By the time your sales team gets involved, buyers have already done their research. In 2025, engineers and procurement leads are using LinkedIn to size up vendors and build their shortlists, often without talking to you.
The catch? Most manufacturers still treat LinkedIn like a job board, while competitors are out there posting content that shapes early decisions.
That’s a missed opportunity. LinkedIn is one of your strongest tools for building trust, staying visible, and driving demand.
According to LinkedIn and our 2025 B2B Marketing Trends Report:
- 93% of B2B marketers say LinkedIn is their most effective content platform
- 65% of B2B companies have landed customers through LinkedIn ads
- Buyers typically engage with 3 to 7 pieces of content before talking to sales
We’ve seen this play out on the Green New Perspective podcast. Over and over, guests point to LinkedIn as one of their go-to channels for building credibility, sharing knowledge, and attracting talent.
Transect’s CEO runs a LinkedIn newsletter and uses a targeted posting strategy as part of their demand gen, and says it’s not just effective, it’s fun. Micatu’s founder includes his LinkedIn handle in every pitch, as it’s where utilities go first to vet potential partners.
This blog breaks down what top performers are doing right. It’s a five-part playbook for turning LinkedIn from a sporadic posting venue into a sustained growth engine.
1. Show Up Early: Earn Trust Before the RFP
Over 75% of B2B buyers research independently before reaching out to a supplier. LinkedIn ranks as the most trusted source for professional insights during this stage.
Engineers, procurement leads, and plant managers increasingly use LinkedIn to discover new vendors, compare technologies, and identify category leaders.
If your brand doesn’t appear early in that research, your competitors will shape the buyer’s perspective before you even enter the conversation.
Be present with:
- Weekly “problem + mini solution” posts from engineers or product leads. Format them as pain → insight → outcome.
- “What to look for” carousels and checklists like “5 Questions to Ask Before Upgrading Voltage Sensors.” Carousels earn 2–3x more dwell time than single-image updates.
- Quick explainer videos (60–90 seconds) showing how your product solves a common operational problem.
- LinkedIn newsletters from your founder or CEO, to build credibility and drive visibility before buyers engage.
- Repurpose webinar content into bite-sized video clips or quote graphics.
- Swipeable slides that break down a decision or process (“How to Choose the Right Conveyor System”).
Pro tip: Engage in the comments section of industry posts. Add insights instead of links. Make your voice familiar.
2. Engineer Momentum in the Middle of the Funnel
37% of B2B deals in manufacturing stall after initial engagement. According to 2025 benchmarks, deals that extend beyond 90 days experience a nearly 60% drop in win probability. This is often caused by indecision or lack of internal alignment, not product fit.
LinkedIn can become your always-on channel to nudge buyers forward. Help your buyers keep things moving:
- Short clips from customer interviews.
- Visual implementation timelines or onboarding journeys. Some companies use a week-by-week Gantt chart pinned to their page as a “risk reducer” during pilot stages.
- FAQ carousels about pricing, onboarding, certifications, or support-all in plain language.
- Behind-the-scenes videos showing real support team members in action.
- Pull quotes or screenshots from clients (with permission), formatted as shareable image posts.
Pro tip: Add soft CTAs inside posts: “Want the full checklist? DM us ‘checklist.’” LinkedIn messages get 3–5x higher response rates than email on first touch.
3. Simplify Innovation to Convert More Buyers
Only 40% of buyers say they fully understand the business impact of the solutions they’re evaluating (LinkedIn, 2025).
In a landscape where complex automation, AI integrations, or sustainability tech are now the norm, clarity is currency. LinkedIn gives you the space to explain how innovation creates operational value, not just technical specs.
Make your message resonate:
- “Old Way vs. New Way” carousels-simple visuals, bold numbers
- Weekly “Feature Focus” posts with 1 image, 1 benefit, 1 story
- LinkedIn Lives with your technical team answering common product questions
- Use animations or motion graphics to show how a system works
- Include ROI calculators as lead magnets in relevant posts
Use language that speaks to why it matters: less downtime, more throughput, cleaner audits.
4. Reframe Sustainability from Cost Center to Business Advantage
According to the 2025 Global B2B Sustainability Index, 74% of industrial buyers say sustainability now influences purchasing, but only 36% believe vendors communicate it effectively. Buyers want numbers, not slogans. Your job is to show that sustainability pays off in efficiency, compliance, and long-term cost.
- Share “Sustainability Wins” as fast facts-e.g., “Saved 410k lbs of CO2/year for Client A”
- Use side-by-side cost visuals comparing traditional vs. sustainable processes
- Create infographics on how sustainable changes impact operations (less scrap, faster audits, etc.)
- Tag client partners in your posts when celebrating sustainability milestones
- Repurpose ESG report statistics into digestible snippets
Sustainability content should help justify premium pricing by emphasizing long-term value.
5. Compete for Talent with Culture-Driven Content
Manufacturing remains one of the hardest-hit sectors in the labor market. As of Q1 2025, over 50% of skilled trades job postings remain open for more than 60 days. Meanwhile, 78% of job seekers say they trust employee-generated content more than company posts.
Your LinkedIn presence should reflect not just what you do, but who you are:
- Share day-in-the-life videos from different teams or locations
- Introduce new hires publicly with a “Why I Joined” quote
- Show promotions and internal career progressions (especially entry-level to manager)
- Highlight safety records, team wins, volunteer events, or facility upgrades
- Use Instagram-style “Stories from the Floor” as short updates with real voices
The goal is to feel human. You’re not just hiring; you’re building a company people want to stay with.
LinkedIn Is a Strategic Lever, Not Just a Channel
Every manufacturer we spoke with said the same thing: LinkedIn compounds. When you show up with helpful content consistently, buyers reward you with trust before a sales conversation ever starts. So, whether you’re competing for deals, talent, or attention, your feed needs to work as hard as your sales team.
Want to build a LinkedIn strategy tailored to your segment of industrial manufacturing? Let’s talk.
