LinkedIn marketing for businesses with long sales cycles
The most precise B2B targeting available and the most expensive clicks in digital advertising. That combination means LinkedIn rewards precision and punishes broad campaigns harder than any other platform.
Organic and paid do different jobs here
Organic LinkedIn builds familiarity with people who are not currently buying. Most of your audience isn’t in market — a common estimate is that only a small minority of any B2B category is actively buying at any moment. Organic content’s job is to be the name they already recognise when they enter the market months later.
Paid LinkedIn reaches people you can’t reach otherwise. Job title, seniority, company size, industry and named account targeting are genuinely precise. The clicks cost multiples of other platforms, which is fine if the deal size justifies it and ruinous if it doesn’t.
Personal profiles outperform company pages substantially. LinkedIn’s distribution strongly favours individual accounts. A founder posting consistently will reach more relevant people than a well-run company page, which is an uncomfortable fact for companies that would rather not depend on an individual — but it’s the reality of the platform.
What’s included
Organic
- Content strategy built around what your buyers actually need to believe
- Founder and employee profile optimisation
- Ghostwritten posts in the individual’s own voice, approved before publishing
- Carousel and document posts, designed by Saif
- Comment strategy — often higher-return than posting, and almost always neglected
- Employee advocacy programme
Paid
- Campaign strategy and structure
- Audience build — job function, seniority, company size, industry, named account lists
- Ad formats: single image, carousel, document ads, message ads, lead gen forms
- Ad copy and creative
- Lead gen form optimisation and CRM integration
- Conversion tracking and Insight Tag setup
Pricing
| From | |
|---|---|
| LinkedIn organic management | $600/month |
| LinkedIn Ads management | $700/month + ad spend |
| Both | $1,100/month + ad spend |
| Profile optimisation (one-off) | $200 |
| Content strategy only | $400 |
Recommended minimum LinkedIn ad spend: $600/month.
FAQ
How much does LinkedIn marketing cost?
Organic LinkedIn management starts at $600 per month. LinkedIn Ads management starts at $700 per month plus your ad spend. Both together start at $1,100 per month. One-off profile optimisation costs $200, and a standalone content strategy $400.
Are LinkedIn ads worth the cost per click?
Only if your deal size supports it. LinkedIn clicks typically cost several times those on Meta or Google. That’s justified when you’re selling a £10,000+ contract to a specific job title at a specific company size, and it isn’t when you’re selling a £30 product. We’ll tell you honestly at the audit stage whether your economics work — it’s the most common reason we decline LinkedIn ad work.
Should we post from the company page or personal profiles?
Personal profiles, primarily. LinkedIn’s distribution heavily favours individual accounts, and posts from a founder or subject matter expert reach substantially more relevant people than equivalent company page posts. Keep the company page current for credibility, but put the content effort into people.
Do you ghostwrite posts for our founder?
Yes. We write in their voice, based on their actual views gathered through short recorded conversations, and nothing publishes without their approval. The material has to come from them — a ghostwriter inventing opinions produces content that reads hollow and can’t survive a comment asking a follow-up question.
How long does LinkedIn organic take to work?
Three to six months before it produces meaningful inbound. LinkedIn organic works by accumulating familiarity with people who aren’t currently buying, so the return arrives when they enter the market — which is by definition later. Accounts that stop at month two conclude it doesn’t work, which is a measurement error rather than a finding.
What are LinkedIn lead gen forms and should we use them?
Native forms that pre-fill from the user’s LinkedIn profile, so they convert at much higher rates than sending traffic to a landing page. The trade-off is lead quality: a one-tap form produces some leads with very low intent. They’re excellent for content downloads and worth testing against landing pages for demo requests, where the extra friction filters usefully.
Related
LinkedIn content needs carousel design. For a full content programme, content marketing. B2B websites benefit from SEO for the research stage of the same buying process.
Tell us what you need.
You’ll get a scope, a price and a timeline within one working day — no call required unless you want one.