LinkedIn for founders and B2B experts: from posts to conversations
LinkedIn rewards clear written thinking from a real person. For B2B businesses it is often where the people who sign the contract actually read — which can make it a better priority platform than a bigger, louder one.
Set up the profile first
- Headline: who you help and how, not just your job title.
- Banner: repeats the headline in plain words.
- Featured: your best long piece — a video, article or guide you would send a prospect.
- Company page: for credibility, and later for your team to share from.
A post structure that works
- State the situation or news plainly, in the first line.
- Give a clear opinion — what you would do, and why.
- Explain what it means for the reader’s work, with one concrete example.
- End with a question that invites a real answer.
Write for one kind of reader. A post aimed at “everyone in business” reaches no one in particular.
Comments and messages are the business
Reply to every serious comment, ideally within the first hour. Comment thoughtfully on posts by peers and buyers each week. When someone engages repeatedly, a short personal message — about their work, not your offer — often starts the conversation. Never send bulk messages or automated sequences that pretend to be you.
What to measure
Profile views from your target buyers, conversations started, and enquiries that mention a post. Likes are the least useful number.
A weekly rhythm
Two or three posts a week, ten minutes of thoughtful comments a day, and one longer piece a month you can feature. Turn each sales call’s best question into the next post.
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Written by Ren Takemoto, founder of Yurenji Digital, a content marketing agency. We sell the service this article describes, so read it with that in mind. Figures from other sources are named; nothing here is a promise of results.