LinkedIn Marketing for Small Business-to-Business Firms
The fourth eBook in the Paid Growth and Campaigns category. It assumes you've read Paid Ads for Small Businesses and that your customers are other businesses, not consumers. From here it goes deep on the specifics of LinkedIn for a small business-to-business firm with one or two people doing the work: organic posting, outreach without spam, repurposing and small paid campaigns.
Members ebook·7 chapters· 35 minute read
Chapter 2
Founder Profile and Company Page
How to set up a founder profile that earns the click and a company page that doesn't undermine it - in an afternoon, without a designer.
On LinkedIn, the founder profile does most of the work and the company page does the rest. People click on names, not logos. They read profiles, not company descriptions. They follow individuals, not brands. A small business with a strong founder profile and a basic company page consistently outperforms a small business with a polished company page and an empty founder profile, because the platform is built around people first.
The setup takes an afternoon and doesn't need a designer or a copywriter. What it needs is honesty about what you do, who you do it for and the small set of details that earn the click in the first three seconds of someone hovering on your name. Most small business founder profiles fail those three seconds because they were written years ago, list a job title that no longer fits, and have a header that says nothing.
This chapter walks through the small set of changes that turn a passable profile into a profile that earns the click. By the end you'll have a clear setup for your own founder profile and a basic company page that supports rather than undermines it.
The full chapter walks through the seven changes that earn the click on a founder profile, the smaller set that matter for a company page and the recurring profile mistakes that quietly cost you connections.
The seven changes that matter on a founder profile
Founder profile changes that earn the click
Headline: one specific sentence about who you help and how (not your job title)
Profile photo: a clean recent head-and-shoulders shot, taken on a phone in good light
Header image: a simple band with the firm name, what you do, and one line of proof
About section: 100-200 words, second person, ending with a clear next step
Featured section: three things - a recent post, a useful guide, a way to start a conversation
Experience: current role first, with two-three lines on what the firm actually does
Skills and recommendations: real ones from real customers, not platform suggestions
Of those seven, the headline does the heaviest lifting. 'Bookkeeper at Acme Ltd' tells nobody anything. 'I help self-employed tradespeople in South Wales keep tax simple' tells the right person they should click. The rule is: if a stranger reading the headline can't tell what you do and who you do it for, the headline is failing.
Writing the About section
The About section gets read by people who already clicked. They want to know whether you're worth a conversation. Write it in second person, plain English, between a hundred and two hundred words. Open with the kind of person you help and what they're trying to do. Two short paragraphs about how you help and what makes the work different. Close with a clear next step - book a call, download a guide, send a message. No third-person bio. No 'as a passionate', no 'innovative'. Just the work, the customer and the next step.
The Featured section
Three featured items work for almost every small business. A recent post that shows the kind of thinking you do. A useful guide or article (the lead-magnet chapter covers what to put here). A simple way to start a conversation - a Calendly link to a fifteen-minute call, a contact form, an email address. Three is enough. Six is too many - the section becomes wallpaper and gets scrolled past.
The company page
The company page is mostly a credibility signal. Most people will glance at it once and never come back. Cover the basics and stop there. Logo. One-line tagline that matches the founder profile headline. About section in three short paragraphs. A current banner image that's recognisably yours. Post once a month or so, mostly customer stories or company news worth sharing. Don't try to run a parallel content programme on the page - the audience is too small and the time is better spent on the founder profile.
Recurring profile mistakes
Profile mistakes that quietly cost you
An old job title that doesn't match what you actually do now
A profile photo from a different decade
Buzzword-heavy headlines that say nothing specific
An About section in third person that nobody believes
No Featured items, so the profile dead-ends
Empty company page that contradicts the founder profile's credibility
What to do this week
Block an afternoon. Make the seven changes on your founder profile. Update the company page basics. Ask one trusted peer to look at both and tell you whether the headline and the About section earn the click. The next chapter is about posting, and posting works much harder when the profile already does its job.
Recurring principle: build trust before asking for action. The profile is the first instalment of trust. The earlier eBook Brand Strategy is the deeper version of how the founder voice and the firm voice fit together.
The rest of this chapter walks through the practical steps, the templates and the checklists you need to put it into action. It includes worked examples, copy frameworks and the small decisions that make the difference between a plan that sits in a drive and one that gets used.
Inside you'll find a step-by-step playbook, a downloadable template, a checklist you can run this week and a short list of common mistakes to avoid before you start.
The full action plan, broken into weekly steps.
Ready-to-use scripts, templates and checklists.
Worked examples for different sized businesses.
Common mistakes and how to avoid them.
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