Why Your LinkedIn Company Page Gets No Engagement And How to Fix It

Speaker: 00:00:00

You're putting all of this effort into your LinkedIn Company Page

Speaker: 00:00:02

and all you hear are crickets.

Speaker: 00:00:05

So in today's episode, I thought we'd talk about the ways that you can improve your

Speaker: 00:00:09

LinkedIn Company Page engagement rate.

Speaker: 00:00:28

G'day everyone.

Speaker: 00:00:29

It is coach Michelle J Raymond, and I hope that LinkedIn's been treating you well.

Speaker: 00:00:34

And this week we're back onto LinkedIn Company Pages.

Speaker: 00:00:37

Of course, it's one of my favourite topics, but it's also the one that most

Speaker: 00:00:41

people reach out and they've got questions or let's be clear, you're up against it

Speaker: 00:00:47

with the LinkedIn algorithm and they're wondering like, how do I fix this?

Speaker: 00:00:51

So in most cases, the Company Page admins, whether you're a social

Speaker: 00:00:55

media manager, whether you're doing it for your own business, maybe

Speaker: 00:00:58

you're a B2B marketing manager.

Speaker: 00:01:01

Most of you are being measured on things like follower growth, followed

Speaker: 00:01:05

by impressions, followed by engagement.

Speaker: 00:01:09

So today we're going to look at the third one, engagement, and what are the things

Speaker: 00:01:13

that I think are causing the problem, and most importantly, how can you fix it?

Speaker: 00:01:18

I know that I just briefly mentioned the LinkedIn algorithm,

Speaker: 00:01:22

but the truth is it really doesn't favour LinkedIn Company Pages.

Speaker: 00:01:26

And just a quick scroll of the home feed, and you'll see that your content is not

Speaker: 00:01:32

being shown as much as that of personal profiles or sponsored content, i. e. paid

Speaker: 00:01:38

campaigns through LinkedIn Company Pages.

Speaker: 00:01:41

So given that's the case, the fact is when it comes to LinkedIn Company

Speaker: 00:01:45

Pages, if we want results, we've really got to get strategic and most

Speaker: 00:01:50

importantly, intentional with our actions.

Speaker: 00:01:52

In today's episode, I really want to talk about the biggest mistakes that

Speaker: 00:01:57

I think are killing your engagement on your Company Page, how you can fix them.

Speaker: 00:02:02

But before we do that, here's a quick word about our podcast sponsors, Metricool.

Speaker: 00:02:59

The biggest mistake that I see coming from LinkedIn Company Pages across

Speaker: 00:03:04

the board and this is going to sound hilarious coming from somebody that

Speaker: 00:03:08

is all about leveraging LinkedIn for business growth, is that the

Speaker: 00:03:11

focus is entirely on get more leads.

Speaker: 00:03:17

And I don't care what your role is within the business, but when your focus is

Speaker: 00:03:21

on get more leads, then in turn, the content is geared towards get more leads.

Speaker: 00:03:30

And let's be clear, nobody's coming on to LinkedIn to just have this stuff coming at

Speaker: 00:03:36

them all day, every day from your brand.

Speaker: 00:03:39

So what kind of content falls under the banner of lead gen content?

Speaker: 00:03:43

Think about these things.

Speaker: 00:03:44

We are talking about white papers where you have to go off and give

Speaker: 00:03:48

your email address in exchange to be able to download something.

Speaker: 00:03:52

We also have a look at events.

Speaker: 00:03:55

You know the ones.

Speaker: 00:03:56

Go to an external landing page, sign up for the event, drop your

Speaker: 00:04:00

email address in, then we're going to share the details with you.

Speaker: 00:04:04

Also, we've got book a demo, another classic lead gen post that goes

Speaker: 00:04:09

through on too many Company Pages.

Speaker: 00:04:12

We've got promos and giveaways, probably not something that I see a lot.

