I want to place a bet that your LinkedIn Company Page looks better
to your marketing team than what it does to your ideal buyer.
Let's go through today's episode and see if I'm right.
G'day everyone, it's Michelle J Raymond back again for another episode in
the series about how you can get more out of your LinkedIn Company Page.
If you missed last week's episode, that was part number one, where we talked
about having confidence as a LinkedIn Page admin and how you can really get
that back if you're missing it right now.
And it has been a crazy time on LinkedIn.
I've spoken about this on and on and on, it feels like for episodes for at
least six months, and I don't think the changes on LinkedIn are done yet.
And the jury's still out from my perspective around where
things are heading, what you should do with your Page.
I'm testing things for my Pages and my clients.
And I wanna talk about something today that is something that I think
nobody really spends enough time on, something that makes a huge amount of
difference if you do it well, and the thing that's gonna probably make the
biggest difference regardless of how LinkedIn changes things going forward,
and that is the Company Page set up.
And so today I just wanna have a quick chat about what the difference is
between a Company Page that's been set up that looks good to the marketing team
and a Company Page that's been set up that looks great to your ideal buyers.
And there's often a really big disconnect here.
You might think I'm a little bit crazy, but stick with me, I'm gonna
point out the main differences.
One of the places that I wanna start today is just a challenge of
thinking that Company Pages are dead.
And I have shared some of the Dreamdata research that basically said that in the
research that they did for the buyer's journey when things went from the first
point of contact to the actual sale with the research that they were doing,
one in five of those deals actually had a LinkedIn Company Page visit.
And those visits happened pretty much right at the end of the deal.
When someone's getting really, really close to buying and they're doing their
due diligence, that's when they're checking things and having a look around
and a poke around on your Company Page.
But many marketers, in my experience, kind of have this perception that the
only role of the Company Page is all about publishing content, and your buyers are
kind of looking at things differently.
And this is where the disconnect starts to form.
What are the goals of marketers?
What are the goals of the buyers?
Now, hopefully, those two things are aligned, but quite often they're not.
If you think about it, buyers think about your Page very differently.
They often are not gonna discover it in the home feed as such 'cause
we know organic content for Company Pages isn't given a priority in the
home feed, no question about that.
But buyers often will land on your Company Page in a different way.
So they visit, maybe they've seen one of your employee's posts.
Maybe they got a sales message from someone in your team.
Maybe they've seen your CEO or executive leadership team out there
posting, or they've met them at an event, you know, face-to-face.
That's a real thing.
It's also potentially that they clicked on your Company Page after searching
for your business name on Google.
When you search your business name, what's gonna happen is the very first result is
often your website, which totally makes sense, but your LinkedIn Company Page
will come right up there in probably the top three to five results at worst.
And that's kinda crazy 'cause you're not just getting discovered
on LinkedIn, you're also getting discovered off LinkedIn.
So people are checking out is your business credible?
Is what they've learned from the people within your business or however else
they've discovered you, is it still legit?
And this is, probably the place where they come to really validate that.
Are they engaging with the real deal?
So if we think about this in a pretty simple and logical way, buyers don't visit
a Company Page because they're bored.
They're doing it because they're in decision-making mode, that they're
getting closer to buying and they wanna make sure that your Company
should be on their shortlist.
What do I mean by most Company Pages are built for the
Company and not for the buyer?
This is where some of the work that we did last week in the episode about getting
back to the strategy and foundation, if you haven't done that work, it's
really gonna shine a light on some of the areas for improvement this week.
When you think about LinkedIn Company Pages, most people that are managing
the Company Page today are not the same people that set the Company Page up.
The person that set it up could be about 10 people ago, could be
years and years and years, and they may not even still work there.
And it's been handed from person to person, and with that normally
everybody gets the content strategy, maybe some brand guidelines at best,
and says, "This is how often we post," but nobody goes back and has a look at
the basics around how it was set up.
Most people are looking at their Company Page through the lens
of will leadership like it?
Will legal approve it?
Have we included all of our products?
Is every market segment mentioned?
Have we pretty much covered everybody, and is everybody internally in
alignment with what we've put there?
And that is probably one of the biggest challenges of Company Pages is just
that they're juggling input from so many different areas, and the Page
admin doesn't always get the final deciding vote, and I think that's a
problem, and more senior Page admins can do this really well, and I think
that's the difference when you're starting out versus had experience.
You can say no.
But when you think about it, most of the stuff that's on the setup is not
stuff that the buyers care about.
They're trying to answer, am I in the right place?
Can these people solve my problems?
Why should I trust them?
What makes them different to maybe other people that are on my shortlist?
And as I always say, if you confuse them, you lose them, and you don't
want buyers to have to work too hard to understand your business
because most of them simply won't.
They'll just move on, and that's a problem.
I love these episodes to be practical, so let's have a look at what buyers
are actually looking for when they land on your Company Page.
And this is such a simple way that you can fix things.
And I want you to think more about not so much the fields that you're filling in,
but the psychology of the buyer behind it.
And that is where the real magic starts to happen.
So I often say to people, let's start with number one, clarity.
Can the buyers immediately understand who it is that you actually help?
If your business is a global brand, like I like working with, you could
possibly sell to every country, every region, all types of products
against different vertical industries.
And the problem is that if someone lands there and they don't
immediately see themselves are they just thinking it's not them?
