Most B2B brands are running their LinkedIn Company Pages like personal brands.
And quietly, it’s killing their results.
That might sound blunt, but if you’re responsible for a Company Page, you’ve probably felt it. You post. You plan. You try to do the right thing, and still, it feels like the Page gives you very little back.
So let’s talk about what’s really going wrong and what needs to change as we head into 2026.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, which discusses this topic in more detail.
Stop Treating Company Pages Like Personal Profiles
One of the biggest mistakes I see in Company Page audits is brands copying personal creators with big followings.
You know the thinking: “They’ve got 200,000 followers, so they must know what they’re talking about.”
Except that most of them have completely ignored their Company Page. They’ve never had to run one inside a real business. And they don’t understand the constraints B2B marketers work within.
Trying to make your Company Page perform like personal content is a sure-fire way to break your strategy.
Company Pages and personal profiles are not designed to work the same way. It’s apples and oranges.
If the advice you’re following isn’t working, this is usually why.
Stop Writing Off Your Company Page
The second big mistake is writing the Company Page off entirely.
Instead, all the focus goes into:
- Employees posting more
- Personal profiles chasing reach
- Hoping visibility will come from individuals
And I get it.
Marketing managers are pulled in every direction. Internal comms. Blogs. AI strategy. “Can we get everyone active on LinkedIn?”
Something has to give. And the Company Page is usually the first thing pushed aside.
But when you neglect your Page, you weaken a core brand asset. Especially if you’re not a global brand with unlimited ad spend.
Your Company Page is not optional infrastructure. It’s the backbone of your brand on LinkedIn.
Stop Talking At Your Audience
This one comes up in almost every audit.
Company Pages are stuck in broadcast mode.
The Page turns into:
- Announcements
- Event promotions
- Product pushes
And then engagement drops.
You don’t get responses. It feels like you’re talking to yourself.
And quite frankly, you probably are.
Start Creating Content in Service of Your Audience
If there’s one shift that matters most in 2026, it’s this.
Move from broadcast mode to service mode.
Before you hit publish, ask: 👉 How does this help the person on the other side?
That might mean:
- Explaining something complex in simple terms
- Focusing on benefits instead of features
- Helping someone get closer to a business goal
I keep repeating this, not because it sounds good, but because it works.
Quick check:
- Look at your last Company Page post
- Was it in service of your audience?
- Or was it self-promotion?
Be honest.
Start Using Page Advocacy Properly
Posting content is only one small part of what a Company Page can do.
In 2026, Pages need to be proactive.
This is where Page advocacy comes in.
Page advocacy means your Company Page:
- Supports employee content
- Engages in relevant industry conversations
- Shows up in the comments, not just the feed
Yes, it might feel uncomfortable. Yes, it might feel like “that’s not my role”.
But Pages that show up build visibility, trust and brand affinity over time.
Your Company Page As The Backbone
Here’s one of the biggest missed opportunities I see.
Your Company Page should be the backbone of your positioning, messaging and clarity.
Employees come and go. Leadership changes. Teams restructure.
Your Company Page stays.
It’s consistent. It’s stable. It doesn’t have turnover.
That makes it incredibly powerful.
Pages are not the poor cousin to personal profiles. They are long-term brand assets. And in 2026, smart marketers will lead from that position.
Stop Relying on Templates
If you want different results, you need to stop doing the same thing.
That means:
- Templates out
- Cookie-cutter content out
2026 needs to be the year of smart experimentation.
Try:
- Short posts instead of long ones
- Video instead of text
- Real people instead of stock images
A simple rule: 👉 Look at what your competitors are doing and try the opposite.
That’s often where the opportunity sits.
Get Back to Strategy
Finally, it’s time to get back to strategy.
Ask yourself:
- Who is our real audience?
- What do we want to be known for?
- Are we still trying to be everything to everyone?
The more specific you get, the more opportunities appear. It still feels counterintuitive, but it works.
I’ve seen this firsthand in my own business. The tighter my positioning, the clearer the results.
Final Thoughts
LinkedIn Company Pages aren’t dead.
They’re misunderstood. They’re underused. And they’re often misaligned with the business.
2026 is the year to stop copying everyone else and start leading with clarity, service and strategy.
If you take one thing from this episode, let it be this:
👉 Your Company Page deserves more than leftovers.
And if this has nudged you to change even one thing, I’d love to hear what that is.
Book a time here to discover how we can help your B2B grow – https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
Cheers
Michelle J Raymond
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Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
