May 13, 2025 • 22 mins
Struggling to grow your LinkedIn Company Page? In this episode, LinkedIn strategist Michelle J Raymond shares the top four reasons your Page isn’t gaining traction. From lack of strategy to inconsistent content, and what to do to finally see results. Discover how B2B businesses can get back on track, even with limited time and resources.
Key moments in this episode -
00:00 Tackling Company Page Frustrations
03:30 LinkedIn Company Page Strategy
07:08 Keeping Up with LinkedIn Changes
10:46 Consistency in Content Creation on LinkedIn
15:28 Evaluating Team Capacity
17:21 LinkedIn Company Page Management
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.
#LinkedIn #LinkedInForBusiness
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Time for me to check in with you.
On a scale of one to 10, howfrustrating is your Company Page growth?
I'm gonna guess that you're at 10 out ofa 10, like most people that I talk with.
So in today's episode, I'm gonnashare what you can do about it.
G'Day
(00:33):
everyone.
It's Coach Michelle J Raymond,your trusted guide to building your
brand and your business on LinkedIn.
And we are back to talk about allthings LinkedIn Company Pages.
I guess that's what happens to mewhen I'm the Company Pages Queen.
I'm involved in a lot of conversationsand get asked a lot of questions
from people that reach out and theyare so frustrated, 11 outta 10,
(00:56):
not even 10 outta 10 frustrated.
And they're trying everything,doing their best, and it feels
like they're getting nowhere.
And so in today's episode, I wannaquickly go into what are the four
areas that we can look at if thisis a problem and you can relate.
And also one of the solutions,you may not have thought about
(01:16):
it, but may actually work for you.
So stick around to the end becauseI'm gonna share something that
will surprise a lot of you.
But for some of you, it might be theanswer that you've been searching for.
Before we go into the four areasthat I wanna take a look at, let's
hear about the latest features fromour podcast sponsors Metricool.
(02:34):
Today's episode as we step througheach of the four areas I want you
to check out is sent with love.
I don't want anyone on the other sideof this podcast walking away with the
feeling that they're not doing enough,that they're not trying hard enough.
Or that in some way, shape or form thatthere's something wrong with them because
they can't seem to get the Page to work.
(02:55):
This is so common people.
I want you to know that upfront.
I would say being a Company Pageadmin on LinkedIn is one of the
hardest things that anyone coulddo, and so don't feel deflated.
Because we're going into each of theseareas, and for you, you might be ticking
off all four of them saying, yeah,no, actually that's a problem for us.
(03:17):
That is not the point of this.
I want to give you the places to lookso that you can go back and take action
and have an impact immediately and getyour follower growth back on track,
get your engagement back on track.
The first place that I want you to lookis do you have a Company Page strategy?
Because with no strategy, you have nodirection, and for some of you, you
(03:40):
might be going, yeah, maybe we did one awhile ago, or maybe you have a marketing
strategy, but that hasn't filtered downspecifically into what the strategy
is for your LinkedIn Company Page.
For some of you, you inherited aLinkedIn Company Page as the admin
from somebody else in the team.
Maybe you recently started ata business and you're trying
to figure this stuff out.
(04:02):
Most of the time when I'm working withclients, there's not a lot written
down that anyone can refer to, whichis the first issue that we mostly have.
If things aren't written down and youare handing the page admin role across to
somebody else, then it's no surprises thatperson is going to be left floundering and
(04:22):
feeling like the water is just climbingup and up and up and they're drowning,
and that is like a terrible feeling.
That is exactly the feeling that I wantpeople to avoid because of this episode.
Strategy when we're lookingat, in terms of the Company
Page, go back and have a look.
Have you done customer research?
(04:42):
Has there been any effort put into that?
Maybe it's as simple as you need to go andhave a conversation with the sales team.
Get to know what's going on foryour customers, the language they
use, the problems that you solve.
What's important to them right now?
What are the trends thatthey wanna know about?
Maybe the global financial environmentright now is impacting businesses
(05:03):
out there, and your business can talkabout it, but you need to have a really
good understanding of your customers.
