LinkedIn for small B2B companies: profiles, posts and conversations that lead to enquiries
In B2B, buyers rarely decide because of an ad. They decide because they trust a person. LinkedIn is where that trust can be built at scale: decision-makers see your experience regularly, long before they need you. For small companies, the founder's profile usually matters more than the company page.
Profiles first, company page second
People follow people. Optimise the profiles of the founder and the people customers deal with: a clear headline with the problem you solve, a summary with examples and a link to a relevant page on your website. The company page collects jobs, case studies and the legal notice.
Posts built on real experience
The posts that work are specific: a problem from a project, what you tried, what worked, with numbers where possible. Formats that build trust:
- A short case: a hotel group reduced manual booking work by connecting two systems.
- A mistake and what you learned from it.
- An opinion on a change in your industry, with reasons.
- A checklist or template that readers can use straight away.
Conversations without spam
Connect with people you have met or who engage with your posts, and write personal messages with a reason. Mass messages and automated sequences damage your reputation and break the platform rules. In Germany, unsolicited advertising messages can also be legally risky.
Measure what leads to business
Track profile visits from decision-makers, conversations started and enquiries that mention LinkedIn. Ask new customers where they first heard of you and record it in your CRM. After three months you will know which topics bring enquiries.
From LinkedIn to your website
Posts create interest; the decision is made on your website, where case studies, prices and the enquiry form are. Link to specific pages, not the home page. We build B2B pages with case studies and enquiry forms connected to your CRM; a business website starts at €1,800 with us.
Frequently asked questions
- How often should we post on LinkedIn?
- Once or twice a week from the founder's profile is a good start. Quality and specificity matter more than frequency.
- Are LinkedIn ads worth it?
- For small B2B companies, often only with a clear target group and a strong offer, because clicks are expensive. Start with organic posts and conversations.
- Should employees post too?
- If they want to, yes. Experts from the team make the company tangible. Agree on simple rules about confidential information.
Tell us who your buyers are and what you are known for. We will build pages your LinkedIn posts can lead to and connect enquiries to your CRM.
Plan B2B pages