The company page has a few hundred followers, most of them employees. The last post is a booth photo from a trade show eight months ago.
Meanwhile, the buyer who will need you next year is on LinkedIn every week. She just never sees you.
Most of your buyers are not buying yet
John Dawes of the Ehrenberg Bass Institute, in research LinkedIn published, estimated that only about 5 percent of B2B buyers are in the market at any given time. The other 95 percent will buy later, from a supplier they already remember.
That changes what LinkedIn is for. It is not where you close deals. It is where you make sure your name is the one that comes to mind when the need shows up.
It is also where buyers look. In a 2025 study of UK decision makers by Magenta Associates, 41 percent named LinkedIn a primary channel for researching suppliers.
People, not the logo
Company pages matter, but people follow people. The owner, the plant manager and the sales lead each have a network your page will never reach.
Owners post the why. Why you started, what you will not do, the customer you are proudest of. A brand story video gives them something worth sharing.
Operations posts the floor. A new machine running its first part, or a new line starting up. A changeover done in half the time. The crew that hit a record.
Sales posts the answers. The question every buyer asks, answered in a minute. Those posts sell for you while you are on the road.
LinkedIn is not where you close deals. It is where your name gets remembered before the need shows up.
What to post
Short video of the real floor. Thirty to sixty seconds, captioned, vertical or square so it fills a phone. People scroll with the sound off.
Your customers saying it. A customer explaining why they stay beats anything you write about yourself. Here is how to ask for one.
Answers, not announcements. Nobody stops for a press release. They stop for an answer to a question they have. Explaining what you do in a buyer's words is a good place to start.
The same thing more than once. The people who saw it in March are not the ones scrolling in September.
Something for the people you hire, too. Candidates look at your page before they apply. A short clip of the crew they would join does more than a job post. More on manufacturing recruitment video.
One shoot day, months of posts
Most manufacturers are not short on stories. They are short on footage. Nothing gets captured, so there is nothing to post.
One planned day fixes that. A single shoot day with us gives you 12 to 15 short cuts, sized for exactly this kind of channel. At Ethos Digital Lounge, one night turned into 28 social videos. Quality Workx, a Burlington contractor, has more than fifty short videos from a handful of shoot days.
Quality Workx is still posting videos we made years ago, and they still bring in work. A good clip does not expire. More on getting the most out of one shoot.
Where video does not help
Posting will not fix an offer nobody wants, and it will not turn into sales in a month. It works slowly, by being there every week when the 95 percent are not ready yet. If your team cannot keep up a weekly post, two good posts a month beat a burst that stops.
The same clips do more work on your own site. Put them on the page with text around them, and they help with getting found in AI search too.
The short version
Only about 5 percent of B2B buyers are in the market at once. LinkedIn is how the other 95 remember you.
People follow people. Owners, operations and sales should all post, not only the company page.
Post short floor video, customers in their own words and answers to real questions.
One planned shoot day can feed months of posts, and good clips do not expire.
Steady beats loud. Two good posts a month beat a burst that stops.