Move on to the business plan becauseif your LinkedIn strategy isn't aligned
to your business goals, then it's gonnafeel like the business is going one way.
You are going another, and the role ofthe Page and everything that we're doing
there is really to help the businessachieve its goals, whatever they may be.
(05:26):
So if you haven't done that exercise,it's time to go back and make sure
that you're both calibrated andheading in the same direction.
Then we can move on to things likethe content pillars, like what
is your page gonna talk about?
And this will involve knowing yourpositioning and messaging and all
the other parts of branding thatcome into this, and making sure
(05:49):
that that's really clear in howyou're gonna show up on social.
A lot of you might have done thisexercise as a group in the past, or
maybe you've never done it at all.
I can tell you I know when thiswork hasn't been done because I can
see that people are posting and theonly goal that they have is to post
(06:09):
three times, have it sound relativelyprofessional and talk about something
that's going on in the business.
And it's completely ineffective andunfortunately, the only solution to
this particular issue is if you have nostrategy, you have to go back and put
these pieces of the puzzle in place.
(06:30):
I think this is where ChatGPT isgoing to be brilliant and a really
good tool that you can help bounceideas off, if you don't know how
to do any of these steps, ask it.
Ask it to give you some kind ofprogram that you could follow,
questions that you could ask.
That is what I think is one of the mostbrilliant things around ChatGPT and tools
(06:50):
like this, where they will help you do theresearch and if you have knowledge gaps,
they can help you find those answers.
So if you are missing any ofthe pieces of this puzzle, it's
time to go back and do the work.
Let's move on to part two, and this issomething completely out of your control,
(07:14):
and that is that LinkedIn changes so fast,it changes at a rate that it is so hard to
keep up with everything that's going on.
I'm a specialist on LinkedIn only.
I'm a specialist on organic LinkedIn only.
I'm a specialist on only usingLinkedIn for growing your business.
(07:34):
There is so many more facets to LinkedInto understand, and so if you're a
Marketing Manager or a Social MediaManager or someone responsible for
the Company Page you quite often don'thave the luxury that I have in being a
specialist and more, you're a generalist.
You have to wear many differenthats during the day, and the
Company Page is just one of them.
(07:56):
I right now have read so manydifferent reports, like the Metricool
LinkedIn Study around what's workingwith Pages that was 40 pages long.
I am about to read another one fromSocial Media Today, which is all
about pages and LinkedIn in general.
That's about the same length again,you got Richard van der Blom's report,
that's gonna be what, 125 pages orsomething like that of insights.
(08:19):
It's huge.
It's a monster.
And that takes them six monthsto put that information together.
Now that's not even keeping up to datewith all the changes that LinkedIn make
to the platform, things come and go.
They move around, features get taken away.
Shout out to the employee advocacythat disappeared off LinkedIn.
That was a bummer.
And people are strugglingto find ways around that.
(08:42):
If you spend all of your time scrollingLinkedIn, then you are just going to
lose more time than you gain by tryingto keep up with all of these things.
That's exactly why I'm here to help you.
This podcast is one way.
Did you know I've alsogot a YouTube channel.
It's @MichelleJRaymond.
There's so many how to videos overthere, and I specialise in videos for
(09:05):
Company Pages, so LinkedIn in general,but specialty in Company Pages.
So if you're looking for info, it'smost likely gonna be over there.
Mostly along the lines of how to videos.
And of course there's my brand newnewsletter that's there to help you as
well, to give you the insights first,and I will put the details in the show
notes on how you can get access to that.
(09:28):
These are the kinds of thingsthat I'm trying to do to make
sure you don't get sidetracked.
Trying to chop and change yourstrategy based on what the LinkedIn
algorithm may or may not be doing,or the features and functions.
Strategy will never go outtastyle regardless of all of
these other bits and pieces.
But if you aren't up to date with currentbest practice, then you are going to fall
(09:51):
behind and things that used to work likeor maybe worked last year won't work now.
Or they've become harder, or they're notgenerating the same amount of results.
So it's really important that youtake me up on one of those offers,
the newsletter, the YouTube channel.
You can obviously follow mycontent over on LinkedIn.
(10:11):
I've got a couple ofbooks to throw in there.
