Updated 22 October 2026.
A useful LinkedIn strategy starts with the work you want and the people involved in buying it. Posting is one part of the job, alongside research, profiles, relationships and follow-up.
Define the commercial brief
Write down your services, delivery area, capacity and the types of projects you want more of. Identify the organisations that fit, then the roles involved in your kind of package. Avoid treating every construction job title as a buyer.
For a product, technical specifiers and commercial purchasers may need different information. For a subcontractor, an estimator and a project team may be relevant at different stages.
Make the profiles useful
Explain what the business delivers, where and for whom. A director's profile and the company page should agree on the offer. Link to a relevant project or service page, rather than leaving someone to infer capability from a headline.
Read the profile checklist and About-section guide for the detail.
Build a content plan from real work
Useful starting points include a project constraint, an installation sequence, a technical question, a completed milestone or a lesson from delivery. Explain your own role and the evidence available.
Choose the format around the material. A short explanation may be enough; a sequence of approved photographs may need captions. Neither a carousel nor a personal profile guarantees more useful enquiries.
Make engagement relevant
Read the work of people you want to know. Contribute something specific when you can help. A comment should make you recognisable for useful experience, rather than simply repeat praise.
Connect with context and introduce the business when relevant. Do not assume a current requirement exists. Record replies and agreed actions; follow-up should fit the conversation and respect a lack of interest.
A first 90-day activity plan
| Period | Work to organise |
|---|---|
| First month | Agree targets, review profiles, map existing contacts and prepare project material |
| Second month | Sustain useful content and engagement, make relevant introductions and handle replies |
| Third month | Review audience fit, conversations and any genuine requirements; adjust the next actions |
This is a planning sequence, not a forecast of when the first enquiry or contract will arrive. Work can overlap and the pace depends on the input available.
Decide who owns each part
Someone needs to provide facts, approve content, conduct the agreed activity and handle technical or commercial questions. An agency does not remove the need for your expertise.
Make the routine sustainable. A smaller programme carried through properly is more useful than a busy calendar that nobody can approve or respond to.
Review commercial progress honestly
Reach, connections and replies can show whether the activity is finding an audience. Enquiries, tender invitations and work won show different stages of commercial progress. Connect the reporting with the opportunities your team recognises, without assuming one post caused a sale.
Compare in-house and agency support or see the managed service and packages.
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