Social media · 6 min read
Your company page post reaches almost nobody. Your engineer's post reaches everyone.
A realistic weekly LinkedIn system that two busy people can actually keep up.
The short answer
LinkedIn for B2B suppliers works best when real people post specific, unglamorous detail about work in progress from their personal profile, not the company page. Two or three posts a week from two staff members beats a daily company page post that almost nobody sees.
By Raja Wahab, Co-founder, Fixby Studios · Published · Updated · 6 min read
Why the company page underperforms
LinkedIn's feed strongly favours people over brands. A company page post typically reaches a fraction of the people that the same content reaches when posted from a director's or engineer's personal profile.
This isn't a quirk to fight; it's worth building around. The business doesn't need a content strategy so much as two or three people willing to post occasionally from their own accounts.
Company page post
- — Reaches followers only
- — Feels like a chore
- — Best for announcements
Personal profile post
- — Reaches a wider network
- — Easier to sustain
- — Best for day-to-day work
LinkedIn for B2B suppliers: what actually works
- The job on the bench today, with what made it awkward.
- A number: lead time cut, batch delivered, waste reduced.
- A buyer question you get every week, answered properly.
- New capability, new machine, new accreditation.
- The occasional recruitment post — these tend to reach further than anything else.
A system that survives a busy week
Nobody in a busy firm will write essays. Take a few photos on the floor, send them to whoever manages your social media, and let them write the words. Fifteen minutes a week from two people is realistic; an hour a day from one person usually isn't.
| Company page | Personal profile | |
|---|---|---|
| Typical reach | Low, to followers only | Higher, shown to wider network |
| Best content | Announcements, job ads | Day-to-day work, opinions, questions answered |
| Effort to sustain | Feels like a chore | Easier if it's photos plus a caption |
“Personal profiles reach far more people than the company page.”
What not to post
Skip generic motivational quotes and stock graphics. They get scrolled past and don't build any trust with a buyer who's checking you out before sending an enquiry, which is the entire point of being there.
Your questions
- Is LinkedIn worth it for a small B2B supplier?
- Yes, if posts come from personal profiles with specific detail about real work. A company page alone with occasional generic posts rarely brings enquiries.
- How often should we post on LinkedIn?
- Two or three times a week from one or two team members is realistic and sustainable, and tends to outperform a daily company page nobody follows.
- Who should post — the owner or the team?
- Whoever is closest to the work. A buyer trusts a photo and comment from the person who did the job more than a polished line from a marketing account.
Raja Wahab is co-founder of Fixby Studios, a Huddersfield studio building websites, SEO, social media and business software for small, owner-managed businesses across West Yorkshire.
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Fixby Studios builds websites, runs SEO and manages social media for small businesses across Huddersfield and West Yorkshire. Social media management
Prefer to talk it through? Contact Fixby Studios, email info@fixbystudios.co.uk or call 07737 067552.
