Why FM trade press still beats LinkedIn for owner-led firms
LinkedIn rewards frequency. Trade press rewards permanence. For FM business owners, only one of those compounds.
Every FM business owner I speak to has the same observation about LinkedIn: the posts that perform are not the posts that win contracts. They're the posts that perform.
Trade-press placement does the opposite. One article published in an FM title gets read by the buyer once, then it sits in Google as a permanent reference. Twelve months later, a procurement lead types your specialism into a search bar and reads the same piece. The work compounds.
The mistake owner-led firms make is treating LinkedIn as the strategy rather than the amplifier. A published article does the heavy lifting. LinkedIn redistributes it.
If you only have time for one channel, choose the one that's still doing work for you eighteen months from now.