And the other way that happens is we try and put so much in when the reality is
it's probably only a couple of different markets that you're really good at.
Now, the trick becomes if you get clarity into the Page, that sometimes means that
you have to say no to people in your business, that you're not going to say,
"Hey, here's the A to Z of everything that we do." You're just gonna focus on
something that you're really good at.
And that's where relevance comes into this.
And relevance is all about what is the messaging that you're using?
And when you're talking about your Company, "Hey, we started in 2020,
and we've got this many people, and we turn over this, and we do
that," as a buyer looking to solve a problem and get information around
that, I don't care, right ? I- it's just not at the top of the list of
the things that I wanna know about.
The immediate thing is, am I in the right place and can you help me?
So we keep coming back to that.
And the way that you can really dial up relevance is have a conversation
either with your customers, if you can have direct access.
If you don't, go to your sales team.
Those people will be able to tell you exactly the language
that their buyers are using.
The more the buyer sees that language is in there, the more they think to
themselves, "You actually know me. You know what it's like in my role. You know
what I'm looking for and you know what's important to me." So think about how can
you do that Of course, trust is there.
It has to be a part of this whole process, but it comes after clarity.
It comes after relevance, and then you start to build trust.
So does your Company Page set up imply a message of trust?
And of course, that then leads into the content that you're putting out, and this
is where we come back to the positioning and messaging that you're using.
It might be time to go back and actually do this again and give your Page some
love and refresh it because I'm gonna guess most Pages, no one cares about this
stuff 'cause they don't think it matters.
But now that we've got the latest technology that LinkedIn uses,
the algorithms and the LLMs that are behind that help with
search, this is more important now than it ever has been before.
I've been using LinkedIn for around, I don't know, 11 or 12 years now.
Right now it feels very, very different to me.
So think about topics and how you wanna come across as the
trusted leaders in that space.
The other thing that I think you can do to build some of that trust is also have some
evidence, whether that's customer stories, whether it's testimonials, your employee
expertise, practical advice that you're giving people, and consistent content.
This is the evidence that what you've got in the setup for the Company Page
and everything that you're doing is helping the person on the other side.
So again, not talking about the business for the business sake, unless
you're building an employer brand, which has a very different goal,
which is attracting the right talent.
I'm specifically looking at how do you use your Page to attract buyers, which create
brand awareness and demand generation.
So slightly different things.
In theory, there's a lot of commonality there because you're
still targeting somebody, but we're targeting the actual buyers.
So what is it that you can create that goes beyond your features and benefits.
I know you love your products.
I know you want people to buy your products and services, but people
are looking for more than just that.
So having some of this practical advice, I think I would love to see more of that.
I love behind-the-scenes content, how things come together, the thought
processes, the experts that are involved.
There's so much cool stuff as far as that goes.
Now, the other thing that I think is really important when it comes
to your Company Page is how does somebody know what the next step is?
If they land on your Page, they have a look at the content and poke around and
do professional stalking, what's the next step that you want them to take?
And if someone decides they're interested, do you make it really
clear what they should do next?
Should they follow the Page?
Should they visit your website?
Is there somebody that they can speak to?
Do you want them to download something?
It could be a lead magnet.
Don't make them guess.
Make it really easy for them to know what's the next step if they
would like to do business with you.
Now here's the challenge that I have for you listeners this week.
Rather than trying to explain every little thing in this podcast episode,
I've written a practical resource for you called The 10 Second Test.
It's a blog that I've got on my website which goes through this step by step in
some practical ways that I'm gonna put the link for this in the show notes.
And if you go and check that out, this is going to help step through the practical
steps that you can take and what things you should be doing on LinkedIn so
that you're looking at your LinkedIn Company Page in a way that is exactly
how your buyers would view your Page.
And that, again, can be like mind-blowing for lots of people.
People that have done the 10 Second Test all of a sudden are going, "Oh my
God, Michelle, we thought that it was really clear, but really we just sound
like everybody else." And again, back to you confuse them, you lose them.
I hope today's episode has been really helpful to maybe stop you in your tracks
before you post more content to go back and have a look and do the work.
What do you do?
Who do you do it for?
And what makes your business different?
Ultimately, that's what I'm looking at when I'm doing audit and strategy
sessions with my clients, so that if I can't understand in that 10
Second Test, then there's no way that their ideal buyers can either.
For those of you who take the challenge and do the 10-second test, I want you
to reach out on LinkedIn, connect with me, let me know what you discovered,
or you can drop it in the comments over on YouTube or on Spotify.
I would love to hear from you.
What did you discover that you thought was obvious, but really it was just
obvious to the people that you work with?
This is the work that we need to do to really make Company Pages work in 2026,
both for people, the most important piece, and also for AI and algorithms and search.
Next week we're gonna be talking about one of the biggest myths in B2B
marketing, which is why posting isn't a LinkedIn Company Page strategy.
Because if the only thing that you're ever thinking about is what
content you're gonna post, that's another huge missed opportunity.
So to wrap up, just remember, buyers use Company Pages to validate your business.
Your Company Page should actually answer buyer questions, not internal questions.
Clarity builds confidence.
Trust is created before the conversations begin.
And I can't wait to hear from all of you that have tested out the 10-second test.
What did you discover?
Let me know.
Until next week, cheers.