Speaker: 00:04:15

I don't necessarily think that they're the culprit, but if they're only

Speaker: 00:04:19

being used with all of the other types of lead gen content, then that

Speaker: 00:04:23

playbook gets pretty monotonous.

Speaker: 00:04:26

And also sharing of case studies.

Speaker: 00:04:28

And the main theme that happens through these is people can

Speaker: 00:04:31

smell that from a mile away.

Speaker: 00:04:34

They're really aware that, hey, you just want my email address.

Speaker: 00:04:37

So you can put me into a funnel so that you can go and spam

Speaker: 00:04:41

me with stuff afterwards.

Speaker: 00:04:42

And you may be arguing, but Michelle, it's marketing.

Speaker: 00:04:45

It's not spamming.

Speaker: 00:04:47

And I beg to differ because it's not up to me.

Speaker: 00:04:51

It's not up to you.

Speaker: 00:04:52

It's up to your audience.

Speaker: 00:04:53

And if your engagement rate on LinkedIn is showing that your

Speaker: 00:04:57

audience is not commenting, they're not liking, they're not showing

Speaker: 00:05:01

up, then that's the real judge.

Speaker: 00:05:03

At the end of the day, my opinion doesn't matter.

Speaker: 00:05:06

But if you are getting measured on engagement rate and you keep posting lead

Speaker: 00:05:12

gen content, then you're on a highway to nowhere and you are not going to

Speaker: 00:05:17

get those results that you're after.

Speaker: 00:05:19

And the problem is that ultimately you fatigue the audience.

Speaker: 00:05:23

They're like, yeah, yeah, yeah.

Speaker: 00:05:25

When it's in here once or twice, it's great.

Speaker: 00:05:28

But when it's every single post, you want something from me.

Speaker: 00:05:33

Oh, it's a bit of a snooze fest.

Speaker: 00:05:36

And the main issue that I have with this is not that they're not valid

Speaker: 00:05:40

forms of content is the fact that there's a bigger opportunity that you

Speaker: 00:05:45

are missing out on for your brand.

Speaker: 00:05:53

The main issue that I have with lead gen content is the fact that it is a

Speaker: 00:05:59

really short term focus, and there's a bigger opportunity that you're missing

Speaker: 00:06:04

out on, and that is building your brand.

Speaker: 00:06:07

And that's typically what people will refer to on LinkedIn as demand generation

Speaker: 00:06:12

content, which we're going to have a look at that in a moment, but it really,

Speaker: 00:06:16

the main difference is shifting your focus from trying to get your audience

Speaker: 00:06:20

to take action immediately, to building your brand, so we have long term actions.

Speaker: 00:06:27

Because as we've shared before in previous podcast episodes, if you

Speaker: 00:06:30

look at things like the 95-5 rule that LinkedIn produced with the B2B

Speaker: 00:06:35

Institute, then what you're looking at is most of your audience pretty much

Speaker: 00:06:39

right now are not in the market to buy.

Speaker: 00:06:42

So if you keep shoving lead gen content, Hey, come this way.

Speaker: 00:06:45

Are you ready to buy?

Speaker: 00:06:46

And they're looking at it going no, honestly, I just

Speaker: 00:06:49

wanted to learn something.

Speaker: 00:06:50

I've got a problem.

Speaker: 00:06:51

I was hoping you might be able to solve it.

Speaker: 00:06:53

And all you're doing is give me your email address.

Speaker: 00:06:55

Give me your email address.

Speaker: 00:06:57

And realistically, it's just with some graphic that really doesn't

Speaker: 00:07:01

exchange any value with them.

Speaker: 00:07:03

So it's a one sided relationship.

Speaker: 00:07:05

And as I say, people can smell that desperation from a mile away.

Speaker: 00:07:10

And we want more than that for your brand, because I know if we focus on the

Speaker: 00:07:15

longterm, if we build your brand, this is where we get to charge higher prices.

