“LinkedIn doesn’t work in Botswana” is that true, or are we using it wrong?

“LinkedIn doesn’t work in Botswana” is that true, or are we using it wrong?

by | Apr 28, 2026 | Blogging, Social Media

If you’ve ever posted on LinkedIn, got 12 likes (half of them from colleagues), and thought, “Yeah… this platform doesn’t work here,” you’re not alone. Many professionals and business owners across Botswana have had this exact experience. They post something they believe is valuable, wait for engagement, and when the numbers stay low, they quietly conclude that the platform simply does not work in the local market.

But here’s the honest truth: LinkedIn absolutely works in Botswana. It just doesn’t work the way many of us expect it to. If we treat it like Facebook, we will be disappointed. If we treat it like what it really is, a credibility engine, it becomes one of the most powerful tools for both individuals and businesses.

LinkedIn was never designed primarily for entertainment or quick viral moments. Its strength lies in positioning people and companies as trusted experts. When used correctly, it quietly builds authority, reputation, and recognition within professional circles. In a market like Botswana where networks are tight and word travels quickly, this type of credibility can be incredibly powerful.

Why do we say LinkedIn doesn’t work in Botswana?

Most people judge a platform by visible engagement: likes, comments, shares. In Botswana, LinkedIn often feels quiet. But quiet does not mean useless. In fact, many of the most important interactions on LinkedIn happen privately rather than publicly. People read, observe, and form opinions long before they press the like button or leave a comment.

  • Batswana are a relationship first market.People prefer building a connection with business owners or professionals before they engage with products. They may never comment, but they will ask a friend, DM you, or bring you up in a meeting. Very often the real impact of a LinkedIn post appears weeks later when someone mentions they saw your work or heard about your company through someone else.
  • We expect fast results. LinkedIn is more like farming than fishing. You build trust over time, and the harvest comes later. When people consistently see thoughtful insights, useful information, or examples of your work, they begin to associate your name with expertise. That recognition slowly compounds into opportunities.
  • We post without a strategy.Random posts, inconsistent activity, unclear messaging, and no clear call to action makes it hard for people to know what to do next. Many businesses post occasionally but do not build a narrative around their expertise, services, or industry knowledge. Without a clear message, even good content can easily be ignored.
  • We assume the audience is too small.Yes, Botswana’s professional audience is smaller than larger markets, but that is exactly why it can work. Decision makers are closer, networks overlap, and reputation travels fast. A single post seen by the right people can open doors to meetings, partnerships, and opportunities that would otherwise take months to create.

Branding in Botswana has always existed. It just looked different.

In earlier years, trust was built through face to face reputation, referrals, and community visibility. Businesses relied heavily on word of mouth, community networks, print ads, radio, billboards, and being known in the right circles. Storytelling was lived through the shop you always went to, the service provider your uncle recommended, or the company that sponsored local events.

Relationships were the foundation of business growth. People supported businesses they recognised and trusted. A recommendation from a respected friend, colleague, or family member carried enormous weight. That culture of trust still exists today and continues to shape how Batswana choose where to spend money or who to work with.

Then social media shifted attention to visibility. Facebook and Instagram made it easier to reach large audiences quickly, often with entertainment led content. It worked, and still does, because it fits how people scroll, share, and talk. These platforms are excellent for awareness, lifestyle content, and reaching mass audiences in a very short amount of time.

Now we are entering a new phase. Customers and partners want proof, not just presence. They want to see knowledge, experience, and credibility before they decide who to trust with their money or their business. This is where LinkedIn becomes extremely valuable. It provides a space where businesses and professionals can demonstrate expertise rather than simply promote themselves.

So how do we make LinkedIn work for businesses?

  1. Use people to power the page

A business page alone is rarely enough. The strongest results come when leaders post from their personal profiles, staff engage with company posts, and the business page reposts and highlights team expertise. People trust people. When employees and leaders share insights, experiences, and lessons from their work, the company automatically feels more authentic and approachable.

  1. Stop posting only announcements

If your content is only “Happy Monday” and “We attended a workshop,” it won’t build demand. Use a simple content mix that teaches what you do in plain language, proves your work through outcomes and behind the scenes content, relates with local insights and light humour, and invites action with clear calls to action that feel natural. The goal is not just to post, but to educate and position your brand as knowledgeable and reliable.

