Episode 175

Why No One Follows Your LinkedIn Page (What to Do About It)

Struggling to grow your LinkedIn Company Page? In this episode, LinkedIn strategist Michelle J Raymond shares the top four reasons your Page isn’t gaining traction. From lack of strategy to inconsistent content, and what to do to finally see results. Discover how B2B businesses can get back on track, even with limited time and resources.

Key moments in this episode - 

00:00 Tackling Company Page Frustrations

03:30 LinkedIn Company Page Strategy

07:08 Keeping Up with LinkedIn Changes

10:46 Consistency in Content Creation on LinkedIn

15:28 Evaluating Team Capacity

17:21 LinkedIn Company Page Management

CONNECT WITH MICHELLE J RAYMOND

Today's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. 

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#LinkedIn #LinkedInForBusiness

Transcript
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Time for me to check in with you.

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On a scale of one to 10, how frustrating is your Company Page growth?

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I'm gonna guess that you're at 10 out of a 10, like most people that I talk with.

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So in today's episode, I'm gonna share what you can do about it.

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G'Day

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everyone.

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It's Coach Michelle J Raymond, your trusted guide to building your

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brand and your business on LinkedIn.

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And we are back to talk about all things LinkedIn Company Pages.

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I guess that's what happens to me when I'm the Company Pages Queen.

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I'm involved in a lot of conversations and get asked a lot of questions

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from people that reach out and they are so frustrated, 11 outta 10,

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not even 10 outta 10 frustrated.

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And they're trying everything, doing their best, and it feels

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like they're getting nowhere.

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And so in today's episode, I wanna quickly go into what are the four

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areas that we can look at if this is a problem and you can relate.

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And also one of the solutions, you may not have thought about

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it, but may actually work for you.

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So stick around to the end because I'm gonna share something that

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will surprise a lot of you.

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But for some of you, it might be the answer that you've been searching for.

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Before we go into the four areas that I wanna take a look at, let's

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hear about the latest features from our podcast sponsors Metricool.

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Today's episode as we step through each of the four areas I want you

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to check out is sent with love.

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I don't want anyone on the other side of this podcast walking away with the

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feeling that they're not doing enough, that they're not trying hard enough.

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Or that in some way, shape or form that there's something wrong with them because

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they can't seem to get the Page to work.

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This is so common people.

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I want you to know that upfront.

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I would say being a Company Page admin on LinkedIn is one of the

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hardest things that anyone could do, and so don't feel deflated.

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Because we're going into each of these areas, and for you, you might be ticking

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off all four of them saying, yeah, no, actually that's a problem for us.

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That is not the point of this.

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I want to give you the places to look so that you can go back and take action

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and have an impact immediately and get your follower growth back on track,

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get your engagement back on track.

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The first place that I want you to look is do you have a Company Page strategy?

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Because with no strategy, you have no direction, and for some of you, you

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might be going, yeah, maybe we did one a while ago, or maybe you have a marketing

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strategy, but that hasn't filtered down specifically into what the strategy

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is for your LinkedIn Company Page.

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For some of you, you inherited a LinkedIn Company Page as the admin

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from somebody else in the team.

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Maybe you recently started at a business and you're trying

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to figure this stuff out.

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Most of the time when I'm working with clients, there's not a lot written

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down that anyone can refer to, which is the first issue that we mostly have.

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If things aren't written down and you are handing the page admin role across to

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somebody else, then it's no surprises that person is going to be left floundering and

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feeling like the water is just climbing up and up and up and they're drowning,

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and that is like a terrible feeling.

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That is exactly the feeling that I want people to avoid because of this episode.

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Strategy when we're looking at, in terms of the Company

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Page, go back and have a look.

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Have you done customer research?

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Has there been any effort put into that?

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Maybe it's as simple as you need to go and have a conversation with the sales team.

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Get to know what's going on for your customers, the language they

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use, the problems that you solve.

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What's important to them right now?

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What are the trends that they wanna know about?

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Maybe the global financial environment right now is impacting businesses

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out there, and your business can talk about it, but you need to have a really

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good understanding of your customers.

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Move on to the business plan because if your LinkedIn strategy isn't aligned

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to your business goals, then it's gonna feel like the business is going one way.

