March 4, 2025 • 19 mins
We can't just blame the LinkedIn algorithm for poor Company Page engagement rates. Let's explore content fails and strategies on how to fix these common mistakes for your Company Page. If you are a LinkedIn Company Page admin or B2B Marketer this episode is a must listen for your B2B brand.
Key moments in this episode -
00:00 LinkedIn Company Page Engagement
01:18 Understanding LinkedIn's Algorithm Challenges
02:59 Common Mistakes in LinkedIn Page Content Strategy
05:53 The Power of Demand Generation Content on LinkedIn
12:01 How to fix your Company Page content strategy
17:57 Audit your LinkedIn Company Page content
CONNECT WITH MICHELLE J RAYMOND
- Michelle J Raymond on LinkedIn
- Book a free intro call
- https://socialmediaforb2bgrowthpodcast.com/
- B2B Growth Co newsletter
Today's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
You're putting all of this effortinto your LinkedIn Company Page
(00:02):
and all you hear are crickets.
So in today's episode, I thought we'd talkabout the ways that you can improve your
LinkedIn Company Page engagement rate.
(00:28):
G'day everyone.
It is coach Michelle J Raymond, and I hopethat LinkedIn's been treating you well.
And this week we're backonto LinkedIn Company Pages.
Of course, it's one of my favouritetopics, but it's also the one that most
people reach out and they've got questionsor let's be clear, you're up against it
with the LinkedIn algorithm and they'rewondering like, how do I fix this?
(00:51):
So in most cases, the Company Pageadmins, whether you're a social
media manager, whether you're doingit for your own business, maybe
you're a B2B marketing manager.
Most of you are being measured onthings like follower growth, followed
by impressions, followed by engagement.
So today we're going to look at the thirdone, engagement, and what are the things
(01:13):
that I think are causing the problem,and most importantly, how can you fix it?
I know that I just brieflymentioned the LinkedIn algorithm,
but the truth is it really doesn'tfavour LinkedIn Company Pages.
And just a quick scroll of the home feed,and you'll see that your content is not
being shown as much as that of personalprofiles or sponsored content, i. e. paid
(01:38):
campaigns through LinkedIn Company Pages.
So given that's the case, the factis when it comes to LinkedIn Company
Pages, if we want results, we'vereally got to get strategic and most
importantly, intentional with our actions.
In today's episode, I really want totalk about the biggest mistakes that
I think are killing your engagement onyour Company Page, how you can fix them.
(02:02):
But before we do that, here's a quick wordabout our podcast sponsors, Metricool.
(02:59):
The biggest mistake that I see comingfrom LinkedIn Company Pages across
the board and this is going to soundhilarious coming from somebody that
is all about leveraging LinkedInfor business growth, is that the
focus is entirely on get more leads.
And I don't care what your role is withinthe business, but when your focus is
(03:21):
on get more leads, then in turn, thecontent is geared towards get more leads.
And let's be clear, nobody's coming on toLinkedIn to just have this stuff coming at
them all day, every day from your brand.
So what kind of content falls underthe banner of lead gen content?
(03:43):
Think about these things.
We are talking about white paperswhere you have to go off and give
your email address in exchangeto be able to download something.
We also have a look at events.
You know the ones.
Go to an external landing page,sign up for the event, drop your
email address in, then we're goingto share the details with you.
(04:04):
Also, we've got book a demo, anotherclassic lead gen post that goes
through on too many Company Pages.
We've got promos and giveaways,probably not something that I see a lot.
I don't necessarily think that they'rethe culprit, but if they're only
being used with all of the othertypes of lead gen content, then that
playbook gets pretty monotonous.
(04:26):
And also sharing of case studies.
And the main theme that happensthrough these is people can
smell that from a mile away.
They're really aware that, hey,you just want my email address.
So you can put me into a funnelso that you can go and spam
me with stuff afterwards.
And you may be arguing, butMichelle, it's marketing.
It's not spamming.
(04:47):
And I beg to differbecause it's not up to me.
It's not up to you.
It's up to your audience.
And if your engagement rate onLinkedIn is showing that your
audience is not commenting, they'renot liking, they're not showing
up, then that's the real judge.
At the end of the day, myopinion doesn't matter.
But if you are getting measured onengagement rate and you keep posting lead
(05:12):
gen content, then you're on a highwayto nowhere and you are not going to
get those results that you're after.
