What should a B2B founder post on LinkedIn when there’s nothing new to say?

Why does it feel like there’s nothing to say?

Because you’re looking for news inside the company, and a company only has news a few times a year.

Your buyers’ world moves every week. A regulator publishes guidance. A vendor your customers rely on changes its pricing. Someone on a forum asks the exact question your sales calls keep circling. None of that needs a launch from you.

The other reason is the blank page. When every post starts from nothing, the decision has to be made again every Sunday evening, and sooner or later the Sunday evenings run out.

How do I find out what changed in my buyers’ world?

Pick the sources your buyers read and go through them once a week.

1. List 10 to 20 sources: one or two trade publications, the regulator that covers your buyers, a few forums or subreddits where they ask questions, and the blogs of the vendors they already pay.
2. Read them on a fixed day. Daily reading turns into reacting.
3. Pick one item using one question: would this change what a buyer of yours does next month? If it’s only interesting, leave it for someone else.
4. Write down your view in one sentence before you draft anything.

The 15-minute weekly visibility routine is this process with times attached.

What should I avoid posting?

Anything you’d be embarrassed to defend in a sales call.

• Reactions to every competitor move. Most of them change nothing for your buyer. Our playbook on turning a competitor move into a published response explains when to respond and when silence is the better answer.
• Statistics you can’t source. A number from a report you never read is the fastest way to lose a careful reader.
• Trending formats copied from the feed. They tend to sound like everyone else using them that month.
• Endings that fish for comments. “What do you think?” asks the reader to do the work you skipped.

And if nothing in a given week passes the test, skip the week. A forced post about something you don’t care about does more harm than a quiet Tuesday.

How Adamiro does it

Adamiro starts each week from your market instead of from a blank page.

1. Signals reads the sources you pick and returns a briefing. Each finding names the publication and links to the article, and the strength badge carries a count, such as “4 of the 12 items”, so you can see how much backs it.
2. When buyers have asked real questions in the last 30 days, the briefing has a Questions buyers ask section with up to five of them, who asked and a link. Each one can become an idea in Voice.
3. A scheduled briefing may also bring back one older post that did better than your typical post, as an idea called “Revisit: …”. Each post comes back once.
4. In Voice, the ideas wait on the Ideas tab. Press Write as… and pick LinkedIn Post. Choose Build in public as the angle and Voice asks three questions: this week’s number, the thing that didn’t work, and what you decided. The post is written only from your answers and your proof facts.
5. When one idea fits, More like this writes up to five more on the same subject, each from a different side, and drops any idea carrying a number the first one lacked.
6. Not ready for a full post? Comment on a post takes someone else’s LinkedIn post and writes a short comment built on your own facts. You copy it and post it yourself.
7. You edit the draft and approve it, and Reach publishes it to LinkedIn at the time you choose.

The full list of what Signals does, and what it won’t, is on the Signals features page.

When Adamiro is the wrong tool

• Your goal is LinkedIn following growth. Adamiro’s ideas come from your market. If you want ideas mined from what’s performing in the LinkedIn feed, plus engagement tools, Taplio is built for that.
• Your buyers’ world publishes very little online. Signals reads public sources. A thin source list gives you a thin briefing (a run that finds nothing new isn’t charged, but it also gives you nothing to post).
• You want posts to appear without you. Every draft waits for your edit and your approval.