Episode 178
Why Your LinkedIn Company Page Isn't Working (Plus 5 Quick Fixes)
Is your LinkedIn Company Page stuck in silence? LinkedIn Pages expert Michelle J Raymond breaks down the five biggest mistakes B2B brands make and what to do instead to drive real engagement, visibility, and results.
Key moments in this episode -
00:00 Why Your LinkedIn Company Page is Invisible
02:17 Unoptimised LinkedIn Page Setup
04:10 Boring LinkedIn Company Page Content
06:23 LinkedIn Unoriginal Content
08:40 Broadcasting Instead of Engaging
10:08 Don't Hide Your Employees
12:06 Take Action on LinkedIn
CONNECT WITH MICHELLE J RAYMOND
- Michelle J Raymond on LinkedIn
- Book a free intro call
- https://socialmediaforb2bgrowthpodcast.com/
- B2B Growth Co newsletter
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#LinkedIn #CompanyPage #B2BMarketing
Transcript
Your LinkedIn Company Page isn't invisible because LinkedIn is broken.
Speaker:It's probably because you're making one of these common mistakes, and in
Speaker:today's episode, we are gonna fix that.
Speaker:G'day everyone it's Coach Michelle J Raymond, your trusted guide to building
Speaker:your brand and your business on LinkedIn and I'm gonna be sharing with you today
Speaker:the five most common mistakes that I see on LinkedIn Company Pages, that is
Speaker:killing your engagement, your reach, and your follower growth, and therefore
Speaker:you're missing out on opportunities.
Speaker:These five mistakes that we're gonna be talking about today are pretty common.
Speaker:They apply whether you are a small business or large, they are not
Speaker:unique to any one industry and my favorite part is we're also gonna give
Speaker:you the solutions in this episode.
Speaker:So stick around and after this quick word from our podcast sponsors, Metricool we'll
Speaker:go into the five most common Company Page mistakes and the solutions to fix them.
Speaker:Let's get into it.
Speaker:Mistake number one.
Speaker:Your page setup hasn't been optimised, and there's two ways that
Speaker:we can optimise your page setup.
Speaker:Number one for search engine optimisation on LinkedIn, and number two, for
Speaker:your audience that is visiting.
Speaker:First of all, let's look at SEO for LinkedIn, and it's
Speaker:just like SEO on Google.
Speaker:You want to make sure that your page is discovered most often when
Speaker:people are using the search bar.
Speaker:And this might seem like this is so basic and is it really worth the effort?
Speaker:But as I've shared many times before, you will get up to 30% more weekly
Speaker:views of your page if you go back and fix this, and including keywords
Speaker:in your tagline, in your About section is really critical here.
Speaker:So make sure that you go back and do a quick audit, and often the
Speaker:same ones that you've already done all of the work for your website,
Speaker:or maybe it's for ads that you run.
Speaker:The good news is you can repurpose that in your About section and make sure that
Speaker:you're using exactly the same words.
Speaker:The second piece to why you wanna update this is for the visitors to your page.
Speaker:Do they know that they're in the right place?
Speaker:Do they know what you do, who you do it for, and what
Speaker:makes your business different?
Speaker:That is the key to writing a really good About section that helps your
Speaker:page get discovered by more people, and when you get discovered, then you
Speaker:can increase your followers, you'll have more engagement on your content,
Speaker:and ultimately more opportunities which you can grow your business with.
Speaker:That's why we're doing all of these tasks.
Speaker:So quick and easy one, go back and spend some time to update your
Speaker:LinkedIn Company Page in the About section, the tagline, and anywhere
Speaker:else that you find missing information.
Speaker:The second mistake that I see is boring content.
Speaker:And for some Page Admins that are listening to the podcast, you might be
Speaker:feeling a little guilty right about now.
Speaker:When I was at Social Media Marketing World, I went and watched a couple of
Speaker:the presenters who were specialists in YouTube and it was great to learn
Speaker:from people that have a similar audience, but do something completely
Speaker:different and see how they go around it.
Speaker:On YouTube video packaging is all about making sure you have the right topic,
Speaker:the right title, and the right thumbnail.
Speaker:So first of all, is your Company Page talking about a subject that
Speaker:people are actually interested in?
Speaker:That might sound like it's a bit crazy.
Speaker:Of course, you say in your mind, we're talking about what
Speaker:other people are interested in.
Speaker:But are you?
Speaker:Or are you talking about what the company wants to say?
Speaker:And they're two very different things quite often, so go
Speaker:back and take a look at that.
Speaker:When we look at the title, do you have great hook lines?
Speaker:Is the hook line stopping people in the scroll?
Speaker:Is your B2B buyer the person that is going to stop for that?
Speaker:And so making sure that we do work on those hook lines is really important.
Speaker:And lastly about the thumbnail, the images that go with our Company Page posts.
Speaker:Are they boring?
Speaker:Are they over branded and look like an ad? And hence, people keep scrolling.
Speaker:Go back, take a quick look and say to yourself, would I stop for this post?
Speaker:And if the answer is no, you know what you've gotta do and go and
Speaker:check out some of the YouTubers for advice on packaging for videos.
Speaker:Nick Nimmin is one of them.
Speaker:Roberto Blake.
Speaker:They're two that I really like.
Speaker:If you are not subscribed to my YouTube channel @MichelleJRaymond is where
Speaker:you'll find it got stacks of how-to videos to help you get more out of your
Speaker:Company Page and LinkedIn in general.
Speaker:I'd love it if you gave me a follow and subscribe over there.
