LinkedIn Marketing for B2B

Company pages are the weakest asset on the platform

LinkedIn's distribution favours people over brands, heavily. The same post published by a company page and by an employee will typically reach several times more people from the personal account.

That is not a reason to abandon the company page — it is where prospects check you are real, and it carries the credibility signals a buyer looks for before a first call. But treating it as your primary distribution channel is working against how the platform actually behaves.

The pattern that works: the company page as the credible shop window, and a small number of employees posting consistently as the actual reach.

Employee advocacy, done without being cringeworthy

Most advocacy programmes fail because they ask staff to reshare marketing posts, which everyone can spot and nobody engages with. What works is helping a handful of people who genuinely have something to say say it more often.

Practically: identify the two or three people with real expertise and some willingness, give them prompts drawn from work they are already doing, and take the writing burden off them. A ten-minute conversation about a project produces a post; asking someone to "write something for LinkedIn" produces silence.

It has to be their voice. A feed of identically-worded posts from six employees is obvious and does more harm than posting nothing.

What actually gets reach

LinkedIn rewards dwell time and meaningful engagement, which has practical consequences for what to post.

• Text posts outperform link posts substantially. Putting the link in the first comment is a common workaround, though the effect is smaller than it used to be.
• Documents and carousels hold attention longer than any other format and are still under-used in most UK sectors.
• Specificity beats generality. "We reduced their crawl waste by 60%" earns engagement; "digital transformation is key" does not.
• Comments count more than reactions, so posts that ask a genuine question outperform posts that announce.
• The first hour matters — early engagement determines how far a post travels, which is why posting when your audience is active is worth more than the exact day.

What we do

• Company page audit and positioning
• Content strategy tied to what your sales team actually needs
• Employee advocacy setup — selecting people, prompts and light editing
• Ghostwriting in the individual's own voice where they want it
• Document and carousel production
• Engagement routine: which conversations to join and where
• Reporting against pipeline conversations, not impressions

How long before it does anything

Slower than most channels and more durable once it works. Three months of consistent posting is the realistic point at which the right people start recognising the name; six before it produces conversations reliably.

The failure mode is inconsistency — posting daily for three weeks then stopping for two months performs worse than posting twice a week indefinitely. We would rather agree a cadence you can hold than one that looks good in a plan.

Your profile is a landing page

Every post drives people to a personal profile, and most read like a CV. For someone deciding whether to have a conversation, that is the wrong document.

The headline should say what you do for whom, not your job title. The About section should be written to a prospect rather than a recruiter. The featured section should hold the two or three things you would send someone who asked what you do. It takes an hour and it is the highest-return hour on the platform, because every impression you earn lands there.

Connections and who to have them with

Reach is bounded by your network and its networks, so who you are connected to determines who sees anything. A network of 3,000 recruiters and other agencies produces impressive numbers and no pipeline.

Deliberate connecting — buyers, people in the sectors you serve, and the advisers they listen to — makes a smaller audience far more valuable. We would rather see 600 relevant connections than 6,000 assorted ones.

What this does not include

We do not run advertising campaigns on LinkedIn or any other platform. This is organic work: page, content, advocacy and community. If you run paid channels through another provider, the measurement we put in place will serve them without us touching the accounts.