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You are going another, and the role of the Page and everything that we're doing

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there is really to help the business achieve its goals, whatever they may be.

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So if you haven't done that exercise, it's time to go back and make sure

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that you're both calibrated and heading in the same direction.

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Then we can move on to things like the content pillars, like what

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is your page gonna talk about?

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And this will involve knowing your positioning and messaging and all

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the other parts of branding that come into this, and making sure

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that that's really clear in how you're gonna show up on social.

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A lot of you might have done this exercise as a group in the past, or

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maybe you've never done it at all.

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I can tell you I know when this work hasn't been done because I can

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see that people are posting and the only goal that they have is to post

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three times, have it sound relatively professional and talk about something

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that's going on in the business.

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And it's completely ineffective and unfortunately, the only solution to

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this particular issue is if you have no strategy, you have to go back and put

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these pieces of the puzzle in place.

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I think this is where ChatGPT is going to be brilliant and a really

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good tool that you can help bounce ideas off, if you don't know how

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to do any of these steps, ask it.

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Ask it to give you some kind of program that you could follow,

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questions that you could ask.

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That is what I think is one of the most brilliant things around ChatGPT and tools

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like this, where they will help you do the research and if you have knowledge gaps,

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they can help you find those answers.

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So if you are missing any of the pieces of this puzzle, it's

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time to go back and do the work.

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Let's move on to part two, and this is something completely out of your control,

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and that is that LinkedIn changes so fast, it changes at a rate that it is so hard to

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keep up with everything that's going on.

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I'm a specialist on LinkedIn only.

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I'm a specialist on organic LinkedIn only.

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I'm a specialist on only using LinkedIn for growing your business.

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There is so many more facets to LinkedIn to understand, and so if you're a

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Marketing Manager or a Social Media Manager or someone responsible for

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the Company Page you quite often don't have the luxury that I have in being a

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specialist and more, you're a generalist.

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You have to wear many different hats during the day, and the

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Company Page is just one of them.

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I right now have read so many different reports, like the Metricool

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LinkedIn Study around what's working with Pages that was 40 pages long.

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I am about to read another one from Social Media Today, which is all

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about pages and LinkedIn in general.

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That's about the same length again, you got Richard van der Blom's report,

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that's gonna be what, 125 pages or something like that of insights.

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It's huge.

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It's a monster.

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And that takes them six months to put that information together.

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Now that's not even keeping up to date with all the changes that LinkedIn make

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to the platform, things come and go.

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They move around, features get taken away.

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Shout out to the employee advocacy that disappeared off LinkedIn.

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That was a bummer.

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And people are struggling to find ways around that.

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If you spend all of your time scrolling LinkedIn, then you are just going to

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lose more time than you gain by trying to keep up with all of these things.

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That's exactly why I'm here to help you.

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This podcast is one way.

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Did you know I've also got a YouTube channel.

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It's @MichelleJRaymond.

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There's so many how to videos over there, and I specialise in videos for

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Company Pages, so LinkedIn in general, but specialty in Company Pages.

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So if you're looking for info, it's most likely gonna be over there.

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Mostly along the lines of how to videos.

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And of course there's my brand new newsletter that's there to help you as

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well, to give you the insights first, and I will put the details in the show

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notes on how you can get access to that.

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These are the kinds of things that I'm trying to do to make

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sure you don't get sidetracked.

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Trying to chop and change your strategy based on what the LinkedIn

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algorithm may or may not be doing, or the features and functions.

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Strategy will never go outta style regardless of all of

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these other bits and pieces.

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But if you aren't up to date with current best practice, then you are going to fall

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behind and things that used to work like or maybe worked last year won't work now.

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Or they've become harder, or they're not generating the same amount of results.

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So it's really important that you take me up on one of those offers,

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the newsletter, the YouTube channel.

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You can obviously follow my content over on LinkedIn.

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I've got a couple of books to throw in there.

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Did you know I was the co-author of the world's first and only

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book dedicated to LinkedIn Company Pages called Business Gold?

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And we only put that out four or five years ago.

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That's how little information there is out there for Company Page Admins.

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So I do my best to help you.

