June 3, 2025 • 13 mins
Is your LinkedIn Company Page stuck in silence? LinkedIn Pages expert Michelle J Raymond breaks down the five biggest mistakes B2B brands make and what to do instead to drive real engagement, visibility, and results.
Key moments in this episode -
00:00 Why Your LinkedIn Company Page is Invisible
02:17 Unoptimised LinkedIn Page Setup
04:10 Boring LinkedIn Company Page Content
06:23 LinkedIn Unoriginal Content
08:40 Broadcasting Instead of Engaging
10:08 Don't Hide Your Employees
12:06 Take Action on LinkedIn
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://metricool.com/?utm_source=podcast&utm_medium=influencer&utm_campaign=20250603_michelle-raymond_june-premium-poll_en&utm_content=audio&utm_term=q2
#LinkedIn #CompanyPage #B2BMarketing
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Your LinkedIn Company Page isn'tinvisible because LinkedIn is broken.
It's probably because you're makingone of these common mistakes, and in
today's episode, we are gonna fix that.
(00:28):
G'day everyone it's Coach Michelle JRaymond, your trusted guide to building
your brand and your business on LinkedInand I'm gonna be sharing with you today
the five most common mistakes that Isee on LinkedIn Company Pages, that is
killing your engagement, your reach,and your follower growth, and therefore
(00:49):
you're missing out on opportunities.
These five mistakes that we're gonna betalking about today are pretty common.
They apply whether you are a smallbusiness or large, they are not
unique to any one industry and myfavorite part is we're also gonna give
you the solutions in this episode.
So stick around and after this quick wordfrom our podcast sponsors, Metricool we'll
(01:12):
go into the five most common Company Pagemistakes and the solutions to fix them.
(02:16):
Let's get into it.
Mistake number one.
Your page setup hasn't beenoptimised, and there's two ways that
we can optimise your page setup.
Number one for search engine optimisationon LinkedIn, and number two, for
your audience that is visiting.
First of all, let's look atSEO for LinkedIn, and it's
just like SEO on Google.
(02:37):
You want to make sure that yourpage is discovered most often when
people are using the search bar.
And this might seem like this is sobasic and is it really worth the effort?
But as I've shared many times before,you will get up to 30% more weekly
views of your page if you go backand fix this, and including keywords
(03:00):
in your tagline, in your Aboutsection is really critical here.
So make sure that you go back anddo a quick audit, and often the
same ones that you've already doneall of the work for your website,
or maybe it's for ads that you run.
The good news is you can repurpose thatin your About section and make sure that
you're using exactly the same words.
(03:22):
The second piece to why you wanna updatethis is for the visitors to your page.
Do they know that they'rein the right place?
Do they know what you do,who you do it for, and what
makes your business different?
That is the key to writing a reallygood About section that helps your
page get discovered by more people,and when you get discovered, then you
(03:43):
can increase your followers, you'llhave more engagement on your content,
and ultimately more opportunitieswhich you can grow your business with.
That's why we're doing all of these tasks.
So quick and easy one, go backand spend some time to update your
LinkedIn Company Page in the Aboutsection, the tagline, and anywhere
else that you find missing information.
(04:10):
The second mistake thatI see is boring content.
And for some Page Admins that arelistening to the podcast, you might be
feeling a little guilty right about now.
When I was at Social Media MarketingWorld, I went and watched a couple of
the presenters who were specialistsin YouTube and it was great to learn
from people that have a similaraudience, but do something completely
(04:33):
different and see how they go around it.
On YouTube video packaging is all aboutmaking sure you have the right topic,
the right title, and the right thumbnail.
So first of all, is your CompanyPage talking about a subject that
people are actually interested in?
(04:53):
That might sound like it's a bit crazy.
Of course, you say in yourmind, we're talking about what
other people are interested in.
But are you?
Or are you talking about whatthe company wants to say?
And they're two very differentthings quite often, so go
back and take a look at that.
When we look at the title,do you have great hook lines?
(05:13):
Is the hook line stoppingpeople in the scroll?
Is your B2B buyer the personthat is going to stop for that?
And so making sure that we do work onthose hook lines is really important.
And lastly about the thumbnail, the imagesthat go with our Company Page posts.
Are they boring?
Are they over branded and look like anad? And hence, people keep scrolling.
(05:38):
Go back, take a quick look and say toyourself, would I stop for this post?
And if the answer is no, you knowwhat you've gotta do and go and
check out some of the YouTubersfor advice on packaging for videos.
Nick Nimmin is one of them.
Roberto Blake.
They're two that I really like.
If you are not subscribed to my YouTubechannel @MichelleJRaymond is where
(06:02):
you'll find it got stacks of how-tovideos to help you get more out of your
Company Page and LinkedIn in general.
