the missing link for growth.

The Power Platform You’re Not Using Enough

BY EVITA IRVINE

In an industry built on creativity, connection, and craftsmanship, strong relationships are everything. For wholesalers and retailers in the gift, homewares, fashion, and gourmet food sectors, there’s one platform where real business conversations are happening every day: LinkedIn.

Once seen as a space mainly for corporate suits and recruiters, LinkedIn has transformed into the go-to place for building meaningful B2B connections — and for those of us in product-driven industries, it’s becoming a game-changer.

According to Forbes, LinkedIn now has over 14 million users in Australia as of 2024 — that’s more than half of the country’s population, and importantly, a significant share of the professional workforce. It’s where buyers, store owners, distributors, and brand founders are networking, sharing, and growing their businesses. For wholesalers or retailers, LinkedIn is no longer a “nice-to-have.”

It’s the number one B2B networking platform, with HubSpot research confirming it’s 277% more effective for lead generation than Facebook or Twitter. In industries like ours, where trust and relationships drive buying decisions, LinkedIn offers a direct route to connect with the right people - decision-makers, buyers, and brand collaborators.

LinkedIn now has over 14 million users in Australia.

While other social platforms are crowded with consumer noise, LinkedIn’s community is about business - real conversations, trend sharing, and opportunity hunting. Whether you’re showcasing your new homewares collection, launching a seasonal gourmet range, or announcing your stand at a major trade fair, LinkedIn gets your news in front of the people who matter.

FUN FACT: Midweek mornings are prime time for LinkedIn engagement, with Wednesdays and Thursdays between 8am–11am seeing the highest interaction, according to LinkedIn’s own engagement studies. That’s the perfect time to showcase your beautiful products, event highlights, or industry insights.

And the best part? LinkedIn isn’t just for the big players.

Whether you’re a familyrun gourmet brand, an emerging fashion label, or an established wholesaler, LinkedIn offers an incredible opportunity to build visibility and connect with serious buyers — without needing huge marketing budgets. It’s a perfect addition to your other social media channels to grow your brand visibility and reputation and increase leads!

Make LinkedIn work for your business

— here’s how:

Show up consistently. Post updates, stories, or product highlights at least once a week to stay top of mind.

Use prime posting times. Midweek mornings (Wednesdays and Thursdays, 8–11am) are when your audience is most active.

Tell your brand story. Share your journey, values, and the passion behind your collections - people connect with people.

Engage with others. Comment on industry trends, congratulate partners on milestones, and join relevant discussions.

Share insider content. Give a sneak peek behind the scenes - whether it’s your newest product drop, a day at the trade fair, or the craftsmanship behind your gourmet range.

Be authentic. Forget corporate jargon. Real, genuine stories and voices perform best on LinkedIn.

In today’s fast-moving digital world, being active and authentic on LinkedIn isn’t just a great idea - it could be your missing link for building reputation, driving relationships, and boosting your business growth.

So if you haven’t updated your business profile, shared a success story, or connected with a new potential partner lately — now’s the time — and make sure you connect with us!