Wishbone AdvisoryWishbone Advisory

Social Media Consulting

LinkedIn Content & Connection

Your buyers are on LinkedIn — the question is whether they see you. We build a two-part system: a content engine that publishes in your voice on the themes your ICP actually cares about, and a managed connection program that steadily grows your network with decision-makers who match your exact customer profile.

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The problem

Most B2B LinkedIn activity falls into one of two failure modes: an executive profile that posts twice a year and disappears, or a spray-and-pray connection blast followed by a pitch-on-accept DM that burns the brand. Neither builds the familiarity that makes a buyer take your call.

What's included

A complete engagement.

ICP definition and targeting criteria — title, company size, industry, buying signals
Content pillars mapped to the questions your buyers actually ask
Ghostwritten posts in your founder or executive voice, reviewed before publishing
Editorial calendar and a publishing cadence that holds week after week
Managed connection program — steady, human-paced outreach to matched decision-makers
Conversation playbook: reply frameworks, warm handoffs, and when to ask for the call
Company page vs. personal profile strategy, so the two reinforce each other
Monthly reporting on qualified connections, reply rate, and pipeline influence

Because targeting is dialed to a tight ICP rather than a spray list, the growth shows up where it matters — qualified connections and reply rates cold email can't touch. Conversations with the right people, not just a bigger follower count.

Process

A clear path from diagnosis to outcome.

01

Define ICP & voice

Who we target, what you sound like, what you'll never say.

02

Build the content engine

Pillars, calendar, and the first month of posts.

03

Run the connection program

Matched outreach, managed replies, warm handoffs.

04

Measure & compound

Double down on the themes and segments that convert.

Deliverables

Concrete artifacts you'll keep.

  • ICP targeting brief
  • Content pillar framework
  • 30/60/90 editorial calendar
  • Published post cadence in your voice
  • Connection program playbook
  • Reply and DM scripts
  • Monthly performance report

FAQ

Common questions.

Do you write in my voice?+

Yes. We start with a voice session and a review of everything you've already written or said publicly, then draft against it. You approve every post before it goes out — and over time the approvals get faster because the drafts get closer.

Whose profile do we post from?+

Usually a founder or executive personal profile, with the company page playing a supporting role. Personal profiles earn far more reach and reply, but we keep both working together rather than picking one.

Is the connection outreach automated?+

No bots and no mass-connect tooling that risks the account. Outreach runs at a human pace against a tightly matched list, which is exactly why acceptance and reply rates hold up.

How is this different from cold email?+

Cold email interrupts a stranger. Here, your content has already been showing up in the feed of someone who matches your ICP before any conversation starts — so the connection is warm by the time it happens.

How long before it works?+

Connection growth and reply volume move within the first month. Content compounds more slowly — expect the inbound conversations to build across the first quarter and keep building after that.

Book a working session

Ready to move?

Pick a time that works. We'll come prepared with sharp questions and clear next steps.

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