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So stay up to date with any one of those or multiple channels.

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And if you've ever got a question like reach out, who knows?

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Might end up becoming a podcast episode in the future.

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If keeping up with all the changes on LinkedIn is a full-time job, then it's

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no surprises that the third thing that I find and the area that I want you to

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have a look at is the consistency or rather inconsistency of your content

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or just how much content are you putting out via your Company Page.

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I come across Page Admins and the first question that they always ask

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me is, how often should I be posting?

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Now I'm assuming that you're a small to medium sized business, not solopreneur.

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So I'm gonna park you for a moment, 'cause this doesn't really apply to you,

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but if you're a small to medium sized business or larger, of course, then I

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would expect that you're posting three times a week would be my magic number.

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That's not always possible because you are juggling things.

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I meet many Page Admins that this is just one part of their job, or

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they work part-time hours and it's really hard to keep up with everything

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that's expected within those hours.

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If ideally posting three times a week is where I would love you to be

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at, and that is every week, 52 weeks practically of the year, minus all

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the holidays and bits and pieces.

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But ultimately it's the consistency and that persistency over the

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long term that will generate the growth for your Company Page.

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Hot and cold.

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The classic one that I see all the time.

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I don't see any content on Company Pages for ages.

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Then what do you know?

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We've got a trade show coming up.

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We've spent all this money on the booth.

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We get our photos for the couple of days while the trade show's on at best,

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and then we disappear for a while.

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Or you've got some kind of online webinar you want signups for.

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You know, the part where people come back and just use LinkedIn when they've got

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something that they want from an audience.

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It's a bit of an afterthought.

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The problem is when you're inconsistent, your audience will find other

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places to get their information and solutions from, and you may

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actually miss out on opportunities just because you're not top of mind.

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Finding consistency and finding a way to get that done over the long

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term is going to take a few things.

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One of which I think is putting time aside and blocking it out in your

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actual calendar so it pops up so you can't get double booked, so people

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don't put meetings in over the top of the time that you had in your mind

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that you're gonna create the content.

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And this is such a simple thing, but also something that's really powerful 'cause

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it signals to other people, this is important work that I need to get done.

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If you are running out of time, then getting really good at repurposing

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is going to be your next skill that you're gonna become good at.

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And that could be repurposing long form to short form, whether that's articles down

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into posts, or it could be longer videos and webinars down into short form clips.

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It doesn't matter which way you do it, but you have to have some kind

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of system or structure around that.

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It could also be that you take posts that you created six months ago that

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are evergreen, that you could repost.

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Again, there's lots of ways that we can do this, but if you don't have

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systems in place and shout out to Metricool, they're the tool that we

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use to keep everything under control and in a place where we can find it.

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And that's something that, you know, I'm guilty.

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Lil is so much better at this than me.

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I'm still working on it for my own personal content.

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But for our Company Pages that we have with the B2B Growth Co Company Page, or

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we have a Company Page for this podcast called Social Media for B2B Growth over

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on LinkedIn where we share other tips.

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But ultimately having systems and processes is gold

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'cause it saves you time.

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So if you're finding yourself not being able to keep up or you don't have a place

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to store ideas, then sit down and spend some time and think what is gonna be the

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best way for you in the future to keep a track of this stuff so you can repurpose.

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I think number four is the one that has the biggest impact.

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The area that I would like you to have a look at.

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Is your team stretched too thin?

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Are you a team of one trying to do everything and on a fast

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track to burning yourself out?

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Maybe you're a small team of two and you're trying to keep up with the demands

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across every single platform, all kinds of formats, and it's just draining.

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Or maybe you're part of a much bigger marketing team, but ultimately your head

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count may have been reduced or budgets are being slashed, and now you've got fewer

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people to do the same amount of work.

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Regardless of the circumstances.

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Please take a moment and ask, is this actually physically possible

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for me to keep up with everything?

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I'm going to guess that the answer is actually no.

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And that's not a reflection on you not being good at your job, despite

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the fact that it may feel like this.

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I remember I read a stat when I was doing some research for a presentation

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at Social Media Marketing World like last year, and it said that content

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marketers were spending up to 34 hours per week creating content.

