When marketing your firm on LinkedIn, it often feels like a trade-off. 

You either optimise for visibility and end up attracting people who won’t buy. 

Or you focus fully on your technical expertise, and your marketing fails to get attention.

Most technical services (especially energy) end up choosing one. 

But you don’t have to.

It’s possible to grow your business brand, build credibility with real buyers,

and support your executive profiles simultaneously.

That’s what my Homebase strategy is designed to do.

For those who aren’t big readers, here’s the TLDR:

This strategy uses your company page and 2 or more senior or executive personal profiles.

• Your company page shares 2+ weekly professional “press release” style posts designed to showcase your technical expertise

  
  

• Each senior personal profile reposts those technical company posts, but explains them in a way that would be understandable to a client or peer, in normal, human language. 

  
  

• Alongside that, each senior profile shares 1–2 fully human posts of their own.

Your business brand shows clear technical credibility through the company page.

Your executive profiles create trust and emotional resonance through human content.

The result? New contracts are coming forward, and a shorter sales cycle for the deals you’re currently working on. 

If you’re still here, I’m assuming you want specifics:

The Essential Small Details:

An accurate target company list and CRM

Without these, it’s not a strategy, it’s hope. 

I cover both for clients, because everything else builds on them. 

Once you have your list of target companies, extract the 3-8 most relevant people to your firm, direct decision makers, the people who influence said decision makers, etc. 

Then find their LinkedIn accounts and add them to your CRM.

I know it’s boring, but don’t skip this. It keeps your sales and marketing intentional.

If a client is targeting smaller companies (sub 50 employees), I usually map out 30-50 companies each month and focus on them. 

However, if a client is targeting large organisations (500+ employees in a specific location), the approach changes. 

In that case, I build 4-6 full hierarchies a month, with 20+ relevant people in each. 

In both scenarios, these are the people you:

-Send personal LinkedIn connection requests to, 

-Engage with over time

-Invite to follow the company page alongside other activities. 

If you’re using 2 senior/executive accounts, each account owns half of the target companies.

Both will connect with each target, but each has a clear primary focus.

Note- don’t use automation software to send connections to the same person from multiple accounts; it looks strange. 

The accurate target list and CRM allow you to never lose track of relevant decision makers and ensure the right people see your marketing efforts. 

The added marketing material

The simplest and most effective way to stay front of mind during long, complex buying cycles. 

There’s no universally best extra marketing channel/material. It depends on your firm's specific strengths and positioning in the market. 

The best place to start is what you hear in sales-centred meetings and the concerns that slow deals. 

If one of your senior leaders is genuinely good on video and comfortable explaining things,

video or webinars can work well. It’s a great way to make the initial sales-focused meetings less awkward, especially when buyers already recognise the person speaking.

If objections tend to sit around specific parts of your process,long-form written content is usually the better option. Articles, blogs, and pitch decks all fit variations of this scenario. 

Long-form content also has a second advantage: it’s the best resource to reuse into digital resources for content and retargeting campaigns. 

A retargeting campaign is where you reach out to people directly that you’ve spoken with. 

This is where the extra marketing materials pay off.

Think of the deal you missed out on last year. 

The one you thought you should have won? I know I remember mine. 

My “It's 2026: Stop Relying on Trade Shows for New Contracts” article was created specifically to send to a contact like that.

This is also where the CRM work becomes important. If you track why deals didn’t close, you can create resources that address those exact reasons, then send them to every relevant decision maker under that umbrella.

It’s far more effective than a vague follow-up message.

(The Scottish Power meeting I booked for a client came from this retargeting + marketing material strategy) 

Why this works year-round (and why most firms burn trust)

Not every part of the year is a good time to push for new contracts; your strategy should reflect that.

There are periods where budgets are active, priorities are clear, and decisions actually get made. Those are your target-rich months.

During these periods, your content and outreach should be more conversion-focused. Your retargeting can be direct, as you’re reminding people you already know exactly how you help.

But in the summer months, or the period around Christmas/New Year's, people are distracted, or decisions get pushed back, you fully focus on giving free value and nurturing the people in your CRM. 

When buying seasons return, you’re already trusted, recognised, and familiar.

That’s how the strategy compounds year-round and steamrolls fast, because we don’t force sales when the market isn’t ready.

This is one place a lot of firms go wrong; they’ll hard sell in non-target-rich environments and ruin their perception in the market. 

The other place is they don’t sell at all!

-Note. Yes, target-rich is a Top Gun reference. My favourite film of all time! 

Now the essential, small details are covered, it's time for the core strategy.

The content

You’ll remember in the TLDR: 

• Your company page shares 2 professional, technical posts each week.

• Your senior personal accounts repost those company posts, but explain them as you would to a client or peer (human language) 

• Each personal account shares 1-2 unique, human posts each week.

