LinkedIn Content Strategy for Odoo and ERP Consultants | Netwarm
LinkedIn playbook · Case study
LinkedIn content strategy for Odoo and ERP consultants: how a Swiss Odoo partner reached 161 SME owners
We read every reaction on 30 posts from a Swiss Odoo Gold Partner's sales lead. 1,041 people, 161 SME owners and executives. Here is what brings buyers, what brings peers, and the 5 posts we'd publish next.
Max Sawyer · Netwarm··11 min read
The creator in this case studyA Swiss Odoo Gold Partner sales lead
Ideal client: owners and managing directors of Swiss SMEs (founders, CEOs, gérants) whose management runs on Excel, email and memory.The challenge: After closing a family company in 2019, the consultant promised to help Swiss entrepreneurs who run their business without visibility. Odoo partners, consultants and coaches react a lot. Do the posts reach the owners?
Key takeaways
These numbers are from 30 October. Your audience has already moved.
New SME owners turn Hot every week and others go quiet. Run your free scan to see today’s version, with the names.
1 reader in 6 is an SME owner or executive.161 founders, CEOs, owners and directors reacted in 6 weeks, 15.5% of everyone who reacted. Peers are 42.4%.
Swiss inventors beat Odoo tips.The inventor stories bring 1.5x more owners per reaction than Odoo tips, and about 4x more per post (14.5 vs 3.8).
10 owners are Hot right now.They reacted to 5 posts or more. One of them reacted to 16 of 30.
01
Who actually reads you, and what the LinkedIn algorithm changed
The consultant posts about 5 times a week: Odoo tips and news, the Odoo Experience event, portraits of little-known Swiss inventors, client visits and very personal stories. One feed, many audiences.
The LinkedIn algorithm shows a post to the people who reacted to the last ones, then to people like them. When Odoo partners and coaches react the most, the feed keeps reaching more of them. Reach can't tell whether the owners who buy an ERP project are in it. Who reacted can. We looked at every person who reacted between 22 September and 30 October, and sorted them by role.
30posts in 6 weeks
1,041people reacted
161SME owners and executives
17came back 3+ times
Audience by roleThe 1,041 people who reacted, by roleFree
Peers lead: 441 Odoo partners, ERP consultants, coaches, trainers and marketers. They comment, share and push reach, and a few of them refer projects. Very few of them buy an ERP.
The buyers are there too: 161 founders, CEOs, owners and directors, many of them running Swiss SMEs in heating, construction, retail, services and transport. 1 reader in 6.
SeniorityAll people who reactedFree
Founder, owner, C-level12.3%
Director, VP3%
Manager9.4%
Independent6.9%
Other68.4%
IndustriesSME owners onlyNetwarm
Construction, energy and industry14.3%
Hidden in preview00%
Hidden in preview00%
Hidden in preview00%
Hidden in preview00%
See all industries and company sizes in your free scan.
Core audience17 SME owners engaged 3+ times · 10 engaged 5+ timesNetwarm
17 SME owners keep coming back. One of them reacted to 16 of the 30 posts.See your regulars
Engager company sizeEveryone who reacted, by company sizeNetwarm
Most Odoo partners judge a post by its reactions. A consultant who sells ERP projects to owners should judge it by who reacted.
We tagged each of the 30 posts by topic, then measured the share of SME owners and executives among the people who reacted, and how many of them each post reached.
Your topicsWhat your 30 posts were aboutFree
30posts
Odoo and ERP tips8
Founder and client stories7
Odoo news and events6
Personal stories and causes5
Swiss inventor stories4
Topics that attract SME ownersShare of each topic’s reactions from SME ownersNetwarm
Swiss inventor stories17.7%
Founder and client stories17.3%
Personal stories and causes14.7%
Odoo news and events13.5%
Odoo and ERP tips11.6%
One topic reaches 4x more SME owners per post than another. See which.See which topics
Swiss inventor stories bring 1.5x more SME owners per reaction than Odoo tips, and reach about 4x more of them per post: 14.5 against 3.8.
