Generated by All in One SEO Pro v5.0.0.1, this is an llms-full.txt file, used by LLMs to index the site. # Turn LinkedIn Activity Into Business Growth B2B LinkedIn Strategy, Training & Done-For-You B2B Growth Co is a Sydney-based LinkedIn consultancy led by Michelle J Raymond, specialising in LinkedIn Company Page strategy and employee advocacy for B2B marketing teams. ## Posts ### [Why Your B2B Team Isn't Posting On LinkedIn (And How to Fix It)](https://b2bgrowthco.com/why-your-b2b-team-isnt-posting-on-linkedin-and-how-to-fix-it/) **Published:** July 15, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** A strategic look at the common reasons B2B teams hesitate to post on LinkedIn — and practical ways to build confidence, consistency and results with content that supports your goals. **Content:** “Just post something. Throw it in ChatGPT and you’re done.” If only it were that simple! If you’re assuming your team should somehow just get LinkedIn, and it’s all easy? That’s the first mistake. This mindset is one of the biggest reasons employee advocacy on LinkedIn fails before it even begins. Because what seems “easy” to you, especially if you’re confident on LinkedIn, feels overwhelming to most of your team. And if you assume they already know what to do, how to do it, and feel confident doing it? That’s where everything falls apart. It’s not a motivation problem. It’s a support problem. This article is inspired by the recent episode of the [Social Media for B2B Growth Podcast](https://socialmediaforb2bgrowthpodcast.com/) hosted by [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/). If you want to know all the details invest under 20 mins and listen or watch the episode. [Listen on Apple Podcasts](https://podcasts.apple.com/us/podcast/why-your-team-isnt-posting-on-linkedin-and-how-to-fix-it/id1603908569?i=1000716403730) ## What Actually Goes Wrong Let me share what I’ve seen repeatedly play out. Person 1 dives in and starts posting daily. But it’s off-brand, full of buzzwords, and leaves marketing quietly panicking. Person 2 wants to join in, but keeps staring at a blank screen because they’re worried they’ll say the wrong thing. Person 3 starts strong but burns out after two weeks. It’s too hard. No one noticed their post. What’s the point? The rest of the Team are quietly watching, not sure what’s expected, and definitely not putting their hand up to be the company spokesperson online. Even with AI tools, templates, prompts and content calendars, none of it matters if your team doesn’t know how to use them, doesn’t feel confident trying, or is too time-poor to give it a go. And if your social media policy is more “threat” than “guide”? They’ll stay silent just to stay safe. [ ![The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-LinkedIn-Branding-Book-Front-Cover-725x1024.webp "The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://mybook.to/The_LinkedIn_Branding_Book) The LinkedIn Branding Book is available on Amazon ## The Real Issue Isn’t Content. It’s Culture. If your workplace is dealing with staff turnover, low trust or a general feeling of disengagement, LinkedIn isn’t going to fix that. In fact, it will highlight it. If you ask someone to post about how amazing the company culture is while they’re thinking about quitting? Good luck. Here’s what I’ve learned after training thousands of people: Most of the blockers have nothing to do with writing skills. It’s about fear, confusion, and lack of clarity. - If people don’t feel safe, they won’t post. - If they don’t have time, they won’t even try. - And if leaders don’t lead, the rest won’t follow. No framework, prompt or Canva template will ever solve that. [ ![LinkedIn B2B G.R.O.W.T.H Masterclass with Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2024/05/b2b-growth-thumbnail-1024x576.webp "LinkedIn B2B G.R.O.W.T.H Masterclass with Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/growth-masterclass/) Work with me to empower your team on LinkedIn ## So What Does Actually Work? Treat LinkedIn like a team sport. Some people will be strikers. Others play defence. Some are there to cheer from the sidelines. Every role matters. Not everyone has to post to be valuable. But if you want consistent, confident participation, your team needs: **Time** – Posting takes longer than you think, especially when you’re new. I recommend allocating **one hour per** **post** to start. That includes: - Coming up with ideas - Researching - Writing and editing - Learning new tools - Getting approvals If you want your team to post three times a week, give them three hours. Don’t expect it to happen between meetings and emails. **Support** – Give them simple prompts. Easy-to-follow templates. Image resources. Examples that don’t sound like marketing speak. And if you’re using tools like ChatGPT, teach them how to utilise it effectively. Don’t just throw them in the deep end and expect magic. **Recognition** – This is the part most people miss. The first time someone likes a post? Acknowledge it. The first time someone publishes something? Celebrate it. What feels like nothing to you might’ve taken serious courage. > "Employees will spend their time doing what gets recognised and rewarded." MJR > > John Doe ## Lead From The Top or Don’t Bother This one’s non-negotiable. If the leadership team remains silent on LinkedIn, it sends a message to the rest of the company: this isn’t important. I’ve seen too many employee advocacy programs fail simply because leaders refused to participate. If you believe in it, show up. Even one post a month makes a difference. When teams see LinkedIn as something everyone does, not just marketing, they become curious. And when they feel supported and celebrated? They stick with it. [ ![MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING AT SMMW25](https://b2bgrowthco.com/wp-content/uploads/2025/07/MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-PRESENTING-AT-SMMW25-1024x683.webp "MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING AT SMMW25 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/newsletter/) Have you subscribed to my email newsletter for insider tips? ## Confidence First. Content Second. The people who consistently show up on LinkedIn aren’t just “good at writing.” They feel safe. They feel supported. They’ve had time to practice. That’s what leads to consistency. That’s what builds trust. And that’s what moves the needle for your brand and business. So next time you think “they should just post,” stop and ask: Have you really given them the tools, time and trust to succeed? If not, now’s the time to start. **Want to support your team through training? Let’s make it happen together.** **Book a time here –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) PS Want to hear my LinkedIn updates first? Subscribe to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1764-LowSq.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Tips **Tags:** LinkedIn --- ### [Page or Profile: Which LinkedIn Posting Strategy Drives Better Engagement?](https://b2bgrowthco.com/should-you-post-on-your-linkedin-page-or-profile/) **Published:** July 17, 2024 **Author:** michelle@b2bgrowthco.com **Content:** One of the most frequently asked questions I encounter as a LinkedIn expert is whether to post on your LinkedIn Profile or your LinkedIn Company Page. This decision isn’t as straightforward as many would have you believe. In this article, I’ll explain each consideration and help you determine the best approach for your LinkedIn strategy that is most importantly aligned with your business goals. ***This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by*** [***Michelle J Raymond,***](https://www.linkedin.com/in/michellejraymond/) ***which goes into much more detail.*** ***Listen on Apple Podcasts*** [***here***](https://podcasts.apple.com/us/podcast/linkedin-posting-wars-profile-vs-company-page-which-is-best/id1603908569?i=1000663759234)***.*** Thanks to our podcast sponsor [Metricool.](https://i.mtr.cool/NEDXVZ) 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**](https://i.mtr.cool/NEDXVZ) ## Why the Debate Between Profile and Page? Many people wonder whether to focus their posting efforts on their personal Profile or their Company Page. The common perception is that posts on personal profiles tend to get more reach and engagement. This is largely true because LinkedIn’s algorithm favours personal posts over Company Page posts, especially for organic content. A quick scroll through your LinkedIn feed will likely show you more personal posts than those from Company Pages unless they are paid advertisements. However, despite the lower organic reach, Company Pages play a crucial role in representing your brand. They offer a consistent presence that stays with the company, unlike personal profiles that are tied to individual employees who may come and go. ## The Importance of LinkedIn Company Pages Company Pages are essential for representing your brand as a whole. While personal profiles are great for engagement and reach, they are inherently personal. If an employee who has built a significant following leaves the company, they take that community with them. This can leave the company without a crucial engagement tool if it has neglected its Company Page. A balanced approach, utilising both personal profiles and Company Pages, which I refer to as the “Power of Two,” can maximise your LinkedIn presence. This strategy ensures that while personal profiles drive engagement, the Company Page maintains a steady, consistent brand presence. ![The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-LinkedIn-Branding-Book-Front-Cover-725x1024.webp "The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") The LinkedIn Branding Book: The Power of Two ## LinkedIn Strategy Aligned With Your Business Goals Before deciding where to post, evaluate your business goals and available resources. If you have a small team or a solo operation, focusing more on your personal profile might make sense, with occasional posts on your Company Page. For larger teams with employee advocacy programs, a more balanced approach can be implemented. **Consistency is key!** Whatever strategy you choose, ensure it is sustainable over the long term. Consider tools like Metricool to help manage and schedule posts efficiently, ensuring your content strategy remains consistent and persistent. ![Metricool Planner](https://b2bgrowthco.com/wp-content/uploads/2024/07/Metricool-Planner-1024x617.webp "Metricool Planner - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. ## How Often Should You Post on LinkedIn? - For small businesses with limited resources, aim for at least three posts per week on your Company Page. - Larger businesses with more resources can increase this to multiple posts per day. - For consultants or those with time constraints, it is advisable to prioritise personal profile posts while maintaining a minimal yet consistent presence on the Company Page. Even one post per week or per month on the Company Page can be beneficial if it aligns with your overall strategy. ## Leveraging Evergreen Content A practical tip for balancing content creation between your personal profile and Company Page is to repurpose high-performing posts. Identify your “Greatest Hits” – posts that have performed well and can be reshared periodically. Tools like Metricool can assist in scheduling these evergreen posts, ensuring your content remains relevant and visible without the constant need for new material. There is no one-size-fits-all answer to whether you should post on your LinkedIn profile or Company Page. The decision depends on your specific business goals, resources, and long-term strategy. The critical takeaway is not to be invisible on LinkedIn. It is the premier B2B platform where decision-makers congregate, and maintaining an active presence is essential. ***If you need personalised advice to develop a LinkedIn strategy tailored to your business, let’s discuss how we can optimise your LinkedIn presence to achieve your business goals.*** **Book here** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Tips --- ### [LinkedIn B2B Marketing Strategies for 2026 (The Practical Guide)](https://b2bgrowthco.com/linkedin-b2b-marketing-guide-2025/) **Published:** September 5, 2024 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn still works for B2B — but not in the way most teams expect. This practical guide breaks down what’s changed, the trends shaping 2026, and how to use LinkedIn to drive relevance, trust, and real business outcomes. **Content:** ## LinkedIn B2B Marketing Guide (Updated for 2026) LinkedIn hasn’t stopped working for B2B. But the way it works **has changed**. What delivered results even 12–18 months ago is no longer reliable in 2026. Reach is harder to earn, content saturation is real, and B2B buyers are more selective about what they pay attention to. This guide exists to help B2B marketing teams, leaders, and organisations adapt — **without chasing hacks, trends, or vanity metrics**. It’s based on how LinkedIn actually behaves today, how B2B buyers make decisions, and what consistently drives meaningful outcomes on the platform. *Last updated: January 2026* ## How LinkedIn B2B Marketing Has Changed In 2026, LinkedIn rewards **relevance, credibility, and consistency** — not volume. The algorithm increasingly prioritises: - Content that resonates with a specific audience - Signals of trust and expertise - Ongoing engagement over one-off viral posts For B2B brands, this means success no longer comes from “posting more” or copying trending formats. It comes from aligning your Company Page, your people, and your messaging around clear business priorities. In short, **impressions matter less than influence**. ## What This Guide Covers (and Why It Matters) This LinkedIn B2B marketing guide is designed to help you: - Understand the most important LinkedIn trends shaping B2B marketing in 2026 - Build a LinkedIn strategy that supports long buying cycles and multiple stakeholders - Use Company Pages and employee activity together — not in isolation - Focus on outcomes like awareness, trust, and demand, not surface-level metrics Whether you manage a Company Page, lead a marketing team, or support sales and growth, this guide gives you a practical framework for using LinkedIn in a way that actually supports business goals. ## The Core Principle for 2026: Relevance Beats Reach The biggest mistake B2B companies make on LinkedIn is chasing visibility instead of value. In 2026, the brands that win are the ones that: - Speak clearly to the right audience - Show up consistently with useful insights - Enable their people to be visible, credible voices This guide will show you how to do exactly that. ## Relevance Is the Algorithm in 2026 One of the biggest misconceptions about LinkedIn in 2026 is that the algorithm is “punishing” B2B brands. It isn’t. LinkedIn is doing exactly what B2B buyers want it to do: reduce noise and prioritise relevance. In practical terms, this means: - Broad, generic content reaches fewer people - Niche, specific content reaches the *right* people - Engagement quality matters more than engagement volume Read this to learn more about [what has changed with the LinkedIn algorithm.](https://b2bgrowthco.com/linkedin-algorithm-changed-so-should-your-content/) For B2B marketers, this is a positive shift. Long buying cycles, specialist audiences, and high-consideration decisions were never suited to viral reach in the first place. In 2026, relevance isn’t a tactic. It *is* the algorithm. ## Why Company Pages Matter Again (But Not on Their Own) Company Pages are no longer optional in B2B marketing. Buyers may not engage with them often, but they use them constantly to: - Validate credibility - Understand positioning - Check consistency between brand and people Where many B2B organisations still go wrong is treating the Company Page as a broadcast channel or, worse, ignoring it entirely in favour of employee activity alone. In 2026, the strongest LinkedIn strategies use both. **Company Pages provide:** - Strategic clarity - Message consistency - A central point of trust **Employees provide:** - Reach - Credibility - Human context When these work together, LinkedIn becomes a system, not a collection of posts. If you are looking for help to get this right in 2026, check out our [LinkedIn Company Page Audit & Strategy sessions.](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) ## Engagement Signals Have Quietly Changed Not all engagement is equal on LinkedIn anymore. Likes still matter, but they are no longer the strongest signal. In 2026, LinkedIn pays closer attention to: - Comments that show intent or reflection - Saves that indicate usefulness - Time spent reading or watching This is why short-term “engagement hacks” rarely deliver lasting results for B2B. The content that performs best is not the loudest or most entertaining. It’s the content that helps someone: - Think differently - Clarify a decision - Understand a complex problem In B2B, usefulness beats popularity every time. ## AI Has Raised the Bar, Not Replaced Strategy AI hasn’t killed LinkedIn content. It has made average content invisible. In 2026, almost everyone can publish more, faster. That means volume is no longer impressive — and generic advice is easier than ever to ignore. What still cuts through is: - Point of view - Context - Experience - A clear understanding of the buyer AI is now a productivity tool, not a strategy. The brands that rely on it to replace thinking are struggling. The ones using it to support strong positioning are gaining an advantage. The differentiator isn’t how quickly you create content. It’s how clearly you understand your audience. ## B2B Buying Committees Shape Content Expectations Very few B2B decisions are influenced by a single post or a single person. In 2026, LinkedIn plays a role much earlier in the buying journey. Multiple stakeholders observe quietly, often over months, before a sales conversation ever happens. That changes how content should be approached. Effective LinkedIn content now: - Supports different roles within a buying group - Builds familiarity over time - Reinforces credibility through repetition If LinkedIn “isn’t generating leads”, the issue is often measurement — not impact. Influence usually shows up before attribution does. ## Consistency Beats Creativity in 2026 Creativity still matters, but consistency matters more. The most effective B2B brands on LinkedIn are not constantly reinventing themselves. They are repeating a small number of strategic messages until the market recognises them. This often feels boring internally. Externally, it feels clear. In 2026, successful LinkedIn strategies are built on: - Fewer content themes - Clear audience focus - Long-term repetition Consistency builds recognition. Recognition builds trust. Trust supports revenue. ## Measuring What Actually Matters on LinkedIn Traditional metrics like impression count haven’t disappeared, but they don’t tell the full story. In 2026, better questions to ask include: - Are the right people engaging with our content? - Are sales conversations easier or faster? - Are our employees being recognised as experts? LinkedIn works best when it supports the broader business ecosystem — marketing, sales, leadership, and employer brand — not when it’s measured in isolation. ## What Most B2B Teams Will Get Wrong in 2026 Despite all the signals, many B2B teams will still: - Chase reach instead of relevance - Separate Company Pages from employee activity - Focus on output instead of outcomes - Look for shortcuts instead of systems The teams that win will do fewer things better — and do them consistently. ## The Bottom Line for LinkedIn B2B Marketing in 2026 LinkedIn hasn’t become harder for B2B. It’s become more honest. The platform now rewards: - Clear positioning - Useful content - Consistent visibility - Aligned teams If your LinkedIn strategy reflects how B2B buying actually works, the platform will support you. If it doesn’t, no amount of posting will fix that. ![MICHELLE J RAYMOND B2B GROWTH CO](https://b2bgrowthco.com/wp-content/uploads/2024/09/MICHELLE-J-RAYMOND-B2B-GROWTH-CO-LO-RES-2.webp "MICHELLE J RAYMOND B2B GROWTH CO LO RES 2 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIHZpZXdCb3g9IjAgMCAxNiAxNiIgZmlsbD0ibm9uZSIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj4KPGcgY2xpcC1wYXRoPSJ1cmwoI2NsaXAwXzM0M18xMDA0KSI+CjxwYXRoIGZpbGwtcnVsZT0iZXZlbm9kZCIgY2xpcC1ydWxlPSJldmVub2RkIiBkPSJNMTUuMTY0MyAzLjIyMjc1QzE1LjQxMjYgMy40NzI1OSAxNS41OTA5IDMuNzgzMjYgMTUuNjgxMyA0LjEyMzY1QzE2LjAxNTkgNS4zODAwMSAxNi4wMTU5IDguMDAwMDEgMTYuMDE1OSA4LjAwMDAxQzE2LjAxNTkgOC4wMDAwMSAxNi4wMTU5IDEwLjYyIDE1LjY4MTMgMTEuODc2NEMxNS41OTA5IDEyLjIxNjggMTUuNDEyNiAxMi41Mjc0IDE1LjE2NDMgMTIuNzc3M0MxNC45MTYxIDEzLjAyNzEgMTQuNjA2NiAxMy4yMDc0IDE0LjI2NjggMTMuM0MxMy4wMTU5IDEzLjYzNjQgOC4wMTU4NyAxMy42MzY0IDguMDE1ODcgMTMuNjM2NEM4LjAxNTg3IDEzLjYzNjQgMy4wMTU4NyAxMy42MzY0IDEuNzY0OTYgMTMuM0MxLjQyNTE2IDEzLjIwNzQgMS4xMTU2NCAxMy4wMjcxIDAuODY3Mzk0IDEyLjc3NzNDMC42MTkxNDcgMTIuNTI3NCAwLjQ0MDg3MyAxMi4yMTY4IDAuMzUwNDE1IDExLjg3NjRDMC4wMTU4NjkyIDEwLjYyIDAuMDE1ODY5MSA4LjAwMDAxIDAuMDE1ODY5MSA4LjAwMDAxQzAuMDE1ODY5MSA4LjAwMDAxIDAuMDE1ODY5MiA1LjM4MDAxIDAuMzUwNDE1IDQuMTIzNjVDMC40NDA4NzMgMy43ODMyNiAwLjYxOTE0NyAzLjQ3MjU5IDAuODY3Mzk0IDMuMjIyNzVDMS4xMTU2NCAyLjk3MjkxIDEuNDI1MTYgMi43OTI2NSAxLjc2NDk2IDIuNzAwMDFDMy4wMTU4NyAyLjM2MzY1IDguMDE1ODcgMi4zNjM2NSA4LjAxNTg3IDIuMzYzNjVDOC4wMTU4NyAyLjM2MzY1IDEzLjAxNTkgMi4zNjM2NSAxNC4yNjY4IDIuNzAwMDFDMTQuNjA2NiAyLjc5MjY1IDE0LjkxNjEgMi45NzI5MSAxNS4xNjQzIDMuMjIyNzVaTTEwLjU2MTMgOC4wMDAwM0w2LjM3OTUyIDUuNjIwOTRWMTAuMzc5MUwxMC41NjEzIDguMDAwMDNaIiBmaWxsPSIjNDM0OTYwIi8+CjwvZz4KPGRlZnM+CjxjbGlwUGF0aCBpZD0iY2xpcDBfMzQzXzEwMDQiPgo8cmVjdCB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIGZpbGw9IndoaXRlIi8+CjwvY2xpcFBhdGg+CjwvZGVmcz4KPC9zdmc+Cg==) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIHZpZXdCb3g9IjAgMCAxNiAxNiIgZmlsbD0ibm9uZSIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj4KPGcgY2xpcC1wYXRoPSJ1cmwoI2NsaXAwXzM0M185OTUpIj4KPHBhdGggZD0iTTE0LjgxNTYgMEgxLjE4MTI1QzAuNTI4MTI1IDAgMCAwLjUxNTYyNSAwIDEuMTUzMTNWMTQuODQzOEMwIDE1LjQ4MTMgMC41MjgxMjUgMTYgMS4xODEyNSAxNkgxNC44MTU2QzE1LjQ2ODggMTYgMTYgMTUuNDgxMyAxNiAxNC44NDY5VjEuMTUzMTNDMTYgMC41MTU2MjUgMTUuNDY4OCAwIDE0LjgxNTYgMFpNNC43NDY4NyAxMy42MzQ0SDIuMzcxODhWNS45OTY4N0g0Ljc0Njg3VjEzLjYzNDRaTTMuNTU5MzggNC45NTYyNUMyLjc5Njg4IDQuOTU2MjUgMi4xODEyNSA0LjM0MDYyIDIuMTgxMjUgMy41ODEyNUMyLjE4MTI1IDIuODIxODggMi43OTY4OCAyLjIwNjI1IDMuNTU5MzggMi4yMDYyNUM0LjMxODc1IDIuMjA2MjUgNC45MzQzNyAyLjgyMTg4IDQuOTM0MzcgMy41ODEyNUM0LjkzNDM3IDQuMzM3NSA0LjMxODc1IDQuOTU2MjUgMy41NTkzOCA0Ljk1NjI1Wk0xMy42MzQ0IDEzLjYzNDRIMTEuMjYyNVY5LjkyMTg4QzExLjI2MjUgOS4wMzc1IDExLjI0NjkgNy44OTY4NyAxMC4wMjgxIDcuODk2ODdDOC43OTM3NSA3Ljg5Njg3IDguNjA2MjUgOC44NjI1IDguNjA2MjUgOS44NTkzOFYxMy42MzQ0SDYuMjM3NVY1Ljk5Njg3SDguNTEyNVY3LjA0MDYzSDguNTQzNzVDOC44NTkzNyA2LjQ0MDYzIDkuNjM0MzggNS44MDYyNSAxMC43ODc1IDUuODA2MjVDMTMuMTkwNiA1LjgwNjI1IDEzLjYzNDQgNy4zODc1IDEzLjYzNDQgOS40NDM3NVYxMy42MzQ0VjEzLjYzNDRaIiBmaWxsPSIjNDM0OTYwIi8+CjwvZz4KPGRlZnM+CjxjbGlwUGF0aCBpZD0iY2xpcDBfMzQzXzk5NSI+CjxyZWN0IHdpZHRoPSIxNiIgaGVpZ2h0PSIxNiIgZmlsbD0id2hpdGUiLz4KPC9jbGlwUGF0aD4KPC9kZWZzPgo8L3N2Zz4K) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Tips --- ### [What a LinkedIn Company Page Is Actually For in B2B](https://b2bgrowthco.com/what-a-linkedin-company-page-is-actually-for-in-b2b/) **Published:** January 1, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Most LinkedIn Company Pages don’t struggle because of the algorithm. They struggle because they don’t have a clear job to do. This article explains why people don’t follow Company Pages — and what actually works instead. **Content:** Let’s clear something up. A LinkedIn Company Page is **not**: - a replacement for personal profiles - a dumping ground for links - a lead generation machine on day one And treating it like any of those is exactly why so many Company Pages underperform. In B2B, Company Pages have a very specific job and once you understand that job, everything else gets easier. ## The Real Job of a LinkedIn Company Page In B2B, a LinkedIn Company Page exists to do one thing: **Reduce buyer uncertainty.** That’s it. Before someone books a demo, replies to a sales message, or shortlists a supplier, they’re asking themselves: - Do these people understand our world? - Do they sound credible? - Can they be trusted? Your Company Page answers those questions quietly, over time. Not with a pitch. With consistency. ### Why This Matters More Than Ever B2B buying has changed. Buyers now: - research privately - self-educate before talking to sales - rely on signals, not slogans Your LinkedIn Company Page is often one of the **first credibility checks** they make. If the Page is empty, inconsistent, or purely promotional, confidence drops fast. Not because your offer is bad — but because uncertainty stays high. ## What a Company Page Is Not Meant to Do This is where expectations go wrong. A LinkedIn Company Page is not designed to: - convert cold traffic - replace sales conversations - outperform personal profiles on its own When teams expect it to do those things, they usually conclude: > “Company Pages don’t work.” What they really mean is: > “We’re asking it to do the wrong job.” ## Company Pages vs Personal Profiles (It’s Not Either/Or) Personal profiles and Company Pages play different roles. Personal profiles: - build connection - add personality - create relatability Company Pages: - build confidence - reinforce positioning - show how a business thinks The mistake is trying to choose between them. High-performing B2B brands use both. This is what I often refer to as the **Power of Two**: - The Company Page sets the narrative - People bring it to life When those two work together, content travels further *and* lands with more credibility. We’ve unpacked this in more detail in our article on [LinkedIn Company Pages vs personal profiles](https://b2bgrowthco.com/linkedin-profile-vs-company-page-where-small-businesses-should-focus/) and how they work together in B2B. ## The Trap of “Posting More” One of the most common responses to a struggling Company Page is: “We just need to post more often.” Posting more doesn’t fix: - unclear positioning - mixed messages - content with no purpose Most Company Pages don’t need more content. They need clearer intent. Before publishing anything, the question should be: “What confidence is this building?” If the answer is “none”, it’s probably filler. ## Where Company Pages Fit in the B2B Buyer Journey Company Pages sit **between awareness and action**. They’re not the first touch. And they’re rarely the last. But they play a critical middle role: - reinforcing expertise - reducing perceived risk - helping buyers feel comfortable taking the next step When that role is clear, the Page starts supporting revenue — without pretending to be a sales page. ## Why This Is a Commercial Asset (Not a Nice-to-Have) When a LinkedIn Company Page does its job well: - Employee advocacy performs better - Inbound conversations make more sense - Sales cycles feel shorter - Trust builds before the first call This is why Company Pages shouldn’t be treated as an afterthought. They’re not about volume. They’re about **signals**. ## Start Here If Your Company Page Feels Unclear If your LinkedIn Company Page feels busy but ineffective, start by answering three questions: - Who is this Page really for? - What role does it play in the buyer journey? - What do we want people to feel more confident about? You don’t need a new platform. You need clarity. ## Final Thought A LinkedIn Company Page doesn’t exist to impress the algorithm. It exists to make the right people think: > “These people understand what we’re dealing with.” When that happens, everything else works better. ## Need Help Clarifying the Role of Your Company Page? If you’re unsure what your Page is currently signalling: - A[ **Power Hour Session**](https://b2bgrowthco.com/power-hour-session/) is the fastest way to get clarity - A [**LinkedIn Company Page Audit**](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) will show you exactly what’s working — and what isn’t No hacks. No guesswork. Just a strategy that makes sense. Cheers ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** LinkedIn Company Pages **Tags:** Company Pages, LinkedIn --- ### [The 1-1-1 Rule for Better LinkedIn Company Page Content](https://b2bgrowthco.com/linkedin-company-page-1-1-1-rule/) **Published:** June 18, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** The 1-1-1 rule helps B2B brands create clearer LinkedIn Company Page posts by focusing each message on one audience, one problem and one clear solution. **Content:** ## The 1-1-1 Rule for Clearer LinkedIn Company Page Content Most LinkedIn Company Page content does not fail because the idea is bad. It fails because the post is trying to do too much. One post tries to speak to multiple audiences, explain several problems, promote a product, share a report, add proof points, include a call to action and keep every internal stakeholder happy. The result is content that may contain useful information, but feels hard to follow. That is a problem because buyers do not work hard to understand your content. They scan, make a quick judgement and decide whether to keep reading or move on. If the message is unclear, they move on. This is where the 1-1-1 rule helps. The 1-1-1 rule means one audience, one problem and one clear solution. It is a simple way to make LinkedIn Company Page content easier to understand, easier to engage with and more useful for the buyer. For B2B brands, this matters because clarity is not just a writing issue. It is a strategy issue. ## What Is the 1-1-1 Rule for LinkedIn Company Page Content? The 1-1-1 rule is a simple content filter for creating clearer LinkedIn Company Page posts. It asks you to focus each post on: - One audience - One problem - One clear solution That might sound basic, but it is where many Company Pages fall down. Instead of creating one focused message, they try to fit everything into a single post. The product team wants features included. Sales wants a customer problem mentioned. Marketing wants the campaign message added. Leadership wants the brand line included. Someone else wants the report linked. By the time the post goes live, the original idea has become too heavy. The 1-1-1 rule gives you a way to simplify before you publish. It helps you ask whether the post is clear enough for someone outside your business to understand quickly. If you cannot clearly say who the post is for, what problem it solves and what the one takeaway is, the content is not ready yet. ## Why LinkedIn Company Page Content Becomes Unclear Company Page content often becomes unclear because it has too many jobs. This is especially common in B2B, where products can be complex, buying committees are bigger and internal stakeholders all have different priorities. The temptation is to include every detail so no one feels left out. But more information does not always create more value. In many cases, it creates more friction. A buyer who sees too many ideas in one post has to work out which part matters to them. They have to decide whether the message applies to their role, their problem or their stage in the buying journey. If the post is too dense, they may not bother. This is why “posting more” is not always the answer. If the content is unclear, more posts simply create more noise. Better Company Page content starts with focus. It gives one clear audience one useful message at a time. If your Company Page isn’t clear, it is worth running it through the [10-second test for LinkedIn Company Pages](https://b2bgrowthco.com/linkedin-company-page-10-second-test/) before you worry about creating more content. Buyers need to quickly understand who you help, what you do, and why it matters; otherwise, even your best posts have to work harder than they should. ![1-1-1 LINKEDIN COMPANY PAGE CONTENT - MICHELLE J RAYMOND - LINKEDIN PAGES EXPERT](https://b2bgrowthco.com/wp-content/uploads/2026/06/1-1-1-LINKEDIN-COMPANY-PAGE-CONTENT-MICHELLE-J-RAYMOND-LINKEDIN-PAGES-EXPERT-1024x572.webp "1-1-1 LINKEDIN COMPANY PAGE CONTENT - MICHELLE J RAYMOND - LINKEDIN PAGES EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## One Audience: Choose the Primary Buyer for Each LinkedIn Post The first part of the 1-1-1 rule is one audience. Many B2B posts are written for “our audience”, but that audience is often too broad. A Company Page may be trying to reach marketing managers, business owners, procurement teams, technical buyers, senior leaders, partners and existing customers all at once. That does not mean every post has to exclude everyone else. It means each post needs a primary reader. Before you write, ask who this specific post is for. Is it for the person doing the research? The person approving the budget? The person using the product? The person managing the problem day to day? The clearer you are about the audience, the easier it is to choose the right language, angle and example. A post written for a senior decision-maker may need to focus on risk, commercial impact or strategic priority. A post written for a practitioner may need to focus on day-to-day friction, implementation or practical improvement. When you try to speak to both in the same post, the message often becomes vague. One audience creates sharper content because it forces you to choose who needs this message most. ## One Problem: Focus on the Issue Your Buyer Recognises The second part of the 1-1-1 rule is one problem. This is where many Company Page posts get overloaded. Instead of focusing on one clear issue, they try to cover every challenge connected to the product, service or campaign. That might feel efficient internally, but it is rarely effective externally. Buyers are more likely to engage with content that names a problem they recognise. The more specific the problem, the easier it is for the right person to feel understood. For example, “improving business performance” is too broad. “Proving LinkedIn content is creating buyer intent, not just impressions” is more specific. The second version gives the reader something to recognise. It reflects a real situation and makes the content feel more relevant. This connects closely with my [mirror content approach to LinkedIn Company Pages](https://b2bgrowthco.com/mirror-content-linkedin-company-page-strategy/). If buyers can see their problem in your post, they are more likely to keep reading because the content reflects what they are already thinking, questioning or trying to solve. One problem does not make the content smaller. It makes it stronger. ## One Solution: Give Buyers One Clear Next Step The third part of the 1-1-1 rule is one clear solution. This does not always mean one product or one call to action. It means the reader should leave with one clear next step, idea or way forward. Sometimes the solution is a service. Sometimes it is a product. Sometimes it is a shift in thinking. Sometimes it is a practical action the reader can take. The important thing is that the post does not leave the buyer confused. A common mistake is to include too many next steps. Read the blog. Download the guide. Register for the event. Book a call. Follow the Page. Visit the website. Share with your team. When there are too many actions, the reader is less likely to take any of them. Your post should make the next step feel obvious. If the buyer is early in the journey, the next step may be to better understand the problem. If they are further along, it may be to explore your service or speak with your team. One clear solution gives the post direction. It helps the content move buyers rather than simply fill the feed. ![MICHELLE J RAYMOND - LINKEDIN EXPERT SPEAKER](https://b2bgrowthco.com/wp-content/uploads/2025/08/STAND-OUT-FROM-THE-CROWD-MICHELLE-J-RAYMOND-LINKED-SUMMIT-1024x683.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT SPEAKER - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## How the 1-1-1 Rule improves B2B LinkedIn Strategy The 1-1-1 rule is not only a writing tool. It improves your broader LinkedIn Company Page strategy because it creates consistency and clarity over time. When each post has one audience, one problem and one clear solution, your content becomes easier to plan. You can map different posts to different audiences, problems and stages of awareness without trying to cram everything into one update. This also helps your team create more useful content from the same idea. One overloaded post can often become several stronger posts. If you are launching a report, for example, you do not need one long post that covers every finding, every audience and every call to action. You can create separate posts for different buyer problems, each with its own clear angle. That is not about posting more for the sake of volume. It is about making each post clearer. Clarity creates momentum. Volume without clarity creates noise. ## LinkedIn Company Page Content Example: Before and After the 1-1-1 Rule Here is what an overloaded Company Page post might sound like: “We’re excited to share our latest guide on LinkedIn Company Page strategy, covering content planning, employee advocacy, analytics, buyer engagement, brand visibility and practical tips to help your team improve results.” There is useful information in there, but the post is trying to cover too much. It is not clear who it is for, what problem matters most or what the reader should focus on first. A 1-1-1 version could be: “B2B marketing teams often post regularly on LinkedIn but still struggle to show how the Company Page supports buyer trust. The problem is usually not frequency. It is clarity. This guide shows how to create Company Page content that helps buyers understand why your brand belongs on the shortlist.” The second version is more focused. The audience is B2B marketing teams. The problem is posting regularly without building buyer trust. The solution is clearer Company Page content that supports shortlisting. That is the difference. The 1-1-1 rule does not make content clever. It makes it clear. ## How to Use the 1-1-1 Rule Before Publishing a LinkedIn Post Before you publish your next LinkedIn Company Page post, pause and run it through three questions. Who is this for? What problem are we helping them understand or solve? What is the one clear takeaway or next step? If the answers are vague, the post needs more work. If there are multiple audiences, split the post. If there are multiple problems, choose one. If there are several calls to action, decide which one matters most. This process is especially helpful when content has too many internal contributors. It gives the team a shared standard for deciding what belongs in the post and what should become a separate piece of content. It also helps protect the buyer from internal complexity. Your audience does not need to see every detail in one post. They need to understand one useful thing clearly. ## How Clear Company Page Content Supports Employee Advocacy The 1-1-1 rule also makes content easier for employees to support. When Company Page posts are clear, employees can add their own context more easily. Sales can comment on what they are hearing in customer conversations. Delivery teams can explain how the issue shows up in real client work. Leaders can add a strategic point of view. This is where the Power of Two becomes more effective. The Company Page creates the clear message. Employees add context, trust and reach. But that only works when the original message is easy to understand. If the Company Page post is overloaded, employees are less likely to engage with it because they are not sure what to add. Clear content is easier to share. It is easier to comment on. It is easier for your team to stand behind. ## Final Thoughts: Clearer LinkedIn Company Page Content Wins The 1-1-1 rule is simple, but that is why it works. One audience. One problem. One clear solution. It helps B2B brands stop cramming too much into every LinkedIn Company Page post. It makes content easier for buyers to understand and easier for employees to support. Most Company Pages do not need more complicated content. They need clearer content. Before you publish your next post, ask whether it is trying to do too much. If it is, do not add more detail. Add more focus. Because when your content is clear, buyers are more likely to recognise the problem, trust your perspective and know what to do next. And if you confuse ’em, you lose ’em. ## Need Help Making Your LinkedIn Company Page Easier to Manage? If your Company Page content feels harder than it should, the problem may not be your ideas. It may be the way your Page, content and admin process have been set up. That is exactly what my [LinkedIn Company Page Admin Training](https://b2bgrowthco.com/company-page-training/) is designed to help with. You will learn how to manage your Company Page with more confidence, create clearer content, understand what matters behind the scenes and avoid the common mistakes that stop B2B brands getting more from LinkedIn. Because your Company Page should not be a place where good content gets lost. It should help the right buyers understand who you help, what you solve and why your business belongs on their shortlist. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Company Pages **Tags:** LinkedIn, LinkedIn Company Page --- ### [LinkedIn B2B Marketing in 2026: New Strategies & Changes You Need to Know!](https://b2bgrowthco.com/linkedin-b2b-marketing-in-2026-new-strategies-and-changes-you-need/) **Published:** January 13, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn has changed. Learn what really works for B2B marketing in 2026, from strategy and positioning to Company Pages and employees. **Content:** LinkedIn changed a lot in 2025. Not surface-level tweaks. Fundamental shifts. The kind that quietly breaks old strategies while everyone’s still trying to post their way out of trouble. I’ve felt it too. The algorithm changes were bumpy. Uncomfortable at times, and now, with 360Brew powering LinkedIn behind the scenes, we’re dealing with a very different platform. No, I’m not saying throw out your entire 2025 LinkedIn playbook, but I *am* saying it’s time to stop, reset, and rebuild it for 2026. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/linkedin-b2b-marketing-in-2026-new-strategies-changes/id1603908569?i=1000745279968) ## What Has Changed and Why It Matters Let’s start with the obvious. LinkedIn is no longer the platform where you could do most things for free and get away with it. We’ve seen a clear shift to pay to play: - More features hidden behind paywalls - A growing gap between free and premium accounts - Boosting posts are now available to individuals, not just Company Pages On top of that, the audience has changed. Approximately 70 per cent of LinkedIn users are now Gen Z and Millennials, with Gen Z heavily influencing the platform’s direction. LinkedIn will continue to roll out features designed to keep that audience engaged. Add in a more crowded feed, more automation, more AI, and far less tolerance for noise. Change is the only certainty. ![THE GAME OF LINKEDIN - MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING ON STAGE AT SMMW](https://b2bgrowthco.com/wp-content/uploads/2026/01/IMG_6649-1013x1024.webp "THE GAME OF LINKEDIN - MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING ON STAGE AT SMMW - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## 360Brew and Why Signals Matter More Than Ever 360Brew is the large language model powering LinkedIn’s algorithm. In simple terms, it’s constantly looking for signals about: - Who you are - What you do - Who you help - What makes you different Those signals come from your profile, your Company Page, your consistency, and how you show up for your community. This isn’t new. We should have always been doing this. But if your profile is outdated, your Company Page is neglected, or your messaging is unclear, you’re sending mixed signals. And mixed signals lead to weak results. ## Shiny Tools Won't Save a Weak LinkedIn Strategy I am exhausted by shiny tools that promise the world. AI this. Automation that. Post more. Post faster. Post everywhere. Here’s the truth – No tool will ever fix a weak LinkedIn strategy. If you haven’t done the work on: - Positioning - Messaging - Branding - Clarity on who you’re showing up for All you’re doing is creating noise at scale, and noise doesn’t build trust. It doesn’t build memorability. And it definitely doesn’t build pipelines. Over the Christmas break, I had to take my own medicine. I realised my website, podcast, LinkedIn content, and Company Page weren’t sending consistent signals. I had evolved, but I hadn’t gone back and updated the foundations. That drift mattered. Because the symptom showed up clearly: - The wrong enquiries - Not enough of the right ones - Growth stalling Once I fixed the fundamentals, everything became clearer. ## Fundamentals Win in 2026 2026 is the year fundamentals win. Ask yourself honestly: - Are you talking about your business more than your audience? - Are you serving, or broadcasting? - Are you clear, or just busy? When business gets tough, many brands panic and go broader. That’s the mistake. The brands that stand out on LinkedIn go narrow. Clarity makes you memorable. Clarity gets you recommended. Clarity helps the algorithm perform its job. Confusion does the opposite. ## The Power of Two Still Wins Your LinkedIn strategy in 2026 must bring two things together: - Your Company Page - Your people That’s the Power of Two. Your Company Page isn’t there to chase feed reach. It’s the backbone of your LinkedIn presence. A silent achiever working day after day, year after year, regardless of staff turnover. When it’s clear, consistent and active, 360Brew loves it. But just as importantly, it guides your people. [ ![The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-LinkedIn-Branding-Book-Front-Cover-725x1024.webp "The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://mybook.to/The_LinkedIn_Branding_Book) ## Rethinking the Company Page Role Your Company Page should not: - Talk at your audience - Act like a billboard - Broadcast company news endlessly If all you do is talk about yourself, don’t be surprised when no one responds. Instead, your Company Page should: - Act as a cheerleader for your industry - Support employees and clients - Engage, comment and repost strategically - Be an engaging landing page for your brand This is not a volume game. It’s a relevance game. ## Employees Need Direction, Not Control If you skip the strategy, your employees will be lost. They’ll either post content that doesn’t help anyone, or they won’t post at all. What I am *not* suggesting: - Script every post - Control personal accounts - Force participation That’s a fast track to disengagement. What *does* work: - Clear strategy - Training and guidance - Shared understanding of goals - Respect for individual voices LinkedIn isn’t easy. Even for those of us who live and breathe it. ![THE POWER OF TWO - MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/07/THE-POWER-OF-TWO-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x683.webp "THE POWER OF TWO - MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## The 2026 Reset Starts Now This is your reset moment. Pause. Get clear. Then move forward. Ask: - Who are we showing up for? - What problem do we solve? - Why should anyone care? Go narrow. Get consistent. Build systems that support Company Pages and employees. No more silos. No more mixed signals. No more shiny distractions. [ ![Power Hour Session with Michelle J Raymond - LinkedIn Expert](https://b2bgrowthco.com/wp-content/uploads/2024/06/Power-Hour-Session--1024x576.webp "Power Hour Session with Michelle J Raymond - LinkedIn Expert - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/power-hour-session/) Need help refining your LinkedIn strategy? ## Final Thoughts LinkedIn didn’t get harder because of the algorithm. It got harder because clarity now matters more than ever. If you reset your strategy, align your messaging, and bring your Company Page and people together, 2026 becomes a very different year. That’s exactly where I’m heading. Cheers **Michelle J Raymond** PS: If you read this far, you obviously enjoy newsletters. Get more exclusive insights by subscribing to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Tips **Tags:** LinkedIn --- ### [Why Your LinkedIn Company Page Isn’t Being Found — And How to Fix It](https://b2bgrowthco.com/linkedin-seo-get-your-company-page-discovered-more-often/) **Published:** September 12, 2022 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn Company Page SEO guidance for B2B marketers and admins — practical steps to increase visibility and reach. **Content:** Regarding LinkedIn Pages, sometimes it can feel like the proverbial uphill battle. The [LinkedIn](https://www.linkedin.com/company/linkedin/) platform has recently reached one billion members, and 68M+ LinkedIn Company Pages, and the level of effort to stand out is becoming increasingly difficult. For Company Pages especially, not being shown in the Home feed often requires additional effort. Yet still, there are 1.5 billion interactions each month that occur via LinkedIn Pages. Taking a share of these interactions for your business is possible for those who make it a priority in their LinkedIn B2B Strategy. Not all industry opportunities are created equal. Many industries are in the early stages of exploring LinkedIn as a platform for social selling. As such, there is a much bigger opportunity for those companies that start building their presence via their Company Page sooner rather than later. If you haven’t set up a Page for your business, we recommend you purchase a copy of [***Business Gold: Awareness, Authority and Advantage with LinkedIn Company Pages***](https://getbook.at/BusinessGold) on Amazon as it is dedicated to LinkedIn Company Pages and will step you through the process. ## Pay attention to SEO for your Company's LinkedIn Page There are two search engines specifically we are referring to when we talk about SEO for your Company Page – LinkedIn and Google. Having a strategy to get discovered both on the LinkedIn platform and off is important. In today’s world, we type into Google any question we want to be answered. Almost instantly, we are given an abundance of information in return. Yet rarely do we go past the first page of results. The same applies to LinkedIn search results. These search engines work around “keywords”. If you aren’t familiar with the concept of keywords, this article is a great resource “[What are Keywords and How Do You Use Them](https://www.semrush.com/blog/what-are-keywords-simple-keyword-definition/).” Put simply, keywords are what users type into search engines to find information on a topic. The emphasis is on what “users” type, not what you think they type. The best way to discover this is through customer research. As an example, do users, when they search, try “LinkedIn Pages”, “LinkedIn Company Pages”, “Company Pages”, or maybe even “Business Pages”? When you have clarity around what your ideal clients are using in their search terms, you can build your Page on this foundation, supported by content that uses the same keywords and reinforces the message. ## SEO for LinkedIn Company Page - Tagline The LinkedIn Company Page tagline is found just below the Company Page name and is a total of 120 characters long. Be sure to include your keywords here. This will help the LinkedIn algorithm determine if your Company Page is relevant to the search term. [ ![B2B GROWTH CO PAGE HEADER](https://b2bgrowthco.com/wp-content/uploads/2022/09/B2B-GROWTH-CO-PAGE-HEADER-1024x425.webp "B2B GROWTH CO PAGE HEADER - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.linkedin.com/company/good-trading-co-training/) ## SEO for LinkedIn Company Page - About Section In our experience of auditing Company Pages, the About section is consistently the one that has been given very little attention. It is often skipped over with good intentions of returning to it later. Later never comes. Google picks up the first 156 characters in this section as your Page’s description, so use them wisely. You have a total of 2000 character spaces, and we encourage you to utilise as many of them as possible. This would include your contact details to remove friction and make it easy for people to reach out. > "Sprinkle your keywords in the About section. Remember, we are always writing for humans and not algorithms." > > Michelle J Raymond ## SEO for LinkedIn Company Page - Completed Page Set Up A benefit to going back and checking that your Page set-up is 100% complete is that you will receive 30% more weekly views. Find out more about best practices here – “[Pages that are complete get 30% more weekly views](https://business.linkedin.com/marketing-solutions/linkedin-pages/best-practices).” Check for broken links, outdated information or ways that you can really clarify your services and how they are different to your competitors. The CTA button is another easy way to drive more traffic to your website. For Good Trading Co, our aim is to get people to reach out and “Contact Us”, as shown below. ## LinkedIn Company Page Content Indexed by Google To improve the discoverability of your Company Page off LinkedIn via Google, you must create content formats indexed by Google. Two options available are LinkedIn Pages Articles or LinkedIn Pages Newsletters. The same advice applies here: write for people, not algorithms. Your company is uniquely positioned to create original industry-leading articles that show brand thought leadership. The articles written based on keyword research should be valuable for your target audience. What challenge is your audience having? Where do you see your industry going? What are the challenges and trends your business has identified? ## SEO for Your LinkedIn Company Page is Your Competitive Advantage Brands have a real opportunity to drive conversations on the platform on industry-relevant topics. Make sure it’s your brand leading the conversation and not your competition! No prizes for second as my mum would always say (competitive much?) Cheers MJR ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. Book a free intro call to discuss how best we can serve you [**here**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Company Pages --- ### [Is Your LinkedIn Content Being Cited by AI?](https://b2bgrowthco.com/linkedin-content-cited-by-ai/) **Published:** July 22, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Discover how LinkedIn articles, Company Page posts and employee expertise can earn AI citations—and how B2B marketers can track what’s working. **Content:** This is something I’m pretty excited about right now. The prize for creating strong LinkedIn content may now be much bigger than reach, engagement, and what happens inside the LinkedIn home feed. The same Company Page posts, employee content, and expert insights you’re already creating could also help your brand appear in AI-generated answers. That means your LinkedIn work may be doing more heavy lifting than you realise. But there’s a catch. You need to know what’s actually being cited, where your brand is missing and whether competitors are getting the visibility instead. Because this isn’t an invitation to create more content for the sake of it. It’s an opportunity for B2B brands to get smarter about where they focus their time, budget and expertise. Right now, most marketing teams I talk to are still flying blind, and I want to share how to fix this. [ ![TOP SOCIAL MEDIA CHANNELS OTTERLYAI WITH MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/07/TOP-SOCIAL-MEDIA-CHANNELS.webp "TOP SOCIAL MEDIA CHANNELS OTTERLYAI WITH MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://otterly.ai/?via=michelleai) ## LinkedIn Content Is Already Being Cited By AI [OtterlyAI](https://otterly.ai/?via=michelleai) analysed more than 1.3 million LinkedIn citations across ChatGPT, Perplexity, Google AI Overviews, Google AI Mode, Microsoft Copilot and Gemini. > The research found that LinkedIn accounted for nearly one in eight social media citations in AI search. This means that LinkedIn content isn’t only being seen in the feed. It can also become part of the information AI platforms use when answering buyer questions. But the research also showed that not all LinkedIn content is treated equally. - Long-form LinkedIn articles accounted for 72.2% of content citations, compared with 26.1% for posts. - Content from named individuals also received a larger share of citations than content from Company Pages or unattributed content. That doesn’t mean Company Pages no longer matter. It means brands need to think more strategically about the different roles played by the Page, employees, subject-matter experts, and owned website content. [ ![LINKEDIN SHARE OF AI CITATION OTTERLYAI WITH MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/07/LINKEDIN-SHARE-OF-AI-CITATION-OTTERLY-AI-WITH-MICHELLE-J-RAYMOND-1024x783.webp "LINKEDIN SHARE OF AI CITATION OTTERLYAI WITH MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://otterly.ai/?via=michelleai) ## AI Reference Value Is Different From LinkedIn Popularity One of the findings that made me happiest was that LinkedIn engagement didn’t predict AI citations. Likes, comments, hashtags, emojis, images, and videos all showed little to no positive relationship with how often content was cited. > **What performs well in the feed isn’t necessarily what becomes a useful source for AI.