  1. Get crystal clear on your positioning

Your company page must answer, in seconds: What do you do? Who is it for? What problem do you solve? Why should a Motswana customer choose you over the next option?

Want to learn more? Download this free guide: LinkedIn Business Health Check – For Brands in Botswana

If your page sounds like “we offer quality services,” you will blend in. Specific beats generic every time. Clear messaging helps people understand your value immediately and makes it easier for them to recommend you to others.

Lastly, if you would like help making LinkedIn work for your business, visit our LinkedIn page for more examples of how we execute client briefs. You can also contact us for a more tailored strategy for your company.

Write Catchy Subject Lines & Headlines that Get Clicks

Write Catchy Subject Lines & Headlines that Get Clicks

by | Jun 29, 2023 | Blogging, Email Marketing

You’ve probably heard the saying “You never get a second chance to make a first impression”. Well, that applies to your subject lines and headlines too. They are the first thing your audience sees when they encounter your email, blog post, article, or social media post. And they can make or break your chances of getting them to open, read, and click on your content.

So how do you write subject lines and headlines that stand out from the crowd and entice your audience to take action? Here are some tips and tricks to help you craft catchy and effective titles that get more opens and clicks.

1. Know your audience and their pain points

The first step to writing a good subject line or headline is to know who you are writing for and what they care about. What are their problems, challenges, goals, desires, fears, or frustrations? What are they looking for in your content? How can you help them solve their pain points or achieve their aspirations?

By knowing your audience and their pain points, you can tailor your subject lines and headlines to address their needs and interests. You can also use words and phrases that resonate with them and show empathy. For example:

  • How to save time and money on your next trip
  • The ultimate guide to decluttering your home and mind
  • 7 common mistakes that are ruining your skin (and how to fix them)

2. Use power words and emotional triggers

Power words are words that evoke strong emotions or reactions in your audience. They can be positive (such as amazing, awesome, incredible, etc.) or negative (such as shocking, terrifying, horrible, etc.). Emotional triggers are words or phrases that appeal to your audience’s emotions, such as curiosity, fear, urgency, greed, etc.

By using power words and emotional triggers in your subject lines and headlines, you can capture your audience’s attention and make them feel something. You can also create a sense of urgency or excitement that motivates them to open or click on your content. For example:

  • How to create a stunning website in 10 minutes (no coding required)
  • The shocking truth about sugar and how it affects your health
  • How I made $10,000 in one month with this simple strategy

3. Use numbers and lists

Numbers and lists are another way to make your subject lines and headlines more catchy and effective. They help you organize your content into bite-sized chunks that are easy to read and digest. They also create a sense of specificity and clarity that appeals to your audience’s logical side.

By using numbers and lists in your subject lines and headlines, you can show your audience exactly what they will get from your content and how it will benefit them. You can also use odd numbers or specific numbers to make your titles more unique and intriguing. For example:

  • 5 easy ways to boost your productivity today
  • 13 surprising facts about chocolate that will make you love it even more
  • How to grow your email list by 237% in 30 days

4. Use questions and challenges

Questions and challenges are another effective technique to write catchy subject lines and headlines. They engage your audience’s curiosity and make them want to find out the answer or solution. They also challenge your audience’s beliefs or assumptions and make them think differently.

By using questions and challenges in your subject lines and headlines, you can spark interest and conversation among your audience. You can also use rhetorical questions or negative questions to create contrast or controversy. For example:

  • Do you make these common grammar mistakes?
  • Why you should never trust online reviews
  • How to lose weight without dieting or exercising

5. Use keywords and SEO best practices

Keywords are words or phrases that describe the topic or main idea of your content. They help you rank higher on search engines and attract more organic traffic. SEO best practices are guidelines or rules that help you optimize your content for search engines and users.

By using keywords and SEO best practices in your subject lines and headlines, you can increase the visibility and relevance of your content. This also helps decrease the chances of your emails landing in a Spam folder. You can also use tools like Google Keyword Planner or Moz Keyword Explorer to find the best keywords for your niche and audience. For example:

  • How to write a resume that gets you hired (with examples)
  • Best yoga poses for beginners (with pictures)
  • How to start a blog in 2021 (step-by-step guide)

Conclusion

Writing catchy subject lines and headlines is not an easy task, but it is definitely worth it. By following these tips and tricks, you can create titles that get more opens and clicks.

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