LinkedIn is a trusted business and networking web. As of January 2022, LinkedIn had 722 million users. Based on survey data, 25% of all American adults use LinkedIn, and 22% of those use it every single day.
What a great opportunity!
Many companies kick off an aggressive LinkedIn program by posting on their Company Page. There’s nothing wrong with that. But… it’s not enough to get the engagement and awareness you expect from LinkedIn.
Experience shows the following to be generally true for most small and mid-market businesses.
The “Can Do”
A LinkedIn company page:
- Serves as fodder for search engines when someone searches for your company on the Web, capitalizing on LinkedIn’s powerful platform.
- Provides more detail on a personal connection to help someone decide to connect with you individually on LinkedIn.
- Provides publicity ”real estate” for your company content posted on your blog or elsewhere in your owned media coffers.
- Can indeed generate traffic to your website from LinkedIn to learn more.
- Serves as an online destination for public relations activity that links to your value proposition; works in conjunction with your website.
The “Won’t Do”
A LinkedIn company page typically will not:
- Generate a ready-to-buy lead for your sales team
- Build your personal fellowship on your personal LinkedIn page
- Directly yield a sales conversation
- Replace a human one-to-one connection
This may not be entirely true for large enterprise businesses, and I’m not including the results you may expect if you have the budget to invest heavily in paid LinkedIn channels.What a great opportunity!
Consider the role of your company page in conjunction with—or in contrast to—your personal LinkedIn content as you build out your LinkedIn plan.
But, don’t take my word for it. See these articles for more insights:
And, if you’d like some marketing strategy resources to supplement this information, here’s where to look:
See our entire YouTube channel, Marketing Air-Cover, for additional guidance on marketing strategy for small business.
You can find more about the Marketing Strategy Lab for small businesses here.
Learn more about hiring a fractional CMO here.
