Fix Your LinkedIn Company Page: 3 Mistakes to Avoid

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

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

G'Day everyone.

It's Michelle J Raymond.

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

Short, sharp, straight to the point.

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

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

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

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

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

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

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

at Metricool who sponsor the podcast.

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

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

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

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

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

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

Thank you for trusting me.

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

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

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

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

we could collaborate, please reach out.

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

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

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

can fix it in under 10 minutes.

Let's go.

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

and that is the Ghost Town Company Page.

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

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

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

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

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

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

to anyone that visits that Page.

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

Why?

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

back and put the love into it.

Where would I start?

In the settings menu.

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

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

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

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

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

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

makes your business different?

The answer is no.

You've got some very simple homework to do.

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

reflects your business as well.

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

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

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

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

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

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

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

So how about for this episode?

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

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

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

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

on this Company Page and also the setup.

This Page only talks about the business.

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

And you'll see it.

It will be the new starter has just come.

So there'll be the obligatory post.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

you to do the same thing.

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

So you say yes.

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

another, you've drifted off course.

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

LinkedIn strategy that you spent so much time making sure that

it was right, is out the window.

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

Quick fix.

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

But it may mean saying no to some internal people.

Do you struggle with that?

Let me know in the comments if you do.

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

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

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

Over and over and over again.

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

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

you wanna tell the world about it.

The only problem is, so do your competitors.

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

I don't know.

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

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

I've seen a lot of posts like that.

Realistically, why should someone care about those features and

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

Now think about it.

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

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

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

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

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

This way you tick the boxes internally, but you most

importantly get their attention.

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

two benefits for each of those products.

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

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

that doesn't land in anybody's memory.

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

you from your competitors.

So think about it.

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

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

three products, what would you pick?

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

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

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

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

say, where are we trying to head?

What are we trying to achieve?

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

to be everything to everyone.

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

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

and strategy sessions that I'm doing.

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

with, they are the three main types.

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

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

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

Because often you'll find that Page success comes back

to getting back on track.

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

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

instead of being dragged in every direction by different colleagues is

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

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

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

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

like yourself that's so close to things.

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

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

We are on the same Page.

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

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

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

that they can take with confidence.

To align with their business goals and really achieve that return

that people are looking for.

So if that sounds good to you.

You know where to find me.

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

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

So until next week, cheers.