And the problem is that ultimatelyyou fatigue the audience.
They're like, yeah, yeah, yeah.
When it's in here onceor twice, it's great.
But when it's every single post,you want something from me.
(05:33):
Oh, it's a bit of a snooze fest.
And the main issue that I have withthis is not that they're not valid
forms of content is the fact thatthere's a bigger opportunity that you
are missing out on for your brand.
The main issue that I have with leadgen content is the fact that it is a
(05:59):
really short term focus, and there's abigger opportunity that you're missing
out on, and that is building your brand.
And that's typically what people willrefer to on LinkedIn as demand generation
content, which we're going to have alook at that in a moment, but it really,
the main difference is shifting yourfocus from trying to get your audience
(06:20):
to take action immediately, to buildingyour brand, so we have long term actions.
Because as we've shared before inprevious podcast episodes, if you
look at things like the 95-5 rulethat LinkedIn produced with the B2B
Institute, then what you're looking atis most of your audience pretty much
right now are not in the market to buy.
(06:42):
So if you keep shoving lead gencontent, Hey, come this way.
Are you ready to buy?
And they're looking at itgoing no, honestly, I just
wanted to learn something.
I've got a problem.
I was hoping you mightbe able to solve it.
And all you're doing isgive me your email address.
Give me your email address.
And realistically, it's just withsome graphic that really doesn't
exchange any value with them.
(07:03):
So it's a one sided relationship.
And as I say, people can smellthat desperation from a mile away.
And we want more than that for yourbrand, because I know if we focus on the
longterm, if we build your brand, thisis where we get to charge higher prices.
This is where people can recall yourbrand because you are top of mind.
(07:24):
This is how you distinguishyourself from your competitors.
All really cool stuff, whether you comefrom marketing, sales or you're the
business owner and really care about both.
And so after the break, let's take a lookat demand generation content and how this
can really help your engagement rate.
(08:03):
What is this demand generationcontent that I speak of?
Well, I'm glad you asked and I'm gladyou're here listeners because ultimately
this is the kind of content thatdistinguishes you from your competitors.
And we are talking about content thatfocuses on educating your audience,
(08:24):
we are doing things in service of them,content that helps them make buying
decisions, content that helps them solvemaybe small problems in their business.
So when they move on to thosebigger ones where they need help,
well, guess who they think of?
Your brand.
Now, when you create content that isin service of your audience and they
(08:45):
find it really valuable and useful, youare building that know, like and trust
factor, which we're always talking about.
Now, I don't know about you, but if I finda piece of content and I don't really care
where it comes from, but if it helps meget towards my goals better, then I am
the one that is going to leave a commentand say thank you for sharing that.
(09:08):
I've been having this issue, orI'll just hit the like button
as a simple way of acknowledgingthat I got value from that post.
But if you're just talking aboutyourself as the brand, and again,
going back to that lead gencontent, where it's all about you.
Then I'm not going to do thatbecause I'm going to keep scrolling.
(09:28):
So what's some really goodexamples of demand gen content?
Well, this is what we would probablytalk about in terms of thought
leadership posts and industry insights.
Especially if you've done some reallygreat research internally in your business
and you share those results, those postsalways perform so well on LinkedIn.
(09:51):
Why?
Because people can't find thatinformation anywhere else.
It's unique to you and your brand andthat is what makes it super valuable.
And again, how can they use what they'velearned in their day to day life?
So think about who isyour target audience?
You know, I've been thinking about thisa lot this week, you know, Your ideal
(10:14):
customer profile, ICP as it's thrownaround, like everybody needs to define it.
That's great.
But if you don't keep them in mindwhile you're creating content,
realistically, it's a waste of time.
And this is why when you create thoughtleadership content, you really have to
be focused on who you're doing it forand hint: thought leadership content,
(10:41):
in my opinion, is never, ever, everabout making the brand look good, but
it is every single time instillingconfidence in your audience so that
they look good, so that they achievetheir goals, so that they get closer to
those KPIs, which they're measured on.
(11:01):
And when you focus on that, the audiencefeels that and they're drawn to that
and they want more of that and they maynot engage as much as if it's person
to person, like over on the personalcontent, but it will absolutely fix your
engagement issues on your Company Page.
(11:22):
If you start to switch thingsaround from all about the brand
to all about your ideal audience.