I'd love it if you gave me afollow and subscribe over there.
So think your content, is itboring or is it scroll stopping?
(06:23):
Let's talk about mistake numberthree, which is unoriginal content.
IE, your content comes across and soundslike everybody else in the industry.
I had one of my clients, it wasso dangerously close with the
stock images, similar colors,same language, same insights.
It was really difficult to tellwho was who, even for me as I
(06:47):
was working with this client.
So we had to find new waysfor it to sound different.
If you wanna fix this problem, theeasy solution is we need to find a
way to differentiate our content.
Now, this could be by injectingsome emotions into it.
Most Company Pages are so boring andunoriginal because it just sounds like a
(07:11):
tech help desk response to most things.
It doesn't bring any heartor doesn't bring any humor.
It doesn't bring in sarcasm, anything.
What does your brand stand for?
Are you really passionate about things?
Is that coming across in your content?
And I've got one of my clients whoworks for an IT company and I have loved
(07:34):
watching her with her page bring humourand photos of her team into pretty
much every single post that we see.
No one else in your industry obviouslywill have photos of your team, so
that's another way that you can makethings really unique and original.
Often sharing your subject matterexpertise and getting your experts to
(07:55):
share why they think this about a topic inyour industry, their unique perspective.
What do they think is gonna happen?
Why do they think that this is somethingpeople should pay attention to?
Why is this new feature important?
Changes it from just being a featureto something that's unique from
the people within your business.
(08:40):
Mistake number four for Company Pages.
Creating content that is broadcastingat their audience and in no way, shape
or form trying to engage with them.
That is a huge problem.
We can't blame the LinkedIn algorithmthat you got zero engagement when
really you were just talking at peopleand for me, this is the one that you
(09:00):
think, no, there's no way that we do it.
But the easiest way I spot this whenI'm doing Company Page audits is I
go in and have a look at the post andsee if there is any questions of the
audience in there, asking them fortheir feedback, their input, what are
their thoughts on this particular topic.
If you can't see any questions, that'sa surefire sign that your Company Page
(09:23):
content is just broadcasting at people.
And this impacts your engagementbecause people will read it, maybe,
if they've stopped long enoughto see it and just go, mm-hmm.
Almost like a shrug response.
And they just keep scrollingand that's why you're not
getting any likes or comments.
And so from that perspective, the easiestfix that you can do here is just go
(09:43):
in and start asking more questions.
Ask your audience to involvethemselves in the post.
Think about what are some coolquestions that you can ask.
And this is why I love LinkedInpolls so much because they're an easy
way to get responses from people.
So mistake number four, we're broadcastingand not engaging with our community.
(10:08):
The fifth biggest mistake that I seewith LinkedIn Company Pages across the
board is you are hiding your employees.
There is often a fear that ifwe feature employees in LinkedIn
posts that they will leave orthey'll get poached by competitors.
I appreciate that as business owners,your employees are the foundation
of your success, and without them,that can have a real business impact.
(10:33):
But featuring your staff in yourpost is the easiest way to stand out.
It's not gonna be boring.
People will stop the scroll.
There's all kinds of upsidethat you are missing out on
in case something may happen.
And if your employees are workingsomewhere that it's a great work
environment, that they're appreciatedand acknowledged they're not
(10:54):
going to leave at the first sign,somebody comes and asks them because
they saw them featured in a post.
I've been there and done that.
The upside for you is if you dodare to put them out there, they
are going to feel amazing andacknowledged and you can really
help them stand out in the industry.
And for me, when I look back, any bossthat ever acknowledged the work that I
(11:16):
did publicly, it just felt even better.
So for me the risk of hiding themversus the reward of showing your
team off and showing why you'vegot an amazing business, which you
know will come back to your team.
In most cases, getting their facesout there will make a big difference.
So if you can get the faces of yourteam out there, you will stop people
(11:39):
from scrolling past your content andthey will keep an eye out for it.
And that is the nature of creatingcontent on a social media platform.
At the end of the day,people wanna be social.
We wanna know who are the peoplebehind the curtain in your business?
Let others get to know them, get to likethem, get to trust them, and that is
(11:59):
just gonna drive your business growth.
I have given you the five most commonmistakes, and I've also given you five
easy solutions that you can implement.
But if you don't take action, then you aregoing to continue to get the same results.
Worst case scenario is yourcompetitors do listen to this.
(12:22):
They make those changes, and theystart to grow a bigger community, more
followers, and get more opportunitiesand steal them away from your business.
So that's what's at stake here listeners.
If today's episode gave youeven one idea that you could go
away and fix, then take action.
