How to Grow Your B2B Brand and Create Demand on LinkedIn with David Ellis

Episode Summary

In Episode 17 of the Building in Public podcast, host and LinkedIn growth expert David Ellis explores the power of LinkedIn for B2B demand generation. David shares actionable strategies for building your brand, growing influence, and creating consistent inbound interest using the platform. From profile optimisation to content strategy and engagement best practices, this episode is packed with insights for founders, marketers, and business leaders looking to make LinkedIn a reliable channel for sustainable growth.

Host Profile

David Ellis is the founder of a B2B growth consultancy and a leading voice on building businesses in public. With over 10 years of experience and millions in revenue generated through LinkedIn, David is passionate about helping B2B companies scale by leveraging transparency, smart marketing systems, and real-time growth documentation.

Key Take-Aways

• LinkedIn is an underutilised goldmine for B2B companies – especially for founders and consultants.

• A well-optimised LinkedIn profile functions like a landing page that attracts your ideal audience.

• Content alone isn’t enough. Engagement is 50% (or more) of the LinkedIn success equation.

• The algorithm rewards consistency, relevance, and authentic human interaction.

• Measure success by long-term demand creation, meaningful engagement, and high-quality conversations.

• Avoid heavy automation; authenticity builds lasting relationships.

• AI can support the process, but human connection drives results.

Questions Asked & Insights Shared

Who is LinkedIn a good platform for?

LinkedIn is ideal for B2B companies, consultants, founders, and professionals offering high-value services. Its professional context makes it a digital networking event with global reach.

How do you optimise your LinkedIn profile?

Treat it like a landing page. Key elements include:

• A clear, recent profile picture.

• A standout headline (focused on transformation and uniqueness).

• A compelling banner image.

• An “About” section that shares your story and shows your value.

• Clear CTAs using profile buttons.

What content should you post on LinkedIn?

Identify your target audience and their pain points. Create value-based content that moves them from awareness to action. Focus on demand creation, not just immediate conversion.

What engagement activities drive results?

Content is only half the game. The other half includes:

• Commenting on relevant posts.

• Replying to comments on your own posts.

• Expanding your network with your Ideal Client Profile (ICP).

• Starting authentic conversations based on engagement signals like profile views or post likes.

Should you post from your company page or personal profile?

Focus on personal profiles. People connect with people, not logos. Company pages work best for recruitment and culture, not direct demand creation.

How often should you post on LinkedIn?

There's no universal rule. Instead:

• Post as often as you can maintain quality and consistency.

• Start with 2–3 times a week and build up sustainably.

How do busy CEOs and founders find the time?

Create a repurposing system:

• Record long-form conversations.

• Use transcripts for LinkedIn captions, carousels, and blog content.

• Outsource daily engagement if necessary.

How do you measure success on LinkedIn?

Benchmarks include:

• Connecting with 50–100 new relevant people per week.

• Achieving 1–2x your number of followers in weekly impressions.

• Reaching a 1% engagement rate.

• Building to 20+ warm conversations per week.

• Generating consistent high-quality discovery calls over time.

Should you send LinkedIn connection requests with a note?

No. Sending connection requests without a note tends to feel more authentic. Let your content establish trust before initiating direct conversations.

What’s the role of AI on LinkedIn?

Use AI for supporting creativity, proofing, and structure, but ensure all content feels human. Overly automated or generic posts damage trust. Video content still provides a unique human touch.

Chapters and Time Stamps

[00:00] – Why LinkedIn is a B2B Powerhouse

David shares his own success creating consistent demand through LinkedIn and why it works so well for B2B.

[01:30] – Who Should Use LinkedIn?

LinkedIn’s professional setting makes it ideal for B2B brands, consultants, and global service providers.

[05:00] – How to Optimise Your Profile

Turn your LinkedIn profile into a demand-driving asset with clear messaging and positioning.

[09:15] – Content Strategy: What to Post

Identify your ICP, their pain points, and create content that sparks interest and builds trust.

[14:00] – The Power of Engagement Activity

Content alone doesn’t work. Engagement is key to building visibility and relationships.

[17:45] – Building Your Ideal Network

How to build a relevant LinkedIn network and why it matters for consistent reach and resonance.

[20:00] – Company vs Personal Page

Why your personal profile should be the voice of your brand.

[22:00] – How Often Should You Post?

Quality and consistency trump volume.

[23:30] – Balancing LinkedIn with a Busy Schedule

How to set up a scalable system that works for time-strapped founders and leaders.

[25:30] – Benchmarks & Measuring Success

Key metrics for sustainable demand creation.

[31:00] – Should You Send a Note with Connection Requests?

Why connection requests without notes often work better.

[33:00] – Staying Authentic in the Age of AI

Why authenticity matters more than ever and how to avoid generic, AI-heavy content.

About the Podcast

Building in Public is a podcast hosted by David Ellis where founders, marketers, and creators share transparent insights on building and scaling businesses openly. From content strategy to startup growth, each episode uncovers the behind-the-scenes of what actually works — and what doesn’t — when growing a business in today’s digital world.