Who this is for
B2B companies, professional services firms, consultancies and software businesses whose buyers are identifiable by job title and company. It suits a founder or partner willing to be the face of it, because on LinkedIn a person outperforms a logo by a wide margin. It is a poor fit for consumer businesses, where the audience is on Facebook, Instagram or TikTok instead, and for anyone hoping to delegate the whole thing without appearing in it. This is one strand of digital marketing services, and it pairs naturally with personal branding.
What the work includes
- Company page setup and repair. Complete profile, custom button, specialities set properly so the page appears in LinkedIn’s own search, and a banner that says what you do rather than showing an office.
- Founder or partner profile as the primary channel. Headline written for the buyer rather than the job title, an About section that reads as a person, featured work, and a profile that converts a visit into a connection or an enquiry.
- Content strategy against real buyer questions. The posts that work are the ones answering something a client asked last week, with a specific number or example. Not thought leadership in the abstract.
- A publishing rhythm you can sustain. Two or three posts a week from one person beats a daily schedule abandoned after a month. I would rather set a cadence you keep.
- Employee advocacy that is realistic. A simple process where the team can share company posts with their own comment, rather than a programme nobody follows.
- Comment strategy. A large share of reach on LinkedIn comes from commenting usefully on other people’s posts, and it is the part almost everyone skips.
- Measurement that means something. Profile views, connection requests from target titles, and enquiries. Not impressions.
How it works
- Audience definition. Job titles, company sizes, industries and the countries they sit in, written down, because it drives every later decision.
- Profile and page work first, since traffic sent to a weak profile is wasted.
- Content pillars. Three or four themes you can talk about credibly and repeatedly, drawn from the questions you actually get asked.
- Calendar and drafting. I draft, you edit, so the voice stays yours. Anything published under your name should sound like you said it.
- Publish, comment, respond. Including replies to comments, which is where the conversations that become enquiries start.
- Monthly review of which posts reached the right titles and which enquiries came from where, and adjustment of the pillars accordingly.
What you receive
- An optimized company page and founder profile.
- A written content strategy with pillars and example topics.
- Drafted posts on the agreed cadence, for your review.
- A simple employee advocacy process.
- Monthly reporting on reach among target titles, profile visits and enquiries.
Pricing is on the packages page, and engagements are month to month.
Next step
If you want to know whether LinkedIn is worth your time before committing, tell me who your buyers are on the contact page and I will tell you honestly whether they are reachable there. For paid reach to the same audience, see LinkedIn Ads; for the wider content programme, content marketing.