a linkedin strategy that works.
company pages are where reach goes to die. real linkedin growth comes from people, posting consistently, with a point of view.
on linkedin, personal profiles out-reach company pages by a wide margin. post insight, not announcements; show up two to three times a week; and let your team carry the brand.
most companies run linkedin backwards: they post product news to a company page nobody follows and wonder why nothing happens. the platform rewards individuals sharing genuine expertise — which means your linkedin strategy is really a plan for getting your people to post.
— 01people beat pages
linkedin's algorithm consistently gives personal profiles far more reach than company pages. a founder or specialist posting in their own voice will out-perform the brand account every time. use the company page for credibility and ads; use people for reach.
the platform distributes to networks and networks belong to people. a company page reaches a fraction of what the same post reaches from a person.
so the founder and the senior team should publish, and the page should exist mainly for credibility when someone checks.
and employee posts compound. several people publishing modestly outperforms one page publishing well.
— 02what to post
- insight — a lesson from real work, not a generic tip.
- opinion — a stance your industry actually debates.
- proof — a result, a process, a behind-the-scenes of how you work.
announcements and reshares are the weakest possible content. write things only you could write.
opinions, worked examples and things that went wrong. the platform rewards specifics and punishes corporate register.
the highest-performing format is usually a single clear claim, a short explanation, and what it means for the reader. no thread, no hook stacking.
and answer what the buying committee asks internally — cost, integration, risk. that content gets forwarded, which is the real distribution here.
— 03cadence and pipeline
two to three posts a week, sustained, builds an audience faster than a daily sprint that burns out in a month. measure the right thing too: not likes, but profile visits, connection requests and inbound dms — that is where linkedin pipeline actually shows up.
two or three times a week, sustained, from a person. daily is unnecessary and weekly is too little for the network effect to build.
reply to every comment on your own posts. the conversation under a post does more for reach than the post does.
and connect deliberately rather than broadly. a network of five hundred relevant people outperforms five thousand random ones.
— 04what to measure
profile views, connection requests from your target segment, and meetings booked. impressions on linkedin are close to meaningless.
and track how long the gap is between first engagement and first conversation. in b2b it is often months, which changes how a quarter should be read.
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