LinkedIn marketing, as I run it, is organic work on two accounts that sit side by side: the founder’s or partner’s personal profile and the company page. For most UK B2B firms the founder’s profile does the heavy lifting, because LinkedIn’s feed tends to show posts from people more readily than posts from brands, and buyers want to know who they would be dealing with. My job is to give both accounts a clear purpose, a publishing rhythm you can keep up, and a way of telling whether any of it leads to conversations with the right people.
This page covers organic LinkedIn only. Sponsored content, lead gen forms and other paid LinkedIn advertising are a separate service, priced and planned differently.
What changes when LinkedIn is run with a plan
- Your profile reads as a reason to talk to you. The headline, About section and Featured items say who you help and what happens next, instead of listing job titles.
- Posts come from a short list of subjects. Three or four themes your buyers care about replace the scramble for something to say each Monday morning.
- The right people see the work. Comments, connection requests and replies are aimed at the people on your target list, so organic reach builds among buyers rather than among other marketers.
- You can tell whether it is working. Enquiries, calls booked and introductions are logged against LinkedIn, not just likes and follower counts.
Who this suits, and who it does not
It suits UK businesses that sell to other businesses, where a buyer usually meets or checks out a person before signing: consultancies, accountancy and law practices, recruitment firms, software and IT suppliers, manufacturers with trade buyers, and agencies. It also suits founders who are willing to put their own name and face on the account. If your sector is regulated, the guidance on marketing for law firms and professional services covers the rules that shape what you can post.
It is the wrong service if:
- You sell mainly to consumers. Instagram, Facebook or search will usually reach them more cheaply and more often.
- Nobody senior will give it time. I can plan, draft and edit, but posts that sound like the founder need the founder’s views, stories and sign-off, every week.
- You need leads this month. Organic LinkedIn builds familiarity over months. If the pipeline is empty now, B2B SEO or paid search answers buyers who are already looking.
What the work covers
Founder and leadership profiles
I rewrite the headline, About section and experience entries around the buyer you want, set up the Featured section to point at one useful page on your site, and check that the profile photo, banner and contact details are current. Where two or three senior people post, I give each a distinct angle so they do not repeat each other.
Company page
The company page is what buyers and candidates check when they want to know whether you are real. I tidy the description, specialities, website link and location, set up the page’s call-to-action button, and agree what the page should publish: usually reshares of the founder’s best posts, hiring news, and short pieces that are clearly from the firm rather than a person.
Content plan and drafting
We agree three or four content pillars drawn from the questions your buyers ask in sales calls. I then draft text posts, document posts (a PDF that displays as swipeable pages) and, where you want one, a LinkedIn newsletter. Every draft goes to you for edits; nothing is posted in your name without your approval.
Engagement and networking
Posting is half the work. The other half is commenting usefully on posts from people on your target list, replying to comments on your own posts, and sending connection requests with a reason attached. I build that list with you from your ideal customer profile, and I keep the commenting and messaging in your own voice. I do not use automation tools for connection requests or messages; LinkedIn’s User Agreement prohibits them, and accounts that use them can be restricted.
Employee advocacy
Where staff are willing, a light employee advocacy routine helps: a short regular note suggesting one post to share with a line of their own, and help with their profiles. Participation should be voluntary, and nobody should be asked to post something they would not say in person.
Measurement
LinkedIn’s own analytics show impressions, followers and engagement, which tell you whether posts are being seen. They do not tell you whether anyone became a client. I add UTM-tagged links to profile and page links so website visits from LinkedIn show up properly in GA4, and I add a “how did you hear about us” field to your enquiry form. Much of LinkedIn’s influence is dark social: a post forwarded in a private message or mentioned on a call. A simple log of those conversations, kept in your CRM or a spreadsheet, is often the most honest measure you will have.
How I run it
- Review. I read your current profiles, company page and the last few months of posts, and look at how two or three competitors use LinkedIn.
- Interview. A call with the founder about the buyers you want, the questions they ask, and the opinions you hold about your field. Most of the first month’s posts come from this call.
- Set up. Profile and company page rewrites, the target list, content pillars and tracking go in before regular posting starts, so the first posts land on profiles that are ready for visitors.
- Publish and engage. A rolling calendar with drafts sent ahead of each posting date. You approve, I schedule or you post, and engagement runs on agreed days.
- Regular review. A short call, at an interval agreed before work starts, on what was published, which posts led to conversations, and what to change next.
Common problems on UK B2B LinkedIn accounts
- The company page posts and the founder stays silent. Brand posts on their own rarely reach far, and buyers want to hear from the person.
- Posting in bursts. Five posts in a week, then nothing for two months. A smaller rhythm kept for a year beats a big one kept for a fortnight.
- Writing for peers rather than buyers. Industry in-jokes and award announcements get likes from competitors and say nothing to a finance director choosing a supplier.
- Exporting connections into a mailing list. Emailing people because you are connected on LinkedIn is a UK GDPR and PECR question, not a LinkedIn one. If you want an email list, it needs its own lawful basis and an opt-in.
- Forgetting that posts are marketing. Claims made in your own posts fall under the CAP Code just as an advert does, and firms regulated by the FCA or SRA have their own rules on what a promotional post can say.
What you receive
- A rewritten founder profile, any other leadership profiles agreed before work starts, and an updated company page.
- A one-page LinkedIn plan: target buyer, content pillars, posting rhythm and who does what.
- A rolling content calendar with drafts, plus engagement on agreed days.
- Tracked links and an enquiry-source field, so LinkedIn shows up in your reporting.
- A short report at an agreed interval: what was posted, what led to conversations, what changes next.
What it costs
Fees depend on how many profiles are involved, how many posts a month you want drafted, and whether engagement is included. Each quote is written in GBP after a first look at your profiles and agreed in writing before work starts.
If you are still deciding where LinkedIn fits alongside search, email and paid channels, a written digital marketing strategy is the better first step, and LinkedIn can be scoped from it.
Next step
Send me a link to your LinkedIn profile and company page, a sentence on who you want to reach, and how much time you can give it each week. I will reply with what I would change first and whether organic LinkedIn is a sensible use of your time. You can do that through the contact page, or call +44 7352129369.