If you’re in B2B and tired of shouting into the LinkedIn feed void, you’re not alone. Most execs and founders know they should be “doing thought leadership,” but most of what’s out there is either ignored or instantly forgotten.
Here’s the good news: LinkedIn groups are still one of the few places where real conversations happen and your voice can actually break through—if you use them right. This guide is for B2B marketers, founders, consultants, and sales folks who want to get noticed for what they actually know, not just how loud they can post.
Why LinkedIn Groups? (And Why Most People Get Them Wrong)
Let’s be honest: Most LinkedIn groups are full of spam, self-promotion, and ghost town vibes. But buried in all that noise, there are still active groups where decision-makers actually talk shop.
Here’s why groups can work: - You get to engage in real discussions, not just react to the algorithm. - You’re talking to people who care about your niche. - You can build trust by being genuinely helpful—not salesy.
But here’s what doesn’t work: - Dropping links and running. Nobody cares. - Treating groups like your personal megaphone. - Expecting instant results. This is a slow burn.
If you’re willing to play the long game, groups can help you build a reputation as someone who actually knows their stuff.
Step 1: Find the Right Groups (Don’t Waste Your Time)
First things first: Don’t join every group with your industry keyword in the title. Most are dead or filled with spammers.
How to spot a good group: - Active discussions: Recent posts (within the last week) and real comments—not just “Great post!” spam. - Quality members: Look for groups where your target audience hangs out. If it’s all vendors pitching to each other, skip it. - Clear rules: Groups with moderators and posted guidelines tend to have less junk.
How to find them: - Use Linkedin’s group search, but don’t stop there. Check which groups industry leaders are in (look at their profiles or ask them). - Join a few, lurk for a week, and see if there’s actual conversation. - Leave groups that are 90% promo or tumbleweeds. Your time is better spent elsewhere.
Pro tip: Quality beats quantity. Two active groups are better than twenty dead ones.
Step 2: Set Up Your Profile to Be Credible (Not Salesy)
Before you even comment, make sure your profile doesn’t scream “here to sell you something.” People will click through if you add value—they’ll ghost you if you look like every other pitch artist.
Checklist: - Real photo, not a logo. People trust faces, not brands. - Clear headline—mention what you do, but don’t make it a sales pitch. - Summary that says what problems you solve, not just what you’re selling. - Recent activity that shows you actually contribute, not just post links.
Honest take: If your last five posts are just “Check out my webinar!” you’ll get ignored. Show you’ve got opinions and useful info.
Step 3: Join In—But Don’t Blast Your Agenda
This is where most people blow it. The urge to “add value” turns into “drop a link to my blog.” Resist.
What actually works: - Answer questions in detail. If someone asks for advice, give your real take, not a canned answer. - Share short stories from your experience (no humblebrags). - Ask questions that start real discussion, not just polls for engagement. - Comment thoughtfully on other people’s posts. Don’t just say “great insight”—add something.
What to ignore: - Mass-posting “insightful” links from your company blog. Nobody cares if you don’t contextualize it. - Posting only when you have something to promote. That’s not thought leadership, that’s advertising.
Pro tip: Give away your best advice for free. That’s what gets remembered.
Step 4: Share Content the Right Way
Okay, so you do have something worth sharing—a case study, a how-to, a hard-won lesson. Here’s how to do it without turning people off.
How to share: - Write a few sentences of context. Why should this group care? What’s the takeaway? - Make it conversational, not a press release. Tell them what you learned, not just what you did. - If you link out, say why it’s relevant. (“We tried this approach last quarter and it cut our churn rate in half—here’s how.”) - Don’t overdo it. One solid post a week is plenty.
What doesn’t work: - “Check out my latest blog!” with no explanation. - Dumping links with zero discussion. - Only sharing your own stuff. Mix in third-party articles or resources you actually use.
Honest take: If you wouldn’t say it in a real-life industry meetup, don’t say it in a group.
Step 5: Start Your Own Discussions (But Don’t Try to “Own” the Group)
Once you’re known as someone who adds value, you can start posting your own threads.
Good discussion starters: - “Has anyone tried X? What worked and what didn’t?” - “We’re seeing a trend with [specific challenge]. Anyone else?” - “What’s the most overrated tactic in [your field] right now?”
Avoid: - “What keeps you up at night?” or other generic “engagement” bait. - Rants for the sake of attention. - Posts that are clearly veiled sales pitches.
How to keep it real: - Respond to every comment on your thread. Show you’re listening, not just farming engagement. - Be open to disagreement. That’s where real insight comes from.
Pro tip: The best posts are the ones where you admit you don’t have all the answers.
Step 6: Connect With People Individually (Don’t Spam Invites)
Building thought leadership isn’t just about group posts—it’s about actual relationships.
How to do it right: - If someone asks a smart question or comments on your post, send a short, personal connection request. Mention the group and the conversation. - Don’t pitch. Seriously. Just connect. - If you have a real reason to follow up (shared challenge, interesting article), do it—but keep it brief and relevant.
What to avoid: - Sending connection requests to everyone in the group. That’s just another version of cold outreach. - Immediately sending a sales pitch after connecting. This is the fastest way to get blocked.
Honest take: Most group members are tired of being sold to. Be the person who’s actually useful instead.
Step 7: Stick With It (Consistency > Viral Moments)
If you’re expecting instant fame, you’ll be disappointed. Building reputation in groups takes time—think months, not weeks.
What matters most: - Show up regularly. Weekly participation is enough if you’re consistent. - Track what topics actually get responses—do more of that. - Don’t get discouraged if things are slow at first. Most people drop off after a few weeks; just keep showing up.
Ignore: - Vanity metrics. Comments and DMs from real people beat likes every time. - “Growth hacks” promising results in days. There’s no shortcut to trust.
Pro tip: Take notes on what works in each group. Every group has its own culture and rhythm.
What About Starting Your Own Group?
You’ll see advice about launching your own LinkedIn group to “own your audience.” Honestly? Unless you already have a following and a very specific niche, it’s a slog. Most new groups die fast.
If you’re set on starting one: - Be ready to moderate actively. - Seed it with strong discussion topics and a few core members. - Make the group about solving problems, not about your company. - Promote it everywhere—email, web, DMs.
But for most people, joining existing groups is a better use of time.
Recap: Keep It Simple, Stay Human
You don’t need to be everywhere or have a content calendar full of “thought leadership moments.” The real trick is to pick a few good Linkedin groups, show up like a human, and actually help people. Ignore the hype, skip the shortcuts, and remember: Real expertise shows up over time, not in a viral post.
Focus on conversations, not broadcasts. Be useful, be real, and let your reputation grow the old-fashioned way—one solid interaction at a time.