Make that happen between now and thenext episode because it's taking action
(12:44):
that will get you better results onLinkedIn and drive that business growth.
Until next week, cheers.
Your LinkedIn Company Page isn'tinvisible because LinkedIn is broken.
It's probably because you're makingone of these common mistakes, and in
today's episode, we are gonna fix that.
(00:28):
G'day everyone it's Coach Michelle JRaymond, your trusted guide to building
your brand and your business on LinkedInand I'm gonna be sharing with you today
the five most common mistakes that Isee on LinkedIn Company Pages, that is
killing your engagement, your reach,and your follower growth, and therefore
(00:49):
you're missing out on opportunities.
These five mistakes that we're gonna betalking about today are pretty common.
They apply whether you are a smallbusiness or large, they are not
unique to any one industry and myfavorite part is we're also gonna give
you the solutions in this episode.
So stick around and after this quick wordfrom our podcast sponsors, Metricool we'll
(01:12):
go into the five most common Company Pagemistakes and the solutions to fix them.
(02:16):
Let's get into it.
Mistake number one.
Your page setup hasn't beenoptimised, and there's two ways that
we can optimise your page setup.
Number one for search engine optimisationon LinkedIn, and number two, for
your audience that is visiting.
First of all, let's look atSEO for LinkedIn, and it's
just like SEO on Google.
(02:37):
You want to make sure that yourpage is discovered most often when
people are using the search bar.
And this might seem like this is sobasic and is it really worth the effort?
But as I've shared many times before,you will get up to 30% more weekly
views of your page if you go backand fix this, and including keywords
(03:00):
in your tagline, in your Aboutsection is really critical here.
So make sure that you go back anddo a quick audit, and often the
same ones that you've already doneall of the work for your website,
or maybe it's for ads that you run.
The good news is you can repurpose thatin your About section and make sure that
you're using exactly the same words.
(03:22):
The second piece to why you wanna updatethis is for the visitors to your page.
Do they know that they'rein the right place?
Do they know what you do,who you do it for, and what
makes your business different?
That is the key to writing a reallygood About section that helps your
page get discovered by more people,and when you get discovered, then you
(03:43):
can increase your followers, you'llhave more engagement on your content,
and ultimately more opportunitieswhich you can grow your business with.
That's why we're doing all of these tasks.
So quick and easy one, go backand spend some time to update your
LinkedIn Company Page in the Aboutsection, the tagline, and anywhere
else that you find missing information.
(04:10):
The second mistake thatI see is boring content.
And for some Page Admins that arelistening to the podcast, you might be
feeling a little guilty right about now.
When I was at Social Media MarketingWorld, I went and watched a couple of
the presenters who were specialistsin YouTube and it was great to learn
from people that have a similaraudience, but do something completely
(04:33):
different and see how they go around it.
On YouTube video packaging is all aboutmaking sure you have the right topic,
the right title, and the right thumbnail.
So first of all, is your CompanyPage talking about a subject that
people are actually interested in?
(04:53):
That might sound like it's a bit crazy.
Of course, you say in yourmind, we're talking about what
other people are interested in.
But are you?
Or are you talking about whatthe company wants to say?
And they're two very differentthings quite often, so go
back and take a look at that.
When we look at the title,do you have great hook lines?
(05:13):
Is the hook line stoppingpeople in the scroll?
Is your B2B buyer the personthat is going to stop for that?
And so making sure that we do work onthose hook lines is really important.
And lastly about the thumbnail, the imagesthat go with our Company Page posts.
Are they boring?
Are they over branded and look like anad? And hence, people keep scrolling.
(05:38):
Go back, take a quick look and say toyourself, would I stop for this post?
And if the answer is no, you knowwhat you've gotta do and go and
check out some of the YouTubersfor advice on packaging for videos.
Nick Nimmin is one of them.
Roberto Blake.
They're two that I really like.
If you are not subscribed to my YouTubechannel @MichelleJRaymond is where
(06:02):
you'll find it got stacks of how-tovideos to help you get more out of your
Company Page and LinkedIn in general.
I'd love it if you gave me afollow and subscribe over there.
So think your content, is itboring or is it scroll stopping?
(06:23):
Let's talk about mistake numberthree, which is unoriginal content.
IE, your content comes across and soundslike everybody else in the industry.
I had one of my clients, it wasso dangerously close with the
stock images, similar colors,same language, same insights.
It was really difficult to tellwho was who, even for me as I
(06:47):
was working with this client.
So we had to find new waysfor it to sound different.
If you wanna fix this problem, theeasy solution is we need to find a
way to differentiate our content.
Now, this could be by injectingsome emotions into it.
