1 00:00:00,500 --> 00:00:04,519 I want to place a bet that your LinkedIn Company Page looks better 2 00:00:04,530 --> 00:00:08,109 to your marketing team than what it does to your ideal buyer. 3 00:00:08,339 --> 00:00:11,030 Let's go through today's episode and see if I'm right. 4 00:00:45,175 --> 00:00:48,695 G'day everyone, it's Michelle J Raymond back again for another episode in 5 00:00:48,695 --> 00:00:52,565 the series about how you can get more out of your LinkedIn Company Page. 6 00:00:52,885 --> 00:00:56,605 If you missed last week's episode, that was part number one, where we talked 7 00:00:56,605 --> 00:01:01,815 about having confidence as a LinkedIn Page admin and how you can really get 8 00:01:01,825 --> 00:01:03,965 that back if you're missing it right now. 9 00:01:04,365 --> 00:01:06,745 And it has been a crazy time on LinkedIn. 10 00:01:06,765 --> 00:01:10,835 I've spoken about this on and on and on, it feels like for episodes for at 11 00:01:10,835 --> 00:01:15,655 least six months, and I don't think the changes on LinkedIn are done yet. 12 00:01:15,735 --> 00:01:19,735 And the jury's still out from my perspective around where 13 00:01:19,755 --> 00:01:22,335 things are heading, what you should do with your Page. 14 00:01:22,395 --> 00:01:25,995 I'm testing things for my Pages and my clients. 15 00:01:26,385 --> 00:01:30,365 And I wanna talk about something today that is something that I think 16 00:01:30,375 --> 00:01:34,445 nobody really spends enough time on, something that makes a huge amount of 17 00:01:34,445 --> 00:01:39,595 difference if you do it well, and the thing that's gonna probably make the 18 00:01:39,595 --> 00:01:43,935 biggest difference regardless of how LinkedIn changes things going forward, 19 00:01:44,175 --> 00:01:46,785 and that is the Company Page set up. 20 00:01:47,015 --> 00:01:50,745 And so today I just wanna have a quick chat about what the difference is 21 00:01:51,085 --> 00:01:55,225 between a Company Page that's been set up that looks good to the marketing team 22 00:01:55,265 --> 00:01:59,285 and a Company Page that's been set up that looks great to your ideal buyers. 23 00:01:59,585 --> 00:02:02,385 And there's often a really big disconnect here. 24 00:02:02,625 --> 00:02:05,735 You might think I'm a little bit crazy, but stick with me, I'm gonna 25 00:02:05,735 --> 00:02:07,875 point out the main differences. 26 00:02:13,964 --> 00:02:17,154 One of the places that I wanna start today is just a challenge of 27 00:02:17,154 --> 00:02:19,064 thinking that Company Pages are dead. 28 00:02:19,084 --> 00:02:24,194 And I have shared some of the Dreamdata research that basically said that in the 29 00:02:24,224 --> 00:02:29,264 research that they did for the buyer's journey when things went from the first 30 00:02:29,264 --> 00:02:33,854 point of contact to the actual sale with the research that they were doing, 31 00:02:34,094 --> 00:02:38,524 one in five of those deals actually had a LinkedIn Company Page visit. 32 00:02:38,814 --> 00:02:42,834 And those visits happened pretty much right at the end of the deal. 33 00:02:42,844 --> 00:02:46,424 When someone's getting really, really close to buying and they're doing their 34 00:02:46,424 --> 00:02:50,564 due diligence, that's when they're checking things and having a look around 35 00:02:50,564 --> 00:02:52,344 and a poke around on your Company Page. 36 00:02:52,674 --> 00:02:57,634 But many marketers, in my experience, kind of have this perception that the 37 00:02:57,654 --> 00:03:02,364 only role of the Company Page is all about publishing content, and your buyers are 38 00:03:02,364 --> 00:03:04,144 kind of looking at things differently. 39 00:03:04,214 --> 00:03:07,134 And this is where the disconnect starts to form. 40 00:03:07,604 --> 00:03:09,154 What are the goals of marketers? 41 00:03:09,154 --> 00:03:10,544 What are the goals of the buyers? 42 00:03:10,594 --> 00:03:15,204 Now, hopefully, those two things are aligned, but quite often they're not. 43 00:03:15,904 --> 00:03:19,844 If you think about it, buyers think about your Page very differently. 44 00:03:19,854 --> 00:03:24,234 They often are not gonna discover it in the home feed as such 'cause 45 00:03:24,234 --> 00:03:28,334 we know organic content for Company Pages isn't given a priority in the 46 00:03:28,334 --> 00:03:30,304 home feed, no question about that. 47 00:03:30,654 --> 00:03:35,314 But buyers often will land on your Company Page in a different way. 48 00:03:35,314 --> 00:03:38,064 So they visit, maybe they've seen one of your employee's posts. 