Posts that brought the most SME ownersShare of SME owners in each post’s reactions1 of 5 open
#1When the news makes you feel powerless29.6%
#2Beda Hefti, the engineer who built Swiss pools23.3%
#3The day we liquidated our company20.9%
#4Dreaming of the entrepreneurs of the past20.8%
#5Stefan Kudelski, the man behind Nagra20%
For comparison, the 8 Odoo and ERP tips brought 30 owners in total, 3.8 per post. The most help for owners got the fewest of them: lists and metaphors read like advice for other consultants.
These rules come from what worked on the consultant's own profile over the last 3 months, and from the best-performing posts by French-speaking Odoo and ERP creators on LinkedIn since August.
1
Tell the story of a Swiss builder. Owners read about people like them: someone who started with an idea, a workshop and a risk. A Swiss name they don't know makes them stop.On this profile: the 5 most-engaged posts of the last 3 months are all Swiss business stories, from 286 to 553 likes. In October the inventor stories reached 14.5 owners per post, the Odoo tips 3.8.
Tell the failure, not only the win. Owners have all lived a month where everything could fall. A founder who says it out loud earns more trust than a success story.On this profile: the post about liquidating the company in 2019 brought 20.9% owners, 18 of them. Another post on the same loss in September got 260 likes and 69 comments.
Open on what an owner said. A real sentence from a client meeting reads like news. A list of steps reads like a course for consultants.On this profile: the « mauvaise image » post reached 18 owners on its own, more than half of all 8 Odoo tips together (30).
Turn Odoo news into what the client pays. Owners don't care about the keynote. They care about their bill and their time. Say it on the day, in their numbers.Across the niche: an Odoo integrator's keynote-day post on what the new pricing means for clients got 139 likes and 27 comments. The consultant's post on the same pricing, five days later, got 25 reactions.
Show a real test, with real numbers. A partner who tried the new feature on a real database, and says what it cost, sounds like the advisor an owner wants.Across the niche: a 2k-follower Odoo specialist's test of the AI in Odoo 20, with the euros spent in 15 minutes, got 102 likes and 40 comments.
Skip the one-liners and link posts. A joke or a bare link gives owners nothing to keep. Save the slot for a story.On this profile: the Friday joke brought 1 owner, the Odoo 20 video link none (5 reactions on LinkedIn).
When SME owners read: the best time to post on LinkedIn for Odoo and ERP consultants
We compared the share of SME owners by the day each post was published (Zurich time). 29 of the 30 posts went out at 8:00, so there is no hour comparison yet.
Share of SME owners by posting dayAmong the people who reacted to each postFree
17.9%
Mon
14.9%
Tue
13.1%
Wed
14.7%
Thu
13.8%
Fri
29.6%
Sun
Monday brought 17.9% owners over 5 posts and 13 owners per post, the best day. But all 4 inventor stories went out on a Monday, so the topic explains part of it. Sunday's 29.6% rests on a single post.
Keep Monday 8:00 for the Swiss story, and give a founder or client story the Wednesday or Thursday slot. Test one Odoo post in the afternoon to see whether owners read later in the day.
05
5 posts ready to publish to target SME owners
Each post follows the rules above, in the consultant's voice and in French, like the rest of the feed. Check every date and swap in your own details before posting.
1Ready to postSwiss inventor story
Georges de Mestral, l'ingénieur vaudois qui a inventé le VelcroRule 1: the Swiss builder story, on a Monday at 8:00 like the four inventor posts. Built like the Nagra post, with the lesson for owners at the end.
