The Platform Cheshire Businesses Ignore
An accountant in Chester told me last month: "LinkedIn is just for recruitment, right?"
Wrong. LinkedIn is the most underused platform by Cheshire businesses. While everyone focuses on Facebook and Instagram, your competitors who understand LinkedIn are quietly winning B2B contracts and building professional credibility.
Let me show you why LinkedIn matters and how to actually use it.
Who LinkedIn Actually Works For
LinkedIn is not for every business. If you sell directly to consumers, Facebook and Instagram are probably better. But if you work with other businesses, LinkedIn is essential.
Social Media Setup & Branding
Professional setup of Facebook, Instagram, LinkedIn, TikTok and all major social platforms with consistent branding.
Learn More About This ServiceLinkedIn works brilliantly for:
- Accountants and bookkeepers
- Solicitors and legal services
- Business consultants
- IT and tech services
- Marketing agencies
- Commercial tradespeople (office fit-outs, commercial electricians)
- Property developers and commercial landlords
- Financial advisors
- Recruiters
- Anyone selling to businesses, not consumers
If other businesses are your customers, LinkedIn is where they actually are professionally.
Why Cheshire Businesses Need LinkedIn
A solicitor in Northwich had no LinkedIn presence. Her competitors all did. When businesses searched for "solicitor Northwich" on LinkedIn, she was invisible. She was losing referrals to competitors simply because she wasn't there.
We set up her Company Page properly, she started posting occasional updates, and within three months she had two new corporate clients who found her through LinkedIn. Both were substantial contracts.
LinkedIn is different from other social media:
- People are there in professional mode, not entertainment mode
- Decision makers and business owners actively use it
- Content has a longer lifespan than Facebook or Instagram
- Professional credibility matters more than flashy content
- Local businesses can target other local businesses effectively
Setting Up Your LinkedIn Company Page Properly
Most Cheshire businesses either have no Company Page, or they set one up years ago and abandoned it. Both are mistakes.
Create Your Company Page
Go to LinkedIn and create a Company Page (not a personal profile). You need an active personal LinkedIn profile to create it.
Fill out everything completely:
- Company name
- Company website
- Industry (be specific)
- Company size
- Location (Cheshire, Northwich, Chester, wherever you are)
- Company description (what you do, who you serve, what makes you different)
- Specialties (list your key services)
Add your logo as the company image and a professional cover image showing your work or team.
Your Company Description Matters
This is not the place for corporate waffle. Write clearly about what you actually do.
Good example: "Commercial solicitors based in Chester. We handle property transactions, business disputes, and contract law for Cheshire businesses. Direct access to experienced solicitors, no junior staff handling your case."
Bad example: "We are a leading innovative solutions provider committed to excellence and delivering value through synergistic partnerships."
Be specific. Be clear. Be human.
What to Post on LinkedIn
LinkedIn is not Facebook. Don't post memes, don't post personal stuff, don't post what you had for lunch.
Post professionally valuable content:
- Industry insights and expertise
- Changes in regulations that affect your clients
- Case studies and client results (anonymized if needed)
- Business tips related to your expertise
- Company news (new hires, awards, achievements)
- Local Cheshire business news and commentary
- Thought leadership on your industry
An accountant in Knutsford posts monthly tax tips for business owners. Simple, helpful content. Every post generates enquiries from local businesses who need that expertise.
A commercial electrician posts before/after photos of office fit-outs with brief explanations. Other businesses see the quality of work and get in touch.
How Often to Post
LinkedIn is not Instagram. You don't need to post daily. Quality over quantity.
Aim for 1-2 times per week. Consistent, valuable content beats sporadic posting. If you can only manage once per week, that's fine. Do that consistently.
The content needs to be worth reading. One good post per week beats seven mediocre ones.
Personal Profile Matters Too
Your Company Page is important. But your personal LinkedIn profile as the business owner or director is equally important.
When you comment on posts, when you connect with people, they see your personal profile first. Make it professional:
- Professional headshot (not a selfie, not a group photo)
- Clear headline stating what you do and where
- Detailed experience section
- Skills relevant to your business
- Recommendations from clients or colleagues
Your personal profile represents your business. Make it credible.
Ready to Get Started?
Social Media Setup & Branding
Professional setup of Facebook, Instagram, LinkedIn, TikTok and all major social platforms with consistent branding.
Connecting with Local Businesses
LinkedIn is brilliant for connecting with other Cheshire businesses. But do it properly.
Don't send connection requests with immediate sales pitches. That's spam. Connect with local businesses, engage with their content, build actual relationships.
When you connect, send a brief personal message: "Hi Sarah, noticed you're also based in Northwich. Always good to connect with local businesses. Andy."
Not: "Hi, I see you might need accounting services. Let me tell you about our amazing solutions..."
Build relationships first. Business follows.
LinkedIn vs Facebook for Cheshire Businesses
Should you focus on LinkedIn or Facebook? Depends on your customers.
Choose LinkedIn if:
- Your customers are other businesses
- You provide professional services
- Decisions are made by business owners or managers
- Your service requires trust and credibility
Choose Facebook if:
- Your customers are consumers
- You run a cafe, shop, or local service for individuals
- Visual content (food, products, events) is important
- Community engagement matters
Many businesses need both. An accountant might use LinkedIn for business clients and Facebook for sole traders and individuals. A photographer might use Instagram for weddings and LinkedIn for corporate work.
Common LinkedIn Mistakes
Abandoned Company Page
You set it up three years ago and never posted. That looks worse than having no page at all. Either maintain it or take it down.
Immediate Sales Pitches
Connecting with someone and immediately pitching your services. That's spam. Build relationships first.
Posting Consumer Content
LinkedIn is professional. Posting content better suited to Facebook just looks out of place.
No Personal Engagement
Only posting from your Company Page but never engaging as yourself. LinkedIn rewards personal engagement more than company posts.
Ignoring Messages
People message you on LinkedIn and you don't respond. You're missing opportunities.
LinkedIn for Service Businesses
If you provide services to other Cheshire businesses, LinkedIn should be part of your strategy. Not your only strategy, but definitely part of it.
The businesses that ignore LinkedIn are leaving opportunities on the table. The ones using it properly are building professional credibility and winning contracts.
A business consultant in Macclesfield posts weekly insights on LinkedIn. Nothing fancy, just genuine expertise shared clearly. Last year, three of his biggest consulting contracts came directly from LinkedIn connections. All local Cheshire businesses.
LinkedIn works. But only if you actually use it properly.
We can set up your LinkedIn Company Page properly or get in touch for social media strategy that actually works for your business.
