As the social media person at Gifted Travel Network, I get a lot of questions about different platforms from our advisors. LinkedIn is no exception. It comes up all the time in conversations, and not usually in a “Wow, I love it!” kind of way. More often, it’s more like, “What’s the point?” or “Am I even doing this right?” All fair questions.

I'm not here to hand out a definitive list of rules, and I certainly don’t claim to have all the “correct” answers. But I do have some practical advice for busy entrepreneurs who are juggling multiple priorities and need to be intentional about where they invest their time.

I have a lot of FAQs on this topic, but this week I want to start with two of the most common.

Should I be spending more time and effort on LinkedIn?

The short answer? It depends on who you are and who you're trying to reach.

LinkedIn is a great tool for some advisors, especially those who came into this industry from other careers. If you’ve spent years in a corporate role and already have a strong professional network, there’s a good chance at least some of your ideal clients are already on LinkedIn. So, it makes sense to meet them there.

For example, I had a great conversation with an advisor at our recent Symposium who shared that one of his ideal clients is someone who spent their career traveling for work. Maybe their partner wants to see the places they’ve been, or they’ve visited destinations multiple times but only experienced airports and conference rooms. That client is definitely active on LinkedIn. For him, posting content, staying visible, and having real conversations on the platform is a no-brainer.

If that doesn’t sound like your niche or audience, that’s okay. Not every advisor will find their ideal client on LinkedIn. But even if you don’t see it as a sales tool, I still recommend having a profile. At the very least, it’s a place where partners, clients, or even your host agency can find and tag you.

From my perspective on the host side, I can tell you that when GTN features advisors on our company page, we want to tag you. It helps extend the reach of the post and gives people a direct path to learn more about you. I can't tag you if you don't have a profile. And if your profile is outdated or incomplete, you might miss opportunities when someone finds you through our post and wants to connect.  

Do I need a business page as well as a personal profile?

If you’re starting from scratch or trying to revive a neglected profile, focus on your personal profile first. That’s what people will look at most, especially if you’re the primary face of your brand. Once that’s cleaned up and functional, I’d recommend setting up a business page too. It doesn’t have to be elaborate - just having one means partners, clients, your host, and even you can tag your business. It adds another layer of credibility when people are researching you.

A business page becomes even more valuable if you have a team. If multiple advisors or team members are active on LinkedIn, a company page gives them something to share from. It allows them to add their own voice while keeping the brand cohesive. It feels more coordinated and professional.

Another scenario where a strong business page makes sense is if you focus more on your brand rather than yourself as the face of your business. Many advisors start as solopreneurs and are the face of the business. But some are building up their long-term brand value with the goal of growing a team or eventually selling the business. If that’s your vision, it makes sense to invest more energy into your business page and share that content through your personal profile.

Neither approach is inherently better. It’s about what aligns with your goals. Don’t feel pressured to maintain both at full throttle if your time is better spent elsewhere.