Did you know I was the co-authorof the world's first and only
book dedicated to LinkedIn CompanyPages called Business Gold?
And we only put that outfour or five years ago.
That's how little information thereis out there for Company Page Admins.
So I do my best to help you.
So stay up to date with any oneof those or multiple channels.
(10:33):
And if you've ever got a questionlike reach out, who knows?
Might end up becoming apodcast episode in the future.
If keeping up with all the changes onLinkedIn is a full-time job, then it's
no surprises that the third thing thatI find and the area that I want you to
(10:56):
have a look at is the consistency orrather inconsistency of your content
or just how much content are youputting out via your Company Page.
I come across Page Admins and thefirst question that they always ask
me is, how often should I be posting?
Now I'm assuming that you're a small tomedium sized business, not solopreneur.
(11:17):
So I'm gonna park you for a moment,'cause this doesn't really apply to you,
but if you're a small to medium sizedbusiness or larger, of course, then I
would expect that you're posting threetimes a week would be my magic number.
That's not always possiblebecause you are juggling things.
I meet many Page Admins that thisis just one part of their job, or
(11:39):
they work part-time hours and it'sreally hard to keep up with everything
that's expected within those hours.
If ideally posting three times aweek is where I would love you to be
at, and that is every week, 52 weekspractically of the year, minus all
the holidays and bits and pieces.
But ultimately it's the consistencyand that persistency over the
(12:02):
long term that will generate thegrowth for your Company Page.
Hot and cold.
The classic one that I see all the time.
I don't see any contenton Company Pages for ages.
Then what do you know?
We've got a trade show coming up.
We've spent all this money on the booth.
We get our photos for the couple ofdays while the trade show's on at best,
(12:24):
and then we disappear for a while.
Or you've got some kind of onlinewebinar you want signups for.
You know, the part where people come backand just use LinkedIn when they've got
something that they want from an audience.
It's a bit of an afterthought.
The problem is when you're inconsistent,your audience will find other
places to get their informationand solutions from, and you may
(12:46):
actually miss out on opportunitiesjust because you're not top of mind.
Finding consistency and finding away to get that done over the long
term is going to take a few things.
One of which I think is putting timeaside and blocking it out in your
(13:06):
actual calendar so it pops up so youcan't get double booked, so people
don't put meetings in over the topof the time that you had in your mind
that you're gonna create the content.
And this is such a simple thing, but alsosomething that's really powerful 'cause
it signals to other people, this isimportant work that I need to get done.
(13:30):
If you are running out of time, thengetting really good at repurposing
is going to be your next skillthat you're gonna become good at.
And that could be repurposing long form toshort form, whether that's articles down
into posts, or it could be longer videosand webinars down into short form clips.
It doesn't matter which way you doit, but you have to have some kind
(13:52):
of system or structure around that.
It could also be that you take poststhat you created six months ago that
are evergreen, that you could repost.
Again, there's lots of ways that wecan do this, but if you don't have
systems in place and shout out toMetricool, they're the tool that we
use to keep everything under controland in a place where we can find it.
(14:14):
And that's something that,you know, I'm guilty.
Lil is so much better at this than me.
I'm still working on it formy own personal content.
But for our Company Pages that we havewith the B2B Growth Co Company Page, or
we have a Company Page for this podcastcalled Social Media for B2B Growth over
on LinkedIn where we share other tips.
But ultimately havingsystems and processes is gold
(14:39):
'cause it saves you time.
So if you're finding yourself not beingable to keep up or you don't have a place
to store ideas, then sit down and spendsome time and think what is gonna be the
best way for you in the future to keep atrack of this stuff so you can repurpose.
(15:23):
I think number four is the onethat has the biggest impact.
The area that I would likeyou to have a look at.
Is your team stretched too thin?
Are you a team of one tryingto do everything and on a fast
track to burning yourself out?
Maybe you're a small team of two andyou're trying to keep up with the demands
(15:45):
across every single platform, all kindsof formats, and it's just draining.
Or maybe you're part of a much biggermarketing team, but ultimately your head
count may have been reduced or budgets arebeing slashed, and now you've got fewer
people to do the same amount of work.