We've established that there's lead gencontent and demand gen content and neither
of them are good or bad, right or wrong.
(11:44):
The holy saviour of all contenton LinkedIn that's gonna bring
in all of these leads or not.
But the most powerful thing thatI can give you today to fix your
engagement rate is to make sure thatwe are using a good balance of both.
And when I talk about my 3 21 content strategy, that is
(12:07):
exactly what we are going to do.
Now I've covered it in episodes fromquite a while back, but I think this
is so important to help you fix yourengagement rate on your Company Page.
I'm going to go over it again and youare going to want to write this down
or go and check out the transcript.
There's always a fully editedtranscript in the show notes.
(12:28):
And so go back and take a look at this.
Okay.
So now that you're ready, here's how thethree, two, one content strategy works.
It is all about having the right mixof demand gen and lead gen content.
Now, how does it work?
(12:48):
We're talking three plus twoplus one equals six posts.
Now if we look at those six posts ona Company Page for most businesses,
if you are of a reasonable size, wewould spread that out over two weeks.
I think that's a nice number.
If you create less, spread it out.
This is all about how much we rotatethe different types of content more
(13:12):
than how quickly we get it done.
So let's take a look at the firsttype of content, which is three posts.
The three posts are whatwe call Good To Know.
And this is where you canshare those industry insights.
This is where you are giving ushelpful tips on how I can make
(13:33):
choices, make decisions, makebuying decisions on the other side.
So think about your ideal audience.
What problems do they have?
As people say, not the headache everydayones, but what about those migraine
ones that keep them up at night?
How can your business help themsolve those types of things?
And quite often when you've got a businessthat's got subject matter experts.
(13:56):
You've got leadership teams.
You've got a wide variety ofpeople working in the business.
You have such a pool of knowledge thatyou can create some amazing content
that can really help these people.
So working together as a team togive those really valuable and
I think actionable insights isreally important and that is going
(14:18):
to help people on the other side.
So thought leadership type content fromyour brand, which falls under the demand
generation style of content, right?
So then we're going tomove across into two posts.
Now, if we just do lots and lotsof thought leadership, then it can
get pretty dry and boring and dull.
(14:40):
Sorry, but it's really hard for someoneto have enough charisma to put that
kind of stuff across all the time.
So we need to have a good mixand especially with brands.
So two posts are what I call Good To Feel.
So what can your brand share that isa feel good type post where I can see
(15:04):
your brand and what it stands for.
So I want to see your values.
I want to see whether youcare about your people.
I want to see behind thecurtain of how stuff's made.
So think about what are the cool thingsthat are going on in your business that
are not about your products and services.
This type of content is heavily focusedon the people within your business
(15:28):
and the values that your business has.
And so this also falls under, I would saythe demand gen content, because you're
giving your audience further insightsinto your business and again, helping
them choose whether they choose you oryour competitor can sometimes come down
(15:49):
to not just the knowledge, but also thetype of business and what you stand for.
Now that leaves us with onetype of post that is left out
of the six when we're rotating.
And that is the Good To Buy posts.
And Good To Buy posts, theseare our lead gen posts.
Again, they are super important, butthey shouldn't be every single post.
(16:14):
But equally, pleasedon't ignore these posts.
So this is where you can genuinely mixin things like register for my event,
things like download my white paper.
They have their place.
And the good part is you've alreadyearned the right and the interest from
(16:35):
your audience and your community onLinkedIn to then want to know more.
And that is brilliant.
That is exactly the time thatyou want people to engage
with your lead gen content.
That is when they are ready.
That is when they trust your business.
They know that you show up and givevalue day after day, time after time.
(16:56):
So why wouldn't things likeyour events have that even more?
So again.
Three Good To Know, two GoodTo Feel, one Good To Buy.
And that is the perfect balance ofdemand gen content and lead gen content.
And when you get this mix right,I promise you, you will fix your
(17:17):
engagement rates and you will get thosequalified leads that you're looking
for and not just qualified leads, buthigh quality leads, ones where they
show a really high level of interest.
I know that the 3 2 1content strategy works.
I see it with my clients all the time.
And when we find the right balance andwe're in service of our audience and we
(17:40):
stop focusing all about the brand andactually building your brand and building
that trust, that pays off in dividends.
Listeners, as I wrap up today'sepisode, I've got a challenge for you.
(18:02):
It's time to get thisand put it into action.