Speaker: 00:07:19

This is where people can recall your brand because you are top of mind.

Speaker: 00:07:24

This is how you distinguish yourself from your competitors.

Speaker: 00:07:27

All really cool stuff, whether you come from marketing, sales or you're the

Speaker: 00:07:30

business owner and really care about both.

Speaker: 00:07:33

And so after the break, let's take a look at demand generation content and how this

Speaker: 00:07:41

can really help your engagement rate.

Speaker: 00:08:03

What is this demand generation content that I speak of?

Speaker: 00:08:07

Well, I'm glad you asked and I'm glad you're here listeners because ultimately

Speaker: 00:08:12

this is the kind of content that distinguishes you from your competitors.

Speaker: 00:08:17

And we are talking about content that focuses on educating your audience,

Speaker: 00:08:24

we are doing things in service of them, content that helps them make buying

Speaker: 00:08:29

decisions, content that helps them solve maybe small problems in their business.

Speaker: 00:08:34

So when they move on to those bigger ones where they need help,

Speaker: 00:08:37

well, guess who they think of?

Speaker: 00:08:39

Your brand.

Speaker: 00:08:41

Now, when you create content that is in service of your audience and they

Speaker: 00:08:45

find it really valuable and useful, you are building that know, like and trust

Speaker: 00:08:51

factor, which we're always talking about.

Speaker: 00:08:53

Now, I don't know about you, but if I find a piece of content and I don't really care

Speaker: 00:08:57

where it comes from, but if it helps me get towards my goals better, then I am

Speaker: 00:09:04

the one that is going to leave a comment and say thank you for sharing that.

Speaker: 00:09:08

I've been having this issue, or I'll just hit the like button

Speaker: 00:09:12

as a simple way of acknowledging that I got value from that post.

Speaker: 00:09:17

But if you're just talking about yourself as the brand, and again,

Speaker: 00:09:20

going back to that lead gen content, where it's all about you.

Speaker: 00:09:24

Then I'm not going to do that because I'm going to keep scrolling.

Speaker: 00:09:28

So what's some really good examples of demand gen content?

Speaker: 00:09:33

Well, this is what we would probably talk about in terms of thought

Speaker: 00:09:37

leadership posts and industry insights.

Speaker: 00:09:40

Especially if you've done some really great research internally in your business

Speaker: 00:09:45

and you share those results, those posts always perform so well on LinkedIn.

Speaker: 00:09:51

Why?

Speaker: 00:09:52

Because people can't find that information anywhere else.

Speaker: 00:09:55

It's unique to you and your brand and that is what makes it super valuable.

Speaker: 00:10:02

And again, how can they use what they've learned in their day to day life?

Speaker: 00:10:07

So think about who is your target audience?

Speaker: 00:10:10

You know, I've been thinking about this a lot this week, you know, Your ideal

Speaker: 00:10:14

customer profile, ICP as it's thrown around, like everybody needs to define it.

Speaker: 00:10:20

That's great.

Speaker: 00:10:22

But if you don't keep them in mind while you're creating content,

Speaker: 00:10:25

realistically, it's a waste of time.

Speaker: 00:10:28

And this is why when you create thought leadership content, you really have to

Speaker: 00:10:33

be focused on who you're doing it for and hint: thought leadership content,

Speaker: 00:10:41

in my opinion, is never, ever, ever about making the brand look good, but

Speaker: 00:10:48

it is every single time instilling confidence in your audience so that

Speaker: 00:10:54

they look good, so that they achieve their goals, so that they get closer to

Speaker: 00:10:58

those KPIs, which they're measured on.

Speaker: 00:11:01

And when you focus on that, the audience feels that and they're drawn to that

Speaker: 00:11:08

and they want more of that and they may not engage as much as if it's person

Speaker: 00:11:14

to person, like over on the personal content, but it will absolutely fix your

Speaker: 00:11:20

engagement issues on your Company Page.