Regardless of the circumstances.
(16:07):
Please take a moment and ask, isthis actually physically possible
for me to keep up with everything?
I'm going to guess thatthe answer is actually no.
And that's not a reflection on younot being good at your job, despite
the fact that it may feel like this.
(16:28):
I remember I read a stat when I wasdoing some research for a presentation
at Social Media Marketing World likelast year, and it said that content
marketers were spending up to 34hours per week creating content.
I'm trying to understand where the otherhours of the week are actually spent
to have lunch breaks and go to meetingsand all those other fun kinds of things
(16:49):
that we have to get done during the day.
If the answer is that you aren't ableto keep up then after this break I'm
gonna offer a solution that I think mightactually resonate with you the most.
I promised you a solution toall of the issues that we've
discussed in this episode.
And the good news for you is the solutionis not another tip, it is not another
(17:13):
tool, and the beauty of this option isit's only available on Company Pages and
it is not available on personal profiles.
And that is outsourcing.
It is completely within the useragreement on LinkedIn that you can
assign a third party to run yourCompany Page on LinkedIn for you.
Companies like my own that we createcontent aligned with your business
(17:37):
strategy, up to date with the currentLinkedIn best practices, and really work
with you to take away the workload thatwe've just realised that honestly you
have no chance of ever keeping up with.
Now it's not suitable for every business.
If you are too small, it doesn't work.
And for some of you, it might actuallybe that you have your own internal big
(18:01):
marketing teams, and this isn't an option.
I can tell you that I've worked withcompanies of all different sizes.
I've come in and helped them on ashort term basis when they've been
looking for replacement staff.
I have worked with companieswhere they have no marketing team.
We were able to take on thatresponsibility for them and get
(18:22):
their Company Page up and going.
And the good part is it's not aboutlosing control because that's what a
lot of people think outsourcing is,but it really is a true partnership.
And the companies that we work with alwaysknow that they can tick off consistency.
They've got someone that canfocus on getting the results and
(18:45):
keeps them aligned and on track.
And also, I bring myCompany Pages expertise.
And for many people that is such a hugesense of relief to have a partner that
can work with them and take some of theideas and bring them to life or find
ideas when they can't come up with some.
(19:06):
I only work with a handful of clients atany one time on Company Page management
because I'm not just a social mediamanager that's creating posts for you.
We're looking at this from theperspective of how will the page
and everything we do on LinkedInreally generate business results.
So the page might be one place,but we work together and figure out
(19:27):
how can we get employees involved?
Where else should we be using our time?
What things can we tweak andimprove as we get the analytics?
And check them for you to seewhat's working and what's not.
And the sense of relief for the clientsthat we do work with is probably one
of my favorite things about my job.
(19:47):
Watching a business that knows theyshould be on LinkedIn, and despite
all of their best intentions, life isjust really busy and it's something
that they never quite got around to.
But now we create a Page that'sconsistently thriving and
generating business results.
If you've been nodding your head going,oh my God, this would be amazing.
(20:09):
I wish I could have this.
The good news is I've got one spot andone spot only that's opened up for Company
Page management services directly with me.
I'm not palming you off to anybody else.
It's you and I and we work togetherto really come up with a plan that is
going to make sure that your CompanyPage is growing and you can focus on
(20:34):
what matters in your business and totogether we generate better results.
If you are someone that's been listeningand there's no budget to work directly
with me, or it's not a service thatyou're looking to outsource, you
could invest in training with me.
Did you know that I actuallydo Company Page admin training
specifically for Company Page Admins?
No one else offers a training like that.
(20:56):
Everybody else gives you trainingthat's applicable to profiles and
says, Hey, just marry it across.
It'll be fine.
They don't work like that.
Pages and Profiles arecompletely different.
For those of you who may not have thoseoptions available to you now, good news is
you have four places that you can go andcheck and look for areas that you could
improve with the resources that you have,and if anything changes in the future
(21:20):
of course, you know where to find me.
As we wrap up today's show, Ihope that this has been helpful.