** This makes me want to do a happy dance. - LinkedIn engagement measures how people respond to content on the platform. - AI citations reflect whether content provides a clear, complete and useful answer to a particular question. 🥳 The research doesn’t prove that publishing a longer article or writing under an individual’s name will automatically earn citations. It only examined LinkedIn URLs that had already been cited, so the findings show patterns rather than a guaranteed formula. But the direction is clear. **Reference value matters more than surface-level popularity.** [ ![LINKEDIN CITATION POST VS ARTICLE OTTERLYAI WITH MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/07/LINKEDIN-CITATION-POST-VS-ARTICLE-OTTERLY-AI-WITH-MICHELLE-J-RAYMOND.webp "LINKEDIN CITATION POST VS ARTICLE OTTERLYAI WITH MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://otterly.ai/?via=michelleai) ## This Strengthens The Case For Company Pages and People I’ve said for years that LinkedIn works best as a team sport. The Company Page builds the official brand presence. Employees and subject matter experts bring experience, expertise and personal credibility. The opportunity isn’t to choose between the Company Page and employees. It’s to coordinate them, or as I call it, “The Power of Two”. 1. The Page can create clarity around what the organisation does and wants to be known for. 2. Employees can add individual insight, proof and experience. 3. Website content can provide deeper, owned resources. Together, those assets give both buyers and AI platforms a clearer picture of the brand. The next challenge is proving whether that approach is working. [ ![Pie chart showing AI search sources: 87.8% person content and 12.2% company content (OtterlyAI study).](https://b2bgrowthco.com/wp-content/uploads/2026/07/LINKEDIN-CITATION-PERSON-VS-PAGE-OTTERLY-AI-WITH-MICHELLE-J-RAYMOND.webp "LINKEDIN CITATION PERSON VS PAGE OTTERLYAI WITH MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://otterly.ai/?via=michelleai) ## How Do You Know Whether Your LinkedIn Content Is Being Cited by AI? You could manually enter the same prompts into ChatGPT, Perplexity, Google AI and the other platforms. Then you could record: - whether your brand appeared - which competitors were mentioned - where your brand appeared in the answer - which pages and domains were cited - how those answers changed over time That quickly becomes unmanageable and certainly isn’t scalable or something that happens on autopilot. **[OtterlyAI](https://otterly.ai/?via=michelleai) is an AI Search Monitoring and Optimisation Platform that automates this process.** - You choose the conversational prompts that matter to your buyers, and OtterlyAI monitors the answers across major AI search platforms. It tracks brand mentions, competitor visibility and the websites or individual pages being cited. - Important note: it works alongside existing SEO tools, not replaces them. Traditional SEO tools help you understand how your website performs in search. [OtterlyAI](https://otterly.ai/?via=michelleai) helps answer a different question: **Does AI mention your brand, cite your content, and include you in the answers buyers receive?** [ ![DO YOU KNOW IF AI IS RECOMMENDING YOU OTTERLYAI WITH MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/07/DO-YOU-KNOW-IF-AI-IS-RECOMMENDING-YOU-OTTERLY-AI-WITH-MICHELLE-J-RAYMOND-1024x364.webp "DO YOU KNOW IF AI IS RECOMMENDING YOU OTTERLYAI WITH MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://otterly.ai/?via=michelleai) ## What Marketers Can Learn From Citation Gaps A brand mention tells you that an AI platform included your name. A citation shows which page it used as a source. That could be: - your website - a LinkedIn article or newsletter - content connected to an employee or expert - an industry publication - a competitor’s website - another third-party source [OtterlyAI](https://otterly.ai/?via=michelleai) tracks cited domains and individual URLs so teams can see which sources are being used and where gaps exist. This allows marketers to move beyond: > We need to create more content. And ask a better question: > Which buyer questions are we missing from, and which sources are AI platforms currently using instead? That evidence can help shape LinkedIn content, website resources, SEO, thought leadership and PR activity. [ ![SEE WHERE CITATIONS DRIVE VISIBILITY OTTERLYAI WITH MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/07/SEE-WHERE-CITATIONS-DRIVE-VISIBILITY-OTTERLY-AI-WITH-MICHELLE-J-RAYMOND-1024x478.avif "SEE WHERE CITATIONS DRIVE VISIBILITY OTTERLYAI WITH MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://otterly.ai/?via=michelleai) ## See How OtterlyAI Works ## Final Thoughts The real value isn’t finding one positive mention when you look at the data and your AI citations. It’s seeing: - where your brand is missing - which competitors are appearing instead - which sources AI platforms trust - where your next content opportunity may be **[Start an OtterlyAI free trial today here.](https://otterly.ai/?via=michelleai) Let me know what you discover in the comments.** Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Employee Advocacy, LinkedIn, LinkedIn Strategy, LinkedIn Tips **Tags:** AI Cited Content, LinkedIn, OtterlyAI --- ### [High-Performing LinkedIn Teams for B2B Organisations](https://b2bgrowthco.com/high-performing-linkedin-teams/) **Published:** July 20, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** A high-performing LinkedIn team is bigger than employee advocacy. It brings Company Pages, marketing, leaders, employees, sales and regional teams together around a shared strategy. This article explains the roles, foundations and practical steps B2B organisations need to build clarity, confidence and alignment on LinkedIn. **Content:** # What Is a High-Performing LinkedIn Team? A Framework for B2B Organisations A strong LinkedIn presence is rarely created by one person. It’s not built by the Company Page manager working harder, a senior leader posting occasionally or a group of employees being asked to share company content. Those activities may help, but they don’t automatically create a coordinated LinkedIn strategy. For complex B2B organisations, the bigger opportunity is to build a high-performing LinkedIn team. That team may include marketing, Company Page administrators, leaders, subject matter experts, sales teams, employees and regional marketers. They won’t all contribute in the same way, but they should understand the role they play and how their activity supports the wider organisation. Employee advocacy can be part of this approach. It is not the whole strategy. ## What Is a High-Performing LinkedIn Team? A high-performing LinkedIn team is a coordinated group of people who understand how the organisation uses LinkedIn, what it’s trying to achieve and how their individual roles contribute to the wider strategy. The team operates from a shared game plan rather than a collection of disconnected activities. Marketing may lead the strategy. The Company Page may provide the central brand platform. Leaders and subject matter experts may contribute expertise and visibility. Employees may support content, join conversations or share relevant insights. Sales teams may bring buyer knowledge, while regional teams help the organisation remain locally relevant. The goal is not to make everyone a content creator. The goal is to create the clarity, confidence and alignment required for the organisation to work together on LinkedIn. This matters because the LinkedIn challenges facing many B2B organisations are not caused by a lack of activity. These organisations are often already posting, publishing newsletters, encouraging employees and supporting leader visibility. The problem is that this work has developed in separate pockets rather than through one coordinated system. ![THE GAME OF LINKEDIN - MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING ON STAGE AT SMMW](https://b2bgrowthco.com/wp-content/uploads/2026/01/IMG_6649-1013x1024.webp "THE GAME OF LINKEDIN - MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING ON STAGE AT SMMW - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## A LinkedIn Team Is Bigger Than the Social Media Team The marketing or social media team may own the Company Page, but it cannot carry the organisation’s entire LinkedIn presence alone. The Company Page can provide consistency, credibility and a central place for the organisation’s story. It can help buyers understand what the business does, what it stands for and why it matters. People add something different. Leaders build credibility. Subject matter experts provide specialist knowledge. Employees bring human perspective. Sales teams understand the questions buyers ask. Regional teams know the language, priorities and cultural context of their markets. A high-performing LinkedIn team brings these strengths together. That doesn’t mean everyone must post every week. Some people may create original content. Others may comment, contribute ideas, support the Company Page or help marketing understand what buyers are discussing. The roles can be different, but the direction should be shared. ## What Stops B2B Organisations Performing as One Team? Most organisations don’t set out to create a disconnected LinkedIn presence. It happens gradually. The Company Page develops one content programme. Leaders receive separate support. Employees are encouraged to become more active. Regional teams publish for local audiences. Sales shares its own material, while internal departments continue sending requests to the Page manager. Each activity may appear reasonable on its own. Together, they can create duplication, inconsistency and confusion. Ownership is often one of the first problems. The global marketing team may manage the main Company Page. Regional marketers may run local Pages. Corporate communications may control approvals. Human resources may request recruitment content. Sales may want product posts. Leaders may have their own visibility priorities. Responsibility exists across the organisation, but accountability is unclear. The Company Page can then become a place where internal requests are published rather than a strategic platform built for buyers. Employees may be asked to participate without being given clear guidance. Leaders may agree that visibility matters but remain unsure what to say or how much time they are expected to invest. The organisation is active, but activity is not the same as alignment. ![CLARITY COMES FROM RESTRAINT SLIDE MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/06/CLARITY-COMES-FROM-RESTRAINT-SLIDE-1024x696.avif "CLARITY COMES FROM RESTRAINT SLIDE MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## The Three Foundations of a High-Performing LinkedIn Team A high-performing LinkedIn team needs three foundations: clarity, confidence and alignment. **Clarity** The organisation must understand why it is using LinkedIn and what business value the platform is expected to create. That includes agreeing on the priority audiences, what the business wants to be known for and what role the Company Page should play in the buyer journey. Clarity also applies internally. People need to know who owns the strategy, who manages the Company Page, how content requests are assessed and where leaders, employees, sales and regional teams fit. Without that clarity, teams tend to react. They publish what is requested, copy what competitors are doing or increase posting frequency when results decline. Posting more does not fix a lack of direction. **Confidence** People participate more effectively when they know what good looks like. Page administrators need practical guidance for prioritising content and managing internal stakeholders. Leaders need realistic ways to share expertise. Employees need to understand what they can discuss and how to contribute without sounding scripted or self-promotional. Governance plays an important role here. Good governance is not simply a legal document that tells people what to avoid. It should provide clear expectations, useful examples, decision-making processes and practical boundaries. The purpose isn’t to control every action. It’s to help people feel safer and more capable when they act. **Alignment** Alignment means the Company Page and the people behind the organisation reinforce one another. It does not mean everyone publishes identical content or uses the same script. Global and regional teams may work from shared strategic priorities while adapting content for their markets. Leaders may explore the same themes as the Company Page but bring their own experience and perspective. Employees may join relevant conversations without simply copying company posts. Alignment creates consistency in direction without removing the value of individual voices. These three outcomes sit at the centre of a coordinated organisational approach to LinkedIn. ## Where Employee Advocacy Fits Employee advocacy is one part of a high-performing LinkedIn team, but the term is often used too narrowly. It can become focused on asking employees to share company posts, use pre-written captions or amplify campaigns. That may create more distribution, but it does not necessarily build expertise, trust or meaningful participation. A stronger approach recognises that employees have different levels of confidence, interest and experience. One employee may begin by following the Company Page and reacting to relevant posts. Another may leave thoughtful comments. Someone else may share customer insights, contribute ideas to the content team or eventually create original content. Participation should be treated as a progression rather than an all-or-nothing expectation. The organisation doesn’t need every employee to become a personal brand. It needs to make useful participation clearer, safer and easier. ![MICHELLE J RAYMOND LINKEDIN EXPERT HARNESS EMPLOYEE ADVOCACY ON LINKEDIN](https://b2bgrowthco.com/wp-content/uploads/2026/07/HARNESS-EMP-ADVOCACY-ON-LINKEDIN-LANDSCAPE-1024x576.webp "MICHELLE J RAYMOND LINKEDIN EXPERT HARNESS EMPLOYEE ADVOCACY ON LINKEDIN - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## How Company Pages and People Work Together This is where the Power of Two becomes important. The Company Page provides brand consistency, authority and a central platform for the organisation’s story. People provide relationships, expertise, perspective and access to networks the Page cannot reach on its own. Neither side should be expected to do the whole job. Company Page content can give leaders and employees useful ideas to discuss or build on. Insights from employees, customers and sales teams can help the Page become more relevant to the market. This doesn’t mean duplicating the same post across multiple profiles. It means connecting the organisation’s point of view with the real experiences and expertise of the people behind it. ## The Roles Within a High-Performing LinkedIn Team Every organisation will structure its team differently, but the following roles are commonly involved. The strategist sets the objectives, priority audiences and overall direction. The Company Page team manages the central brand platform, content programme and community activity. Leaders and subject matter experts contribute credibility, expertise and perspective. Employees and sales teams support conversations, relationships and buyer insight. Regional and business-unit teams adapt the wider strategy for local audiences and market priorities. One person may hold more than one role. In a global organisation, each role may involve several teams across multiple markets. The exact structure matters less than whether responsibilities are understood and connected. ## How to Assess Whether the Team Is Working The Four Cs provide a practical way to assess the wider LinkedIn system. **Clarity:** Can the right audience quickly understand who the organisation helps, what it does and why it matters? **Content:** Does the content address buyer priorities, demonstrate expertise and support the organisation’s strategic goals? **Community:** Is the organisation building relationships and creating realistic opportunities for employees, leaders, customers and partners to participate? **Cadence:** Can the team maintain a consistent rhythm without sacrificing quality or overwhelming its resources? These questions move the conversation beyond individual post performance. They help marketing leaders assess whether the organisation is building a sustainable capability rather than relying on isolated activity. ## How to Start Building a Stronger LinkedIn Team Start with the business rather than the content calendar. Agree on what LinkedIn needs to achieve, who the priority audiences are and how the platform supports brand awareness and demand generation. Clarify ownership. Define what the Company Page is there to do and how internal requests will be assessed. Decide how leaders, employees, sales and regional teams can contribute in realistic ways. Create practical guidelines and playbooks that people will use. Train teams according to their roles rather than giving everyone the same generic advice. Finally, review the system regularly. Look beyond impressions and follower growth to the signals that show whether the right people are discovering, understanding and trusting the organisation. ## Final Thoughts A high-performing LinkedIn team is not created by asking more people to post. It’s built by giving the organisation a shared strategy, clear roles and practical ways for the Company Page and its people to support one another. Employee advocacy can play an important part, but it’s only one part of a much bigger system. When marketing, leaders, employees, sales and regional teams understand how they contribute, LinkedIn becomes more than a publishing channel. It becomes an organisational capability. **LinkedIn is a Team Sport.** Cheers! Michelle J Raymond ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Employee Advocacy, LinkedIn, LinkedIn Strategy, LinkedIn Tips **Tags:** Employee Advocacy, LinkedIn, LinkedIn Company Page --- ### [Why LinkedIn Is Being Cited by AI (And What Marketers Are Getting Wrong)](https://b2bgrowthco.com/why-linkedin-is-being-cited-by-ai-and-what-marketers-are-getting-wrong/) **Published:** February 28, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn is increasingly cited in AI answers, but most marketers are drawing the wrong conclusions. Discover why indexed LinkedIn content appears in AI results and what B2B marketers should focus on instead of simply posting more. **Content:** A recent study by [Semrush](https://www.linkedin.com/company/semrush/) analysed more than **230,000 AI prompts** and looked at which websites are most frequently cited in AI answers. One result immediately caught the attention of marketers. LinkedIn ranked as the **second most cited domain**, behind only [Reddit, Inc.](https://www.linkedin.com/company/reddit-com/) ![TOP CITED DOMAINS MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2026/02/TOP-CITED-DOMAINS-785x1024.webp "TOP CITED DOMAINS MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") At first glance, this seems like fantastic news for B2B marketers. Naturally, many people jumped to the same conclusion. *“Great. We just need to post more on LinkedIn.”* Unfortunately, that’s not what the data actually means. And misunderstanding this could send your LinkedIn strategy completely off track. [ ![LinkedIn SEMRUSH AI Citing](https://b2bgrowthco.com/wp-content/uploads/2026/02/LinkedIn-SEMRUSH-AI-Citing-1024x839.webp "LinkedIn SEMRUSH AI Citing - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.semrush.com/blog/most-cited-domains-ai/?utm_source=linkedin&utm_medium=post&utm_campaign=socialorganic_seo&utm_term=social_organic&utm_content=nov27) ## Why LinkedIn Appears So Often in AI Answers AI tools such as ChatGPT, Google AI Overviews and Perplexity don’t “watch the LinkedIn feed”. Instead, they pull information from **indexed pages across the internet**. Search engines and AI systems tend to favour sources that include: - Structured content - Stable URLs - Clear authority signals - Trusted domains. [LinkedIn](https://www.linkedin.com/company/linkedin/) is one of the most trusted professional platforms on the internet, which is why it frequently appears in AI citations. According to LinkedIn itself, the platform has **over 1.3 billion members worldwide**, making it one of the largest professional knowledge networks available online. [ ![LinkedIn Pressroom Member Map MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/02/PressroomMemberMapFY26Q2pngoriginal-1024x576.webp "LinkedIn Pressroom Member Map MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://news.linkedin.com/about-us) When structured content exists on LinkedIn, it becomes highly visible to search engines and AI models. But this is where an important distinction appears. Not all LinkedIn content is equally discoverable. ## How AI Systems Actually Cite LinkedIn Content AI systems typically cite LinkedIn content when it exists as **structured pages that search engines can index**. The LinkedIn assets most likely to be cited include: - LinkedIn Profiles demonstrating professional expertise (depending on settings) - LinkedIn Company Pages describing a business and its services - LinkedIn Articles and Newsletters containing structured knowledge. Short-form feed posts are much less likely to be cited. That’s because they are designed for **conversation and engagement**, not long-term discoverability. For B2B marketers, this distinction matters. Activity in the feed does not automatically translate into discoverability in search engines or AI answers. ![MICHELLE J RAYMOND - LINKEDIN EXPERT AND KEYNOTE SPEAKER](https://b2bgrowthco.com/wp-content/uploads/2025/06/MJR-PRESENTING-AT-SMMW25-1024x683.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT AND KEYNOTE SPEAKER - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## The LinkedIn Assets That Matter Most for AI Visibility If your goal is visibility beyond the LinkedIn feed, these assets are where your focus should be. ### 1. LinkedIn Profiles A LinkedIn Profile is one of the most powerful professional identity pages on the internet. A well-optimised LinkedIn Profile clearly communicates: - Expertise - Industry - Areas of authority. These signals help search engines and AI systems understand what someone is known for. This is why LinkedIn profiles often appear in Google search results for professional queries. If you need help optimising your LinkedIn Profile, check out our [LinkedIn Profile Writing Service](https://b2bgrowthco.com/linkedin-profile-writing/). ### 2. LinkedIn Company Pages A LinkedIn Company Page acts as a structured representation of your brand. Industry categories, products, services and descriptions help search engines understand: - What your company does - Which industry it operates in - What problems it solves. For many B2B organisations, the Company Page is the most authoritative LinkedIn asset representing the business online. **👉 Want to learn the current best practices for LinkedIn Company Page?** [**LinkedIn Company Page Training for Page Admins.**](https://b2bgrowthco.com/company-page-training/) **👉 Need help and looking to outsource to a specialist agency? [LinkedIn Company Page Management Service.](https://b2bgrowthco.com/company-page-management/)** [ ![THE LINKEDIN 4 C'S PAGE METHOD MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2026/02/212_1-1024x576.webp "THE LINKEDIN 4 C'S PAGE METHOD MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-pages-in-2026-what-to-stop-and-start-doing/) Learn how to optimise your LinkedIn Company Page 2026 ### 3. LinkedIn Articles and Newsletters LinkedIn Articles and Newsletters create **permanent content pages**. Unlike feed posts, these pages have: - Stable URLs - Structured formatting - Searchable content. That makes them much easier for search engines and AI tools to index and reference. As AI search becomes more prominent, structured content like this will likely become even more important. **Hint: This doesn’t automatically mean that a LinkedIn newsletter is the right strategy for your business or guarantee success.** ## Why Posting More on LinkedIn Isn’t the Answer There is currently a rush of marketers trying to “win AI”. Just like every marketing trend before it. But the brands that benefit most will not be the ones posting the most. They will be the ones whose expertise is **easier to understand and reference online**. That means focusing on: - Clear positioning - Structured content - Authority signals across platforms. > In other words: Strategy still wins. ## What This Means for Your B2B LinkedIn Strategy If LinkedIn is going to become an increasingly important source for AI answers, marketers need to think beyond posting activity. Instead, focus on building a **structured LinkedIn presence** that communicates authority. This includes: - Optimising leadership profiles - Strengthening the Company Page structure - Publishing thought leadership content - Aligning messaging across LinkedIn and your website. For many organisations, the LinkedIn Company Page becomes the **central hub of their professional digital identity**. Yet it is often the most underutilised asset in their marketing strategy. ## Improve Your LinkedIn Company Page Strategy If you’re responsible for LinkedIn marketing in your organisation, this shift presents an opportunity. Not to chase the latest tactic. But to build a digital footprint that search engines and AI systems can trust. At [B2B GROWTH CO – Grow Your B2B on LinkedIn](https://www.linkedin.com/company/b2b-growth-co/), we work with marketing teams to review and optimise their LinkedIn Company Pages and business LinkedIn marketing strategy through a **Company Page Audit and Strategy session**. These sessions help businesses: - Identify gaps in their LinkedIn presence - Improve positioning and messaging - Strengthen their authority signals - Create a clear roadmap for LinkedIn growth. You can learn more about the service here: ## Final Thoughts If someone asks ChatGPT, Google AI or Perplexity a question about your industry… The goal isn’t just visibility. It’s being the source that gets cited. That starts with building a LinkedIn presence designed for **authority, not just activity**. Cheers **Michelle J Raymond** PS: If you read this far, you obviously enjoy newsletters. Get more exclusive insights by subscribing to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Company Pages, LinkedIn Tips --- ### [StreamYard Alternatives for Video Podcasts: 4 Tools Tested](https://b2bgrowthco.com/streamyard-alternatives-video-podcasts/) **Published:** July 8, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** After StreamYard proposed a major price increase, Michelle J Raymond tested Riverside, Restream, Descript and Boomcaster for video podcast recording, green-screen performance and occasional livestreaming. Here’s what worked, what didn’t and which tools she chose for her podcast workflow. **Content:** I wasn’t looking for a platform to record my video podcast. I’d been using StreamYard to record the *Social Media for B2B Growth* podcast for the best part of five years. I knew how to use it; guests could join without any trouble; it was reliable, and I could livestream whenever I wanted. Then StreamYard sent me a notification that it was going to jack up my price from around $800/year to almost $4,000/year!!!! I would now be forced to go onto a Business plan and not use it as an individual creator. That was the push I needed to look properly at the alternatives. I tested [Riverside](https://www.linkedin.com/company/riverside-fm/), [Restream](https://www.linkedin.com/company/restreamio/), [Boomcaster](https://www.linkedin.com/company/boomcaster/) and [Descript](https://www.linkedin.com/company/descript/) to see whether any of them could replace [Streamyard](https://www.linkedin.com/company/streamyard/) for my video podcast, while still giving me the option to run an occasional livestream. But my comparison came with one important requirement that won’t apply to everyone. **I need to use a green screen.** It isn’t optional because of the way my room is set up. A platform could offer excellent recording quality, separate tracks, AI editing tools, and a much lower price, but if it couldn’t handle my green screen properly, it wouldn’t work for me. I also needed to consider more than what happened while I was recording. My podcast still had to be edited, turned into video content and prepared for publishing. This is my honest experience of all five platforms, based on the job I actually need them to do. ## What I Needed From the Platform My video podcast was the priority. Livestreaming mattered, but only occasionally. I needed: - Reliable green-screen or background replacement - Clean edges without flickering or parts of the image disappearing - Good video and audio quality - Separate downloadable tracks - A simple experience for guests - Camera controls that worked properly with my Logitech Brio - Occasional LinkedIn and YouTube livestreaming - A price I could justify This also meant I had to ask a bigger question: **Was I looking for one platform that could do everything, or was I better off using the best recording platform alongside a separate editing tool?** That became one of the most important parts of the comparison. ## Descript: Could It Become the Centre of My Workflow? Descript was slightly different from the other platforms I tested. I’ve been a longtime user, and I do all my editing in Descript. However, this was my first time trying **Descript Rooms Recordings**. **My Pros** - No need to pay for any new subscriptions - Recording and editing the file could be done in one place **My Cons** - No livestreaming capability. Would need to use something else for this. - Templates for layouts weren’t there. - Had trouble getting the HD1080 recording, and it wanted to stick with 720. - Didn’t handle my greenscreen great. Some of which can be handled in post-production if I’m just recording. **Final Verdict on Descript** I’ll still be a big fan of Descript as it makes my podcast production so easy, but it won’t be an option to replace StreamYard on the recording side. I recommend you test it for yourself if you aren’t using it to edit your videos. [Try Descript here.](https://get.descript.com/yaifzvkdqkpc) ![MICHELLE J RAYMOND DESCRIPT FOR VIDEO STREAMING](https://b2bgrowthco.com/wp-content/uploads/2026/07/DESCRIPT-SCREENSHOT-1024x655.webp "MICHELLE J RAYMOND DESCRIPT FOR VIDEO STREAMING - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ ![DESCRIPT PRICING - VIDEO STREAMING COMPARISON MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/07/DESCRIPT-PRICING-VIDEO-STREAMING-COMPARISON-MICHELLE-J-RAYMOND-1024x592.avif "DESCRIPT PRICING - VIDEO STREAMING COMPARISON MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.descript.com/?pscd=get.descript.com&ps_partner_key=bWljaGVsbGVyYXltb25kNDk5OQ&ps_xid=HTdlN6uSrlTjFE&gsxid=HTdlN6uSrlTjFE&gspk=bWljaGVsbGVyYXltb25kNDk5OQ) ## Restream - Came Highly Recommended I’ve only ever used Restream as a guest and not as the producer. It did, however, come highly recommended by several people in my community whom I respect. **My Pros** - [🎬 Anya Razina](https://www.linkedin.com/in/anya-with-restream/)reached out to offer help and was very responsive in my DMs. Real human support seems rare these days. - The price point was really competitive and offered good value for the features included. - Reasonably simple interface to find your way around. - Does what it says and isn’t overwhelming with features you won’t need. - Ok job with the green screen but couldn’t adjust it. **My Cons** - Really hard to work out the process for setting up LinkedIn Live and connecting it with Restream. I tried to apply the same process I used in StreamYard, where you create the LinkedIn event first and match it to the event in Restream, but somehow ended up with a new event. So, we lost the people who had accepted the invitation to the LinkedIn live. I’m sure experience would fix this, and the recommendation is to set up in Restream first. - A couple of technical things for me were missing, e.g., testing sound to make sure I was connected right. Could only test the mic, not the speakers. Update: [Here is the help article from Restream for setting up LinkedIn Lives and connecting in Restream](https://support.restream.io/en/articles/5649825-stream-to-an-existing-linkedin-event). **Final Verdict on Restream** If you are looking for something that is relatively simple and not overwhelming with features, this is it. Sometimes you just need something that does the job at a good price and nothing more. That’s not a bad thing, and I think Restream does a good job of this. [ ![TIM TAM TIP UK EDITION MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2026/07/TIM-TAM-TIP-UK-EDITION-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x437.webp "TIM TAM TIP UK EDITION MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.linkedin.com/event/manage/7481256011077615616/) ![RESTREAM PRICING VIDEO STREAMING COMPARISON MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/07/RESTREAM-PRICING-VIDEO-STREAMING-COMPARISON-MICHELLE-J-RAYMOND-1024x744.webp "RESTREAM PRICING VIDEO STREAMING COMPARISON MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Boomcaster - The Wildcard I’d never heard of Boomcaster until [Neal Veglio](https://www.linkedin.com/in/nealveglio/) nominated it as his choice. I trust Neal when it comes to quality for [Social Media for B2B Growth Podcast](https://www.linkedin.com/showcase/social-media-for-b2b-growth-podcast/) strategy, so this was no different. Knowing Neal, I knew that this would focus on high-quality audio recordings, and indeed it did. I’m not an audio expert but you can tell from all the settings options this is a focus. **My Boomcaster Pros** - Good starter pricing options - Livestreaming destinations are easy to connect to - High-quality recordings – both local, web and Studio Composed, which is the best of the best **My Boomcaster Cons** - Some issues with Green Screen video. The Boomcaster team are looking into this for me. I resolved this in post-production in Descript, but it wouldn’t have been great if I were live streaming. [Try Boomcaster for Free](https://www.boomcaster.com/?ref=16CIP3VOy9yUA10Ez) ![YOUTUBE PREMIUM MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/07/YOUTUBE-PREMIUM-MICHELLE-J-RAYMOND-1024x716.webp "YOUTUBE PREMIUM MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ ![BOOMCASTER MICHELLE J RAYMOND STREAMING COMPARISON](https://b2bgrowthco.com/wp-content/uploads/2026/07/BOOMCASTER-MICHELLE-J-RAYMOND-STREAMING-COMPARISON-1024x472.avif "BOOMCASTER MICHELLE J RAYMOND STREAMING COMPARISON - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.boomcaster.com/?ref=16CIP3VOy9yUA10Ez) ## Riverside 2.0 - Would It Live Up To The Hype? I have to say that, historically, I haven’t been a fan of [Riverside](https://www.linkedin.com/company/riverside-fm/). I’ve used it as a guest on other people’s podcasts and have had issues with recordings buffering. I couldn’t change my green screen background and a few other things. It’s the one platform I’ve had to do more re-recordings than any others. Recently, Riverside launched 2.0, which, in their words, was a complete rebuild of the platform. Lots of AI features, newsletters and soon-to-come MCP. The changes are to help people record, edit and create content all in one place. **My Riverside Pros** - The layout is quite intuitive and easy to work around - Lots of features included for the price. Excellent value - All**–**in**–**one option for recording, livestreaming, editing, social clips etc - Potential to save on other subscriptions **My Riverside Cons** - I’m still hesitant to trust the platform will do what it needs to – record quality. Need to do more testing both on my side and as a guest - The Green Screen function isn’t great. It’s AI, not Chroma Key, so maybe this will improve with time - Grrr – planned a “Recording” but somehow there is a default that was on to Go Live to Socials. I wasn’t planning to go “Live”. So I ended up with a version on LinkedIn I didn’t want to go there. 😡 ![Person wearing large over-ear headphones in a wood-paneled recording studio; name tag reads Michelle J Raymond.](https://b2bgrowthco.com/wp-content/uploads/2026/07/MICHELLE-J-RAYMOND-GREEN-SCREEN-HALO-1024x626.webp "MICHELLE J RAYMOND GREEN SCREEN HALO - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## My Final Riverside 2.0 Verdict In terms of best bang for buck, Riverside would be hard to beat. Especially when it lets you save on other subscriptions. But I still hesitate to recommend this until I’ve done enough research to fully trust the 2.0 version. If it turns out to be reliable, this is certainly an option I’d consider for both my podcast and my livestreams. ![RIVERSIDE STREAMING PLAN MICHELLE J RAYMOND COMPARISON](https://b2bgrowthco.com/wp-content/uploads/2026/07/RIVERSIDE-STREAMING-PLAN-MICHELLE-J-RAYMOND-COMPARISON-1024x594.webp "RIVERSIDE STREAMING PLAN MICHELLE J RAYMOND COMPARISON - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## One Platform or a Combination of Tools? At the beginning of this process, I assumed I was looking for one direct replacement for StreamYard. By the end, I realised there were two possible decisions. 1\) Is it going with an all in one. 2\) Would multiple products replace Streamyard and other tools in my process? That raised a practical question: > Is an all-in-one platform genuinely simpler, or does it mean accepting average performance across several important parts of the workflow? ## Updated Final Verdict I started this process because StreamYard’s proposed price increase forced me to question whether it was still the right platform for my video podcast. What I expected to be a simple search for a cheaper replacement turned into a much broader review of my entire production workflow. I needed a platform that could record a high-quality video podcast, work reliably with the green screen I have to use, make things easy for my guests and still give me the option to livestream occasionally. The final decision wasn’t only about which platform produced the best recording. It was about which combination of tools created the best result without adding unnecessary cost, technical problems or extra work. **My recording choice:** I’m going to try [Boomcaster](https://www.linkedin.com/company/boomcaster/) for the next few months while I test [Riverside](https://www.linkedin.com/company/riverside-fm/). **My editing and repurposing choice:** [Descript](https://www.linkedin.com/company/descript/) **My livestreaming choice:** [Boomcaster](https://www.linkedin.com/company/boomcaster/) or [Riverside](https://www.linkedin.com/company/riverside-fm/) **Would I still pay more for StreamYard?**Honestly, StreamYard is still my preferred tool, but even on an individual plan, it is still double the price and not worth that additional investment. Ultimately, there is never a one-size-fits-all approach that can work. You will need to do your own testing to see what works best for your own set-up, goals, budget and personal preferences. I wish there was a clear winner I could say with conviction, but what I did learn is that you will need to try these out for yourself. Tools other people might like might not work for you or your workflow. I can say that all of the tools I’ve mentioned are worth considering. **Cheers** [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts **Tags:** Podcast Streaming, Video --- ### [Is Your LinkedIn Company Page Set Up for Buyers?](https://b2bgrowthco.com/linkedin-company-page-set-up-for-buyers/) **Published:** July 6, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Your LinkedIn Company Page might make perfect sense to your marketing team, but does it make sense to your buyer? Learn how to improve clarity, build trust and make the next step obvious. **Content:** It’s easy to blame LinkedIn when a LinkedIn Company Page isn’t performing, but after six years of working closely with B2B Marketing teams and their Pages, I’ve found the real problems are usually much closer to home. After doing so many LinkedIn Company Page Audit & Strategy sessions for global B2B organisations, I can now spot what marketing teams have missed and what’s holding their Page back pretty quickly. The biggest issue is usually simple. The Company Page makes sense to the people inside the business because they already understand what the company does. Your buyer doesn’t have that context, and they’re unlikely to spend time trying to work it out. That’s where my 10-Second Test comes in. More on that later… **This article is inspired by an episode of the** [**Social Media for B2B Growth Podcast.**](https://socialmediaforb2bgrowthpodcast.com/) **Listen or watch to get the full impact of this conversation.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/is-your-linkedin-company-page-set-up-for-buyers/id1603908569?i=1000777020476) ## Most Company Pages Are Built for Internal Approval Most LinkedIn Company Pages were set up years ago. The Page Admin today is so far down the line from the actual person who set it up. What usually gets handed over to new Page Admins is a posting schedule, possibly some brand guidelines and a rough idea of how often content should go out. What rarely gets checked again is whether the Page itself still makes sense to the people the business wants to reach. How does that happen exactly? Easier than you might think. This usually happens as the Page Admins are desperately trying to keep internal stakeholders happy. This gets even harder for global B2B organisations. The team tries to fit every product, region, industry and service into one Page so nobody internally feels left out. The result is usually a message so broad that it could belong to almost any competitor. They are about projecting how they want the company to be seen. I’m not sure the client is ever really factored in. A LinkedIn Company Page shouldn’t be a record of everything the business has ever done. Its job is to help the right buyer quickly recognise that your business is relevant to them. [ ![B2B GROWTH CO Company Page Audit Strategy](https://b2bgrowthco.com/wp-content/uploads/2024/08/Company-Page-Audit-Strategy-thumbnail-1024x576.webp "B2B GROWTH CO Company Page Audit Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) ## Clarity Has to Come Before Trust When I review a Company Page, I’m looking for three things in this order: **Clarity, Relevance and Trust.