LinkedIn is Your Business's Best Channel
If you're in B2B, LinkedIn is where your customers spend their time. But most organisations use it poorly—broadcast-style posts that no one engages with, or generic company updates that create zero authority.
The companies that win on LinkedIn do something different. They build genuine thought leadership through consistent, valuable content. Their executives are known in their industry. And as a result, they generate qualified inbound inquiries.
Here's how to do it.
The LinkedIn Authority Framework
1. Personal Branding (Not Company Branding)
LinkedIn's algorithm prioritizes personal accounts. Your executives and team members should be active and visible. Each person builds their own audience based on expertise and perspective. The company profile amplifies this, not replaces it.
2. Consistent, Valuable Content
Post regularly (2-4 times per week) about topics relevant to your industry. Share insights, frameworks, lessons learned, market observations. Not sales pitches—authentic thoughts that your audience finds useful.
3. Engagement, Not Broadcasting
Spend time engaging with others' content. Comment thoughtfully. Start conversations. Build relationships with prospects and peers. LinkedIn rewards engagement, and relationships become business.
4. Strategic Messaging
Your content should position you against competitors, address your ideal customer's pain points, and differentiate your approach. Clarity about who you serve and why you're different comes through in every post.
5. Conversion Mechanisms
Build an audience, but also create ways for interested people to take the next step. Profile links, calls-to-action, and direct outreach to engaged followers turn followers into clients.
Content Topics That Work
Focus on content that establishes authority:
- •Industry trends and what they mean for your audience
- •Case studies and lessons from your work (without breaking confidentiality)
- •Your unique frameworks or methodologies
- •Common misconceptions in your industry
- •Perspectives on news relevant to your market
- •Behind-the-scenes looks at how you work
The thread connecting all of this? You're building authority by being generous with your knowledge, not hoarding it. The companies that share the most become the trusted voices in their space.
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