Scroll through LinkedIn and you will find yourself pausing at a face more often than at a logo. Posts from people usually get far more reach than posts from company pages. Video is growing quickly too. For many B2B companies, the founder is therefore the strongest channel they have.
That does not mean you have to become an influencer. You do not have to post every day, and you do not have to do dances. In this article you will read how to become visible as a founder with short videos, what you can share and how to use ads to take your best posts further.
Why people work better than logos
People buy from people. That is especially true in B2B, where a purchase often takes time, costs money and requires trust. A logo does not give that trust. A face explaining how you work does.
The algorithm (the rules LinkedIn uses to decide what you see) also plays a part. Posts on personal profiles feel like conversations. People respond to them more readily, share them more often and see them more often in their feed. A company page has a much harder time building that reach.
There is another advantage. People remember a voice and a face longer than a company name. When someone later goes looking for a supplier, your name comes up sooner.
Why the founder is often the best candidate
As a founder, you know the company from the inside. You know why you started it, which mistakes you saw and what clients really need. Nobody else can tell that story as well.
You also carry authority. A founder who explains something is believed sooner than an anonymous company page. And you do not have to ask permission to post. You can simply begin.
This does not work only for founders. A director, a specialist or an account manager can do the same. But start with the person who knows the business best and is most willing to speak openly.
Share what you know
The biggest question is: what do I talk about? The answer is simpler than you think. Share what you already know. Keep it short, concrete and free of sales talk.
A few topics that almost always work:
- A lesson from a project. What went wrong and what did you change?
- A mistake clients often make. Explain how to recognise it and what you do about it.
- A figure that caught your eye. A result from your work that surprised you, without turning it into a big claim.
- A question you often get. Answer it in a minute.
- An opinion. What do you disagree with in your field, and why?
Take care not to share client details without permission. You can also keep a lesson general, without names. It is about the insight, not about who it happened to.
Video without a studio
Many founders wait for a good camera, a nice room or a professional team. That is not necessary. A short video on your phone works better than a polished production that never gets finished.
A polished video often feels like advertising. A simple video feels like a conversation. That is exactly what you want on LinkedIn.
Stick to a few fixed rules:
- One message per video. If you want to say two things, make two videos.
- Start with the point. Say in the first sentence what it is about.
- Use subtitles. Many people watch without sound, for example at the office or on the train.
- Get the light and sound right. Stand by a window and hold the phone close to you. That makes more difference than an expensive camera.
- Keep it short. A minute is usually enough. Finish with a question or a clear conclusion.
Write a short text of a few lines to go with the video. That text helps people decide whether to watch.
An example from practice
Suppose you are the founder of a software company for installation businesses. You have no marketing department and little time. You decide to record one video of a minute every week. You do it on Monday morning, before your first appointment.
In the first video you talk about a mistake your clients often make when scheduling fitters. In the second you explain what you learned from a failed integration with an accounting package. In the third you answer a question you were asked that very week.
In the first weeks, little happens. A few colleagues react. After two months, a prospect sends a message: he has seen your videos and wants to know whether you can help him think things through. The first conversation then no longer has to be an introduction. He already knows you.
That is not a guarantee. But it is often how it works: trust builds up before anyone makes contact.
Rhythm over perfection
One or two posts a week, for a year, deliver more than a month of posting every day. Visibility is a matter of persistence. People need to see you several times before they remember you.
Make it easy for yourself:
- Choose a fixed time each week to record.
- Note down ideas as soon as you have them, for example after a client conversation.
- Record several videos in a row and schedule them.
- Respond to comments within a day. That way it stays a conversation.
Not every video will succeed. That is part of the process. After a few months, look back at what worked and do more of it.
Combine it with ads
Organic reach (reach without paid promotion) is welcome, but limited. With ads you bring your best posts to the right audience. You can choose, for example, by job title, industry or company size.
A good approach is this. Post a video organically. After a few days, look at which posts are doing remarkably well. Put a budget behind them, so that people who do not yet follow you see them too. LinkedIn also offers ads that run from a personal post, so that your face stays above the sender.
Make sure you can measure what it delivers. Think of visitors to your website, completed forms and conversations you can link to it. With good tracking you can see which videos produce not only viewers but also enquiries. Then you know where to put more energy.
Frequently asked questions
Do I have to be on camera myself, or can an employee do it too?
An employee can do it too. Choose someone who knows the trade and likes to talk about it. For a young company, the founder often works best, because they can tell the story most convincingly.
How long will it take before I see results?
Expect several months of regular posting. The first weeks are about getting used to it and learning. Results are usually not a spike, but a slow build-up of awareness and trust.
What if I do not like being in the spotlight?
Start small. Record a video and keep it to yourself at first. Then share what you know, not who you are. You do not have to perform, only to be helpful. You will get used to it faster than you think.
Book a free 30-minute introductory meeting
Do you want to become visible on LinkedIn with your own face, but are not sure where to begin? Or do you already have videos online and want to know how to get more out of them with ads?
Book a free 30-minute introductory meeting with Adventio Marketing in Amersfoort. Together we will look at your situation, your audience and your options. You will get concrete ideas you can use straight away, even if you then carry on by yourself.
