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Be honest, are you confident that
your LinkedIn Company Page is

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headed in the right direction?

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Or are you literally just
posting and praying and hoping

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that something will work?

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Good news, in today's episode we're
gonna get that confidence back.

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G'day, listeners.

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It's Michelle J Raymond here, and I
hope you're having a wonderful week.

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I have been watching all of
the posts on LinkedIn talk

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about Cannes, or is it Cannes?

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I don't know, potato, potato.

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But here in Australia,
it's a bit miserable.

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The weather's cold.

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Meanwhile, the rest of
the world is melting.

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So if you are on the other side of
the world, enjoy that sunshine for

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me because I'm certainly missing it.

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Listeners, you know that LinkedIn company
pages are a big part of what I talk

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about on this podcast, and I've been
thinking about how I can help you more.

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And so one of the great ideas that I
had was coming up with a miniseries of

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at least five podcast episodes, short
ones that you can action, that are tied

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together so that you can get more out
of your LinkedIn company page because

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there is a crisis of confidence going
on out there with the people that I'm

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talking to because Let's be clear,
there's been so many changes on LinkedIn.

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It's my full-time job to try and keep
up with it all and report back to you.

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So if you are feeling like
this, you are not alone.

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There is so many people out there
that are reaching out with questions.

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So I thought this miniseries is the
way that I can most help people.

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What am I hearing about LinkedIn
company pages that makes me think

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that people are out there are
having a crisis of confidence?

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When they are smart marketers, they
have been using LinkedIn for a long

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time, and I think it all just comes
back to the fact that people have been

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posting for months, even years in most
of the cases of clients that I work

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with, but nothing seems to be working.

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Nothing they try seems to move that
needle in any meaningful kind of way.

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And to be frank, they're not really
sure even what good looks like anymore.

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And that makes you feel awful, especially
when it's part of your job to try and

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get all of the numbers up and up and
up 'cause, you know, we've been taught

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that numbers going up is a good sign.

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Now, that would be great if LinkedIn
got that memo, but they're actively

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pushing things the other way, which is
sad, especially for organic LinkedIn

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company page traffic on the platform.

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Then what happens is people start
having a look around and going,

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"What are my competitors doing?

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That's typically the first sign that
something's about to go pear-shaped

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Because as soon as you start to copy
your competitors, then you start to

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look the same as them, and you've lost
the one thing that makes you unique

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and stand out on the platform, which
is just doing things your own way.

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And then after we go through that and
it's still not working, then people

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land on Company Pages mustn't work.

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They're a waste of time." Scroll
LinkedIn for two seconds and

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you'll see so many posts on this
topic. "Company Pages are dead.

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Post on profiles.

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You get 20 billion times more reach."

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I've seen all of those posts.

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Ultimately, what's going on is
that low numbers create self-doubt.

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I've been there myself.

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I can totally relate to any of you
listeners that might be feeling it.

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And when you feel like nothing's
working, then you start doing random

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things, trying to see if they work,
and then it just creates this like

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spiral that you can't get out of.

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So random tactics make things even worse.

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I understand why good marketers
lose confidence, and I

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wanna talk about that next.

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Shout out to all of the smart marketers
that are listening to the podcast today

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because I understand why you've lost
your LinkedIn Company Page confidence.

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But we're gonna go back to why I think
some of these things happen and more

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importantly, how they can be easily fixed.

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Let's go through a quick checklist of
a few things that I think you should go

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back and check if you've got them in place
because if you have these things in place,

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it's much easier to remain confident
because you know you're staying on track.

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So do you have a documented
LinkedIn strategy?

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Is it somewhere that you actually
refer to or is it hiding in

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the proverbial desk drawer?

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If you do have one, when was the
last time that it was updated?

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Do you remember what the objectives
were as part of that strategy?

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Have you wandered off course
and away from those objectives?

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Let's ask who actually
owns the company page.

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Is it you?

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Somebody else in the team?

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Have people started creeping in and
taking some of that territory away from

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you and you need to reclaim ownership?

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There's also a confusion that happens
between regional and global teams or

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local teams and everybody wants their
say on how the page should be working.

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And of course, it just gets so jumbled up
and you wonder where are we going, what

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are we doing, and your audience feels
the same, the algorithm feels the same.

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So we need to figure out who actually
owns the page, who's driving the page,

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and is it aligned back with the strategy.

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And also, I think the thing that's
more important right now is that

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LinkedIn has fundamentally shifted.

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Once upon a time, I would've told you
it was all about follower growth and

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impression growth, but those two things
today are harder than ever and I think

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when you only measure success by those
two things, you're really setting yourself

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up for failure and nobody wants that.

