Here I am, sitting across from a brilliant entrepreneur at a coffee shop in Johannesburg. She’s telling me about her business struggles, how she’s not getting enough leads, how her marketing isn’t working. So naturally, I ask: “What are you doing on LinkedIn?”
Her response? “Oh, I don’t bother with LinkedIn. I can’t afford Premium, and the free version is useless.”
This conversation happens to me at least twice a week. And honestly, it breaks my heart a little bit every time. Here’s what I know for sure: some of my biggest client wins have come through LinkedIn’s FREE version. Yes, you are reading that right. FREE.
So let’s bust some myths today, shall we?
The Premium Myth: Let’s Talk Truth
What Business Owners Actually Tell Me
I hear two main complaints from entrepreneurs and business owners:
- “LinkedIn only works if you pay for Premium”
- “I don’t understand how to use the Request for Service thing on my business page, so I guess I need to upgrade”
If I had a rand for every time someone told me they need Premium to make LinkedIn work, I’d have enough to buy Premium for all of them! (And I still wouldn’t, because they don’t need it, if they maximise the free version first)
From day 1 of running my own business, some of my easiest sales have come from LinkedIn, the free version. In the beginning, it was me being a person, speaking to another person, not “selling”. As the business and my personal brand became trusted, leads started to initiate the conversion directly to me through LinkedIn – the easiest sales close. And no Premium subscription is required.
Here’s What I Know For Sure
I closed deals from connections I made on the free version of LinkedIn. How? Not through fancy InMail credits or premium features. Through genuine relationship-building, consistent posting, and actually engaging with people as people. I know that this might be a foreign concept to some, but behind every profile is a person!
One of my clients recently sent me this message: “I wanted to let you know that we received a direct opportunity to bid on a solution at a prospect through the CIO, who was an old contact and saw my latest article on LinkedIn.”
Guess what? She posted that article using her free LinkedIn account.
Another client told me: “These leads contacted me through LinkedIn after seeing my posts for three months. Closed R500K in business without spending a cent on Premium.”
IMAGINE THAT!
What Premium Actually Gives You (And What It Doesn’t)
Look, I’m not here to bash LinkedIn Premium. It has its place. But let’s be honest about what you’re actually getting.
Premium plans in 2026 range from about R600/month for the basic Career plan to over R1,500/month for Sales Navigator. That’s real money, especially when you’re building a business!
Here’s what Premium offers:
- InMail credits to message people you’re not connected with
- See who viewed your profile (beyond the last 5 people)
- More search filters
- LinkedIn Learning courses
Now, here’s what you can do for FREE that actually matters for building your business:
Building Real Relationships
- Connect with potential clients and have actual conversations
- Comment meaningfully on posts from your ideal clients
- Receive notifications about your connection posts if you “Ring the bell” at the top right of their profile
- Send connection requests with personalised notes (Limited now to 5 per month, so choose those ones with great care)
- Message anyone you’re connected with (unlimited!)
Creating Content That Converts
- Post articles, updates, and insights
- Create a personal newsletter that all your connections will be invited to once you have your first edition out
- Share your expertise and build authority
- Engage with your network’s content
- Build trust over time
Growing Your Network Strategically
- Search for and connect with your ideal clients
- Join relevant groups
- Participate in conversations
- Get found by people searching for your services
Bottom line: Premium gives you shortcuts and extra data. But it doesn’t give you relationships. It doesn’t give you trust. And it certainly doesn’t replace the work of actually showing up and being valuable to your network.
You are not a value prop. Your prospects are not purchase orders. You’re a person. They’re people. So start acting like one by treating them like one.
The “Request for Service” Mystery Solved
Let’s tackle the second big complaint I hear. The Request for Service button on LinkedIn business pages has confused more entrepreneurs than I can count!
Why This Confuses Everyone (And Why That’s Okay)
First things first: if you’re confused by this feature, you’re not alone. I think we can all relate to LinkedIn’s confusing interface!
