• Social Media

LinkedIn and social content that actually generates pipeline

LinkedIn strategy, ghostwriting for executives, company page management, and community engagement. Built around the fact that B2B buyers trust people, not logos, and personal profiles outperform company pages by 5 to 10 times.

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  • The problem

The company page problem

Most B2B companies run social media from their company page and wonder why engagement is flat. Posting from a logo doesn’t build trust. Posting from a person does.

"Our company page has 2,000 followers and every post gets 3 likes. Our CEO's personal profile has 800 followers and posts get 200 likes. Should we just post everything from his account?"

Yes, mostly. Content from personal LinkedIn profiles gets 5 to 10 times the reach of the same content from a company page. The right model is hybrid: personal profiles for thought leadership and perspective, company page for announcements and recruiting. We structure both.

  • What's included

A complete social program

Social Media is structured as a monthly retainer covering strategy, content creation, ghostwriting, and community engagement across the platforms where your buyers actually spend time.

01

LinkedIn content for 2 platforms

Company page and executive personal profile content. Coordinated strategy across both so they reinforce each other.

02

Ghostwritten founder content

Interview your founder or senior team, turn their expertise into polished LinkedIn posts. Published under their name with their review and approval.

03

12 to 16 posts per month

A steady cadence across company page and personal profiles. Tested formats: text posts, image posts, document posts, polls, and video scripts.

04

5 hours per week of community management

Responding to comments, engaging with ICP profiles, and managing DMs that come from content. The follow-through that turns posts into conversations.

05

Monthly LinkedIn article

One long-form LinkedIn article per month, around 500 words, from your founder or senior team. Article posts get deeper engagement than standard updates.

06

Content calendar and planning

3-month content calendar aligned with campaigns, product launches, and sales priorities. Updated monthly based on what's resonating.

07

Performance analytics

Weekly metrics on reach, engagement, profile visits, and inbound conversations. Tied to pipeline, not to vanity metrics.

08

LinkedIn profile optimization

Your founder's profile, your key salespeople's profiles, and your company page all optimized for discoverability and conversion.

  • How it runs

How a Social Media engagement runs

Social builds over months, not weeks. Here’s how the first 90 days usually break down.

Phase 1

Month 1

Voice discovery and setup

Interviews with your founder or executive team to capture voice, expertise, and perspective. Profile optimization. Content calendar built.
  • Voice discovery interviews
  • LinkedIn profile optimization for key people
  • 3-month content calendar
  • First posts ready to launch

Phase 2

Month 2

Publishing cadence begins

Content goes live at a steady cadence. Early posts test what resonates. Community management starts. First inbound conversations begin.
  • 12 to 16 posts per month live
  • Weekly community management
  • First LinkedIn article published
  • Format testing and iteration

Phase 3

Month 3 onwards

Compound and scale

Audience grows. Engagement improves. Inbound conversations turn into meetings. Content calendar adjusts based on what’s working.
  • Consistent publishing cadence
  • Growing follower count among ICP
  • Inbound meetings booked from content
  • Monthly performance reviews

Target: 3 to 5% engagement rate on LinkedIn, growing inbound conversations, profile visits from your ICP.

Vanity metrics like total followers don’t drive decisions. What matters is whether your target buyers are seeing you, engaging with you, and reaching out.
  • FAQ

What people ask about Social Media

LinkedIn is non-negotiable for almost every B2B company. X (Twitter) matters for tech-forward audiences. YouTube is increasingly important for product demos and thought leadership. Instagram and TikTok rarely make sense for B2B unless you’re specifically targeting marketing or design audiences. We focus on the platforms where your buyers actually spend time, not all of them.

Both, and the personal profile usually outperforms. Content from a personal LinkedIn profile gets 5 to 10 times the reach of the same content from a company page. We help structure a hybrid where the founder or executives post their own perspective while the company page handles announcements, recruiting, and broader brand content.

Yes. Ghostwriting for founders and executives is one of the highest-ROI activities in B2B social media. We interview the executive, capture their voice and ideas, then produce content they review and approve before posting. The goal is content that genuinely sounds like them, not generic thought leadership with their name on it.

We measure what actually matters: engagement rate (3 to 5% target on LinkedIn), profile visits, follower growth from your ICP, and inbound conversations or meeting requests generated. Vanity metrics like total followers and total impressions get reported but don’t drive decisions.

Then social media isn’t going to work for you, at least not for personal branding. Company page content can run with minimal executive involvement, but personal-profile content needs at least 30 minutes per week from the executive (interviews, approvals, occasional original posts). If that’s not realistic, we focus the engagement on company channels and recommend a different mix.

  • Start the conversation today

Let's build your social presence

Book a 30-minute strategy call. We’ll talk about your current social media situation, who should be posting what, and map out what a 90-day social engagement could produce for your brand and pipeline.

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