Your LinkedIn page is not the problem.
The absence of a strategy is.
A LinkedIn strategy designed to help organizations reach their goals
Most companies have LinkedIn activity. We give you a LinkedIn strategy.
We connect page, content, ads and people into a system your team can own and run – built around what you actually want it to achieve.
The problem we keep seeing
Why LinkedIn underdelivers for most organisations
From social selling to employer branding, from stakeholder relations to attracting investors – Linkedin can achieve it all but most organizations still look at it as another simple social media channel.
Posts go out because someone decided to post. There's no agreed messaging, no content pillars, no logic connecting what's being said to what the business needs. The result is a page that looks busy but builds nothing.
The content is technically fine. It's just not interesting to anyone. Over-polished visuals, announcement-style copy, and zero personality mean the page gets ignored – even by people who already follow it. A brand communicating without a human angle is a brand communicating into a void.
LinkedIn ads are expensive. When they're not connected to an organic strategy – when the targeting is vague, the objectives are wrong, and the content doesn't match the funnel stage – budget gets spent without results that compound.
Without agreed metrics and a tracking rhythm, LinkedIn activity is an act of faith. You can't optimise what you're not measuring – and most teams aren't measuring the right things.
What we build with Linkedin strategy
Page positioning
We define what your LinkedIn page stands for – its role, tone, and personality. From corporate leaflet to community hub. The page becomes the destination all other activity points toward: campaign traffic, job content, ad landing, and the place people check when they want to know who you really are.
Content pillars
We identify the 3–5 core themes for LinkedIn that reflects your organization the best and build a messaging framework across your key communication lines – marketing, sales, employer brand, and reputation. Every post has a purpose. Every audience gets the right message.
Campaign architecture
Always-on communication provides the base rhythm. Short-term thematic campaigns – a hiring push, a thought leadership series, a product story – create moments of concentrated impact. We plan the full calendar: timing, content mix, amplification logic, and what success looks like for each.
LinkedIn ads strategy
We define which ad objectives to use and when – brand awareness, website traffic, job applicants, engagement, thought leadership sponsorship – with targeting logic, audience sizing, format selection, and budget principles. Organic and paid are planned together, not as afterthoughts to each other.
Advocacy integration
If your organisation already has – or is considering – employee advocacy or executive communication programs, we map how those connect to the company page strategy.
Visual direction
We define the visual standards for LinkedIn – photo style, graphic approach, tone rules – with a clear preference for authentic, real-situation imagery over stock photography. Plus social media guidelines that give your team and employees clear rules on what to share and how.
LinkedIn is a social network. The social part still matters.
Marketing has a habit of stripping the human out of communication. Everything becomes polished, formal, and careful – and in doing so, invisible. LinkedIn’s algorithm, and more importantly the people on it, respond to something different: real voices, genuine perspectives, and content that feels like it came from a person rather than a press office.
This doesn’t mean being informal. It means building a LinkedIn presence that communicates like an organisation made of people – not like a brand performing on a channel. That’s the difference between a strategy that gets reach and one that doesn’t.
Deividas Budginas, Founder of Personal matter
How we work?
Step 01: Free LinkedIn audit
We start by benchmarking your current situation against your competitors and our research data on 1,000+ companies.
Step 02: Research & market presentation
We walk you through what companies in your sector are doing on LinkedIn – what topics they own, how often they post, how they use ads, what the best performers do differently.
Step 03: Strategy development
Working sessions with your team to understand your goals, audiences, and internal capabilities. We build the full framework to reflect your people, your culture, and your objectives.
Step 04: Team training
A strategy only works if the people executing it understand it. We train the relevant members of your team – content creators, marketers, sales, communications leads – on the strategy itself.
Step 05: Delivery & handover
We present the complete strategy, walk your team through every component, and make sure nothing stays unclear. You leave with a working system, a 90-day action plan, and the confidence to execute.
Step 06: Optional: ongoing support
Some clients want continued help – reviewing content, adjusting the strategy as results come in, bringing in new team members. We offer ongoing advisory and can extend into Employee Advocacy or Executive Communication programs where those are the logical next step.
What backs every recommendation
Every strategy we build rests on two things:
- The research we run ourselves, every year, across thousands of companies.
- More than a decade spent building LinkedIn and digital strategies hands-on.
So when we tell you what works in your sector, we have both the numbers and the practice behind it.
The research we run every year:
- LinkedIn company page & content study – a content analysis of the 1,000 largest companies’ pages.
- LinkedIn ads analysis – how the biggest employers actually use paid.
- Social selling report – benchmarks across the top industries.
- Annual employee advocacy research – how companies mobilize their own people.
Clients we have worked with
What our clients say about working with us
We only managed to implement the ambassador program in our company on the third attempt, and I believe its success was shaped both by Deividas’ top-level expertise in this field and by his personality.
What I value most about Deividas is his flexibility – there is never one scenario that fits every organization, and sometimes you need to improvise – as well as his ability to respond to real pain points, especially in those moments when you feel like giving up and colleagues stop posting. He also brings a strong analytical side and has the ability to explain things in a simple, down-to-earth way.
Deividas developed a tailored corporate advocacy framework for us, specifically designed to meet the needs of an international food retail company. He also took into account the diverse cultural backgrounds and varying levels of experience with corporate influencer programs across our organization.
What stood out most was Deividas's exceptional sensitivity in dealing with our complex, company-wide topics. He showed us the different perspectives and helped developing solutions that we can use in our daily work.
From the very beginning, Deividas showed a deep understanding of our needs. His expertise in social media and personal branding became a real turning point for our team.
What sets Deividas apart is his flexibility and client-oriented approach. He is always ready to adapt to our specific needs and offer tailored solutions that perfectly match our goals. His contribution significantly strengthened our program.
When we invited Deividas, our goal was to make LinkedIn feel more familiar and natural within the City Service group of companies.
Thank you, Deividas, for making the collaboration feel so effortless. Thank you for your professionalism and for leading the team with positivity toward measurable results and personal discoveries throughout the project.
The most valuable part is that even after the joint project has ended, continuity remains: communication on LinkedIn has become a natural part of our organization.
Working with Deividas is both easy and rewarding.
What stands out most is his competence and ability to connect with people. He communicates in a simple, genuine way, making it easy for employees to engage, learn, and feel comfortable asking any kind of questions. He not only shares knowledge but also motivates and encourages along the way.
Deividas is responsible, creative, and truly invested in delivering quality. You can count on him to keep things on track, bring fresh ideas, and adapt when needed.
When initiating an ambassador program, it is very important to define a clear strategic direction. Deividas guided us through this part very well, asking the right questions and steering us in the right direction.
What we appreciated most when working with Deividas was his involvement in the team’s day-to-day realities. The greatest compliment came from the ambassadors themselves, who would say that it felt like he knew everything, was fully aligned, and could suggest a topic or angle as if he were part of our everyday work.
And, of course, his proactivity. It is a pleasure to work with partners who truly care.
Deividas’ employee advocacy training for both managers and employees was one of the best decisions. He shares his experience in a sincere, open, and engaging way – what makes it especially valuable is that he has gone through this journey himself from the very beginning and clearly understands what works and what doesn’t.
Deividas has extensive experience working with various organizations and brings a wealth of real, practical examples.
