Podcast

April 23rd, 2026

The Apple Cart: S5, E4: How to Raise Your Online Visibility With LinkedIn to Succeed

In this episode of the Apple Cart, I’m joined by Louise Brogan to talk about using LinkedIn to raise your visibility and grow your business.

Louise is the CEO of Louise Brogan Ltd, helping entrepreneurs and small business owners leverage LinkedIn to raise their profile and generate leads and sales and author of Raise Your Visibility on LinkedIn, an easy-to-read guide on how to leverage LinkedIn to raise your profile and build a network of value.

As the host of the ‘Raise Your Visibility Online’ podcast and YouTube channel with over 110,000 subscribers, she shares actionable tips for growing businesses online.

Listen to the Interview

How to Build the Network You Want on LinkedIn

To build the network you want, so that you’re talking to potential customers in collaborators, there are a few things you need: “You need a good, strong foundation, which is your profile, and share content regularly so you’re showing up.

“But the strongest thing you can do is connect with people to help you grow that network. Then you start to tell LinkedIn what you want to see by the actions you take. I’ll give you an example of someone I know, who runs a community garden.

“She’s passionate about it, but there’s not that many people doing that in the local area, so where does she go to talk to others? LinkedIn. She’s got a community there who share tips and advice on all aspects of gardening. That’s what she talks about, and that’s her network of value. It’s what you make of it.”

The Benefits of Posting Regularly

The main purpose of LinkedIn has always been for jobseekers and employers to connect. “95% of the purpose of the platform is to help people to look for opportunities or find new employees. That hasn’t changed.

“But they also want people to share content, so that those employees start to use LinkedIn as a social network. But of course, they don’t really have the time for that, so it works out in favour of small business owners and entrepreneurs, because we are the ones who create the content.

“Let’s say you’re a senior director at PwC. You have to be on LinkedIn, but you’ll never post anything. But that doesn’t mean they’re not watching or reading our content, because it’s interesting to them too. And because it’s the SMBs doing most of the talking, it’s a fabulous way to increase visibility.”

raise visibility LinkedIn

Why Your Ideal Customer is Probably on LinkedIn

LinkedIn is different to some of the other social media platforms, because many users never post or engage, but they ARE reading. So you can’t assume that the right client isn’t looking at everything you publish.

Louise gives the example of a lady who’s a petite style coach. “She works with petite women who want to go on stage and need to get an outfit that they feel comfortable in. That’s her niche. So she will post about that on LinkedIn, because her ideal customer is right there.

“And the important differentiator with LinkedIn is that the people on there have money to spend on your services and products. So there’s loads of different angles to take, and this is why it’s so important to build the network that you want. It’s true no matter what your offering is.”

The COPE Methodology for Content Creation

Louise shares content across multiple platforms and in different mediums, so how does she manage it all efficiently? “I have a methodology which I call COPE: create once, publish, everywhere. Once I create something, I will squeeze every last drop out of that piece of content.

“How I do it is by starting off with a piece of long-form content. I create a video where I talk for 10 minutes and then chop it into clips. Then I take the transcript and ask Claude to ask it to give me ideas for five LinkedIn posts from this content? I’m very clear that I don’t want it to write anything for me.

“I take those and make some posts, and create carousels, too, which are like slide decks. And to make it even easier, I have templates ready to go. I’ve been working with a graphic designer for a long time so she knows my branding. I tell her what I need and she sends it over. That saves me starting from scratch each time.”

How to be More Creative

Louise says: “I think getting outside and going for a big walk always clears your head and you come up with ideas. When you work for yourself you can get a bit lonely. When I started my business, I had three small children, so I worked in the evenings. That didn’t give me much time for breaks.

“Now they’re older, they don’t need me as much. So I walk the dog in the morning, listen to podcasts and get ideas and inspiration. Taking a proper break, going out and getting some fresh air clears the head. You need that when you work for yourself.

“It’s too easy to fall into the trap of saying, ‘Oh, I’ll get this bit done, that bit done… and then you’re exhausted, fed up and in need of a proper break. I’m very lucky because I live beside the sea, and there’s nothing like a walk along the sea. It makes such a difference to come back refreshed and with ideas starting to flow.”

Timestamps

  • 02:15 – 05:54: Louise’s background and how she became self-employed
  • 06:57 – 09:00: How to build the network you want on LinkedIn
  • 09:35 – 11:08: The benefits of posting regularly on LinkedIn
  • 11:29- 13:25: Why your ideal customer is probably on LinkedIn
  • 14:13 – 17:59: Why a strong network is made up of past colleagues and current connections
  • 18:18 – 21:37: Louise’s experience of writing her book
  • 22:49 – 26:18: The COPE methodology for content creation
  • 27:01 – 33:11: Why video podcasts don’t always work
  • 40:09 -42:15: How to be more creative

Useful Links