** **Clarity** comes first. Can someone quickly understand what you do, who you help and the problem you solve? If they can’t work that out within ten seconds, you’ve already made the buyer’s job harder than it needs to be. **Relevance** is about whether they can see themselves in the Page. This is where company history and internal language often take over. You may be proud of when the business started, how many offices it has and how many products it sells, but that’s probably not the first thing the buyer needs to know. Their first question is much simpler: can you help me? The best way to make your Page more relevant is to use the language buyers actually use. - Speak to customers. - Ask your sales team what they keep hearing. - Look at the questions that come up in calls, proposals, and new-client meetings. When buyers see their own problems and priorities reflected back to them, they start to feel understood. That’s when trust has something solid to build on. Your content then needs to back that up. Show buyers why they should believe you through: - Customer stories that show real outcomes - Practical advice from your experts - Behind-the-scenes content that shows how the work gets done - Employee expertise that gives the brand a human face - Consistent content around the topics you want to be known for Your Company Page makes the promise. Your content and your people prove it. That’s how trust is built. [**Take the 10 Second Test to find out if your Company Page passes or fails 👇**](https://b2bgrowthco.com/linkedin-company-page-10-second-test/) [ ![10 SECOND RULE - LINKEDIN COMPANY PAGES THUMBNAIL - MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/06/10-SECOND-RULE-LINKEDIN-COMPANY-PAGES-THUMBNAIL-MICHELLE-J-RAYMOND-1024x576.webp "10 SECOND RULE - LINKEDIN COMPANY PAGES THUMBNAIL - MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-10-second-test/) Would your LinkedIn Company Page pass the 10 Second Test? ## Don’t Make Buyers Work Out What Comes Next You can have a clear Page, useful content and plenty of proof, but there’s still one more thing that often gets missed. What do you want the buyer to do next? After they’ve looked through your Company Page and had a poke around, is the next step obvious? Should they follow the Page, visit your website, download a resource, contact sales or speak to someone specific? Don’t make them guess. This doesn’t mean adding six different calls to action. Choose the next step that makes sense for where the buyer is. Someone still researching may want a useful article, guide or customer story. Someone closer to making a decision may want a clear point of contact. Your people and your Page also need to tell the same story. If a buyer finds your business through an employee, salesperson or leader, the Company Page should continue what that person has already started. It shouldn’t feel as though they’ve landed at a completely different company. Before you publish more content, look at the whole journey: - How are buyers finding your LinkedIn Company Page? - What should they understand within ten seconds? - What proof will help them trust the business? - What do you want them to do next? That’s what turns a Company Page from a publishing channel into a useful part of the buyer journey. ## Final Thoughts What do you do? Who do you do it for? What makes your business different? If you can’t answer those questions clearly on your Company Page, there’s no way your ideal buyer can either. [Run the 10-Second Test.](https://b2bgrowthco.com/linkedin-company-page-10-second-test/) Ask someone outside the business to look at your Page for ten seconds, then tell you what they think the company does, who it helps and why someone should choose it. Don’t explain it first. Don’t help them find the answer. You may discover that what feels obvious to your team is only obvious because you work there every day. That’s one of the most common things I see when I audit LinkedIn Company Pages. The good news is that once you can see the gap, you can fix it. So, is your LinkedIn Company Page set up for your business or for your buyer? Cheers! **Michelle J Raymond** PS: Want to hear my LinkedIn updates first? Subscribe to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Employee Advocacy, LinkedIn, LinkedIn Company Pages, LinkedIn Strategy, LinkedIn Tips --- ### [LinkedIn Strategy for B2B Teams: Pages + People](https://b2bgrowthco.com/linkedin-strategy-b2b-marketing-teams/) **Published:** July 5, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Your LinkedIn Company Page matters, but it can't carry your whole B2B strategy alone. Learn why Pages, leaders and employees need to work together to build brand awareness, trust and demand. **Content:** # LinkedIn Strategy for B2B Marketing Teams: Why Your Company Page Needs People Behind It Most B2B marketing teams know their LinkedIn Company Page matters. They know buyers are checking it, prospects are using LinkedIn to research the business and the Page needs to look credible, current and aligned with the brand. But this is where things often go wrong. The Company Page gets asked to carry the entire LinkedIn strategy on its own. Marketing keeps posting. The Page keeps publishing. The content calendar keeps moving. But the results feel harder to earn. Engagement is inconsistent, employee support is patchy and leaders are either too quiet or showing up in a completely different direction. Sales teams aren’t always connected to the activity and regional teams may be doing their own thing. Then someone asks, “Why isn’t LinkedIn working better for us?” My honest answer is that LinkedIn growth doesn’t come from one person or one Page doing more. It comes from your Company Page, leaders and employees working together with the same strategy behind them. That’s why I believe LinkedIn is a team sport. For B2B marketing teams, especially those working across global markets, regions, roles and stakeholders, your LinkedIn Company Page is important. Very important. But it was never designed to do the whole job alone. Your Page creates the foundation. Your people create the trust. When those two work together, LinkedIn becomes far more than a place to post content. It becomes a strategic business channel that supports brand awareness, demand generation and long-term credibility. ## Your LinkedIn Company Page is the Foundation, not the Full Strategy Let’s start here because this is where I see a lot of confusion. Your LinkedIn Company Page isn’t just a digital brochure. It’s not just a place to publish updates and it’s definitely not just somewhere to announce awards, events, webinars, new hires and product launches. Your Company Page is the foundation of your LinkedIn presence. It gives buyers somewhere to land when they want to understand who you are, what you do, who you help and whether your business looks credible. It gives employees a clear reference point for the brand. It gives leaders something consistent to connect back to. It also gives marketing a home base for the messages, proof points and conversations the business wants to be known for. That matters because B2B buyers aren’t making quick impulse decisions. They’re comparing options, checking credibility, looking for signals and building confidence over time. Your Company Page plays a role in that process. But there’s a limit to what the Page can do by itself. A Company Page can build consistency, visibility and credibility. It can show the market that your business is active, relevant and clear about the problems it solves. What it can’t do on its own is replace the human trust that comes from your people. That’s why a Page-only strategy often starts to plateau. The marketing team keeps posting, but the reach feels limited. The Page looks professional, but the conversation feels quiet. The content might be good, but it’s not always travelling far enough or reaching the right people in the right way. That doesn’t mean your Company Page is failing. It usually means it needs a team behind it. For B2B teams that are unsure whether their Page is supporting the business properly, a [LinkedIn Company Page Audit & Strategy](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) can help uncover what’s helping, what’s holding the Page back and where the biggest opportunities sit. ## Why B2B Teams Need People Behind the Page People trust people. That doesn’t mean your Company Page doesn’t matter. It absolutely does. But on LinkedIn, your people give the brand extra context, credibility and reach. Your leaders can share a point of view. Your employees can show what the business looks like from the inside. Your sales team can build relationships in the right conversations. Your subject matter experts can explain what buyers need to understand before they’re ready to make a decision. Your regional teams can bring local relevance to a global message. This is where the opportunity sits for B2B marketing teams. The goal isn’t to turn every employee into a LinkedIn influencer. Please don’t do that. The goal is to help the right people contribute in a way that’s clear, confident and sustainable. Some people will post. Some will comment. Some will share insights with marketing. Some will support the Company Page. Some will help identify customer questions, industry trends or common objections that should become content. Not everyone needs to do the same thing, but everyone does need to understand the bigger picture. This is where many employee advocacy programmes fall apart. The business wants employees to be active, but there’s no clear strategy. Employees are told to “share our posts” or “be more visible”, but they’re not given practical guidance on what that actually looks like. So they either do nothing because they’re unsure what’s expected, or they post generic content that doesn’t help them, the brand or the buyer. Neither option builds trust. If you want your people to support your LinkedIn strategy, you have to set them up for success. That means giving them context, confidence and simple playbooks they can actually use. This is exactly why [Team & Employee Activation](https://b2bgrowthco.com/growth-masterclass/) shouldn’t be treated as a nice-to-have. It’s how you help employees understand how LinkedIn works, where they fit and how they can contribute without feeling like they have to become someone they’re not. ## The Problem with Disconnected LinkedIn Activity Disconnected LinkedIn activity is one of the biggest reasons B2B teams struggle to get consistent results. The Company Page is posting one message, the CEO is talking about something else, sales is focused on short-term outreach and employees are unsure whether they’re even allowed to engage. Add regional teams creating their own versions of the brand and marketing trying to hold it all together, and it’s not hard to see why LinkedIn starts to feel messy. The problem usually isn’t effort. In most cases, there’s plenty of effort. The problem is alignment. When LinkedIn activity is disconnected, the market receives mixed signals. The business becomes harder to understand, the brand feels less consistent and the team misses opportunities to reinforce the same message from different angles. In B2B, clarity matters. If buyers can’t quickly understand what you want to be known for, why it matters and how your business helps, they’ll move on. Not because your business isn’t good enough, but because the message isn’t clear enough. This is why posting more isn’t always the answer. Sometimes posting more just creates more noise. If the strategy is unclear, more content won’t fix it. More employee posts won’t fix it. More formats won’t fix it. More platform updates, templates or hacks won’t fix it either. The work has to start earlier. You need to know who you’re trying to reach, what problem you want to be known for solving and what your Company Page needs to communicate consistently. You also need to know which leaders and employees should be involved, what role LinkedIn plays in brand awareness and demand generation, and how your team will show up across markets, regions and roles. That’s the work. It’s not always glamorous and it’s not always quick, but it’s necessary. For marketing teams that want their Company Page to become more consistent, active and strategically managed, [LinkedIn Company Page Management](https://b2bgrowthco.com/company-page-management/) can support the execution side once the direction is clear. ![CLARITY COMES FROM RESTRAINT SLIDE MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/06/CLARITY-COMES-FROM-RESTRAINT-SLIDE-1024x696.avif "CLARITY COMES FROM RESTRAINT SLIDE MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What a Team-Based LinkedIn Strategy Looks Like A team-based LinkedIn strategy doesn’t mean everyone posting all day. It means everyone understands the role they play. Your Company Page is the home base. It holds the core brand message, builds credibility and shares the company point of view. It supports campaigns, content themes, industry conversations and proof that the business knows what it’s talking about. Your leaders build authority. They bring the human point of view and talk about where the industry is heading, what buyers need to rethink and what the business believes. Their role isn’t to repeat the Company Page. Their role is to make the thinking behind the brand visible. Your employees build trust. They show the people behind the business and add expertise, perspective and lived experience. They help buyers see that the brand isn’t just a logo. It’s made up of people who understand the industry and care about the work. Your sales team builds relationships. They’re often closest to the buyer’s real questions, objections and decision-making process, so their LinkedIn activity should support relationships, not spam inboxes or chase shortcuts. Your marketing team creates alignment. Marketing connects the dots between business goals, buyer needs, content strategy, campaigns, Page activity, leader visibility and employee participation. Your playbooks create consistency. This is what stops the strategy from living in one person’s head. Playbooks help teams understand what good looks like, what to avoid, how to engage, how to post, how to support the Page and how to stay aligned without sounding robotic. That’s the difference between random LinkedIn activity and a real LinkedIn team system. A strong team-based strategy doesn’t remove individuality. It gives people enough structure to show up with confidence. That matters even more for global B2B marketing teams. When you’re working across regions, languages, business units and time zones, you can’t rely on one enthusiastic marketer to hold the whole strategy together. You need shared principles, clear roles and practical guidance that can travel across the organisation. That’s how LinkedIn becomes scalable without becoming soulless. If your team needs practical guidance to manage, optimise and grow the Page with more confidence, [LinkedIn Company Page Training for B2B Teams](https://b2bgrowthco.com/company-page-training/) is designed to help Company Page admins and marketing teams understand what to do and why it matters. For leaders who need to become more visible without outsourcing their voice to generic content, [LinkedIn Thought Leadership for B2B Brands](https://b2bgrowthco.com/thought-leader-pro/) can help bring the executive point of view into the wider LinkedIn strategy. [ ![LinkedIn Thought Leader Pro - B2B GROWTH CO](https://b2bgrowthco.com/wp-content/uploads/2026/06/LinkedIn-Thought-Leader-Pro-thumbnail-1024x576.webp "LinkedIn Thought Leader Pro - B2B GROWTH CO - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/thought-leader-pro/) ## How to Know if Your B2B LinkedIn Strategy Needs Fixing You don’t need to wait until LinkedIn feels completely broken before you review the strategy. Most teams can feel when something is off. Your Company Page may be active, but the content feels more like a broadcast than a conversation. Your posts might be going out, but they’re not clearly connected to business priorities. Your leaders may believe LinkedIn matters, but they don’t show up consistently. Employees might want to support the brand, but they’re unsure what to say. Sales might be active on LinkedIn, but their activity isn’t connected to marketing. Different markets or regions may be using LinkedIn in different ways, with no shared approach. The Page might look professional, but it doesn’t clearly explain what your business wants to be known for. Or the team may be chasing formats, algorithm changes and competitor activity instead of building a strategy around the buyer. You might have a content calendar, but not a clear point of view. You might be measuring likes and impressions, but not asking whether LinkedIn is helping build brand awareness, demand generation and trust with the right audience. If any of this feels familiar, it doesn’t mean your team has failed. It means the strategy needs tightening. This is where I always come back to the fundamentals. Clarity first, then consistency, then contribution from the team. Too many businesses skip straight to activity. They want more posts, more engagement, more employee advocacy and more visibility. But without clarity, the team ends up working harder than it needs to. The best LinkedIn strategies aren’t built on volume. They’re built on alignment. For teams that need a clearer picture of where LinkedIn fits across the whole business, explore [LinkedIn services for B2B brands and teams](https://b2bgrowthco.com/services/) to see how strategy, training and support can work together. ![THE POWER OF TWO MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/07/THE-POWER-OF-TWO-MICHELLE-J-RAYMOND-1024x768.avif "THE POWER OF TWO MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What To Do Next If your Company Page has been doing too much heavy lifting, it’s time to stop treating LinkedIn as one person’s job. Start by reviewing the role your Company Page plays. Is it clear, current, credible and useful to the buyer? Is it aligned with what your business wants to be known for? Does it give people a reason to trust the business before they ever speak to sales? Then look at your people. Are your leaders visible in the right way? Do employees understand how they can contribute? Does sales know how to use LinkedIn to build relationships, not just send connection requests? Does marketing have the internal support it needs to keep everyone aligned? Finally, look at the system behind the activity. Do you have a strategy the team understands? Do you have playbooks people can follow? Do you have training that builds confidence? Do you have a way to measure whether LinkedIn is supporting brand awareness, demand generation and long-term trust? This is where the shift happens. LinkedIn works better when your Company Page and people aren’t treated as separate activities. Your Page gives the brand structure. Your people give the brand credibility. Together, they help buyers see not just what your business does, but why they should trust you. That’s the Power of Two. For B2B marketing teams that want LinkedIn to support real business growth, this is the strategy I’d be building around now. Not more random activity. Not more content for the sake of it. Not more pressure on one marketer to make the Page work harder. The opportunity is to align your Company Page, leaders and employees behind one clear LinkedIn strategy. If you want help bringing that together, B2B Growth Co works with global B2B marketing teams to build practical LinkedIn strategies, training and playbooks that support brand awareness and demand generation. Start with a [LinkedIn Company Page Audit & Strategy](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) or [book an intro call](https://b2bgrowthco.com/contact/) to talk through where your team needs the most support. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Company Pages, LinkedIn Strategy **Tags:** LinkedIn, LinkedIn Company Page --- ### [Why Posting More Won’t Fix Your LinkedIn Company Page](https://b2bgrowthco.com/why-posting-more-wont-fix-your-linkedin-company-page/) **Published:** June 28, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Posting more won’t fix a LinkedIn Company Page that has lost direction. Learn what B2B marketers should check first to rebuild confidence and get their Page back on track. **Content:** Be honest. Are you confident your LinkedIn Company Page is heading in the right direction, or are you posting because you feel like you should and hoping something eventually works? That’s where many B2B marketers and Page admins are right now. They’re not lazy. They’re not beginners. They’re often smart, experienced marketers, but the Company Page analytics don’t tell a good story. Often the numbers are dropping, and nothing they try seems to change this. So they start questioning everything. Is the content wrong? Are Company Pages dead like everyone says? Should the team stop investing time there? Should everyone just post from personal LinkedIn profiles instead? Before you throw the whole strategy out, go back and check the foundations. Confidence on LinkedIn doesn’t come from doing more. It comes from knowing what you’re doing, who it’s for and why it matters. **This article is inspired by an episode of the** [**Social Media for B2B Growth Podcast.**](https://socialmediaforb2bgrowthpodcast.com/) **Listen or watch to get the full impact of this conversation.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/why-posting-more-wont-fix-your-linkedin-company-page/id1603908569?i=1000775165508) ## Why Smart Marketers Lose Company Page Confidence Low numbers can mess with your head. When impressions drop, follower growth slows, and engagement feels quiet, it’s easy to assume the Company Page isn’t working. Then you start looking around at competitors. What are they posting? What formats are they using? Why does their Page look busier than yours? Before long, you’re not making decisions based on your buyer, your strategy or what your business wants to be known for. You’re reacting to what everyone else is doing. The moment you copy competitors, you risk blending in with everyone else. You lose the one thing your business actually has going for it: your own point of view, your own customers, your own expertise, and your own way of doing things. Then come the random tactics. A different content format here. A trend there. A few “quick fixes” someone promised would work. But random tactics rarely rebuild confidence. They usually make the Page feel even more disconnected. The mistake is judging the Page only by surface-level numbers. Yes, numbers matter. But if your only measures of success are impressions, likes and follower growth, you’re missing the bigger picture. A strong Company Page should also help you: - Make it clear what your business does - Show buyers why it matters - Build trust before someone speaks to you - Give employees a clear brand message to support - Help the right people feel like they’re in the right place That’s a stronger way to judge whether your Page is doing its real job. ![Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy](https://b2bgrowthco.com/wp-content/uploads/2025/12/F1A8406-1024x683.webp "Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Stop Asking What to Post and Check the Strategy First When a Company Page feels flat, the first question is usually, “What should we post next?” It sounds practical, but it’s often the wrong question. Before you create another batch of posts, stop and check whether the strategy still makes sense. Not the strategy you vaguely remember from a planning session six months ago. The actual working strategy your team uses to make decisions. Do you have one? Is it documented? Has it been updated? Does the current Page Admin know what it says? Does it reflect what the business is trying to achieve now? This is where the Page can drift off course. The original plan gets buried under requests, approvals, new priorities and “can we just post this?” moments. The Page gets handed from one person to another. Priorities change. Regional teams add requests. Leadership wants one thing. Sales wants another. Marketing is left trying to make it all fit. Before long, the content becomes a collection of updates rather than a clear expression of the business. Go back to the basics: - What does the business want to be known for? - Who are we trying to reach? - What problems does our buyer care about? - What makes us different? - What role should the Company Page play in our wider LinkedIn strategy? This is B2B Growth. No Hacks. It’s not glamorous, but it works. A confident Company Page starts with a clear strategy. If the strategy is missing, outdated or sitting in the proverbial desk drawer, don’t expect the content to feel focused. ## Your Company Page Has to Make Sense to Your Buyer One of the easiest things to overlook is the actual Page itself. Not the latest post. Not the content calendar. Not the algorithm. The Company Page. When was the last time you reviewed your banner, tagline, About section, services, keywords and overall messaging? For many businesses, the answer is “not recently” or “we set it up years ago and haven’t touched it since”. That’s a problem. Your Company Page is often one of the first places people go to sense-check your business. Buyers look at it. Future employees look at it. Partners look at it. Search engines and AI tools are also reading signals from your content and company information. So if your Page is unclear, full of jargon, or written for your internal team rather than your buyer, it creates friction. > **“If you confuse ’em, you lose ’em.”** That line matters because it’s exactly what happens. A buyer lands on your Page and can’t quickly work out what you do, who you help or why it matters. They don’t sit there and solve the puzzle. They move on. Do a simple buyer clarity check: - [Would our ideal buyer know they’re in the right place within 10 seconds?](https://b2bgrowthco.com/linkedin-company-page-10-second-test/) - Is it clear what we do and who we help? - Does our language sound like our buyer’s world? - Are we using keywords naturally, or stuffing them in? - Does this Page reflect who we are today? This is especially important if your business has changed. Maybe your positioning has shifted. Maybe your services have evolved. Maybe your audience is more specific than it used to be. If your Company Page still represents an old version of the business, it will quietly undermine the content you’re working hard to create. ![ONFUSE EM YOU LOSE EM MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2026/06/MJR-CONFUSE-EM-P2-560x1024.webp "IF YOU CONFUSE EM YOU LOSE EM MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Confidence Comes From Ownership, Not Guesswork A confident Company Page needs someone to own it. That doesn’t mean one person does everything or controls every idea. It means there is clear responsibility for the Page, the strategy and the decisions that keep everything moving in the right direction. Without ownership, the Page becomes a dumping ground. Everyone wants their update included. Every team wants visibility. Every region has a priority. Every product needs a mention. And somehow the buyer gets forgotten. This is where clarity matters. Who owns the Company Page? Who approves the strategy? Who contributes ideas? Who decides what gets posted? Who checks whether the Page is still aligned to the business? These questions might sound simple, but they solve many problems. They also make The Power of Two easier to put into practice. Your Company Page and your employees should not be competing with each other. The Page provides clarity to the brand message. Employees bring context, experience, relationships and trust. That’s how LinkedIn becomes a team sport. When the Company Page is clear and employees understand how they can support it, everything feels less random. The Page stops being “just marketing’s job” and starts becoming part of how the business shows up. That’s where real confidence comes from. Not from chasing reach for the sake of it, but from knowing the Page has a clear job, a clear owner and a clear connection to the people behind the brand. ## Final Thoughts If your LinkedIn Company Page confidence has taken a hit, don’t jump straight to “Company Pages don’t work”. That might not be the real problem. The real problem might be that the strategy is out of date. The Page messaging might be unclear. The wrong numbers might be driving the wrong decisions. Ownership might be messy. Or the Company Page might be disconnected from the employees who could help bring the brand to life. The good news is that all of these things can be fixed. [ ![B2B GROWTH CO Company Page Audit Strategy](https://b2bgrowthco.com/wp-content/uploads/2024/08/Company-Page-Audit-Strategy-thumbnail-1024x576.webp "B2B GROWTH CO Company Page Audit Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) Start with one practical check this week. Open your Company Page and look at it through your buyer’s eyes. Would they know who you help, what you do and why they should care? If the answer is no, that’s not a failure. It’s your starting point. Because confidence doesn’t come from posting more and hoping harder. It comes from getting the little things right, then building from there. Cheers! **Michelle J Raymond** PS: Want to hear my LinkedIn updates first? Subscribe to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Employee Advocacy, LinkedIn, LinkedIn Company Pages, LinkedIn Strategy, LinkedIn Tips --- ### [10 NEW LinkedIn Features Ranked Honestly (2026)](https://b2bgrowthco.com/ten-new-linkedin-features-ranked-honestly-2026/) **Published:** June 11, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn keeps rolling out new features, but not all of them deserve your time. Here’s what B2B marketers should ignore, watch and act on. **Content:** LinkedIn keeps rolling out new tools, buttons, filters, feeds and AI updates. Some are genuinely useful. Some are fun. Some are over-hyped. Some feel like they exist more for LinkedIn’s goals than yours. So I’m ranking 10 new LinkedIn features from “who cares?” through to “this has my attention”, and sorting them into three simple buckets: what to ignore, what to watch and what to act on. Because your job isn’t to use everything LinkedIn releases. Your job is to work out what helps your brand, your business and your buyers. The mistake is assuming every new feature needs to change your whole LinkedIn approach, when embracing new features isn’t actually a strategy. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/10-new-linkedin-features-ranked-honestly-2026/id1603908569?i=1000773075082) ## Some Features Are Distractions, Not Priorities Not every new feature deserves your time. Some are useful for LinkedIn’s engagement goals, but they don’t automatically help your brand build trust, reach buyers or create demand. **\#10: WEND, LinkedIn’s latest puzzle game**, might help LinkedIn bring people back to the platform. Great for LinkedIn. But I’m very confident; it’s not going to help your Company Page become clearer, help buyers trust you faster or move a buying committee closer to choosing your business. ![Wend - LinkedIn](https://b2bgrowthco.com/wp-content/uploads/2026/06/Wend-LinkedIn.webp "Wend - LinkedIn - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") **\#9: Expanded in-app mobile post boosting** is the one I’d be most careful with. It feels easy because it’s right there on your phone. Tap a button, spend a little money, and the post gets more reach. But if the post is unclear, the targeting is limited, and the goal is fuzzy, you’re not solving the problem. You’re just making a donation to LinkedIn to show average content to more people. ![LinkedIn Boosting In App Mobile](https://b2bgrowthco.com/wp-content/uploads/2026/06/Boosting-In-App-Mobile.avif "LinkedIn Boosting In App Mobile - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") In App Boosting on LinkedIn Mobile **\#8: Verification filters** also sit in the “nice, but not urgent” bucket. In theory, filtering search results by verified people sounds useful. In practice, most of us can already spot the fake accounts that shouldn’t be there in the first place. It’s not a bad feature. It’s just not a feature I think will have that big an impact. ![Verification Filters LinkedIn](https://b2bgrowthco.com/wp-content/uploads/2026/06/Verification-Filters-LinkedIn.webp "Verification Filters LinkedIn - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Ask these questions before you spend time or money on new LinkedIn features: - Does this help us reach a more relevant audience? - Does this support a clear business goal? - Does this build trust, or just more impressions? - Does this fix the real problem? - Would a better strategy be a smarter investment? **👉** Don’t let easy buttons make strategy decisions for you. If a feature doesn’t support your goals, resources or buyers, leave it alone. ## Some Features Show Where LinkedIn Is Heading Some updates are not urgent, but they are worth watching because they show where LinkedIn is putting its attention. **\#7: LinkedIn limiting AI slop** is one to watch. No one wants more lazy AI comments, generic posts or fake engagement clogging up the feed. The idea is good. The question is whether LinkedIn can distinguish between useful AI-assisted content and empty AI content with no human thought behind it. That matters for B2B brands. Using AI isn’t the problem. Publishing content that could have come from anyone is. > 84% of respondents in my recent poll didn’t believe LinkedIn could stamp this out. Your thoughts? [ ![LINKEDIN STAMPS OUT AI SLOP](https://b2bgrowthco.com/wp-content/uploads/2026/06/LINKEDIN-STAMPS-OUT-AI-SLOP.avif "LINKEDIN STAMPS OUT AI SLOP - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.linkedin.com/posts/michellejraymond_this-week-an-article-went-out-from-linkedin-ugcPost-7464225273484529664-r0Q4/?utm_source=share&utm_medium=member_desktop&rcm=ACoAAALHeasBTJ006Q468Wkt_3BOaIIS_2NvF-Y) Not too many people believe it's possible to stamp out AI slop. **\#6: LinkedIn Creator Marketplace** is another signal worth watching. It may be limited, invite-only and focused on the US and Canada for now, but the direction is clear. LinkedIn is taking creators, founder-led visibility and brand partnerships more seriously. For B2B marketers, that points to a future where trusted voices become an even bigger part of the demand conversation. ![LinkedIn Creator marketplace](https://b2bgrowthco.com/wp-content/uploads/2026/06/LinkedIn-Creator-marketplace.webp "LinkedIn Creator marketplace - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") **\#5: The video feed returning to Australia, the UK and Canada** also belongs in the watch category. LinkedIn may push video harder again, and some brands will benefit. But don’t rebuild your whole strategy just because LinkedIn turns up the video dial. If video suits your message, your buyers and your team’s resources, test it. If it doesn’t, the world won’t end. 👉 **Watch what LinkedIn is investing in, but don’t mistake LinkedIn’s priorities for your business priorities. I’m yet to see this paying off in reality.** ## Some Features Can Strengthen A Clear Strategy The features worth acting on are those that help you make better decisions or move buyers closer to taking action. **\#4: Consultant booking and payment links** are worth watching closely. Right now, they’re free, which makes them attractive to consultants, founders and service-based businesses. But let’s be realistic. LinkedIn is unlikely to build this kind of feature out of pure generosity, so don’t be surprised if fees, percentages or paid options appear later. For now, the user experience is the interesting part. Someone can consume your content, visit your profile, book a session and pay through LinkedIn. That’s a much smoother path from visibility to action. I’d love to see more tools for Company Pages that reduce friction between brand trust and buyer action. I’ve always loved the Product Page layout and wish some of that functionality were available on normal Company Pages. ![Consultant Payments on LinkedIn](https://b2bgrowthco.com/wp-content/uploads/2026/06/Consultant-Payments-on-LinkedIn-512x1024.webp "Consultant Payments on LinkedIn - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") **\#3: GIFs in comments** may sound small, but they still tell us something. LinkedIn doesn’t always need to feel so stiff. A smart, well-timed GIF can be a human way to join a conversation. Maybe this is a sign that even LinkedIn says we can have fun on the platform?? 😀 ![GIF BUTTON ON LINKEDIN](https://b2bgrowthco.com/wp-content/uploads/2026/06/GIF-BUTTON.webp "GIF BUTTON ON LINKEDIN - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Are you on team GIF? **\#2: Post performance insights** are also worth paying attention to. Being able to see whether your content is reaching people inside or outside your network is useful because it moves the conversation beyond basic impressions. Are we reaching relevant people beyond our existing bubble? That matters because LinkedIn is trying to connect people through topics, expertise and relevance. > If your content is scattered, LinkedIn has less to work with. If your point of view is clear and repeated over time, you give both the platform and your buyers stronger signals. Michelle J Raymond ![analytics in or out of network](https://b2bgrowthco.com/wp-content/uploads/2026/06/analytics-in-or-out-of-network.avif "analytics in or out of network - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## The Biggest Shift Is How LinkedIn Connects Everything The most important change on LinkedIn isn’t a single feature. It’s the way LinkedIn is learning from everything you do. It may not be called 360Brew anymore, but it still fundamentally changes how things work. **\#1: Generative recommenders, or LinkedIn’s new algorithm shift**, means your Profile, Company Page, posts, comments, clicks, topics and engagement are no longer separate parts of LinkedIn. They’re all signals. LinkedIn is learning what you care about, what you avoid, who you interact with and what topics you show up around. That means your LinkedIn presence needs to function as a single, connected system. This is where the Power of Two matters more than ever. Your Company Page is the brand anchor. Your people create trust and expand the conversation. When the Page, leaders and employees are all pointing in the same direction, the signals are stronger for LinkedIn and clearer for buyers. For B2B teams, this means: - Keep your core topics clear - Align your Company Page, Profiles And Employee Content - Use comments to build relevant relationships - Update your Page and Profile so buyers know what you do Branding is a Team Sport. And with LinkedIn moving further towards a connected ecosystem, disconnected activity will become harder to justify. **👉 Stop treating your Company Page, employee advocacy and personal profiles as separate projects. Build one clear LinkedIn game plan.** ![Power Hour Session with Michelle J Raymond - LinkedIn Expert](https://b2bgrowthco.com/wp-content/uploads/2024/06/Power-Hour-Session--1024x576.webp "Power Hour Session with Michelle J Raymond - LinkedIn Expert - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Need help sorting through all the changes? Book a Power Hour session with Michelle J Raymond today. ## Final Thoughts - Hype or Helpful? New LinkedIn features will keep coming. Some will be useful. Some will be over-hyped. Some will disappear before most of us even get access to them (miss you pinned posts 😔) Your job isn’t to chase every shiny update. Your job is to decide what will work best for your brand, your business and you, based on your goals, your resources and where you’re trying to get to. ✅ Ignore the features that distract you from the real work. ✅ Watch the features that show where LinkedIn is heading. ✅ Act on the features that support clearer strategy, stronger trust and better buyer action. ***Confused about how this applies to your LinkedIn strategy?* Book a time here to discover how we can help your B2B Grow –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers **Michelle J Raymond** ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Employee Advocacy, LinkedIn, LinkedIn Company Pages, LinkedIn Strategy, LinkedIn Tips --- ### [LinkedIn Newsletters: Why the Gold Rush Is Backfiring (and How to Get Yours Right)](https://b2bgrowthco.com/linkedin-newsletters-b2b-gold-rush-backfiring/) **Published:** June 21, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn newsletters are having another gold rush, fuelled by the hype around AI citations. But starting one without a clear promise, audience focus and sustainable system can do more harm than good. Here’s how B2B brands can create a LinkedIn newsletter people actually want to read, remember and subscribe to. **Content:** Every man and their dog seems to be starting a LinkedIn newsletter right now. The reason? AI citations. LinkedIn articles and newsletters are being talked up as a way to show up in AI search results, so B2B brands are rushing in. But if your LinkedIn newsletter is weak, vague, inconsistent or worse still, self-serving, it’s not building your brand. It’s damaging it. I love LinkedIn newsletters. I’ve published over 150 editions across my profile and company page and helped brands launch them properly. When done well, they build authority, deepen trust, and give your audience a reason to come back. The problem for me is that they are getting treated more like a cheap content hack. **This article is inspired by an episode of the** [**Social Media for B2B Growth Podcast.**](https://socialmediaforb2bgrowthpodcast.com/) **Listen or watch to get the full impact of this conversation.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/the-linkedin-newsletter-gold-rush-why-most-brands-are/id1603908569?i=1000773983056) ## The Wrong Reason to Start a LinkedIn Newsletter Starting a LinkedIn newsletter just because everyone else is doing it is not a strategy. Yes, LinkedIn newsletters have some great advantages. They’re native to LinkedIn, free to set up, and they help you connect with the community you’ve already built. I particularly love how LinkedIn helps you to grow the newsletter by automatically inviting new connections or Page followers to subscribe. They can also be indexed by Google, which means they may become part of what AI tools can find and reference. But that doesn’t mean your LinkedIn newsletter deserves attention. The biggest mistake I’m seeing is brands treating newsletters like a shortcut to visibility. AI citations, subscriber numbers and reach start leading the strategy, while the buyer’s actual questions get pushed to the side. That’s where things go wrong. A strong LinkedIn newsletter should be created for: - B2B buyers who need help understanding a problem - Customers who want useful ideas, not another sales pitch - Industry peers who value your point of view - Employees who can proudly share useful brand thinking - Decision-makers who are looking for trusted expertise If your newsletter is built only to chase the algorithm, AI, or subscriber numbers, it won’t hold attention for long. People unsubscribe quickly when there’s nothing useful, relevant or worth coming back for. 👉 Put the buyer front and centre. What are they trying to understand, decide or explain to the rest of the business? ## Start With the Promise, Not the Feature Before you choose the name, format, or publishing frequency, get clear on your newsletter’s promise. It’s easy to get excited about the launch when all the hype is around. The harder part is giving people a clear reason to keep reading after that first edition. Without that promise, the newsletter becomes a little bit of everything. A few company updates. A few tips. A few recycled posts. A few “thought leadership” pieces that don’t really say much. It might be nice. It might even be helpful. But it won’t be memorable. And memorable matters. Use the following to create your LinkedIn Newsletter promise: > **This newsletter helps \[who\] do \[what\] so they can achieve \[what outcome\].** That gives you one audience, one main topic and one clear reason to subscribe. It also gives you an easy test for every edition: does this help the reader get the outcome you promised? If it doesn’t help, it doesn’t belong there. Bonus: This makes it much easier to say no to internal requests to include content in the newsletter that isn’t aligned with the promise. ![CLARITY COMES FROM RESTRAINT SLIDE MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/06/CLARITY-COMES-FROM-RESTRAINT-SLIDE-1024x696.avif "CLARITY COMES FROM RESTRAINT SLIDE MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Don’t Turn Your LinkedIn Newsletter Into a Company Bulletin Board This is where Company Page newsletters can go sideways quickly. Someone in the business sees the subscriber number, and suddenly the newsletter becomes the dumping ground for every internal update. Award wins. Event announcements. Product updates. Milestones. Campaign news. Team stories. Some of those things have a place. But if every edition is written from the company’s point of view, the reader starts to disappear. That’s when the newsletter becomes “me, me, me” content. Most people outside your business aren’t sitting around waiting for your internal updates. They only care when you make the relevance clear and show why it matters to them. Instead of asking, “What do we want to say?”, ask: - What does our audience need to understand? - What problem can we help them solve? - What point of view do we want to be known for? - What belief do we want to challenge? - What action should the reader feel clearer about taking? 👉 Give your audience a reason to stay subscribed. ## Build a LinkedIn Newsletter System Your Team Can Actually Sustain The ghost town newsletter is one of the biggest brand risks. You launch with energy. Publish a few editions. Then everyone gets busy, approvals slow down, the ideas dry up, and the newsletter disappears. That sends a message. It tells your audience you started something you couldn’t keep going. For buyers, that lack of discipline can quietly shape how they see your brand. “A weak newsletter does not just underperform. It also trains your audience in how to ignore you.” That’s why a newsletter needs more than a content idea. It needs a system. Before you launch, get clear on: - Who owns the newsletter? - How often can you realistically publish? - Who provides the subject matter expertise? - Who approves each edition? - What topics are in and out of scope? - What quality standard should each edition meet? - How does the voice stay consistent if several people contribute? There’s no prize for publishing weekly if the quality drops after three editions. A newsletter with one clear idea, a useful structure, a strong title, a point of view and practical takeaways will do more for your brand than one that gets rushed, delayed or filled with whatever is available. 👉 Choose the cadence your team can sustain, whether that’s weekly, fortnightly or monthly, then protect the standard. [ ![Newsletter Growth Lab - b2b growth](https://b2bgrowthco.com/wp-content/uploads/2026/06/Newsletter-Growth-Lab-thumbnail-1024x576.avif "Newsletter Growth Lab - b2b growth - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-newsletter-growth-lab/) Want help building a LinkedIn Newsletter buyers actually read? Book a call. ## Final Thoughts LinkedIn newsletters are a real opportunity for B2B brands, but only when they’re done with care. They can help you build authority, educate your market, support your Company Page strategy and give employees something useful to share. They can also help your thinking travel further, including into search and AI results. But that’s the outcome, not the reason to start. The reason to start is your audience. The promise you make to them. The clarity you bring. The consistency you can sustain. The point of view your brand is willing to own. Before you launch a LinkedIn newsletter, or before you publish the next edition of one that already exists, ask yourself this: Would our ideal buyer be glad they spent time reading this? If the answer is no, don’t publish yet. Fix the promise, sharpen the idea and make it worth their time. Cheers! **Michelle J Raymond** PS: Want to hear my LinkedIn updates first? Subscribe to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Employee Advocacy, LinkedIn, LinkedIn Company Pages, LinkedIn Strategy, LinkedIn Tips --- ### [Mirror Content for LinkedIn Company Pages: How to Make B2B Buyers Care](https://b2bgrowthco.com/mirror-content-linkedin-company-page-strategy/) **Published:** June 15, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Mirror content helps B2B LinkedIn Company Pages move from company-first updates to buyer-first content that reflects real problems, builds trust and supports buying decisions. **Content:** Most B2B LinkedIn Company Page content starts in the wrong place: with the company. A product update. A new service. An event. A report. A campaign. A team announcement. All of these can be useful, but only when the buyer can quickly understand why they matter. That’s where many Company Pages fall down. The content might be accurate, professional and fully approved internally, but if the buyer can’t see themselves in the message, they are unlikely to care. This is why mirror content matters. Mirror content is content that reflects the buyer’s problem, situation or decision before introducing your company’s solution. It helps the right person think, “That’s exactly what we’re dealing with.” When that happens, your Company Page stops feeling like a bulletin board and starts becoming part of your B2B LinkedIn strategy. ## What is Mirror Content on LinkedIn? Mirror content is LinkedIn content that starts with the buyer’s reality, not the company’s offer. It reflects what the buyer is dealing with, the pressure they are under, the problem they need to solve or the decision they are trying to make. Instead of asking the buyer to work out why your post is relevant, mirror content makes the relevance obvious. For B2B brands, this matters because buyers are rarely ready to act the first time they see your content. They are noticing, comparing, checking credibility and forming opinions over time. Your LinkedIn Company Page plays a role in that process. A buyer may land on your Page after seeing a post, hearing about your business, being referred by someone else or comparing you with other providers. When they get there, they are looking for signals that help them decide whether your business is relevant, credible and worth shortlisting. Mirror content gives them one of the strongest signals: this company understands our problem. ## Why Product-First LinkedIn Content Falls Flat Most LinkedIn Company Page posts are created from the business’s point of view. The starting question is often, “What do we need to promote this week?” That might be an event, a guide, a service, a partnership or a product feature. The issue is not the thing being promoted. The issue is the way it is framed. When a post leads with the product or announcement, the buyer has to do the work. They have to connect the feature to their problem, decide if the message applies to their role, understand why it matters now and work out what action to take next. Most buyers won’t make that effort. They are busy, distracted and scrolling quickly. They don’t have time to decode your message. That doesn’t mean your offer is weak. It often means your content is starting in the wrong place. Mirror content reduces friction by starting where the buyer already is. It names the problem first, reflects the situation and then connects your solution to something the buyer already cares about. That is how Company Page content starts to move buyers, instead of simply filling the feed. ## Mirror Content Examples for LinkedIn Company Pages Generic Company Page content often sounds polished but vague. It might say something like: “We’re excited to launch our new solution designed to improve efficiency and support better business outcomes.” That sentence may sound professional, but it does not give the buyer much to recognise. What kind of efficiency? Which business outcomes? Who is this for? Why should they care? A mirror content version starts with the buyer’s situation instead: “Marketing teams are under pressure to prove LinkedIn is creating more than impressions. The challenge is knowing which signals show buyer intent and which ones are just surface-level engagement.” This version is more specific. It names the audience, reflects the pressure and points to a problem the buyer may already be facing. From there, you can introduce the solution with more relevance. The difference is not just better copy. It is a better strategy. Generic content asks the buyer to care, and mirror content gives them a reason to care. ![Mirror Content SMMW - Michelle J Raymond - LinkedIn Company Page Expert](https://b2bgrowthco.com/wp-content/uploads/2026/06/Mirror-Content-SMMW-Michelle-J-Raymond-LinkedIn-Company-Page-Expert-1024x768.webp "Mirror Content SMMW - Michelle J Raymond - LinkedIn Company Page Expert - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Why Buyers Need to Feel Understood Before They Act B2B decisions carry risk. Buyers are often dealing with multiple stakeholders, long decision cycles, budget pressure and the fear of choosing the wrong provider. They are not only looking for information. They are looking for confidence. Your LinkedIn Company Page content can help create that confidence when it shows that your business understands more than the product. It shows you understand the context around the purchase. What is the buyer measured on? What problem keeps showing up in their team? What risk are they trying to avoid? What do they need to explain internally? What would make the decision easier? These are the kinds of questions that lead to stronger Company Page content. They move the focus away from what your business wants to say and towards what your buyer needs to recognise. When buyers feel understood, they are more likely to keep reading. They are more likely to trust your perspective. They are more likely to see your business as relevant. If they don’t feel understood, they don’t move. ### How to Create Mirror Content For Your LinkedIn Company Page The simplest way to create mirror content is to stop starting with the thing you want to promote. Start with the buyer instead. Before writing your next Company Page post, ask: - Who is this for? - What are they dealing with right now? - What problem are they trying to solve? - What do they need to understand before they take action? - What would make them think, “That’s exactly us”? Once you are clear on that, you can decide where your product, service, guide, event or offer fits. If you are promoting an event, don’t only say your team will be there. Lead with the problem your buyers are attending to solve. If you are sharing a guide, don’t only announce the guide. Lead with the decision or challenge the guide helps them work through. If you are talking about a service, don’t start with what the service includes. Start with the situation that makes the service necessary. The offer can still appear, but it is no longer the opening act. The buyer is. ## How To Use LinkedIn Company Page Featured Section Mirror content should not only apply to your regular posts. It should also shape your LinkedIn Company Page featured section. Think of the featured section as the front door to your Page. When a buyer lands there, the content you feature should help them quickly understand that they are in the right place. If your featured posts are old, random or purely promotional, they may weaken trust. If they reflect the buyer’s problems, priorities and questions, they can build confidence. A good featured section helps answer: - Does this company understand our problem? - Do they work with businesses like ours? - Is their thinking relevant to what we are trying to solve? - Should we keep exploring? Not every featured post needs to sell directly. In many cases, the strongest featured posts are the ones that show you understand the buyer before you ask them to take action. ![Company Page Featured Section - B2B Growth Co](https://b2bgrowthco.com/wp-content/uploads/2026/06/Company-Page-Featured-Section-B2B-Growth-Co-1024x774.webp "Company Page Featured Section - B2B Growth Co - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Use Sales and Customer Teams to Find Better Mirror Content Ideas Marketing teams do not need to guess what buyers care about. The answers are usually already inside the business. Sales knows the questions buyers ask before making a decision. Customer service knows what frustrates customers. Delivery teams know what clients misunderstand before they start. Product teams know which problems the solution was built to solve. If your Company Page content is created too far away from those conversations, it can sound polished but disconnected. Better