Last updated: 1 November 2026
To win on LinkedIn, post as yourself rather than the company page, fix your profile before you post, publish three posts a week drawn from work you already have, and spend ten minutes a day commenting in your local industry. Reputation builds slowly, and the shortlist forms long before a buyer fills in a contact form.
Your next commercial client is on LinkedIn right now, between meetings, half watching their feed. They are not searching for a supplier yet. But when the brief lands in three months, the names that come to mind are the ones they have been quietly watching.
Many Australian business owners miss this. LinkedIn is not a place to broadcast. It is where reputation turns into enquiry, slowly, in the background, while corporate and commercial buyers scroll at work. Showing up there with something useful is how you move from unknown to obvious choice.
Here is the approach I give clients, and use myself. It is built for a busy founder, not a full time creator. The whole thing runs on work you already have.
Post as yourself. Your personal profile does the work, and the company page exists so the brand reads as real when someone checks, and not much more.
Audiences connect with a face, a point of view, a person who clearly knows their trade. A company page posting on a schedule feels like a press release. A founder sharing what they learned on a job this week feels like a conversation. The first gets ignored. The second gets remembered.
So lead from the front. Post as yourself. Let the company page be the supporting act that confirms you are a going concern with real clients.
Get the headline, photo, Featured section and About section right first. A profile that loses people in the first three seconds wastes every post that follows.
Headline that sells the outcome, not the job title. Try what you do for who, and the result. The buyer should know within one line whether you solve their problem.
A real photo. Clear, current, well lit, looking like the person who would turn up to the meeting. This is a credibility cue, not a vanity one.
Featured section loaded with your best work. A short video, a case result, a piece worth clicking. This is your shopfront.
An About section written in plain first person that reads like you talk, with a clear next step at the end.
Get these right once and every visit from then on works harder.
Three times a week, all drawn from work in hand. Consistency beats volume, and it beats brilliance that shows up twice then vanishes, because one quiet week tells the feed you are not really here.
One insight post. Pull a single idea from an article, a recent job, or a question a client asked. Plain industry insight, in your own voice. No theory, just what you actually know.
One vertical video cut. A short clip from a recent shoot or a piece to camera. A behind the scenes production breakdown does real work here, because it shows how you think, not just the polished result.
One behind the scenes still. A photo from the day, a setup shot, a moment of the team working. It signals the work is real and ongoing.
Video is gaining serious traction for B2B buyers, and it is the format founders most often skip because it feels hard. It does not have to be. A clear thought, said simply to camera, outperforms a polished piece with nothing to say.
Create once and feed twelve weeks. You do not make twelve weeks of posts from scratch, and that is the heart of how I work.
One considered shoot gives you stills, video cuts, and offcuts that keep giving for a quarter. A few solid articles become a dozen insight posts, each one a single idea lifted and reframed. This is exactly why a story driven brand video project pays back well beyond the launch. The footage and the photography become your raw material for months of presence, not a one off asset that goes quiet after week one.
Think of every shoot as a content reserve. The job of the weekly cadence is simply to draw it down, slowly and steadily.
Five errors do most of the damage: posting as the company, corporate jargon, bare link drops, no consistency and no engagement. Avoid these and you are already ahead of most of your market.
Posting as the company, not the person. The logo gets scrolled past. The face gets read.
Corporate jargon. Synergies, solutions, leverage. It signals you have nothing real to say. Write the way you would explain it to a client over coffee.
Link drops. A bare link gets buried. Say something worth reading first, put the link in a comment if you must.
No consistency. Three posts in a week then silence for a month reads as abandoned.
No engagement. Posting into the void and walking away.
That last one is the quiet lever almost nobody pulls.
Because showing up in other people's comments drives profile visits more reliably than your own posts do. Posting alone is half the job.
Spend ten minutes a day commenting on local businesses, prospects, and peers in your space. A considered comment on the right post puts your name and face in front of exactly the people building that shortlist. They click through, they see your sorted profile, they start watching. That is the loop.
For an Australian market this is small. The B2B and corporate space here is connected and word travels. Being visibly useful in your local industry conversation is worth more than chasing reach with strangers.
Good looks like this. A founder with a sharp profile, posting three times a week from a reserve of real work, commenting daily in their patch, sounding like a person. Three months in, enquiries start arriving warm, already half sold, because the buyer has been watching.
None of it needs ad spend. It needs a clear profile, a content reserve worth drawing from, and the discipline to show up. The first two I can help you build. A single considered shoot, planned to be repurposed, is the most efficient way to fill that reserve for a quarter or more.
If you want a hand turning one shoot into a season of presence, start a conversation. I am based in Belgrave and work across Melbourne, the Yarra Valley, the Mornington Peninsula and Geelong, and I produce the visual content that makes the cadence easy to keep.
How often should a business post on LinkedIn?
Three times a week is a rhythm a busy founder can keep: one insight post, one vertical video cut and one behind the scenes still. Consistency matters more than volume.
Should I post as myself or as my company page?
Post as yourself. People follow people, not logos, so your personal profile does the work and the company page confirms the business is real when someone checks.
What should I post on LinkedIn if I have no time to create content?
Repurpose work you already have. One considered shoot gives you stills, video cuts and offcuts that feed a quarter of posts, and a few solid articles become a dozen insight posts.
Does commenting on other people's posts help on LinkedIn?
Yes. Ten minutes a day commenting on local businesses, prospects and peers drives profile visits more reliably than your own posts, and puts your name in front of the people building a shortlist.