Let's start with the uncomfortable part. Most strategies we're shown are really content plans. Plenty about what to post, almost nothing about who to talk to. That isn't a strategy, it's a schedule for staying busy.
The strategy that actually sells
Goal, audience, rhythm and owner. The rest is polish.
Start with the business goal, not the feedWhat should LinkedIn actually deliver? Ten new conversations a month? Three proposals? One deal? Write the number down. Everything else hangs on it. Set a sales goal, not a visibility goal — views can't be invoiced.
Decide who you're huntingB2B on LinkedIn isn't a mass market. It's a selection. Which roles, which industries, which companies? The narrower the list, the sharper every message and every post.
Content is the fuel, not the enginePosts warm people up. They make the right person recognize you when you reach out. But content doesn't sell for you — it opens the door, you walk through it. Post a couple of times a week and spend at least as much time on direct outreach.
Who owns this?This is where most strategies fall. Not on the plan, but on nobody taking responsibility for getting it done. A strategy doesn't execute itself. It's you, or whoever you appoint, who decides the conversations get booked this week.
A strategy that doesn't land in a number of booked conversations is a wish list, not a strategy.
// Sales goal, not visibility goalFocused activity around the right people beats broad reach every time. Better fifty right people who recognize your name than five thousand wrong ones scrolling past — the same reasoning as in followers versus business. Want the shorter, general version? It's in the one-page strategy.
Drive wins
Knowledge of the platform matters. But drive is what wins.
Whoever knows everything about the algorithm and contacts not a single client will always lose to whoever knows half and makes twenty contacts a week.
// The doing decidesSo start simple. Goal, audience, a content rhythm, and one person who owns the doing. That's the whole strategy. The rest is polish.
One number, one list, one rhythm, one name
Set a sales goal with a number, narrow down which roles and companies you're hunting, set a content rhythm you can sustain, and appoint whoever owns making the contacts. Focused activity beats broad reach every time.
LinkedCoach is one of the Nordics' leading companies in business development on LinkedIn. We help everyone from the one-person business to global companies use LinkedIn for business. And yes, we're known for loving sales.
Frequently asked questions
What is a LinkedIn strategy for a B2B company?
A plan for how you find, work and win clients on the platform where decisions are actually made. Not a plan for being seen, but a plan for selling. Most strategies we're shown are really content plans: plenty about what to post, almost nothing about who to talk to.
What goal should we set?
A sales goal, not a visibility goal. Ten new conversations a month, three proposals, one deal — write the number down. A strategy that doesn't land in a number of booked conversations is a wish list.
How narrow should the audience be?
As narrow as possible. B2B on LinkedIn isn't a mass market, it's a selection. Better fifty right people who recognize your name than five thousand wrong ones scrolling past.
What role does content play?
Content is the fuel, not the engine. Posts warm people up and make the right person recognize you when you reach out, but they don't sell for you.
Why do most strategies fail?
Not on the plan, but on nobody taking responsibility for getting it done. A strategy doesn't execute itself.