mirror content comes from better inputs. Ask your customer-facing teams what questions keep coming up, what objections slow down decisions and what buyers need to explain to their internal stakeholders. Those conversations give you practical content ideas that are grounded in real buyer problems. They also make your content easier for employees to support. When your team sees their own customer conversations reflected in the Company Page content, they are more likely to engage with it, share it and add their own context. That is where mirror content connects with the Power of Two. The Company Page creates clarity. Employees add context. ## Mirror Content Still Needs a Clear Sales Path Starting with the buyer does not mean avoiding sales. Mirror content is not about hiding what you sell or making every post purely educational. It is about making your offer more relevant by connecting it to the buyer’s real problem. You can still promote your services. You can still talk about your products. You can still include a clear call to action. The difference is the order. When you lead with the product, the buyer has to decide if it matters. When you lead with the problem, the buyer can see why it matters. That gives your offer stronger context. B2B buyers do not need more vague content that never leads anywhere. They need useful content that helps them understand their problem, trust your perspective and know what to do next. ## Final Thoughts Mirror content is one of the simplest ways to make your LinkedIn Company Page more useful, relevant and buyer-focused. It shifts your content from company-first updates to buyer-first messaging. It helps your audience see their own problems in your content before you ask them to care about your solution. That matters because your Company Page is not just a place to post. It is part of how buyers form opinions about your business before they contact sales. When your content reflects the buyer, you reduce confusion. You make it easier for people to understand why your business matters. You give them a reason to trust you and a clearer path to move forward. Content that only talks about the company fills the feed. Content that reflects the buyer builds trust. ## Need a Clearer LinkedIn Company Page Strategy? If your LinkedIn Company Page still feels more like a company bulletin board than a buyer-focused trust-building asset, it may be time to take a closer look. At B2B Growth Co, our **LinkedIn Audit and Strategy** helps B2B businesses understand what’s working, what’s creating confusion and what needs to change to turn their Company Page into a stronger part of the buyer journey. We review your Page through the eyes of your ideal buyer, looking at your positioning, content, featured section, calls to action and opportunities to better connect your Company Page with employee advocacy. \[[Explore the B2B Growth Co LinkedIn Audit and Strategy](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/)\] ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Company Pages **Tags:** LinkedIn, LinkedIn Company Page --- ### [How to Make Your LinkedIn Company Page Clearer to B2B Buyers](https://b2bgrowthco.com/linkedin-company-page-10-second-test/) **Published:** June 20, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Most LinkedIn Company Pages don’t have a content problem first. They have a clarity problem. Use the 10-second test to check whether buyers can quickly understand what you do, who you help and why your business matters. **Content:** # The 10-Second Test: Can B2B Buyers Understand Your Company Page? After years of doing LinkedIn Company Page audits, I’ve learned that most LinkedIn Company Pages don’t have a content problem; they have a clarity problem. The Company Page might be active and have regular posts going out. It might even have a decent number of followers. But when a potential buyer lands there, they still can’t quickly tell what the company does, who it helps or why it matters to them. That’s where the problem starts. Because B2B buyers don’t work hard to understand your business. They don’t sit there trying to decode your banner, tagline, About section and latest posts. They scan quickly, form an impression and decide whether to stay or move on. If your LinkedIn Company Page creates confusion in those first few seconds, it creates friction. And friction slows decisions. In B2B, that friction could be the reason your business never makes the shortlist. As I often say, if you confuse ’em, you lose ’em. ## Why LinkedIn Company Page Clarity Matters for B2B Buyers Your LinkedIn Company Page is not just a place to post updates. It is part of how buyers form opinions about your business before they ever speak to sales. By the time someone fills in a form, books a call or reaches out, they have often already compared options, noticed who keeps showing up and formed an opinion about who feels credible. Your Company Page is one of the places they may check while they are doing that research. That doesn’t mean every visitor is ready to buy. Some people are seeing your brand for the first time. Some are quietly comparing you with competitors. Others are already close to making a decision and want to confirm they are looking at the right business. This is why the 10-second test is useful. It strips everything back to the most important question: can someone quickly understand what your company does and who it is for? Ask someone who doesn’t know your business to look at your Company Page for 10 seconds. Don’t give them hints. Don’t explain the background. Don’t tell them what to look for. Then ask them what they think your business does and who they think you help. If they can’t answer clearly, your Page is relying too much on what you already know internally. It is not doing enough work for the buyer. ## Why Your LinkedIn Company Page Messaging Feels Clear Internally, But Confusing to Buyers One reason Company Pages become unclear is because the people managing them are often too close to the business. You know what the company does. You know the products, services, teams, history, acronyms and internal language. You know why the business is different, because you live and breathe it every day. But your buyer doesn’t have that context. That’s why vague messaging can feel clear internally, but confusing externally. Phrases like “innovative solutions”, “industry-leading services”, “end-to-end support” and “helping businesses succeed” might sound professional, but they often don’t tell a buyer enough. They don’t make your brand easier to understand. They make your brand easier to ignore. The job of your Company Page is not to impress the internal team. It is to help the right buyer quickly know they are in the right place. That means your language needs to be simple, specific and buyer-focused. Clear does not mean basic. Clear means useful. ## Why Most LinkedIn Company Pages Are Built to Post, Not Convert Many Company Pages were set up years ago and then barely touched again. The banner was added once, the tagline was written quickly, the About section was copied from the website and the featured section was either forgotten or filled with whatever was important at the time. From there, the Page becomes a place where everyone in the business wants something posted. Sales wants the event promoted. HR wants the new starter announced. Leadership wants the award shared. Finance wants the latest update published. None of these things are automatically wrong, but when they become the main purpose of the Page, the buyer disappears from the strategy. Bit by bit, the Page becomes a glorified bulletin board. And bulletin boards don’t convert. A Company Page that converts has a clearer job. It helps the right people understand who you help, what problems you solve and why they should trust you. It is not just there to broadcast internal updates. It is there to support buyer confidence. ![10 second test - LinkedIn Company Page - MIchelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2026/06/10-second-test-LinkedIn-Company-Page-MIchelle-J-Raymond-1024x580.avif "10 second test - LinkedIn Company Page - MIchelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What B2B Buyers Should Understand From Your LinkedIn Company Page in 10 Seconds Your LinkedIn Company Page does not need to explain every product, service, market, region and use case in the first few seconds. Trying to do that usually creates more confusion, not less. What it does need to do is make the basics obvious. A buyer should be able to quickly understand what your company does, who you help, what problem you solve and why your business is relevant to them. They should also start to get a feel for what you want to be known for. This is where many brands get stuck. They try to speak to too many audiences at once. They list too many offers. They squeeze every message into the banner, tagline, About section and content plan. The result is a Page that says a lot, but doesn’t say anything clearly. Clarity comes from constraint. The more focused your message is, the easier it is for buyers to understand you. When everything is important, nothing stands out. ## Start With Your LinkedIn Company Page Banner, Tagline and About Section The 10-second test starts with the parts of your Company Page people see first. That includes your banner, tagline, About section and featured content. These areas matter because they create the first impression. They also help LinkedIn, Google and AI tools understand what your business does. If those areas are vague, outdated or too internally focused, you risk reinforcing the wrong message. Your banner should make the Page feel instantly relevant. Your tagline should say something meaningful, not generic. Your About section should explain who you help, what you do and why it matters in language your buyer would actually use. Your featured section also deserves more attention than most businesses give it. Think of it as the front door to your Company Page. When someone lands there, the content you feature should help them see themselves, their situation or the problem they are trying to solve. If your featured posts are old, random or purely promotional, they weaken trust. If they reflect the buyer’s world, they create confidence. This is a simple fix, but it is often overlooked. Before you publish more content, check whether the Page itself is helping buyers understand you. ![LINKEDIN COMPANY PAGE FOUNDATION SET UP B2B GROWTH CO](https://b2bgrowthco.com/wp-content/uploads/2026/06/LINKEDIN-COMPANY-PAGE-FOUNDATION-SET-UP-B2B-GROWTH-CO-1024x529.avif "LINKEDIN COMPANY PAGE FOUNDATION SET UP B2B GROWTH CO - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## How to Make Your LinkedIn Company Page Content Clearer The 10-second test is not only for your Page setup. It also applies to your content. A buyer should be able to look at a post and quickly understand who it is for, what problem it is about and why it matters. If they have to work too hard to figure that out, they will usually keep scrolling. This is where many Company Pages fall down. The content may be technically correct, but hard to follow. There are too many ideas, too much detail, too many audiences and no clear takeaway. That kind of content looks busy, but it doesn’t move anyone forward. A useful way to fix this is the 1-1-1 rule. One audience. One problem. One clear solution. Before you publish your next Company Page post, ask yourself who the post is for, what problem it is solving and what one thing you want the reader to understand or do next. If you can’t answer those questions, the post is not clear yet. The problem is not always that your content is too long. Sometimes long content works well. The real problem is when one post is trying to do five jobs at once. In that case, it is often better to turn one overloaded post into several focused posts, each with a clear audience and purpose. ## Use Mirror Content to Build Buyer Trust on LinkedIn One of the biggest shifts B2B brands can make is to stop leading with the product and start reflecting the buyer’s reality. This is what I call mirror content. For a deeper look at this approach, read more about [mirror content for LinkedIn Company Pages](https://b2bgrowthco.com/mirror-content-linkedin-company-page-strategy/) and how it helps buyers feel understood before you introduce your solution. Mirror content helps the buyer see themselves in your message. It starts with their problem, not your product. It reflects what they are dealing with day to day. It shows that you understand their pressure, priorities and risks before you introduce the solution. Most brands do the opposite. They lead with the product, explain the features, list the benefits and talk mostly about themselves. That might feel efficient, but it often skips the part that matters most. If the buyer does not feel understood, they don’t move. Mirror content makes the buyer think, “That’s exactly what we’re dealing with.” Once they feel seen, your solution becomes more relevant. You have earned the right to talk about how you can help. That is how Company Page content starts supporting the buying decision instead of simply filling the feed. ![HOW CONTENT MOVES B2B BUYERS - MICHELLE J RAYMOND - B2B GROWTH CO - LINKEDIN COMPANY PAGE EXPERTS](https://b2bgrowthco.com/wp-content/uploads/2026/06/HOW-CONTENT-MOVES-B2B-BUYERS-MICHELLE-J-RAYMOND-B2B-GROWTH-CO-LINKEDIN-COMPANY-PAGE-EXPERTS-1024x650.webp "HOW CONTENT MOVES B2B BUYERS - MICHELLE J RAYMOND - B2B GROWTH CO - LINKEDIN COMPANY PAGE EXPERTS - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Don’t Make B2B Buyers Work to Understand Your Business Confusion creates work for the buyer. They have to work out what you do. They have to work out whether you are relevant. They have to work out which product or service applies to them. They have to work out what makes you different. Then they have to work out what to do next. That is too much work, especially when they are already busy, distracted and comparing multiple options. Your job is to remove as much friction as possible. That doesn’t mean dumbing things down. It means making the message easier to understand. This is one of the reasons “posting more” is rarely the answer. More unclear content does not create more trust. It usually creates more noise. If buyers are already confused, more posts won’t fix the problem. A clearer Page will. ## The 10-Second LinkedIn Company Page Test Is About Progress, Not Perfection The 10-second test is not about creating the perfect Company Page. It is about spotting where confusion is getting in the way. You might find that your banner looks good but doesn’t say enough. You might find that your tagline sounds polished but is too vague. You might find that your About section talks about the company, but not the buyer. You might discover that your featured content is out of date or that your posts are covering too many different messages. That is useful information. Once you can see the friction, you can fix it. Start with one area. Update the banner. Rewrite the tagline. Refresh the About section. Change the featured posts. Simplify the next piece of content. You don’t need to rebuild everything at once, but you do need to stop treating your Company Page as a dumping ground for internal updates. ## Final Thoughts Your LinkedIn Company Page should help B2B buyers feel confident that they are in the right place. That starts with clarity. Can they quickly understand what you do? Can they see who you help? Can they recognise the problem you solve? Can they tell why your brand matters? If the answer is no, your Page is creating friction before the conversation even starts. And in B2B, that matters. Buyers are forming opinions long before they speak to sales. They are watching, comparing and deciding who belongs on the shortlist. If your Company Page is unclear during that process, you may never get the chance to explain yourself later. Company Pages don’t convert by accident. They convert by design. So before you post more, test the Page you already have. Give someone 10 seconds, ask them what they understand and listen carefully to the answer. Because if they’re confused, your buyers probably are too. And if you confuse ’em, you lose ’em. ## Need Help Making Your LinkedIn Company Page Clearer? f your LinkedIn Company Page is active but still not helping buyers quickly understand what you do, who you help and why it matters, that is something worth fixing. At B2B Growth Co, we help B2B teams turn their Company Page into a clearer, more strategic part of their LinkedIn presence, from Page optimisation and content strategy to employee advocacy and buyer trust. \[Learn more about our [LinkedIn Company Page training for Page Admins](https://b2bgrowthco.com/company-page-training/)\] ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Company Pages, LinkedIn Strategy **Tags:** LinkedIn, LinkedIn Company Page --- ### [The B2B Marketing Reset for LinkedIn 2026](https://b2bgrowthco.com/the-b2b-marketing-reset-for-linkedin-2026/) **Published:** January 5, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** The B2B LinkedIn marketing reset for 2026 is here. Cut through AI noise, rebuild brand and align strategy for stronger results. **Content:** 2025 was the year we were told AI could do everything, from our strategy to our content to our business plan. But somewhere in the hype, something important slipped through the cracks: clarity, creativity and genuine connection. This week I’m joined by marketing strategist [Bec Chappell](https://www.linkedin.com/in/bec-chappell/) to give you a practical **Marketing Reset**you can take into 2026. Let’s break it down: **Stop. Start. Rethink. Redo. Prepare.** Because the brands that pause and recalibrate now? Those are the ones who win next year. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, and featuring expert guest Bec Chappell, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/the-b2b-marketing-reset-for-linkedin-2026-what-to/id1603908569?i=1000741823369) ## STOP - Outsourcing Your Thinking To AI We both love AI. We use it. We teach clients to use it. But as Bec put it perfectly: > “When we outsource our thinking to AI, it gives us *same-same*. It removes the nuance and creativity that make us different.” But here’s the problem we’re seeing repeatedly: Businesses are outsourcing their **strategy** and **differentiation** to AI. That’s how you end up with: - 70-page marketing plans no one can execute - LinkedIn strategies that look impressive but change nothing - Content that sounds like everyone else in your industry AI can summarise. It can organise. It can accelerate execution. What it can’t do is decide **why someone should choose you**. If your LinkedIn strategy doesn’t clearly answer: *Why you / your brand, over every other option?* No amount of AI-generated content will fix that. **🛑 What to STOP in 2026: Stop believing AI can replace the messy, human work of strategy, differentiation and understanding your customers’ world.** [ ![B2B GROWTH CO Company Page Audit Strategy](https://b2bgrowthco.com/wp-content/uploads/2024/08/Company-Page-Audit-Strategy-thumbnail-1024x576.webp "B2B GROWTH CO Company Page Audit Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) ## START - Bringing Brand Back Into LinkedIn Marketing Bec said something in her white paper (“[Social Media Won’t Save Your Marketing](https://www.becchappell.com.au/social-media-wont-save-your-marketing)”) that hit me between the eyes: > “The magic of brand is being lost.” And she’s right. Brand has been pushed aside in favour of speed, productivity and “ROI by Tuesday”. But here’s the truth: **People buy emotionally, even in B2B.** They choose the business that makes them feel something: trust, confidence, belonging, FOMO, identity. Brand isn’t your logo or colours. Brand is the hill you’re willing to die on. The belief that fuels your business. The thing you really care about. Without that? You blend in. And blending in is a dangerous place to be in 2026’s crowded digital landscape. **✅ What to START in 2026:** **Rebuild your messaging around what you truly stand for and why it matters to your buyer right now.** [ ![The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-LinkedIn-Branding-Book-Front-Cover-725x1024.webp "The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://mybook.to/The_LinkedIn_Branding_Book) ## RETHINK - The Role of LinkedIn in Your Marketing Mix This might surprise you coming from me. LinkedIn is powerful, but it should not be your **only** growth channel. Algorithms change. Accounts get restricted. Platforms evolve. I’ve personally experienced how quickly things can shift, even when you do everything right. When all your growth depends on one platform, your business is exposed. > “Don’t put all your eggs in one basket. If a platform gets switched off tomorrow, your business shouldn’t collapse.” Bec Chappell Social matters, but it can’t be your entire engine. For 2026, think beyond the LinkedIn feed: - Email - Website content - Collaborations - Events - Partnerships - Direct outreach - Pick-up-the-phone moments (the lost art of B2B) **🤔 What to RETHINK in 2026:** **Social isn’t the strategy. It’s one channel within a bigger ecosystem.** ## REDO - Align Marketing Strategy and LinkedIn Activity Many businesses treat LinkedIn like a separate island: content over here, marketing strategy over there. But clarity comes from alignment. This is where most teams struggle. If LinkedIn is part of your strategy, it shouldn’t feel disconnected from: - Business goals - Sales conversations - Customer reality > “Start with business goals, then your marketing strategy… and then decide where LinkedIn fits.” Ask yourself: - What is the business trying to achieve? - What does the market expect? - What does your buyer need to see at each stage? - Which channels support those steps, and how does LinkedIn complement them? If your sales, marketing and LinkedIn activities aren’t working together, you’re diluting your impact. Before planning content, answer these questions: - Why do customers *actually* buy from us? - What objections slow down deals? - What questions come up repeatedly in sales conversations? Those answers should directly shape what you post on LinkedIn. **🔗 What to REDO in 2026: Reconnect your LinkedIn presence to your business and marketing fundamentals, not random trends or assumptions.** ## PREP - How to Prepare Your LinkedIn Strategy for 2026 At the end of the episode, I asked Bec to share just **one** piece of advice for the year ahead. Her answer was simple and powerful: > “Don’t do things just because you think you have to.” This is where so many marketers and founders lose themselves: - “I should be on every platform.” - “I should post every day.” - “I should follow what my competitors are doing.” - “I should buy this course because someone said it’s the secret.” No. 2026 is the year of intention, not imitation. **✍️ What to PREP for 2026: Choose the channels you believe in. Choose the activities you can execute well. Choose the strategies that align with your buyer, not your FOMO.** ## Final Thoughts and Next Steps The B2B Marketing reset isn’t about tearing everything apart. It’s about coming back to what actually drives growth: - Clarity - Differentiation - Consistency - Emotion - Relevance - Human connection Your LinkedIn presence will be stronger when your marketing foundation is clearer. Your content will work harder when your brand is sharper, and your results will improve when your strategy is built for your business, not someone else’s system. 2026 belongs to the marketers who slow down long enough to think. **The brands that win on LinkedIn next year won’t be louder. They’ll be clearer because clarity always beats noise.** **Book a time here to discover how we can help your B2B grow –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) PS: Want to hear my LinkedIn updates first? Subscribe to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Tips --- ### [How Global B2B Brands Balance Company Pages, Paid, Organic and Employee Advocacy](https://b2bgrowthco.com/how-global-b2b-brands-balance-company-pages-paid-organic-and-employee-advocacy/) **Published:** June 10, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Michelle J Raymond speaks with Molly Hopkins from CBRE about how global B2B brands can balance Company Pages, paid social, organic content and employee advocacy on LinkedIn. Learn why LinkedIn works best as an ecosystem and how to decide where content belongs. **Content:** Most B2B brands don’t have a LinkedIn strategy. They have a posting schedule, or often, not even this is in place. The same post goes out on the Company Page, gets copied onto a few executive profiles, maybe lands in the employee advocacy tool, and everyone hopes for the best. This week I sat down with [Molly Hopkins](https://www.linkedin.com/in/molly-hopkins/), Associate Director of Social Media at [CBRE](https://www.linkedin.com/company/cbre/) who looks after a LinkedIn ecosystem of roughly 150 Company Pages, 2 million followers, employee-generated content and is building her own personal brand. What she’s learned at a global scale applies whether you’re a team of fifty or a team of one. Spoiler Alert: it always comes back to setting up a strong foundation and strategy, and in this case, two solid years of process building. **This article is inspired by an episode of the** [**Social Media for B2B Growth Podcast.**](https://socialmediaforb2bgrowthpodcast.com/) **Listen or watch to get the full impact of this conversation.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/how-global-b2b-brands-balance-company-pages-paid-organic/id1603908569?i=1000771966421) ## Every LinkedIn Channel Has a Different Job The most common misconception in B2B social media goes like this: post it on the corporate account, and the job is done. It isn’t. LinkedIn works best when you treat it as an ecosystem where each part does what only it can do: - The Company Page builds legitimacy. It carries company news and broad positioning, and it’s what new audiences find when an employee tags the brand. - Paid guarantees reach. You choose exactly who sees the content, which organic can never promise. - Executives and employees carry trust. They share the point of view, expertise and stories a logo can’t. The mistake isn’t picking the wrong channel. It’s running all of them in parallel with a copy-and-paste approach, where the same message appears everywhere in identical form. The bigger opportunity is sequencing them intentionally, so the Company Page establishes credibility, paid extends it to the right audience, and people bring the perspective that makes it believable. Tip – Before your next campaign, ask one question of every piece of content: which job is this doing, and which channel does that job best? [ ![B2B GROWTH CO Company Page Audit Strategy](https://b2bgrowthco.com/wp-content/uploads/2024/08/Company-Page-Audit-Strategy-thumbnail-1024x576.webp "B2B GROWTH CO Company Page Audit Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) ## Followers Don't Always Equal Reach Here’s where the data gets uncomfortable for anyone still treating the Company Page as a megaphone. CBRE has run repeated A/B tests, publishing the same post on the corporate account and on an individual broker’s profile. The corporate account, with 2 million followers, wins on impressions every time. But the broker’s post gets around 300% more clicks on average. And recently, Molly posted on her personal profile with just 3,500 followers, pulled 101,000 impressions on a single post, roughly double the corporate account’s monthly average. (Although she does acknowledge having twins is not the easiest way to do this 😂) [ ![MOLLY HOPKINS POST](https://b2bgrowthco.com/wp-content/uploads/2026/06/MOLLY-HOPKINS-POST-.avif "MOLLY HOPKINS POST - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.linkedin.com/feed/update/urn:li:activity:7465017401747652609/) Follower counts don’t decide reach on LinkedIn. Content does. The feed distributes posts based on activity and engagement, not audience size, which means a person with a fraction of your page’s following can out-reach the brand on any given day. That’s not an argument for abandoning your Company Page. It’s an argument for giving it the right job. > As Molly puts it: “I view the Company Page as the anchor. It’s sort of that foundation that makes everything else credible.” This practical filter makes it easy to decide where to post for results on LinkedIn – 👉 If the goal is legitimacy, education or feeding your advocacy program, that’s page work. 👉 If the goal is clicks, conversations or leads, that content probably belongs with your people. ## Activate Your People Without Forcing Them If people outperform pages, the obvious move is to get employees active. The hard part is that you can’t force anyone onto social media, and pretending otherwise burns goodwill fast. A tiered approach makes activation realistic at CBRE, given their limited resources: 1. Executives get the most hands-on support. Draft their copy, handle publishing if needed, and report performance back so they can see what’s working. 2. Subject matter experts get prompts, not scripts. They know the topic better than you do, so give them questions that draw out their take rather than words to copy. 3. General employees get three to five copy options with bracketed sections to personalise, so fifty people never share the identical post. Two more rules keep the whole thing sustainable. 1\) Let cadence match capacity. Someone posting four times a month consistently beats someone who burns out chasing ten. 2\) **Get comfortable saying “no, but”.** No, that niche client dinner doesn’t belong on the global page, but it would work brilliantly from the local team’s profiles. This is “Branding is a Team Sport” in practice. Your job isn’t to police the brand. It’s to route every idea to the channel where it can actually win. ## Final Thoughts The Pages versus Profiles debate is the biggest con on LinkedIn. It was never a choice between the two, and the brands getting results in 2026 are the ones that stopped treating it like one. Your Company Page anchors credibility, feeds your advocacy program and gives your people something worth talking about. Your employees and executives take that foundation and turn it into reach, trust and conversations. That’s the Power of Two: the brand and the people working together, each doing the job the other can’t. So here’s your next step. Take one upcoming campaign and map it before you publish. - Where does this content belong? - Is it better suited to a Profile, the Company Page, or both in different ways at different times? One last thing: there is no one-size-fits-all approach to LinkedIn. Ultimately, you need to work with the team and resources you have and figure out how best to do that. Cheers **Michelle J Raymond** ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Employee Advocacy, LinkedIn, LinkedIn Company Pages, LinkedIn Strategy, LinkedIn Tips --- ### [Employee Advocacy Is More Than Content Distribution on LinkedIn](https://b2bgrowthco.com/employee-advocacy-is-more-than-content-distribution-on-linkedin/) **Published:** June 3, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Employee advocacy is more than content distribution. Michelle J Raymond and Colin Day explore how B2B brands can use LinkedIn, Company Pages and employee voices to build trust before buyers speak to sales. **Content:** Let me begin by saying that I think too many B2B brands are treating employee advocacy like a content-sharing programme. You know the type. Marketing writes the post. Employees are asked to share it. Everyone feels busy. The report shows a few more impressions, maybe some likes, and the box gets ticked. But if that’s the whole strategy, we’re missing the bigger opportunity. Employee advocacy isn’t about getting more people to post more brand content. It’s about helping the right people inside your business become visible, useful and trusted before buyers are ready to speak to sales. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond.**](https://www.linkedin.com/in/michellejraymond/) **Joined by** [Colin Day](https://www.linkedin.com/in/daycolin/) **from** [Oktopost](https://www.linkedin.com/company/oktopost/) **to look at why employee advocacy needs to move beyond distribution and become part of a smarter B2B growth strategy.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/employee-advocacy-is-more-than-content-distribution/id1603908569?i=1000770901824) ## Employee Advocacy Is Not a Content Distribution Machine If your employee advocacy programme is built around copy-and-paste content, it might help you push posts further. But it won’t build the kind of trust that moves B2B buyers forward. Reach matters, but reach without credibility is just noise. The real value comes when employees add their own experience, point of view and context. A strong advocacy programme should help employees answer: - What does this topic mean for our customers? - What have I seen in the market that makes this relevant? - What practical insight can I add from my role? - What would I say if I were explaining this to a client or peer? That’s where the post stops sounding like it came from a content machine and starts sounding like it came from someone who knows what they’re talking about. > “If employee advocacy is simply about getting employees to post more content, then you’ve really built a distribution engine that no one particularly trusts.” Colin Day, Oktopost That’s a hard truth, but it’s one teams need to hear. Advocacy isn’t about turning employees into billboards. It’s the job of helping them become credible voices in the market. **Tip 👉 Give employees storylines, not scripts. Give them the idea, the customer problem, the context and the guardrails, then let them bring their own voice to it.** [ ![The_Social_B2B_Organization_3D_copy](https://b2bgrowthco.com/wp-content/uploads/2026/06/The_Social_B2B_Organization_3D_copy.avif "The_Social_B2B_Organization_3D_copy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.thesocialb2borganization.com/?utm_source=linkedin&utm_medium=social&utm_campaign=button-website-url-colin-day) ## Buyers Are Watching Before They Ever Speak To Sales One of the biggest mistakes in B2B marketing is assuming that interest only counts when someone clicks, comments, fills in a form or books a call. That’s not how buying works anymore, especially on LinkedIn. Buyers are reading quietly. They’re comparing opinions. They’re checking who shows up, who has expertise and who seems credible long before they appear in your pipeline. This is why employee advocacy matters. Your people can influence the hidden part of the buying journey, the part your dashboard might not fully capture. A sales engineer sharing a practical lesson, a customer success manager explaining a common challenge, or a consultant commenting on a market shift can all build familiarity over time. Not because they’re selling, but because they’re helping buyers make sense of the problem. I’ve seen this in my own LinkedIn journey. People would come up to me at trade shows and mention a post from four, five or six months earlier. They hadn’t liked it. They hadn’t commented. But they were watching, remembering and connecting the dots. **Tip 👉 Create content for the quiet buyer, not just the visible engager. Ask, “If someone reads this and never clicks, will they still understand what we know, what we stand for and how we can help?”** [ ![DREAMDATA LINKEDIN ADS BENCHMARK](https://b2bgrowthco.com/wp-content/uploads/2026/06/LINKEDIN-ADS-BENCHMARK.webp "DREAMDATA LINKEDIN ADS BENCHMARK - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://dreamdata.io/linkedin-ads-b2b-benchmarks) ## The Power of Two - Your Company Page and Employees Need To Work Together There’s a regular debate that keeps showing up on LinkedIn. Should brands focus on the Company Page or employee profiles? My answer hasn’t changed. It’s not either/or. It’s The Power of Two. Your Company Page is the foundation of credibility. It gives the brand consistency, positioning and a home that doesn’t disappear when employees move on. Your employees bring the human layer. They create trust, relevance, relationships, and reach in ways a logo can’t do on its own. The mistake is expecting one side to do the whole job. A Company Page without employee voices can feel too polished or distant. Employee advocacy without a strong Company Page can feel scattered and hard to connect back to the business. A stronger system looks like this: - Use the Company Page to set the brand point of view. - Use employees to add expertise, examples and human context. - Use Page Advocacy to help employees engage with brand content in a useful way. - Use leaders and subject-matter experts to build trust around key themes. This is why growing a brand on LinkedIn is a team sport. The Page and the people each have a role, and the magic happens when they work together instead of competing for attention. **Tip 👉 Stop asking whether the Page or employees matter more. Ask how the Page can guide the message and how employees can make it more trusted, useful and human.** ![THE POWER OF TWO - MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/07/THE-POWER-OF-TWO-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x683.webp "THE POWER OF TWO - MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Measure Influence, Not Just Activity B2B marketers are under pressure to prove the value of social, so it’s easy to fall back on the numbers that are easiest to report. Likes. Comments. Shares. Impressions. Engagement rate. They’re not useless, but they’re not the whole story. If those are the only numbers you use, they can drive the wrong behaviour. You start creating content for visibility rather than business influence. Employee advocacy needs better questions behind it: - Are target accounts engaging with our people? - Are employees starting useful conversations? - Is social content influencing inbound enquiries? - Are sales conversations warmer because buyers already know us? - Is organic social contributing to pipeline, trust or deal momentum? This is where B2B marketing needs to mature. We need to stop treating social like a side channel that only reports activity and start treating it as part of the go-to-market system. That doesn’t mean every post needs to have a direct revenue line attached to it. B2B buying is too complex for that. But it does mean we need to look beyond surface-level numbers and pay attention to signals that show trust, credibility and buyer movement. **Tip 👉 Keep tracking activity, but don’t stop there. Add influence-based measures that show whether advocacy is helping the business become known, trusted and chosen.** ## Final Thoughts Employee advocacy works best when it stops being about content distribution and starts being about trust. Your people are not there to repeat the brand message like a script. They’re there to bring expertise, experience and credibility into the conversations your buyers are already having. That takes support, structure and confidence, not control. The Company Page still matters. Employee voices matter. Leaders matter. Subject matter experts matter. The opportunity is to get them working together so your brand is visible, useful, and trusted before the buyer ever raises their hand. That’s B2B Growth. No Hacks. So here’s the question worth asking before your next employee advocacy push: ***“Are we helping our employees share more posts, or are we helping them become more trusted voices in the market?”*** Cheers **Michelle J Raymond** ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Employee Advocacy, LinkedIn, LinkedIn Company Pages, LinkedIn Strategy, LinkedIn Tips --- ### [Why Your B2B Marketing Isn’t Building Buyer Trust (Insights from The B2B Institute)](https://b2bgrowthco.com/why-your-b2b-marketing-isnt-building-buyers-trust-from-the-b2b-institute/) **Published:** May 20, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** B2B buying committees are changing, and so is the way trust is built. Michelle J Raymond speaks with Vita Molis from The B2B Institute about why B2B creators, employee experts and trusted voices are becoming more important for building buyer confidence on LinkedIn. **Content:** I think a lot of B2B marketers are still trying to solve the wrong problem on LinkedIn. They think the issue is reach, more impressions, more followers and more people seeing their content. But what if B2B buyers already see you, and still don’t trust you enough to act? That’s the real problem. Because B2B buying has changed. The buying committee is bigger, the sales cycle is longer, and more deals are stalling before they ever reach a decision. Get this – research showed that around 40% of deals stall altogether. They don’t go to a competitor. They literally go nowhere. That’s not a reach problem – it’s a credibility gap. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, with guest** [Vita Molis](https://www.linkedin.com/in/vita-molis/) from [The B2B Institute](https://www.linkedin.com/showcase/the-b2b-institute-linkedin/) , **which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/why-your-b2b-marketing-isnt-building-buyer-trust-insights/id1603908569?i=1000769776404) ## The Buying Committee Is Bigger Than Your ICP I get that B2B Marketers love an ICP, and there are times, like during paid campaigns, that they are super useful. But sometimes I think that idea is taken too far, and we act like there’s only one person inside the business who matters. The problem is, B2B buying rarely works like that anymore, and it hasn’t for a long time. Back when I worked in B2B sales, I didn’t just know the one person who signed the purchase order. I made it my business to build a relationship with as many people in the business as I could. I knew the warehouse person. The receptionist. The buyer. The CEO. The research and development team. All of those relationships mattered. It taught me valuable lessons – - The person who influences the deal may not be the person your campaign is targeting. - The person who raises the concern may not be on your sales list. - The person who trusts your brand may be the one who gives the green light in a meeting you will never be invited to. 👉 If your content only helps your champion, you’re making their job harder. Your marketing should give them the language, proof and confidence to bring others along. ![HOW CONTENT MOVES BUYERS LINKEDIN EXPERT MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/05/HOW-CONTENT-MOVES-BUYERS-1024x548.avif "HOW CONTENT MOVES BUYERS LINKEDIN EXPERT MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Trust Is Built Through a Credibility Stack One good ad, one viral post or one polished campaign won’t fix a trust problem. Vita talked about the need for coherence in B2B marketing. Not one phenomenal ad that everyone loves, but consistent trust signals across the whole credibility stack. That stack includes the brand setting a clear point of view, employees talking about the brand, customers sharing their lived experience, and creators or trusted voices carrying the message into their networks. It’s also why Company Pages and personal profiles need to work together. Not as separate activities or competing channels, but as part of the same trust-building system. Your Company Page gives the brand credibility. Your people give it reach, context and human proof. Customers bring lived experience. Creators and subject matter experts help make the message easier to believe. That’s the bit too many B2B brands miss. They expect the brand to carry all the trust on its own, but buyers don’t believe a business simply because it says, “Trust us.” They trust people, peers and subject matter experts, especially the person who can say, “I’ve used this, and it works.” > If a peer recommends a brand, buyers are three times more likely to go with that brand over one that is cheaper or has a higher quality product. Vita Molis – The B2B Institute That’s the power of lived experience, and no amount of polished corporate messaging can fake that. ![THE POWER OF TWO LINKEDIN COMPANY PAGE AND EMPLOYEE ADVOCACY MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2026/05/THE-POWER-OF-TWO-LINKEDIN-COMPANY-PAGE-AND-EMPLOYEE-ADVOCACY-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x573.webp "THE POWER OF TWO LINKEDIN COMPANY PAGE AND EMPLOYEE ADVOCACY MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Employees Don’t Need Scripts. They Need Storylines. Here’s where employee advocacy often goes wrong. The marketing team writes a post, asks employees to copy and paste it, and then everyone pretends it’s authentic. Buyers aren’t stupid. They can smell scripted advocacy a mile away. If you want employees to help build trust, don’t hand them robotic content and expect magic. Vita says give them storylines instead. - Give them the main idea, - The customer problem, - The point of view and the context can be adapted in their own words. That’s how you get content that still aligns with the brand, without sounding like it came from the same corporate content machine. The opportunity is huge. > Vita shared that employees can have five to ten times the connections of a Company Page, yet only around 3% of employees are posting company-relevant content. That’s not a small gap. That’s a missed growth lever. But employee advocacy only works when employees have something useful to say. Not just “proud to share”. Not just “excited to announce”. Not just another brand-approved message with no personality. Give people the confidence to speak with their own expertise. That’s where the trust is. ## Stop Saying “We Tried That Once” This one might sting, but trying one video two years ago isn’t a strategy. Trying one employee post and deciding it “didn’t work” isn’t a test. Trying one creator partnership and judging it only on impressions isn’t enough evidence to write the idea off. I see this all the time in Company Page audits. A brand tries one format once, it doesn’t land, and suddenly that whole approach is off the table forever. “We tried that.” Did you? Or did you post it once, look at the impressions and decide it wasn’t worth doing again? Brand building takes time. Trust takes time. Sales cycles take time. If the buying journey is 272 days, why are we expecting one post to prove everything in 48 hours? This is where B2B marketers need to stop judging every piece of content as if it should create an immediate click, lead, or sale. Yes, impressions matter. Yes, engagement can tell us something. But they’re not the whole story. The better question is this: ***Are we making it easier for buyers to understand us, trust us and choose us when the time comes?*** That’s the job. And if your content is helping the buying committee feel more confident, it may be working long before it shows up in the numbers you normally report. [ ![B2B GROWTH CO Company Page Audit Strategy](https://b2bgrowthco.com/wp-content/uploads/2024/08/Company-Page-Audit-Strategy-thumbnail-1024x576.webp "B2B GROWTH CO Company Page Audit Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) ## Final Thoughts B2B marketers don’t need another hack for reach. They need to get serious about credibility. Because the buying committee is bigger than your campaign plan, the sales cycle is longer than your reporting window, and the people influencing the deal may not be the people you’re obsessively targeting. The brands that win will be those that make buyers feel confident enough to act. That means clear positioning, real expertise, employees who can speak with confidence, customers who share lived experience, and content that does more than fill the calendar. So before you ask, “How do we get more reach?” ask this instead, “Are we giving buyers enough reasons to trust us?” If the answer is no, more reach won’t fix the problem. Cheers **Michelle J Raymond** ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Employee Advocacy, LinkedIn, LinkedIn Company Pages, LinkedIn Strategy, LinkedIn Tips --- ### [500K Followers Later: What Actually Grew This LinkedIn Page](https://b2bgrowthco.com/500k-followers-later-what-actually-grew-this-linkedin-company-page/) **Published:** May 15, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Michelle J Raymond shares four key lessons from Social Media Marketing World 2026 and AI Business World, including what B2B marketers need to know about AI, LinkedIn, strategy, overwhelm and why clarity matters more than ever. **Content:** If your B2B Company Page isn’t growing, it’s easy to blame LinkedIn. The algorithm changed. Organic reach is harder. Employees get more engagement. Personal brands are having their moment. All of that might be true, but it doesn’t tell the whole story. Because if Company Pages don’t work, how did [AtkinsRéalis](https://www.linkedin.com/company/atkinsrealis/) grow a LinkedIn Company Page to more than 500,000+ followers after starting a new Page in 2023? To be fair up front, not every B2B brand has access to the same resources, brand recognition, or team size. They don’t. But the principles behind that growth are what many B2B marketers are missing, and this case study can really show exactly what it takes to grow a LinkedIn Company Page in 2026. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) **with guest** [Holly Kerr](https://www.linkedin.com/in/holly-c-kerr/), **which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/500k-linkedin-followers-what-actually-grew-this-company/id1603908569?i=1000768518693) ## A Page Worth Following Starts With One Important Question Most marketing and social media teams are under pressure to keep the Company Page active. So the default question becomes: can we post this on LinkedIn? That is the number one question that sets your LinkedIn Company Page up for failure. **The better question is: why would someone follow this Page?** That was one of the lessons from Holly and the team behind the AtkinsRéalis Page growth. They didn’t just think about what the business wanted to say. They considered what would make the Page worth following in their industry. A Company Page that works does more than report internal activity. It helps the audience make sense of something. It educates, informs or energises people behind the industry, the problem being solved, or the impact being created. It also asks what people should feel after reading their content – - Proud. - Curious. - Confident. - Clearer on the problem. - More trusting of your expertise. - More interested in what your people have to say. That’s very different from using the Page as a bulletin board. ![MOST LINKEDIN COMPANY PAGES ARE GLORIFIED BULLETIN BOARDS LINKEDIN EXPERT MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/05/MOST-LINKEDIN-COMPANY-PAGES-ARE-GLORIFIED-BULLETIN-BOARDS-LINKEDIN-EXPERT-MICHELLE-J-RAYMOND-1024x576.webp) ## Posting More Isn’t Always The Answer AtkinsRéalis was once posting upwards of six times a day across a 24-hour period every day, and now they post around twice a day max. That’s a huge shift, especially inside a large B2B organisation where every part of the business has something it wants shared. > “If your Company Page content is already competing with personal posts, paid posts, boosted content and everything else in the feed, why are you making it compete with itself?” Holly Kerr Having too much content can have the opposite intended impact and actually water down the messages you need people to remember. 1. Not every request deserves a place on the Company Page. 2. Not every event needs a Page post. 3. Not every campaign update should be pushed into the feed just because someone asked for it. Sometimes the better option is: - A leader post - Employee content - Paid support - A newsletter - A direct message - A sales enablement asset - No post at all Sometimes the right move is to post less, but make each post work harder. That’s not doing less. That’s choosing the right lever. ## No One Cares About These Types of Company Page Posts One of the easiest ways to turn a Company Page into a bulletin board is to post every event the business attends. “We’ll be at this event.” “Come and see us at stand X.” “Our team is looking forward to attending.” Let’s be honest – you don’t read them, and neither does anyone else. They aren’t helping you get a better ROI on your business’s investment in attending. You have so many better options – - Share the problem your team is helping solve - Introduce the experts attending - Explain why the topic matters now - Give people a clear reason to start a conversation Anyone who came to watch me present at Social Media Marketing World had to promise they would no longer post to the Company Page an entire post(s) that only shares the location of their stand at the next trade show. ***Will you make the promise for your Company Page?