LinkedIn marketing for B2B can be set up in 30 days with a clear focus: a complete profile, an up-to-date company page, three recurring post formats and an outreach routine (targeted contact) with good manners. You need no more at the start. Get these four building blocks right and you create a base from which enquiries can come.
In this article we walk through a realistic plan, week by week, with concrete steps rather than jargon.
What does a professional LinkedIn profile need?
Your profile is your business card: in B2B, many decision-makers check who is behind the name first. Four elements decide whether it works:
- Headline: a benefit sentence for your target audience, not just a job title.
- About section: three short paragraphs on your expertise, your offer and the reader's next step.
- Experience entries: two to four sentences per role on concrete tasks and results.
- Photo and banner: current and fitting for your industry.
How do I set up the company page?
The company page is the first stop for everyone who checks your business. It needs completeness, not design polish:
| Area | What should go there |
|---|---|
| Tagline and about | What you offer, for whom, and how you differ |
| Services | Your two or three core services in your own words |
| Activity | Regular posts that complement your profiles |
| Connection | Your profile as administrator, page linked in your experience |
Reach often comes more from employees' profiles than from the page alone: one or two people in the team post regularly and point to the company page.
Which three post formats work in B2B?
Few formats, posted consistently: three cover most B2B situations.
- The practical example: a concrete task from your daily work, how you solved it and what you learned, with no customer name unless approved.
- The short opinion: a clear position on an industry topic in two or three paragraphs. It shows how you think.
- The customer question: a typical question from enquiries or trade fairs, answered in a few sentences. It shows what your audience is dealing with.
What does the 30-day plan look like, week by week?
- Week 1: complete the profile (see above) and define your target audience: which three roles decide for your customers?
- Week 2: refresh the company page, connect it to your profile and invite five contacts from your network to follow it.
- Week 3: publish three posts a week, alternating the three formats, and reply to comments.
- Week 4: start the outreach routine (five to ten contacts a week), keep publishing three posts a week, note the metrics and pick up the month's best post.
Six posts in two weeks give first impressions, not reliable conclusions. Keep the rhythm going beyond the 30 days.
What etiquette applies to B2B outreach?
Outreach on LinkedIn is relationship care, not mass mailing:
- Connection request with a reason: one sentence on why this particular person.
- No offer in the first message: listen first, with a question or a reference to their profile.
- Relevance before length: two or three sentences beat a long paragraph.
- Respect boundaries: no reply is a signal. Do not write a second time a few days later without a new reason.
Which metrics should I track from week one?
Four numbers a week:
- Impressions per post: a rough measure of reach
- Comments and reactions: the real signal of interest
- Profile and website clicks: they show whether content leads somewhere
- Enquiries: the metric that counts in the end
Much reach without reactions suggests content that misses the mark. Few impressions but enquiries show that you reach the right people. Only both together show whether the channel is growing.
Checklist: how to start next Monday
- Headline and about section written
- Experience entries updated, photos current
- Company page complete: about, services, logo
- Three post formats prepared with one draft each
- Target audience defined: the three roles that decide
- Outreach template with a reason and a short question
- Metrics sheet set up: impressions, comments, clicks, enquiries
- Fixed times for publishing blocked in your calendar
Conclusion: four building blocks beat ten actions
LinkedIn marketing for B2B is not a sprint for viral posts but a system of profile, page, three formats and an outreach routine. Four weeks of consistency give you a measurable base and show where the channel works and where more effort is needed. For the budget side, see Online marketing budget for SMEs; our offer is on the digital marketing page.
Unsure whether your audience is active on LinkedIn, or want a second opinion on the plan? Talk to us. We will look together at which roles decide and how to set up the first posts.
Sources
- LinkedIn: Help Center
- LinkedIn: User Agreement
- EUR-Lex: General Data Protection Regulation (GDPR)
