The LinkedIn Playbook for B2B Brands Ready to Lead

Your buyers swipe past a few hundred posts before their 9am stand-up meeting, and only one kind of content makes them tap the brakes: the kind that actually helps.

This guide gives you seven rules with action items that will turn your company’s LinkedIn feed from background hum to bookmarked resource.

Principle: Shift from “Look what we made” to “Here’s why we made it this way.”

Why it works: Buyers want context. Explaining your decisions signals that you understand your audience’s challenges and create/act with intention.

Put it to work:

• Micro-breakdowns: Pair every showcase post with a one-sentence rationale. 
  • Instead of: “Check out our new product launch.” 
  • Try: “We engineered the packaging with interlocking corners so it ships flat and assembles on-site in seconds—saving our client 40% on freight to remote locations.”
• Swipeable carousels: Slide 1 = finished product. Slides 2–3 = brief, constraints, payoff.

Principle: Teach first. Sell later.

Why it works: The LinkedIn algorithm favors saves, shares, and meaningful dwell time. Educational content builds mindshare.

Put it to work:

• Monthly LinkedIn Articles: 800–1,200 words on industry pain points.

• Data-backed posts: Drop a stat, cite the source, and add a takeaway.

• Document uploads: PDF carousels are great for checklists, case studies, or templates.

Principle: AI can generate words; only you can show real people behind them.

Why it works: Community sells, even in B2B. Faces and stories make your company memorable and approachable.

Put it to work:

• Weekly expert posts: Share a tip, story, or moment from someone on your team.
• Celebrate often: Work anniversaries, wins, events; tag your people and cheer them on.
• Day-in-the-life reels: Use 30-second vertical videos to show what different roles look like.

Principle: One 30-minute Subject Matter Expert (SME) interview = 20+ snackable clips.

Why it works: Video gets 3x more engagement on LinkedIn. You don’t need a studio, just clarity and consistency.

Put it to work:

• Book a Zoom meeting with an internal expert.
• Ask 10 FAQ-style questions your audience cares about.
• Cut each answer into stand-alone clips.
• Use tools like CapCut or Descript to edit, caption, and post.

Principle: Talk with your audience, not at them.

Why it works: The algorithm rewards engagement. More importantly, your buyers remember brands that listen.

Put it to work:

• Comment everywhere: Use your company profile to drop smart comments in your feed weekly.
• "Show us yours" threads: Invite your audience to participate (e.g., trade show booths, design fails, favorite campaigns).
• Fast replies: Respond to every comment within 24 hours. It doubles your engagement rate.

Principle: Tag to include, not to game the algorithm.

Why it works: Strategic tagging increases reach when the tagged party engages or is relevant.

Put it to work:

• Tag clients or collaborators who were directly involved.
• Tag people in photos and in the caption.

Principle: Don’t let a great post lead to a dead-end profile.

Why it works: Many prospects click to your company page after seeing great content. Make sure it delivers.

Put it to work:

• Clear headline/tagline (not just a company name).
• Banner image that shows what you do.
• Fresh "About" copy that speaks directly to your ideal customer.
• Regularly update the "Featured" section with posts, job openings, or guides.

You’ve heard “Our people are our greatest asset.” Prove it. Feature employees so often that your feed looks like a staff directory. It’s organic, it’s unique, and AI can’t fake someone’s fishing photo from the Kenai River.

Need a fresh set of eyes on your LinkedIn presence? Drop us a line, and let’s make your feed un-ignorable.