Outsourcing LinkedIn marketing for B2B: what to hand over and what to keep

For many B2B companies, LinkedIn is where clients, partners and future colleagues get to know them. It also takes time: a plan, regular posts, design, video, replies and reporting. Outsourcing is the obvious answer, but not everything belongs with an agency.

This article covers what you can outsource well, what should stay with your own team and how to set up the collaboration so that your LinkedIn still sounds like your company.

What you can outsource well

• Strategy and content plan: audiences, themes, tone and a monthly plan aligned with your sales cycle, trade fairs and product launches.
• Company page: writing, scheduling and publishing posts, including design, carousels and short videos.
• Design and video: brand templates, infographics, client case studies as visuals, short corporate films and subtitled clips.
• Campaigns: setting up and optimising LinkedIn Ads, with a clear goal for each campaign.
• Reporting: the same numbers every month, with conclusions and a proposal for the next month.

What to keep in-house

• The voice of founders and experts: personal profiles work best when the content genuinely comes from that person. An agency can help with ideas, structure and editing, but the opinions and experience must be your own.
• Conversations and contacts: replying to messages, following up connection requests and talking to prospects belong with your own team.
• Expertise and approval: your specialists know what is right. Agree a short, fixed approval round.

How to set up the collaboration

• One contact on each side: so that feedback does not get stuck.
• A fixed monthly cycle: planning in week one, production and approval in week two, publishing through the month, reporting at the end.
• Access and rights: give the agency an admin role on your company page through LinkedIn’s settings, and never share personal passwords.
• Material from your organisation: project photos, moments from trade fairs, client case studies and short interviews with colleagues make posts real.
• Rights to content: agree in writing that designs, copy and videos, including source files, are yours once paid for.

Which numbers to track

• Reach and impressions per post, and how they develop over months.
• Engagement: comments, shares and clicks, not just likes.
• Followers from your target audience: job function, sector and country.
• Website visits from LinkedIn, and what visitors do there.
• For campaigns: cost per click or per lead, and lead quality as judged by your own sales team.

Read more about what works on LinkedIn today in LinkedIn, old vs new, If you have a trade fair coming up, use LinkedIn in your trade fair follow-up as well.

What does Edda Creative do?

With our team in Amsterdam and Ankara, we run LinkedIn for B2B companies: strategy, content plan, design, video, publishing, campaigns and reporting, with a fixed point of contact in the Netherlands. Conversations with your clients and sales stay with your own team. We invoice from Türkiye; for business clients in the EU, our invoices carry no VAT because it is reverse-charged and you account for it in your own VAT return (how the reverse charge works). See also social media outsourcing and what it costs.

Want to discuss what your LinkedIn needs? Email us at info@eddacreative.com with a short description of your project.

Frequently asked questions

Can I outsource LinkedIn completely?

The company page, content plan, design, video, campaigns and reporting can be outsourced well. Personal profiles and conversations with clients are better kept in your own hands.

How often should a company post on LinkedIn?

A steady rhythm you can keep up for months matters more than a high number. Choose a frequency that fits your resources and topics.

What access does an agency need?

An admin role on your company page, assigned through LinkedIn’s settings, and, for ads, a user role on your Campaign Manager ad account. Never share personal passwords.

How do I know whether LinkedIn is working?

Track reach, engagement, followers from your target audience and website visits from LinkedIn, and let your sales team judge lead quality.