LinkedIn company pages exist, but that kind of feels like all they do… exist. If you’re not following a clear LinkedIn company page strategy, it’s easy to treat your page like a digital placeholder. But what if you could turn it into a genuine lead generator? Is it even worth the time investment it takes to grow a LinkedIn company page?
It is worth it when you know what to focus on…
What do you want your audience to instantly recognise you for?
Social media changes in the blink of an eye, even on a platform like LinkedIn where trends seem to drip down from other sites. However, don’t give in to the temptation to jump on a trend or post type just because it’s popular. Establish one thing you want to be known for so that your audience will instantly recognise you.
Engagement Tips for a Better LinkedIn Company Page Strategy
Don’t be afraid to be informal and conversational on your LinkedIn company page. Unlike personal pages, company pages are effectively “faceless” – there’s usually not a single person attached to them – so don’t build an even bigger hurdle for your audience by hiding behind business jargon and complicated language.
Visuals That Support Your LinkedIn Company Page Strategy
A lot of people just throw recycled content on company pages for the sake of populating it. You can’t complain that people aren’t engaging with your LinkedIn company page if you’re treating it like a digital bin! Think about how your posts are going to appear in a feed surrounded by others battling for attention.
For a deeper look at how LinkedIn suggests structuring content, you can check out their Company Page best practices. Then build your own approach around what sets your brand apart.
Are you being useful or promotional?
Another common mistake businesses make with LinkedIn company pages is only ever using them to promote the business. That’s not what they’re for. Just like personal LinkedIn pages, they can create strong connections with your audience – but only if you’re sharing content your audience actually finds useful. A solid LinkedIn company page strategy focuses on providing consistent value through education, entertainment, and updates – not just sales talk.
Don’t get lost in the likes
Company pages, in particular, don’t receive instant engagement but this isn’t what you want anyway. You’re building your company page as something memorable, something useful to your audience and something worth following – this is going to take time.
Forget about how many likes a post is getting and pay attention to the engagement it’s receiving, the conversations it’s inspiring. If you want to learn more about how to grow your LinkedIn company page, join us for one of our future events.