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Mostly, listeners, what I want
you to think about is when was the

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last time that we went back and we
really set up our strong foundation?

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Go back to the beginning,
stop posting for a few days.

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The world will not end.

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I think if you go back to your strategy
and go back to the things that you knew

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would work when you did that strategy
and just update it, then all of a sudden

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you're going to be reminded of what it is
that you know works for your customers.

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And I think that's far more important than
any cheap algorithm hacks, any new content

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hacks, anything along those lines where
people are promising the world when you've

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tried most of them and it's not working.

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So go back and answer questions like
what do you do, who do you do it for,

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and what makes your business different?

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And that's a really good place to start.

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When we go back to the beginning,
listeners, and really set up a

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strong foundation, I'm not talking
about asking the question, first

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of all, of what should we post.

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What I want you to do is go back
and say, "Has our Company Page

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been set up for success?" And I'm
gonna guess it probably hasn't.

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When was the last time that you looked
at the positioning and messaging on

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your Company Page, whether it's your
banner, whether it's your tagline,

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whether it's the About section?

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When was the last time
it was actually updated?

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I'm going to assume probably
never, unless somebody's

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listened to an episode like this.

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It's one of those things that
nobody thinks makes really that

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much difference, and I'm here
to tell you it absolutely does.

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It does, especially in the world
of AI and the new search engine

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optimisation that both LinkedIn has,
that Google has, and now that LLMs have.

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Making sure we articulate things
really well is super important,

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and keywords become a part of this.

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Most importantly, though, does
it all make sense to your buyer?

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I have read so many Company Pages
during my page audit and strategy

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sessions where I am left scratching
my head, like literally going, "I

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have no idea what you're doing."

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These are clients that I have
done my research, I've read the

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website, and I come back, and
it's just got so much jargon.

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I'm thinking, "I don't know what
you're going on about" And so i- if

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it's confusing, remember what I say,
if you confuse them, you lose them.

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So go back and just do a sense check,
does this make sense to our buyer?

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You will be amazed at what happens
when you go back and take a look

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at your page setup, and I have
literally just been doing that for

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my business over this last weekend.

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I went down a rabbit hole.

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Now, for me, I'd updated my Company Page
back in December, so I'd done that, and

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then never really found the time to go
and update my LinkedIn profile, which

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anything we're talking about today equally
applies back to profiles on LinkedIn.

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And the funny part was, when I looked
at my LinkedIn profile, I was shocked.

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Actually, I was embarrassed because
that person in that profile, I don't

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even recognise them, listeners.

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And I had to go back and update
my Company Page because so much

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had changed in six months also.

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So this is your first piece of
homework from today's episode,

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so we have to take action when
we hear and learn these things.

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Is your page set up for your buyer?

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If the answer is no, you
know where I'm going next.

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What does a confident
Company Page look like?

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Or in this case, confident
Company Page admins on LinkedIn.

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The Company Pages that I know are gonna
be successful and take confident actions

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know exactly who they're trying to reach.

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They know why each of the content
pillars that they've decided on exists.

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They know who owns what.

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They know how employee advocacy
fits with the Company Page strategy

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and everybody's working together.

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You know your measures of
success beyond those likes,

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impressions, and follower growth.

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That's real confidence.

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Let's look at this practically.

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How can you get confidence?

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Well, take a moment and go back and
have a look at your Page and just say,

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"Is it clear to our buyer that they're
in the right place? Is the content

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that we're creating speaking to that
buyer?" And if the answer is no, the

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really cool part is you are smart
and you know exactly how to fix it.

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Some of you might be listening to this
episode and saying, "Duh, Michelle,

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all of that is really obvious.

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It's really simple.

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Of course we can take those actions.

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My Page would never have all of those
fundamental mistakes or those beginner

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mistakes." You would be surprised that
pretty much every single LinkedIn Company

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Page audit that I do with clients, we
are going back fixing these mistakes.

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And it's not surprising to me
because here's the problem.

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Somebody set the page up a million
years ago, and often it's been handed

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over from person to person, and the
last person in gets dumped with it.

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There's not necessarily a handover.

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The strategy that may have been
created doesn't get introduced, or

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that person doesn't get trained on
it, and we assume a lot of things..

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Here's the thing page admins and
marketers that are listening today.

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It is a game of little things that
compound, and that can go either

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way, little things that you miss
or little things that you do that

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make a difference between you and
the competitors in your industry.

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It may sound simple, but I promise
you, it's easier said than done.

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So until next week, cheers.