Speaker: 00:11:22

If you start to switch things around from all about the brand

Speaker: 00:11:26

to all about your ideal audience.

Speaker: 00:11:34

We've established that there's lead gen content and demand gen content and neither

Speaker: 00:11:40

of them are good or bad, right or wrong.

Speaker: 00:11:44

The holy saviour of all content on LinkedIn that's gonna bring

Speaker: 00:11:48

in all of these leads or not.

Speaker: 00:11:50

But the most powerful thing that I can give you today to fix your

Speaker: 00:11:54

engagement rate is to make sure that we are using a good balance of both.

Speaker: 00:12:01

And when I talk about my 3 2 1 content strategy, that is

Speaker: 00:12:07

exactly what we are going to do.

Speaker: 00:12:10

Now I've covered it in episodes from quite a while back, but I think this

Speaker: 00:12:14

is so important to help you fix your engagement rate on your Company Page.

Speaker: 00:12:19

I'm going to go over it again and you are going to want to write this down

Speaker: 00:12:22

or go and check out the transcript.

Speaker: 00:12:24

There's always a fully edited transcript in the show notes.

Speaker: 00:12:28

And so go back and take a look at this.

Speaker: 00:12:31

Okay.

Speaker: 00:12:32

So now that you're ready, here's how the three, two, one content strategy works.

Speaker: 00:12:38

It is all about having the right mix of demand gen and lead gen content.

Speaker: 00:12:47

Now, how does it work?

Speaker: 00:12:48

We're talking three plus two plus one equals six posts.

Speaker: 00:12:53

Now if we look at those six posts on a Company Page for most businesses,

Speaker: 00:12:58

if you are of a reasonable size, we would spread that out over two weeks.

Speaker: 00:13:03

I think that's a nice number.

Speaker: 00:13:05

If you create less, spread it out.

Speaker: 00:13:07

This is all about how much we rotate the different types of content more

Speaker: 00:13:12

than how quickly we get it done.

Speaker: 00:13:15

So let's take a look at the first type of content, which is three posts.

Speaker: 00:13:19

The three posts are what we call Good To Know.

Speaker: 00:13:23

And this is where you can share those industry insights.

Speaker: 00:13:27

This is where you are giving us helpful tips on how I can make

Speaker: 00:13:33

choices, make decisions, make buying decisions on the other side.

Speaker: 00:13:37

So think about your ideal audience.

Speaker: 00:13:39

What problems do they have?

Speaker: 00:13:41

As people say, not the headache everyday ones, but what about those migraine

Speaker: 00:13:45

ones that keep them up at night?

Speaker: 00:13:47

How can your business help them solve those types of things?

Speaker: 00:13:52

And quite often when you've got a business that's got subject matter experts.

Speaker: 00:13:56

You've got leadership teams.

Speaker: 00:13:57

You've got a wide variety of people working in the business.

Speaker: 00:14:01

You have such a pool of knowledge that you can create some amazing content

Speaker: 00:14:06

that can really help these people.

Speaker: 00:14:08

So working together as a team to give those really valuable and

Speaker: 00:14:13

I think actionable insights is really important and that is going

Speaker: 00:14:18

to help people on the other side.

Speaker: 00:14:19

So thought leadership type content from your brand, which falls under the demand

Speaker: 00:14:27

generation style of content, right?

Speaker: 00:14:29

So then we're going to move across into two posts.

Speaker: 00:14:32

Now, if we just do lots and lots of thought leadership, then it can

Speaker: 00:14:37

get pretty dry and boring and dull.

Speaker: 00:14:40

Sorry, but it's really hard for someone to have enough charisma to put that

Speaker: 00:14:46

kind of stuff across all the time.

Speaker: 00:14:48

So we need to have a good mix and especially with brands.

Speaker: 00:14:52

So two posts are what I call Good To Feel.