49 00:03:38,394 --> 00:03:41,144 Maybe they got a sales message from someone in your team. 50 00:03:41,454 --> 00:03:44,864 Maybe they've seen your CEO or executive leadership team out there 51 00:03:44,874 --> 00:03:48,194 posting, or they've met them at an event, you know, face-to-face. 52 00:03:48,194 --> 00:03:49,174 That's a real thing. 53 00:03:49,914 --> 00:03:55,064 It's also potentially that they clicked on your Company Page after searching 54 00:03:55,064 --> 00:03:56,834 for your business name on Google. 55 00:03:57,234 --> 00:04:01,484 When you search your business name, what's gonna happen is the very first result is 56 00:04:01,544 --> 00:04:06,304 often your website, which totally makes sense, but your LinkedIn Company Page 57 00:04:06,324 --> 00:04:11,354 will come right up there in probably the top three to five results at worst. 58 00:04:11,734 --> 00:04:14,474 And that's kinda crazy 'cause you're not just getting discovered 59 00:04:14,624 --> 00:04:17,694 on LinkedIn, you're also getting discovered off LinkedIn. 60 00:04:17,714 --> 00:04:21,564 So people are checking out is your business credible? 61 00:04:21,864 --> 00:04:26,014 Is what they've learned from the people within your business or however else 62 00:04:26,014 --> 00:04:29,174 they've discovered you, is it still legit? 63 00:04:29,374 --> 00:04:34,944 And this is, probably the place where they come to really validate that. 64 00:04:35,034 --> 00:04:37,564 Are they engaging with the real deal? 65 00:04:38,384 --> 00:04:44,034 So if we think about this in a pretty simple and logical way, buyers don't visit 66 00:04:44,094 --> 00:04:46,194 a Company Page because they're bored. 67 00:04:46,504 --> 00:04:49,984 They're doing it because they're in decision-making mode, that they're 68 00:04:49,994 --> 00:04:55,124 getting closer to buying and they wanna make sure that your Company 69 00:04:55,134 --> 00:04:56,164 should be on their shortlist. 70 00:05:02,954 --> 00:05:05,894 What do I mean by most Company Pages are built for the 71 00:05:05,894 --> 00:05:07,754 Company and not for the buyer? 72 00:05:07,964 --> 00:05:12,284 This is where some of the work that we did last week in the episode about getting 73 00:05:12,284 --> 00:05:15,944 back to the strategy and foundation, if you haven't done that work, it's 74 00:05:15,954 --> 00:05:19,954 really gonna shine a light on some of the areas for improvement this week. 75 00:05:20,804 --> 00:05:25,644 When you think about LinkedIn Company Pages, most people that are managing 76 00:05:25,664 --> 00:05:29,124 the Company Page today are not the same people that set the Company Page up. 77 00:05:29,134 --> 00:05:32,884 The person that set it up could be about 10 people ago, could be 78 00:05:32,884 --> 00:05:36,324 years and years and years, and they may not even still work there. 79 00:05:36,764 --> 00:05:40,324 And it's been handed from person to person, and with that normally 80 00:05:40,334 --> 00:05:44,074 everybody gets the content strategy, maybe some brand guidelines at best, 81 00:05:44,374 --> 00:05:49,074 and says, "This is how often we post," but nobody goes back and has a look at 82 00:05:49,104 --> 00:05:51,674 the basics around how it was set up. 83 00:05:52,204 --> 00:05:55,924 Most people are looking at their Company Page through the lens 84 00:05:55,944 --> 00:05:58,304 of will leadership like it? 85 00:05:58,364 --> 00:05:59,864 Will legal approve it? 86 00:06:00,084 --> 00:06:02,084 Have we included all of our products? 87 00:06:02,134 --> 00:06:04,694 Is every market segment mentioned? 88 00:06:05,004 --> 00:06:09,404 Have we pretty much covered everybody, and is everybody internally in 89 00:06:09,404 --> 00:06:11,164 alignment with what we've put there? 90 00:06:11,444 --> 00:06:16,094 And that is probably one of the biggest challenges of Company Pages is just 91 00:06:16,094 --> 00:06:19,744 that they're juggling input from so many different areas, and the Page 92 00:06:19,784 --> 00:06:25,644 admin doesn't always get the final deciding vote, and I think that's a 93 00:06:25,644 --> 00:06:29,954 problem, and more senior Page admins can do this really well, and I think 94 00:06:29,964 --> 00:06:33,594 that's the difference when you're starting out versus had experience. 