You’re doing the work on LinkedIn. So why isn’t your business growing?
You’ve tried content calendars. You’ve tried employee advocacy. You’ve tried every algorithm hack under the sun.
And still, your business isn’t growing from all the time you’re spending on LinkedIn.
It’s not because LinkedIn doesn’t work. It’s because your people are pulling in different directions.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond.
If you want to know all the details invest under 20 mins and listen or watch the episode.
The Problem No One’s Talking About
Marketing is frustrated. Sales is confused. Employees are ghosting your advocacy programs. And leadership, often invisible, still want to see results.
I’ve had this conversation with enough companies around the world to know it’s not just bad luck. It’s misalignment.
Every team has their own strategy and KPIs. Everyone’s pulling in different directions and when that happens, even the best LinkedIn tactics fall flat.
What Misalignment Looks Like
It doesn’t always show up with a flashing neon sign. But here are the signs your LinkedIn efforts are being sabotaged from the inside:
- No shared business-wide LinkedIn strategy
- Different teams chasing different KPIs
- Marketing has no clue what Sales is working on
- Company Page feels completely disconnected from the rest of the business
- Employee advocates disappear after a month or two
- The brand starts to look like it has multiple personalities
Sound familiar?
The Power of Two
I talk about this all the time: LinkedIn success doesn’t come from one team; it comes from everyone working together.
- Sales and Marketing
- Company Page and Employee Advocacy
- Leadership and Employees
When you combine forces, you cut down wasted time, amplify results, and make your efforts actually worth it. I call it the Power of Two.
And if your business isn’t using this approach yet, you’re probably stuck in an internal tug-of-war that’s costing you leads, visibility, and growth.
Practical Ways to Fix It
Here are some ways I work through these issues when I’m working with my B2B clients.
1. Leadership must lead – If you’re not showing up on LinkedIn as a leader, don’t expect your team to.
2. Create one shared Game Plan – Before a single LinkedIn post goes out, get the whole team together to agree on:
- Focus areas
- Resource allocation
- What success looks like (KPIs you all share)
3. Stop the internal competition – Your Company Page and employee advocates should never be rivals. Bring those teams together. Get aligned on goals and messaging.
4. Support your teams – Templates. Guidelines. Actual time to participate. Confidence comes from clarity and not assumptions.
5. Give everyone a seat at the table – This isn’t just a job for Marketing or Sales. LinkedIn is a team sport. Align your actions to the business goals, and build your content around that.
Final Thoughts
If your LinkedIn efforts feel exhausting, the answer isn’t “do more.” It’s “work together.”
Alignment isn’t a nice-to-have. It’s the missing link between effort and growth.
And if that sounds overwhelming, you’re not alone. This is exactly why I work with B2B businesses to get their strategy straight and their teams back on the same page.
And when that happens? The results speak for themselves.
Want to work with me?
Book a time here – https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
Cheers
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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.
