Why LinkedIn thought leadership beats another sales brochure.

Glossy brochures, feature lists and "why choose us" pages all have their place. But when B2B buyers decide who to trust, they look somewhere else: at what you think.

The 2024 B2B Thought Leadership Impact Report from Edelman and LinkedIn, based on nearly 3,500 business leaders across seven countries, found that 73% of decision-makers see thought leadership as a more trustworthy basis for judging a company than its marketing materials.

Most of your buyers aren't buying (yet)

The same research highlights that 95% of business buyers aren't actively in the market at any given moment. That's the real job of thought leadership: to be remembered by the 95% so you're the obvious choice when they become the 5%.

Why LinkedIn?

Because that's where the decision-makers are. DataReportal estimates LinkedIn's UK audience is equivalent to 68.9% of the UK population. And personal profiles tend to get more attention than company pages, because people buy from people.

How to do it without it eating your week

• Pick three topics you want to be known for, and stick to them.
• Share opinions and stories, not just news. "Here's what I learned" beats "We're pleased to announce".
• Be consistent. Once or twice a week, every week, beats a burst and then silence.
• Get help. We interview you, draft in your voice and you approve. That's our LinkedIn service.