How to Grow Your B2B Brand Like an Influencer
How to utilize LinkedIn to grow your personal brand!
Want your B2B brand to stand out?
Start by becoming the voice your audience trusts and actively looks for. Think of your brand as an influencer.
Its personality should be authentic, consistent, and insightful.
Say it loud and clear:
Who are you?
What do you stand for?
Why does your expertise deserve attention today?
If you’ve been following me for a while on LinkedIn, you probably know I’ve never been about quick hacks or shiny vanity metrics. And, I do for my personal brand, what I preach online and for the companies I work for.
But, how you can apply the same approach to amplify your brand’s presence, credibility, and influence without ever losing your brand's values.
🔑 Key takeaways from this week's newsletter:
Clarify your digital identity,
Define and engage your ICP,
Optimize your LinkedIn strategy,
Leverage newsletters effectively.
Content marketing is at a crossroads*
Content marketing has changed a lot in the past couple of years.
Two main reasons for this:
1. AI coming into the mainstream, and
2. The evolution of the search engine landscape.
Most marketers are lost in the Amazon River without a compass in this complicated environment.
And that’s okay because all these changes are too much to handle and keep up with.
Minuttia is a growth-oriented content marketing agency.
Our strategies are channel-agnostic, forward-looking and adapted for the now.
Take a look at the website, and if you’re interested, request a call.
Your Personal Brand DNA
Let’s break down what your personal brand stands for, and how to stand out.
Your Brand
Your brand consists of:
your brand foundation (intangible things like
core values,
mission,
ethics, and
the heritage of your brand
and your brand identity
visuals,
typefaces,
tone of voice, and
other physical & digital representations of your brand’s foundation.
Think of your brand foundation as the lens through which you define your WHY (credits to Simon Sinek 📕 for nailing this concept). Your audience connects deeply when they understand and resonate with your underlying motivations.
Now, if you want to capture people’s attention, you need a strong brand ID. You need visual consistency (yes, even for a LinkedIn banner) and creative ways to trigger your audience’s curiosity and engagement.
Christina Dehola strongly believes copy can become a real asset when you do B2B marketing. Here is in her own words:
“The most powerful emotion that drives human action? Fear. Better not use fear for marketing though 😅…
Christina Dehola, co-writer of the B2B Marketing Shots and owner of Content Studio
The second emotion? Curiosity.
We do all kinds of weird things just because we're curious. We travel across the globe, drop a ton of money on new products just to ‘see what it’s like,’ even adopt new tech just to get answers (or let’s be honest: gossip). That’s basically how social media took off.
So, whenever you can, trigger curiosity. It works.
Another ‘secret weapon’? Stories.
Stories stick. Our brains are wired for them. Way back – like, caveman days – storytelling was the only way to share vital info. If you escaped a tiger, you had to tell the tale so the others knew what to do next time. It was all about survival.
Today, not much has changed. Our brains still treat memorable stories as real experiences. So if you want people to remember your brand when it matters, build a story around it.
It might sound crazy, but it works.”
Her words made me realise that nearly all successful brands are built around a strong story. It’s a key reason we recall them when a buying need arises. This applies to both B2C and B2B.
Your ICP & your positioning
Know who you’re talking to. What kind of information would be useful to them? Share genuine insights, back up your perspectives with data, visuals, and real-world examples.
Make it clear why this knowledge matters now.
Educate and inspire.
Be the go-to source they trust for valuable info.
Give them a reason to stick around and come back for more.
Pro Tip: Consistency and clever B2B communication across all brand touch-points strengthen your influence and credibility.
Making your brand popular on LinkedIn
If LinkedIn is your prime stage, you should connect with the right people. Optimize your profile with a strategic title, compelling cover image, and clear, engaging description.
P.S.: Focusing on LinkedIn as it’s the main social network for B2B brands, and what I am personally more experienced with.
Content
Content should be both varied and consistent. Define clear content pillars (3-4 core topics) aligned with your expertise.
Use diverse formats like
text-only posts,
carousels,
screenshots,
articles, and
videos to keep the audience engaged.
Regularly share valuable insights from your professional experience, industry trends, mistakes, and lessons learned.
ICP Vs cheerleaders
Time to see the differences between these two:
ICP: Prospects who pay your bills. Might be hiring managers, CEOs, key stakeholders etc.
Cheerleaders: Your hype squad. People who are cheering all your posts, commenting, and sharing your content, fueling your reach and visibility. Those are peers, close to your expertise and either similar or with less expertise than you.
Don’t confuse applause with conversion. But remember that you need both for your brand’s growth!
Getting an engaged audience — some growth-hacks:
Monitor who comments and likes similar influencers. Send connection requests to them.
Engage with top profiles in the industry.
Prefer value-added dialogue.
Disagreements go further in impressions, but are dangerous.
Be consistent on posting. Whether that’s 3, 4, or 7 days a week.
Aim for “You’ve reached the weekly invitation limit”.
Make a list of people you want to connect e.g. Marketers, Salespeople, Lawyers, Business Owners.
Invite 2nd & 3rd degree connections to connect with you.
Impressions from commenting
Right now, LinkedIn is rewarding comments more than ever.
Not only are your comments shown to the influencer’s audience, but they're also pushed to your own network.
That means more impressions, more visibility, and often, more reach than a standalone post.
The bigger your following and the poster’s following is, the further those comments will go. Commenting early on top influencers, with potential viral posts will earn you the highest visibility.
Some examples of my LinkedIn comments:
Lessons Learned
Comments do not need to be long, super-valuable, or any form of important to generate impressions.
What comments do you want to make?
Avoid AI comments that repeat what the post said. These are the worst, both for your brand and engagement.
What you want to achieve is:
Opinionated comments (disagreements, positions, additional value)
These are conversation starters.
Witty or funny comments get the highest engagement
Simple observations or questions work as well
You are looking to achieve two things:
Starting a conversation
The creator responds (ideally comments)
Likes/comments from the readers
Nurturing your Leads with LinkedIn Newsletters
Effective newsletters land directly in inboxes, making them impossible to ignore compared to social media posts that might get lost in the feed. They offer direct access to your audience, fostering regular and meaningful engagement.
Who needs newsletters:
💼 A corporate brand to establish authority and consistent communication.
👨🏻💼 A personal brand to show expertise, build trust, and foster deeper connections.
4 Great newsletter examples to get inspired
Pro Tip: LinkedIn Newsletters create direct notifications for every post, boosting engagement over posts that might be hidden by the algorithm.
Newsletters & Parasite SEO
Leveraging LinkedIn Newsletters is a great way to get more visibility.
And, both Newsletters & Articles can be used for Parasite SEO == showing up on Google by utilizing a highly authoritative website to hijack a search result.
The bottom line
Influencer-style branding for B2B requires a clear digital identity, authentic content, strategic connections, and consistent community nurturing. Follow these guidelines, and your brand can significantly amplify its influence and reach.
That’s it for now.
See you next time with another round of impactful insights for your marketing strategies.
 | A guest post by
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