I want you to go back to yourCompany Page, take a look at the
last 10 or 20 posts and mark them.
Were they Good To Know,Good To Feel or Good To Buy?
I. e., are you also doingdemand gen and lead gen content?
And have you got that balance right?
(18:24):
And if when you go back over things andall you see is download my white paper,
sign up for my events, here's our casestudies and things along those lines
where you're just talking about your brandbecause you want their email address.
You've got some homework to do.
So until next episode, cheers.
You're putting all of this effortinto your LinkedIn Company Page
(00:02):
and all you hear are crickets.
So in today's episode, I thought we'd talkabout the ways that you can improve your
LinkedIn Company Page engagement rate.
(00:28):
G'day everyone.
It is coach Michelle J Raymond, and I hopethat LinkedIn's been treating you well.
And this week we're backonto LinkedIn Company Pages.
Of course, it's one of my favouritetopics, but it's also the one that most
people reach out and they've got questionsor let's be clear, you're up against it
with the LinkedIn algorithm and they'rewondering like, how do I fix this?
(00:51):
So in most cases, the Company Pageadmins, whether you're a social
media manager, whether you're doingit for your own business, maybe
you're a B2B marketing manager.
Most of you are being measured onthings like follower growth, followed
by impressions, followed by engagement.
So today we're going to look at the thirdone, engagement, and what are the things
(01:13):
that I think are causing the problem,and most importantly, how can you fix it?
I know that I just brieflymentioned the LinkedIn algorithm,
but the truth is it really doesn'tfavour LinkedIn Company Pages.
And just a quick scroll of the home feed,and you'll see that your content is not
being shown as much as that of personalprofiles or sponsored content, i. e. paid
(01:38):
campaigns through LinkedIn Company Pages.
So given that's the case, the factis when it comes to LinkedIn Company
Pages, if we want results, we'vereally got to get strategic and most
importantly, intentional with our actions.
In today's episode, I really want totalk about the biggest mistakes that
I think are killing your engagement onyour Company Page, how you can fix them.
(02:02):
But before we do that, here's a quick wordabout our podcast sponsors, Metricool.
(02:59):
The biggest mistake that I see comingfrom LinkedIn Company Pages across
the board and this is going to soundhilarious coming from somebody that
is all about leveraging LinkedInfor business growth, is that the
focus is entirely on get more leads.
And I don't care what your role is withinthe business, but when your focus is
(03:21):
on get more leads, then in turn, thecontent is geared towards get more leads.
And let's be clear, nobody's coming on toLinkedIn to just have this stuff coming at
them all day, every day from your brand.
So what kind of content falls underthe banner of lead gen content?
(03:43):
Think about these things.
We are talking about white paperswhere you have to go off and give
your email address in exchangeto be able to download something.
We also have a look at events.
You know the ones.
Go to an external landing page,sign up for the event, drop your
email address in, then we're goingto share the details with you.
(04:04):
Also, we've got book a demo, anotherclassic lead gen post that goes
through on too many Company Pages.
We've got promos and giveaways,probably not something that I see a lot.
I don't necessarily think that they'rethe culprit, but if they're only
being used with all of the othertypes of lead gen content, then that
playbook gets pretty monotonous.
(04:26):
And also sharing of case studies.
And the main theme that happensthrough these is people can
smell that from a mile away.
They're really aware that, hey,you just want my email address.
So you can put me into a funnelso that you can go and spam
me with stuff afterwards.
And you may be arguing, butMichelle, it's marketing.
It's not spamming.
(04:47):
And I beg to differbecause it's not up to me.
It's not up to you.
It's up to your audience.
And if your engagement rate onLinkedIn is showing that your
audience is not commenting, they'renot liking, they're not showing
up, then that's the real judge.
At the end of the day, myopinion doesn't matter.
But if you are getting measured onengagement rate and you keep posting lead
(05:12):
gen content, then you're on a highwayto nowhere and you are not going to
get those results that you're after.
And the problem is that ultimatelyyou fatigue the audience.
They're like, yeah, yeah, yeah.
When it's in here onceor twice, it's great.
But when it's every single post,you want something from me.
(05:33):
Oh, it's a bit of a snooze fest.
And the main issue that I have withthis is not that they're not valid
forms of content is the fact thatthere's a bigger opportunity that you
are missing out on for your brand.
