If you’re a small business owner, consultant, solopreneur or responsible for marketing in a small business, you’ve probably asked yourself: Should I focus more on my LinkedIn Profile or my Company Page?
It’s a fair question.
I know that the popular opinion people will share on LinkedIn is that Company Pages are a waste of time. (Thanks to everyone who tags me in posts like this!) But if you know me, you know I will argue they’re essential.
The real answer is actually something that only you can answer. Let’s break it down so you can make the right decision for you and your business.
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.
The Front Door and the Living Room
On a recent episode of the podcast, I asked Tyrona (Ty) Heath from The B2B Institute if Company Pages are a waste of time. Her answer stuck with me.
She explained it like this:
- Your profile is the front door. It’s where people discover you. If it looks neglected, people won’t step in.
- Your Company Page is the living room of your online presence. When people are close to doing business with you, they’ll take a look around. If they find a ghost town, trust is lost.
If you missed the episode, check it out 👇
Stop Thinking Either/Or
Comparing Profiles and Pages is a complete waste of time. They’re not the same. They do different jobs.
The more important question is: How can I maximise the benefits of both to give my business a competitive edge?
I call this the Power of Two.
- Your profile creates connections and starts conversations.
- Your Company Page adds legitimacy and backs you up.
- When aligned, they amplify each other.
Where Should You Focus Your Efforts on LinkedIn?
Let me say this upfront. If the only way you are measuring success on LinkedIn is by comparing post impressions, then, hands down, a personal post will generate more views every day of the week.
I know my newsletter readers are smarter than this and look beyond these vanity metrics alone. 😉 Heck, even LinkedIn have moved on from reach being the goal with the latest changes to the algorithm. (LinkedIn Algorithm Update)
The big question: How can you figure out where to invest your time on LinkedIn for your small business that will generate the biggest return on that effort?
The answer comes back to your business goals, resources and experience:
- Goal – remain a solopreneur/consultant. Focus 80% of your energy on your Profile. That’s where you’ll get the most return. Still, keep your Page active so it doesn’t undermine the trust you’ve built. A good rule of thumb: for every 4 posts on your profile, do 1 on your Page.
- Goal – plan to grow, hire a team, or sell your business later? Put more effort into your Page now. It adds credibility and positions you for the future. When the time comes to hire, sell, or scale, a strong Page helps attract talent, clients, and buyers.
Of course, there is never a one-size-fits-all, and this can be far more complicated to answer.
If in doubt, start by focusing on building your personal brand and move to the company brand in the future.
B2B Growth Co Approach
In our company, B2B GROWTH CO – Grow Your B2B on LinkedIn , there are two of us. Shout out to Liliane Abboud who works equally as hard to grow our business (she would probably say she does more 🤣).
My personal Profile is where we invest most of our energy because it delivers the biggest return. But our Company Page still matters.
We use it as a “Greatest Hits Library”, a place to repost our best content, reinforce our brand, and build trust with new people discovering us.
One quick win, even if it feels a bit odd at first, is having your Company Page comment on or share your Profile content, which adds weight and shows legitimacy.
Tip – Repurposing your best content is an easy way to keep your Company Page ticking over without creating more work for yourself.
Quick Wins You Can Try Today
- Keep your branding consistent across both Profile and Page – When people move between your Profile and Page, it should feel seamless. Consistency builds trust.
- Use your Company Page to reshare your strongest content – don’t reinvent the wheel. Take the posts that perform best on your Profile and bring them across to your Page. It gives them a second life and makes it easier for people researching your business to find your best work.
- Think of your Page as your business cheerleader – let your Company Page comment on and amplify your personal posts. That extra voice adds weight to your presence.
Final Thoughts
Your Profile and Company Page are not rivals. They’re partners. Your Profile gives people a reason to trust you. Your Page confirms you’re the real deal.
Instead of asking, “Which one should I use?” shift your focus to how you can combine them. That’s how you build trust faster, stand out from competitors, and future-proof your business.
Want to work with me? Book a time here – https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
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.