Hook
Vous ne connaissez probablement pas Georges de Mestral.Et pourtant, vous utilisez son invention presque tous les jours.Né en 1907 dans le canton de Vaud, il étudie à l'EPFL et devient ingénieur.Un jour de 1941, il rentre d'une balade dans le Jura avec son chien. Son pantalon et le pelage de l'animal sont couverts de fleurs de bardane.La plupart d'entre nous les auraient simplement retirées.Lui les place sous un microscope.Il découvre des centaines de minuscules crochets qui s'accrochent aux boucles du tissu.L'idée est là. Mais il lui faudra des années pour la transformer en produit : trouver la bonne matière, la bonne machine, la bonne façon de produire en série.Beaucoup lui disent que ça ne marchera jamais.Il dépose finalement son brevet au début des années 1950 et lui donne un nom : Velcro. VELours et CROchet.Aujourd'hui, on en trouve dans les chaussures, les vêtements, les hôpitaux… et jusque dans l'espace.Ce que j'aime dans cette histoire, c'est qu'elle ne commence pas par une grande ambition.Elle commence par une petite gêne du quotidien, que quelqu'un a pris le temps d'observer au lieu de la subir.Dans nos entreprises aussi, les meilleures améliorations naissent souvent de ces irritations qu'on ne voit plus.Quel autre inventeur suisse méconnu devrais-je raconter ensuite ?
Visual · Single imageAn archive photo of Georges de Mestral, or a close-up of a burdock burr next to a Velcro strip, with the name in large type.Check before postingCheck the dates (birth 1907, the 1941 walk, the patent years) against a reliable source before posting.
« On a déjà essayé un ERP. Plus jamais. »Rule 3: open on what an owner said, then the lesson. Built like the « mauvaise image » post, the best Odoo post of the period for owners.
Hook
« On a déjà essayé un ERP. Plus jamais. »C'est la première phrase qu'un dirigeant m'a dite la semaine dernière, avant même de s'asseoir.Son entreprise : 25 personnes, une belle croissance, et un logiciel installé trois ans plus tôt en quelques semaines.Ce qu'il m'a montré ensuite, je le vois souvent :→ un ERP utilisé pour la facturation, et c'est tout
→ les stocks toujours suivis sur Excel
→ les devis préparés dans Word, puis ressaisis
→ et une équipe convaincue que « le système ne marche pas »Le logiciel marchait.Personne n'avait pris le temps de cartographier les flux avant de le paramétrer. Ni d'impliquer les équipes qui allaient l'utiliser chaque jour.Alors on n'a pas parlé d'Odoo pendant ce premier rendez-vous.On a parlé de sa journée. De ce qu'il ressaisit. De ce qu'il cherche. De ce qu'il ne voit pas.Un ERP ne corrige pas une organisation floue. Il la rend visible.Et c'est une bonne nouvelle : une fois qu'on la voit, on peut la changer.Vous aussi, vous avez une mauvaise expérience d'ERP derrière vous ? Racontez-moi ce qui a coincé 👇
Visual · Single imageA photo of you in a client meeting room, notebook open, no screen visible. The quote in large type on top.Check before postingUse a real first meeting and its real details (team size, tools). Keep nothing that could identify the client.
Louis Chevrolet, le Chaux-de-Fonnier qui a donné son nom à une marque… sans en profiterRules 1 and 2: a Swiss builder, and a setback told honestly. Same opening as the Stucky and Hefti posts.
Hook
Vous connaissez tous la marque. Beaucoup moins l'homme qui lui a donné son nom.Louis Chevrolet naît en 1878 à La Chaux-de-Fonds.Enfant, il part avec sa famille en Bourgogne. Il répare des vélos, puis des moteurs, avant de traverser l'Atlantique.Aux États-Unis, il devient pilote de course. Et un mécanicien hors pair.En 1911, il fonde avec l'homme d'affaires William Durant une nouvelle entreprise automobile. Elle porte son nom : Chevrolet.Mais très vite, les deux associés ne veulent plus la même chose.Lui veut des voitures performantes. Son associé veut des voitures simples et bon marché, pour vendre en volume.En 1915, Louis Chevrolet quitte l'entreprise et revend ses parts.La marque, elle, deviendra l'une des plus vendues au monde.Il continuera à construire des moteurs et des voitures de course, mais ne retrouvera jamais un succès comparable.Cette histoire me parle, parce que j'ai moi aussi vu une entreprise m'échapper.Et elle rappelle une chose que je répète souvent aux dirigeants : avoir son nom sur la porte ne suffit pas.Il faut savoir où va l'entreprise, avec qui, et sur quels chiffres on décide.Quel autre entrepreneur suisse méconnu aimeriez-vous que je raconte ?