95 00:06:33,594 --> 00:06:34,464 You can say no. 96 00:06:35,154 --> 00:06:39,124 But when you think about it, most of the stuff that's on the setup is not 97 00:06:39,134 --> 00:06:41,284 stuff that the buyers care about. 98 00:06:41,644 --> 00:06:44,394 They're trying to answer, am I in the right place? 99 00:06:44,454 --> 00:06:46,154 Can these people solve my problems? 100 00:06:46,204 --> 00:06:47,724 Why should I trust them? 101 00:06:48,054 --> 00:06:51,724 What makes them different to maybe other people that are on my shortlist? 102 00:06:52,094 --> 00:06:57,014 And as I always say, if you confuse them, you lose them, and you don't 103 00:06:57,014 --> 00:07:00,834 want buyers to have to work too hard to understand your business 104 00:07:00,834 --> 00:07:02,994 because most of them simply won't. 105 00:07:03,234 --> 00:07:06,134 They'll just move on, and that's a problem. 106 00:07:12,356 --> 00:07:17,106 I love these episodes to be practical, so let's have a look at what buyers 107 00:07:17,106 --> 00:07:19,996 are actually looking for when they land on your Company Page. 108 00:07:20,206 --> 00:07:23,346 And this is such a simple way that you can fix things. 109 00:07:23,676 --> 00:07:28,626 And I want you to think more about not so much the fields that you're filling in, 110 00:07:28,636 --> 00:07:31,326 but the psychology of the buyer behind it. 111 00:07:31,666 --> 00:07:34,966 And that is where the real magic starts to happen. 112 00:07:35,006 --> 00:07:39,076 So I often say to people, let's start with number one, clarity. 113 00:07:39,376 --> 00:07:44,616 Can the buyers immediately understand who it is that you actually help? 114 00:07:44,886 --> 00:07:50,006 If your business is a global brand, like I like working with, you could 115 00:07:50,006 --> 00:07:53,806 possibly sell to every country, every region, all types of products 116 00:07:53,806 --> 00:07:56,606 against different vertical industries. 117 00:07:57,036 --> 00:08:00,176 And the problem is that if someone lands there and they don't 118 00:08:00,176 --> 00:08:03,766 immediately see themselves are they just thinking it's not them? 119 00:08:04,246 --> 00:08:08,236 And the other way that happens is we try and put so much in when the reality is 120 00:08:08,526 --> 00:08:12,226 it's probably only a couple of different markets that you're really good at. 121 00:08:12,646 --> 00:08:17,476 Now, the trick becomes if you get clarity into the Page, that sometimes means that 122 00:08:17,476 --> 00:08:21,336 you have to say no to people in your business, that you're not going to say, 123 00:08:21,566 --> 00:08:25,556 "Hey, here's the A to Z of everything that we do." You're just gonna focus on 124 00:08:25,556 --> 00:08:27,276 something that you're really good at. 125 00:08:27,726 --> 00:08:30,766 And that's where relevance comes into this. 126 00:08:30,786 --> 00:08:34,606 And relevance is all about what is the messaging that you're using? 127 00:08:34,616 --> 00:08:38,816 And when you're talking about your Company, "Hey, we started in 2020, 128 00:08:38,816 --> 00:08:42,026 and we've got this many people, and we turn over this, and we do 129 00:08:42,046 --> 00:08:46,906 that," as a buyer looking to solve a problem and get information around 130 00:08:46,906 --> 00:08:52,386 that, I don't care, right ? I- it's just not at the top of the list of 131 00:08:52,396 --> 00:08:53,846 the things that I wanna know about. 132 00:08:54,246 --> 00:08:59,146 The immediate thing is, am I in the right place and can you help me? 133 00:08:59,146 --> 00:09:00,666 So we keep coming back to that. 134 00:09:01,046 --> 00:09:05,546 And the way that you can really dial up relevance is have a conversation 135 00:09:05,586 --> 00:09:08,356 either with your customers, if you can have direct access. 136 00:09:08,716 --> 00:09:11,456 If you don't, go to your sales team. 137 00:09:11,486 --> 00:09:14,876 Those people will be able to tell you exactly the language 138 00:09:14,876 --> 00:09:16,656 that their buyers are using. 139 00:09:17,026 --> 00:09:21,906 The more the buyer sees that language is in there, the more they think to 140 00:09:21,906 --> 00:09:26,646 themselves, "You actually know me. You know what it's like in my role. You know 141 00:09:26,646 --> 00:09:30,506 what I'm looking for and you know what's important to me." So think about how can 142 00:09:30,506 --> 00:09:33,960 you do that Of course, trust is there. 