LinkedIn for owners.

People before company page

On LinkedIn, people mainly follow people. In practice, a post from the owner usually gets more attention than the same text on the company page. That does not make the company page superfluous. It is the proof; the owner's profile is the voice.

The profile as a business card

A current photo. A good portrait, ideally taken in your own business.

A line that says something. Under the name, not just "Managing Director", but what you do and for whom: "We mill what others can't. For medical technology and aerospace."

An about text in your own words. Three or four sentences and a way to get in touch. Anyone visiting your profile wants to know whether they are in the right place.

What to write about

You do not need an editorial plan, you need your last customer conversations. What do customers keep asking? What often goes wrong? What did you learn on the last job? Those are the posts someone from your sector really reads, and that no competitor can write in the same way.

Stay concrete and confidential at once: how to show work without naming names is covered in the article on references without customer names.

One conversation or technical article can become several posts. If you cannot manage that on the side, you can hand it over. The topic and the stance stay yours.

A rhythm that lasts

Once a week is enough if it happens every week. Resolving every three months to post daily from now on achieves less.

Comments count just as much. A factual reply under a post from a customer or trade association starts conversations with the right people. And connection requests after fairs and meetings are quickly sent, with one sentence on where you met.