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Give me the next 10 minutes
and I'll fix your Company Page.

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No audit, just the patterns
that I see every week.

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G'Day everyone.

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It's Michelle J Raymond.

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Back again, the listeners to talk
all things LinkedIn Company Pages.

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Short, sharp, straight to the point.

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I've been doing a lot of LinkedIn audits
for Company Pages recently, and I've

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summed it all up into three types of
Company Pages that typically I come

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across and I'm gonna guess that your Page
falls into one of these three buckets.

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So I'm gonna talk about what are
the three types of Pages I see,

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what are the main problems, and most
importantly, how you can fix it.

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Before we go into the episode
though, today is a very special day.

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Every episode for the last few years,
you've heard me talk about my partners

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at Metricool who sponsor the podcast.

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That's coming to an end on this episode
listeners, but that does not mean that

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I'm not a Metricooler at heart, nor that I
don't think that the product is fabulous.

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All of the details for you to
try it out for free for 30 days

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are in the show notes, so don't
forget to go and check it out.

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To those of you who have trusted me and
are now Metricoolers like me in using the

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system to schedule your content, check
your analytics and everything in between.

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Thank you for trusting me.

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I'm on the hunt for a new partner to
sponsor the podcast going forward.

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So if you happen to be a brand that's
listening to this, if you align

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with my values and you're looking
to target B2B marketing audiences.

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Or business owners that are responsible
for marketing in their business, and think

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we could collaborate, please reach out.

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But once again, to the team at Metricool,
thank you for believing in the podcast.

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And now listeners, let's get into
the three different Company Page

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types that I see the main problems,
and most importantly, how we

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can fix it in under 10 minutes.

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Let's go.

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Let's start with the first type of
Company Page that I often come across,

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and that is the Ghost Town Company Page.

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That's the Page that hasn't had
any love for a little while.

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Probably been set up at some stage in
the past because somebody told them to,

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or they thought it was a good idea, and
that Page has, you know, effectively

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been sitting there gathering dust, and
there's very little information in there.

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It certainly hasn't been updated to
align with where the brand's at now.

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The content's few and far between,
and ultimately it's zero value

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to anyone that visits that Page.

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Now, these Ghost Town Pages
are the easiest Pages to fix.

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Why?

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Because it's just gonna take a
few minutes of your time to go

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back and put the love into it.

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Where would I start?

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In the settings menu.

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Go through open that up and check all of
the menu on the left hand side, whether

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it's your details, whether it's your
specialty, whether it's your tagline.

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All of these things are really important,
but probably the piece of this puzzle

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that is most important to get updated
with the changes with 360Brew and all

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of the new feed changes, update your
About section on your Company Page.

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Is it really clear what you
do, who you do it for, and what

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makes your business different?

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The answer is no.

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You've got some very
simple homework to do.

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Then we can move on to making
sure that the banner really

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reflects your business as well.

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Think about it as a billboard so we're
not focusing so much on the content

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that's gonna show up in the home
feed, but we wanna make sure that if

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someone lands there and we have got
the stats now, knowing that when people

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are ready to buy, they not only check
out individual profiles, they're also

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going to the Company Page for that
last final check before they reach out.

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So, easy updates, put
some love back into it.

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You know what you've gotta do,
you've just been putting it off.

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So how about for this episode?

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This is your homework to go and
put the love back into your Page.

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The second type of Company Page
that I come across in these

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audits, I'm gonna call the
"Internal Newsletter Company Page".

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And this can be spotted by a quick
flick through the content that occurs

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on this Company Page and also the setup.

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This Page only talks about the business.

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It's all about me, me, me, me, me.

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And you'll see it.

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It will be the new starter has just come.

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So there'll be the obligatory post.

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We're coming to this trade
show, the obligatory post.

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You will see that the about section
only talks about the company.

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We were set up in 1975 and we're
amazing and we're in 25 locations.

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Your readers are just basically looking
at this stuff and thinking, I don't care.

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Like honestly, do you really care
when a business was established?

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And I get that there's some heritage
brands out there and you know, I can't

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just talk in blanket statements on the
podcast that this applies to everyone,

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but think about it as yourself when you
are consuming content on a Company Page,

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do you really care about all of these
things or are you looking for some kind

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of value that solves a problem that you
have, helps you get closer to your goals?

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Now, this is probably the easiest fix
ever, except sometimes it means you

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have to say no to your colleagues,
and that is easier said than done.