The main issue that I have with leadgen content is the fact that it is a
(05:59):
really short term focus, and there's abigger opportunity that you're missing
out on, and that is building your brand.
And that's typically what people willrefer to on LinkedIn as demand generation
content, which we're going to have alook at that in a moment, but it really,
the main difference is shifting yourfocus from trying to get your audience
(06:20):
to take action immediately, to buildingyour brand, so we have long term actions.
Because as we've shared before inprevious podcast episodes, if you
look at things like the 95-5 rulethat LinkedIn produced with the B2B
Institute, then what you're looking atis most of your audience pretty much
right now are not in the market to buy.
(06:42):
So if you keep shoving lead gencontent, Hey, come this way.
Are you ready to buy?
And they're looking at itgoing no, honestly, I just
wanted to learn something.
I've got a problem.
I was hoping you mightbe able to solve it.
And all you're doing isgive me your email address.
Give me your email address.
And realistically, it's just withsome graphic that really doesn't
exchange any value with them.
(07:03):
So it's a one sided relationship.
And as I say, people can smellthat desperation from a mile away.
And we want more than that for yourbrand, because I know if we focus on the
longterm, if we build your brand, thisis where we get to charge higher prices.
This is where people can recall yourbrand because you are top of mind.
(07:24):
This is how you distinguishyourself from your competitors.
All really cool stuff, whether you comefrom marketing, sales or you're the
business owner and really care about both.
And so after the break, let's take a lookat demand generation content and how this
can really help your engagement rate.
(08:03):
What is this demand generationcontent that I speak of?
Well, I'm glad you asked and I'm gladyou're here listeners because ultimately
this is the kind of content thatdistinguishes you from your competitors.
And we are talking about content thatfocuses on educating your audience,
(08:24):
we are doing things in service of them,content that helps them make buying
decisions, content that helps them solvemaybe small problems in their business.
So when they move on to thosebigger ones where they need help,
well, guess who they think of?
Your brand.
Now, when you create content that isin service of your audience and they
(08:45):
find it really valuable and useful, youare building that know, like and trust
factor, which we're always talking about.
Now, I don't know about you, but if I finda piece of content and I don't really care
where it comes from, but if it helps meget towards my goals better, then I am
the one that is going to leave a commentand say thank you for sharing that.
(09:08):
I've been having this issue, orI'll just hit the like button
as a simple way of acknowledgingthat I got value from that post.
But if you're just talking aboutyourself as the brand, and again,
going back to that lead gencontent, where it's all about you.
Then I'm not going to do thatbecause I'm going to keep scrolling.
(09:28):
So what's some really goodexamples of demand gen content?
Well, this is what we would probablytalk about in terms of thought
leadership posts and industry insights.
Especially if you've done some reallygreat research internally in your business
and you share those results, those postsalways perform so well on LinkedIn.
(09:51):
Why?
Because people can't find thatinformation anywhere else.
It's unique to you and your brand andthat is what makes it super valuable.
And again, how can they use what they'velearned in their day to day life?
So think about who isyour target audience?
You know, I've been thinking about thisa lot this week, you know, Your ideal
(10:14):
customer profile, ICP as it's thrownaround, like everybody needs to define it.
That's great.
But if you don't keep them in mindwhile you're creating content,
realistically, it's a waste of time.
And this is why when you create thoughtleadership content, you really have to
be focused on who you're doing it forand hint: thought leadership content,
(10:41):
in my opinion, is never, ever, everabout making the brand look good, but
it is every single time instillingconfidence in your audience so that
they look good, so that they achievetheir goals, so that they get closer to
those KPIs, which they're measured on.
(11:01):
And when you focus on that, the audiencefeels that and they're drawn to that
and they want more of that and they maynot engage as much as if it's person
to person, like over on the personalcontent, but it will absolutely fix your
engagement issues on your Company Page.
(11:22):
If you start to switch thingsaround from all about the brand
to all about your ideal audience.
We've established that there's lead gencontent and demand gen content and neither
of them are good or bad, right or wrong.
(11:44):
The holy saviour of all contenton LinkedIn that's gonna bring
in all of these leads or not.
But the most powerful thing thatI can give you today to fix your
engagement rate is to make sure thatwe are using a good balance of both.
And when I talk about my 3 21 content strategy, that is
(12:07):
exactly what we are going to do.
Now I've covered it in episodes fromquite a while back, but I think this
is so important to help you fix yourengagement rate on your Company Page.
