Sneha Jasrasaria Quick answer
LinkedIn works best for B2B when the founder and team post regularly, the company page shares project proof and expertise, and posts teach something useful. Combine personal posts, case studies, short videos and carousels, engage in comments, and use LinkedIn ads to reach specific job titles and industries.
Key takeaways
- Founder posts usually reach more people than company pages
- Project case studies build trust with buyers
- Teach as much as you sell
- LinkedIn ads can target by job title and industry
If your customers are businesses, LinkedIn is where decision makers read, research and connect.
Company page vs personal profiles
| Company page | Founder and team profiles | |
|---|---|---|
| Reach | Lower | Usually higher |
| Trust | Brand credibility | Personal credibility |
| Best for | Case studies, hiring, news | Opinions, lessons, stories |
Use both.
What to post
- Project showcases: the problem, what you did, the result.
- Explainers: simple guides for your buyers.
- Behind the scenes: team, process, site visits.
- Opinions: your view on industry trends.
- Milestones: new clients, launches, awards.
Example
For Solutus Consulting Engineers, we ran project showcases and thought-leadership posts for developers and architects across LinkedIn and Instagram, bringing 80+ B2B enquiries.
Formats that work
- Text posts with a strong first line.
- Document carousels.
- Short videos with subtitles.
Engage
Comment thoughtfully on posts by clients and industry leaders. It builds visibility and relationships.
LinkedIn ads
Target by job title, company size and industry. Good for high-value services, events and hiring.
Founders
Read personal branding for founders and professionals.
Writing LinkedIn posts that get read
- Start with a strong first line that makes people click “see more”.
- Share one clear idea per post.
- Use short paragraphs and white space.
- End with a question to invite comments.
A weekly LinkedIn plan
| Day | Post |
|---|---|
| Monday | Lesson or insight from a recent project |
| Wednesday | Case study or behind the scenes |
| Friday | Opinion on an industry trend |
Lead generation on LinkedIn
- Optimise the founder’s profile with a clear headline and featured links.
- Connect with ideal buyers with a personal note.
- Share helpful content consistently.
- Move warm conversations to a call.
Avoid sending sales pitches in the first message. Build the relationship first.