I’ve been significantly more active on LinkedIn over the past few months. I’ve tried to maintain a pace of one new post per day and engage more actively in general. I’ve deliberately thrown out that all-too-familiar nagging thought: “What if my posts don’t give a professional impression of me and Koud?” Instead, I’ve just gone for it and had fun with my posts. Luckily, “fun” is one of the terms we’re happy to have associated with the Koud brand. Business can be serious—we don’t have to be.
But then comes the core question: Why does Koud, a consultant company with deep expertise in software development, want to be highly visible on LinkedIn? Especially when our current clients are large companies, and I doubt that companies of that size would start negotiating deals with unknown firms just because of some flashy social media posts.
The answer is partly in the question itself. Once a company has become familiar through other channels, visibility helps keep it top of mind. With any luck, the company’s core expertise will also stay more clearly remembered thanks to that visibility.
In our ever-faster-moving society and information overload, even great partner companies might not come to mind at the right moment—just when their services are needed. But if someone keeps seeing your face and company name in their LinkedIn feed, the service provider is more likely to be remembered when the need arises.
Another good reason to be active in media that reaches your target audience is that the first direct conversation becomes easier if the other party has already heard of your company and services. Achieving this is, of course, more difficult. It requires broad networks and/or very well-targeted marketing. And long-term effort. Or buying the front page of the biggest newspaper like Hesari here in Finland. But I haven’t tried that yet, so I can’t vouch for how well it works.
My claim is that growing and maintaining visibility aligned with the company’s brand is a very useful sales tool. Of course, everyone knows that marketing and sales go hand in hand, supporting each other. In my opinion, salespeople—or at least sales directors—should also take actions to increase visibility themselves. That way, they can influence the tone of the message being conveyed. And especially when creating sales-related content—who better to do that than the sales director?
If this topic interests you and you’d like to chat more, feel free to message me on LinkedIn, WhatsApp, or email. And of course, you can also call!
Contact me
