How to build a LinkedIn presence
Feeds die from inconsistency, not lack of talent.
Post from a personal account rather than a company page, about specifics only you could write, consistently rather than frequently. It is a memory channel rather than a demand channel, so judge it on whether your name surfaces in inquiries months later, not on follower count.
Is it a fit?
Voice
One person writes it and it sounds like them, because a company voice reads as nobody.
Rhythm
A schedule that survives a busy month, not a burst followed by silence.
Point
Each post is about a problem your buyer has, not about your week.
Start here. You get back what one inquiry is worth, so the time going in has a number next to it.
What an inquiry is worthWork it out in a minute
Four numbers. Shows whether more inquiries or better conversion is the cheaper thing to fund next.
The plan
Do these six, in order
A time against each one and a way to tell it is finished.
Write the three claims
What you want the company associated with. Three sentences.
1 hour · Done when nobody in the room argues with them
Build the voice guide from your own words
Pull twenty sentences you have already written and mark what they share.
2 hours · Done when one page describes the voice with examples
Set a cadence you can hold on a bad week
Not the one you can hold on a good week.
30 minutes · Done when the slots are in the calendar for the quarter
Post from the person, not the page
Keep the company page for proof and the profile for the argument.
1 hour · Done when the profile headline says what the business does
Comment before you publish
Ten posts from people who buy what you sell.
20 minutes a day · Done when ten comments in a week drew replies
Count conversations, not impressions
Inbound messages and calls booked.
15 minutes a week · Done when the sheet has a conversations column
Most company LinkedIn pages fail for the same reason: they post like a company. Announcements, milestones, congratulations, occasional jobs. All of it true, none of it something a person would stop scrolling for.
What works is closer to publishing than to marketing.
01.Decide what the company stands for
Decide what the company argues for, not just what it sells. What do you believe about your market that most of it gets wrong, and what would you be willing to say publicly that a competitor would not.
That position is the thing worth returning to.
02.Build a voice guide from your own words
Pull the language from things already said out loud: sales calls, client emails, the way the founder explains the work to a friend. That vocabulary is the voice, and it is already sitting in your inbox and your call recordings.
Write down the phrases you use and the ones you refuse to use, and keep it to a page.
03.Commit to a cadence you can hold
Pick a frequency you can hold in a busy month rather than an ambitious one. Twice a week, sustained for a year, beats daily for six weeks followed by silence, both for the algorithm and for how you are perceived.
Batch the writing.
Twenty minutes with a practitioner from our team, and you leave with a plan for your specific situation.
Talk to an expert04.Lead with the founder profile
Personal profiles outperform company pages by a wide margin, because people follow people. The founder or a senior practitioner should be the front of this, with the company page as the supporting asset rather than the main one.
This is uncomfortable for people who would rather hide behind the brand, and it remains true anyway.
05.Engage before you broadcast
Spend more time in other people's comments than on your own posts, especially early. Thoughtful replies to people your buyers already read will do more for reach in the first three months than anything you publish.
It is also how you learn what your audience argues about, which is the raw material for everything you write.
06.Track conversations, not likes
Judge it by conversations started, inquiries mentioning a post, and the quality of who is in your notifications. Impressions and likes are the easiest numbers to move and the least connected to revenue.
Give it two quarters before drawing conclusions.
Generic AI-written posts; the feed loses the one thing it had, a voice.
Posting in bursts, then vanishing for weeks.
Measuring vanity metrics while pipeline goes unattributed.
Questions we get
The ones that come up on almost every call.
Company page or personal profile?
Personal, with the company page in support.
How often should we post?
Twice a week held for a year beats daily for six weeks.
What should we post about?
The things you say to clients that they find surprising.
How long until it produces anything?
Two quarters before the signal is real, assuming a consistent cadence.
Most of this is doable in house.
Your results so far
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By Shaheer Shaikh, technology and operations consultant · Updated October 3, 2026
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Shaheer leads the work, with engineers, writers, filers and analysts behind him. C-suite operations for a San Francisco AI company, Six Sigma on the process side, Anthropic certified on the Model Context Protocol, ten years across eight industries. See what we have built
Presence is a means, not an outcome. The inquiry value calculator turns it into an outcome you can check: what one inquiry is worth, and whether more of them or better conversion is the cheaper thing to fund.