LinkedIn is a strong channel for B2B, but it is not the only place your buyers spend time. A clinic owner checks Google Maps and WhatsApp far more than LinkedIn. A startup founder may find you through a community answer or a YouTube walkthrough. A job seeker who sees your hiring post today may refer a client next year. This playbook goes channel by channel: what each one is good for, how to start with limited time, and what to measure. It ends with 25 post and caption templates. Pick two or three channels that match your buyers, do them consistently, and add more only when those run smoothly.
Choose channels by where your buyer looks
Start from your buyer, not the channel. Write down where your last ten clients first heard of you. That list usually shows two or three channels that matter most. If you are new, ask five target buyers where they look for vendors and advice.
- Local SMB owners: Google Business Profile, WhatsApp, local events and associations, referrals from CAs and IT vendors.
- Startup founders: LinkedIn, communities, YouTube walkthroughs, startup programs and events.
- Mid sized company managers: LinkedIn, email, webinars, directories and industry events.
- Everyone: your website, AI search visibility and referrals.
Google Business Profile
If you serve clients in a city, a complete Google Business Profile helps you appear in local searches and on Maps. Fill every field, choose accurate categories, add real photos of your team and office, post updates and ask happy clients for reviews. Reply to every review, good or bad, politely and quickly. Never offer rewards for reviews or write them yourself, because Google's policies prohibit fake engagement.
WhatsApp Business
Set up a WhatsApp Business profile with your description, hours, website and catalog of services. Use status updates to share work and tips with people who have saved your number. Broadcast lists only reach contacts who have saved your number, and WhatsApp's Business Messaging Policy requires permission before you message people, so grow your list through calls, events and your website rather than bought numbers.
YouTube and short video
Screen recorded walkthroughs are one of the most useful formats for software agencies and resellers. Show how to do one task, review a website, or explain a concept in under ten minutes. Use titles that match what people search for, such as 'how to set up online booking for a clinic'. Short clips from longer videos can go to YouTube Shorts, Instagram Reels and LinkedIn.
Instagram suits agencies whose buyers are consumer facing businesses: restaurants, salons, clinics, retail and real estate. Share before and after designs, short tips and behind the scenes moments. Use Reels for reach and Stories for people who already follow you.
Communities and forums
Answering questions in communities where your buyers ask for help builds trust slowly but deeply. This includes Reddit, Quora, Slack and Discord groups, WhatsApp groups you belong to and industry forums. Read each community's rules first, answer fully, and mention your services only where the rules allow and it genuinely helps.
Directories and marketplaces
B2B buyers often shortlist agencies on directories such as Clutch and GoodFirms, and software products on review sites such as G2 and Capterra. Create a complete profile, add real portfolio items and ask clients for verified reviews. Some directories sell paid placement, so judge them by the enquiries they actually send you.
Job platforms as reach
Every job post is also a public signal that your company is growing. Post roles on LinkedIn Jobs, Naukri, Internshala for interns and Wellfound for startup roles where they fit. Write clear descriptions that explain the work and the clients you serve, without breaking confidentiality. Ask the hiring manager and team to share the post. Candidates, their friends and even future clients see it. Respond to every applicant, because a bad candidate experience travels just as far.
Partnerships and referrals
CAs, IT hardware vendors, consultants and complementary agencies talk to business owners every week. A simple referral arrangement, a co-hosted session or a white label agreement can bring a steady flow of introductions. Make it easy: a one page summary, clear terms and fast follow up on every referral.
Events and webinars
Small, focused events often work better than large expos. Host a 30 minute online session on one problem for one type of buyer, or a breakfast for eight local business owners. Record it, share the recording, and follow up personally with every attendee.
Email newsletter
A short monthly email to people who asked to receive it keeps you in mind between projects. Share one useful idea, one piece of work and one event. Make unsubscribing easy and authenticate your sending domain.
AI search visibility
More buyers now ask AI assistants for recommendations. Assistants draw on websites, directories, reviews and public content. Clear service pages, structured data, consistent business details across directories and helpful public content all help you appear. Our blog covers this in detail in the search and AI visibility section.
A simple monthly plan
- Week 1: update Google Business Profile, post one project story on LinkedIn and Instagram, send your newsletter.
- Week 2: publish one walkthrough video, answer five community questions, post any open roles.
- Week 3: host or attend one event, follow up with every person you met.
- Week 4: ask three clients for reviews, review where enquiries came from, and adjust.
The 25 templates
Replace everything in [brackets] with real details. Read each one aloud before sending, and change the words until it sounds like you.