143 00:09:34,110 --> 00:09:39,090 It has to be a part of this whole process, but it comes after clarity. 144 00:09:39,100 --> 00:09:42,730 It comes after relevance, and then you start to build trust. 145 00:09:43,050 --> 00:09:48,930 So does your Company Page set up imply a message of trust? 146 00:09:48,990 --> 00:09:53,720 And of course, that then leads into the content that you're putting out, and this 147 00:09:53,720 --> 00:09:58,110 is where we come back to the positioning and messaging that you're using. 148 00:09:58,360 --> 00:10:03,770 It might be time to go back and actually do this again and give your Page some 149 00:10:03,770 --> 00:10:09,280 love and refresh it because I'm gonna guess most Pages, no one cares about this 150 00:10:09,280 --> 00:10:10,810 stuff 'cause they don't think it matters. 151 00:10:11,170 --> 00:10:15,160 But now that we've got the latest technology that LinkedIn uses, 152 00:10:15,160 --> 00:10:18,810 the algorithms and the LLMs that are behind that help with 153 00:10:18,810 --> 00:10:24,190 search, this is more important now than it ever has been before. 154 00:10:24,190 --> 00:10:27,980 I've been using LinkedIn for around, I don't know, 11 or 12 years now. 155 00:10:28,630 --> 00:10:31,050 Right now it feels very, very different to me. 156 00:10:31,050 --> 00:10:34,720 So think about topics and how you wanna come across as the 157 00:10:34,930 --> 00:10:37,670 trusted leaders in that space. 158 00:10:38,190 --> 00:10:44,010 The other thing that I think you can do to build some of that trust is also have some 159 00:10:44,130 --> 00:10:49,600 evidence, whether that's customer stories, whether it's testimonials, your employee 160 00:10:49,640 --> 00:10:55,130 expertise, practical advice that you're giving people, and consistent content. 161 00:10:55,140 --> 00:10:59,510 This is the evidence that what you've got in the setup for the Company Page 162 00:10:59,790 --> 00:11:04,090 and everything that you're doing is helping the person on the other side. 163 00:11:04,380 --> 00:11:08,760 So again, not talking about the business for the business sake, unless 164 00:11:08,760 --> 00:11:13,220 you're building an employer brand, which has a very different goal, 165 00:11:13,250 --> 00:11:15,390 which is attracting the right talent. 166 00:11:15,930 --> 00:11:22,050 I'm specifically looking at how do you use your Page to attract buyers, which create 167 00:11:22,250 --> 00:11:24,520 brand awareness and demand generation. 168 00:11:24,520 --> 00:11:26,440 So slightly different things. 169 00:11:26,740 --> 00:11:29,600 In theory, there's a lot of commonality there because you're 170 00:11:29,600 --> 00:11:34,800 still targeting somebody, but we're targeting the actual buyers. 171 00:11:35,070 --> 00:11:41,486 So what is it that you can create that goes beyond your features and benefits. 172 00:11:42,056 --> 00:11:43,556 I know you love your products. 173 00:11:43,996 --> 00:11:47,626 I know you want people to buy your products and services, but people 174 00:11:47,626 --> 00:11:49,336 are looking for more than just that. 175 00:11:49,336 --> 00:11:53,376 So having some of this practical advice, I think I would love to see more of that. 176 00:11:53,786 --> 00:11:57,876 I love behind-the-scenes content, how things come together, the thought 177 00:11:57,876 --> 00:12:00,456 processes, the experts that are involved. 178 00:12:00,786 --> 00:12:03,276 There's so much cool stuff as far as that goes. 179 00:12:03,876 --> 00:12:06,846 Now, the other thing that I think is really important when it comes 180 00:12:06,846 --> 00:12:11,896 to your Company Page is how does somebody know what the next step is? 181 00:12:11,926 --> 00:12:16,056 If they land on your Page, they have a look at the content and poke around and 182 00:12:16,066 --> 00:12:20,636 do professional stalking, what's the next step that you want them to take? 183 00:12:20,946 --> 00:12:25,006 And if someone decides they're interested, do you make it really 184 00:12:25,006 --> 00:12:27,676 clear what they should do next? 185 00:12:27,756 --> 00:12:29,346 Should they follow the Page? 186 00:12:29,396 --> 00:12:31,016 Should they visit your website? 