Most LinkedIn Company Pages are built to describe the business. The best ones help buyers decide whether they want to do business with you.

In this episode of Social Media for B2B Growth, Michelle J Raymond explains why B2B marketers should stop viewing their LinkedIn Company Page through the eyes of the business and start seeing it through the eyes of their buyers.

You'll learn why Company Pages still influence the B2B buying journey, what buyers are really looking for and why improving your Page setup often has a bigger impact than posting more content.

In this episode

00:00 Why your LinkedIn Company Page may look better to your marketing team than your buyers

02:10 Why LinkedIn Company Pages still influence B2B buying decisions

04:45 The biggest mistake marketers make when setting up a LinkedIn Company Page

07:05 What B2B buyers are actually looking for

09:35 How clarity, relevance and trust build buyer confidence

12:05 Why every LinkedIn Company Page needs a clear next step

13:05 Take Michelle's free LinkedIn Company Page 10-Second Test

15:00 Why posting more won't fix the wrong LinkedIn Company Page strategy

Resources

• Read the LinkedIn Company Page 10-Second Test

https://b2bgrowthco.com/linkedin-company-page-10-second-test/

• Connect with Michelle J Raymond on LinkedIn for more practical B2B LinkedIn strategies.

https://www.linkedin.com/in/michellejraymond/

If you're responsible for a LinkedIn Company Page and want to improve brand awareness, build trust with buyers and support demand generation, this episode will help you build stronger foundations before you create your next post.

#LinkedInCompanyPages #LinkedIn #B2BMarketing

I want to place a bet that your LinkedIn Company Page looks better

to your marketing team than what it does to your ideal buyer.

Let's go through today's episode and see if I'm right.

G'day everyone, it's Michelle J Raymond back again for another episode in

the series about how you can get more out of your LinkedIn Company Page.

If you missed last week's episode, that was part number one, where we talked

about having confidence as a LinkedIn Page admin and how you can really get

that back if you're missing it right now.

And it has been a crazy time on LinkedIn.

I've spoken about this on and on and on, it feels like for episodes for at

least six months, and I don't think the changes on LinkedIn are done yet.

And the jury's still out from my perspective around where

things are heading, what you should do with your Page.

I'm testing things for my Pages and my clients.

And I wanna talk about something today that is something that I think

nobody really spends enough time on, something that makes a huge amount of

difference if you do it well, and the thing that's gonna probably make the

biggest difference regardless of how LinkedIn changes things going forward,

and that is the Company Page set up.

And so today I just wanna have a quick chat about what the difference is

between a Company Page that's been set up that looks good to the marketing team

and a Company Page that's been set up that looks great to your ideal buyers.

And there's often a really big disconnect here.

You might think I'm a little bit crazy, but stick with me, I'm gonna

point out the main differences.

One of the places that I wanna start today is just a challenge of

thinking that Company Pages are dead.

And I have shared some of the Dreamdata research that basically said that in the

research that they did for the buyer's journey when things went from the first

point of contact to the actual sale with the research that they were doing,

one in five of those deals actually had a LinkedIn Company Page visit.

And those visits happened pretty much right at the end of the deal.

When someone's getting really, really close to buying and they're doing their

due diligence, that's when they're checking things and having a look around

and a poke around on your Company Page.

But many marketers, in my experience, kind of have this perception that the

only role of the Company Page is all about publishing content, and your buyers are

kind of looking at things differently.

And this is where the disconnect starts to form.

What are the goals of marketers?

What are the goals of the buyers?

Now, hopefully, those two things are aligned, but quite often they're not.

If you think about it, buyers think about your Page very differently.

They often are not gonna discover it in the home feed as such 'cause

we know organic content for Company Pages isn't given a priority in the

home feed, no question about that.

But buyers often will land on your Company Page in a different way.

So they visit, maybe they've seen one of your employee's posts.

Maybe they got a sales message from someone in your team.

Maybe they've seen your CEO or executive leadership team out there

posting, or they've met them at an event, you know, face-to-face.

That's a real thing.

It's also potentially that they clicked on your Company Page after searching

for your business name on Google.

