Key takeaways
- In B2B, people buy from people they trust; personal profiles usually reach further than company pages.
- Consistency matters more than volume: a steady rhythm of useful posts builds recognition over months.
- LinkedIn ads are expensive per click, but can reach exactly the buyers you want.
Company page or personal profiles?
Both. The company page is where people check you’re real: what you do, your team, your news and projects. But most reach comes from founders, partners and specialists posting under their own names. A post from a person sharing a lesson from a project usually travels further than the same post from a logo.
What should you post?
- Lessons from real projects, anonymised where needed.
- Clear opinions on changes in your industry or regulations.
- Answers to questions clients often ask.
- Team, office and event moments that show who you are.
Avoid posts that only announce or sell. Useful, specific posts build the trust that leads to enquiries.
How often?
Two or three posts a week from key people is a good rhythm for most firms, with the company page sharing news and projects. Regular, thoughtful comments on others’ posts matter as much as your own posts, because they reach decision-makers who would never visit your company page or follow your firm directly.
Are LinkedIn Ads worth it?
For high-value B2B services and products, often yes, because you can target by job title, seniority, industry and company. Clicks cost more than on most platforms, so use ads for clear offers such as a guide, an event or a consultation, and track the leads and meetings they bring.
How do you measure LinkedIn?
By conversations, not only likes: enquiries, introductions, meetings and proposals that started on LinkedIn. Ask every new client where they first heard of you, and record it, so you can see which posts and people bring business. Our B2B LinkedIn work reports these numbers monthly.