I'm going to go over it again and youare going to want to write this down
or go and check out the transcript.
There's always a fully editedtranscript in the show notes.
(12:28):
And so go back and take a look at this.
Okay.
So now that you're ready, here's how thethree, two, one content strategy works.
It is all about having the right mixof demand gen and lead gen content.
Now, how does it work?
(12:48):
We're talking three plus twoplus one equals six posts.
Now if we look at those six posts ona Company Page for most businesses,
if you are of a reasonable size, wewould spread that out over two weeks.
I think that's a nice number.
If you create less, spread it out.
This is all about how much we rotatethe different types of content more
(13:12):
than how quickly we get it done.
So let's take a look at the firsttype of content, which is three posts.
The three posts are whatwe call Good To Know.
And this is where you canshare those industry insights.
This is where you are giving ushelpful tips on how I can make
(13:33):
choices, make decisions, makebuying decisions on the other side.
So think about your ideal audience.
What problems do they have?
As people say, not the headache everydayones, but what about those migraine
ones that keep them up at night?
How can your business help themsolve those types of things?
And quite often when you've got a businessthat's got subject matter experts.
(13:56):
You've got leadership teams.
You've got a wide variety ofpeople working in the business.
You have such a pool of knowledge thatyou can create some amazing content
that can really help these people.
So working together as a team togive those really valuable and
I think actionable insights isreally important and that is going
(14:18):
to help people on the other side.
So thought leadership type content fromyour brand, which falls under the demand
generation style of content, right?
So then we're going tomove across into two posts.
Now, if we just do lots and lotsof thought leadership, then it can
get pretty dry and boring and dull.
(14:40):
Sorry, but it's really hard for someoneto have enough charisma to put that
kind of stuff across all the time.
So we need to have a good mixand especially with brands.
So two posts are what I call Good To Feel.
So what can your brand share that isa feel good type post where I can see
(15:04):
your brand and what it stands for.
So I want to see your values.
I want to see whether youcare about your people.
I want to see behind thecurtain of how stuff's made.
So think about what are the cool thingsthat are going on in your business that
are not about your products and services.
This type of content is heavily focusedon the people within your business
(15:28):
and the values that your business has.
And so this also falls under, I would saythe demand gen content, because you're
giving your audience further insightsinto your business and again, helping
them choose whether they choose you oryour competitor can sometimes come down
(15:49):
to not just the knowledge, but also thetype of business and what you stand for.
Now that leaves us with onetype of post that is left out
of the six when we're rotating.
And that is the Good To Buy posts.
And Good To Buy posts, theseare our lead gen posts.
Again, they are super important, butthey shouldn't be every single post.
(16:14):
But equally, pleasedon't ignore these posts.
So this is where you can genuinely mixin things like register for my event,
things like download my white paper.
They have their place.
And the good part is you've alreadyearned the right and the interest from
(16:35):
your audience and your community onLinkedIn to then want to know more.
And that is brilliant.
That is exactly the time thatyou want people to engage
with your lead gen content.
That is when they are ready.
That is when they trust your business.
They know that you show up and givevalue day after day, time after time.
(16:56):
So why wouldn't things likeyour events have that even more?
So again.
Three Good To Know, two GoodTo Feel, one Good To Buy.
And that is the perfect balance ofdemand gen content and lead gen content.
And when you get this mix right,I promise you, you will fix your
(17:17):
engagement rates and you will get thosequalified leads that you're looking
for and not just qualified leads, buthigh quality leads, ones where they
show a really high level of interest.
I know that the 3 2 1content strategy works.
I see it with my clients all the time.
And when we find the right balance andwe're in service of our audience and we
(17:40):
stop focusing all about the brand andactually building your brand and building
that trust, that pays off in dividends.
Listeners, as I wrap up today'sepisode, I've got a challenge for you.
(18:02):
It's time to get thisand put it into action.
I want you to go back to yourCompany Page, take a look at the
last 10 or 20 posts and mark them.
Were they Good To Know,Good To Feel or Good To Buy?
I. e., are you also doingdemand gen and lead gen content?
And have you got that balance right?
(18:24):
And if when you go back over things andall you see is download my white paper,
sign up for my events, here's our casestudies and things along those lines
where you're just talking about your brandbecause you want their email address.
You've got some homework to do.
So until next episode, cheers.
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