Are you finding it hard to get traction on LinkedIn? You’re not alone. Many businesses are stuck using outdated selling methods and are missing out on the potential of LinkedIn to grow their brand.
Let’s explore how to stand out by leveraging personal and company branding and creating content that converts.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, with Chris Do goes into much more detail.
Thanks to our podcast sponsor Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ
Why Are Businesses Hesitant to Get Active on LinkedIn?
Many B2B companies still rely on outdated selling methods. They focus on secrecy and keeping information to themselves, a mindset that worked before the internet. Today, however, transparency and community are key to growing your brand on LinkedIn.
"We're asking them to throw it all out the window and share everything with everybody. Senior leadership often asks, 'Are you guys nuts?'" Michelle J Raymond
Key barriers to LinkedIn adoption include:
- Fear of revealing too much to competitors.
- Not understanding how transparency leads to stronger connections.
- Holding onto KPIs that belong to the pre-internet age.
Page Advocacy: The Secret to Building Employee and Company Brands
Too often, companies focus solely on employee advocacy—encouraging staff to share content. But what about the company page itself being an advocate for its employees?
This is what I call Page Advocacy. Your company page should be your employees’ biggest cheerleader.
"Even if it's just you, a one-person business, your company page can act as your personal brand's biggest fan."
Benefits of Page Advocacy:
- Boosts employee content by reposting and engaging.
- It makes your business seem larger and more credible.
- Builds trust with potential clients and partners by showing unified support.
Social Selling Isn't Just About Posting Content
A common myth is that if you just keep posting content, the sales will come. However, successful social selling on LinkedIn involves far more.
Elements of effective social selling include:
- Connecting and nurturing: Find and connect with your ideal audience, then nurture those relationships over time.
- Thoughtful interactions: Don’t wait for likes; proactively engage with those you want to work with.
- Personal touch in DMs: When sending direct messages, be curious and listen more than you sell.
"Slow down. Go in with curiosity. If you do this, you'll be remembered when they need what you offer." Michelle J Raymond
R.A.T.E Your Company Page Content
If your company page content performs poorly, it might be time to R.A.T.E it.
- Relevant: Are you addressing your audience’s pain points?
- Authentic: Are you sharing real stories, not just corporate fluff?
- Thought Leadership: Are you bringing a fresh perspective to industry conversations?
- Empathy: Are you stepping into your audience’s shoes and creating content that helps them?
"Company page content shouldn’t feel like an ad. It’s about being in service to your community’s needs."
If you want to learn more about the R.A.T.E system to get more impressions for your LinkedIn posts – check out the article below.
Don't Overlook Community Building
As we approach 2025, it’s all about community. Forget chasing the latest algorithm trick—real success on LinkedIn comes from building genuine relationships and communities.
Tips for building your community:
- Be generous with your knowledge and content.
- Engage thoughtfully in other people’s posts.
- Support others by being present in their content, not just your own.
The more genuine your community, the more insulated you are from algorithm changes and the richer your opportunities will be.
Final Thoughts
LinkedIn is a powerful tool for B2B brands, but only if you approach it with the right mindset. It’s about transparency, advocacy, and genuine engagement. If you want your business to grow on LinkedIn, start by being truly present for your audience.
If your content isn’t leading to leads, you have nothing to lose by trying a new approach.
Need help? Book an intro call here.
Follow B2B GROWTH CO – Get Your Business Active on LinkedIn™️ for Growth for more LinkedIn tips and strategies.
Cheers
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.