I’ve worked with clients who have business pages with thousands of followers but have never set up this feature properly. And then they wonder why they’re not getting inquiries through LinkedIn.
What “Request for Service” Actually Does
Here’s the simple truth: the Request for Service button is basically a lead generation form that sits right on your business page. When someone clicks it, they can send you a message about the service they need.
Think of it like a “Contact Us” button, but specifically for service-based businesses. It’s designed to make it easy for potential clients to reach out when they’re ready. The best part? It’s completely free.
Step-by-Step: Setting It Up (The Right Way)
Alright, let’s get practical. Here’s how to actually set this up so it works for you:
- Go to your LinkedIn business page (not your personal profile)
- Click on “Admin tools” in the top right
- Select “Edit page”
- Look for the “Add a button” option(usually near your page header)
- Choose “Request for service” from the button options
- Fill in the details: What services do you offer? (Be specific! Don’t just say “consulting” – say “LinkedIn strategy consulting for B2B businesses”)
- Where should inquiries go? (Your email, a contact form, etc.)
- What information do you need from potential clients?
Test it! Ask a friend or colleague to click the button and make sure you receive the inquiry
Common mistakes I see:
- Setting it up but never checking the inbox where inquiries go (yes, this happens!)
- Being too vague about the services offered
- Not responding quickly when someone does request service
- Forgetting to promote the fact that people CAN request services from you
Now, here’s the thing. Request for Service might not be the best fit for every business type. If you’re finding it’s not generating leads, don’t panic! Other free strategies that might work better for you.
BUT WAIT, There’s More!
You can also add a services section to your PERSONAL profile! Told you there was more!
Let’s first dive in.
What is the Services Section?
The Services section allows you to showcase what you offer right on your LinkedIn profile. Think of it as your mini shop window where potential clients can see exactly what you do and even reach out to you directly about working together. It’s not about selling, but about building relationships and educating people on how you can help them!
How to Set It Up:
First things first, let’s talk about getting it activated. At the top of your personal LinkedIn profile page, click “add section”. Under “core” is “add services”.
Here’s what you’ll include:
1. Service Name
Keep it clear and specific. Don’t get fancy here – tell people exactly what you do. Instead of “Business Transformation Magic,” say “LinkedIn Profile Optimisation” or “Sales Strategy Consulting.”
2. Description
This is where you get to shine! Explain what the service includes, who it’s for, and what outcomes clients can expect. Remember, clients want to know that they are being heard, so listen to what they need and speak to those pain points in your description.
3. Pricing (Optional)
You can choose to display pricing or not. Some people love transparency here; others prefer to have that conversation directly. Whatever your preference, just remember that it’s entirely possible to attract clients either way!
4. Reviews
This is where you can invite up to 20 people per annum to review your services. BONUS: Once you receive a review, you can post it directly from that page as a post (a little bragging is allowed if it’s the client bragging about you, right?)
Why This Matters:
When potential clients visit your profile, they’re not just looking at your experience anymore. They want to know: Can this person solve my problem? The Services section answers that question immediately!
What Actually Works on Free LinkedIn (My Top 3)
Throughout my time building my business on LinkedIn, I’ve learned what really moves the needle. Here are my top three strategies that work on the free version:
1. Relationships First, Business Second
I know this sounds simple, but it’s where most people get it wrong. They connect with someone and immediately pitch their services. Don’t be that person!
Time is money, so if you invest your time in a client, they will be inclined to invest their hard-earned money in you.
Here’s what I do:
- Connect with people I genuinely want to know
- Comment on their posts with thoughtful insights (not just “Great post!”)
- Share their content when it’s valuable
- Send occasional messages just to check in, with no agenda
- Offer help or resources without expecting anything in return
One of my biggest clients came from a connection I made years before we ever talked business. I commented on his posts, he commented on mine, we had a few genuine conversations about industry trends. When he needed help with LinkedIn strategy, guess who he called?
