Your LinkedIn Company Page Going Nowhere? Here’s Why

Not getting any oomph out of your company page? Your Company Page content going nowhere and getting zero engagement?

There are two reasons for that. There’s the “what happens when you post” and the “what” you post.

There is a lot to unpack here, but I promise both parts are worth taking into consideration.

The first thing we need to cover is that LinkedIn does not really distribute company page content organically. Okay, what the heck does that mean? Well, when you post something on your personal account, LinkedIn will put it in front of a small percentage – like 5 to 8% – of your connections and followers and see how it does. If it does well, that is, if it gets lots of engagement, LinkedIn will distribute it further and so on.

So most people assume that LinkedIn does the same thing with company page content and most people would be wrong.

For all intents and purposes, LinkedIn does not distribute company page content at all. You’re on your own. If you follow any companies, when was the last time you were notified of what they had published? If you are like me, you can’t remember a single instance. Now would you be surprised if I told you LinkedIn had a bunch of cool tools for seeing the content of companies you follow? And that those tools are in Sales Navigator for only $70 or $80 bucks a month? And what type of Sales Navigator users follow company pages? People who either want to sell to your company or people that compete with your company. So the only people that can actually easily see all your company page content are people you are sure not writing that content for.

So if your company page content is not easily seen by your followers, what can you do about it? Well, the first thing you have to realize is that under these circumstances, your company page is more about establishing credibility than it is about increasing your reach. But there are a couple things you can do.

1) Enlist your company employees. Let your team know when you’re publishing. Get them to share or comment if – and this is important – they are regular LinkedIn users and have a decent sized network. When they share or comment, the company post will then get seen by a small portion of their networks. This can help with your reach.

(I think Liking is too easy and the effects are poor, so I recommend you avoid Liking your company page posts)

2) While enlisting company employees is obvious, no one thinks of this one: enlist your suppliers. Your suppliers have a vested interest in your company’s success, and there are two people at each of those suppliers who should be keen to help you out: the salesperson who is your main point of contact and their company page manager who is likely to be more sympathetic to your efforts than most people in your own company.

Okay that covers the “what happens”, so let’s turn to the “what” in what you should post on your company page.

My suspicion is that as with Facebook, LinkedIn is killing organic distribution of company posts to encourage companies to buy sponsored InMail or advertising. But that means that for the most part, people are not seeing your company’s content unless they actually search for and discover your company page – either through a company search, a hashtag search or a content search.

In each of those cases, your reader is discovering you for the first time. They have discovered you because they were searching LinkedIn and using it as a resource.

What are they looking for? Answers to their questions. They arrive at your company page and ask themselves, “I wonder if these people can help me with my problem?”

What are they not looking for? Someone trying to sell something to them.

So what does your company page and your content need to offer these people? Solutions. The benefits they will receive from working with you. If you can answer their questions they will want to talk with you. If you come across as just interested in selling them something, you won’t get very far.

When you offer people answers to their questions and information they can use, they will want to return to you Company Page.

When all you do is advertise, why would someone every want to come back a second time?

Having people see you as a resource is a good position to be in.

The obligatory disclaimer: I do not work for or have any association with LinkedIn, other than being a user who pays them for his Sales Navigator subscription every month.

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