*** ![BE CLEAR WHO YOUR LINKEDIN COMPANY PAGE IS FOR MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2026/05/BE-CLEAR-WHO-YOUR-LINKEDIN-COMPANY-PAGE-IS-FOR-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x520.webp) ## Safe Content Is Often Invisible Content A lot of B2B Company Pages are playing it safe. The posts are polished. The language is approved. The visuals are on brand. The message has probably gone through more rounds of internal review than anyone wants to admit. Still, nothing much happens. Safe content is just like what all your industry competitors are doing and isn’t getting you anywhere. Trying something new on a Company Page can feel risky because the brand is visible. Stakeholders are watching. Leadership may be watching. The team doesn’t want to get it wrong. One failed post won’t break the brand. > A post that underperforms is not a disaster. It’s data. The bigger risk is never learning what your audience responds to because you’re too busy protecting a version of the brand that no one is paying attention to. Holly said something that made me laugh, as I can totally relate: “*The post you pour the most time, love and energy into can be the one that passes by without anyone caring. Then other times you come up with something quickly, with not much thought, and it performs way better.” 🤣* It reminds us that we can overcomplicate content until the reason someone would stop scrolling disappears. Let’s keep it simple. Before you publish, ask yourself, “Would I care about this if I saw it in my feed?” If the answer is no, your audience probably won’t either. You know what to do. [ ![B2B GROWTH CO Company Page Audit Strategy](https://b2bgrowthco.com/wp-content/uploads/2024/08/Company-Page-Audit-Strategy-thumbnail-1024x576.webp) ](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) ## Employee Advocacy Takes More Than A Copy-Paste Post Employee advocacy is one of those phrases that gets thrown around a lot on LinkedIn. The lazy version sounds like this: get employees active, ask them to like and share, give them the approved copy, then watch the reach grow. That’s not employee advocacy. If you want employees to show up on LinkedIn, you can’t just hand them branded assets and expect them to become advocates overnight. You need to make it easier for them to participate, and you need to trust them to sound like themselves. That means providing the right support: - Clear governance - Social media guidelines - Training for different levels of confidence - Examples from people already doing it well - Permission to add their own perspective The goal isn’t to create brand parrots. Too many companies say they want employees to post, but what they really want is controlled amplification. They want employees to repeat the company message without adding their own experience or point of view. That’s not what builds trust. People want real expertise, personal context and useful perspective. They want to see employees who are proud of the work, not employees copying and pasting a corporate line. ![THE POWER OF TWO LINKEDIN COMPANY PAGE AND EMPLOYEE ADVOCACY MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2026/05/THE-POWER-OF-TWO-LINKEDIN-COMPANY-PAGE-AND-EMPLOYEE-ADVOCACY-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x573.webp) ## Final Thoughts What I enjoyed most about this conversation with Holly is that the success of this Page was achieved through teamwork, establishing best practices grounded in marketing and social fundamentals rather than hacks, and that the Company Page serves its audience as the priority. They had to make some tough decisions along the way and really challenge their own views about doing things differently, rather than the way they have always been done. That’s the kind of courage I’d like to see more of and hear more about. Have you got a Company Page success story you’d like to share on the podcast? Send me a message and let’s share your key learnings with others so everyone grows. Cheers **Michelle J Raymond** ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Employee Advocacy, LinkedIn, LinkedIn Company Pages, LinkedIn Strategy, LinkedIn Tips --- ### [What Actually Matters in B2B Marketing Right Now (SMMW26 Recap)](https://b2bgrowthco.com/what-actually-matters-in-b2b-marketing-right-now-smmw26-recap/) **Published:** May 10, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Michelle J Raymond shares four key lessons from Social Media Marketing World 2026 and AI Business World, including what B2B marketers need to know about AI, LinkedIn, strategy, overwhelm and why clarity matters more than ever. **Content:** I just got back from Social Media Marketing World and AI Business World in Anaheim, USA. It’s such a great event put on by [Michael (Mike) Stelzner](https://www.linkedin.com/in/stelzner/) and the team at [Social Media Examiner](https://www.linkedin.com/company/social-media-examiner/). With around 2500 marketers, social media managers, and business owners attending, it was the equivalent of social media Disneyland. To be clear up front, I didn’t spend my time in the sessions; most of my takeaways came from conversations with marketers, speakers, and people working in this space day-to-day. Honestly, I still think the best insights often come from catch-ups in the corridors and networking opportunities. This year, the conference also included AI Business World. Based on my conversations, there seemed to be a mix of all-in enthusiasts, marketers who found it interesting but had no way to use the tools in their corporate roles, and those who were apprehensive at best. With all this being said, here’s what I think actually matters in B2B marketing right now based on what I learned at #SMMW26. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/ai-wont-save-your-b2b-marketing-itll-expose-it-faster/id1603908569?i=1000767369091) ## Lesson 1: Strategy Matters More Now Than Ever This was the biggest theme I kept hearing over and over again. Yes, AI can help marketers produce more content faster. But volume isn’t the goal. AI tools promise productivity and time savings, but marketers are using those time savings to do even more work. And honestly? A lot of it lands with a splat. That’s why there’s so much pushback right now around AI-generated content. The volume is there, but it often doesn’t feel like it’s talking to anyone specifically. I miss that feeling when you read something and think, “This is me. Are you reading my mind?” That’s why strategy and clarity matter more than ever, especially on LinkedIn. LinkedIn wants people to become known for a topic. It wants expertise signals. It wants consistency and clarity. You choose the topic. But make it really clear what you do. That’s why I keep coming back to the same point: > Confuse ’em, you lose ’em. So much so, I even had a t-shirt printed to remind people. 😀 ![MICHELLE J RAYMOND PRESENTING TO A CROWD AT SOCIAL MEDIA MARKETING WORLD](https://b2bgrowthco.com/wp-content/uploads/2026/05/MJR-PRESENTING-WHOLE-ROOM-1024x703.webp "MICHELLE J RAYMOND PRESENTING TO A CROWD AT SOCIAL MEDIA MARKETING WORLD - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Lesson 2: Where Does AI Adoption Fit in Corporate Life? A few people deeply involved in AI workflows and tools told me they had spent eight to twelve hours at a time learning to do things or exploring tools before becoming good at them. Easily getting lost down the rabbit hole sometimes for days or weeks. Honestly, I kept thinking about the B2B marketers I work with every day. ***When exactly are they supposed to find that kind of time?*** Most marketing teams are already stretched thin. They’re in back-to-back meetings trying to keep campaigns, content, leadership comms, blogs, reporting and social media moving. That’s why I think there’s hesitation around AI adoption. Not because marketers hate AI. But because if something takes too long to master, most teams simply don’t have the capacity. There’s a corporate reality that came up inMany teams are restricted to approved platforms such as several conversations. Many marketers aren’t even allowed to use certain tools inside their business due to privacy and IP concerns, restricted to approved platforms like Microsoft Copilot. That’s why I think the smartest way to approach AI right now is to stop trying to master everything. Most AI tools are useful for repurposing, workflows, research, captions, summaries and organisation. But they still require strategy and editorial judgement. AI can amplify good marketing, but it won’t fix weak positioning or unclear messaging. ![MICHELLE J RAYMOND QA AFTER SOCIAL MEDIA MARKETING WORLD SESSION](https://b2bgrowthco.com/wp-content/uploads/2026/05/MICHELLE-J-RAYMOND-QA-AFTER-SOCIAL-MEDIA-MARKETING-WORLD-SESSION-1024x768.webp "MICHELLE J RAYMOND QA AFTER SOCIAL MEDIA MARKETING WORLD SESSION - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Lesson 3: Human Perspective Matters More Now If I had a dollar for every time authenticity, storytelling and human connection came up in conversation during the event, I’d probably still be in Anaheim relaxing, eating hotdogs at a baseball game (they are so wrong they are so good!) And honestly, I agree with a lot of it. Your lived experience matters. Original thinking matters. The more you show that you genuinely understand your audience, the better your marketing becomes. We also need to acknowledge something marketers don’t talk about enough. A lot of people are still uncomfortable putting themselves out there. There’s still fear around thought leadership, visibility and sharing opinions publicly, and storytelling often gets confused with oversharing personal information. That’s why I don’t think AI suddenly turns non-creators into confident creators overnight. Am I wrong? The businesses that will win are the ones that find ways to combine: - Real expertise - Human perspective - Employee advocacy - Conversations - Thought leadership - Clear positioning That combination is incredibly difficult to fake, no matter how much AI Gurus try to convince you one prompt or playbook at a time. ## Lesson 4: B2B Marketers Need to Stop Trying to Master Everything One conversation at the event really stayed with me. I was chatting with a marketer about everything her role involved. Comms. Social media. Blogs. Thought leadership for executives. Content updates. Strategy. Reporting. My jaw was on the ground, and she just shrugged and said: “That’s the job.” That conversation summed up what I saw across the entire conference. Marketers have a lot on their plates – it seems more and not less. There’s pressure to: - Master AI - Post more content - Stay across every platform - Keep up with every trend - Somehow still deliver results That’s why I think the answer right now is not to try to implement everything. Pick one problem. Just one. 👉 Maybe it’s repurposing content better. 👉 Maybe it’s learning how to add captions to videos faster. 👉 Maybe it’s getting better at organising your content workflows. But trying to overhaul everything at once is probably what burns marketers out the fastest. ![MICHELLE J RAYMOND AND LILIANE ABBOUD SOCIAL MEDIA MARKETING WORLD](https://b2bgrowthco.com/wp-content/uploads/2026/05/MICHELLE-J-RAYMOND-AND-LILIANE-ABBOUD-AT-SOCIAL-MEDIA-MARKETING-WORLD-1024x768.webp "MICHELLE J RAYMOND AND LILIANE ABBOUD AT SOCIAL MEDIA MARKETING WORLD - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## The Best Marketers Are Going Back To Fundamentals What surprised me most about Social Media Marketing World was how many conversations ultimately came back to the same marketing fundamentals: 1. Strategy. 2. Clarity. 3. Trust. 4. Authenticity. 5. Audience understanding. Not hacks. Not shortcuts. Not “post 14 times a day”. Just better marketing fundamentals. The best marketers I met weren’t trying to drink from the fire hydrant (although I’m pretty sure watching them all take notes in sessions, they were trying to absorb as much as possible!!!) They were looking for one useful idea that could strengthen the strategy they already had. And honestly, I think that’s the mindset more B2B marketers need right now. Because AI is moving fast. But clarity still wins. Strategy still wins. Trust still wins. And if your positioning isn’t clear, AI won’t hide that problem. It will probably expose it faster. ## Final Thoughts All in all, it was another fantastic event, and it’s always so good to catch up with everyone. Especially Team LinkedIn Speakers – [AJ Wilcox](https://www.linkedin.com/in/wilcoxaj/), [Judi Fox](https://www.linkedin.com/in/judiwfox/), [Mandy McEwen](https://www.linkedin.com/in/mandymcewen/), [Louise Brogan.](https://www.linkedin.com/in/louisebrogan/) Thank you to everyone who talked shop with me until I pretty much lost my voice. I learned so much and made so many new friends who have inspired me to try new things, including giving AI a second chance, given how far it’s come. I can’t wait to put this into action with our [B2B GROWTH CO – Grow Your B2B on LinkedIn ](https://www.linkedin.com/company/b2b-growth-co/)clients. Hopefully I’ll be back next year to catch up with everyone again. 🤞 ![MICHELLE J RAYMOND LINKEDIN EXPERT - CONFUSE EM OR LOSE EM](https://b2bgrowthco.com/wp-content/uploads/2026/05/MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-CONFUSE-EM-OR-LOSE-EM-560x1024.webp "MICHELLE J RAYMOND LINKEDIN EXPERT - CONFUSE EM OR LOSE EM - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Cheers **Michelle J Raymond** ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Company Pages, LinkedIn Strategy, LinkedIn Tips --- ### [Stop Wasting Content: LinkedIn & B2B Marketing Mistakes](https://b2bgrowthco.com/stop-wasting-content-linkedin-and-b2b-marketing-mistakes/) **Published:** April 15, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Most B2B marketing teams don’t have a content problem. They have a content waste problem. Michelle J Raymond and Lee Densmer unpack why good B2B content gets lost, ignored, or only used once and how marketing teams can get more value from the content they already create. **Content:** If you’ve ever created a piece of content you were genuinely proud of… only to watch it disappear, you’ll know exactly how this feels. B2B teams aren’t short on good content. In fact, a lot of the best work never gets the chance to do what it was created for. It’s not being seen, not being used, or it’s buried so quickly that it may as well not exist. That’s where it starts to wear you down. Because you know the effort behind it. The time, the thinking, the pressure to get it right… and still, it doesn’t deliver what it should. This isn’t a content problem. It’s a content waste problem. In this episode, [Lee Densmer](https://www.linkedin.com/preload/#) joins me to unpack what’s really happening inside B2B organisations and why so much good work never realises its full potential. Connect with her and let her know I sent you. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/the-b2b-content-waste-problem-nobody-talks-about/id1603908569?i=1000761417824) ## What B2B Content Waste Really Looks Like You might have assumed that when we talk about B2B content waste, the problem is bad content. It’s not. Content waste shows up in much more familiar ways: - You publish something once and never use it again - Your best ideas sit buried on the website with no visibility - Sales isn’t using your content, even though you know it’s good - You keep creating new content without checking what already exists > The hardest one to admit – you know your team is working hard, but you can’t clearly point to what that content is actually doing. That’s content waste. Not because the content is poor, but because it’s not being used properly across the business. ## Why Good B2B Content Never Gets Used If you’re creating solid B2B content but it’s not being used across the business, that’s usually a sign that things are broken. It’s not about effort. It’s what happens next. It usually comes back to this: - Teams don’t know the content exists - Nobody has trained them how to use it - It can’t be found in the systems you’re using - Teams are working in silos with no real information flow If your sales team isn’t using your content, it’s often because it doesn’t reflect what they’re hearing in customer conversations. Trust us, if it doesn’t sound like them, they won’t use it. So this isn’t about pushing more content out, it’s about making sure the right people know it exists, can find it, and actually see how it helps them do their job. [ ![Lee Densmer Book](https://b2bgrowthco.com/wp-content/uploads/2026/04/Lee-Densmer-Book.webp "Lee Densmer Book - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://leedensmer.com/book/) Grab a copy of Lee's book ## LinkedIn is One Channel. Not the Whole B2B Marketing Strategy LinkedIn is a big place where B2B buyers go for information. But it’s still just one channel. You create something strong, post it once, and move on. That’s where the content waste starts. Your content shouldn’t live in one place. It should be used across multiple channels. One idea, multiple ways to show up. For B2B marketing teams, that could look like: - A core idea on your website or blog - Turn the blog into LinkedIn posts and a newsletter - Ask employees to share in their own voice - Adapted blog into video or short-form content As Lee put it, it’s one concept, multiple venues. If your team is only using content once, you’re not getting the return on the effort you’ve already put in. A more practical way to think about this is your “centre of gravity”. That’s where your best content starts. For some teams, that might be a research report, a blog, a podcast or a video series. From there, everything else is built. Instead of constantly asking “what do we post next?”, shift the question to: ***“How do we get more value from what we’ve already created?”*** That shift alone immediately reduces content waste. [ ![B2B GROWTH CO Company Page Audit Strategy](https://b2bgrowthco.com/wp-content/uploads/2024/08/Company-Page-Audit-Strategy-thumbnail-1024x576.webp "B2B GROWTH CO Company Page Audit Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) ## Repetition Is Part of the Strategy This is where B2B teams hold themselves back. You think you’ve already said it. You posted about it a few months ago. Maybe even last week. So you move on. But your audience doesn’t see everything you publish. You are relying on the right person being online at the exact moment you post. When you say it like that, it sounds a bit ridiculous. But that’s exactly what’s happening. I promise you will get bored with your message long before your audience does. If your team keeps jumping between topics, your market won’t know what you stand for. But when you repeat what matters, across different formats and moments, that’s when things start to stick. That’s when you become known for something. ## What a Strong Content System Looks Like When content is working, it’s not random. It’s coordinated. There are a few things in place: - Sales, marketing and product teams are aligned - Content is shared and reused across the business - Insights from customer conversations feed into content - Someone is clearly responsible for making it all work ⚠️ That last one matters more than most teams realise. If no one owns it, it doesn’t happen. ## Where To Start Fixing Your B2B Content Strategy If you’re reading this and thinking, “this sounds like us,” please don’t create more content. Start with what you’ve already got. Take a proper look at it. - What do you actually have? - What’s still relevant and just needs updating? - What should be archived or removed? - Where are the real gaps? Most teams don’t even know what they’ve got, and that’s where the waste starts. Because there is usually good content sitting there. It’s hard to find, isn’t maintained, and isn’t being used across the business. Fix that first. Then decide what needs to be created next. The same content waste is most likely happening on your website. We recommend you check out this episode from our trusted SEO expert [Nikki Pilkington](https://www.linkedin.com/preload/#) to audit your website while you’re at it. Give the podcast a follow while you’re there. ## Final Thoughts Content isn’t usually the problem. The system around it is. Right now, too many B2B teams are creating content that no one knows about, isn’t shared internally, and doesn’t help marketing or sales do their jobs. That’s the gap. So before you create another LinkedIn post or campaign, pause and ask your team: - Do we know what content we already have? - Can teams actually find and use it? - Are we building from one strong idea, or starting from scratch every time? When teams are aligned, content is reused properly, and someone is clearly responsible for making it all work, everything changes. You stop creating for the sake of it. You start creating content that actually gets used. That’s when your work starts to support the business in a way people can see. **Book a time here to discover how we can help your B2B Grow –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers **Michelle J Raymond** ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Company Pages, LinkedIn Strategy, LinkedIn Tips --- ### [LinkedIn's Algorithm Didn’t Kill Company Pages. Marketers Did.](https://b2bgrowthco.com/linkedins-algorithm-didnt-kill-company-pages-marketers-did/) **Published:** April 20, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Are LinkedIn Company Pages really dead, or are marketers using them the wrong way? Michelle J Raymond breaks down why most B2B Company Pages struggle, what ManyChat is doing differently, and how brands can build visibility by participating in conversations instead of just broadcasting content. Perfect for B2B marketers looking to improve LinkedIn strategy, engagement, and brand credibility. **Content:** Another article is doing the rounds saying LinkedIn’s algorithm killed Company Pages. It didn’t. You know who did? Marketers. It’s a bold statement, and yes, a little clickbaity, but if I’m being honest, I actually think it’s true. Now, before anyone gets defensive, hear me out… **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/linkedins-algorithm-didnt-kill-company-pages-marketers/id1603908569?i=1000763019826) ## Company Pages Were Never Meant to Behave Like Profiles Let’s start here, because this is where a lot of the confusion comes from. Company Pages and personal Profiles are not the same. They never have been. They never will be. LinkedIn is a member-first platform. So it makes complete sense that content from people performs better in the feed than content from Pages. That’s not a flaw. That’s the design. But too many marketers are still measuring their Page as if it should behave like a Profile. And when it doesn’t, the conclusion is that it’s broken. It’s not broken. It’s being misunderstood. Because there is more to building a brand than just posting content. Your Company Page is often where people land. It’s where they check you out, validate what they’ve seen, and decide whether you’re worth paying attention to. So dismissing it completely misses the role it actually plays. ![POWER OF TWO MICHELLE J RAYMOND PRESENTING AT SOCIAL MEDIA MARKETING WORLD](https://b2bgrowthco.com/wp-content/uploads/2026/03/IMG_0158-1024x683.webp "POWER OF TWO MICHELLE J RAYMOND PRESENTING AT SOCIAL MEDIA MARKETING WORLD - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Where Things Have Actually Gone Wrong I’ve done enough Page Audit & Strategy sessions to know that most Company Pages didn’t suddenly stop working. They drifted. What started as a strategy became reactive. A request comes in, so you post it. Another update is needed, so that goes out too. Over time, the Page becomes a collection of internal priorities rather than something built for the audience. You see it everywhere: - Announcements, no one is waiting for - Updates that make sense internally but not externally - Content with no clear point of view - Posts that look like every other brand in the feed And if you’re honest, you probably wouldn’t stop for most of it either. When content doesn’t get engagement, LinkedIn doesn’t keep showing it. That’s not the algorithm working against you. That’s the platform doing exactly what it’s meant to do. ## Why ManyChat Caught My Attention This is why [Manychat](https://www.linkedin.com/company/manychat/) stood out to me this week. They didn’t just adjust their content. They changed how they showed up. They said their Page wouldn’t behave like a typical Company Page anymore. Less polished announcements. Less “we launched something”. More focus on conversations, opinions, and what people are actually dealing with right now. And importantly, they backed it up. They showed up in comments. They engaged with people. They sounded like humans, not a carefully filtered version of the brand. That’s what made the difference. ![Manychat LI post image with Michelle J Raymond LinkedIn expert](https://b2bgrowthco.com/wp-content/uploads/2026/04/Manychat-LI-post-image.webp "Manychat LI post image with Michelle J Raymond LinkedIn expert - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## The Part Most Teams Are Dealing With When I shared my thoughts on this, one comment stuck with me. “I’d love to do that, but I’d probably get the sack.” That’s the reality for a lot of B2B teams. You can see what would work. You might even have tried it. But without internal support, those ideas don’t last. So you default to what feels safe and safe usually ends up looking like everything else. I’ve seen genuinely engaging Pages pulled back because they felt “too different”. Over time, the content gets watered down, and so does the performance. ## This Is Where The Conversation Is Shifting I read a LinkedIn post by [Molly Hopkins](https://www.linkedin.com/in/molly-hopkins/), and she made a really important point . > Company Pages aren’t dying, but how content gets distributed has changed. Employee voices will naturally outperform corporate ones in the feed. That’s always been the case. What’s different now is that more organisations are finally recognising it and investing in it. And they should. But that doesn’t mean Company Pages are no longer relevant. It means the role of the Page needs to evolve alongside it. Because the strongest brands don’t choose, they use The Power of Two – the company and employee brands working together. Molly’s full post 👇 [ ![MOLLY HOPKINS POST RE LINKEDIN COMPANY PAGES](https://b2bgrowthco.com/wp-content/uploads/2026/04/MOLLY-POST-LINK-IMAGE.webp "MOLLY HOPKINS POST RE LINKEDIN COMPANY PAGES - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.linkedin.com/feed/update/urn:li:activity:7452338258388316161/) ## You Don’t Need To Copy Manychat This isn’t about copying what another brand is doing. You don’t need to be loud. You don’t need to be controversial. You don’t need to try to be funny if that doesn’t fit your brand. But you do need to stand for something. If you’re in a technical or more traditional industry, lean into that. Be the most useful voice in your space. Go deeper than your competitors. Explain things properly. Share what’s actually happening in your industry. That’s how you build credibility. **Being knowledgeable and being human are not mutually exclusive!** [ ![B2B GROWTH CO Company Page Audit Strategy](https://b2bgrowthco.com/wp-content/uploads/2024/08/Company-Page-Audit-Strategy-thumbnail-1024x576.webp "B2B GROWTH CO Company Page Audit Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) ## The Opportunity Most Pages Are Missing The biggest shift I’d encourage you to make is this. Stop thinking about your Company Page as a place to post. Start thinking about it as a way to participate, or as i call it, Page Advocacy. That might look like: - Commenting on posts from customers and industry peers - Supporting employee content in a meaningful way - Joining conversations where your expertise is relevant - Showing up consistently beyond your own posts Because visibility doesn’t just come from what you publish. It comes from how you show up around it. [ ![The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-LinkedIn-Branding-Book-Front-Cover-725x1024.webp "The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://mybook.to/The_LinkedIn_Branding_Book) Grab your copy on Amazon today ## Final Thoughts Company Pages aren’t broken. But the way most marketers are using them is. If your Page is only there to broadcast messages, it will continue to struggle. If it becomes part of the conversation, things start to change. This isn’t about blaming the LinkedIn algorithm. It’s about taking responsibility for how your Page shows up and maybe, just maybe, having a crack at doing things differently. Because the brands that are getting results right now aren’t the ones playing it safe. They’re the ones who are clear, useful, and willing to show up properly. So here’s my question for you: “Is your Company Page built to grow…or just built to post? **Book a time here to discover how we can help your B2B Grow –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers **Michelle J Raymond** ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIHZpZXdCb3g9IjAgMCAxNiAxNiIgZmlsbD0ibm9uZSIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj4KPGcgY2xpcC1wYXRoPSJ1cmwoI2NsaXAwXzM0M185OTUpIj4KPHBhdGggZD0iTTE0LjgxNTYgMEgxLjE4MTI1QzAuNTI4MTI1IDAgMCAwLjUxNTYyNSAwIDEuMTUzMTNWMTQuODQzOEMwIDE1LjQ4MTMgMC41MjgxMjUgMTYgMS4xODEyNSAxNkgxNC44MTU2QzE1LjQ2ODggMTYgMTYgMTUuNDgxMyAxNiAxNC44NDY5VjEuMTUzMTNDMTYgMC41MTU2MjUgMTUuNDY4OCAwIDE0LjgxNTYgMFpNNC43NDY4NyAxMy42MzQ0SDIuMzcxODhWNS45OTY4N0g0Ljc0Njg3VjEzLjYzNDRaTTMuNTU5MzggNC45NTYyNUMyLjc5Njg4IDQuOTU2MjUgMi4xODEyNSA0LjM0MDYyIDIuMTgxMjUgMy41ODEyNUMyLjE4MTI1IDIuODIxODggMi43OTY4OCAyLjIwNjI1IDMuNTU5MzggMi4yMDYyNUM0LjMxODc1IDIuMjA2MjUgNC45MzQzNyAyLjgyMTg4IDQuOTM0MzcgMy41ODEyNUM0LjkzNDM3IDQuMzM3NSA0LjMxODc1IDQuOTU2MjUgMy41NTkzOCA0Ljk1NjI1Wk0xMy42MzQ0IDEzLjYzNDRIMTEuMjYyNVY5LjkyMTg4QzExLjI2MjUgOS4wMzc1IDExLjI0NjkgNy44OTY4NyAxMC4wMjgxIDcuODk2ODdDOC43OTM3NSA3Ljg5Njg3IDguNjA2MjUgOC44NjI1IDguNjA2MjUgOS44NTkzOFYxMy42MzQ0SDYuMjM3NVY1Ljk5Njg3SDguNTEyNVY3LjA0MDYzSDguNTQzNzVDOC44NTkzNyA2LjQ0MDYzIDkuNjM0MzggNS44MDYyNSAxMC43ODc1IDUuODA2MjVDMTMuMTkwNiA1LjgwNjI1IDEzLjYzNDQgNy4zODc1IDEzLjYzNDQgOS40NDM3NVYxMy42MzQ0VjEzLjYzNDRaIiBmaWxsPSIjNDM0OTYwIi8+CjwvZz4KPGRlZnM+CjxjbGlwUGF0aCBpZD0iY2xpcDBfMzQzXzk5NSI+CjxyZWN0IHdpZHRoPSIxNiIgaGVpZ2h0PSIxNiIgZmlsbD0id2hpdGUiLz4KPC9jbGlwUGF0aD4KPC9kZWZzPgo8L3N2Zz4K) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Company Pages, LinkedIn Strategy, LinkedIn Tips --- ### [What to Fix First on Your LinkedIn Company Page](https://b2bgrowthco.com/what-to-fix-first-on-your-linkedin-company-page/) **Published:** April 2, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Fix your LinkedIn Company Page fast. Learn the three common mistakes B2B marketers make and how to improve clarity, content and strategy to drive better engagement and results. **Content:** Give me 10 minutes**,** and I can usually tell what’s holding a Company Page back. It’s not usually because the marketers aren’t capable. The people I work with are smart, experienced, and know their business inside out. The issue is what’s happened to the Page over time. Because what I’m seeing in audit after audit is this. The strategy was there. The intent was right. But somewhere along the way, things drifted and when that happens, the LinkedIn Company Page stops doing the job it was meant to do. In this week’s podcast, I broke down the three types of Company Pages I see most often, what’s really going wrong, and where I’d focus first to fix them. Chances are, you’ll recognise yours in one of these. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/fix-your-linkedin-company-page-3-mistakes-to-avoid/id1603908569?i=1000758825095) ## "The Ghost Town" LinkedIn Company Page This page was set up with good intentions, but has been left behind. It hasn’t been updated in a while. The content is inconsistent or non-existent. The information doesn’t reflect where the business is today. When someone lands on it, there’s nothing there that helps them understand who you are or why they should care. The fix here isn’t complicated, but it does matter. Start with your foundations: - Your About section needs to clearly explain what you do, who you do it for, and what makes you different - Your Page details should be complete and up to date - Your banner should reinforce your positioning, not just fill space This is especially important now. We know that buyers are checking Company Pages as part of their decision-making process. If your Page feels neglected or unclear, it creates doubt at the exact moment you need to build confidence. This isn’t about perfection. It’s about relevance. ![LINKEDIN GHOST TOWN TUMBLEWEEDS MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2026/04/GHOST-TOWN-TUMBLEWEEDS.webp "LINKEDIN GHOST TOWN TUMBLEWEEDS MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## "The Internal Newsletter" Company Page This is the most common one I see. The content is consistent, but it’s all internal. New hires. Events. Announcements. Milestones. Product updates. Each post makes sense on its own. None of them is wrong. But taken together, they don’t serve the audience. They serve the business, and this is where things start to unravel. Because it rarely begins as a strategy decision. It happens gradually. Someone asks if you can post something. You say yes. Then someone else asks. You say yes again. Over time, the Page becomes a collection of internal requests rather than a reflection of your strategy. The fix here is simple, but not always easy. You need to get back to what the Page is there to do and be prepared to protect it. That may mean saying no. Not to be difficult, but to stay focused. Because when everything gets posted, the Page loses its purpose. And when that happens, it becomes noise. ## "The Product Dump" LinkedIn Company Page This Page is full of features and benefits. Every post is about what the product does. What’s been released. What’s new. And if you have a lot of products, it becomes a constant cycle of trying to cover everything. The challenge is that your competitors are doing exactly the same thing. So even if the content is accurate, it’s not memorable. The shift here is in how you frame what you’re sharing. Instead of leading with features, lead with relevance. - Why should your audience care about this? - What problem does it solve for them? - Who is it actually for? You don’t need to talk about everything. In fact, you shouldn’t. It is far more effective to focus on a smaller number of products, repeat the key benefit, and make them stick. That’s how you build recognition. That’s how you stand out. [ ![B2B GROWTH CO Company Page Audit Strategy](https://b2bgrowthco.com/wp-content/uploads/2024/08/Company-Page-Audit-Strategy-thumbnail-1024x576.webp "B2B GROWTH CO Company Page Audit Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) ## What This Really Comes Back To On the surface, these look like three different problems. But underneath, they’re all the same. The Page has drifted away from the strategy. That strategy probably still exists. It’s just no longer guiding day-to-day operations, and when that disconnect happens, performance drops. Not because of the algorithm. Not because LinkedIn has changed. But because the Page is no longer aligned with its intended purpose. ## Final Thoughts If your Company Page isn’t delivering what you want it to, the answer isn’t to do more. It’s time to step back and check whether you’re still on track. Is it clear who the Page is for? Is the content designed to help that audience? Are you reinforcing what you want to be known for? Because most of the time, the fix isn’t complicated. It’s about getting back to what you already know works and having the discipline to stick to it. **Book a time here to discover how we can help your B2B Grow –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers **Michelle J Raymond** ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Algorithm, LinkedIn Company Pages, LinkedIn Strategy, LinkedIn Tips --- ### [Why Your LinkedIn Profile Matters More Than Your Posts (2026 Update)](https://b2bgrowthco.com/why-your-linkedin-profile-matters-more-than-your-posts-2026/) **Published:** April 5, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Why your LinkedIn profile matters more than posting in 2026. Discover how B2B marketers can improve visibility, reach and results with better positioning and profile clarity. **Content:** If LinkedIn had to explain you in one sentence, do you think it would get it right? Most people would say yes. They’re posting consistently and showing up, but when you look closely, LinkedIn is often telling a very different story. That’s the gap. Your Profile is the clearest signal LinkedIn has to understand who you are and what you’re known for. If your content feels like it’s not working, e.g., reach is inconsistent, engagement drops and results feel unpredictable, the typical response is to post more. But if LinkedIn doesn’t clearly understand you, more content won’t help. It just creates more mixed signals. Because right now, your Profile is doing more of the heavy lifting than your posts. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/why-your-linkedin-profile-matters-more-than-your-posts/id1603908569?i=1000760585796) ## The Shift Most People Haven’t Noticed A lot has changed on LinkedIn over the past six months. Not one single update, but a combination of shifts pointing in the same direction. It’s no longer just focused on who you know, but more so on what you’re known for. LinkedIn is working to connect people who consistently discuss specific topics with those who want to learn about them. This often includes people outside of your connections. What this means LinkedIn, AI tools and search systems are all trying to put you into a clear box. They’re asking the same questions: - Who is this person? - What are they known for? - Who should see their content? - Are you an authority on this topic? If your Profile isn’t giving a clear answer, LinkedIn will fill in the gaps itself. ## Why Your Profile Is the Signal Your posts are always changing: - Different topics - Different angles - Often shaped by internal requests That creates mixed signals, and LinkedIn doesn’t know what to do with that. Your Profile is structured, consistent and far easier to read. Your posts show what you’re doing, but your Profile explains who you are and validates your credibility. If those don’t match, you’re creating confusion. ## Why Posting More Isn’t the Answer When reach drops, doing more feels like the logical answer. More posts, more frequency, more effort. But if your Profile isn’t clear, you’re just amplifying the problem. LinkedIn doesn’t know who to show your content to, and your audience doesn’t immediately understand why they should care. Clarity beats volume every time. So, before you log in to LinkedIn to post again, take a step back and fix the foundation. Get clear on: - Who you’re actually for - What you’re known for - Whether your profile and content are reinforcing the same idea Because if those things aren’t aligned, more content won’t fix it. ## The Part Most People Skip Your experience, skills and work history matter more than ever. LinkedIn and AI tools are reading them to understand whether you’re credible. They’re not just looking at what you say in your content; they’re checking whether your Profile backs it up. If your Profile is vague or outdated, it weakens everything else you’re doing. You’re not just talking about what you do; you need to show proof. [ ![LINKEDIN PROFILE WRITING SERVICE WITH MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/06/LINKEDIN-PROFILE-WRITING-SERVICE-WITH-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x576.webp "LINKEDIN PROFILE WRITING SERVICE WITH MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-profile-writing/) Want help making sure your LinkedIn Profile is optimised? ## Final Thoughts If LinkedIn can’t clearly understand what you do, it can’t confidently recommend you. Not in the feed. Not in search. Not to the right audience in the feed. And no amount of posting will fix that. So before you create your next piece of content, take a step back and look at your Profile. What would LinkedIn say you’re known for right now? And more importantly, would you agree with it? If the answer is no, that’s your work for this week. **Book a time here to discover how we can help your B2B Grow –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers **Michelle J Raymond** ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Algorithm, LinkedIn Company Pages, LinkedIn Strategy, LinkedIn Tips --- ### [LinkedIn and AI Citations: What the Latest Research Really Means for B2B Marketers](https://b2bgrowthco.com/linkedin-and-ai-citations-what-the-latest-research-really-means-for-b2b-marketers/) **Published:** March 3, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn is increasingly cited in AI answers, but most marketers are drawing the wrong conclusions. Discover why indexed LinkedIn content appears in AI results and what B2B marketers should focus on instead of simply posting more. **Content:** In my previous article, I explored how marketers can increase their chances of being cited in AI answers using LinkedIn. **“**[Why LinkedIn Is Being Cited by AI (And What Marketers Are Getting Wrong).](https://b2bgrowthco.com/why-linkedin-is-being-cited-by-ai-and-what-marketers-are-getting-wrong/)” If you missed that, it’s a good place to start. Quick summary – Recent research shows that [LinkedIn](https://www.linkedin.com/company/linkedin/) is increasingly appearing in answers generated by AI tools such as [**ChatGPT**](https://www.linkedin.com/company/chatgpt/), [**Perplexity**](https://www.linkedin.com/company/perplexity-ai/), and Google AI Mode. A new study by [Profound](https://www.linkedin.com/company/profound-projects/) has been widely shared across the platform with a compelling headline: > “LinkedIn is the most-cited domain for professional queries in AI search.” That finding is significant. But with many early insights about AI search, the headline has quickly turned into a much simpler piece of advice: **Post more on LinkedIn.** The problem is that the research itself and newer data from [Semrush](https://www.linkedin.com/company/semrush/), tells a much more nuanced story. And that nuance matters if marketers want to understand where the real opportunity lies. If you missed these two major pieces of research, they’re an interesting read: - [**Profound study on AI citations**](https://www.tryprofound.com/blog/linkedin-is-the-most-cited-domain-for-professional-queries-in-ai-search?utm_source=chatgpt.com) - [**SEMRUSH AI visibility research**](https://www.semrush.com/blog/linkedin-ai-visibility-study/) **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/how-to-get-your-b2b-brand-cited-by-llms-using-linkedin/id1603908569?i=1000754743450) ## What the Profound Research Actually Shows Let’s start with the headline. The Profound research found that **LinkedIn has become the most cited domain for professional queries in AI search.** There are two critical words in that statement that marketers need to pay attention to: 1. **Domain** 2. **Professional queries** As I explained on the podcast, the key point is that it’s [linkedin.com](http://linkedin.com/) that’s being cited, NOT necessarily your individual post. This distinction matters. AI systems answering professional questions often need structured information about: - People - Companies - Job roles - Expertise - Industries LinkedIn happens to contain one of the largest structured datasets of professional information on the internet. So when someone asks an AI tool questions like: - Who are experts in B2B marketing? - What companies specialise in X? - What does a product marketing manager do? LinkedIn becomes a natural source. In other words, LinkedIn’s visibility in AI answers is not surprising. But that leads to the next issue. [ ![PROFOUND STUDY](https://b2bgrowthco.com/wp-content/uploads/2026/03/PROFOUND-STUDY.avif "PROFOUND STUDY - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.tryprofound.com/blog/linkedin-is-the-most-cited-domain-for-professional-queries-in-ai-search?utm_source=chatgpt.com) ## The Oversimplification: “Posting More Will Get You Cited” Once the Profound research began circulating, a simple narrative quickly emerged: **If LinkedIn is cited more by AI tools, posting more will get you cited.** That conclusion is appealing. But it’s also a major oversimplification. Looking more closely at the Profound data shows why. Yes, the share of citations coming from LinkedIn posts increased. But so did citations from long-form content such as articles and newsletters. More importantly, something else happened at the same time. **Profile citations dropped dramatically.** > “Yes, LinkedIn content is appearing more often in AI answers. But it doesn’t prove that posting more frequently is the answer.” MJR Even after the increase shown in the research, **the majority of LinkedIn citations still come from ares of LinkedIn other than feed posts.** That’s an important context marketers often miss. ## What the Semrush AI Visibility Study Adds To better understand how LinkedIn content appears in AI answers, it helps to look beyond a single dataset. Semrush recently analysed **tens of thousands of LinkedIn URLs cited across AI systems**, including: - ChatGPT Search - Google AI Mode - Perplexity One of the most interesting findings from their research is that **viral content is rarely cited by AI systems.** That insight aligns with a key observation from the podcast episode: > “The LinkedIn feed rewards content that spreads. AI systems reward content that explains.” MJR This is a crucial distinction. The LinkedIn algorithm prioritises: - Engagement - Conversation - Recency - Relevance AI retrieval systems prioritise: - Authority - Clarity - Structured explanations - Reliable sources Those are very different optimisation goals. This explains why a post that generates thousands of reactions may still never appear in AI search results. [ ![CITATION COMPOSITION OF PROFOUND STUDY](https://b2bgrowthco.com/wp-content/uploads/2026/03/CITATION-COMPOSITION-OF-PROFOUND-STUDY.webp "CITATION COMPOSITION OF PROFOUND STUDY - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.tryprofound.com/blog/linkedin-is-the-most-cited-domain-for-professional-queries-in-ai-search?utm_source=chatgpt.com) ## Not All LinkedIn Content Is Equal Another important insight from the research is that different LinkedIn surfaces behave differently when it comes to AI answers. In the Semrush study, Company Pages were cited more often than individual profiles. You will all know how excited I was to read this line. 😀 This suggests that AI systems may rely more heavily on structured organisational information than on individual social posts. ### Why LinkedIn Company Pages Matter More Than Many Marketers Realise For years, LinkedIn strategy conversations have focused heavily on the feed. e.g., Company Pages are a waste of time because they don’t get as many impressions as personal posts. I think that Company Pages are most likely cited more often as they are backed by the authority of the brand online eg websites, blogs etc What I was most excited about was the Semrush data showing that you need the Power of Two – the balance of Company Page content and Thought Leadership content by employees, as AI systems prioritise differently. I will continue to look into this more and report back, but I’m really encouraged that we are looking at things in the greater context of the business and well beyond vanity metrics. ![THE POWER OF TWO - MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/07/THE-POWER-OF-TWO-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x683.webp "THE POWER OF TWO - MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### How to See What Google Has Indexed From Your LinkedIn Efforts One of the most practical ways to understand how LinkedIn content appears in search systems is to check what Google has indexed about you or your brand because many AI answer engines rely on web indexes as part of their retrieval process. You can do this with a simple search operator. ![B2B GROWTH CO - MICHELLE J RAYMOND - WHAT HAS BEEN INDEXED ON GOOGLE FROM LINKEDIN](https://b2bgrowthco.com/wp-content/uploads/2026/03/B2B-GROWTH-CO-MICHELLE-J-RAYMOND-WHAT-HAS-BEEN-INDEXED-ON-GOOGLE-FROM-LINKEDIN-1024x576.webp "B2B GROWTH CO - MICHELLE J RAYMOND - WHAT HAS BEEN INDEXED ON GOOGLE FROM LINKEDIN - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") When you run these searches, something interesting becomes clear. Structured pages often appear more consistently than individual feed posts. When you start looking at what Google has indexed from LinkedIn posts, the amount is surprisingly small compared to the volume of content being published. That doesn’t mean posts cannot appear in search. But it does highlight how things perform differently in AI systems and outputs. ## A Word of Caution About Early AI Citation Data Studies examining large language models have shown that citation patterns can vary significantly across systems and change rapidly as models update. That means short-term shifts, such as a three-month change in LinkedIn citation composition, should be interpreted carefully. The broader trend is clear – AI systems increasingly rely on authoritative knowledge ecosystems, and LinkedIn is fast becoming one of them. In other words, the rate of change is crazy! [ ![B2B GROWTH CO Company Page Admin Training](https://b2bgrowthco.com/wp-content/uploads/2024/05/Company-Page-Admin-thumbnail-1024x576.webp "B2B GROWTH CO Company Page Admin Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/company-page-training/) ## Final Thoughts The rise of LinkedIn in AI answers is real. But the takeaway for marketers isn’t simply to post more frequently. Instead, the opportunity lies in strengthening the **structured representation of expertise across LinkedIn.** That means: - Clear positioning - Strong Profiles - Well-optimised Company Pages - Useful content that explains your expertise done consistently For B2B marketers, that shift may actually be good news because explanation, authority, and expertise have always been the foundations of great marketing. **Want help optimising your LinkedIn presence to increase the chances of being cited by AI systems? Book a time here to discover how –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers **Michelle J Raymond** PS: If you read this far, you obviously enjoy newsletters. Get more exclusive insights by subscribing to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Company Pages, LinkedIn Strategy, LinkedIn Tips --- ### [Is Employee Advocacy Just an Engagement Pod With a Company Logo?](https://b2bgrowthco.com/is-employee-advocacy-just-an-engagement-pod-with-a-company/) **Published:** March 8, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Employee advocacy or engagement pod in disguise? Learn how intent, not activity, determines whether your LinkedIn strategy builds real reach or just internal noise. **Content:** I saw a LinkedIn post recently that stopped me mid-scroll. It called out a company for asking employees to drop their posts into Slack, so the team could jump in and engage. The reaction was strong. The claim was that this isn’t good marketing and that content should be left for the audience to judge. The conversation in the comments on the post was interesting. I questioned the author on some parts of the claim and shared my perspective. But then I got blocked. So we’re continuing the conversation here instead, because I think it raised a really important point. 