2. Content That Converts (Without Paying a Cent)
You don’t need Premium to post content. You don’t need fancy graphics or professional videos. (Though if you want those things, great! But they’re not required.)
What you DO need:
- Consistency (show up regularly)
- Authenticity (be yourself, not some corporate robot)
- Value (teach something, share insights, tell stories that resonate)
I’ll be honest with you: I’m not a natural writer. Despite having studied marketing, I sometimes struggle with what to post. But I do it anyway, because I know that every post is a chance to connect with someone who needs what I offer.
Some of my most successful posts have been:
- Personal stories about business challenges
- Simple tips I’ve learned from working with clients
- Questions that spark conversations
- Celebrations of client wins (with their permission, of course.)
The data doesn’t lie. Consistent posting on LinkedIn leads to more profile views, more connection requests, and more business opportunities. And you can do all of this for free.
3. Strategic Engagement (Not Spam!)
There’s a fine line between being persistent and being annoying. In sales, you should be as persistent as a fly! Just not as irritating as a fly!
Here’s how to engage strategically:
Please get to know them (not spam them with all about you)
- Read their profile before connecting
- Reference something specific in your connection request
- Actually care about their business and challenges
Connect with them on LinkedIn, like and comment on their posts
- Ring the bell at the top right corner of their profile so you can get notified when they post
- Engage genuinely with their content
- Add value in your comments
- Be consistent but not creepy (don’t comment on everything they post)
Make them a priority
- Follow up without being pushy
- Remember details from previous conversations
- Check in periodically with no sales agenda
I follow my ‘competition’ as I learn from them and see how I can also become better at what I do. This isn’t about copying anyone. It’s about understanding what works and adapting it to your own style.
When Premium Might Be Worth It
Look, I’m not saying Premium is never worth it. I’m saying don’t assume you need it to succeed on LinkedIn.
Here are specific scenarios where Premium might actually add value:
- You’re actively recruiting and need advanced search filters to find specific candidates. Recruiter Lite starts at around R2 500/month, which might be worth it if you’re hiring regularly.
- You’re in sales and need to reach a high volume of cold prospects through InMail. Sales Navigator gives you 50 InMail credits per month at about R1 500/month. Do the math: is that worth it for your business?
- You want to see detailed analytics on who’s viewing your profile and use that for strategic outreach. Premium Business gives you unlimited profile viewing for about R1 000/month.
But here’s my advice: Don’t upgrade until you’ve mastered the free version.
If you’re not posting consistently, not engaging with your network, not optimising your profile, and not building genuine relationships, Premium won’t magically fix those problems. It’s like buying expensive running shoes when you haven’t started running yet.
Master the basics first. Then, if you find yourself hitting the limitations of the free version and you have a clear ROI plan for Premium, go for it!
The truth probably lies somewhere in between. Some businesses will benefit from Premium. Others won’t. Know which one you are before spending the money.
Your LinkedIn Success Doesn’t Live Behind a Paywall
So let’s recap what we’ve learned today.
The Premium Myth is just that: a myth. You can absolutely build a successful business using LinkedIn’s free version. I’ve done it. My clients have done it. You can too.
Request for Service is just ONE tool in your toolkit. Set it up properly if it makes sense for your business. But don’t obsess over it. There are plenty of other ways to generate leads on LinkedIn.
What actually works is relationship-building, consistent content, and strategic engagement.
None of these requires a Premium subscription. They require time, effort, and genuine care about the people in your network.
Here’s what I want you to do right now:
- Optimise your profile so it clearly states who you help and how
- Set up your Services if you haven’t already (it takes 10 minutes!)
- Post something valuable this week – share an insight, tell a story, ask a question
- Engage with 5 people in your network by commenting thoughtfully on their posts
- Send 3 connection requests to people you genuinely want to know (with personalised notes!)
LinkedIn WORKS! You just need to understand how to use LinkedIn. And guess what? You can start right now, for free.
