LinkedIn for B2B: a practical playbook
LinkedIn is where many B2B buyers research partners. Combine company pages, personal profiles and content to build trust and start conversations.
- Published
- Reading time
- 1 min read
Key takeaways
- Personal profiles of founders and experts often reach further than company pages.
- Share specific expertise and experience, not generic motivation.
- Turn engagement into conversations with helpful, non-pushy follow-up.
For B2B services, LinkedIn is often where buyers check who you are, what you know and who you have worked with. A focused approach builds credibility that makes sales conversations easier.
Get the basics right
Company page: complete description, specialities, website, logo and banner, plus regular posts. It's your official presence.
Personal profiles: for founders, leaders and client-facing staff, profiles are often seen more than the company page. Make sure each has:
- A clear headline describing who they help and how
- An About section written for clients, not recruiters
- Featured content: case studies, articles, talks
- Recommendations from clients and colleagues
Share expertise people can use
Posts that perform well in B2B usually teach or reveal something:
- Lessons from projects, anonymised or with permission
- Clear explanations of industry changes and what they mean
- Checklists, frameworks and step-by-step advice
- Honest opinions on common practices, backed by reasons
- Behind-the-scenes views of how work gets done
Write for your ideal client, not for other people in your industry.
Formats
Text posts with a strong first line, document carousels for step-by-step content and short videos all work. Use native formats rather than posting only links.
Engage deliberately
Spend time commenting thoughtfully on posts by clients, prospects and partners. Useful comments build visibility and relationships, often more than your own posts.
From engagement to conversation
When someone engages repeatedly, connect with a short personal note. Offer something useful, such as an article, an introduction or a quick answer, before suggesting a call. Avoid automated, generic pitches.
Employee advocacy
Encourage team members to share company news and their own expertise. Provide guidance and ideas, not scripts.
Measure business impact
Track profile visits, connection requests from target clients, conversations started and enquiries that mention LinkedIn, alongside post engagement.
Our social media marketing team builds LinkedIn programmes for B2B firms, with posts and articles from our content team.
Frequently asked questions
Are LinkedIn ads worth it?
They can be for B2B offers with high customer value, because targeting by job title, industry and company size is precise. Click costs are often higher than on other platforms, so track results carefully.
How often should we post on LinkedIn?
Consistency matters more than volume. Two or three thoughtful posts a week from key people is a solid rhythm for most firms.
