Social Media Marketing
Paid and organic together.
Read moreSocial Media · Delhi NCR & remote
Your company page is the wrong account.
LinkedIn distributes content from people far more readily than from company pages. B2B businesses that put all their effort into the company page are using the weaker of the two accounts they own.
Short answer
LinkedIn marketing is the most direct route to business decision-makers, and it works differently from other platforms in one important way: personal profiles substantially outperform company pages in distribution. For most B2B firms the founder’s or director’s profile is the primary channel and the company page is supporting infrastructure.
Where B2B buyers are
People outrank pages
No automated spam
Job-title targeting
Free LinkedIn review
Get a free quote
Four details. A real reply the same day, from me.
Selling to businesses?
Get a Free Quote
WhatsApp
01 The premise
People outperform pages, structurally.
LinkedIn is built around individuals, and its distribution reflects that. A post from a named person with a face reaches meaningfully further than the identical post from a company page, because people follow people and engage with people. Most B2B businesses discover this only after a year of posting into the void from a company account.
For a consultancy, an agency, a manufacturer or a service firm, the practical consequence is that the primary channel is the founder’s or a director’s personal profile. The company page still matters — prospects check it, and it is required to run ads — but as supporting infrastructure rather than as the voice.
The second structural point is that LinkedIn is a considered-purchase platform. A decision-maker who reads a genuinely useful post from you does not enquire that afternoon. They remember the name, and six months later, when the need appears, you are on the shortlist. That is a real mechanism with a long lag, and it is why LinkedIn is judged unfairly against channels with faster feedback.
02 What works
What actually works on LinkedIn.
Observed over time, and mostly the opposite of what people do.
What works
- Post as a person. A named individual with a face. Company pages exist for credibility and ads, not for distribution.
- Specifics beat opinions. What you did, what happened, what it cost. Generic business philosophy is the platform’s most abundant commodity.
- Say something checkable. Numbers, processes, mistakes. A post that could not be wrong is not saying anything.
- Write for skim. Short paragraphs, plain language, and the point in the first two lines before the "see more" cut.
- Comment more than you post. A useful comment on somebody else’s post reaches their audience, which is frequently larger than yours.
- Keep links out of the post. Distribution drops for posts with external links. Put the link in the first comment.
- Answer every message personally. LinkedIn DMs are full of automated pitches. A written, specific reply is genuinely unusual.
03 Straight talk
Outreach: the line I will not cross.
LinkedIn outreach can work. Almost all of it is done in a way that damages the sender.
Legitimate
- A connection request with a reason. One line saying why. Answered far more often than an empty request.
- A message about them. Referencing their business, their post, their sector. It takes two minutes and it is obvious when skipped.
- Useful before asking. Answer a question, share something relevant, then ask. Slow, and it works.
- Accepting no. One follow-up. Then stop. The people who do not stop are why the inbox is unusable.
I will not do it
- Automated connection blasts. Against LinkedIn’s terms, risks the account, and everybody recognises it.
- Template pitches on connect. The single most disliked behaviour on the platform, and it damages the brand sending it.
- Scraped mass messaging. Illegal in some jurisdictions, and reputationally expensive in all of them.
- Fake personalisation. “I loved your post” from someone who did not read it fools nobody.
Free LinkedIn review
Would a buyer read your profile and call?
Send me your profile and your company page. I will tell you what a decision-maker sees before a first meeting, and which of the two accounts should be doing the talking.
- Reviewed as a B2B buyer would
- You keep the findings either way
- No automated outreach, ever
- Same-day reply, all 7 days
Free review
Get a free quote
Four details, and a real reply today.
04 The profile
The profile, as a B2B asset.
A one-off fix. This profile is checked before every meeting you will have.
- The headline
- What you do for whom, not your job title. It follows you into every comment and every search result on the platform.
- The About section
- Written in the first person, saying who you help and how. Most are written in corporate third person and read as a CV.
- Featured section
- Your best work, pinned. One of the most under-used areas of the entire profile.
- Experience with substance
- What you actually did, not a job description. Prospects read this before a first call.
- A real photograph
- Face visible, recent, professional but not stiff. It appears beside everything you ever post.
- Recommendations
- Genuinely persuasive on LinkedIn in a way that testimonials elsewhere are not, because the reviewer is identifiable.
— Social Media
Related services.
These sit next to LinkedIn marketing and are usually bought with it. Same person doing the work in each case.
— Questions
LinkedIn marketing — your questions.
Straight answers, including the ones that cost me work. If yours is not here, ask it — I reply the same day.
Your personal profile, for distribution. LinkedIn reaches meaningfully further with content from named individuals than from company pages. Keep the company page complete and credible, because prospects check it and you need it for ads — but do not expect it to reach anyone on its own.
Yes, and increasingly so. Decision-makers across manufacturing, IT services, consulting, education and logistics are active there. Its weakness is speed: it builds recognition that converts months later, which makes it a poor fit if you need enquiries this quarter.
Two or three times a week is plenty, and consistency matters far more than frequency. One genuinely specific post a week beats five generic ones, because the platform rewards content people stop to read rather than content that merely exists.
Manual, personalised outreach at low volume can work well. Automated connection blasts and template pitches do not — they breach LinkedIn’s terms, risk your account, and are instantly recognisable to the people you are trying to impress. I will do the first and will not do the second.
Cost per click is high compared with Google or Meta, sometimes several times higher. Whether that is expensive depends on your deal size — for a business selling a large contract, the targeting by job title, company size and industry can justify it easily. For low-value sales it rarely does.
Longer than any other channel here. Recognition builds over months and converts when a need appears, which may be two quarters after someone first read you. That lag is real, and it is why LinkedIn should be run alongside a faster channel rather than instead of one.
Free consultation · No obligation
Use the account that actually gets read.
Send me your personal profile and your company page. You will get a straight read on which should be doing the talking, and what to change first.
- Personal profile as the primary channel
- No automated outreach, ever
- Honest about the long lag
- You keep the findings either way
Start here
Send your enquiry
Name, number, email, what you need.