I know that if you go and audit each ofthese four areas that we've discussed,
that you will find improvements tohelp you grow your Page and make sure
you take me up on some of those otherresources that I've got out there.
The YouTube channel @MichelleJRaymond.
(21:42):
You can come and signup to the newsletter.
Details are in the show notes.
That is how you can get even moregreat tips around growing your brand
and your business on LinkedIn fromme in between these podcast episodes.
So until then, cheers.
Time for me to check in with you.
On a scale of one to 10, howfrustrating is your Company Page growth?
I'm gonna guess that you're at 10 out ofa 10, like most people that I talk with.
So in today's episode, I'm gonnashare what you can do about it.
G'Day
(00:33):
everyone.
It's Coach Michelle J Raymond,your trusted guide to building your
brand and your business on LinkedIn.
And we are back to talk about allthings LinkedIn Company Pages.
I guess that's what happens to mewhen I'm the Company Pages Queen.
I'm involved in a lot of conversationsand get asked a lot of questions
from people that reach out and theyare so frustrated, 11 outta 10,
(00:56):
not even 10 outta 10 frustrated.
And they're trying everything,doing their best, and it feels
like they're getting nowhere.
And so in today's episode, I wannaquickly go into what are the four
areas that we can look at if thisis a problem and you can relate.
And also one of the solutions,you may not have thought about
(01:16):
it, but may actually work for you.
So stick around to the end becauseI'm gonna share something that
will surprise a lot of you.
But for some of you, it might be theanswer that you've been searching for.
Before we go into the four areasthat I wanna take a look at, let's
hear about the latest features fromour podcast sponsors Metricool.
(02:34):
Today's episode as we step througheach of the four areas I want you
to check out is sent with love.
I don't want anyone on the other sideof this podcast walking away with the
feeling that they're not doing enough,that they're not trying hard enough.
Or that in some way, shape or form thatthere's something wrong with them because
they can't seem to get the Page to work.
(02:55):
This is so common people.
I want you to know that upfront.
I would say being a Company Pageadmin on LinkedIn is one of the
hardest things that anyone coulddo, and so don't feel deflated.
Because we're going into each of theseareas, and for you, you might be ticking
off all four of them saying, yeah,no, actually that's a problem for us.
(03:17):
That is not the point of this.
I want to give you the places to lookso that you can go back and take action
and have an impact immediately and getyour follower growth back on track,
get your engagement back on track.
The first place that I want you to lookis do you have a Company Page strategy?
Because with no strategy, you have nodirection, and for some of you, you
(03:40):
might be going, yeah, maybe we did one awhile ago, or maybe you have a marketing
strategy, but that hasn't filtered downspecifically into what the strategy
is for your LinkedIn Company Page.
For some of you, you inherited aLinkedIn Company Page as the admin
from somebody else in the team.
Maybe you recently started ata business and you're trying
to figure this stuff out.
(04:02):
Most of the time when I'm working withclients, there's not a lot written
down that anyone can refer to, whichis the first issue that we mostly have.
If things aren't written down and youare handing the page admin role across to
somebody else, then it's no surprises thatperson is going to be left floundering and
(04:22):
feeling like the water is just climbingup and up and up and they're drowning,
and that is like a terrible feeling.
That is exactly the feeling that I wantpeople to avoid because of this episode.
Strategy when we're lookingat, in terms of the Company
Page, go back and have a look.
Have you done customer research?
(04:42):
Has there been any effort put into that?
Maybe it's as simple as you need to go andhave a conversation with the sales team.
Get to know what's going on foryour customers, the language they
use, the problems that you solve.
What's important to them right now?
What are the trends thatthey wanna know about?
Maybe the global financial environmentright now is impacting businesses
(05:03):
out there, and your business can talkabout it, but you need to have a really
good understanding of your customers.
Move on to the business plan becauseif your LinkedIn strategy isn't aligned
to your business goals, then it's gonnafeel like the business is going one way.
You are going another, and the role ofthe Page and everything that we're doing
there is really to help the businessachieve its goals, whatever they may be.
(05:26):
So if you haven't done that exercise,it's time to go back and make sure
that you're both calibrated andheading in the same direction.