😀 **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/employee-advocacy-vs-engagement-pods-whats-real-on/id1603908569?i=1000755912148) ## What is an Engagement Pod? Engagement pods aren’t new. They’ve been around for years. Put simply, they are groups of people who pay to be part of the pod, who agree to like and comment on each other’s posts to boost visibility. Often irrelevant connections. Often forced. Always about reach. These days, they have a lot of fancy names and avoid calling themselves engagement pods. But regardless of the name, the goal is the same. To try to game the system. And let’s be honest. It can feel tempting. When you’re staring at your own posts with zero or low engagement, and then your feed is full of ones that seem to hit the engagement jackpot over and over, it messes with your head. But here’s the reality – **❌ Engagement pods are about gaming the system. Not serving the audience.** It’s also important to note that LinkedIn has wised up to these tactics, and we have seen changes to the algorithm to try to stamp out the behaviour. So the tactic isn’t as effective as it once was, but that’s a story for another article. ## Where Does Employee Advocacy Fit? This is where it gets uncomfortable. Because on the surface, some employee advocacy programmes look very similar. Drop a link to your post in Slack. Your teammates all jump in with likes and comments. Done. In a way, the mechanics of how both employee advocacy and engagement pods work are very similar, and that’s where the confusion starts. But I’d argue that real employee advocacy should be something very different. It’s not about activity. It’s about people adding their perspective, sharing expertise and building real conversations in targeted communities. The main problem is that activity is really easy to measure. Other benefits not so much. I created a poll to gauge where the line is between the two. Check it out for yourself at the link below, and feel free to add your opinion to the comments. [ ![LINKEDIN EXPERT MICHELLE J RAYMOND KEYNOTE SPEAKER](https://b2bgrowthco.com/wp-content/uploads/2026/03/MJR-PRESENTING-ON-STAGE-1024x683.webp "LINKEDIN EXPERT MICHELLE J RAYMOND KEYNOTE SPEAKER - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.linkedin.com/feed/update/urn:li:activity:7439575111172579329/) ## Where I Draw The Line Between Pods and Advocacy Here’s where I draw the line. Not in the tools. Not in the process. In the **intent**. If your goal is “everyone go and like this post”, you’re getting close to pod behaviour. It becomes a coordinated activity without much thought. But if your goal is to help your team “add your perspective”, “share your experience”, or “help get this in front of the right audience”, that’s a very different conversation. Because the difference isn’t the action itself. It’s the thinking behind it. That thinking shows up quickly in the quality of engagement. Generic comments, rushed responses, or AI-generated filler don’t move anything forward. Thoughtful contributions do. That’s the shift most teams miss. [ ![B2B GROWTH CO Company Page Admin Training](https://b2bgrowthco.com/wp-content/uploads/2024/05/Company-Page-Admin-thumbnail-1024x576.webp "B2B GROWTH CO Company Page Admin Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/company-page-training/) ## Does Co-ordinated Support Take Away The Chance to Learn? One of the key points of the post that initially started this conversation was that this wasn’t a great marketing strategy, as ultimately, your audience should be the judge of what is/isn’t good-quality content that resonates with them. By having all your employees support the post regardless of its quality, the person creating it never really gets the opportunity to learn, grow, and improve. At first, I rejected the idea, but after some extra time to mull it over, I think there is something to it. There is a lot to be learned from trial and error. Building resilience to learn that not every post will be your greatest hit, and that many will flop, is a tough pill to swallow, but very necessary. But in the big scheme of things, it’s not that important. ![POWER OF TWO MICHELLE J RAYMOND PRESENTING AT SOCIAL MEDIA MARKETING WORLD](https://b2bgrowthco.com/wp-content/uploads/2026/03/IMG_0158-1024x683.webp "POWER OF TWO MICHELLE J RAYMOND PRESENTING AT SOCIAL MEDIA MARKETING WORLD - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## LinkedIn Is a Team Sport Ultimately, where I’ve landed on this topic is that your teams working together is one of the most powerful assets you can create. I’ve said it before, and I’ll say it again. LinkedIn is a team sport. Company Pages and employees working together are powerful. It’s what I call the *Power of Two*. But teamwork doesn’t mean forced engagement. 👉 Success for me is about topic alignment, relevance and meaningful contribution. ## A Simple Test Most Businesses Fail If you want to know where your programme really sits, try this. If your employee advocacy programme disappeared tomorrow…would anyone outside your company notice? Sit with that. Because if the answer is no, you’re not building visibility. You’re just creating internal noise. ## Final Thoughts Helping your colleagues amplify good ideas isn’t gaming LinkedIn. But if the only people engaging with your content are your coworkers, you’ve got a bigger problem. Because employee advocacy isn’t about likes or comments. It’s about visibility, credibility and real conversations that lead to sales relationships over time. That’s the goal. Not looking popular, but being relevant to the people who actually matter. So before you celebrate engagement numbers, take a step back and ask: 👉 Are we creating genuine conversations, or just coordinated activity? **Book a time here to discover how we can help your B2B Grow –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers **Michelle J Raymond** ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Employee Advocacy, LinkedIn, LinkedIn Company Pages, LinkedIn Strategy, LinkedIn Tips --- ### [LinkedIn’s New Feed Explained: What B2B Marketers Need to Understand](https://b2bgrowthco.com/linkedins-new-feed-explained-what-b2b-marketers-need-to-understand/) **Published:** March 5, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn’s Feed has changed. It’s no longer about who you know, but what you’re known for. Here’s what B2B marketers need to understand and how to align your content, Company Page and team to stay visible. **Content:** Big news. LinkedIn’s engineering team just released information on their new Feed system. Consider this your Dorothy moment, where we get to pull back the curtain. Think of me as the Great Wizard of Oz (pun intended). Once you understand how LinkedIn’s Feed now works, it changes how your team should show up on the platform, as it impacts both your LinkedIn Company Page and Profiles. It also impacts your brand content and individual employee content. I read the full technical article, so you don’t have to. If you want to go deep into the engineering side, you can read it here: [LinkedIn Engineering Blog – LinkedIn Feed](https://www.linkedin.com/blog/engineering/feed/engineering-the-next-generation-of-linkedins-feed). Here’s what actually matters for B2B marketers and business owners responsible for marketing in their business. ![Behind the curtain of LinkedIn Michelle J Raymond LinkedIn expert](https://b2bgrowthco.com/wp-content/uploads/2026/03/Behind-the-curtain.webp "Behind the curtain of LinkedIn Michelle J Raymond LinkedIn expert - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## LinkedIn’s Feed Is No Longer About Who You Know For anyone who has been using LinkedIn for a long time, it has always been seen as a professional networking platform. You followed someone. You saw their posts. Simple. But that’s no longer the primary logic. LinkedIn has built a new AI-powered Feed system that reads what a post is actually about. Its meaning, topic, and context. From there, it matches that content to members whose professional interests align. Not just the people who follow the author. > In simple terms: Your content can now reach people who have never heard of you or your company, as long as the topic genuinely matches what they care about professionally. This is a big shift for B2B marketers because visibility is now much more closely tied to topic authority. But there is a catch, as the same thing works in reverse. Irrelevant content gets filtered out faster than ever. **Tip: teach your team that every action will move them closer to or further from their goal on LinkedIn.** ![THE GAME OF LINKEDIN - MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING ON STAGE AT SMMW](https://b2bgrowthco.com/wp-content/uploads/2026/01/IMG_6649-1013x1024.webp "THE GAME OF LINKEDIN - MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING ON STAGE AT SMMW - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## LinkedIn Is Reading Your Professional Behaviour Over Time Another major change is how LinkedIn interprets behaviour. Previously, each interaction was treated as a single data point. Now LinkedIn reads your interactions as a sequence of behaviour over time. Think of it as your professional story. The platform is trying to understand: - What topics do you engage with consistently? - Where are your professional interests heading? - What expertise are you developing? For B2B brands, this means LinkedIn is getting much better at recognising the depth of expertise and authority of the brand and your employees. ## Four Things Every B2B Team Should Understand 1\. **Topic clarity wins –** The system identifies what your content is genuinely about. The more specific, substantive, and less vague your posts are, the easier it is to match them to the right audience. 2\. **LinkedIn Profile is a signal** – LinkedIn uses your job title, industry, skills, and experience to build your topic interest profile. An incomplete or unclear profile gets a fuzzier, less relevant feed. 3\. **Engagement teaches the algorithm** – What you actively engage with shapes what the algorithm thinks you care about and influences what content gets shown to you in your feed. Lurkers – now is your time to get active so you can train the algorithm. 4\. **The feed updates in minutes** – When a post gains traction, LinkedIn picks it up almost immediately. Early meaningful engagement still matters, and it sets the trajectory for a post’s reach. [ ![LINKEDIN PROFILE WRITING SERVICE WITH MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/06/LINKEDIN-PROFILE-WRITING-SERVICE-WITH-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x576.webp "LINKEDIN PROFILE WRITING SERVICE WITH MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-profile-writing/) ## What This Means For Your LinkedIn Company Page ### Be clear. Be consistent. Be specific. The new system doesn’t just look at your Company Page posts; it looks at the full picture of your brand on the platform. Specific topics you want to be an authority on for the business should be a priority for you to refine. > Stop being everything to everyone – it just doesn’t work. MJR The new LinkedIn feed system doesn’t just look at a single post. It looks at your brand’s presence on LinkedIn as a whole. That includes: - Company Page positioning and messaging - Content themes - Employee activity - Audience engagement signals **Tip – Volume without clarity will not cut through. Create content in service of your target audience.** [ ![B2B GROWTH CO Company Page Admin Training](https://b2bgrowthco.com/wp-content/uploads/2024/05/Company-Page-Admin-thumbnail-1024x576.webp "B2B GROWTH CO Company Page Admin Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/company-page-training/) ## Strategy Still Wins on LinkedIn The good news is that strategy still wins. LinkedIn’s new system is genuinely smarter. It’s designed to connect the right content with the right professional at the right moment, and it doesn’t care how many posts you publish if they don’t clearly signal what you stand for. For B2B teams, this is actually good news. You don’t need to post more. You need your content, your Page, and your people’s activity to tell a cohesive story. The brands that benefit from this change will be those that are easy for an AI system to understand — with clear positioning, consistent topics, and genuine expertise on display. ## Need Help Aligning Your LinkedIn Strategy? If you are responsible for a LinkedIn Company Page or LinkedIn Strategy for your business and are wondering how these changes affect your strategy, it might be time for a fresh look. At B2B Growth Co, I help B2B marketing teams with: - [LinkedIn Company Page Audit & Strategy](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) - [Training for your team](https://b2bgrowthco.com/growth-masterclass/) **Book a time here to discover how we can help your B2B Grow –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers **Michelle J Raymond** P.S. Stop waiting for LinkedIn to work in your favour. It already can, if you show up with clarity, consistency and genuine expertise. Remember what Glinda the good witch said: “You had the power all along, my dear.” ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Algorithm, LinkedIn Company Pages, LinkedIn Tips --- ### [How To Build a LinkedIn Company Page That Grows](https://b2bgrowthco.com/how-to-build-a-linkedin-company-page-that-grows/) **Published:** February 21, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Most LinkedIn Company Pages struggle to grow. Learn the Four Cs framework Michelle J Raymond uses to fix what’s holding your Page back. **Content:** After working with Company Pages for more than six years, I keep seeing the same problems. Different industries. Different teams. Same patterns. That’s exactly what I unpack in my latest podcast episode, along with the framework I use with clients to diagnose what’s really going on. I call it the **Four Cs**. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/how-to-build-a-linkedin-company-page-that-actually-grows/id1603908569?i=1000749115935) ## What “Growth” Actually Means on LinkedIn Growth is not about one post going viral. It’s not about chasing formats, and it’s definitely not about copying what competitors are doing. I’m also not measuring it with impressions or engagement alone. Real growth comes from a system that connects: - Strategy - Content - People - Consistency If those things aren’t working together, no amount of posting will fix it. That’s why I always come back to marketing fundamentals. ## The Four Cs Framework The Four Cs give you a simple way to step back and assess what’s really happening on your Company Page, without getting distracted by formats, trends or tactics. Instead of guessing what to fix, this framework helps you identify where things are breaking down and where your attention will have the biggest impact. Most Pages don’t have a single major problem. They have a range of small gaps that compound over time. You don’t need to fix everything at once. But you do need to know what’s missing. That’s what the Four Cs help you uncover. ## Clarity: The Starting Point for LinkedIn Company Page Growth This is where most Company Pages fall over first. Clarity answers two questions: - Who owns the Company Page? - Who is this Company Page for? Name your audience. You’d be amazed at how many Pages have no clear owner. I’ve been in meetings where I asked who owns the Page, and everyone just looked around the room. That’s not a strategy. Ownership matters because accountability matters. The second part of clarity is the audience. If someone lands on your Page for the first time, can they instantly tell if they’re in the right place? Your banner, tagline, About section and content should make that obvious. Most Pages try to appeal to everyone. The result is content that resonates with no one and gets lost in the crowd. **👉** Clarity isn’t what you say internally. It’s what your audience understands the moment they land on your LinkedIn Company Page. [ ![B2B GROWTH CO Company Page Audit Strategy](https://b2bgrowthco.com/wp-content/uploads/2024/08/Company-Page-Audit-Strategy-thumbnail-1024x576.webp "B2B GROWTH CO Company Page Audit Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) What more results from your Company Page? ## Content: Get More Engagement On Your LinkedIn Company Page Content only works when clarity comes first. Most teams think their problem is creativity. It usually isn’t. The real issue is the lack of a system. Ask yourself: - Do you have a simple content calendar? - Are you posting consistently, not sporadically? - Is the content built for your named audience, not internal stakeholders? Great content is planned before it’s written. If there’s no system, consistency will always slip. Here’s another big one that often gets ignored. - Would your employees actually want to engage with your posts? If the answer is no, your content isn’t ready. You know content is good when your team willingly wants to engage, not cringe. 👉 Let’s talk calls to action. Every post should have one clear action. Follow. Comment. Save. Visit. When you ask people to do everything, they do nothing. ## Community: Turning Visibility Into Trust LinkedIn growth is human before it’s corporate. Always. Community shows up in a few key ways. First, visual consistency. If your logo disappeared, would your content still be recognisable in the feed? Second, Page commenting. Pages that actively comment are building visibility faster than those that only post. Third, leadership involvement. Leaders can’t sit this out. Their engagement brings authority and trust that teams simply can’t replicate. And finally, people in your content. Real employees. Real faces. This is one of the fastest wins available. Pages that feature their people consistently outperform those that only post products and announcements. 👉 When leaders show up consistently, the rest of the community follows. Visibility from the top builds trust faster than any campaign. ## Cadence: Making Growth Sustainable Over Time Cadence is about consistency, not volume. If it’s not scheduled, it doesn’t happen. Set time aside for: - Researching - Posting - Engaging - Page Advocacy – Supporting others as the Page eg Repost, Like, Comment - Reviewing performance Reporting matters more than most teams realise. Look beyond impressions. Check saves, shares, follower growth and demographics. That’s how you know whether your content is reaching the right audience. 👉 If you’re not reviewing performance regularly, you’re guessing instead of deciding. [ ![MICHELLE J RAYMOND SPEAKING AT SMMW26](https://b2bgrowthco.com/wp-content/uploads/2026/02/IM-SPEAKING-AT-SMMW26-575x1024.webp "MICHELLE J RAYMOND SPEAKING AT SMMW26 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.socialmediaexaminer.com/smmworld/?sme=214) Will I see you there? Click the image to get more details. ## Where to Start If all of this feels like a lot, don’t overcomplicate it. Start with Clarity. Always. Once that’s in place, look across the Four Cs and choose two or three actions that will have the biggest impact for your business right now. Not everything needs fixing at once, and trying to do too much is often what stalls progress. Real growth comes from focusing on the right things and doing them consistently over time. ## Final Thoughts Some of this might sound obvious. That’s my point. I’ve worked with hundreds of companies to help their Pages grow. The ones that do are not the flashiest or the loudest. They’re the ones who get the fundamentals right and stick with them. Quality over quantity. Consistency over intensity. Strategy before tactics. Every time. If you want an independent set of eyes on your Company Page, my Company Page Audit and Strategy sessions are designed for exactly that. Sometimes, an outside perspective is what unlocks the next stage of growth. **Book a time here to discover how we can help your B2B grow –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers **Michelle J Raymond** PS: If you read this far, you obviously enjoy newsletters. Get more exclusive insights by subscribing to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Company Pages, LinkedIn Tips --- ### [LinkedIn Company Pages in 2026: What B2B Marketers Must Know](https://b2bgrowthco.com/linkedin-company-pages-in-2026-what-b2b-marketers-must-know/) **Published:** December 5, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** What’s really changed for LinkedIn Company Pages in 2026? A practical guide for B2B marketers on reach, premium features and what actually works now. **Content:** If 2025 was the year B2B marketers felt the ground shift under their feet on LinkedIn, then let’s make 2026 the year we stop reacting and start rebuilding with intention. The fact is LinkedIn Company Page reach has been declining for years, and many marketers are now asking the same question: **“If hardly anyone sees our Page content anymore, why invest in it?”** Simple answer – because the role of Company Pages has changed, and the B2B marketers who recognise this early will be the ones who win. This article breaks down the practical actions B2B marketers can take right now to grow visibility, build brand credibility, and make their Company Page a strategic asset again. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail with guest [Zoe Bermant](https://www.linkedin.com/in/zoebermant/)**[](https://www.linkedin.com/in/zoebermant/). [**Listen on Apple Podcast**](https://podcasts.apple.com/us/podcast/linkedin-company-pages-in-2026-what-every-b2b-marketer/id1603908569?i=1000739613361) ## Accept the Reality: Organic Company Page Reach Isn’t Coming Back Let’s say it plainly: organic reach for Company Pages has dropped dramatically and is unlikely to ever return to its former levels. Even when followers ring the bell, engage with your Page, or follow your employees, very little of your Page’s content appears in the home feed. But the Company Page still matters, just not in the way it used to. View and treat your Page as a **destination**, not a broadcast channel. People land on Company Pages when they’re: - Considering buying - Checking credibility - Researching people and culture - Evaluating partnerships - Applying for roles Tip: The Page’s job isn’t to chase impressions. Your job is to make the Page *worth landing on*. ![LINKEDIN HOME PAGE VS FEED MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/12/LINKEDINHOME-PAGE-VS-FEED-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x576.webp "LINKEDIN HOME PAGE VS FEED MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Build Around Advocacy, Not the Algorithm If Page reach is weak, where does reach come from? People. This shift shouldn’t scare us; it should focus us. > **“If you invest in people, that’s how you reach your audiences. The Page supports the activity, it doesn’t replace it.” Zoe Bermant** This is the Power of Two in action: **Profile + Page working together**. Practical next steps: - Identify 1–3 internal ambassadors per product or region. - Support them with content ideas, post prompts, and assets. - Give them visibility on the Company Page by resharing their wins, updates, and thought leadership. - Make engagement part of culture, not a random act. **Tip – Advocacy isn’t a campaign. It’s a system.** ![MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING TO GERMAN AUSTRALIAN CHAMBER OF COMMERCE AND INDUSTRTY](https://b2bgrowthco.com/wp-content/uploads/2025/12/MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-PRESENTING-TO-GERMAN-AUSTRALIAN-CHAMBER-OF-COMMERCE-AND-INDUSTRTY-1024x902.webp "MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING TO GERMAN AUSTRALIAN CHAMBER OF COMMERCE AND INDUSTRTY - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Consider LinkedIn Premium for Pages (With Clear Intent) The Premium for Company Pages rollout has been a bit clunky, with different prices, phased rollouts, and weird inconsistencies. But one thing is becoming very clear: Love it or hate it, LinkedIn is shifting to a pay-to-play model. Where Pages Premium makes sense: - You want faster follower growth - You want a stronger landing page experience (carousel banners, testimonials, awards) - You manage competitive or niche industries where Page credibility matters [Learn more about LinkedIn Premium Company Pages and what’s included.](https://www.linkedin.com/help/linkedin/answer/a6250035?hcppcid=search) **Tip – Just don’t switch it on “to test it” for one month, as Zoe reports “the drop afterwards is painful.”** ## Focus on the Content Types That Actually Work Now Not all formats are created equal, especially on LinkedIn Company Pages. Here’s what we are finding performs best. But we always recommend testing for your own audience. ### ⭐ 1. Galleries (multiple images) Easy to create, high visual engagement, strong for storytelling, events, product demonstrations, or before/after snapshots. ### ⭐ 2. Carousels Designed with intention, carousels communicate authority and invite longer dwell time. ### ⭐ 3. Static Images Simple, clean, effective. Especially when paired with a compelling headline and an engaging hook. ### ⭐ 4. Video Still valuable, but high effort with lower ROI for most Pages. Use sparingly unless you’re resourced for high-quality output. ### ⭐ 5. Polls Polls still perform extremely well for the right Pages. Use them when: - There are only *two* clear answers - The question relates to a hot industry topic - You want to spark dialogue or gather insights **Tip – Don’t forget poll voters can become new followers when using Premium’s auto-invite feature.** ### ⭐ 6. Newsletters Still one of the strongest tools for building repeat attention. Newsletters give your Page direct distribution through notifications, so you don’t rely on home feed visibility. [ ![The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-LinkedIn-Branding-Book-Front-Cover-725x1024.webp "The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://mybook.to/The_LinkedIn_Branding_Book) ## Shift Success Metrics From “Reach” to What Actually Drives Revenue A hard truth: reach (impressions) is the least meaningful metric on a Company Page in 2026. Metrics that matter now: - Follower growth (for credibility + social proof) - Click-throughs to key pages (pricing, product, careers, articles) - Engagement quality (are the right people interacting?) - Team advocacy activity - Profile engagement uplift linked to Page activity - Mentions and tags of your company - Search appearances **Tip – As Zoe shared – Think visibility, resonance, credibility, opportunity. Not just impressions.** ![SUCCESS ON SOCIAL MEDIA MEASUREMENTS LINKEDIN EXPERT MICHELLE J RAYMOND AND ZOE BERMANT](https://b2bgrowthco.com/wp-content/uploads/2025/12/SUCCESS-ON-SOCIAL-MEDIA-MEASUREMENTS-LINKEDIN-EXPERT-MICHELLE-J-RAYMOND-AND-ZOE-BERMANT-1024x499.webp "SUCCESS ON SOCIAL MEDIA MEASUREMENTS LINKEDIN EXPERT MICHELLE J RAYMOND AND ZOE BERMANT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Image courtesy of Zoe Bermant @ZoecialMedia ## Rebuild Your LinkedIn Company Page With Humans at the Centre For many B2B marketing teams, the past year has been frustrating. Declining numbers. Unpredictable performance. Pressure from stakeholders who don’t understand how LinkedIn has changed. It’s easy to feel defeated. But the opportunity is bigger than ever, because most brands are still stuck trying to fix the wrong problem. This isn’t a reach problem. It’s a **relevance and responsibility** problem. Company Pages aren’t meant to carry visibility on their own. They’re meant to anchor the brand while people extend the reach. As Zoe put it, when you start with one person and mentor them, support them, and build them up, you create momentum. Confidence grows. Culture shifts. Others follow. This is how B2B brands win on LinkedIn now: **Tip – The Page gives authority. The people give reach. Together, they make an impact.** ![Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy](https://b2bgrowthco.com/wp-content/uploads/2025/12/F1A8406-1024x683.webp "Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") P.A.G.E Advocacy wins in 2026 ## Final Thoughts: 2026 Belongs to B2B Marketers Who Adapt Early The platforms aren’t going backwards. The algorithm isn’t returning to 2019. And Company Pages aren’t disappearing – they’re evolving. Your advantage comes from understanding the new rules sooner than everyone else. Here’s the shift that matters most: **Stop asking “How do I get more reach?” Start asking, “How do I build a system where the Page and our people lift each other?”** Because that’s the LinkedIn strategy that scales. **Don’t worry, you don’t have to figure out how to do that. We’ve done it all for you.** **Book a time here to discover how we can help your B2B grow –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Tips --- ### [Why Most Corporate B2B LinkedIn Strategies Underperform](https://b2bgrowthco.com/why-most-corporate-b2b-linkedin-strategies-underperform/) **Published:** February 25, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** High-performing corporate social on LinkedIn doesn’t happen by accident. Learn how B2B marketing teams can improve results through stronger messaging, early collaboration, employee advocacy and smarter amplification. **Content:** High-performing corporate social on LinkedIn is not about going viral. It is not about one big post, and it is definitely not about being handed a finished asset and being told, “Can you post this today?” Let’s talk about what actually drives results in a large corporate environment. Not theory. Not trends. Day-to-day reality. If you’re in B2B, this conversation will feel very familiar. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond,**](https://www.linkedin.com/in/michellejraymond/) **who was joined by** [Melissa Dawson](https://www.linkedin.com/in/melissdawson/) a Senior Corporate Social Media Manager at [WD](https://www.linkedin.com/company/western-digital/) **who discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/why-most-corporate-linkedin-strategies-underperform/id1603908569?i=1000753145026) ## High Performing Looks Different in B2B In consumer brands, success might be measured by reach, views, or whether a video “went viral”. However, in B2B, the customer lifecycle looks pretty different and requires a different strategy, but too many B2B teams are still measuring LinkedIn with a B2C mindset. High performing in B2B often means: - Targeting really specific groups with key messages - Building awareness in defined accounts - Strengthening reputation with investors, analysts and partners - Driving engagement that supports long-term brand positioning Yes, you still track awareness, reach and engagement, but there are also qualitative signals that matter. eg News coverage. Analyst conversations. Stock growth. People recognising your content at events. Those aren’t vanity metrics. They’re commercial outcomes influenced by consistent, strategic visibility. If your leadership only values lead forms, you’re playing a short game in a long cycle. ## The Tug of War B2B Marketers Feel Many of you are being measured on impressions and leads while being asked to “build a brand”. That’s a tug of war. Melissa said something that I know so many of you will relate to. > “Social is often intangible. It’s about driving connections, engagement and awareness. But how do you measure how entertained someone was if they never engaged?” You can’t measure everything neatly in a spreadsheet. That doesn’t mean it doesn’t count. If you’re leading a B2B marketing team, this is where your job becomes critical. You need to help senior stakeholders understand that LinkedIn is part of the brand strategy, not just a lead-gen lever. Without that alignment, your social team is constantly on the defensive. ![STUCK BETWEEN WHAT YOU KNOW WORKS AND WHAT YOURE ALLOWED TO DO MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/02/STUCK-BETWEEN-WHAT-YOU-KNOW-WORKS-AND-WHAT-YOURE-ALLOWED-TO-DO-MICHELLE-J-RAYMOND-1024x576.webp "STUCK BETWEEN WHAT YOU KNOW WORKS AND WHAT YOURE ALLOWED TO DO MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## The Creative Leads. Always. If you want the real secret behind high-performing corporate social, it’s simpler than most people expect. The creative dictates everything. The message is the crux of the strategy, not the format, not the latest platform feature and not the algorithm. Before you think about distribution, ask better questions about the substance. - Does the message land with your specific audience? - Does it reflect the pressures they’re navigating? - Is it native to the platform it’s being posted on? Too many B2B campaigns fail because they’re built in isolation and handed to social at the final stage. Classic examples are that the assets are signed off, the event is tomorrow, the booth number is locked in, and someone says, “Can you just post this?” When that happens, the outcome is predictable. The content underperforms, the social team’s metrics take the hit, and the narrative becomes that LinkedIn isn’t working. In reality, it is not a platform problem. It is a process problem. High-performing campaigns involve the social lead from the beginning, not simply to press publish but to help shape the strategy. That might mean adapting the creative to suit the channel, or it might mean deciding that social is not the right place for that particular campaign. > “Not every message belongs everywhere, and a strong strategy means having the discipline to make that call.” Melissa Dawson, WD ## Organic and Paid Should Not Compete Whilst I focus and am known for focusing on organic LinkedIn strategy, Melissa runs both organic and paid. Her perspective is practical. If you’re investing time, money, and energy into creating strong content, why wouldn’t you amplify it? We would never create a 30-second TV commercial and refuse to put media budget behind it. Yet B2B teams often expect organic LinkedIn to carry the entire weight. LinkedIn is increasingly pay-to-play. That doesn’t mean throw money at weak content. Paid cannot fix weak messaging. It means: - Use paid to support high-performing organic posts - Amplify executive thought leadership using [LinkedIn Thought Leader Ads](https://business.linkedin.com/advertise/ads/sponsored-content/thought-leader-ads). - Target precisely by company, job title and seniority The platform allows you to be incredibly specific. Use that to your advantage. But remember, amplification works best when the message is strong. ![THE POWER OF TWO - MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/07/THE-POWER-OF-TWO-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x683.webp "THE POWER OF TWO - MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Employee Advocacy Is Not a Side Project If you’re leading a B2B marketing team, employee advocacy can’t sit on the “nice to have” list. When your executives and subject-matter experts post consistently on LinkedIn, they build recognition in the market. Over time, that recognition doesn’t just benefit the individual. It creates a halo effect around the company too. Buyers start to associate your brand with expertise. Analysts see familiar names. Prospects recognise faces before a sales conversation ever begins. This is why high-performing corporate social is never just about the Company Page operating in isolation. The real leverage comes from a company page-led strategy scaled with employee advocacy. When the brand and its people are aligned in message and intent, visibility compounds. Conversations warm up faster. Trust accelerates. Momentum builds. That’s not accidental. It’s coordinated. [ ![B2B GROWTH CO Company Page Audit Strategy](https://b2bgrowthco.com/wp-content/uploads/2024/08/Company-Page-Audit-Strategy-thumbnail-1024x576.webp "B2B GROWTH CO Company Page Audit Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) Learn more about working with me ## Final Thoughts If you work in B2B marketing, here’s the reality. In large organisations, things move slower. Approvals take time. Stakeholders are busy. Priorities compete. If you want LinkedIn to perform, you have to plan for that reality and pull people in earlier than feels necessary. Now, let me ask you something. Are you treating LinkedIn as a strategic channel or a distribution list? High-performing corporate social is not luck, and it’s not a wand that magically creates results. It’s built on clear messaging, early collaboration, platform-specific thinking and the patience to do it properly. When social is treated as a strategic partner instead of a last-minute tactic, performance compounds. If you want better results on LinkedIn, start by fixing the process behind it. **Book a time here to discover how we can help your B2B Grow –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers **Michelle J Raymond** PS: If you read this far, you obviously enjoy newsletters. Get more exclusive insights by subscribing to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Company Pages, LinkedIn Tips --- ### [Has B2B Marketing Lost Its Way? Rethinking MQLs, Attribution and Customer Focus](https://b2bgrowthco.com/has-b2b-marketing-lost-its-way-rethinking-mqls-attribution-and-customer-focus/) **Published:** February 23, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** B2B marketing teams often hesitate to niche down, fearing they’ll shrink the opportunity. But clarity drives relevance. Discover why defining the right audience and problem strengthens positioning, messaging and LinkedIn performance. **Content:** Marketing was never meant to be a reporting function and yet, for many B2B teams, that is exactly what it has become. If you’re measured on followers, MQLs and pipeline contribution, it’s easy to believe that marketing’s job is to feed dashboards. The pressure to prove value upwards is real. But when reporting becomes the goal, customer understanding quietly slips down the priority list. That’s where the drift begins. [Moni Oloyede](https://www.linkedin.com/in/moni-oloyede/) and I sat down to unpack this and I suspect a lot of B2B marketers will quietly recognise themselves in it. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, with guest** [Moni Oloyede](https://www.linkedin.com/in/moni-oloyede/) **which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/rethinking-b2b-marketing-on-linkedin/id1603908569?i=1000751731174) ## Marketing Is Not Promotion When marketing gets reduced to leads, it becomes promotion. Register here. Download this. Visit us at this conference. That’s not strategy. That’s distribution. Marketing, at its core, is about: - Understanding demand - Shaping perception - Positioning value - Influencing behaviour Leads are an outcome. They’re not the function. During our conversation, Moni made a point that stuck with me. When you peel it back, much of what we’re optimising for is designed to serve stakeholders. “Your customers don’t care about those things.” They care about whether you understand their problem. That shift in perspective changes everything. ![DEMAND GEN LEAD GEN MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2026/02/DEMAND-GEN-LEAD-GEN-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x577.webp "DEMAND GEN LEAD GEN MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## The Problem With MQL Thinking MQLs feel safe because they’re measurable. They give leadership something tangible to report. But an MQL is usually defined internally. It’s not defined by the buyer. A white paper download does not automatically signal intent. Email engagement does not guarantee readiness. When we treat tracked behaviour as proof of buying motivation, we’re building a strategy on assumptions and when we optimise around assumptions, we risk attracting the wrong problems and celebrating the wrong wins. The deeper question is not “How many leads did we generate?” It is “**Are we attracting the right people with the right problem at the right time?**” ## Niching Is a Strategic Advantage One of the biggest strategic levers in B2B marketing is clarity. As Moni said “If you’re talking to everyone, you’re talking to no one.” Niching down doesn’t shrink opportunity. It sharpens message-market fit. When your language reflects a specific pressure or challenge, the right audience feels seen. Clarity does three things: - It filters out poor-fit prospects - It improves sales conversations - It strengthens brand authority Broad messaging feels safer. Specific messaging performs better. I had to remind myself of this recently when I reviewed my own website [b2bgrowthco.com](https://b2bgrowthco.com/). I realised that it really had no one particular audience in mind and certainly didn’t play to my strengths. > Reminder: The more precise the positioning, the stronger the response. ## Attribution Has Limits Attribution models promise clarity. Track every touchpoint. Credit every tactic. Prove impact. But they are strongest where tracking is easiest. That means digital touchpoints are overrepresented, while offline influence is undervalued. What attribution struggles to measure includes: - Word of mouth - Reputation over time - Emotional trust - Peer recommendation Yet these are often the most powerful drivers in B2B decisions. If you optimise purely for what you can measure, you risk underinvesting in what actually moves buyers. Measurement matters. But context matters more. I highly recommend you watch Moni’s presentation “Marketing Attribution Is A Scam: How to Make Better Decisions Without It.” The inisights in this may just be exactly what you need to refocus on what matters. ## Misreading the Buyer Journey You have heard the stat that 70 percent of the buyer journey is complete before someone contacts sales. Many marketers interpret this as a mandate to create more content. A more accurate interpretation is that buyers want control. They want to explore without pressure. They want information without commitment. That is a trust dynamic. If your marketing experience feels like a funnel trap, buyers will delay engagement. Not because they do not want to buy, but because they do not want to be chased. Experience design matters as much as content production. ## Go Back to Human As Moni shared, everything can run perfectly 99 per cent of the time, and no one notices. One mistake, and suddenly everyone is looking at you. That pressure shapes how people think, decide and assess risk far more than product features ever will. That’s the layer most marketing skips. If your messaging only addresses technical problems, you’re speaking to a system. If you address the pressure, accountability and psychological weight attached to the role, you’re speaking to a human. And humans make decisions. ## Final Thoughts Marketing is not broken, but it has drifted towards dashboards and away from people. ✅ If you are optimising for metrics instead of buyers, you will feel busy but misaligned. If your LinkedIn content feels reactive or overly promotional, that is usually a signal. ✅ Pause and ask yourself what you are really optimising for. More importantly who you are really optimising for. ✅ Clarity beats volume. Validation beats assumption. Empathy beats automation. ✅ Leads are the outcome of good marketing. They aren’t the starting point. ✅ Marketing has never been about proving activity. Its always been about understanding people well enough to influence behaviour. Get the fundamentals right, and the metrics take care of themselves. [**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** PS: If you read this far, you obviously enjoy newsletters. Get more exclusive insights by subscribing to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIHZpZXdCb3g9IjAgMCAxNiAxNiIgZmlsbD0ibm9uZSIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj4KPGcgY2xpcC1wYXRoPSJ1cmwoI2NsaXAwXzM0M18xMDA0KSI+CjxwYXRoIGZpbGwtcnVsZT0iZXZlbm9kZCIgY2xpcC1ydWxlPSJldmVub2RkIiBkPSJNMTUuMTY0MyAzLjIyMjc1QzE1LjQxMjYgMy40NzI1OSAxNS41OTA5IDMuNzgzMjYgMTUuNjgxMyA0LjEyMzY1QzE2LjAxNTkgNS4zODAwMSAxNi4wMTU5IDguMDAwMDEgMTYuMDE1OSA4LjAwMDAxQzE2LjAxNTkgOC4wMDAwMSAxNi4wMTU5IDEwLjYyIDE1LjY4MTMgMTEuODc2NEMxNS41OTA5IDEyLjIxNjggMTUuNDEyNiAxMi41Mjc0IDE1LjE2NDMgMTIuNzc3M0MxNC45MTYxIDEzLjAyNzEgMTQuNjA2NiAxMy4yMDc0IDE0LjI2NjggMTMuM0MxMy4wMTU5IDEzLjYzNjQgOC4wMTU4NyAxMy42MzY0IDguMDE1ODcgMTMuNjM2NEM4LjAxNTg3IDEzLjYzNjQgMy4wMTU4NyAxMy42MzY0IDEuNzY0OTYgMTMuM0MxLjQyNTE2IDEzLjIwNzQgMS4xMTU2NCAxMy4wMjcxIDAuODY3Mzk0IDEyLjc3NzNDMC42MTkxNDcgMTIuNTI3NCAwLjQ0MDg3MyAxMi4yMTY4IDAuMzUwNDE1IDExLjg3NjRDMC4wMTU4NjkyIDEwLjYyIDAuMDE1ODY5MSA4LjAwMDAxIDAuMDE1ODY5MSA4LjAwMDAxQzAuMDE1ODY5MSA4LjAwMDAxIDAuMDE1ODY5MiA1LjM4MDAxIDAuMzUwNDE1IDQuMTIzNjVDMC40NDA4NzMgMy43ODMyNiAwLjYxOTE0NyAzLjQ3MjU5IDAuODY3Mzk0IDMuMjIyNzVDMS4xMTU2NCAyLjk3MjkxIDEuNDI1MTYgMi43OTI2NSAxLjc2NDk2IDIuNzAwMDFDMy4wMTU4NyAyLjM2MzY1IDguMDE1ODcgMi4zNjM2NSA4LjAxNTg3IDIuMzYzNjVDOC4wMTU4NyAyLjM2MzY1IDEzLjAxNTkgMi4zNjM2NSAxNC4yNjY4IDIuNzAwMDFDMTQuNjA2NiAyLjc5MjY1IDE0LjkxNjEgMi45NzI5MSAxNS4xNjQzIDMuMjIyNzVaTTEwLjU2MTMgOC4wMDAwM0w2LjM3OTUyIDUuNjIwOTRWMTAuMzc5MUwxMC41NjEzIDguMDAwMDNaIiBmaWxsPSIjNDM0OTYwIi8+CjwvZz4KPGRlZnM+CjxjbGlwUGF0aCBpZD0iY2xpcDBfMzQzXzEwMDQiPgo8cmVjdCB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIGZpbGw9IndoaXRlIi8+CjwvY2xpcFBhdGg+CjwvZGVmcz4KPC9zdmc+Cg==) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Branding, Content Creation, LinkedIn, LinkedIn Company Pages, LinkedIn Tips --- ### [How To Build Real Authority On LinkedIn (Without Faking It)](https://b2bgrowthco.com/how-to-build-real-authority-on-linkedin-without-faking-it/) **Published:** February 22, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** B2B marketers are often expected to “own LinkedIn” without strategy or training. Here’s why faking it until you make it rarely delivers real results. **Content:** I know your secret. You’re trying to fake it until you make it on LinkedIn. I want to talk about the true cost of that. This week, in two separate strategy sessions, I asked marketers what they wanted to achieve by working with me. Both gave me the same answer. Confidence. That stopped me in my tracks. Because the marketers I work with are smart. Experienced. Commercial. Strategic thinkers. But when it comes to LinkedIn, nobody ever taught them. They’ve been left to figure it out as they go. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/how-to-build-real-authority-on-linkedin-without-faking-it/id1603908569?i=1000750247229) ## You Were Expected to “Just Know” I tend to see two types of B2B marketers. At one end, fresh grads are thrown into the deep end and expected to “just know” LinkedIn because they grew up with social media. At the other end, senior marketing managers have led campaigns for years but never had to do the hands-on LinkedIn work themselves. Now they’re in teams of one, and it’s all on them. Both are expected to master AI, organic, paid, employee advocacy, analytics, reporting and events. All while LinkedIn keeps evolving. I’m trying to keep up with the changes on LinkedIn alone, and as a specialist, they’re difficult to keep up with. If you’re juggling everything, hats off to you. The issue isn’t capability. It’s capacity and clarity. ## The Real Cost Isn’t Embarrassment. It’s Momentum. When marketers tell me they want confidence, what they really mean is this. They want to know that the activities they’re undertaking are the right ones and that they’re not wasting time, effort, or budget. > You don’t know, what you don’t know. Yes, you can ask ChatGPT to write you a LinkedIn strategy. It will happily generate one. But how do you critically assess whether that advice is current, realistic and right for your business model, industry and resources? I’ve seen very flashy 70-page LinkedIn strategies**,**and I just look at them and think, you haven’t got a hope in hell of ever putting that into place. Not because you’re not smart. But because if you start in the wrong place and undertake activities that don’t generate results, you’ll give up too quickly. That’s the real cost of faking it. Not embarrassment. Momentum. ## Generic Advice Isn’t a Strategy I love that you listen to the podcast and implement the actionable tips. That tells me you care. But generic advice doesn’t factor in whether that action is right for you, right now. There is no one-size-fits-all strategy. Should you focus more on your Company Page or on your personal profiles? Is the work you’re doing enough or too much? Are you measuring the right metrics? Have you properly integrated the Power of Two? Or are you just posting and hoping? LinkedIn rewards clarity, and clarity rarely comes from guessing. ![MJR PRESENTING](https://b2bgrowthco.com/wp-content/uploads/2026/02/MJR-PRESENTING.webp "MJR PRESENTING - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Yes, I Have a Vested Interest I have a vested interest in your understanding of the power of a sound LinkedIn strategy. That’s exactly the service I offer. But you have just as much at stake. Your time matters. Your credibility inside the business matters. Being able to answer, hand on heart, when someone asks, “Is that LinkedIn thing working?” matters. I want you to feel confident that, when you are on LinkedIn, you know exactly what you’re doing and why. That level of clarity changes everything. [ ![LinkedIn B2B G.R.O.W.T.H Masterclass with Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2024/05/b2b-growth-thumbnail-1024x576.webp "LinkedIn B2B G.R.O.W.T.H Masterclass with Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/growth-masterclass/) ## Final Thoughts Fake it till you make it might work when you’re learning to public speak or stepping into a new leadership role. LinkedIn is different. This is about strategy. This is about confidence. This is about making sure the effort you’re putting in is actually moving the business forward. If you’ve been nodding along while reading this, maybe it’s time to stop guessing. Put your hand up. Ask for support. Invest in getting it right. When you have clarity, LinkedIn no longer feels overwhelming and instead feels intentional. **Book a time here to discover how we can help your B2B grow –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers **Michelle J Raymond** PS: If you read this far, you obviously enjoy newsletters. Get more exclusive insights by subscribing to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Company Pages, LinkedIn Tips --- ### [What Actually Drives LinkedIn Growth: Content, Conversations or Connections?](https://b2bgrowthco.com/what-really-grows-your-linkedin-posts-comments-or-dms/) **Published:** October 2, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** Do comments or DMs actually help LinkedIn posts grow? This article breaks down how LinkedIn responds to engagement signals — and when each action really matters for visibility. **Content:** Is posting, commenting, or sending DMs the best use of your time to grow your business on LinkedIn? I get asked this all the time, and honestly, it’s no wonder. With LinkedIn’s algorithm changes over the past year, many people have been posting consistently, but still not making progress toward their goals. **Busy doesn’t always mean productive.** Let’s break down the pros and cons of each activity so you can decide where to invest your energy. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/what-really-grows-your-linkedin-posts-comments-or-dms/id1603908569?i=1000729433598) ## How Often Should You Post on LinkedIn? Posting is your digital billboard. It’s how you show up, get noticed, and remind people what you stand for. It builds visibility, credibility, and positions you as a thought leader. But it also takes effort and comes with a few unknowns. Here’s the catch: the algorithm decides who sees it. That’s out of your control. Given that creating content isn’t a quick five-minute job for most people, how many posts per week would I recommend? My answer is – it depends. But let’s start with what’s realistic? - Start with one post a week and stick to it. - Once consistent, move to two per week. - Over time, build towards three or four per week. **Here’s the golden rule: consistency + persistency = results.** Success doesn’t come from one viral post. It comes from showing up week after week, month after month. [ ![MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING AT SOCIAL MEDIA MARKETING WORLD](https://b2bgrowthco.com/wp-content/uploads/2025/10/MJR-AT-SMMW-1024x683.webp "MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING AT SOCIAL MEDIA MARKETING WORLD - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://mybook.to/The_LinkedIn_Branding_Book) Buy your copy on Amazon today ## LinkedIn Commenting – The Secret Growth Lever If posting is your billboard, commenting is how you get noticed, join new conversations, and start building relationships. ***Commenting isn’t optional; it’s non-negotiable! There, I said it.