Still Think Your LinkedIn Company Page Doesn't Matter? Think Again.

There's a lot of chatter in marketing about whether LinkedIn Company Pages are losing their punch. I hear you. 

Algorithms have shifted, and yes, people connect with people. Engagement and reach on personal profiles? Often higher. No arguments there.

But here's a real-world example: I just helped a client breathe new life into their LinkedIn Company Page content strategy, encouraging them to be more distinct with their messaging, and the 90-day results were striking:

📈 Impressions: Up by 208%

❤️ Reactions: Increased by 328%

🗣️ Comments: Surged by 416%

🔄 Reposts: Climbed by 350%

➕ Followers: Grew by 10%

And their engagement rate compared to their competitors: it’s 78% higher!

The strategy works because the content works. It's about creating a brand voice that stands out from competitors and sharing their unique message and approach to solving client pain points. It's not rinse and repeat. It's real, human, and demonstrates how the client serves its audience.

As a brand, I believe you should tell your story everywhere you can. Adapt your approach for each platform, but don't sideline valuable assets, especially when they offer a canvas for bold brand expression.

How to make your LinkedIn Company Page an effective part of your content strategy

Your People, Their Stories: Encourage your employee advocates to be the voice of experience. Let them share firsthand accounts – the journey of building a product, key takeaways from an industry event, insights from reaching a new market, or the buzz around a new feature launch.

Your Company Profile, Your Foundation: This is where you anchor what your brand stands for. Share your mission, vision, and values. Showcase customer stories that highlight how you helped them achieve significant goals or outcomes. Don't be afraid to share strong perspectives or company stances on relevant industry topics.

Smart Content Crossover: Here's where you flex your content ingenuity! Repost the most compelling, thought-provoking stories your employees share on your company page. This not only highlights their experiences, but also allows you to add an interesting insight from the company’s broader perspective.

Before you sideline your company page, consider the role it plays in your overall brand narrative when fueled by content that stands out and how you can make your company profile work in tandem with employee perspectives.

What are your thoughts on LinkedIn Company Page strategies? What successes or challenges are you seeing?

Need help connecting with your audience through your company's LinkedIn page? Let's connect!