In this article
Before posting: the niche, the list and the hour
Decide who the posts are for — the owner or director of the kind of business the firm wants more of — and what they worry about, from the last twenty engagements. Build the list: two hundred businesses that fit the niche, the decision-maker in each, found through LinkedIn search, associations and the referrers. Block the hour a week in the partner’s calendar, because LinkedIn works on consistency and fails on enthusiasm. Decide who drafts — the partner alone, or the partner in a twenty-minute voice note and someone else writing it up — and that the partner approves every word.
Read the profession’s rules on solicitation; posting what you know is allowed everywhere, and it is also what works.
Optimise profiles and positioning
The headline says whom the partner helps and with what — “Helping owner-run manufacturers see which products make money · Partner, [firm]” — not the job title, because the headline travels with every comment and connection request. The about section is written to the buyer: the problem, what the partner does about it, the evidence, and how to start a conversation, in the first person, with a line on what they believe. The experience section is the engagements that matter, described as problems solved. The banner names the firm and the niche; the photograph is recent and looks like a person you would call. The featured section carries the case study, the diagnostic offer and the best piece.
The firm page exists, is complete and links to the site, but the partners’ profiles are where buyers go. People follow people; a firm page with two hundred followers and a partner with three thousand is the normal shape.
Build a repeatable posting and outreach rhythm
One post a week, from the partner, on one thing: what a client got wrong and what to do instead, what the partner sees in the businesses they visit, a question a buyer asked and the answer, a belief about the field a competitor could disagree with. Short paragraphs, the point in the first two lines, no hashtags to speak of, a case or a number where there is one, and the firm’s site linked in the first comment rather than the post. The pieces on the website are the raw material: each becomes three or four posts. Comments answered the same day, because the conversation is the point.
Outreach, an hour a fortnight: connect with twenty people from the list with a note that says why — a shared sector, a piece they might find useful — and no pitch. To those who accept and engage, a message a fortnight later with something useful: the checklist, the case study that concerns their sector, a question about their business. To those who reply, the diagnostic offer. Nobody on the list receives a message that could have been sent to anyone.
Link LinkedIn activity to CRM follow-up
Every person from the list who connects, engages with a post or replies to a message is recorded in the CRM with LinkedIn as the source and the interaction noted, because a consultant’s pipeline is built from these signals over months and a memory cannot hold them. The follow-up sequence lives there: the useful message, the diagnostic offer, the call booked, and a monthly touch for those not yet ready — the new piece, a note on a rule change that affects their sector. Enquiries that come through the site after a post are attributed to LinkedIn by asking on the first call.
Measure monthly: profile views from the niche, connections accepted from the list, replies, conversations booked, diagnostics sold and engagements won with LinkedIn as the first source — and not impressions or likes, which reward posts written for other consultants.
Worksheet · use it here or print it
LinkedIn content and outreach planner
One partner, one quarter, one page. The hour a week is the constraint, so the plan is small: a profile, a theme list, thirteen posts, and a list worked considerately.
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Mistakes, and what working LinkedIn marketing looks like for a firm
The mistakes: the firm page instead of the partners; a headline that is a job title; posts about awards and events; content written by an agency in nobody’s voice; posting daily for a month and then not at all; connection requests with a pitch; messages that could have gone to anyone; and no record of who engaged, so the signals are lost. A safeguard: read the last five posts and ask whether a client — not a peer — would have found each one useful.
Working LinkedIn marketing for a consultant looks like a partner known in their niche for a point of view, a weekly post that buyers and referrers read, a list worked considerately over months, and a CRM that shows which conversations began there. This is the LinkedIn programme we run with consultants and advisory firms — the profile rewrite, the list, the posting plan and the drafting from the partner’s notes, the outreach sequences, the CRM link and the monthly numbers — an hour of the partner’s week, and the free audit starts with the last five posts and who they were for.
Questions owners ask
Should we post from the firm page or the partners’ profiles?
The partners’ profiles. People follow people, and a partner’s judgement in public is the trust signal buyers respond to. Keep the firm page complete and let it reshare the partners’ posts.
How often should a consultant post?
Once a week, every week, for a year — that beats daily for a month. One considered piece on what clients get wrong is enough; consistency is what builds the following.
Can someone else write the posts?
Someone else can draft from a partner’s twenty-minute voice note and edit; the belief and the examples have to be the partner’s, and the partner approves every word. Posts written by an agency in nobody’s voice are recognised as such.
Does outreach on LinkedIn work or is it spam?
A considered note to a defined list, with a reason and something useful and no pitch, works over months. A template sent to a thousand people is spam, and it damages the profile it is sent from.
Should we run LinkedIn ads?
For a professional firm with a defined list, rarely; sponsored posts of a genuinely useful piece to the niche can help once the organic rhythm works. Ads before the profile and the posts exist buy impressions from people who cannot yet trust the firm.
What does GullySales do?
The profile rewrite, the list of two hundred, the posting plan and drafting from the partner’s notes, the outreach sequences and messages, the CRM link and the follow-up sequence, and the monthly numbers on conversations rather than impressions. Scoped in the free audit and priced in writing.