Why Does My LinkedIn Engagement Suck?
A Personal Case Study for MSP Owners
If you're an MSP business owner wondering, "Why does my LinkedIn engagement suck?"—you are far from alone. Many professionals in our space have seen their post visibility tank, especially after LinkedIn’s recent structural changes. Here’s what happened to me—and what you can do right now to turn it around.
The Initial Boost—and the Sudden Drop-Off
When I first enabled Creator Mode, I saw a quick follower boost—3,000 in just a few months. But then something strange happened: the people I actually work with—clients, peers, partners—disappeared from my feed. My post engagement dropped from thousands to low hundreds, and I wasn’t seeing relevant content either. My network had become invisible.
Why LinkedIn Engagement Sucked For New Creators
When LinkedIn introduced Creator Mode, it lured users in with a surge of early visibility—posts made shortly after activating the feature were often rewarded with significantly elevated reach.
This initial boost created the illusion that switching to Creator Mode would unlock long-term exposure and influence.
But behind the scenes, LinkedIn's algorithm was quietly testing engagement. If those new followers didn’t interact meaningfully—likes, comments, shares—the platform interpreted it as content fatigue.
Over time, visibility dropped sharply.
Many MSPs and other niche professionals found themselves speaking to a bloated, disengaged audience that no longer saw their posts, effectively penalized for chasing reach over relevance.
I Tried Everything (Except Polls)
In response, I experimented.
Carousels.
Short posts.
Long posts.
Videos.
Vertical Videos.
Posting daily.
Posting weekly.
Posting after engaging on other posts.
Posting in the morning.
Posting in the evening.
Alternating post times.
Crickets.
The only thing I refused to do was start using polls, because...no.
But no matter the content format, the results didn’t change. The wrong people were seeing my posts—and the right people weren’t.
LinkedIn Retires Creator Mode
In March 2024, LinkedIn quietly folded Creator Mode into the standard experience.
Everyone got the tools, but it came with a major downside: your default profile action switched from “Connect” to “Follow.”
That one subtle UX shift wrecked the quality of my audience almost overnight.
Reverting to “Connect” Saved My Engagement
I changed my profile back to prioritize “Connect.” It cost me 3,000 followers, but it was absolutely worth it. Within days, I saw a sharp increase in authentic impressions. My content was finally being seen by the exact people I built my network for: MSP clients, operators, and partners.
What MSP Owners Should Do Now
If you're feeling invisible on LinkedIn, here's what I recommend:
1. Switch Your Profile Back to “Connect”
Don’t chase vanity metrics. Quality of network beats quantity every single time.
2. Audit Your Content for Audience Relevance
Your content should speak to business decision-makers in your niche—CEOs, CFOs, office managers, or ops leads. Ditch the MSP jargon. Focus on business impact: uptime, cybersecurity, productivity, cost savings.
3. Engage Meaningfully
Comment on client posts. Send real messages. Respond to every comment. LinkedIn isn’t a broadcast tool—it’s a conversation platform.
4. Watch Your Metrics
Track the right metrics: are your posts seen by ideal buyers? Are you starting conversations with people who can say yes?
5. Stay Adaptable
Social platforms change constantly. Don't cling to dead strategies—adjust your approach based on what actually converts.
Ready to Take LinkedIn Seriously Again?
If your posts aren't reaching the right people, let's fix that. Schedule a strategy session with Carrie Richardson—and learn how to align LinkedIn to your actual MSP growth goals.
Can the MSP Sales Process help me with my Linkedin Engagement?
The MSP Sales Process was built for growth.
Growth includes sales and marketing.
We encourage MSP owners to consider their org charts - marketing and sales should report to a Growth Team leader vs. operating in silos. When marketing and sales communicate and plan campaigns together, all engagement improves.
LinkedIn Marketing for MSPs: Frequently Asked Questions (FAQ)
How often should an MSP post on LinkedIn?
Post 2–4 times per week. This keeps your business visible without overwhelming your audience. Focus on short, engaging posts that address real client problems—like productivity bottlenecks, phishing threats, or compliance headaches.
What kind of content should MSPs post on LinkedIn?
MSPs should post content that resonates with small to mid-sized business owners and decision-makers:
- Tips on preventing downtime or ransomware attacks
- Lessons learned from real client scenarios (no names required)
- Thoughtful takes on industry trends—written in plain English
- Culture moments that show who your team really is
Should I use hashtags in MSP LinkedIn posts?
Yes—but use hashtags your target clients would actually search. Think:
#SmallBusinessIT#RemoteWorkSupport#CyberSecurityTips
Avoid internal-facing tags like#MSPOwners—they're for peers, not prospects.
Does the LinkedIn “Connect” vs. “Follow” setting matter?
Absolutely. If your goal is lead generation and referrals, “Connect” is essential. It ensures the people in your actual network see your content. “Follow” can attract random growth—but dilutes the quality of engagement.
Should I boost posts or run LinkedIn ads?
Only once your organic content consistently performs. Paid promotion is best used to amplify proven posts or drive traffic to events and lead magnets. Never use ads to fix bad messaging—it won’t work.
How do I know if my LinkedIn strategy is working?
To determine if your Linkedin strategy is working, look for:
- Comments and messages from real prospects
- Increases in inbound interest or referrals
- Meaningful conversations started through your posts
- Connections with local business leaders, not other MSPs
What’s a common mistake MSPs make on LinkedIn?
The most common mistake MSPs make on Linkedin is talking like engineers. Your posts should be written for humans who don’t know what DNS is. Ditch the acronyms. Focus on outcomes, not inputs.
Why is my personal LinkedIn profile getting more engagement than my MSP company page?
LinkedIn's algorithm favors personal content because it's seen as more authentic and engaging. Company pages typically get less organic reach unless they're actively managed. To shift this, your business page needs to post consistently, offer real value, and involve your team in distribution.
How can I increase engagement on my MSP’s LinkedIn business page?
To grow business page engagement:
- Post 3–5 times weekly with value-driven content (cybersecurity tips, tech updates, client outcomes)
- Tag employees, partners, or clients (with permission) to extend reach
- Use strong, clear CTAs in every post
- Encourage your team to share and comment from their personal accounts
What type of content works best on a LinkedIn business page for MSPs?
Effective content includes:
- Short videos or carousels explaining IT concepts simply
- Customer success snapshots and testimonials
- Behind-the-scenes moments from your team
- Educational posts answering common client questions
Make the content helpful, human, and specific to your ideal client.
Should I invite people to follow my LinkedIn business page?
Yes—but be strategic. Use LinkedIn’s “Invite Connections to Follow” feature to target past clients, referral partners, and industry contacts. Don’t mass-invite; curate who gets the ask based on real interest.
Does paid promotion help grow my business page faster?
Yes, if done correctly. Boosting high-performing organic posts can help extend visibility to ideal prospects. Start with small budgets and test targeting based on industry, company size, and geography aligned with your ideal client profile.
Can I use my personal profile to support my business page?
Absolutely. This is one of the most effective strategies. Share key posts from your business page on your personal profile with added commentary. You can also tag your business page in thought-leadership content to drive traffic and credibility.
