Make your expertise clear.
Start relevant conversations.
Give your business and the people behind it a purposeful LinkedIn presence. KOAT helps connect company information, expert perspectives and useful B2B content with the customers you want to reach.
Company Page or personal profile: where should you publish?
Use the company Page for the organisation’s offer, approved evidence and official updates. Use a personal profile for the individual’s genuine expertise, experience and perspective. Both can support the same topic with different contributions. Prioritise according to your audience, available expertise and ability to publish and respond consistently.
Match the message to the speaker.
A LinkedIn profile represents a person. A company Page represents an organisation. That distinction helps determine who should publish a message and how it should be written.
| Consideration | Company Page | Personal profile |
|---|---|---|
| Identity | The organisation and its offer. | The individual and their professional experience. |
| Useful topics | Services, approved cases, company developments and team information. | Practical lessons, professional judgement and experience-based explanations. |
| Voice | A clear, consistent organisational voice. | The person’s own perspective and way of explaining. |
| Production workflow | Managed through appropriate Page roles and approvals. | Draft support with the individual’s review and ownership. |
| Conversation | Responses representing the business. | Professional discussion led by the individual. |
| Main responsibility | Keep organisational claims accurate and current. | Ensure personal claims reflect genuine experience. |
Do not assume one always gets better results.
Audience relevance, existing relationships, content and participation affect performance. Review your own evidence instead of treating personal profiles or company Pages as a guaranteed reach advantage.
One topic. Two useful contributions.
Explain the work
The Page publishes an approved case describing the customer’s situation, project scope, method and outcome.
Explain the decision
A professional involved in the work shares a genuine lesson, trade-off or question that helps others understand the approach.
Connect interest with information
Each contribution guides interested readers towards suitable information or conversation, with the relationship to the business clear.
Keep participation voluntary and genuine.
Team members can contribute their own useful perspective. Avoid assigning identical statements or scripted reactions that imply independent opinions.
Answer the questions behind the purchase.
Business buyers may need to understand suitability, risk, implementation and expected effort before contacting a supplier. Build content around those decisions and the people involved.
Explain a recognisable situation
Describe the issue clearly, including when it matters and which signs deserve closer investigation.
Make the approach understandable
Explain how you assess the situation, make decisions and carry out the relevant work.
Show what supports the claim
Share approved examples with a clear role, measurement period and relevant limitations.
Clarify the options
Compare approaches using consistent criteria and explain which situations each option suits.
Explain the practical commitment
Discuss responsibilities, preparation and dependencies that affect working with your business.
Make the service specific
Describe who you help, what the service includes and what happens after an enquiry.
Build around real expertise.
A professional profile should explain the person’s role, relevant experience and area of contribution. Keep it consistent with their actual responsibilities and work.
For content support, gather ideas through conversations, notes or approved source material. The person reviews the draft for accuracy and voice before publishing.
Useful profile and content inputs
- A clear professional role and area of expertise.
- Accurate experience and business affiliations.
- Customer questions the person regularly handles.
- Real decisions, methods and lessons they can explain.
- Approved examples they are entitled to discuss.
- A suitable route for relevant professional contact.
Write in the first person only when the individual can genuinely stand behind the statement.
Make the organisation easy to understand.
Review the Page’s description, visual identity, website destination and business information. A visitor should understand what the organisation provides and who it serves.
Keep the Page aligned with the website and actual company developments. Assign appropriate administrators and define who approves public information.
A useful Page review includes
- Accurate company name and business description.
- Clear services and customer fit.
- Consistent branding and business details.
- A working destination for interested visitors.
- Current, approved evidence and updates.
- Defined access and response responsibilities.
What KOAT can help you develop.
A clear audience and objective
Define the professional audience, buying questions and business contribution the content should support.
A purposeful company presence
Review Page information and plan the agreed content, publishing and approval process.
Useful posts and explanations
Develop topics, copy and visual content from customer needs and approved business information.
Support for individual expertise
Help clarify positioning and prepare drafts based on the person’s own knowledge and experience.
Clear ownership and participation
Define source gathering, review deadlines, publishing responsibility and conversation handoffs.
A practical review framework
Review relevant audience response and business feedback to guide future content decisions.
Make room for useful conversation.