Visual · Single imageAn archive photo of Louis Chevrolet at the wheel of a race car, with « La Chaux-de-Fonds, 1878 » in the corner.Check before postingCheck the dates (1878, 1911, 1915) against a reliable source. Keep the sentence about your own company only if you are comfortable linking the two stories.
5 questions avant de choisir OdooThe lead magnet: the readiness grid from the 23 October post, offered for a comment instead of a call. Built like the budget template and COCKPIT posts below.
Hook
Avant de choisir un ERP, posez-vous 5 questions.Si vous répondez non à 3 d'entre elles, attendez.Après plus de 170 PME accompagnées, c'est la grille que j'utilise en premier rendez-vous 👇1️⃣ Vos processus sont-ils clairs ?
Vente, stock, facturation : savez-vous qui fait quoi, et dans quel ordre ?2️⃣ Vos données sont-elles propres ?
Clients, articles, tarifs : une seule version, ou trois fichiers qui se contredisent ?3️⃣ La direction porte-t-elle le projet ?
Un ERP délégué « à l'informatique » finit rarement bien.4️⃣ Vos équipes sont-elles prêtes à changer leurs habitudes ?
Le logiciel s'adapte. Les habitudes, beaucoup moins.5️⃣ Combien d'outils et de ressaisies freinent votre croissance ?
Comptez-les. Le chiffre surprend presque toujours.Majorité de oui : vous êtes prêt.
Beaucoup de « partiellement » : la priorité, c'est la structuration. Pas le logiciel.La vraie question n'est pas « Quel ERP choisir ? ».
C'est « Mon entreprise est-elle prête à être structurée ? ».P.S. J'ai transformé ces 5 questions en grille d'une page, avec un score et ce qu'il faut faire selon votre résultat. Commentez GRILLE et je vous l'envoie en message privé.
Visual · Single imageThe one-page grid itself: the 5 questions with oui / partiellement / non boxes and the score at the bottom, the same page you send.Check before postingHave the one-page grid ready before posting, and answer every comment the same day.
Ce que 170 PME m'ont appris sur leur gestionRules 2 and 3: experience in the first line, owners' real situations in the body. Built like the 10-step post, the Odoo tip that brought the most owners.
Hook
+170 PME digitalisées. Voici les 5 erreurs que je vois revenir le plus souvent.Je les connais bien : avec mon mari, nous les avons presque toutes faites dans notre propre entreprise.1. Attendre d'être débordé pour s'organiser
Quand on cherche un outil en pleine croissance, on le choisit dans l'urgence. Et on le paramètre mal.2. Garder les chiffres dans la tête du dirigeant
Si vous êtes le seul à savoir où en est la trésorerie, votre entreprise dépend de votre mémoire.3. Empiler les outils
Un logiciel pour les devis, un pour la compta, un fichier pour les stocks. Et des heures de ressaisie entre les trois.4. Confondre chiffre d'affaires et rentabilité
Un client qui rapporte beaucoup peut coûter encore plus en temps passé.5. Digitaliser sans les équipes
Un outil choisi sans ceux qui l'utilisent sera contourné en trois semaines.La bonne nouvelle : aucune de ces erreurs n'est une fatalité.Elles se corrigent une par une, en commençant par celle qui vous coûte le plus de temps.Laquelle reconnaissez-vous chez vous ? 👇
Visual · Carousel6 slides: one per mistake with a short line, then a last slide with the question. Your colours, no software screenshots.Check before postingSwap in the mistakes you really see most often, and keep the line about your own company only if it is true for you.