  
  

Here’s what this looks like in practice:

The Company Page

Start with what you already have. 

Think of the technical white papers you’ve written about your projects, or your case studies, or the blogs/articles on your website. 

These are exactly what your company page should be posting, just adapted for LinkedIn.

LinkedIn is a first-impression platform, especially early on. So instead of dropping a full article into a post, summarise it into 6-8 short paragraphs. 

Show the main point of the longer piece of content, then link the full resource at the end of the post, or in the comments.

The people interested in reading the company page before the human reposts are almost always the qualified buyers; get them into your company's ecosystem.

The Personal Re-posts

There are a few ways to approach these; it depends on the original company post and your style: 

1. The casual summary that leads into the longer form piece of content. Take the technical company post and explain it as you’d describe it to a client, a peer, or someone outside the industry. This is where the emotional resonance comes from, and why first sales conversations feel easier.

   
   

2. The personal story of said project. This works especially well with case studies. Talk about a challenge in the project, what it took to get the result and what it changed internally, or for the client. It keeps the expertise, but adds context.

   
   

3. The “twist the knife” repost. This is more deliberate. Focus on the specific problem the company solves, explain how that problem shows up today and why it’s more painful now than it used to be. This is the repost you make after a sales conversation, when you want the buyer to see themselves in the problem you solve (hence “twisting the knife in”) 

Choose the repost style that best fits the original company post and your style

The Unique Personal Posts

When I say ‘personal posts, ’ I don’t mean the LinkedIn influencer-style posts. They’re not relevant to complex buying cycles. 

I mean the conversations you’d normally have at a trade show or conference.

Things like:

• How did you get to this point in your career/business

• Where do you think the market is going, and how are you going to adapt to it

• Interesting or unusual things you’ve seen on the job

Don’t overthink it. Have some fun. 

The goal is to replicate those in-person touchpoints, but faster and at scale. You’re not trying to prove expertise here. The company content handles that, and reposts cover the expertise.

You’re just showing that you’re likeable and someone people would be comfortable doing business with.

Which shouldn't be too difficult, given you’re reading this! 

Note- If you want to see some past clients' content, drop me an email or Dm on LinkedIn, and I’ll send some through. It will likely be easier to show than tell. 

A Few Important Notes On Content

Be careful of long paragraphs in your posts. You shouldn’t write 4 words a line like a LinkedIn influencer, but if you have more than 3 lines before a line break, people will keep scrolling.

• Attachments matter. For company pages, clean graphics work well. For personal posts, photos of you at work are ideal, but only when relevant.

• Repurpose your best performers. You’ll remember you’ve posted about something before. No one else will. Repetition is how you build perception. 

Using DMs and LinkedIn Groups The Right Way

I probably don’t need to say it, but don’t send a 3-paragraph cold sales pitch to potential customers.

My homebase strategy is about replicating the good from trade shows, just in a more time-efficient way. 

The first message should be your classic introduction: get in, get out. Don’t force a sales conversation immediately.

If I were going to do it, I’d send something like:

“Hey (name), I’m Joe, nice to virtually meet you. I run my own business helping energy service firms acquire customers through an always-on market presence. 

I look forward to learning more about what you do through your posts and our interactions.

-Joe”

A simple, straightforward introduction. If the conversation progresses, exchange 2 or 3 messages and come back later. 

Let the posts build trust. Even if they don’t engage, they will read some. 

If they haven't reached out to you, 2-3 weeks later, drop them another message. 

If you have context, use it. Reference a post they shared or a previous message.

If you don’t, send a relevant piece of marketing material. Make an educated guess using public information.

For example, if it’s likely their firm is heading toward net zero compliance, send them an article that helps them think about a roadmap.

If someone is replying thoughtfully, that’s a signal. You’ll know they’re receptive. Mark this as a positive signal in your CRM and make sure you keep in touch. 

The best follow-ups either reference a previous conversation or send material that speaks directly to their current situation.

LinkedIn groups, on the other hand, are a great place to find content to engage with and for occasionally resharing your own posts where it’s genuinely relevant. It’s the easiest way to borrow attention from an already credible audience.

What This Looks Like In Practice!

It probably makes sense to show what this approach has actually produced.

Here are a few outcomes from firms using this strategy:

-£70,000 in closed contracts within 6 months for a supply chain consultancy.

-Meetings secured with companies valued at $37bn, £22bn and £2bn.

-Sales cycle reduced from 8 months to under 4 months for a project management consultancy, and £50k in new contracts.

-£450k in total client revenue generated and 200+ qualified sales meetings delivered.

None of this came from hard selling on LinkedIn.

It came from staying visible, being useful, and letting trust compound over time.

If you want to explore whether the homebase strategy makes sense for your firm, you can book a conversation via the calendar link in my website footer.

Either way, thank you for reading.

– Joe