your wider network, if you just hit "Repost" without adding anything, you're essentially a human forward button. You've missed a golden opportunity to show your expertise and add value.

Always choose "Repost with your thoughts" and add something.

Here's the secret that most people miss: commenting on other people's posts IS content.

Let me say that again: COMMENTS ARE CONTENT.

You don't need to be creating posts all the time to be visible on LinkedIn. In fact, five minutes a day commenting on other people's posts can be more valuable than sporadic posting.

There's sometimes confusion about the difference between connecting and following on LinkedIn - so let me clear that up for you.

Your LinkedIn headline has 220 characters to work with, but here's the golden nugget - only the first 40 characters appear in people's feeds when you post or comment. Anything beyond that gets cropped.

Your LinkedIn profile photo … Is it recent? Is it clearly just you? Would someone recognise you from it at a networking event? If you're answering "erm, maybe not..." to any of these, it's time to book a quick photo session. Even a good quality smartphone photo with decent lighting and a plain background works brilliantly.