LinkedIn for a technical SME: stop posting, start replying.
Tuesday, 11:20. Under a manufacturer’s post, an operations manager writes: “has anyone had this problem with switching over to mobile backup?” Twelve people have clicked “like”. Nobody has replied. That is where your visibility is decided — not in your third post of the week.
Published on 4 August 2026 · 5 min read · by the SkyNet technical team
Three posts a week,
and nothing at the end of it.
The advice is everywhere: keep up the pace, consistency pays. It comes from people whose job is the audience. Yours is to be the one people call when the line goes down. It is not the same economics.
On Monday you post “proud to present our new offer”. Nobody has anything to reply to that: no question asked, no disagreement possible, no detail to dig into. A post nobody can reply to receives nothing. On Wednesday you do it again. On Friday you skip it. Three weeks later you stop, concluding that “LinkedIn does not work in our sector”.
Cadence is a fixed cost. It ties up the one irreplaceable person — the director, or the engineer who knows — to produce a text a stranger could have written. The problem was never the frequency.
You do not have a publishing problem.
You have knowledge that never gets out.
What you explain ten times a month on the phone is written down nowhere. It is exactly what your clients are looking for — and it is the one thing an agency will never be able to write for you.
Replying costs less
and carries further.
- Under the posts of manufacturers and suppliers — their posts bring together precisely your customers. A technical answer there is read by people who have the problem today.
- Under your peers’ posts — when a peer describes an outage, you know what they did not say.
- By private message, after a meeting — writing down the answer to the question asked in a meeting is worth more than ten posts.
The rule that separates everything else: a useful answer contains a verifiable detail. Not “we support our clients on this subject”, but: “that green light proves nothing. The only way to know whether your mobile backup takes over is to actually unplug the main link, one morning, having warned your teams.” The first sentence is a business card. The second is proof of competence, and it cannot be made up.
The page confirms it.
People convince.
A company page serves to check that you exist: the address, the headcount, the line of work. It is an identity record. It must be accurate and up to date — it does not create trust, it confirms it.
Trust, in B2B (trade between businesses), is built on people’s profiles. The reason is simple: nobody ever forwards a page to a colleague saying “look what they wrote”. You forward somebody’s message. A comment signed by an engineer who gives their first name and their job is believed; the same text published by the page is not.
So: the page publishes little. The people reply often, and briefly. If you had to keep only one thing, keep the profiles.
Three formats,
and no inspiration required.
- A job explained — what you found on arrival, what you changed, why. Without naming the client, or anything that would make them recognisable.
- An outage told, including your own — what broke, how you saw it, how long you spent looking in the wrong place. It is the most-read format, because it is the only one that cannot be dressed up.
- A reasoned decision — “we turned down this architecture, here are the three reasons”. A reader does not need to agree in order to take you seriously.
The best post of the year
already arrived this morning.
Each of these three formats takes twenty minutes to write — on one condition: write it on the day of the job. A week later, the detail has gone and only generalities remain. Which is to say, nothing.
Four posts
that damage your credibility
- The disguised advertorial — “looking back on a great collaboration”, followed by a sales link. Everyone can see the seam.
- The inspirational quote — it says nothing about you, and it takes the place of something that could have been useful.
- The “we’re hiring” with no context — without the real job, the team and what the person will be doing on Monday morning, it is a classified ad.
- The figure with no source — “73% of companies…”. The first reader who checks costs you more than the post will ever earn you.
The subject of your posts is already inside your company.
A rhythm of a year,
not of six weeks.
Fifteen minutes, twice a week, to read and reply. One post every two weeks, written on the day of a job. That is all. That rhythm holds for a year; “three a week” holds for six weeks.
Impression counters tell you nothing you can act on. Two measures are worth more, and they cost nothing: one line per real conversation (date, person, where it came from — a spreadsheet is enough), and what you are told in a meeting. When a prospect opens with “I saw what you wrote about…”, note it down. It is the only signal that counts.
The four questions to ask to anyone selling you “a LinkedIn strategy”: who will write, by name? On which account will it appear — the page or mine? What are you measuring, and from what date? And what happens if, after six months, nothing has come of it?
We have no performance figure to give you on LinkedIn, and nobody honest has one: it depends on your trade, on your network and on who writes. What we do know how to do is putting the measurement in place before we start, so that “is this doing any good?” has a real answer in three months. What we do not do: promise an audience, buy followers, or sign your name to text you did not write.
What to remember
- Publishing more does not make up for having nothing to say. One precise answer, where the question is asked, carries further than three posts.
- The company page is there to check that you exist. Trust, though, is given to people.
- Three formats are enough: a job explained, an outage recounted, a decision argued through — written the same day.
- Count real conversations, not impressions. And never publish a figure whose source you cannot cite.
Your visibility does not start with a calendar
Website, online shop, search ranking, presence on social networks: we put the measurement in place first, then the content. Tell us what you want people to come and ask you for — we will tell you where to start, and what we will not do.