187 00:12:31,266 --> 00:12:33,276 Is there somebody that they can speak to? 188 00:12:33,586 --> 00:12:35,726 Do you want them to download something? 189 00:12:35,736 --> 00:12:37,236 It could be a lead magnet. 190 00:12:37,606 --> 00:12:39,116 Don't make them guess. 191 00:12:39,416 --> 00:12:43,496 Make it really easy for them to know what's the next step if they 192 00:12:43,496 --> 00:12:45,076 would like to do business with you. 193 00:13:14,962 --> 00:13:18,652 Now here's the challenge that I have for you listeners this week. 194 00:13:18,682 --> 00:13:23,442 Rather than trying to explain every little thing in this podcast episode, 195 00:13:23,442 --> 00:13:27,902 I've written a practical resource for you called The 10 Second Test. 196 00:13:28,222 --> 00:13:32,812 It's a blog that I've got on my website which goes through this step by step in 197 00:13:32,812 --> 00:13:36,412 some practical ways that I'm gonna put the link for this in the show notes. 198 00:13:36,742 --> 00:13:41,282 And if you go and check that out, this is going to help step through the practical 199 00:13:41,282 --> 00:13:45,152 steps that you can take and what things you should be doing on LinkedIn so 200 00:13:45,152 --> 00:13:51,382 that you're looking at your LinkedIn Company Page in a way that is exactly 201 00:13:51,382 --> 00:13:53,722 how your buyers would view your Page. 202 00:13:53,962 --> 00:13:58,322 And that, again, can be like mind-blowing for lots of people. 203 00:13:58,322 --> 00:14:02,812 People that have done the 10 Second Test all of a sudden are going, "Oh my 204 00:14:02,812 --> 00:14:06,592 God, Michelle, we thought that it was really clear, but really we just sound 205 00:14:06,592 --> 00:14:11,492 like everybody else." And again, back to you confuse them, you lose them. 206 00:14:12,492 --> 00:14:17,452 I hope today's episode has been really helpful to maybe stop you in your tracks 207 00:14:17,452 --> 00:14:21,832 before you post more content to go back and have a look and do the work. 208 00:14:21,932 --> 00:14:22,752 What do you do? 209 00:14:23,032 --> 00:14:24,252 Who do you do it for? 210 00:14:24,332 --> 00:14:26,282 And what makes your business different? 211 00:14:26,622 --> 00:14:30,532 Ultimately, that's what I'm looking at when I'm doing audit and strategy 212 00:14:30,532 --> 00:14:34,822 sessions with my clients, so that if I can't understand in that 10 213 00:14:34,822 --> 00:14:38,932 Second Test, then there's no way that their ideal buyers can either. 214 00:14:39,772 --> 00:14:44,202 For those of you who take the challenge and do the 10-second test, I want you 215 00:14:44,202 --> 00:14:48,152 to reach out on LinkedIn, connect with me, let me know what you discovered, 216 00:14:48,182 --> 00:14:51,922 or you can drop it in the comments over on YouTube or on Spotify. 217 00:14:51,962 --> 00:14:53,322 I would love to hear from you. 218 00:14:53,552 --> 00:14:59,172 What did you discover that you thought was obvious, but really it was just 219 00:14:59,192 --> 00:15:01,492 obvious to the people that you work with? 220 00:15:01,922 --> 00:15:07,802 This is the work that we need to do to really make Company Pages work in 2026, 221 00:15:08,122 --> 00:15:14,332 both for people, the most important piece, and also for AI and algorithms and search. 222 00:15:14,612 --> 00:15:19,822 Next week we're gonna be talking about one of the biggest myths in B2B 223 00:15:19,832 --> 00:15:24,452 marketing, which is why posting isn't a LinkedIn Company Page strategy. 224 00:15:24,472 --> 00:15:28,442 Because if the only thing that you're ever thinking about is what 225 00:15:28,462 --> 00:15:32,712 content you're gonna post, that's another huge missed opportunity. 226 00:15:32,732 --> 00:15:38,532 So to wrap up, just remember, buyers use Company Pages to validate your business. 227 00:15:38,972 --> 00:15:44,762 Your Company Page should actually answer buyer questions, not internal questions. 228 00:15:45,402 --> 00:15:46,832 Clarity builds confidence. 229 00:15:47,142 --> 00:15:49,862 Trust is created before the conversations begin. 230 00:15:50,242 --> 00:15:55,532 And I can't wait to hear from all of you that have tested out the 10-second test. 231 00:15:55,872 --> 00:15:57,232 What did you discover? 232 00:15:57,312 --> 00:15:58,112 Let me know. 233 00:15:58,422 --> 00:15:59,792 Until next week, cheers.