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And I think that that's probably
the biggest fix in these types

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of Newsletter Company Pages
because they start off one by one.

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You know, one colleague comes up and
says, Hey, can you please post this?

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And you wanting to be a good team player,
say yes, it's only one post after all.

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But then what happens is the
next person comes up and asks

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you to do the same thing.

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And again, you wanna be a good team
player and work with your colleagues.

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So you say yes.

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But little by little, post after
post, one little request after

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another, you've drifted off course.

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And all of a sudden that beautiful
strategy that you wrote, that

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LinkedIn strategy that you spent
so much time making sure that

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it was right, is out the window.

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And now your Company Page just
looks like, as I said, a newsletter.

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Quick fix.

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You know what you've gotta
do, get back to your strategy.

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But it may mean saying no
to some internal people.

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Do you struggle with that?

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Let me know in the comments if you do.

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The third type of Company Page that we
are going to fix in under 10 minutes

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today is the "Product Dump Company
Page", and these can be easily spotted

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because all you do is talk about
features and benefits of your products.

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Over and over and over again.

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And this especially happens when a
business has lots and lots of different

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SKUs or products available, and all
of them have amazing features and

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you wanna tell the world about it.

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The only problem is,
so do your competitors.

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And as far as is this content engaging
when you're scrolling the LinkedIn feed?

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I don't know.

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Maybe a little bit if it's a new
release of an Apple product or

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something to that effect, which I is
top of mind for me right now because

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I've seen a lot of posts like that.

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Realistically, why should someone
care about those features and

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benefits is far more important
than what they are in most cases.

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Now think about it.

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You still can talk about those
features and functions, but switch

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things up and create them in service
of the person on the other side.

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So if it is somebody that's in a technical
role, and I've had this conversation

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recently with a client, we're switching
things up to make sure that we are leading

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with why their ideal audience should
care about this feature or function.

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This way you tick the boxes
internally, but you most

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importantly get their attention.

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It is far better for a Page to talk
about one or two products and one or

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two benefits for each of those products.

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Over and over and over again, instead
of spreading yourself so thin and

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talking about 50 different products,
50 different features, and basically

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that doesn't land in anybody's memory.

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It is really hard to recall and
certainly doesn't distinguish

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you from your competitors.

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So think about it.

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If you were only allowed to
sell, let's say, three products.

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And you're only allowed to pick one
feature or benefit for each of those

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three products, what would you pick?

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They need to be your priority
aligned with your business goals.

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So it's again, easier said than done
because everybody in the business

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will have goals for what they wanna
push based on their own agendas.

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But this really needs to align with
your business goals and go back and

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say, where are we trying to head?

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What are we trying to achieve?

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Who's our ideal client and go
hard after that instead of trying

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to be everything to everyone.

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There we go listeners, I've fixed
three of the most common types of

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problems that I see with LinkedIn
Company Pages based on the audits

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and strategy sessions that I'm doing.

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All of the Pages that I'm reviewing in
my research and clients that I'm working

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with, they are the three main types.

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So we've got the Newsletter, the
Product Dump, and the Ghost Town.

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Which one of those Pages can you relate
to most importantly, and what are you

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gonna take away that you can go and
do with your Page to fix things up?

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Because often you'll find
that Page success comes back

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to getting back on track.

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Going back to that LinkedIn strategy
that I know you're smart marketers

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and have already probably established
somewhere, but keeping things on track

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instead of being dragged in every
direction by different colleagues is

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a skill that will solve most Company
Page problems that are out there.

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So if you're having some trouble keeping
things on track or not sure whether

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you've drifted off course or you want
to understand whether your Page actually

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resonates with your target audience from
an outsider's point of view, not someone

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like yourself that's so close to things.

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Then of course, reach out and let's
have that conversation because

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podcast listeners, you are my
favorite clients to work with.

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We are on the same Page.

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You know, I'm here to support you and
I'm just having so much fun helping

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my clients right now discover what's
holding their Page back and hint,

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it's not the LinkedIn algorithm,
giving them a concrete set of actions

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that they can take with confidence.

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To align with their business goals
and really achieve that return

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that people are looking for.

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So if that sounds good to you.

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You know where to find me.

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All the details are in the show
notes, and that's me listeners,

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three problems solved and that's
me done for this week, listeners.

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So until next week, cheers.