Respond to relevant questions and contribute to professional discussions with something specific. Use those exchanges to understand what the audience needs to know.
When someone expresses interest, offer an appropriate next step. Clarify who handles the enquiry and record it in your business process where relevant.
Content management and outreach are separate activities.
Define any connection requests, direct messages or sales follow-up separately from content production. Personal account activity remains under the individual’s control.
Page administration should use appropriate permissions. Draft support for personal posts does not require handing over the person’s login credentials.
Assess relevance beyond impressions.
LinkedIn provides Page and member analytics, with different measures available for each. Use them alongside website and enquiry records, keeping their scope clear.
| Signal | What to investigate | Interpretation limit |
|---|---|---|
| Content exposure | Whether content is receiving distribution. | Impressions do not establish unique buyers or intent. |
| Available audience information | Whether the audience appears professionally relevant. | Aggregated information does not identify every reader. |
| Meaningful comments and conversations | Questions, objections and relevant professional response. | Discussion does not automatically become an opportunity. |
| Page or profile activity | Interest in the business or individual. | A visit alone does not confirm buying intent. |
| Website activity and enquiries | Movement towards useful information or contact. | Attribution may not capture the complete journey. |
| Qualified opportunities | Whether enquiries fit the offer and progress. | Requires consistent CRM definitions and a suitable time horizon. |
Compare equivalent conditions.
A company Page and personal profile may have different audiences and publishing histories. Compare each against its intended role rather than declaring a universal winner from raw impressions.
Position. Plan. Publish. Learn.
- 01
Understand the audience
Review your offer, professional customers, existing presence and available evidence.
- 02
Assign the publishing roles
Define what belongs on the Page and which genuine perspectives individuals can contribute.
- 03
Build the content workflow
Gather source material, produce drafts and complete the agreed review and publishing process.
- 04
Review useful response
Use audience questions, analytics and enquiry feedback to guide the next topics and improvements.
What does LinkedIn marketing cost?
Cost depends on the strategy, number of participating profiles, content formats and production requirements. Interviews, design, editing and approval rounds also affect the scope.
We clarify Page management, personal-branding support and publishing responsibilities in the proposal. Paid advertising and outreach are separate items unless explicitly included.
Bring these to the first conversation
- Your company Page and relevant professional profiles.
- Your services and priority customer groups.
- The professionals involved in the buying process.
- Approved cases, methods and subject expertise.
- Available analytics and enquiry feedback.
- Your budget, production capacity and approval process.
LinkedIn marketing explained.
Should we publish on the company Page or a personal profile?
Use the Page for organisational information and approved business content. Use personal profiles for genuine individual perspectives. Prioritise according to audience relevance, expertise and available capacity.
Do personal profiles always get more reach?
Do not assume a universal advantage. Existing relationships, audience relevance, topic and participation affect results. Review your own evidence and the role each presence serves.
What should a B2B company publish?
Answer questions about problems, methods, suitability, implementation and evidence. Explain the practical decisions your intended customers need to make.
Can the Page and an employee discuss the same topic?
Yes. The Page can provide the official context, while the individual contributes a genuine lesson or perspective. Keep both accurate and avoid presenting identical scripts as independent opinions.
Can KOAT help write posts for a founder or specialist?
Draft support can be included using interviews, notes and approved source material. The individual reviews the draft for accuracy and voice and retains ownership of personal publication.
How often should we publish on LinkedIn?
Choose a sustainable cadence with enough time for useful content, review and conversation. There is no posting frequency that guarantees qualified enquiries.
Are articles or newsletters necessary?
Use longer formats when the topic and audience justify them. Check current feature eligibility and production capacity. A recurring publication needs a useful purpose and a sustainable source of material.
Does LinkedIn content management include direct outreach?
Only when specifically included in the scope. Content, Page administration and person-to-person outreach require different responsibilities and workflows.
How do we measure B2B results?
Review relevant audience response, useful conversations and qualified enquiry progression. Allow for the sales cycle and keep attribution limitations visible.
Can you guarantee clients from LinkedIn?
No. Outcomes depend on the offer, audience, demand and follow-up. We define the work and review the evidence to guide practical improvements.
Explain the business.
Let genuine expertise speak.
Let’s define the role of your company Page and professional profiles, then build a content plan your team can sustain.
