Miami's business economy is enormous and its LinkedIn presence is thin.
Real estate, law, finance, logistics, healthcare, construction, professional services, agencies — a large share of this city's actual money is business-to-business. Yet the marketing energy here goes overwhelmingly to Instagram, which is optimised for a consumer decision that most of these firms are not selling.
That mismatch is an opportunity, because the competitive bar on LinkedIn in this market is remarkably low.
The company page is not the strategy
Company pages get a fraction of the reach of personal profiles, and always have. LinkedIn is built around people, and the algorithm reflects that.
The structure that works: the company page is a credential, the founders and senior people are the channel. Keep the page complete and current so it holds up when someone checks it, and put the actual publishing effort behind two or three individuals.
This is uncomfortable for firms accustomed to institutional voice, and it is the single biggest determinant of whether LinkedIn works for you.
What performs
- A specific opinion about your industry. Not a summary of consensus — a position that some peers would dispute.
- What you actually saw. A deal that fell apart and why. A pattern across the last twenty clients. A number nobody else has. This is the most under-supplied content on the platform.
- Teaching the thing you get paid for. Firms fear giving away the answer. In practice, demonstrating that you know it is what generates the enquiry.
- The process behind the work, including what went wrong.
- Plain writing. No corporate register, no engagement-bait formatting, no one-line-per-paragraph gimmicks.
What does not perform: reposted press releases, event photo dumps with no commentary, congratulations posts, and anything that could have been written by any firm in your category.
A realistic cadence
- Two posts a week per person, from two or three people. More than that is unsustainable for a firm with real client work.
- Fifteen minutes a day in comments on other people's posts, in your actual industry. This does more for reach and relationships than posting does, and almost nobody does it.
- One substantial piece a month — a genuine analysis, with data if you have it.
- Reply to every comment on your own posts. Consistently the highest-leverage twenty minutes available.
Outreach without being the person everyone blocks
Cold LinkedIn pitching has been so thoroughly abused that the default assumption on a connection request is that a sales sequence is attached.
What still works:
- Engage before connecting. Comment usefully on someone's work for a few weeks first.
- Connect with no pitch. None. The message that says nothing but a genuine reason for connecting outperforms every template.
- Ask a real question if you message at all.
- Never pitch in the first message. The moment you do, you have been categorised.
The uncomfortable truth is that this channel rewards patience, and most firms abandon it at the point where it starts to work.
The Miami angle
Two things make this market distinctive on LinkedIn:
- Relocation. A continuous flow of companies and executives moving here, all of whom need local providers and none of whom have relationships yet. Content that helps someone navigate doing business in South Florida reaches a genuinely high-value audience.
- Cross-border. Miami is the operational hub for a great deal of Latin American business. Publishing in Spanish as well as English addresses an audience most US firms cannot reach and most local firms do not bother to.
What to measure
- Profile views — the leading indicator that content is reaching the right people
- Connection requests received rather than sent
- Inbound conversations started
- Meetings attributable to the channel, tracked by simply asking
- Time to first enquiry — expect a quarter or more before anything meaningful appears
The bottom line
Publish from people rather than the company page, say something specific enough to be disagreed with, spend more time commenting than posting, and never pitch in a first message. In a market this under-served, consistency alone will put you ahead of nearly everyone in your category.
For choosing partners to help with it, see the twelve questions.
Want a LinkedIn programme that produces enquiries? Let's talk.