*** Here’s why it matters: - You get discovered outside your network. - You build familiarity and trust. - You show support for others (and as my Nan said, “what goes around, comes around”). - You warm up relationships so you’re not a stranger when you eventually DM. LinkedIn agrees with me. They now provide us with analytics that track impressions from comments, a clear indication that the platform values them. The secret is quality over quantity. “Great post!” won’t move the needle, but **10 thoughtful comments a day**on the right posts will. Think of comments as micro content. Each one is a signpost leading people back to your profile and your business. ![MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING AT UPLIFT LIVE UK](https://b2bgrowthco.com/wp-content/uploads/2025/10/MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-PRESENTING-AT-UPLIFT-LIVE-UK-768x1024.webp "MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING AT UPLIFT LIVE UK - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Direct Messages – Where Deals Get Done DMs are where public visibility turns into private conversations. Where you can build one-to-one relationships and often, where the deals get done. But let’s be honest, too many people have trashed the reputation of DMs by spamming and automating. You’ve probably been hit with those copy-paste pitches that have nothing to do with you. That’s not what I’m talking about. The right way to use DMs is simple: - Start with 5–10 **genuine** conversations a day. - Be curious about the other person. - Reconnect with old contacts or follow up with new ones. - Don’t pitch straight away. Earn the right over time. Posting alone isn’t going to get you all the inbound leads you need. The good old days of posting and watching them roll in are long gone. DMs give you back control, but only if you use them with respect and a clear strategy. ## What’s the Right Mix? So how do you know how much to do of each? The answer is that it depends on your strengths, goals, and confidence. But if you’re looking for a place to start, here’s a framework: - **Posting:** 1–2 times a week if you’re starting. Work towards 3–4. - **Commenting:** Aim for 10 thoughtful comments every day. - **DMs:** 5–10 genuine conversations a day. Most people simply aren’t engaging in enough of these activities, and LinkedIn is rewarding those who put in the effort. That means showing up more, being consistent, and not skipping steps. ## Final Thoughts Posting builds your visibility. Commenting grows your community. DMs deepen your relationships and lead to business. They are a powerful combination. Ignore one, and your results suffer. The growth comes from combining all three and doing them consistently. So ask yourself this week: - Am I posting enough? - Are my comments adding real value? - Am I starting enough genuine conversations in DMs? Because if people don’t know you exist, they can’t buy from you. **Want to work with me? Book a time here –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** LinkedIn, LinkedIn Strategy, LinkedIn Tips **Tags:** LinkedIn, Social Selling --- ### [How to Make The LinkedIn Algorithm Work For You (not against you)](https://b2bgrowthco.com/how-to-make-the-linkedin-algorithm-work-for-you-not-against-you/) **Published:** October 4, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn algorithm guidance for B2B marketing teams — practical tactics to improve content performance and connect with your audience. **Content:** Lately, the vibe on LinkedIn has been…a bit off. Feels a little doom and gloom, right? Even for someone like me, who’s been riding the LinkedIn rollercoaster for a decade, I’ve found myself logging on less. But rather than sit in that energy, I’ve decided to do something about it. It’s time for a vibe shift. And you and I? We’re going to be the catalyst for it. First up, let’s get one thing straight: the LinkedIn algorithm isn’t out to get you. It’s not the villain in your B2B story. In fact, when you understand how it actually works, it can become your trusted sidekick and work for you. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/how-to-make-the-linkedin-algorithm-work-for-you-not/id1603908569?i=1000730717021) ## Old Algorithm vs New Algorithm: Street Directory to GPS If you’re a Gen X like me (or older), you’ll remember the old days of road maps. Sitting in the car, tracing the route with your finger, committing it to memory and hoping you didn’t miss your turn. That was the old LinkedIn algorithm: static, predictable, updated infrequently, and relatively speaking not very personalised. Now? It’s like having a GPS. You tell it where you want to go, and it constantly recalculates based on your every move. Miss a turn? It redirects. Traffic ahead? It adjusts. Want to avoid tolls? Done. That’s how the new LinkedIn algorithm behaves. It adapts in real-time to your actions (or inactions) on the platform. Yes, the technology under the hood has changed dramatically, but that’s not bad news. It’s your opportunity to take back control and train it to work for you. **Acknowledgement to** [Christopher Penn](https://www.linkedin.com/in/cspenn/) **for putting together this research, which had some interesting insights and further confirmed for me that my** [**G.R.O.W.T.H Masterclass**](https://b2bgrowthco.com/growth-masterclass/) **is really aligned with these best practices.** [ ![The Unofficial LinkedIn Algorithm Guide for Marketers](https://b2bgrowthco.com/wp-content/uploads/2025/10/The-Unofficial-LinkedIn-Algorithm-Guide-for-Marketers.webp "The Unofficial LinkedIn Algorithm Guide for Marketers - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.trustinsights.ai/insights/whitepapers/the-unofficial-linkedin-algorithm-guide-for-marketers/) Reminder: There is more to LinkedIn than keeping the algorithm happy ## Passive vs Proactive: Which One Are You? Here’s the big difference between struggling on LinkedIn and thriving on it: It all comes down to whether you’re **passive** or **proactive**. A passive user’s day looks like this: - Log in - Scroll for a bit - Check notifications - Log out You’re not giving the algorithm much to work with. But a proactive user, someone who’s intentionally shaping their LinkedIn experience, does a lot more: - Leaves thoughtful comments - Updates their profile - Connects with the right people - Saves or reposts content - Searches strategically - DMs with purpose - Creates content for their community - Unfollows content they don’t want to see The more proactive you are, the better the algorithm can amplify your visibility and connect you with the right people. > Instead of thinking, *“The algorithm hates me,”* start saying, *“I’m teaching the algorithm how to work for me.” Michelle J Raymond* ## Give the Algorithm Better Data If you want LinkedIn to work for you, feed it better data. Here’s where to start on your LinkedIn Profile: ✅ **Headline and Tagline:** time for a refresh and add clarity. ✅ **Featured Section:**Does it reflect where you are at now? ✅ **About Section:** Focus most of your efforts here. ✅ Work **Experience:** Add detail. ✅ **Skills:** Aim for 50. They’re mini keywords that strengthen your profile. Company Page admins, this is a reminder that your Pages also need updates. Ensure that your tagline, About section, and featured posts are up-to-date and accurate. When you refresh these sections, you’re sending new signals that help the algorithm match you with your ideal audience. ![MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING AT SOCIAL MEDIA MARKETING WORLD](https://b2bgrowthco.com/wp-content/uploads/2025/10/MJR-AT-SMMW-1024x683.webp "MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING AT SOCIAL MEDIA MARKETING WORLD - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Have you got your ticked for 2026? ## Teach the LinkedIn Algorithm Who You Are When you post, consistency matters. The LinkedIn algorithm is smart, but it’s not psychic. If you’re posting about leadership one day, dog memes the next, and random rants in between, it doesn’t know what to do with you. Your content should: - Speak directly to your target audience - Reflect your unique opinions and perspective - Show a mix of professional insight and human warmth And if you’re unsure where to start? That’s exactly what I teach in my **B2B G.R.O.W.T.H Masterclass:** the habits and strategies that build consistency, connection, and conversion. ## Keep Feeding the Beast Training the algorithm isn’t a one-and-done event; it’s an ongoing partnership. Just like your GPS, LinkedIn only gives great directions if you keep feeding it new data. That’s why staying consistent matters more than ever. So make this part of your regular routine: - Refresh your profile every few months - Keep posting for your audience - Comment daily - Build your community strategically - Adjust your strategy as your business grows The more consistent you are, the more effectively LinkedIn can support you. [ ![LinkedIn Profile Writing](https://b2bgrowthco.com/wp-content/uploads/2024/07/LinkedIn-Profile-Writing-1024x576.webp "LinkedIn Profile Writing - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-profile-writing-2/) ## Final Thoughts Just remember, there is far more to LinkedIn than worrying about the LinkedIn algorithm. It is one piece of the puzzle and certainly doesn’t constitute a strategy that will grow your business. Taking proactive steps to get the most out of your time and effort on the platform just makes sense. Time to take back control and keep smiling 😀 **If you need help figuring out what this might look like for you or updating your LinkedIn profile, book a time with me. It doesn’t have to be hard!** **Want to work with me? Book a time here –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIHZpZXdCb3g9IjAgMCAxNiAxNiIgZmlsbD0ibm9uZSIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj4KPGcgY2xpcC1wYXRoPSJ1cmwoI2NsaXAwXzM0M185OTUpIj4KPHBhdGggZD0iTTE0LjgxNTYgMEgxLjE4MTI1QzAuNTI4MTI1IDAgMCAwLjUxNTYyNSAwIDEuMTUzMTNWMTQuODQzOEMwIDE1LjQ4MTMgMC41MjgxMjUgMTYgMS4xODEyNSAxNkgxNC44MTU2QzE1LjQ2ODggMTYgMTYgMTUuNDgxMyAxNiAxNC44NDY5VjEuMTUzMTNDMTYgMC41MTU2MjUgMTUuNDY4OCAwIDE0LjgxNTYgMFpNNC43NDY4NyAxMy42MzQ0SDIuMzcxODhWNS45OTY4N0g0Ljc0Njg3VjEzLjYzNDRaTTMuNTU5MzggNC45NTYyNUMyLjc5Njg4IDQuOTU2MjUgMi4xODEyNSA0LjM0MDYyIDIuMTgxMjUgMy41ODEyNUMyLjE4MTI1IDIuODIxODggMi43OTY4OCAyLjIwNjI1IDMuNTU5MzggMi4yMDYyNUM0LjMxODc1IDIuMjA2MjUgNC45MzQzNyAyLjgyMTg4IDQuOTM0MzcgMy41ODEyNUM0LjkzNDM3IDQuMzM3NSA0LjMxODc1IDQuOTU2MjUgMy41NTkzOCA0Ljk1NjI1Wk0xMy42MzQ0IDEzLjYzNDRIMTEuMjYyNVY5LjkyMTg4QzExLjI2MjUgOS4wMzc1IDExLjI0NjkgNy44OTY4NyAxMC4wMjgxIDcuODk2ODdDOC43OTM3NSA3Ljg5Njg3IDguNjA2MjUgOC44NjI1IDguNjA2MjUgOS44NTkzOFYxMy42MzQ0SDYuMjM3NVY1Ljk5Njg3SDguNTEyNVY3LjA0MDYzSDguNTQzNzVDOC44NTkzNyA2LjQ0MDYzIDkuNjM0MzggNS44MDYyNSAxMC43ODc1IDUuODA2MjVDMTMuMTkwNiA1LjgwNjI1IDEzLjYzNDQgNy4zODc1IDEzLjYzNDQgOS40NDM3NVYxMy42MzQ0VjEzLjYzNDRaIiBmaWxsPSIjNDM0OTYwIi8+CjwvZz4KPGRlZnM+CjxjbGlwUGF0aCBpZD0iY2xpcDBfMzQzXzk5NSI+CjxyZWN0IHdpZHRoPSIxNiIgaGVpZ2h0PSIxNiIgZmlsbD0id2hpdGUiLz4KPC9jbGlwUGF0aD4KPC9kZWZzPgo8L3N2Zz4K) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** LinkedIn, LinkedIn Algorithm, LinkedIn Tips **Tags:** LinkedIn --- ### [How to Use LinkedIn Strategically When Business Slows](https://b2bgrowthco.com/what-to-do-on-linkedin-when-business-gets-tough/) **Published:** October 6, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** When business slows, the worst thing you can do is disappear from LinkedIn. Instead, show up consistently with purpose — even 15 minutes a day can keep you top of mind with your audience. **Content:** When the going gets tough, the tough get LinkedIn’ing. Okay, so this may be a dated Billy Ocean reference, but I really think it’s what we need to do. When business gets tough, most people panic. They go quiet, cut back on marketing “costs”, and disappear from LinkedIn. But truthfully, that’s the worst thing you can do right now. Now, I know it feels heavy out there. I’m seeing it, hearing it, and living it. Budgets are tighter, opportunities are fewer or slower, and many people are wondering if LinkedIn still “works.” I get it, I’ve had those thoughts too. But I also know that stepping back isn’t the answer. If anything, now’s the time to lean in. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/what-to-do-on-linkedin-when-business-gets-tough-plus/id1603908569?i=1000731836673) ## Where Things Are At Is it just me, or do things feel more unpredictable than usual? The normal bounceback that comes into my business after the Northern Hemisphere summer quiet period hasn’t quite landed yet. Combine this with the LinkedIn algorithm changes, which are unpredictable and seemingly arbitrary, and it all feels chaotic. Businesses are cutting costs. Teams are leaner. Buyers are cautious. But they’re still on LinkedIn, scrolling, researching, comparing, and shortlisting. When they’re ready to buy, they’ll go straight to the businesses they remember that have earned their trust. The question is, will you be one of them? Every time you go quiet, you move yourself off that mental shortlist. Then you blame LinkedIn for not delivering results, when really, it’s just that people forgot you existed. So, what’s the solution? ![GET IN THE GAME WITH LINKEDIN EXPERT MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2025/10/GET-IN-THE-GAME-WITH-LINKEDIN-EXPERT-MICHELLE-J-RAYMOND-1024x768.webp "GET IN THE GAME WITH LINKEDIN EXPERT MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## The Real Growth Mindset For the record, I’ve had moments lately where I’ve thought, *“Maybe LinkedIn’s lost its spark.”* It’s easy to buy into the doom and gloom when your reach dips or your inbox goes quiet. But that’s exactly when mindset matters most. It’s not about being positive for the sake of it. It’s about taking back control and being **proactive**. When others pull back, your opportunity is to stand out. I’ve worked through downturns before in sales, in business, and the formula for survival (and success) never changes: ✅ Show up ✅ Stay consistent ✅ Focus on the actions you can control That’s how you stay in the game when others quit. ![THE BRAND THAT GETS REMEMBERED GETS BOUGHT - LINKEDIN EXPERT MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2025/10/THE-BRAND-THAT-GETS-REMEMBERED-GETS-BOUGHT-LINKEDIN-EXPERT-MICHELLE-J-RAYMOND-1024x579.webp "THE BRAND THAT GETS REMEMBERED GETS BOUGHT - LINKEDIN EXPERT MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Your 15-Minute Daily Power Play You don’t need to live on LinkedIn. You just need to show up **with purpose**. Here’s your “Tough Times Power Play” just 15 minutes a day. **1. Comment with intent –** Jump into the feed and add thoughtful comments that add value. Be seen. Be helpful. Be human. **2. Share something relevant** – Once or twice a week, post something that helps your audience, even if it’s simple. A lesson learned, a story, a question. Keep your voice active. **3. Start a few genuine conversations** – Send a DM, thank someone, reconnect. Not every message needs a pitch. Relationships drive results. That’s it. Fifteen minutes. Every day. ***Consistency will always beat intensity.*** ## Momentum Over Motivation If you wait until you *feel*like showing up, you’ll never do it. Trust me on this one! **Discipline beats motivation. Momentum builds confidence.** And when you show up consistently, three things happen: - You train the algorithm to show your content to the right people - You train your audience to expect to hear from you - You train yourself to stay in motion when it matters most That’s how you stay top of mind. Not just now, but long after this tough patch has passed. [ ![MICHELLE J RAYMOND LINKEDIN EXPERT AND AUTHOR OF LINKEDIN BRANDING BOOK](https://b2bgrowthco.com/wp-content/uploads/2025/10/MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-AND-AUTHOR-OF-LINKEDIN-BRANDING-BOOK.webp "MICHELLE J RAYMOND LINKEDIN EXPERT AND AUTHOR OF LINKEDIN BRANDING BOOK - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://mybook.to/The_LinkedIn_Branding_Book) Buy your copy of The LinkedIn Branding Book on Amazon today. ## Final Thoughts Business goes through cycles. LinkedIn does too. But disappearing is never the answer. Show up. Stay consistent. Keep connecting. Because when business gets tough, remember: **the tough don’t log off, they get LinkedIn’ing. 🤣** **Want to work with me? Book a time here –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** LinkedIn, LinkedIn Strategy, LinkedIn Tips **Tags:** LinkedIn, Social Selling --- ### [Why Better LinkedIn Leads Start with Strategy, Not Automation](https://b2bgrowthco.com/how-tech-is-killing-your-linkedin-leads/) **Published:** October 6, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** Tech and automation aren’t the cure for LinkedIn lead problems. Learn why strategy, empathy and human connection beat tech shortcuts every time. **Content:** I’ve been reflecting a lot lately on what is working/not working on LinkedIn for business growth. I know we’ve all been sold the AI and tech dream as the solution to every problem in marketing and business, but I wonder if it’s actually causing more harm than good. I guess they don’t call it a disruption for no reason. Although I tend to think the novelty of it all is more of a big distraction from what matters. My core belief is that you can’t automate understanding your customers, and you can’t automate building trusted relationships with them. Let’s bring it back to basics and talk about how to refocus your LinkedIn strategy where it belongs – on people, not platforms. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/how-tech-is-killing-your-linkedin-leads/id1603908569?i=1000733130042) ## All the Gear & No Idea A quick search turned up an estimate of over 15,000+ MarTech tools on the market. To be honest, I think this number is probably way higher, but that’s not the point. Exact figures aside, each one of the tools promises to save time, help you create better content, or help you grow faster. Yet more and more people are feeling that things just aren’t working the way they used to on LinkedIn. In fairness, yes, there have been significant changes to the LinkedIn algorithm, but I don’t think these are entirely to blame. If your content isn’t landing, here are my thoughts on the reasons why: - You’re amplifying the wrong message. - You’ve skipped customer research. - You’re mistaking productivity for connection. **The best tool in the world won’t fix a poor LinkedIn strategy or no strategy at all.** Just like buying the most expensive power tools doesn’t make me a builder, fancy software won’t make you a better marketer. It’s not more tech you need; it’s **clarity and empathy.** [ ![The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-LinkedIn-Branding-Book-Front-Cover-725x1024.webp "The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://mybook.to/The_LinkedIn_Branding_Book) Looking for more clarity for your brand? Start here. ## What Happens When We Forget the Human When content feels soulless or generic, it’s usually because it’s written for the algorithm, not for the audience. I see it daily on LinkedIn: - Hooks written for clicks, not humans - AI-generated copy with no personality - Brands chasing trends instead of trust If your posts sound like everyone else’s, your readers will scroll straight past. Authenticity, transparency, and empathy aren’t buzzwords; they’re business drivers. Especially for the next generation of B2B buyers who value connection, trust and transparency over polish. ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## How to Shift Your Focus Back to Customers Let’s get practical. Here’s where I’d start: ### 1. Do the Research Before you create content, talk to your people. - Ask your sales or customer service team what customers are struggling with right now. - Listen to the language your audience uses to describe their problems. - Read LinkedIn comments, reviews, and DMs for clues. **The more you listen, the more your content will hit the mark.** ### 2. Audit Your LinkedIn Presence Look at your LinkedIn profile through your ideal client’s eyes. Ask yourself: - Can they instantly see how I can help them? - Does my headline speak to their needs, not my job title? - Is my About section written in their language? - Is it obvious what you do, who you do it for and what makes you different? **If the answer’s no, it’s time for a rewrite.** ### 3. Build Relationships, Not Just Reach Connection beats automation every day of the week. - Leave thoughtful comments. - Personalise your messages. - Follow up because you care, not because you’re chasing a lead. **Your audience will feel the difference and so will you!** ## Final Thoughts Tech is not an excuse not to talk to people. Whether it’s your colleagues or customers directly, make time for it to happen. The brands that win on LinkedIn in 2026 won’t be the ones using the most AI and tech tools; they’ll be the ones using empathy as their competitive edge. There is nothing more important than making sure your audience feels seen, heard, and understood. So before you chase the next shiny software, ask yourself: > “Do I know my customer as well as I know my tech stack?” If the answer’s no, it’s time to flip the focus. **Want to work with me? Book a time here –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Strategy, LinkedIn Tips **Tags:** LinkedIn --- ### [6 Simple Shifts to Get Your LinkedIn Posts Seen Again](https://b2bgrowthco.com/6-simple-shifts-to-get-your-linkedin-posts-seen-again/) **Published:** October 6, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** Learn six simple shifts you can make to get your LinkedIn posts seen again — practical changes that improve visibility, relevance and meaningful engagement. **Content:** Are you putting time into LinkedIn posts only to see… nothing? No views, no comments, no traction? One of the biggest frustrations B2B professionals have right now is that their content feels invisible. And I get it. When you’re putting in all that time and effort to create content that only gets 50 or 100 impressions, it’s disheartening. But here’s the thing, LinkedIn still works. You’ve just got to experiment and shift what you’re doing. So today I’m sharing **three things to ditch** and **three things to double down on** if you want more people to see your posts. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/why-your-linkedin-posts-arent-being-seen-and-how-to-fix-it/id1603908569?i=1000733965609) ## Three Things to Ditch Right Now ### 1. Boring Professional Content I’ve said it before, and I’ll keep saying it, *professional* is the word that kills content on LinkedIn. B2B posts are putting people to sleep and when your audience is asleep, they’re not liking, commenting, or engaging. No engagement means no conversations, and no conversations mean LinkedIn quietly lets your post drift off into the abyss. **💡The best tip I can give you –** **You’re allowed to have fun on LinkedIn.** 😀 You’re still a professional even when you show your personality. So ditch the stiff “professional” tone and show up as the person you actually are. There is a reason every Friday I have some fun with my Tim Tam Tips – they stand out and are memorable to people. Guess what – I’ve never lost a client because of them. ### 2. Copy-and-Paste Templates If you’ve jumped onto one of those automation tools that promises “viral LinkedIn post templates,” unsubscribe right now. These copycat posts might look like shortcuts, but they destroy your credibility and authenticity. The latest example? Everyone posting about their SSI score. They’re irrelevant, out-of-date, and all over the feed. So instead of chasing what’s trending, focus on what’s meaningful to your audience. Talk about your industry, your expertise, your experience. Not LinkedIn itself (unless, of course, you’re someone like me who literally teaches it!). ### 3. Over-Hyped Video Content Now this one might ruffle a few feathers, but here it is: video is not your saviour. LinkedIn keeps promoting video like it’s the magic answer, but the data doesn’t stack up. Last year, yes, videos were hitting millions of impressions. But now? Not so much. Don’t get me wrong, I’m not saying *never* post video. Just don’t go hard on it, thinking it’s your growth strategy. Most people on LinkedIn aren’t here to watch video content. If you want an algorithm that supports it, you’d be better off on TikTok or YouTube Shorts. Yep, I really just said that. So there you have it. Three things to ditch: - Boring professional content - Viral copycat templates - Over-reliance on video Now, let’s flip it and talk about what’s working. ## Three Things to Double Down On ### 1. Polls Polls might not be the cool kid on the block, but they *work.* Why? Because they’re easy. People love to click, vote, and keep scrolling. No pressure, no judgement. Every time I post a poll, it outperforms my regular content. Here’s how to make yours work too: - Keep the question simple: A or B, Yes or No - Add a “C: Comment below” option for those who want to expand - Pick a topic that gets people to take a side or you know they will have an opinion on eg hot topic When you do that, you’ll start a conversation, and that’s what the algorithm rewards. Not all polls are created equal, but when you nail one, they’re gold. ### 2. Having a Strong Opinion Is A Good Thing Too many experts are holding back because they’re scared of what others will think. But when you’re afraid to call things out, you end up creating the kind of content that no one reacts to. You don’t have to be a bully or call anyone out publicly. Just have an opinion, back yourself with your knowledge and experience, and speak your truth. That’s how people know you’re the real deal. When you stand for something, you attract the right audience and you repel the wrong ones. And that’s a great thing. So go on, back yourself. Have an opinion? Share it! 💡**Two people that do it great are** [Neal Veglio](https://www.linkedin.com/in/nealveglio/) **and** [Nikki Pilkington](https://www.linkedin.com/in/nikkipilkington/)**. Check them out.** ![DARE TO BE DIFFERENT - MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/05/DARE-TO-BE-DIFFERENT-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-575x1024.webp "DARE TO BE DIFFERENT - MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### 3. Storytelling Storytelling isn’t just a marketing buzzword, it’s what makes your content *human.* AI can copy your structure or tone, but it can’t copy *your story.* It can’t replicate your experiences, your lessons, or the things that shaped your perspective. That’s what makes you different. That’s what builds trust. Start sharing the real stuff. The things you’ve tried, the mistakes you’ve made, the lessons you’ve learned. That’s how your audience gets to know you, like you, and trust that you’re the real deal. And here’s the bonus: stories are where empathy lives. When you show you understand what life is like for your audience, you connect on a deeper level. ### Action Time Try something new this week. Maybe it’s a poll. Maybe it’s sharing an opinion or telling a personal story. Whatever it is, test something different and see how it performs. You’re not going to blow up your personal or company brand with one experimental post. If it works, great. If it doesn’t, it’s just data. Use a tool like [Metricool](https://f.mtr.cool/WSGMKZ) analytics to see what’s performing best and find the common threads. That’s how you refine your strategy. [ ![METRICOOL MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2025/10/METRICOOL-MJR-PAGE-1024x501.webp "METRICOOL MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://metricool.com/michellejraymond/?utm_source=web&utm_medium=influencer&utm_campaign=2025_michelle-raymond_social_en&utm_content=link&utm_term=q2) Click on the image to trial for yourself. ## Final Thoughts If your reach has dropped, you’re not broken; your approach just needs a refresh. Boring, templated, and copycat content doesn’t cut it anymore. But content that’s original, opinion-driven, and rooted in real stories? That still works. You don’t need to hack the algorithm. You need to connect with humans. And when you do that consistently, your impressions will rise naturally. **So tell your story, share your opinion, and show some personality. Because there’s only one of you, and that’s your biggest advantage.** **Want to work with me? Book a time here –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Tips **Tags:** Content Creation --- ### [200+ Podcast Episodes Later: What B2B Marketers Need to Know About LinkedIn Now](https://b2bgrowthco.com/raw-lessons-from-200-podcast-episodes-and-a-changing-linkedin-platform/) **Published:** October 6, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** Lessons from 200+ podcast episodes on how LinkedIn has changed, with practical insights B2B marketers can use to shape strategy, content and engagement in a shifting platform landscape. **Content:** **Dear Listeners & LinkedIn Community,** If you’re reading this – THANK YOU! I’m grateful for all the support of the podcast that got me here. This newsletter, just like the podcast episode, is written from the heart. I wanted to share the raw lessons I’ve learned in creating 200 episodes of my Social Media for B2B Growth podcast. I switched things up for this episode, and my friend, The Podmaster [Neal Veglio](https://www.linkedin.com/in/nealveglio/), interviewed me. The best way I can describe the episode is we covered pretty much every emotion 😂😡🥰🤔😕🥲 If you want all the lessons, it will be well worth your time to listen to or watch the full episode. Some things are just betterto watch or listen to. [Listen on Apple Podcasts](https://podcasts.apple.com/us/podcast/raw-lessons-from-200-podcast-episodes-and-a/id1603908569?i=1000735325361) ## Looking Back: “I never imagined I’d be here” I’m up to my 200th podcast episode, and I *never in a billion years* imagined I’d be that person. Especially when I don’t even listen to podcasts. The first 100 episodes? I would love to delete them. I had no strategy. No plan. I didn’t even have a clue who I was recording for. But I leave them as a reminder that if I didn’t get started, I wouldn’t be here today. **👉 Lesson – Never skip the planning and strategy. Always be clear why you are doing this and who you are doing it for. You’ll need it when things get tough and nothing seems to be working.** ![Michelle J Raymond LinkedIn expert Podcast with Lynnaire Johnston](https://b2bgrowthco.com/wp-content/uploads/2025/10/Michelle-J-Raymond-LinkedIn-expert-Podcast-with-Lynnaire-Johnston-1024x683.webp "Michelle J Raymond LinkedIn expert Podcast with Lynnaire Johnston - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") One of the earliest screenshots I could find. Talking about the launch of Business Gold. I actually forgot I had a different podcast name at the beginning. ## The Moment That I Almost Quit Podcasting January 2024, I received a cease and desist letter from LinkedIn. At first, I didn’t think it was real, and then it felt like a gut punch as the gravity of the situation hit. We had to change the podcast name, the website, every thumbnail that featured a LinkedIn logo, and every article that was linked, or I would lose my entire LinkedIn account. It’s safe to say that it was a scary time and a huge job for Lil and I to get through. Subsequently, the number of downloads continued to spiral downwards, and nothing I tried seemed to stop them. It was awful to feel helpless, that I couldn’t stop it. This was the fork in the road moment – quit or give it one last go with help from a podcast expert. Shout out to [Neal Veglio](https://www.linkedin.com/in/nealveglio/). It was his podcasting strategy and expertise that saved the day. **👉 Hard Lesson – I can’t be an expert at everything, and asking for help isn’t a weakness. Sometimes it’s necessary. In this case, I wish I hadn’t left it so long.** ## Owning My LinkedIn Expertise The podcast growth strategy we came up with centred around me doing mostly solo episodes. One part of me knew this was the best return on the effort that goes into producing podcasts (six to eight hours per episode), but mostly I was freaked out. The rawest truth I can share here is that crippling self-doubt kicked in. Recording those first solo episodes, I can vividly recall the thoughts in my mind giving me every reason to pack it all in. I was scared that no one would listen if it was just me and no expert guests. It turns out I was very, very wrong, and October 2025 set a new download record. 🥳 **👉 Extra Hard Lesson – Back myself and learning new things is really uncomfortable. Persistence pays off.** ## I Don't Do This Alone It’s important that I acknowledge [Liliane Abboud](https://www.linkedin.com/in/lilianeabboud1/) for everything she does to bring this podcast to life, too. Yes, I’m the one you see and hear, but it really is a team effort. What you don’t see is the hours of work Lil puts into editing episodes, creating social content to promote them, and ensuring everything comes together to bring each episode to life. Not to mention how much she works to make sure I don’t become my own worst nightmare as the bottleneck for too long, or when she supports me through those moments of crippling self-doubt. Thanks for being by my side through it all. (If only you appreciated the sound of my voice as much as all the listeners 😂) ![Lil collage](https://b2bgrowthco.com/wp-content/uploads/2025/10/Lil-collage-724x1024.webp "Lil collage - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Thank you Listeners! Whether it’s on YouTube or your favourite podcast app, thank you so much for taking the time to listen to what I have to say. For those of you who have become clients, I appreciate you! I mean it when I say you are always the best clients. **Want to work with me? Book a time here –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Tips --- ### [Why Social Care Is The Secret to Business Growth](https://b2bgrowthco.com/why-social-care-is-the-secret-to-business-growth/) **Published:** November 18, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** B2B buyers expect fast, human responses on social media. Learn how social care drives trust, loyalty and revenue in this episode with Michelle J Raymond **Content:** When most people hear the term “social media,” they just think of content. But I actually think this is what costs business growth. I sat down with my friend [Brooke B. Sellas](https://www.linkedin.com/in/brookebsellas/) to talk about “social customer care.” It’s not just about posting content and replying to comments. It’s a mindset shift that could transform how your brand attracts and keeps customers online. This article is inspired by the recent episode of the [Social Media for B2B Growth Podcast](https://socialmediaforb2bgrowthpodcast.com/) hosted by [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/), which discusses this topic in more detail. [Listen on Apple Podcasts](https://podcasts.apple.com/us/podcast/social-media-customer-care-best-practices-every-b2b/id1603908569?i=1000736583187) ## What Is Social Customer Care? Social customer care (or “social care”) is more than community management or engagement. It’s about **servicing your customers and prospects directly through your social channels**, being present in conversations, not just posting into the void. It means: - Responding when people mention your brand - Listening when they *don’t* tag you - And using those moments to build trust, not just awareness When you show up consistently and genuinely, those conversations become the bridge between your marketing and measurable business growth. ## Why People Still Want to Talk to Brands You’ve probably heard the myth: “People don’t want to talk to brands.” That’s straight up not true. Gen Z, for example, ranks brand conversations on social as highly as online reviews. When a brand replies, it is seen as a signal of trust. The same applies to LinkedIn: your customers do want to engage, but they just need a reason to. That reason isn’t polished perfection. It’s emotion. [ ![LINKEDIN PROFILE WRITING SERVICE WITH MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/06/LINKEDIN-PROFILE-WRITING-SERVICE-WITH-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x576.webp "LINKEDIN PROFILE WRITING SERVICE WITH MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-profile-writing/) Let's work together! ## Content Is the Vehicle, Emotion Is the Destination > "If you want your content to drive sales, it has to make people feel something." Brooke B. Sellas > > John Doe But here’s the problem. Most branded content doesn’t. It’s safe. It’s professional. It’s boring. Brands get so scared of being cancelled or stepping outside guidelines that they strip away anything human. But here’s the thing: **if no one feels anything, no one buys anything.** So how do you fix that? Start by creating ‘talk-worthy’ content, the kind that sparks conversation and emotion. Brooke calls this *“conversational content.”* [ ![ConversationsThatConnectBook-Hardcover Brooke B Sellas](https://b2bgrowthco.com/wp-content/uploads/2025/11/ConversationsThatConnectBook-Hardcover-Brooke-B-Sellas.webp "ConversationsThatConnectBook-Hardcover Brooke B Sellas - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](http://ConversationsThatConnectBook-Hardcover%20Brooke%20B%20Sellas) ## Two Simple Ways to Start Brooke dropped two practical tips any brand can use today: ### 1. Create Talk-Worthy Polls Polls are the easiest way to get people talking, and they can also uncover valuable insights. Example: A flower brand posted, “Unpopular opinion: carnations are gorgeous.” Hundreds of comments flooded in. Most agreed. Next week? The brand ran a *“Buy One, Get One”* on carnations, and it sold out. That’s how you turn conversation into conversion. ### 2. Audit Your Conversations Look at your comments and messages and ask: - Are people asking for help? (Customer support → Retain customers) - Are people asking about products or pricing? (Sales support → Gain customers) Now you’ve got hard data on how social conversations are driving ROI. Not bad for something most brands still ignore. [ ![Social Media Marketing World 26_Michelle J Raymond Speaker](https://b2bgrowthco.com/wp-content/uploads/2025/11/World26_SpeakerGraphics_1a_MichelleJRaymond-1024x1024.webp "Social Media Marketing World 26_Michelle J Raymond Speaker - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.socialmediaexaminer.com/smmworld/?sme=214) Grab your ticket and I'll see you there! Click on the picture above for details. ## Stop Treating Comments Like Optional Extras This is where we both get on our soapboxes. Brands will spend thousands on paid ads, but when someone comments on those ads, they ignore it. That’s like having someone walk into your store asking for help, and you just stare at them blankly. Two-thirds of customers say speed matters more than price. If you don’t reply fast, they’ll buy from someone who does, even if it costs more. ## AI vs. Humans: Where the Line Is Yes, AI has its place. It’s brilliant for: - FAQs (“Are you open today?” “Do you ship to Australia?”) - Social listening - Analysing trends But when emotion, empathy or complexity are involved, humans win every time. Brooke shared a real story where Air Canada replaced their customer experience team with bots and subsequently got sued when the bot gave wrong information. The customer won. [ ![AIR CANADA SCREENSHOT](https://b2bgrowthco.com/wp-content/uploads/2025/11/AIR-CANADA-SCREENSHOT.webp "AIR CANADA SCREENSHOT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.theguardian.com/world/2024/feb/16/air-canada-chatbot-lawsuit) Your bot represents your brand. So if it gets it wrong, you pay the price, literally! ## The Growth Opportunity Brands Are Missing Too many businesses still see social care as a cost centre. It’s not. It’s a growth driver. Every time you respond quickly, solve a problem, or make someone feel seen, you’re: Building loyalty Creating advocacy Reducing churn Increasing conversions Gain and retain – that’s the name of the game. ## Final Thoughts Social care isn’t a nice-to-have. It’s the missing link between your content and your sales. You don’t need to post more. You need to *care* more. Start small: - Turn one post into a question - Respond to every comment - Treat every conversation as a potential relationship Because when you show up for your audience, they’ll show up for you with trust, loyalty, and sales. And that’s what growth looks like. **Want to work with me? Book a time here –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Tips --- ### [LinkedIn Has Changed: 5 Truth Bombs Every Professional Needs to Know](https://b2bgrowthco.com/linkedin-has-changed-five-truth-bombs-every-professional-needs-to-know/) **Published:** November 25, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn has changed. Discover 5 truth bombs about algorithm shifts, reach, visibility and what actually works now to build career insurance on LinkedIn. **Content:** There’s a quiet frustration running through LinkedIn right now. Marketers, creators, and business owners are all asking the same questions. “Why is my reach dropping?” “Why is engagement so unpredictable?” “Is LinkedIn even working for business anymore?” LinkedIn certainly feels like it has changed more in the past year than it has in the last five. Big creators are seeing smaller reach, smaller creators are getting unexpected boosts, and the platform has started shifting into pay-to-play territory. But before you panic, take a breath. You can still win on LinkedIn. You just need to understand the new landscape and adjust your strategy to match it. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, with guest** [Michaela Alexis](https://www.linkedin.com/in/michaelaalexis/) **which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/the-truth-about-linkedin-right-now-shifts-algorithms/id1603908569?i=1000737556943) ## LinkedIn Truth Bomb 1: Big followings don’t guarantee big reach anymore There was a time when having a big following on LinkedIn guaranteed strong reach. That era is over. Right now, creators with huge audiences are seeing some of the lowest numbers they have ever had, while smaller or newer creators are being pushed into more feeds. > “Even with a large audience, some posts reach two thousand people and the next reaches one hundred. Same creator. Same quality. The algorithm has shifted.” Michaela Alexis This means you cannot rely on follower count alone. The playing field is flatter, and the edge goes to those who stay relevant, not those who are simply well-known. If your reach feels unpredictable, you’re not failing. The platform has changed. ![No Fear Networking Michaela Alexis](https://b2bgrowthco.com/wp-content/uploads/2025/11/No-Fear-Networking-Book-Cover-692x1024.webp "No Fear Networking Michaela Alexis - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## LinkedIn Truth Bomb 2: Pay-to-play is here… but paying won’t fix weak content LinkedIn has quietly shifted into pay-to-play territory with boosted posts for personal profiles. It sounds appealing. Spend some money and get more eyeballs. But here is the truth: boosted posts often push content to people who don’t care, don’t click, and don’t convert. Impressions go up while impact stays flat. Paid reach is a tool, not a shortcut. If the message isn’t strong, no amount of spend will fix it. > “Boosting a post might give you impressions, but impressions aren’t impact. Paid reach doesn’t replace relevance.” Michelle J Raymond Before hitting the boost button, tighten your positioning, sharpen the hook, and make sure you know exactly who the post is for. ![LINKEDIN BOOST POSTS IMAGE](https://b2bgrowthco.com/wp-content/uploads/2025/11/BOOST-POSTS-IMAGE-1024x739.webp "LINKEDIN BOOST POSTS IMAGE - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## LinkedIn Truth Bomb 3: Comments outperform posts more than ever This is the part most people underestimate. Smart commenting is outperforming posting for many creators. The algorithm rewards meaningful engagement because it signals relevance, expertise, and genuine participation in the community. A strong comment can show up on feeds far beyond your own network, bringing you visibility without the pressure of crafting a brand-new post. > “I’ve had comments reach more people than my posts. Fifteen minutes of smart engagement beats another draft you never publish.” Michelle J Raymond If you’re limited on time or struggling to post consistently, this is your growth lever. Use comments to share insights, challenge ideas, add depth, and show personality. It’s one of the most efficient strategies on LinkedIn right now. ![LINKEDIN COMMENTS OUTPERFORM CONTENT MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/11/COMMENTS-IMPRESSION.webp "LINKEDIN COMMENTS OUTPERFORM CONTENT MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## LinkedIn Truth Bomb 4: Perfect content loses to consistent content LinkedIn is not rewarding perfect. It is rewarding presence. The days of perfectly polished posts dominating feeds are fading, and human, relatable, slightly-messy content is winning. The people on the sidelines waiting for flawless phrasing are being overtaken by those who hit publish and learn as they go. Perfection is slow and heavy. > “If you wait until it’s perfect, you’ll never post. Publish the thing that feels 15 per cent braver than normal. That’s where connection starts.” Michaela Alexis Consistency is light and compounding. If you want to grow, aim for 15 per cent outside your comfort zone instead of 100 per cent polished. That’s where your audience finally sees you, and where real traction begins. ## LinkedIn Truth Bomb 5: Visibility isn’t vanity. It’s protection This might be the most important truth of all. Too many people wait until they lose a job, face a restructure, or hit a career crossroads before deciding to become visible. But visibility is not just about attention; it’s also about safety. > “You don’t build career insurance when things fall apart. You build it long before you need it.” Michelle J Raymond Your network and personal brand are the things that follow you when your job title doesn’t. They are your career insurance. You build it when things are stable, so it’s there when things are not. And with the job market shifting, AI reshaping roles, and industries changing fast, the smartest thing you can do is show up now, not later. [ ![B2B GROWTH CO Company Page Audit Strategy](https://b2bgrowthco.com/wp-content/uploads/2024/08/Company-Page-Audit-Strategy-thumbnail-1024x576.webp "B2B GROWTH CO Company Page Audit Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) ## Final Thoughts You don’t need perfect posts or giant follower counts to win on LinkedIn right now. You need clarity about who you help, confidence to show up 15 per cent braver, and the willingness to focus on conversations over vanity metrics. The shifts we’re seeing aren’t a sign to pull back. They’re a sign to get smarter about how we show up. The algorithm will keep changing. Features will come and go. But the things that matter most stay the same. Your voice. Your relationships. Your consistency. LinkedIn isn’t broken; it’s evolving, and we need to do that, too. 😀 **Book a time here to discover how we can help your B2B grow –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Tips --- ### [How to Fix Your LinkedIn Conversions: The Real Reasons Your Content Isn’t Working](https://b2bgrowthco.com/how-to-fix-your-linkedin-conversions-the-real-reason-your-content-isnt-working/) **Published:** November 30, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** Why your LinkedIn posts don’t convert and how to fix them. Learn how to beat beige content, sharpen messaging and drive real B2B results. **Content:** You’re posting. You’re showing up. You’re “doing all the right things” according to what the feed says… and still nothing moves. On the surface, your LinkedIn content looks fine. Maybe your engagement is OK. But conversions? Crickets. That’s because writing for likes and comments is a different skill from writing for sales and business growth. I recently spoke with professional ghostwriter **Sarra Richmond**, and together we unpack what’s really killing your LinkedIn results and the practical fixes you can implement today to turn things around. Spoiler: it has nothing to do with the algorithm and everything to do with the way you communicate. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond,**](https://www.linkedin.com/in/michellejraymond/) **who was joined by** [Sarra Richmond](https://www.linkedin.com/in/meetsarra/) **to discuss this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/expert-ghostwriter-reveals-why-your-linkedin-posts/id1603908569?i=1000738241316) ## The Beige Problem: Why “Professional” Content Is Costing You Clients You’ve seen beige content. You’ve probably written beige content. Beige is safe. Polished. Familiar. Unfortunately, it is also completely forgettable. Sarra nailed the definition. Beige content is: - Saying a lot, but saying nothing - Copying everyone else - Using AI in the most basic way - Playing it safe to appear professional - Posting volumes of content that all blend into one The impact? You stay invisible. People do not know what you do, how you help, or why it matters. And if they cannot tell the difference between you and your competitors, they will simply choose someone else. **Tip: Write one post this week that says *one* original thing. Not a trend. Not a mimic. Not a rewrite of someone else’s idea. Say something you genuinely believe that your ideal customer needs to hear.** You’ll be amazed at how fast people start paying attention. [ ![B2B GROWTH CO Company Page Audit Strategy](https://b2bgrowthco.com/wp-content/uploads/2024/08/Company-Page-Audit-Strategy-thumbnail-1024x576.webp "B2B GROWTH CO Company Page Audit Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) Work with Me ## Stop Optimising for Likes and Start Optimising for Leads There’s a dangerous shift happening on LinkedIn: marketers behaving like influencers. Optimising for likes. Chasing impressions. Posting for applause. But engagement ≠ revenue. We both have so many stories about posts that went viral but brought no business, and how a single post with average impressions turned into clients because it reached the *right* people. Visibility is only useful when what someone sees clearly links to how you can help them. **Tip:** Look beyond reach and engagement metrics and add metrics that will make a real difference to your business growth. eg DM conversations, intro call bookings, email replies, and offline opportunities sparked by content **If your content isn’t leading to real action, it’s time to change things up.** ![SARRA RICHMOND POST LINKEDIN](https://b2bgrowthco.com/wp-content/uploads/2025/11/SARRA-RICHMOND-POST-LINKEDIN.webp "SARRA RICHMOND POST LINKEDIN - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## The One-Person Content Rule: How to Write LinkedIn Posts That Actually Convert If your content is trying to reach everyone, it reaches no one. This is especially common for B2B brands that serve multiple industries. They try to write content that covers every use case, every persona and every possible scenario. The result is broad, unclear messaging that’s confusing. The solution is the one-person rule: > “Pick **one persona.** Select **one problem.** Show **one solution.”** Sarra Richmond Write for one person with one problem and one outcome they care about. Rotate personas over time. Don’t blend them. **Tip: Before posting, write this at the top of your draft: *This post is for…* Then fill in the who, the problem, and the outcome.** [ ![Social Media Marketing World 26_Michelle J Raymond Speaker](https://b2bgrowthco.com/wp-content/uploads/2025/11/World26_SpeakerGraphics_1a_MichelleJRaymond-1024x1024.webp "Social Media Marketing World 26_Michelle J Raymond Speaker - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.socialmediaexaminer.com/smmworld/?sme=214) Grab your ticket today! Click on the picture above to get details. ## Your CTAs Are Too Weak. Here’s How to Fix Them Marketers often avoid calls to action because they do not want to sound salesy. The irony is that avoiding clarity is what costs you business. A strong post grabs attention at the top, builds relevance in the middle, and ends with a simple instruction. Not pushy. Not needy. Just helpful. As Sarra said, your call to action is not the clever part. It is the full stop that guides the next logical step. **Tip:** **Use confident CTAs like:** - **Book a call if you want this solved** - **Ask me for the guide if you need help starting** - **Visit the page to see the practical examples** **People can’t follow instructions you never give.