Then we can move on to things likethe content pillars, like what
is your page gonna talk about?
And this will involve knowing yourpositioning and messaging and all
the other parts of branding thatcome into this, and making sure
(05:49):
that that's really clear in howyou're gonna show up on social.
A lot of you might have done thisexercise as a group in the past, or
maybe you've never done it at all.
I can tell you I know when thiswork hasn't been done because I can
see that people are posting and theonly goal that they have is to post
(06:09):
three times, have it sound relativelyprofessional and talk about something
that's going on in the business.
And it's completely ineffective andunfortunately, the only solution to
this particular issue is if you have nostrategy, you have to go back and put
these pieces of the puzzle in place.
(06:30):
I think this is where ChatGPT isgoing to be brilliant and a really
good tool that you can help bounceideas off, if you don't know how
to do any of these steps, ask it.
Ask it to give you some kind ofprogram that you could follow,
questions that you could ask.
That is what I think is one of the mostbrilliant things around ChatGPT and tools
(06:50):
like this, where they will help you do theresearch and if you have knowledge gaps,
they can help you find those answers.
So if you are missing any ofthe pieces of this puzzle, it's
time to go back and do the work.
Let's move on to part two, and this issomething completely out of your control,
(07:14):
and that is that LinkedIn changes so fast,it changes at a rate that it is so hard to
keep up with everything that's going on.
I'm a specialist on LinkedIn only.
I'm a specialist on organic LinkedIn only.
I'm a specialist on only usingLinkedIn for growing your business.
(07:34):
There is so many more facets to LinkedInto understand, and so if you're a
Marketing Manager or a Social MediaManager or someone responsible for
the Company Page you quite often don'thave the luxury that I have in being a
specialist and more, you're a generalist.
You have to wear many differenthats during the day, and the
Company Page is just one of them.
(07:56):
I right now have read so manydifferent reports, like the Metricool
LinkedIn Study around what's workingwith Pages that was 40 pages long.
I am about to read another one fromSocial Media Today, which is all
about pages and LinkedIn in general.
That's about the same length again,you got Richard van der Blom's report,
that's gonna be what, 125 pages orsomething like that of insights.
(08:19):
It's huge.
It's a monster.
And that takes them six monthsto put that information together.
Now that's not even keeping up to datewith all the changes that LinkedIn make
to the platform, things come and go.
They move around, features get taken away.
Shout out to the employee advocacythat disappeared off LinkedIn.
That was a bummer.
And people are strugglingto find ways around that.
(08:42):
If you spend all of your time scrollingLinkedIn, then you are just going to
lose more time than you gain by tryingto keep up with all of these things.
That's exactly why I'm here to help you.
This podcast is one way.
Did you know I've alsogot a YouTube channel.
It's @MichelleJRaymond.
There's so many how to videos overthere, and I specialise in videos for
(09:05):
Company Pages, so LinkedIn in general,but specialty in Company Pages.
So if you're looking for info, it'smost likely gonna be over there.
Mostly along the lines of how to videos.
And of course there's my brand newnewsletter that's there to help you as
well, to give you the insights first,and I will put the details in the show
notes on how you can get access to that.
(09:28):
These are the kinds of thingsthat I'm trying to do to make
sure you don't get sidetracked.
Trying to chop and change yourstrategy based on what the LinkedIn
algorithm may or may not be doing,or the features and functions.
Strategy will never go outtastyle regardless of all of
these other bits and pieces.
But if you aren't up to date with currentbest practice, then you are going to fall
(09:51):
behind and things that used to work likeor maybe worked last year won't work now.
Or they've become harder, or they're notgenerating the same amount of results.
So it's really important that youtake me up on one of those offers,
the newsletter, the YouTube channel.
You can obviously follow mycontent over on LinkedIn.
(10:11):
I've got a couple ofbooks to throw in there.
Did you know I was the co-authorof the world's first and only
book dedicated to LinkedIn CompanyPages called Business Gold?
And we only put that outfour or five years ago.
That's how little information thereis out there for Company Page Admins.
So I do my best to help you.
So stay up to date with any oneof those or multiple channels.
(10:33):
And if you've ever got a questionlike reach out, who knows?