When you search your business name, what's gonna happen is the very first result is

often your website, which totally makes sense, but your LinkedIn Company Page

will come right up there in probably the top three to five results at worst.

And that's kinda crazy 'cause you're not just getting discovered

on LinkedIn, you're also getting discovered off LinkedIn.

So people are checking out is your business credible?

Is what they've learned from the people within your business or however else

they've discovered you, is it still legit?

And this is, probably the place where they come to really validate that.

Are they engaging with the real deal?

So if we think about this in a pretty simple and logical way, buyers don't visit

a Company Page because they're bored.

They're doing it because they're in decision-making mode, that they're

getting closer to buying and they wanna make sure that your Company

should be on their shortlist.

What do I mean by most Company Pages are built for the

Company and not for the buyer?

This is where some of the work that we did last week in the episode about getting

back to the strategy and foundation, if you haven't done that work, it's

really gonna shine a light on some of the areas for improvement this week.

When you think about LinkedIn Company Pages, most people that are managing

the Company Page today are not the same people that set the Company Page up.

The person that set it up could be about 10 people ago, could be

years and years and years, and they may not even still work there.

And it's been handed from person to person, and with that normally

everybody gets the content strategy, maybe some brand guidelines at best,

and says, "This is how often we post," but nobody goes back and has a look at

the basics around how it was set up.

Most people are looking at their Company Page through the lens

of will leadership like it?

Will legal approve it?

Have we included all of our products?

Is every market segment mentioned?

Have we pretty much covered everybody, and is everybody internally in

alignment with what we've put there?

And that is probably one of the biggest challenges of Company Pages is just

that they're juggling input from so many different areas, and the Page

admin doesn't always get the final deciding vote, and I think that's a

problem, and more senior Page admins can do this really well, and I think

that's the difference when you're starting out versus had experience.

You can say no.

But when you think about it, most of the stuff that's on the setup is not

stuff that the buyers care about.

They're trying to answer, am I in the right place?

Can these people solve my problems?

Why should I trust them?

What makes them different to maybe other people that are on my shortlist?

And as I always say, if you confuse them, you lose them, and you don't

want buyers to have to work too hard to understand your business

because most of them simply won't.

They'll just move on, and that's a problem.

I love these episodes to be practical, so let's have a look at what buyers

are actually looking for when they land on your Company Page.

And this is such a simple way that you can fix things.

And I want you to think more about not so much the fields that you're filling in,

but the psychology of the buyer behind it.

And that is where the real magic starts to happen.

So I often say to people, let's start with number one, clarity.

Can the buyers immediately understand who it is that you actually help?

If your business is a global brand, like I like working with, you could

possibly sell to every country, every region, all types of products

against different vertical industries.

And the problem is that if someone lands there and they don't

immediately see themselves are they just thinking it's not them?

And the other way that happens is we try and put so much in when the reality is

it's probably only a couple of different markets that you're really good at.

Now, the trick becomes if you get clarity into the Page, that sometimes means that

you have to say no to people in your business, that you're not going to say,

"Hey, here's the A to Z of everything that we do." You're just gonna focus on

something that you're really good at.

And that's where relevance comes into this.

And relevance is all about what is the messaging that you're using?

And when you're talking about your Company, "Hey, we started in 2020,

and we've got this many people, and we turn over this, and we do

that," as a buyer looking to solve a problem and get information around

that, I don't care, right ? I- it's just not at the top of the list of

the things that I wanna know about.

The immediate thing is, am I in the right place and can you help me?

So we keep coming back to that.

And the way that you can really dial up relevance is have a conversation

either with your customers, if you can have direct access.

If you don't, go to your sales team.

Those people will be able to tell you exactly the language

that their buyers are using.

The more the buyer sees that language is in there, the more they think to

themselves, "You actually know me. You know what it's like in my role. You know

what I'm looking for and you know what's important to me." So think about how can

you do that Of course, trust is there.

It has to be a part of this whole process, but it comes after clarity.

It comes after relevance, and then you start to build trust.

