Should you post on your LinkedIn company page?
Note: this article was originally published on my Substack newsletter.
Hey everyone,
Welcome to another email with some insights and experiences about LinkedIn content. My goal is to share with you what I see working for both myself, my clients, and the people using inkiro ai.
Today, I want to talk about company pages. Let’s dig into it. 😅
“CoMpAnY pAgEs DoN’t GeT aNy ReAcH oN LiNkEdIn”
About 2 weeks ago, I helped my brother announce his company on LinkedIn. I created a company page for it and wrote the post for the company to publish. That single post got him:
- 40,000 organic impressions
- 26,000 individual members reached
- 231 new followers
10+ high quality leads (2 of them already bought and he’s starting new projects with the rest)
Company page content on LinkedIn typically gets 10x lower organic reach than individual profiles. LinkedIn’s business model relies on companies paying for ads to get reach so this makes sense.
The trick we used to overcome this organic low reach was a combination between novel and pattern breaking content + network effects.
- Pattern breaking content: the post announces a non-tech company with a young founder setting up a factory on his own to fight styrofoam packaging (uncommon and something most people want to get behind).
- Network effects: we leveraged my profile and a couple other profiles from investors to repost it and increase the initial reach, kicking off network effects.
How frequently should you post on a company page?
Look, I’m not going to pretend I know any secrets. My approach to this newsletter is to share what I see working from actually doing it myself.
For company pages, this my recommendation:
Early stage (marketing team = 1)
- Prioritize the founders’ profiles with 3/5x posts per week.
- Post 1x a week on the company page to show activity (repost with the biggest individual profiles on the team).
Growth stage (marketing team = 3+)
- Most sales people + founders should post 3/5x per week.
- Company page should post 3x a week.
Enterprise (marketing team = 10+)
- Executives, sales, and marketing teams should post 3/5x per week.
- Company page should post 5-10x a week.
Individual profiles still get a lot more reach so you should maximize those as best as possible. However, the company page is what people check after seeing your team’s content. It should show activity and not look like a ghost page.
What I see working on LinkedIn
I always say this to my ghostwriting clients and to inkiro.ai customers:
“The best content is the one no one else could have shared.”
I still see vulnerability and personal posts, associated to professional situations, to be very underrated but incredibly important to build trust and resonate with people. This is even more important now as people seek human authentic content and not AI slop without substance.
Pro tip of the week
DO NOT use engagement pods or browser extensions to artificially increase engagement on your content. LinkedIn has publicly announced they’re cracking down on these.
On top of this, please stop with the “Comment CHOCOLATE to get my free chocolate guide” posts. In that same post, they also mention:
“we’re reducing the number of low quality posts, including click bait, promotional content and automated comments.”
Wrapping up
Alright, so the tl;dr is: LinkedIn company pages work, they just need the right play. Create good content and see reach come your way.
Ditch the engagement pods and “comment CHOCOLATE” bait, authentic posts only you can write are the ones that resonate.
Keep it real, keep it human, show the stuff that’s true. That’s the content people love and what connects them to you.
If you have any questions or just want to say hi, feel free to write something and hit reply.
See you next time,
Francisco