LinkedIn & Social
The one network where you can reach the plant manager by what they do, not by what they browse. Content, campaigns and the CRM path that keeps the conversation from dying in an inbox.
Book your Diagnostic ↗Your buyer is on one network, and it is not the one you post to daily.
LinkedIn marketing at Sell with Marketing means the company page and executive content, organic distribution to the people who actually decide, paid campaigns targeted by job title and company, Lead Gen Forms wired into the CRM, and the report on which posts and campaigns produced real conversations.
For an industrial company LinkedIn is not one channel among several. It is the only place where a purchasing director, a plant manager and a quality lead are addressable by what they do for a living. Everywhere else you are buying an interest category and hoping the right person is inside it.
The work splits in two and both halves are needed. The company page builds the credibility a buyer checks before replying, and the campaigns put the offer in front of people who have never heard of you. A page with three posts from 2023 undoes the campaign, because the first thing an interested buyer does is look you up.
The page, the people, and the path.
- Company page and content calendar: Published on a rhythm, written for a technical reader rather than for a feed: what a machine solves, what a certification actually covers, what a delivery time really depends on.
- Executive content for the people who sign: A post from the general manager reaches further than the same post from the company page, and it is the founder or the technical director a buyer wants to hear from. We write it with them and it stays in their voice.
- Campaigns targeted by job title and company: Not by interest. By function, seniority, company size and industry, and by named account lists when the addressable market is a hundred companies rather than a hundred thousand.
- Lead Gen Forms wired into the CRM: The form fills itself from the profile, which is why it converts. It only earns its cost when the record lands in the CRM with its source attached and a person assigned, and that connection is part of the build.
- Adaptation for the other networks where it applies: The same core reworked for Instagram, Facebook, YouTube or TikTok when the line calls for it, particularly for employer branding. Reposting a LinkedIn text to Instagram unchanged is how a brand looks absent on both.
- The report on what produced conversations: Which post, which campaign and which audience produced replies and meetings. Followers and impressions are context, not the result being sold.
When the sales team is the only distribution you have.
- Manufacturers whose buyers are identifiable by job title but are being reached by interest
- Companies whose LinkedIn page has not been updated since the last trade show
- Technical B2B firms whose founders have authority and no distribution for it
- Businesses running LinkedIn Ads whose leads arrive in an inbox and go cold there
- Industrial exporters who need presence in a market where nobody knows the name yet
- Teams posting on five networks with the same content and results on none
We run this discipline for our own clients, among them Fyware, WAU and Beat Meetings, on their own accounts and with their own reporting. Organic content builds the credibility that gets a reply; paid puts it in front of people who were never going to find you on their own. The Diagnostic says which of the two your case needs first.
Before you sign.
Do you guarantee a number of leads from LinkedIn?
No. What is committed is the work and the measurement: the page and the calendar published on rhythm, the campaigns built and targeted, the forms wired into the CRM, and a report on what produced conversations. Whether a conversation becomes an order depends on who answers and how fast, which is your sales team, and we do not charge a percentage on results the proposal declares out of scope.
Is LinkedIn not too expensive for our ticket size?
The click is expensive and often the conversation is not, because you are paying to reach a named function instead of paying for volume and filtering afterwards. It stops making sense when the deal is small and the buyer is not identifiable by job title, and we say so in the Diagnostic rather than after three months of billing. For a six-figure sale, LinkedIn is usually the cheapest place to find the person who signs.
Should the content go on the company page or on our executives?
Both, and they are not interchangeable. The page is what a buyer checks to decide whether you are a real company, and it needs to be current for that reason alone. The executive profile is what actually travels, because the network distributes people further than brands. We write for both and keep the executive voice as their own.
Do you post for us or do we?
We write, design and publish on the agreed rhythm, and everything passes an approval step before it goes out. On executive content the approval is the person themselves, always, because a post in someone's name that they did not approve is a reputational risk no efficiency justifies.
We tried LinkedIn and got nothing. Why would this be different?
The two usual causes are targeting by interest instead of by function, and leads that arrive with nowhere to land. A Lead Gen Form that fills into an inbox nobody owns produces exactly the outcome you describe. The Diagnostic looks at the account you already have and says which of the two it was, in your own data, before anyone signs anything.
REACH THE PERSON,
NOT THE AUDIENCE.
It starts with the Diagnostic: what standing still is costing you, what fixing it costs, and what gets fixed first — in your own data. Paid work, credited 100% against the fix if you move within 90 days.
Book your Diagnostic ↗