So does your Company Page set up imply a message of trust?

And of course, that then leads into the content that you're putting out, and this

is where we come back to the positioning and messaging that you're using.

It might be time to go back and actually do this again and give your Page some

love and refresh it because I'm gonna guess most Pages, no one cares about this

stuff 'cause they don't think it matters.

But now that we've got the latest technology that LinkedIn uses,

the algorithms and the LLMs that are behind that help with

search, this is more important now than it ever has been before.

I've been using LinkedIn for around, I don't know, 11 or 12 years now.

Right now it feels very, very different to me.

So think about topics and how you wanna come across as the

trusted leaders in that space.

The other thing that I think you can do to build some of that trust is also have some

evidence, whether that's customer stories, whether it's testimonials, your employee

expertise, practical advice that you're giving people, and consistent content.

This is the evidence that what you've got in the setup for the Company Page

and everything that you're doing is helping the person on the other side.

So again, not talking about the business for the business sake, unless

you're building an employer brand, which has a very different goal,

which is attracting the right talent.

I'm specifically looking at how do you use your Page to attract buyers, which create

brand awareness and demand generation.

So slightly different things.

In theory, there's a lot of commonality there because you're

still targeting somebody, but we're targeting the actual buyers.

So what is it that you can create that goes beyond your features and benefits.

I know you love your products.

I know you want people to buy your products and services, but people

are looking for more than just that.

So having some of this practical advice, I think I would love to see more of that.

I love behind-the-scenes content, how things come together, the thought

processes, the experts that are involved.

There's so much cool stuff as far as that goes.

Now, the other thing that I think is really important when it comes

to your Company Page is how does somebody know what the next step is?

If they land on your Page, they have a look at the content and poke around and

do professional stalking, what's the next step that you want them to take?

And if someone decides they're interested, do you make it really

clear what they should do next?

Should they follow the Page?

Should they visit your website?

Is there somebody that they can speak to?

Do you want them to download something?

It could be a lead magnet.

Don't make them guess.

Make it really easy for them to know what's the next step if they

would like to do business with you.

Now here's the challenge that I have for you listeners this week.

Rather than trying to explain every little thing in this podcast episode,

I've written a practical resource for you called The 10 Second Test.

It's a blog that I've got on my website which goes through this step by step in

some practical ways that I'm gonna put the link for this in the show notes.

And if you go and check that out, this is going to help step through the practical

steps that you can take and what things you should be doing on LinkedIn so

that you're looking at your LinkedIn Company Page in a way that is exactly

how your buyers would view your Page.

And that, again, can be like mind-blowing for lots of people.

People that have done the 10 Second Test all of a sudden are going, "Oh my

God, Michelle, we thought that it was really clear, but really we just sound

like everybody else." And again, back to you confuse them, you lose them.

I hope today's episode has been really helpful to maybe stop you in your tracks

before you post more content to go back and have a look and do the work.

What do you do?

Who do you do it for?

And what makes your business different?

Ultimately, that's what I'm looking at when I'm doing audit and strategy

sessions with my clients, so that if I can't understand in that 10

Second Test, then there's no way that their ideal buyers can either.

For those of you who take the challenge and do the 10-second test, I want you

to reach out on LinkedIn, connect with me, let me know what you discovered,

or you can drop it in the comments over on YouTube or on Spotify.

I would love to hear from you.

What did you discover that you thought was obvious, but really it was just

obvious to the people that you work with?

This is the work that we need to do to really make Company Pages work in 2026,

both for people, the most important piece, and also for AI and algorithms and search.

Next week we're gonna be talking about one of the biggest myths in B2B

marketing, which is why posting isn't a LinkedIn Company Page strategy.

Because if the only thing that you're ever thinking about is what

content you're gonna post, that's another huge missed opportunity.

So to wrap up, just remember, buyers use Company Pages to validate your business.

Your Company Page should actually answer buyer questions, not internal questions.

Clarity builds confidence.

Trust is created before the conversations begin.

And I can't wait to hear from all of you that have tested out the 10-second test.

What did you discover?

Let me know.

Until next week, cheers.