Good B2B marketing on LinkedIn is mostly consistency and relevance. You are not trying to go viral. You are trying to be the credible, useful name a specific group of buyers recognises when they have a need.

Define who you want to reach

Write down the job titles, sectors and company sizes you want as customers. For example, "finance directors at UK logistics firms with 50 to 250 staff". This decides your topics, your tone and any targeting you use in paid campaigns. If you cannot describe the buyer in a sentence, your content will drift.

Get your company page and profiles ready

Before posting, make sure the basics support a sceptical visitor. Your company page needs a clear description of who you help and how, a link to your website, current branding and a pinned post that explains what you do. Key team members need professional photos and headlines that say what they do for clients, not just a job title. If your visual identity looks inconsistent across channels, our guide to brand guidelines shows how to tidy it up.

Share content that proves expertise

Aim for posts that a prospective client would genuinely find useful. Reliable formats include:

• Lessons from real projects, with sensitive details removed

• Short answers to questions clients ask repeatedly

• Plain explanations of your process or pricing logic

• Commentary on changes in your industry and what they mean

• Practical templates, checklists or short guides

Use the same thinking as your content marketing strategy: pick a few themes and return to them. LinkedIn also publishes guidance for advertisers and page owners on its marketing solutions site.

Use people, not just the logo

Personal profiles usually attract more engagement than company pages, because people prefer to hear from people. Encourage directors and specialists to share their own perspective and to comment thoughtfully on clients' and partners' posts. Provide a simple guide on tone and what not to share, such as confidential client information. Avoid forcing staff to repost every company update.

Connect with intent and follow up politely

Send connection requests with a short, personal note rather than a pitch. Respond to comments quickly, and move conversations to email or a call only when it is welcome. Be careful with bulk messaging: the ICO sets out rules on direct marketing and electronic communications that apply to business contact too, in particular for individuals and sole traders.

Consider paid activity once organic work is steady

Sponsored content and lead forms can help you reach decision makers directly, but they work best when you already know which messages resonate. Start with a small test budget, a narrow audience and a single offer, such as a guide or a call. Keep claims honest and check the ASA guidance if you are unsure what you can say in an advert.

Measure conversations, not just impressions

Likes are pleasant but rarely pay invoices. Track profile visits from target roles, inbound messages, meetings booked and enquiries that mention LinkedIn. Ask new clients how they found you. Tie this back to revenue using the approach in measuring marketing ROI and review it quarterly. For a deeper look at attracting better enquiries, read about improving B2B enquiry quality.