Free forever: unlimited scheduling through LinkedIn’s official API, with images, video and PDF carousels.
06
LinkedIn lead generation: lead magnets that work to target SME owners
Reactions show interest. A download shows intent. The fastest way to find out which owners are thinking about an ERP is to give them something useful and see who asks for it.
For French-speaking SME owners and finance leads, these formats get the most requests:
Format 1The ready-made cockpitA dashboard an owner can open on their own numbers tomorrow: margin, cash, late payments, in one file.
Format 2The template with the formulas in placeA spreadsheet that does one painful job, like budget against actual: you fill it in, it calculates.
Format 3The practical guide for ownersA short guide that names the owner in line one and lists exactly what's inside.
La grille « Prêt pour Odoo ? » : 5 questions, un score, la suite à donner
Our pick for you: “La grille « Prêt pour Odoo ? » : 5 questions, un score, la suite à donner”Built from the consultant's 23 October readiness grid: the 5 questions on one page, with a score and what to do for each result. Offer it in the P.S. of post 4 instead of a call link. Every request is an owner saying an ERP is on the table this year, which is exactly the moment to talk.With a Reveal link, every person who downloads it is shown by name, with their role and how warm they are. Your first Reveal link is free.Create your free Reveal link
07
From reactions to clients
Content brings SME owners to the profile. It doesn't say when to reach out. Most never comment, so they stay invisible. 17 owners reacted to 3 posts or more over the 6 weeks, and 3 of them reacted to 3 or more of the 5 posts of the last week.
On LinkedIn, the right moment to start a conversation is when someone keeps coming back. We call that Hot: 5 or more points over 90 days, where a reaction counts 1, a repost 2, a download or a reply 4.
Hot right now10 SME owners · not contacted yetNetwarm
10 SME owners are Hot. See who to message first.See who’s Hot
First messageAn opener for each Hot person, based on the posts they readNetwarm
Bonjour Pierre, vous suivez mes portraits d'inventeurs suisses depuis quelques semaines. Côté gestion, vous êtes toujours sur Excel chez vous ?Bonjour Sandra, j'ai vu vos réactions sur mes posts Odoo. Un projet ERP est sur la table cette année ?
A first line for each of them, ready to send.See the openers
Netwarm sends nothing for you. It tells you who and when, and you write the message. It also works inside Claude and ChatGPT: ask “Who's Hot today?” and get the list.
08
FAQ
Stories owners recognise themselves in: Swiss builders, a founder's setback, what a client said in a meeting. On this profile those bring 17% to 18% owners, against 11.6% for Odoo tips.
For this consultant, Monday brought 17.9% SME owners over 5 posts, and 13 owners per post. Sunday's 29.6% rests on one post, so treat it as a test. Nearly every post went out at 8:00.
This consultant posts about 5 times a week and reaches about 1 owner in 6. The volume works as long as the stories get the best slots, and one-liners or link posts don't take them.
Look at who reacts, not how many. Group reactions by role, measure the share of your ideal clients per post, and follow the people who keep coming back. A free Netwarm scan does this for you.
Yes. Netwarm only reads public reactions to your own posts. It never logs in as you, never asks for your password, and never messages anyone for you.
How we made this playbook
We read the public reactions on 30 posts published between 22 September and 30 October 2026 (the first 100 reactors of each post), and sorted the 1,041 people by role. Comments were not counted, so engagement figures are a floor.
Niche rules come from top posts by French-speaking Odoo, ERP and SME management creators since August, and from the consultant's own best posts of the last 3 months. Role groups are approximate; a Netwarm scan matches people to your own ideal client.