Most Company Pages are so boring andunoriginal because it just sounds like a
(07:11):
tech help desk response to most things.
It doesn't bring any heartor doesn't bring any humor.
It doesn't bring in sarcasm, anything.
What does your brand stand for?
Are you really passionate about things?
Is that coming across in your content?
And I've got one of my clients whoworks for an IT company and I have loved
(07:34):
watching her with her page bring humourand photos of her team into pretty
much every single post that we see.
No one else in your industry obviouslywill have photos of your team, so
that's another way that you can makethings really unique and original.
Often sharing your subject matterexpertise and getting your experts to
(07:55):
share why they think this about a topic inyour industry, their unique perspective.
What do they think is gonna happen?
Why do they think that this is somethingpeople should pay attention to?
Why is this new feature important?
Changes it from just being a featureto something that's unique from
the people within your business.
(08:40):
Mistake number four for Company Pages.
Creating content that is broadcastingat their audience and in no way, shape
or form trying to engage with them.
That is a huge problem.
We can't blame the LinkedIn algorithmthat you got zero engagement when
really you were just talking at peopleand for me, this is the one that you
(09:00):
think, no, there's no way that we do it.
But the easiest way I spot this whenI'm doing Company Page audits is I
go in and have a look at the post andsee if there is any questions of the
audience in there, asking them fortheir feedback, their input, what are
their thoughts on this particular topic.
If you can't see any questions, that'sa surefire sign that your Company Page
(09:23):
content is just broadcasting at people.
And this impacts your engagementbecause people will read it, maybe,
if they've stopped long enoughto see it and just go, mm-hmm.
Almost like a shrug response.
And they just keep scrollingand that's why you're not
getting any likes or comments.
And so from that perspective, the easiestfix that you can do here is just go
(09:43):
in and start asking more questions.
Ask your audience to involvethemselves in the post.
Think about what are some coolquestions that you can ask.
And this is why I love LinkedInpolls so much because they're an easy
way to get responses from people.
So mistake number four, we're broadcastingand not engaging with our community.
(10:08):
The fifth biggest mistake that I seewith LinkedIn Company Pages across the
board is you are hiding your employees.
There is often a fear that ifwe feature employees in LinkedIn
posts that they will leave orthey'll get poached by competitors.
I appreciate that as business owners,your employees are the foundation
of your success, and without them,that can have a real business impact.
(10:33):
But featuring your staff in yourpost is the easiest way to stand out.
It's not gonna be boring.
People will stop the scroll.
There's all kinds of upsidethat you are missing out on
in case something may happen.
And if your employees are workingsomewhere that it's a great work
environment, that they're appreciatedand acknowledged they're not
(10:54):
going to leave at the first sign,somebody comes and asks them because
they saw them featured in a post.
I've been there and done that.
The upside for you is if you dodare to put them out there, they
are going to feel amazing andacknowledged and you can really
help them stand out in the industry.
And for me, when I look back, any bossthat ever acknowledged the work that I
(11:16):
did publicly, it just felt even better.
So for me the risk of hiding themversus the reward of showing your
team off and showing why you'vegot an amazing business, which you
know will come back to your team.
In most cases, getting their facesout there will make a big difference.
So if you can get the faces of yourteam out there, you will stop people
(11:39):
from scrolling past your content andthey will keep an eye out for it.
And that is the nature of creatingcontent on a social media platform.
At the end of the day,people wanna be social.
We wanna know who are the peoplebehind the curtain in your business?
Let others get to know them, get to likethem, get to trust them, and that is
(11:59):
just gonna drive your business growth.
I have given you the five most commonmistakes, and I've also given you five
easy solutions that you can implement.
But if you don't take action, then you aregoing to continue to get the same results.
Worst case scenario is yourcompetitors do listen to this.
(12:22):
They make those changes, and theystart to grow a bigger community, more
followers, and get more opportunitiesand steal them away from your business.
So that's what's at stake here listeners.
If today's episode gave youeven one idea that you could go
away and fix, then take action.
Make that happen between now and thenext episode because it's taking action
(12:44):
that will get you better results onLinkedIn and drive that business growth.
Until next week, cheers.
Popular Podcasts
Bookmarked by Reese's Book Club
Welcome to Bookmarked by Reese’s Book Club — the podcast where great stories, bold women, and irresistible conversations collide! Hosted by award-winning journalist Danielle Robay, each week new episodes balance thoughtful literary insight with the fervor of buzzy book trends, pop culture and more. Bookmarked brings together celebrities, tastemakers, influencers and authors from Reese's Book Club and beyond to share stories that transcend the page. Pull up a chair. You’re not just listening — you’re part of the conversation.
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com