Speaker:So think your content, is it boring or is it scroll stopping?
Speaker:Let's talk about mistake number three, which is unoriginal content.
Speaker:IE, your content comes across and sounds like everybody else in the industry.
Speaker:I had one of my clients, it was so dangerously close with the
Speaker:stock images, similar colors, same language, same insights.
Speaker:It was really difficult to tell who was who, even for me as I
Speaker:was working with this client.
Speaker:So we had to find new ways for it to sound different.
Speaker:If you wanna fix this problem, the easy solution is we need to find a
Speaker:way to differentiate our content.
Speaker:Now, this could be by injecting some emotions into it.
Speaker:Most Company Pages are so boring and unoriginal because it just sounds like a
Speaker:tech help desk response to most things.
Speaker:It doesn't bring any heart or doesn't bring any humor.
Speaker:It doesn't bring in sarcasm, anything.
Speaker:What does your brand stand for?
Speaker:Are you really passionate about things?
Speaker:Is that coming across in your content?
Speaker:And I've got one of my clients who works for an IT company and I have loved
Speaker:watching her with her page bring humour and photos of her team into pretty
Speaker:much every single post that we see.
Speaker:No one else in your industry obviously will have photos of your team, so
Speaker:that's another way that you can make things really unique and original.
Speaker:Often sharing your subject matter expertise and getting your experts to
Speaker:share why they think this about a topic in your industry, their unique perspective.
Speaker:What do they think is gonna happen?
Speaker:Why do they think that this is something people should pay attention to?
Speaker:Why is this new feature important?
Speaker:Changes it from just being a feature to something that's unique from
Speaker:the people within your business.
Speaker:Mistake number four for Company Pages.
Speaker:Creating content that is broadcasting at their audience and in no way, shape
Speaker:or form trying to engage with them.
Speaker:That is a huge problem.
Speaker:We can't blame the LinkedIn algorithm that you got zero engagement when
Speaker:really you were just talking at people and for me, this is the one that you
Speaker:think, no, there's no way that we do it.
Speaker:But the easiest way I spot this when I'm doing Company Page audits is I
Speaker:go in and have a look at the post and see if there is any questions of the
Speaker:audience in there, asking them for their feedback, their input, what are
Speaker:their thoughts on this particular topic.
Speaker:If you can't see any questions, that's a surefire sign that your Company Page
Speaker:content is just broadcasting at people.
Speaker:And this impacts your engagement because people will read it, maybe,
Speaker:if they've stopped long enough to see it and just go, mm-hmm.
Speaker:Almost like a shrug response.
Speaker:And they just keep scrolling and that's why you're not
Speaker:getting any likes or comments.
Speaker:And so from that perspective, the easiest fix that you can do here is just go
Speaker:in and start asking more questions.
Speaker:Ask your audience to involve themselves in the post.
Speaker:Think about what are some cool questions that you can ask.
Speaker:And this is why I love LinkedIn polls so much because they're an easy
Speaker:way to get responses from people.
Speaker:So mistake number four, we're broadcasting and not engaging with our community.
Speaker:The fifth biggest mistake that I see with LinkedIn Company Pages across the
Speaker:board is you are hiding your employees.
Speaker:There is often a fear that if we feature employees in LinkedIn
Speaker:posts that they will leave or they'll get poached by competitors.
Speaker:I appreciate that as business owners, your employees are the foundation
Speaker:of your success, and without them, that can have a real business impact.
Speaker:But featuring your staff in your post is the easiest way to stand out.
Speaker:It's not gonna be boring.
Speaker:People will stop the scroll.
Speaker:There's all kinds of upside that you are missing out on
Speaker:in case something may happen.
Speaker:And if your employees are working somewhere that it's a great work
Speaker:environment, that they're appreciated and acknowledged they're not
Speaker:going to leave at the first sign, somebody comes and asks them because
Speaker:they saw them featured in a post.
Speaker:I've been there and done that.
Speaker:The upside for you is if you do dare to put them out there, they
Speaker:are going to feel amazing and acknowledged and you can really
Speaker:help them stand out in the industry.
Speaker:And for me, when I look back, any boss that ever acknowledged the work that I
Speaker:did publicly, it just felt even better.
Speaker:So for me the risk of hiding them versus the reward of showing your
Speaker:team off and showing why you've got an amazing business, which you
Speaker:know will come back to your team.
Speaker:In most cases, getting their faces out there will make a big difference.
Speaker:So if you can get the faces of your team out there, you will stop people
Speaker:from scrolling past your content and they will keep an eye out for it.
Speaker:And that is the nature of creating content on a social media platform.
Speaker:At the end of the day, people wanna be social.
Speaker:We wanna know who are the people behind the curtain in your business?
Speaker:Let others get to know them, get to like them, get to trust them, and that is
Speaker:just gonna drive your business growth.
Speaker:I have given you the five most common mistakes, and I've also given you five
Speaker:easy solutions that you can implement.
Speaker:But if you don't take action, then you are going to continue to get the same results.
Speaker:Worst case scenario is your competitors do listen to this.
Speaker:They make those changes, and they start to grow a bigger community, more
Speaker:followers, and get more opportunities and steal them away from your business.
Speaker:So that's what's at stake here listeners.
Speaker:If today's episode gave you even one idea that you could go
Speaker:away and fix, then take action.
Speaker:Make that happen between now and the next episode because it's taking action
Speaker:that will get you better results on LinkedIn and drive that business growth.
Speaker:Until next week, cheers.