Might end up becoming apodcast episode in the future.
If keeping up with all the changes onLinkedIn is a full-time job, then it's
no surprises that the third thing thatI find and the area that I want you to
(10:56):
have a look at is the consistency orrather inconsistency of your content
or just how much content are youputting out via your Company Page.
I come across Page Admins and thefirst question that they always ask
me is, how often should I be posting?
Now I'm assuming that you're a small tomedium sized business, not solopreneur.
(11:17):
So I'm gonna park you for a moment,'cause this doesn't really apply to you,
but if you're a small to medium sizedbusiness or larger, of course, then I
would expect that you're posting threetimes a week would be my magic number.
That's not always possiblebecause you are juggling things.
I meet many Page Admins that thisis just one part of their job, or
(11:39):
they work part-time hours and it'sreally hard to keep up with everything
that's expected within those hours.
If ideally posting three times aweek is where I would love you to be
at, and that is every week, 52 weekspractically of the year, minus all
the holidays and bits and pieces.
But ultimately it's the consistencyand that persistency over the
(12:02):
long term that will generate thegrowth for your Company Page.
Hot and cold.
The classic one that I see all the time.
I don't see any contenton Company Pages for ages.
Then what do you know?
We've got a trade show coming up.
We've spent all this money on the booth.
We get our photos for the couple ofdays while the trade show's on at best,
(12:24):
and then we disappear for a while.
Or you've got some kind of onlinewebinar you want signups for.
You know, the part where people come backand just use LinkedIn when they've got
something that they want from an audience.
It's a bit of an afterthought.
The problem is when you're inconsistent,your audience will find other
places to get their informationand solutions from, and you may
(12:46):
actually miss out on opportunitiesjust because you're not top of mind.
Finding consistency and finding away to get that done over the long
term is going to take a few things.
One of which I think is putting timeaside and blocking it out in your
(13:06):
actual calendar so it pops up so youcan't get double booked, so people
don't put meetings in over the topof the time that you had in your mind
that you're gonna create the content.
And this is such a simple thing, but alsosomething that's really powerful 'cause
it signals to other people, this isimportant work that I need to get done.
(13:30):
If you are running out of time, thengetting really good at repurposing
is going to be your next skillthat you're gonna become good at.
And that could be repurposing long form toshort form, whether that's articles down
into posts, or it could be longer videosand webinars down into short form clips.
It doesn't matter which way you doit, but you have to have some kind
(13:52):
of system or structure around that.
It could also be that you take poststhat you created six months ago that
are evergreen, that you could repost.
Again, there's lots of ways that wecan do this, but if you don't have
systems in place and shout out toMetricool, they're the tool that we
use to keep everything under controland in a place where we can find it.
(14:14):
And that's something that,you know, I'm guilty.
Lil is so much better at this than me.
I'm still working on it formy own personal content.
But for our Company Pages that we havewith the B2B Growth Co Company Page, or
we have a Company Page for this podcastcalled Social Media for B2B Growth over
on LinkedIn where we share other tips.
But ultimately havingsystems and processes is gold
(14:39):
'cause it saves you time.
So if you're finding yourself not beingable to keep up or you don't have a place
to store ideas, then sit down and spendsome time and think what is gonna be the
best way for you in the future to keep atrack of this stuff so you can repurpose.
(15:23):
I think number four is the onethat has the biggest impact.
The area that I would likeyou to have a look at.
Is your team stretched too thin?
Are you a team of one tryingto do everything and on a fast
track to burning yourself out?
Maybe you're a small team of two andyou're trying to keep up with the demands
(15:45):
across every single platform, all kindsof formats, and it's just draining.
Or maybe you're part of a much biggermarketing team, but ultimately your head
count may have been reduced or budgets arebeing slashed, and now you've got fewer
people to do the same amount of work.
Regardless of the circumstances.
(16:07):
Please take a moment and ask, isthis actually physically possible
for me to keep up with everything?
I'm going to guess thatthe answer is actually no.
And that's not a reflection on younot being good at your job, despite
the fact that it may feel like this.
