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.

Want more like this? I publish three weekly email newsletters on LinkedIn for Sales, LinkedIn for Marketing and Advanced LinkedIn Strategies and Tactics. Each is typically a two or three minute read, free, and and you can unsubscribe anytime. Here’s a link to the sign up page: https://practicalsmm.com/contact/

Should You Have A LinkedIn Company Page?

note the use of primitive hashtags…

 

This may seem like a silly question, but there is a case to be made for not having a company page – or as LinkedIn calls them these days a “LinkedIn Page”. I am an example of this idea as I manage or co-manage eleven company pages for clients but don’t have one myself.

Here are the pros and cons of just what you can do with a Page and what a Page can do for you.

Your reach with your Company posts will be pretty poor.

The fact is LinkedIn just does not distribute company page content that much. Yesterday, I got a notification that one company I follow had published a post. This company publishes two or three times a week. This was the first notification I had received or post I had seen this year. Your organic reach just isn’t there. There is conjecture that LinkedIn will go to a pay for distribution model like Facebook’s.

It takes work!

Setting up a Page is easy. Populating it with really good content – on a regular basis – is another story. Pages need content, and the more the merrier. And that content needs to do one thing: show the visitor that you have the answers to their questions. Your content should be “benefits loaded”, that is less about your capabilities and more about your customer’s results. Even for companies that have that mindset, coming up with a steady stream of that content is a lot of work.

A Page allows your Company to be found on LinkedIn.

Your description and the keywords, phrases, hashtags and specialties you list all provide “hooks” that searchers on LinkedIn can use to find your company. I think this is a vastly undervalued part of a LinkedIn Page, and many companies do not take advantage of it. And it only takes five minutes to set up or fix.

You can use it to establish your credibility.

This would be the role of that content I talked about above. Establishing credibility is a missing part of many companies’ sales processes. You need to have credibility in order to be considered. A Company Page is a good place to start that ball rolling, because then…

You can use your Page to send people back to your website

LinkedIn doesn’t really give you much room to stretch out and write posts – the character limit for Page posts is 700 characters including spaces and punctuation, and you can’t say very much in that amount of space. The solution is a teaser for your content and then to have a link back to the content on your website.

Conclusion

A company page is good for credibility, but not for reach. For companies, as long as you can keep up with the commitment to write good content, a Page is worthwhile. If you work for yourself, I would suggest that you can do a good job building your credibility without a Page by publishing articles – which can be found via Search, and are also indexed by Google Search – and by attaching featured documents to your Profile.

What Your LinkedIn Company Page Says About You

You can infer a lot from how a company presents themselves on LinkedIn via their Company Page.
There are five “classes” of company pages, and which class you are in sends the perceptive LinkedIn user signals about your company.
Steerage class: no LinkedIn company page at all
A company with no company page presence on LinkedIn is one that doesn’t understand what LinkedIn is, and quite frankly, doesn’t care. Even a static company page only takes twenty minutes to set up (including photos and logos) and constitutes free advertising.
What conclusion would you draw about someone who doesn’t care about free advertising?
Tourist class: skeleton LinkedIn company page
Companies with skeleton pages also don’t “get” LinkedIn. These companies provide the boilerplate information LinkedIn asks for – a description of what the company does, where it is, what industry it is in, how many employees – and that’s it. Boring and old school, these types of pages look pathetic next to peers that are using  LinkedIn company pages to actively market their products and services.
Middle class: good looking page, but static and still boring
These pages look sharp, but never change. In other words, the company doesn’t use status updates. These types of pages are usually a sign that the company in question has low or no staff devoted to marketing, sales support, or inside sales.
When I am working with my customers and we see they are competing against companies with pages like those above, I start getting excited.
Second class: good looking pages with posts
This is the level where LinkedIn company pages can start to have a positive effect for a company. However, many of these second class companies make the classic mistake of using status updates as naked sales come-ons such as specials and limited time offers. These companies are so close to having it all, but their aim is way off. Blanket sales pitches are hilariously ineffective, as LinkedIn users will come back to the company page a couple times, see that it is just an advertising channel, and don’t come back again.
First class: good looking pages with regular posts that provide value
This is where a company is firing on all cylinders. The company publishes regular status updates that provide value to their prospective customers. Their followers see this and keep coming back for more. The company becomes a resource to the prospect.  When the prospect is in the market for the company’s products or services, the first class company is a natural to be invited to participate. Note that by this time though, the first class company will have likely offered an ebook or a success story or a webinar, will already have the prospect’s email address, and will likely already know the prospect and be well positioned to compete for their business.
So, be first class. It takes work, yes, but not as much as you would think, and the rewards are more than worth the effort. And sure beats competing on price like the lower classes.