Speaker: 00:14:57

So what can your brand share that is a feel good type post where I can see

Speaker: 00:15:04

your brand and what it stands for.

Speaker: 00:15:07

So I want to see your values.

Speaker: 00:15:10

I want to see whether you care about your people.

Speaker: 00:15:13

I want to see behind the curtain of how stuff's made.

Speaker: 00:15:16

So think about what are the cool things that are going on in your business that

Speaker: 00:15:21

are not about your products and services.

Speaker: 00:15:23

This type of content is heavily focused on the people within your business

Speaker: 00:15:28

and the values that your business has.

Speaker: 00:15:31

And so this also falls under, I would say the demand gen content, because you're

Speaker: 00:15:37

giving your audience further insights into your business and again, helping

Speaker: 00:15:42

them choose whether they choose you or your competitor can sometimes come down

Speaker: 00:15:49

to not just the knowledge, but also the type of business and what you stand for.

Speaker: 00:15:54

Now that leaves us with one type of post that is left out

Speaker: 00:15:58

of the six when we're rotating.

Speaker: 00:16:00

And that is the Good To Buy posts.

Speaker: 00:16:03

And Good To Buy posts, these are our lead gen posts.

Speaker: 00:16:07

Again, they are super important, but they shouldn't be every single post.

Speaker: 00:16:14

But equally, please don't ignore these posts.

Speaker: 00:16:18

So this is where you can genuinely mix in things like register for my event,

Speaker: 00:16:23

things like download my white paper.

Speaker: 00:16:26

They have their place.

Speaker: 00:16:28

And the good part is you've already earned the right and the interest from

Speaker: 00:16:35

your audience and your community on LinkedIn to then want to know more.

Speaker: 00:16:40

And that is brilliant.

Speaker: 00:16:42

That is exactly the time that you want people to engage

Speaker: 00:16:46

with your lead gen content.

Speaker: 00:16:47

That is when they are ready.

Speaker: 00:16:49

That is when they trust your business.

Speaker: 00:16:51

They know that you show up and give value day after day, time after time.

Speaker: 00:16:56

So why wouldn't things like your events have that even more?

Speaker: 00:17:00

So again.

Speaker: 00:17:01

Three Good To Know, two Good To Feel, one Good To Buy.

Speaker: 00:17:05

And that is the perfect balance of demand gen content and lead gen content.

Speaker: 00:17:12

And when you get this mix right, I promise you, you will fix your

Speaker: 00:17:17

engagement rates and you will get those qualified leads that you're looking

Speaker: 00:17:22

for and not just qualified leads, but high quality leads, ones where they

Speaker: 00:17:27

show a really high level of interest.

Speaker: 00:17:30

I know that the 3 2 1 content strategy works.

Speaker: 00:17:34

I see it with my clients all the time.

Speaker: 00:17:36

And when we find the right balance and we're in service of our audience and we

Speaker: 00:17:40

stop focusing all about the brand and actually building your brand and building

Speaker: 00:17:48

that trust, that pays off in dividends.

Speaker: 00:17:57

Listeners, as I wrap up today's episode, I've got a challenge for you.

Speaker: 00:18:02

It's time to get this and put it into action.

Speaker: 00:18:05

I want you to go back to your Company Page, take a look at the

Speaker: 00:18:09

last 10 or 20 posts and mark them.

Speaker: 00:18:12

Were they Good To Know, Good To Feel or Good To Buy?

Speaker: 00:18:16

I. e., are you also doing demand gen and lead gen content?

Speaker: 00:18:21

And have you got that balance right?

Speaker: 00:18:24

And if when you go back over things and all you see is download my white paper,

Speaker: 00:18:29

sign up for my events, here's our case studies and things along those lines

Speaker: 00:18:34

where you're just talking about your brand because you want their email address.

Speaker: 00:18:37

You've got some homework to do.

Speaker: 00:18:39

So until next episode, cheers.