(16:28):
I remember I read a stat when I wasdoing some research for a presentation
at Social Media Marketing World likelast year, and it said that content
marketers were spending up to 34hours per week creating content.
I'm trying to understand where the otherhours of the week are actually spent
to have lunch breaks and go to meetingsand all those other fun kinds of things
(16:49):
that we have to get done during the day.
If the answer is that you aren't ableto keep up then after this break I'm
gonna offer a solution that I think mightactually resonate with you the most.
I promised you a solution toall of the issues that we've
discussed in this episode.
And the good news for you is the solutionis not another tip, it is not another
(17:13):
tool, and the beauty of this option isit's only available on Company Pages and
it is not available on personal profiles.
And that is outsourcing.
It is completely within the useragreement on LinkedIn that you can
assign a third party to run yourCompany Page on LinkedIn for you.
Companies like my own that we createcontent aligned with your business
(17:37):
strategy, up to date with the currentLinkedIn best practices, and really work
with you to take away the workload thatwe've just realised that honestly you
have no chance of ever keeping up with.
Now it's not suitable for every business.
If you are too small, it doesn't work.
And for some of you, it might actuallybe that you have your own internal big
(18:01):
marketing teams, and this isn't an option.
I can tell you that I've worked withcompanies of all different sizes.
I've come in and helped them on ashort term basis when they've been
looking for replacement staff.
I have worked with companieswhere they have no marketing team.
We were able to take on thatresponsibility for them and get
(18:22):
their Company Page up and going.
And the good part is it's not aboutlosing control because that's what a
lot of people think outsourcing is,but it really is a true partnership.
And the companies that we work with alwaysknow that they can tick off consistency.
They've got someone that canfocus on getting the results and
(18:45):
keeps them aligned and on track.
And also, I bring myCompany Pages expertise.
And for many people that is such a hugesense of relief to have a partner that
can work with them and take some of theideas and bring them to life or find
ideas when they can't come up with some.
(19:06):
I only work with a handful of clients atany one time on Company Page management
because I'm not just a social mediamanager that's creating posts for you.
We're looking at this from theperspective of how will the page
and everything we do on LinkedInreally generate business results.
So the page might be one place,but we work together and figure out
(19:27):
how can we get employees involved?
Where else should we be using our time?
What things can we tweak andimprove as we get the analytics?
And check them for you to seewhat's working and what's not.
And the sense of relief for the clientsthat we do work with is probably one
of my favorite things about my job.
(19:47):
Watching a business that knows theyshould be on LinkedIn, and despite
all of their best intentions, life isjust really busy and it's something
that they never quite got around to.
But now we create a Page that'sconsistently thriving and
generating business results.
If you've been nodding your head going,oh my God, this would be amazing.
(20:09):
I wish I could have this.
The good news is I've got one spot andone spot only that's opened up for Company
Page management services directly with me.
I'm not palming you off to anybody else.
It's you and I and we work togetherto really come up with a plan that is
going to make sure that your CompanyPage is growing and you can focus on
(20:34):
what matters in your business and totogether we generate better results.
If you are someone that's been listeningand there's no budget to work directly
with me, or it's not a service thatyou're looking to outsource, you
could invest in training with me.
Did you know that I actuallydo Company Page admin training
specifically for Company Page Admins?
No one else offers a training like that.
(20:56):
Everybody else gives you trainingthat's applicable to profiles and
says, Hey, just marry it across.
It'll be fine.
They don't work like that.
Pages and Profiles arecompletely different.
For those of you who may not have thoseoptions available to you now, good news is
you have four places that you can go andcheck and look for areas that you could
improve with the resources that you have,and if anything changes in the future
(21:20):
of course, you know where to find me.
As we wrap up today's show, Ihope that this has been helpful.
I know that if you go and audit each ofthese four areas that we've discussed,
that you will find improvements tohelp you grow your Page and make sure
you take me up on some of those otherresources that I've got out there.
The YouTube channel @MichelleJRaymond.
(21:42):
You can come and signup to the newsletter.
Details are in the show notes.
That is how you can get even moregreat tips around growing your brand
and your business on LinkedIn fromme in between these podcast episodes.
So until then, cheers.
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