We know. The headline is harsh. But let’s be real – very few people, if any, are going to read your “Looking to reduce downtime? Then it’s your lucky day!” post and immediately call their boss to say, “Drop everything! We need to book a demo!”

Sure, LinkedIn is full of decision-makers. And yes, it’s certainly possible to land customers through the platform.

But those conversions aren’t made through one-off, buzzword-laced posts. They come from trust, relevance, and showing up consistently with content that helps your readers think, plan, or solve a problem.

How do you do that? 

You stop treating LinkedIn like an ad slot and start treating it like a relationship.

Here’s how to do it in a way that works:

Start by actually being helpful

If your content doesn’t teach, guide, inspire, or at least spark some curiosity, then you’re not building value. You’re broadcasting. And there’s a difference.

Ask yourself: What’s the question behind the question my audience is asking? Then answer that. Not with a sales pitch, but with experience, insight, or even just an honest take.

People will remember the post that made them think (not the one that told them what to buy).

Tell stories (skip the hard sell)

Decision-makers don’t make decisions based on specs. They make decisions based on how something fits into their real-world context.

That’s where stories come in. Stories about the challenges your customers faced. Things your team learned. A “before-and-after” that doesn’t read like a case study, but like a conversation.

Be real. Make it relatable.

Speak to humans, not job titles

Just because someone is a VP or director doesn’t mean they want to read a LinkedIn post that sounds like it came from a white paper. Use plain language. Make a point. Use that voice you’d use if you were grabbing coffee together.

Yes, these people are professionals. But they’re also people. Talk to them that way.

Show up regularly (even when you’re not “launching” anything)

Too many B2B companies go quiet until they have “news.” But if the only time you post is when you need something – attention, clicks, leads – then don’t be surprised when no one engages.

The magic happens when you post consistently, without asking for anything in return. When you become part of someone’s feed before you try to get into their funnel.

Make your CTA match the moment

Someone scrolling LinkedIn on a Tuesday afternoon isn’t ready to “book a demo” with a company they just heard of. But maybe they’ll download your playbook. Or follow your page. Or drop a comment.

Think about micro-conversions (i.e., the small, low-friction ways to keep the conversation going). That’s how you build momentum.

Bottom line: You don’t need to write that one perfect post and go viral. You just need to show up and be helpful.

Remember, LinkedIn doesn’t reward the loudest voice in the feed. It rewards the most consistent, the most useful, and the most real. If you’re willing to treat the platform like a long game, you’ll earn something way more valuable than clicks. You’ll gain trust. And in B2B, trust is what gets you into the room.