If your customers are other businesses, you have probably wondered whether you should be more active on LinkedIn. It has a reputation as a place for job hunting and corporate announcements. But for many small business-to-business (B2B) firms, it is where their buyers actually spend professional time.
This guide looks at when LinkedIn is worth the effort for a small B2B business, what to post and how to use it without it becoming a time sink.
Who LinkedIn suits
LinkedIn tends to work best for businesses whose customers make decisions in a professional role. For example:
- Consultants, accountants, bookkeepers and advisers
- IT, software and technical service providers
- Commercial trades and construction services
- Marketing, design and recruitment agencies
- Manufacturers and wholesale suppliers
- Training providers selling to employers
If most of your customers are households buying for themselves, Facebook, Instagram and Google are usually better places to start. Our guide to the best social platforms for small businesses compares the options.
Personal profiles usually beat company pages
This surprises many business owners. On LinkedIn, posts from real people often get more engagement than posts from a company page. Buyers want to hear from the owner, the consultant or the engineer, not a logo.
That doesn’t mean ignoring your company page. Keep it complete and professional, because people will check it. But put most of your effort into the personal profiles of the owner and key staff.
Get your profile right first
- A clear, recent photo and a banner image that reflects your business.
- A headline that says what you do and for whom, not just your job title. “Helping Melbourne manufacturers cut downtime with preventive maintenance” is more useful than “Director”.
- An About section written in plain language, ending with how to get in touch.
- Featured items such as a case study, your website or a useful article.
What to post
Useful, experience-based content works best. Ideas:
- Lessons from real projects, with client permission or with details removed.
- Answers to questions clients ask you often.
- Your view on industry changes that affect your customers.
- Mistakes to avoid in your field.
- Behind the scenes of how you work.
Write like you would talk to a client. Short paragraphs, a clear point and no hard sell. Our tips on defining your brand voice apply here too.
Engagement matters as much as posting
LinkedIn rewards participation. Spending 10 to 15 minutes a few times a week commenting thoughtfully on posts from clients, prospects and industry peers often does more than posting alone. It builds relationships and puts your name in front of the people you want to work with.
Connect with purpose
Connect with clients, suppliers, partners and people you meet at events, with a short personal note. Avoid sending a sales pitch straight after someone accepts your connection request. It is one of the fastest ways to be ignored.
How often to post
One or two good posts a week is enough for most small B2B businesses. Consistency over months matters far more than volume. LinkedIn is a slow build, but relationships formed there can lead to high-value work.
How to tell if it’s working
Look beyond likes. Useful signs include profile views from the right kinds of people, connection requests from prospects, messages and conversations, and new clients who mention they saw your posts. Ask new clients how they found you.
Is it worth it?
If your buyers are on LinkedIn and your services involve trust and expertise, it is usually worth a small, steady investment of time. If your customers are mainly consumers, your time is probably better spent elsewhere.
Want help with LinkedIn?
Madexify helps B2B businesses across Pakenham, Officer, Beaconsfield, Berwick, Narre Warren, Cranbourne, Clyde and Bunyip set up strong profiles, plan content and stay consistent. See our social media marketing services, or contact us to talk about LinkedIn.
This article is part of our Social Media Marketing Guide. Browse all our guides on the guides page.