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I'm trying to understand where the other hours of the week are actually spent

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to have lunch breaks and go to meetings and all those other fun kinds of things

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that we have to get done during the day.

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If the answer is that you aren't able to keep up then after this break I'm

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gonna offer a solution that I think might actually resonate with you the most.

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I promised you a solution to all of the issues that we've

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discussed in this episode.

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And the good news for you is the solution is not another tip, it is not another

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tool, and the beauty of this option is it's only available on Company Pages and

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it is not available on personal profiles.

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And that is outsourcing.

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It is completely within the user agreement on LinkedIn that you can

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assign a third party to run your Company Page on LinkedIn for you.

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Companies like my own that we create content aligned with your business

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strategy, up to date with the current LinkedIn best practices, and really work

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with you to take away the workload that we've just realised that honestly you

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have no chance of ever keeping up with.

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Now it's not suitable for every business.

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If you are too small, it doesn't work.

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And for some of you, it might actually be that you have your own internal big

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marketing teams, and this isn't an option.

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I can tell you that I've worked with companies of all different sizes.

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I've come in and helped them on a short term basis when they've been

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looking for replacement staff.

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I have worked with companies where they have no marketing team.

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We were able to take on that responsibility for them and get

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their Company Page up and going.

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And the good part is it's not about losing control because that's what a

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lot of people think outsourcing is, but it really is a true partnership.

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And the companies that we work with always know that they can tick off consistency.

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They've got someone that can focus on getting the results and

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keeps them aligned and on track.

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And also, I bring my Company Pages expertise.

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And for many people that is such a huge sense of relief to have a partner that

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can work with them and take some of the ideas and bring them to life or find

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ideas when they can't come up with some.

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I only work with a handful of clients at any one time on Company Page management

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because I'm not just a social media manager that's creating posts for you.

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We're looking at this from the perspective of how will the page

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and everything we do on LinkedIn really generate business results.

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So the page might be one place, but we work together and figure out

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how can we get employees involved?

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Where else should we be using our time?

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What things can we tweak and improve as we get the analytics?

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And check them for you to see what's working and what's not.

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And the sense of relief for the clients that we do work with is probably one

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of my favorite things about my job.

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Watching a business that knows they should be on LinkedIn, and despite

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all of their best intentions, life is just really busy and it's something

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that they never quite got around to.

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But now we create a Page that's consistently thriving and

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generating business results.

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If you've been nodding your head going, oh my God, this would be amazing.

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I wish I could have this.

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The good news is I've got one spot and one spot only that's opened up for Company

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Page management services directly with me.

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I'm not palming you off to anybody else.

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It's you and I and we work together to really come up with a plan that is

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going to make sure that your Company Page is growing and you can focus on

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what matters in your business and to together we generate better results.

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If you are someone that's been listening and there's no budget to work directly

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with me, or it's not a service that you're looking to outsource, you

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could invest in training with me.

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Did you know that I actually do Company Page admin training

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specifically for Company Page Admins?

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No one else offers a training like that.

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Everybody else gives you training that's applicable to profiles and

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says, Hey, just marry it across.

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It'll be fine.

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They don't work like that.

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Pages and Profiles are completely different.

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For those of you who may not have those options available to you now, good news is

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you have four places that you can go and check and look for areas that you could

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improve with the resources that you have, and if anything changes in the future

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of course, you know where to find me.

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As we wrap up today's show, I hope that this has been helpful.

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I know that if you go and audit each of these four areas that we've discussed,

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that you will find improvements to help you grow your Page and make sure

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you take me up on some of those other resources that I've got out there.

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The YouTube channel @MichelleJRaymond.

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You can come and sign up to the newsletter.

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Details are in the show notes.

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That is how you can get even more great tips around growing your brand

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and your business on LinkedIn from me in between these podcast episodes.

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So until then, cheers.

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About the Podcast

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Social Media for B2B Growth: LinkedIn Strategies and Tips

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About your host

Profile picture for Michelle J Raymond

Michelle J Raymond

Michelle J Raymond founded B2B Growth Co and has made her mark as a leading LinkedIn growth strategist. She offers comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.

With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth.

Follow her YouTube channel @MichelleJRaymond for helpful how tos.