When I later niched down into SaaS writing, something shifted. My ideal clients - marketers, founders, content leads - were all active on LinkedIn. If I wanted to reach them, I had to show up here. At first, I wasn't sure what to post or how to stay consistent. But five years after that first attempt, I've: Done a 90-day posting streak from January 1 to March 31, 2025 Posted every weekday since then Recently landed a freelance writing gig with Userpilot, through a referral on LinkedIn
According to the 2025 Bentley University-Gallup poll published in May of this year, 51% of U.S. adults now believe companies should take a public stance on current social and political issues, a significant jump from just 38% in 2024. This is an interesting development at a time when companies face heightened scrutiny around sustainability and social commitments. However, a SmartNews survey released earlier this year shows that 90% of respondents question corporate messaging at least some of the time and 36% think company statements feel inauthentic.
Of all the consulting requests I receive, helping executives (or their teams) strengthen their LinkedIn presence is the most common - and for good reason. LinkedIn is no longer optional for executives. It's where top talent, investors, journalists, and industry peers vet leaders and build trust - often before they've ever met you. I've seen this firsthand throughout my career.
Social media marketing can feel like a world built for flashy consumer brands. It's easy to see how a new sneaker or a trendy restaurant can build a huge following online. But what about a product that is the definition of a B2B industrial asset? Marketing something as specialized as a tank trailer requires a completely different playbook. Your customer isn't a casual scroller; they are a logistics manager, a chemical plant operator, or a project foreman with a very specific and urgent need.