** ## Talk to Your Clients More Than You Talk to the LinkedIn Algorithm This might be the most important shift. We are in a time where we have direct access to our audience every single day. Comments. DMs. Polls. Quick replies. Feedback loops everywhere. Yet many marketers still create content based on assumptions. The B2B brands winning are: - Asking questions - Listening to frustrations - Inviting conversation - Building loyalty through interaction - Responding like real people AI cannot replace rapport. But marketers often forget to lean into the human advantage they already have. **Tip: Once a week, create a post designed solely to learn more about your audience.** ![MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING AT THE GERMAN AUSTRALIAN BUSINESS CHAMBER OF INDUSTRY AND COMMERCE](https://b2bgrowthco.com/wp-content/uploads/2025/11/MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-PRESENTING-AT-THE-GERMAN-AUSTRALIAN-BUSINESS-CHAMBER-OF-INDUSTRY-AND-COMMERCE-1024x768.webp "MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING AT THE GERMAN AUSTRALIAN BUSINESS CHAMBER OF INDUSTRY AND COMMERCE - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Final Thoughts - Your Audience Doesn’t Need More Content. They Need More Clarity If you take nothing else from this article, take this: Your audience wants someone who - Understands them - Speaks directly to them - Offers clear solutions - Shows personality - Guides them to a confident decision Not someone who sounds like everyone else. LinkedIn doesn’t reward perfection; it rewards clarity, originality, and usefulness. Start there. Your conversions will follow. **Book a time here to discover how we can help your B2B grow –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Tips --- ### [The LinkedIn Plot Twists Impacting Your 2026 B2B Marketing Strategy](https://b2bgrowthco.com/linkedin-plot-twists-impacting-your-2026-b2b-marketing-strategy/) **Published:** December 12, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn changed fast in 2025. Michelle J Raymond breaks down the biggest plot twists and what B2B marketers must do differently in 2026. **Content:** LinkedIn 2025 sure was full of changes. These weren’t focused so much on the usual feature upgrades or new features, but rather LinkedIn changed the rules again and again, often with no warning. Those plot twists weren’t random. They were signals. As we head into 2026, they’ll shape how B2B brands show up, get seen and stay relevant. Let’s break down the five twists (and one bonus twist) that matter most for B2B marketers. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/the-linkedin-plot-twists-that-will-shape-b2b/id1603908569?i=1000740567935) ## Plot Twist 1 - The Reach Rollercoaster Reach dropped hard, and for many of us, the shift felt brutal (myself included!!!!). LinkedIn told us it was about “relevance, not impressions”. Posts might reach fewer people, but supposedly more of the *right* people. I still haven’t seen evidence that those “right people” suddenly started buying. Some days, my posts took off for no clear reason, and other days, the most strategic content barely moved. Even I had moments where I wondered if I still knew what I was doing. 😂 What I have seen are two things: - Saves and sends matter more than ever - Personal, human posts still get bigger reach than anything brand-led If you want to win in 2026, you need to mix both: 1. Create content people save because it helps them, and 2. Create content that allows people to connect with you as a human being. The thing I worry about most is that KPIs will still focus on post impressions and B2B marketers will still be measured against last year’s numbers. **I’d love to hear whether your organisation has made changes to align with LinkedIn’s new focus.** ![LINKEDIN CHANGED REACH BEFORE AND AFTER - MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/12/LINKEDIN-CHANGED-REACH-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT.webp "LINKEDIN CHANGED REACH BEFORE AND AFTER - MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Plot Twist 2 - Comments Became the New Currency For years, I’ve told clients that posting is only half the job. Commenting builds visibility faster. But I could never prove it. Now we can. LinkedIn gave us comment analytics, and the results are wild. Comments are delivering more impressions than posts for many users. And if you run a Company Page, commenting may be the only way anyone sees you organically. Your 2026 strategy needs commenting baked in: - Comment as your Page - Comments by the individuals in your team - Comment wide and deep within your industry, not just in your bubble - Comment to contribute **If you want reach, relationships, and relevance, comments are the lever.** ![LINKEDIN COMMENTS OUTPERFORM CONTENT MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/11/COMMENTS-IMPRESSION.webp "LINKEDIN COMMENTS OUTPERFORM CONTENT MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Plot Twist 3 - Premium Went From Optional to Advantage This is the year LinkedIn made “free vs paid” a very different conversation. For individuals? I still say stay on free until you hit a roadblock. For Company Pages, Premium may be a necessity for 2026. (I’m not referring to solopreneurs or microbusinesses here – you should focus on your personal content as a priority). Why? - Better analytics - More visibility tools - Verified status - Landing page–style features - Audience insights you simply can’t get elsewhere The shift is clear. LinkedIn wants Pages to pay to play. For those who do this, it could be a significant advantage. **Unfortunately, it won’t help you get more organic impressions. 😭** ## Plot Twist 4 - Social Selling Got Harder And we can thank automation for that. AI tools. Mass DMs. Engagement pods. Spammy cold outreach. It has created a barrier between buyers and brands. People are exhausted before you ever show up in their inbox. If you want conversations that convert, you must: - Build rapport first - Personalise every message - Lead with value, not a pitch - Have empathy for the person on the other side The higher your buyer’s seniority, the more noise they deal with daily. If you’re not making their life easier, you’re adding to the noise. This is the part where I climb down off my soapbox… but only just and only for today 😉. ![MICHELLE J RAYMOND - LINKEDIN EXPERT AND KEYNOTE SPEAKER](https://b2bgrowthco.com/wp-content/uploads/2025/06/MJR-PRESENTING-AT-SMMW25-1024x683.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT AND KEYNOTE SPEAKER - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Plot Twist 5 - Video Didn’t Become the Hero We Were Promised I had clients ready to pour huge resources into LinkedIn video, and given LinkedIn’s 2024 messaging, it made sense. Except the results never came. The video feed changed, then vanished. Formats shifted. Reach dropped. Most videos performed worse than standard posts and required much more effort. Should you abandon video completely? No. Should you go all-in on a video-first LinkedIn strategy? Not unless you enjoy disappointment. Test. Don’t assume. [ ![THE ART & SCIENCE OF VIDEO STORYTELLING SOCIAL MEDIA TODAY](https://b2bgrowthco.com/wp-content/uploads/2025/12/THE-ART-SCIENCE-OF-VIDEO-STORYTELLING-SOCIAL-MEDIA-TODAY.webp "THE ART & SCIENCE OF VIDEO STORYTELLING SOCIAL MEDIA TODAY - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.socialmediatoday.com/news/linkedin-report-video-ad-engagement-elements/753132/) ## Bonus Plot Twist - LinkedIn Isn’t Just A Networking Platform Anymore It’s a **discovery platform** too. Your content is no longer just for nurturing your network. It’s for being found by people who don’t yet know you. Which means: - Your profile must be optimised - Your Page must act like a landing page - Your content must speak clearly to one audience Discoverability is the new competitive edge. ## So What Do We Do With All of This? These changes forced all of us to become better marketers. Not louder. Not trendier. Better. If you’ve taken a step back this year, I get it. Truly. But 2026 will reward the marketers and brands who do three things exceptionally well: - Know their audience deeply - Show up consistently - Create content that solves real problems The algorithm will keep shifting. But fundamentals never stop working. [ ![Power Hour Session with Michelle J Raymond - LinkedIn Expert](https://b2bgrowthco.com/wp-content/uploads/2024/06/Power-Hour-Session--1024x576.webp "Power Hour Session with Michelle J Raymond - LinkedIn Expert - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/power-hour-session/) Work with me to build your 2026 strategy ## Final Thoughts LinkedIn didn’t break this year; it evolved. Evolution always feels uncomfortable before we adapt and grow. If 2025 knocked you off your game, take a breath. Reset. Come back to what matters. If you want support to rebuild your 2026 strategy, book a Power Hour with me and I’ll get you pointed in the right direction. **Book a time here to discover how we can help your B2B grow –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Tips --- ### [What Brain Science Teaches Us About LinkedIn Marketing](https://b2bgrowthco.com/what-brain-science-teaches-us-about-linkedin-marketing/) **Published:** January 8, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Discover how brain science and behavioural psychology influence B2B buying decisions and what it means for LinkedIn marketing, relevance, focus, and conversion. **Content:** *And why most B2B content is working against the brain, not with it.* If your LinkedIn content feels like it should be working but isn’t quite landing, this episode is for you. In this conversation, [Nancy Harhut](https://www.linkedin.com/in/nancyharhut/) and I discuss how the brain actually makes decisions and what that means for B2B marketing on LinkedIn. The big mistake most B2B brands make? They assume buyers are rational. They’re not. [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/what-brain-science-teaches-us-about-linkedin-marketing/id1603908569?i=1000744007251) ## B2B Buyers Are Human First Yes, B2B buyers are accountable. Yes, they care about outcomes and ROI. But decisions still start in the emotional part of the brain. Behavioural science shows that without emotion, decision-making slows or stops altogether. Even simple choices become difficult. What this means for LinkedIn content: - Logic alone doesn’t move people - Facts and features don’t create momentum - Emotion opens the door for decision-making Emotion doesn’t replace logic. It allows logic to be heard. [ ![USING BEHAVIORAL SCIENCE NANCY HARHUT BOOK COVER](https://b2bgrowthco.com/wp-content/uploads/2026/01/USING-BEHAVIORAL-SCIENCE-NANCY-HARHUT-BOOK-COVER-683x1024.webp "USING BEHAVIORAL SCIENCE NANCY HARHUT BOOK COVER - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.amazon.com/Using-Behavioral-Science-Marketing-Instinctive/dp/1398606480/ref=sr_1_1?crid=2KC4OGD4T9PJ3&dib=eyJ2IjoiMSJ9.ebQ6bLPSrJ3c0to41YIlkT5Z7YnK2sOmArgxK1G_YxLwsVS3jPlRp0XnEKVkp04PZ6B5EhaIdV9X3u-yYgi5arAmNsKcaeyi__HcFKzmb_KiIAH7mxgLsc0bP7ZGPVgC-sHVtEAnUrge4feF9bOX58XXALjl8LuyA1dN4onkdPYCOr9jQ-N91MjR3KjsWWNLes8gxlfiaNbFUf_0DgKV2rnXeaSWx2b99CgjeUr-fXM.fWoViHSibPx2fjbgABYFTBMbIbfIPUHEToy2Lk6aGpY&dib_tag=se&keywords=using+behavioral+science+in+marketing&qid=1767731308&sprefix=using+behavioral+marketing+%2Caps%2C407&sr=8-1) Grab a copy to dive deeper into this topic ## Fear, Reassurance, and the Real Buying Trigger So which emotion works best on LinkedIn? Fear or positivity? The answer is both. People want reassurance. They want to look smart to their peers. They want to avoid making a decision that creates more work or stress. But there’s one motivation that’s often stronger than all of the above. The brain is **twice as motivated to avoid loss as it is to gain something new**. That’s why: - Fear of missing out works - Risk reduction resonates - Doing nothing can feel more painful than change ⭐ This isn’t about scare tactics. It’s about being honest about the cost of staying stuck. ## Why Repetition Builds Trust “I’ve already said that.” If that thought crosses your mind when posting on LinkedIn, you’re thinking like a creator, not a buyer. The brain trusts what feels familiar. Repeated exposure makes messages feel more true, more credible, and easier to recall. If something is easy for the brain to process, it feels right. Not because people are ignoring you, but because attention is fragmented and memory needs reinforcement. **⭐** One post doesn’t do the job. Consistency does. ## Relevance Beats Reach (Even If It Hurts) The shift on LinkedIn from reach to relevance rattled a lot of people. I’ll admit it. I was one of them. But from a behavioural science perspective, this change makes sense, and I’m excited about the future. People are drawn to brands that reflect: - Who they are - How they see themselves - How they want to be seen Broad content may reach more people. Specific content creates a stronger connection. **⭐ Niche doesn’t mean small. It means meaningful.** ## Why Going Narrow Feels Risky On paper, most teams know that focus works. In practice, fear gets in the way. It usually shows up as: - “We don’t want to rule anyone out” - “What if we miss an opportunity?” - “Surely this could work for more people” Going narrow can feel uncomfortable. But when you try to speak to everyone, the message loses sharpness, and it becomes harder for anyone to see themselves in it. **⭐ Focus doesn’t reduce opportunity. It increases relevance.** ## Stop Persuading. Reduce Friction Instead One of the biggest mindset shifts Nancy shared was this: stop trying to persuade people. When content feels pushy or sales-heavy, the brain pushes back. Instead, focus on reducing friction. This works better because: - People trust their own conclusions - Stories allow readers to see themselves - Education builds confidence without pressure And this line says it all. ⭐ **If your product is the hero of the post, you’ve missed the point.** - Your customer is the hero - Your brand supports the journey - Trust comes before conversion ![LINKEDIN EXPERT MICHELLE J RAYMOND WITH NANCY HARHUT AND LILIANE ABBOUD AND SMMW25](https://b2bgrowthco.com/wp-content/uploads/2026/01/7331ba4c-5dcc-4540-9f32-d9342e9381ae-768x1024.webp "LINKEDIN EXPERT MICHELLE J RAYMOND WITH NANCY HARHUT AND LILIANE ABBOUD AND SMMW25 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## One Simple Change That Improves Almost Everything If B2B marketers changed just one thing, it would be this. Be more customer-focused and less company-focused. That means: - Use “you” more than “we” - Lead with the problem, not the product - Say less, but say it more clearly Before posting, ask one question. ⭐ Why would the person reading this care? ## Final Thoughts This episode reminded me why fundamentals matter more than trends. Brain science doesn’t change with algorithms. Human behaviour doesn’t shift because a platform tweaks reach. If LinkedIn feels harder right now, it’s not because the platform is broken. It’s because surface-level tactics are no longer enough. **What works:** - Emotion - Relevance - Clarity - Focus **EVERY TIME!** **Book a time here to discover how we can help your B2B grow –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) PS: Want to hear my LinkedIn updates first? Subscribe to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Tips --- ### [The Future of LinkedIn Company Pages: What B2B Brands Must Change in 2026](https://b2bgrowthco.com/linkedin-company-pages-in-2026-what-to-stop-and-start-doing/) **Published:** January 15, 2026 **Author:** michelle@b2bgrowthco.com **Content:** 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**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/linkedin-company-pages-in-2026-what-b2b-brands-must/id1603908569?i=1000745605467) ## 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. ![LINKEDINHOME PAGE VS FEED MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2026/01/LINKEDINHOME-PAGE-VS-FEED-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x576.avif "LINKEDINHOME PAGE VS FEED MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## 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. ![DEMAND ISN'T BUILT ON CTAS - MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2026/01/DEMAND-ISNT-BUILT-ON-CTAS-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x574.avif "DEMAND ISN'T BUILT ON CTAS - MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## 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. ![Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy](https://b2bgrowthco.com/wp-content/uploads/2025/12/F1A8406-1024x683.webp "Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## 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. ![P COMMENT AS YOUR PAGE CHRIS DO AND LINKEDIN EXPERT MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/01/P-COMMENT-AS-YOUR-PAGE-CHRIS-DO-AND-LINKEDIN-EXPERT-MICHELLE-J-RAYMOND-1024x580.webp "P COMMENT AS YOUR PAGE CHRIS DO AND LINKEDIN EXPERT MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## 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. [ ![B2B GROWTH CO Company Page Audit Strategy](https://b2bgrowthco.com/wp-content/uploads/2024/08/Company-Page-Audit-Strategy-thumbnail-1024x576.webp "B2B GROWTH CO Company Page Audit Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) ## 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**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers **Michelle J Raymond** PS: If you read this far, you obviously enjoy newsletters. Get more exclusive insights by subscribing to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Company Pages, LinkedIn Tips --- ### [Why Employee Advocacy Fails on LinkedIn (And How to Fix It)](https://b2bgrowthco.com/why-employee-advocacy-fails-on-linkedin-and-how-to-fix-it/) **Published:** January 16, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Michelle J Raymond explains why employee advocacy fails on LinkedIn and how B2B teams can activate employees without pressure, rigid rules or tools by building confidence first. **Content:** If your leaders want control and your employees want nothing to do with LinkedIn, you don’t have a content problem. You have an alignment problem. It’s one of the biggest reasons B2B LinkedIn strategies fail before they ever get momentum. In this newsletter, I unpack what’s really going on behind the scenes when leadership wants certainty, employees feel exposed, and marketing is stuck in the middle trying to make LinkedIn “work”. This is the human side of LinkedIn, and if you get this wrong, no amount of content will save you. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/why-your-employee-advocacy-isnt-working-on-linkedin/id1603908569?i=1000746731713) ## Why This Keeps Showing Up in B2B Teams I recently received a DM that started with “Help”. In fact, I would say I receive one at least every week. The situation was simple but painfully common. Leaders wanted employees to only talk about the business in their personal posts. The marketing team knew this wouldn’t work. Employees were quietly opting out. This is not a one-off. It happens across industries, team sizes and regions. Why? Because LinkedIn strategy involves people, and people bring fear, history, incentives and risk into the equation. ## What Leaders Are Really Worried About When leaders hear “employee advocacy”, a few fears tend to surface quickly. Will our best people get poached by our competitors? Is this actually going to deliver ROI, or is it just another distraction for the team? From their perspective, control feels like protection. That’s why rules appear. That’s why approval processes creep in. That’s why someone says, “I only want employees posting about the company.” It comes from fear, not ego. But here’s the problem. When leaders over-control LinkedIn, they unintentionally break the very thing they want. - Authenticity disappears - Visibility drops to zero - Employees go silent - Trust in the market never forms 👉 Corporate content alone won’t build trust. You can’t build trust externally if you don’t trust your own people internally. ## What Employees Are Experiencing Instead Most employees never signed up to be content creators. They weren’t trained for this. They are most often not paid for it. It’s not hard to understand why they often feel the risk far outweighs the reward. Common fears I hear all the time: - What if I say the wrong thing? - What if this affects my role? - What if I embarrass myself? - What if I get pulled up for not following the rules? Add rigid templates, public corrections and approval bottlenecks, and the safest option becomes silence. We can all agree that forced participation never works. Templates without context do not build confidence. Policing behaviour kills momentum. Yet we keep wondering why employee advocacy programmes fail. ## The Fix Is Not More Tools or More Rules I’ll say this clearly. You do not fix this with more tools. You do not fix this with more rules. You fix it with conversation. LinkedIn strategies cannot be built in isolation by one team and handed down like instructions. Alignment starts when leaders, marketing and employees understand: - Why this matters - What success looks like - What is expected and what is not - What’s in it for them 👉 When strategy starts with communication, execution becomes easier. When people understand the why, fear drops away. ![EMPLOYEE ADVOCACY DOESN'T NEED MORE TOOLS OR RULES MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2026/01/EMPLOYEE-ADVOCACY-DOESNT-NEED-MORE-TOOLS-OR-RULES-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT.webp "EMPLOYEE ADVOCACY DOESN'T NEED MORE TOOLS OR RULES MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## The Power of Two in Action This is where the Power of Two really comes into play. Your Company Page does the heavy lifting on the strategic side. It provides clarity, consistency, credibility and the infrastructure that holds everything together. It sets direction and creates confidence in the brand. Your employees bring what the Company Page can’t. They add humanity, expertise, trust and reach. They make the message believable, relatable and visible in ways branded content alone never can. Together, this creates compounding visibility, and that alignment sends a strong signal not just to the algorithm but also to the market. This is why enablement always beats enforcement. In practice, that means focusing on: - Training instead of assumptions - Leadership modelling, not mandating - Clear guidelines that build confidence It also means having support in place when things go wrong and giving people the space to experiment safely without fear. [ ![The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-LinkedIn-Branding-Book-Front-Cover-725x1024.webp "The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://mybook.to/The_LinkedIn_Branding_Book) Buy Your Copy on Amazon ## Final Thoughts You don’t activate people with rules. You activate them with clarity, confidence and trust. If your LinkedIn strategy feels stuck, noisy or frustrating, the issue is rarely content. It’s alignment. Get your people aligned first, and the platform starts working with you, not against you. If this resonates, take it as your cue to pause, realign your people, and reset how LinkedIn works in your business. **Book a time here to discover how we can help your B2B grow –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers **Michelle J Raymond** PS: If you read this far, you obviously enjoy newsletters. Get more exclusive insights by subscribing to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Company Pages, LinkedIn Tips --- ### [What Is 360Brew? How LinkedIn’s Algorithms Really Work (For B2B Marketers)](https://b2bgrowthco.com/what-is-360brew-how-linkedin-algorithm-really-works-for-b2b/) **Published:** January 18, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn’s 360Brew isn’t something to panic about. In this episode, Michelle J Raymond explains what 360Brew really is, why reach has changed, and why strategy and relevance matter more than ever. **Content:** There’s been a lot of noise lately about LinkedIn’s new 360Brew. I’ve seen the panic posts. I’ve heard the whispers, and yes, I’ve had plenty of DMs asking if this is the thing that’s “killed reach”. So, as much as I think we should be more focused on LinkedIn strategy and less on algorithms, let’s get clear on what 360Brew actually is, what it isn’t, and how B2B marketers should respond if growth is the goal. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/360brew-explained-why-reach-no-longer-matters-on-linkedin/id1603908569?i=1000748343491) ## What Is 360Brew? No, it’s not a coffee order. Bad joke. I know. 😂 360Brew is a **large language model** working behind the scenes on LinkedIn. It doesn’t replace the LinkedIn algorithm. It works alongside it. LinkedIn runs multiple algorithms simultaneously. 360Brew helps **interpret everything together**, not in isolation. That’s the big shift. ## How 360Brew Really Works Before, LinkedIn looked at individual signals. Now, 360Brew looks at the **whole picture**. That includes: - Who you connect with - What’s in your profile - The content you publish - The comments you leave - The consistency of your actions There is no single factor that it considers in isolation. There is no single thing that matters most. It’s the pattern that counts. And if you’re thinking, “This sounds like marketing fundamentals,” you’re right. 😀 ## Why This Is Actually Good News For a while there, I couldn’t quite see where LinkedIn was heading. But at the start of 2026, I’m excited again. 360Brew is clearly trying to move people away from: - Playing the impressions game - Engagement pods - Spammy, manipulative tactics I love that 360Brew reduces the power of people trying to game the system. ## Does 360Brew Kill Reach? The short answer. No. The longer answer. Reach hasn’t disappeared. The model has changed. LinkedIn has moved from a **reach model** to a **relevance model**. That means: - Smaller audiences - Better fit - Higher quality attention If your numbers dropped, you’re not alone. It’s happened to almost everyone, including big creators. **But if your content is reaching the right people, that’s a win.** [ ![DECEMBER 2025 LINKEDIN REACH MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2026/01/DECEMBER-2025-LINKEDIN-REACH.webp "DECEMBER 2025 LINKEDIN REACH MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.theshieldindex.com/) I thought this might be an interesting read. Take it with a grain of salt. ## The Real Reason Visibility Drops Here’s the part most people miss. If your reach drops, it’s usually not a 360Brew issue. It’s typically a strategy issue. Common problems I see in audits: - No clear ideal client profile - Trying to speak to everyone - Random content with no theme - Panic tweaks instead of strategic decisions - Boring, self serving, broadcast styles of content Confused strategy creates confused signals. Confused signals lead to confused distribution. [ ![B2B GROWTH CO Company Page Audit Strategy](https://b2bgrowthco.com/wp-content/uploads/2024/08/Company-Page-Audit-Strategy-thumbnail-1024x576.webp "B2B GROWTH CO Company Page Audit Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) ## What 360Brew Means for B2B Marketers If you’re still comparing today’s numbers to 2022, you’re setting yourself up for disappointment. What matters more now: - Clear positioning - Audience fit - Useful content - Consistent action The good news is that LinkedIn is finally providing better analytics to support this. New metrics now show: - Page Follower growth from your LinkedIn post - Profile and Page impact - Saves, reposts, and clicks This is a big shift, especially for Company Pages. ## Company Pages and 360Brew Good news. Company Pages are not disadvantaged. In fact, a Page-led strategy matters more than ever. Pages benefit when they: - Stay topically relevant - Lead conversations in their industry - Build community, not just broadcast messages Every interaction your Page makes signals what it wants to be known for. This is what I call **Page Advocacy** and yes, 360Brew loves it. ## Employee Advocacy Still Matters Possibly more than ever, human signals build trust and trusted networks send strong signals. The real opportunity is helping employees: - Use their own voice - Share insights authentically - Align with the Company Page, not copy it The real competitive advantage comes when you implement the Power of Two – build your company brand and scale with employee advocacy. ![THE POWER OF TWO - MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/07/THE-POWER-OF-TWO-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x683.webp "THE POWER OF TWO - MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Final Thoughts 360Brew isn’t something to fear or try to game. There are no shortcuts, no hacks, and viral still doesn’t equal valuable. What matters is the same stuff that’s always mattered on LinkedIn. - Knowing who you’re for - Showing up consistently - Creating content in service of your audience - Focusing on meaningful engagement, not empty likes There’s no magic format and no magic posting frequency either. Chasing video, polls, or carousels misses the point. Instead, ask which format best serves your audience and which content actually helps them. **Quality over quantity.** **Consistency over intensity.** **Strategy before tactics, every time.** If you stay focused on that, you won’t need to worry about 360Brew at all. **Book a time here to discover how we can help your B2B grow –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers **Michelle J Raymond** PS: If you read this far, you obviously enjoy newsletters. Get more exclusive insights by subscribing to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Company Pages, LinkedIn Tips --- ### [Outsourcing LinkedIn Company Page Management vs Managing Internally: What’s Right for Your B2B Team?](https://b2bgrowthco.com/outsourcing-linkedin-company-page-management-vs-managing-internally-whats-best-for-your-team/) **Published:** February 20, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Should you outsource LinkedIn Company Page management or keep it in-house? Discover the pros, cons and hybrid model B2B marketing teams use to improve consistency, visibility and demand generation. **Content:** If you’re part of a B2B marketing team or business leader responsible for your brand’s LinkedIn Company Page, this question has probably crossed your mind: Should we outsource LinkedIn Company Page management… or manage it internally? It’s not a small decision. Your LinkedIn Company Page plays a critical role in brand visibility, demand generation, employee advocacy and sales support. Yet for most B2B organisations, it becomes inconsistent, reactive and under-resourced. Let’s break this down properly so you can make a strategic decision, not an emotional one. ## Why LinkedIn Company Page Management Is So Challenging for B2B Marketing Teams Before we talk about outsourcing vs internal management, let’s acknowledge the reality. Most B2B marketing teams are: - Time poor - Managing multiple channels - Under pressure to deliver measurable ROI - Expected to “just make LinkedIn work”. But the problem is, LinkedIn is not static. Algorithms change. Feature updates. Shifts in content formats. Reduced organic reach. Increased competition. Managing a LinkedIn Company Page requires: - Clear positioning - Documented LinkedIn Strategy - Consistent content cadence - Community engagement - Alignment with Sales & Leadership - Ongoing analytics review That’s a lot more than just “posting twice a week”. ## The Case for Outsourcing LinkedIn Company Page Management Many B2B businesses consider outsourcing LinkedIn management when consistency drops or results plateau. Here are some genuine pros and cons I’ve discovered while working with businesses on their LinkedIn strategies. ### Pros of Outsourcing LinkedIn Company Page Management 1. **Strategic oversight –** a LinkedIn specialist brings experience, frameworks and pattern recognition. You are not paying for posts. You are paying for strategy. 2. **Consistency and cadence –** no more “we’ll post when we get to it.” A structured plan ensures your LinkedIn Company Page supports brand and pipeline goals. 3. **Reduced internal pressure –** your marketing team can focus on campaigns, product marketing and sales enablement while LinkedIn remains active and strategic. 4. **External perspective –** sometimes you are too close to your own messaging. An external partner can sharpen positioning and clarify your value proposition. **If you’re exploring this option, learn more about my LinkedIn Company Page Management services here:** [**https://b2bgrowthco.com/company-page-management/**](https://b2bgrowthco.com/company-page-management/) ### Cons of Outsourcing LinkedIn Management 1. **Risk of disconnection** – if leadership, sales and marketing are not involved, content can become surface-level. 2. **Loss of internal capability** – if everything is done for you, your team never builds LinkedIn skills. 3. **Investment** – quality LinkedIn Company Page management is not cheap. Nor should it be. 4. **It is not a magic fix** – outsourcing does not solve unclear positioning or weak brand foundations. ## The Case for Managing Your LinkedIn Company Page Internally For many B2B marketing teams, managing LinkedIn in-house feels like the logical choice. ### Pros of Managing LinkedIn Internally 1. **Deep knowledge of your audience** – no one understands your product, services and customers like your internal team. 2. **Real-time insights –**sales conversations, objections and customer wins can quickly inform content. 3. **Capability building** – upskilling your team strengthens your long-term LinkedIn marketing strategy. 4. **Stronger employee and Page advocacy** – when internal teams understand LinkedIn properly, Company Page performance improves significantly. **If your goal is to upskill your team rather than outsource, explore LinkedIn Company Page Training here:** [**https://b2bgrowthco.com/company-page-training/**](https://b2bgrowthco.com/company-page-training/) ### Cons of Managing LinkedIn Internally 1. **Lack of time –** LinkedIn becomes “when we get to it.” 2. **Inconsistency –** you know the reality will be a few strong weeks. Then silence. 3. **Skill gaps –** being a good marketer does not automatically make someone a LinkedIn Company Page expert. 4. **Figuring Stuff Out Fatigue –** constantly testing, guessing and trying to keep up with algorithm updates drains energy and confidence. **If this sounds familiar, it may be time to start with a structured LinkedIn Company Page Audit & Strategy session:** [**https://b2bgrowthco.com/linkedin-company-page-audit-strategy/**](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) ## The Hybrid Model: The Smart Move for Most B2B Marketing Teams Here is what I see working best. Not full outsourcing. Not full DIY. A hybrid LinkedIn strategy. - External strategic guidance - Internal content champions - Clear KPIs beyond impressions - Alignment between the Company Page and employee advocacy This model ensures: - You are not dependent - You are not overwhelmed - Your LinkedIn Company Page supports business growth For B2B marketing teams serious about LinkedIn demand generation, this approach balances capability with expertise. I’ve partnered with many businesses to find the right balance that works for them, based on the resources they have and the goals they are aiming for. ## How to Decide What’s Right for Your B2B Organisation Ask yourself: 1. Do we have someone with the time and authority to own LinkedIn properly? 2. Do we have a documented LinkedIn Company Page strategy? 3. Are we measuring the right metrics beyond vanity impressions? 4. Is our LinkedIn activity aligned with sales and leadership? If the answer is mostly no, outsourcing or hybrid support may be necessary. If the answer is mostly yes, internal management with targeted training could be ideal. The worst option? Doing nothing strategic. Posting occasionally. Expecting leads from 1% to 2% organic reach. Calling LinkedIn “not effective” without a real strategy. ## Final Thoughts for B2B Marketing Leaders Your LinkedIn Company Page is not just another social channel. It is: - A brand visibility engine - A credibility builder - A demand generation support tool - A recruitment and employer branding asset The real question is not: Should we outsource LinkedIn? The real question is: **Are we treating LinkedIn Company Page management as a strategic function within our B2B marketing strategy?** If you would like help assessing your current approach, explore: - [LinkedIn Company Page Audit & Strategy](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) - [LinkedIn Company Page Training](https://b2bgrowthco.com/company-page-training/) - [Ongoing Company Page Management](https://b2bgrowthco.com/company-page-management/) Or [book a FREE 15-minute intro call to chat,](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) and let’s work out what fits your team best. B2B Growth. No hacks. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Company Pages, LinkedIn Tips --- ### [Stop Panicking About the LinkedIn Algorithm. Here’s What Actually Matters.](https://b2bgrowthco.com/linkedin-has-changed-again-here-is-what-im-doing-about-it/) **Published:** July 19, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn algorithm changes explained, with practical guidance for B2B marketers on what to adjust to maintain visibility and relevance. **Content:** LinkedIn looks the same, but it’s not. If your impressions have tanked, your posts are showing up weeks later, and you’re wondering whether to switch to Premium or boost your content, then read on. I break down what’s really happening with the platform right now and what savvy B2B marketers should do next. This article is inspired by the recent episode of the [Social Media for B2B Growth Podcast](https://socialmediaforb2bgrowthpodcast.com/) hosted by [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/). If you want to know all the details invest under 20 mins and listen or watch the episode. [Listen on Apple Podcasts](https://podcasts.apple.com/us/podcast/linkedin-algorithm-just-changed-heres-what-works-now/id1603908569?i=1000718469443) ## LinkedIn Is Now Pay to Play (Quietly) I don’t think LinkedIn was ever truly “free,” but over the past six months, it’s clear that we’re heading into pay-to-play territory. Here’s what I’ve noticed: - New features are locked behind Premium or Sales Navigator - Company Page Premium helps with follower growth (not visibility) - Personal posts can now be boosted as ads - Thought Leadership Ads gain popularity for brands to sponsor individual content We’ve had a great run, and I understand why LinkedIn wants to monetise. But here’s the deal: If you’re serious about using LinkedIn for business growth, a paid account is no longer optional. Just don’t jump into Sales Navigator unless you have a proper social selling process in place. Most don’t. [ ![LOOKING FOR A LINKEDIN COACH BOOK AN INTRO CALL](https://b2bgrowthco.com/wp-content/uploads/2024/09/Work-with-Michelle-1024x576.webp "LOOKING FOR A LINKEDIN COACH BOOK AN INTRO CALL - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) ## The Algorithm Shift That No One Saw Coming When I came back from a short break in June, something felt off. Posts from two or three weeks ago were clogging up my feed. I assumed it was a glitch in the matrix, but it turns out, it’s by design. 1. LinkedIn’s moving away from vanity metrics like impressions and likes. 2. They’re prioritising relevance over recency. So, timing isn’t as important as whether your content aligns with what someone cares about. I go into this more in the podcast. Invest 20 mins in listening to the episode. 😀 ## So, What Features Are Actually Worth Paying Attention To? Honestly? It’s been a quiet year on the new features front, especially compared to 2024. But here’s what’s worth testing: - **Profile analytics** now show follower growth and profile views post-by-post. - **Newsletter video covers** are here; small, but a nice touch for brand builders. - **LinkedIn’s AI tools**. They’re not there yet. I’ll stick to my off-platform tools for now. - **Company Page Premium** is improving, but still not a magic wand. I’ll be retesting Premium Pages soon, but if you think paying guarantees reach, it doesn’t. 😢 ## The Real Fix? Back to Strategy None of these changes matter if your strategy is broken. And for most businesses I speak to, that’s the real issue. They’ve skipped the fundamentals. No clear audience, no internal alignment between teams, no point of difference, no Game Plan. Just post, hope, and repeat. Here’s what actually works: - Define a LinkedIn strategy aligned to business goals - Create content that serves your audience (not just promotes yourself or the brand) - Stay consistent, even when impressions dip - Align your internal teams: sales, marketing, employee advocacy, leadership, all on a shared mission If your current LinkedIn strategy is “three posts a week”… it’s time to regroup. ![COMPETITION IS FIERCE MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/07/COMPETITION-IS-FIERCE-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x683.webp "COMPETITION IS FIERCE MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Final Thoughts Let me be clear: the algorithm isn’t your lifeboat. New features won’t save a broken content strategy. We can’t do what we did six months ago and expect the same results. LinkedIn has changed, and if you want to grow your business here, so should you. Take a moment. Step back. Sit with your team. Figure out what needs to change. And if you need help building a real LinkedIn growth strategy that works now, reach out. You know where to find me. **Book a time here –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) PS Want to hear my LinkedIn updates first? Subscribe to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1764-LowSq.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Tips **Tags:** LinkedIn --- ### [The New LinkedIn Strategy Every B2B Brand Needs](https://b2bgrowthco.com/the-new-linkedin-strategy-every-b2b-brand-needs/) **Published:** July 30, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** Most B2B brands are still using outdated LinkedIn strategies that prioritise posting over participation. This article explains how LinkedIn’s shift from reach to relevance changes everything — and what B2B marketing teams must do to make their Company Page work harder, alongside their people, to drive trust, visibility, and growth. **Content:** LinkedIn’s algorithm has shifted, and if you’re a Company Page Admin, Social Media Manager, or business owner, you’ve probably noticed that Page content feels like it’s swimming upstream (putting it nicely 😉). While most brands are still playing the impressions game, LinkedIn has moved the goalposts to relevancy and relationships. The problem? Most Company Page strategies are still broken. Today, I’ll share how your page can avoid the most common mistakes and give you insights with my P.A.G.E. Advocacy strategy. This article is inspired by the recent episode of the [Social Media for B2B Growth Podcast](https://socialmediaforb2bgrowthpodcast.com/) hosted by [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/). [Listen on Apple Podcasts](https://podcasts.apple.com/us/podcast/the-new-linkedin-strategy-every-b2b-brand-needs/id1603908569?i=1000720795774) ## The Brutal Truth: Stop Broadcasting. Start Engaging. If your Company Page strategy is still “post and ghost”, LinkedIn will ghost you back. Here’s what’s not working: - Posting content and never engaging with your audience - Treating your Page like a one-way megaphone - Ignoring tags and mentions from your community - Driving people off-platform with every post (whitepapers, blogs, events) Company Pages that don’t actively engage will continue to see their visibility drop. The algorithm rewards conversation, not talking at people. ## The Power of Alignment: Company Page + Employees = Growth One of the simplest (but most overlooked) fixes? Align your Company Page with your employees’ activity. Ask yourself: - Does your Page like and comment on employee posts? - Do your employees engage with Page posts? - Are both working together, or is it a siloed effort? This is where **The Power of Two** kicks in. When Company Pages and employee personal brands amplify each other, LinkedIn notices. Relevancy grows. Visibility grows. Business grows. [ ![THE POWER OF TWO - MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/07/THE-POWER-OF-TWO-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x683.webp "THE POWER OF TWO - MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/services/) The Power of Two - Michelle J Raymond ### Stop Sitting on the Sidelines: Pages Need to Play If your Page only comments on its own posts, you’re missing a huge opportunity. Here’s what proactive LinkedIn Pages are doing: - Commenting on posts where the brand is tagged - Engaging with customers, partners, suppliers, and industry bodies - Following other Company Pages to build a dedicated feed of relevant content to engage with - Reposting content as your Page The algorithm loves Pages that build relationships, not just content libraries. ### The P.A.G.E Advocacy Framework: Your No-Hacks Strategy Here’s how you win: 1. **P = Play.** Get your Page out into the game. Comment on posts, especially from your team and partners. 2. **A = Amplify.** Use your Page to spotlight your employees. Showcase their expertise and make them the heroes of your brand content. 3. **G = Give to Get.** Proactively support others. The law of reciprocity is alive and well. Give first, and the engagement will come back to you. 4. **E = Establish.** Focus on building your brand’s thought leadership. Use educational, behind-the-scenes, and insight-driven content to stay top of mind without always pushing people off LinkedIn. This is the framework I use with my clients. No hacks. Just human-first, proactive brand building. ![PAGE ADVOCACY MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/07/PAGE-ADVOCACY-768x1024.webp "PAGE ADVOCACY MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Final Thoughts: Company Pages Aren’t Dead. They’re Just Misunderstood. If you’re still blaming the algorithm for poor Page performance, it’s time for a reset. The real question is: *Are you giving the algorithm anything valuable to work with?* Company Pages that show up, join conversations, and amplify their people will always outperform those that don’t. So, here’s your homework: - Audit your Page. Are you broadcasting or engaging? - Check your mentions. Have you left comments unanswered? - Rework posts that constantly push people off LinkedIn. Keep them in-platform and engaging. No gimmicks. No shortcuts. Just smart, strategic LinkedIn visibility. [ ![B2B GROWTH CO Company Page Audit Strategy](https://b2bgrowthco.com/wp-content/uploads/2024/08/Company-Page-Audit-Strategy-thumbnail-1024x576.webp "B2B GROWTH CO Company Page Audit Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) **Want to work with me? Book a time here –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) PS Want to hear my LinkedIn updates first? Subscribe to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1764-LowSq.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Company Pages, LinkedIn Tips **Tags:** Company Pages, LinkedIn --- ### [LinkedIn + Email + Substack Newsletters — A Guide for B2B Growth](https://b2bgrowthco.com/newsletters-everywhere-linkedin-email-substack/) **Published:** September 1, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** A practical comparison of LinkedIn, email and Substack newsletters for B2B marketers, outlining when each format makes sense and how to choose the right one for your audience and goals. **Content:** If you’ve been hanging out on LinkedIn lately, you’ll know the mood. Impressions are down, content is delayed, and it feels harder than ever to get consistent reach. At the same time, email newsletters continue to prove they’re reliable. And then there’s the newcomer to the party – Substack, which seems to be the flavour of the month. So the big question is: where should you focus your attention and time? **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/linkedin-newsletters-vs-email-newsletters-vs-substack/id1603908569?i=1000725512738) ## Why LinkedIn Newsletters Still Win for Me Let’s start with my favourite: LinkedIn newsletters. - They’re indexed by Google, so I’m building visibility far beyond the platform, including all tools like ChatGPT referencing them. - Every subscriber gets notified when I hit publish. That means I’m not at the mercy of a feed that’s increasingly unpredictable. - Growth is almost effortless. LinkedIn automatically invites my new connections, adding 250–300 subscribers a month without me lifting a finger. Right now, I’m sitting at approximately 10,500 subscribers and growing steadily. My open rates hover around 35–42%. For B2B content, I’m very happy with that number. What I also love is the flexibility. I can embed podcasts, YouTube videos, images and even a book promo. Readers get a richer experience than they would in a single post. **PRO Tip – Learn more about the pros and cons of LinkedIn newsletters versus email newsletters from this previous episode.** ## The Email Newsletter Experiment Back in February, I launched my first email newsletter. Six months later, I’ve grown it to 458 confirmed subscribers, with another 120 stuck in limbo because of double opt-in rules. They’ve asked to join, but unless they click confirm, I can’t add them. And no, I can’t chase them automatically. It’s frustrating, but it’s standard practice. So why bother? Because, unlike LinkedIn, email is an audience I own. If my LinkedIn account got shut down tomorrow, I’d still have that list. It’s a safety net and an asset I control. Here’s the trade-off: - LinkedIn is easy to grow, but I don’t own the list. - Email is harder to grow, but it gives me long-term independence. My email open rates sit around 60%. That’s much higher than LinkedIn, but it’s also a smaller, more engaged audience. Both have their place. I use [MailerLite](https://www.linkedin.com/company/mailerlite-international/) and have found it really easy to use. [Louise Deed](https://www.linkedin.com/in/louisedeed/) helped me get it all set up. If you are looking for someone to help connect with her. [ ![MAILER LITE](https://b2bgrowthco.com/wp-content/uploads/2025/09/MAILER-LITE.webp "MAILER LITE - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.mailerlite.com/invite) ## Substack and the Fear of Missing Out Now let’s talk about the shiny new toy. [Substack](https://www.linkedin.com/company/substack/) seems to be everywhere on LinkedIn right now. Every fourth post I see is someone announcing their brand-new Substack. I’ll admit it: I got FOMO and registered my name too. At the very least, it stops someone else from grabbing it. ([**https://substack.com/@michellejraymond**](https://substack.com/@michellejraymond)) Here’s what makes Substack appealing: - No algorithm between you and your readers - Easy to publish posts, videos and newsletters in one spot - Built-in options to charge subscribers directly It’s attractive, especially when you’ve poured hours into LinkedIn without seeing a cent. But here’s the danger. Platforms come and go. Substack may be the flavour of the month, but will it still be here in five years? Who knows? Maybe it will end up like Clubhouse, or it could be as big as TikTok. So before you leap, ask: 👉 Is my audience already there? 👉 Do I have the bandwidth to create and manage another channel? 👉 Am I doing this because it’s strategic, or just because of FOMO? While I can’t report back much more than setting up my account, I’ll follow up in a few months with an update on what I’ve discovered. Feel free to send Substack tips for me to share. **PRO Tip – Regardless of which strategy you choose, don’t spread yourself too thin!** [ ![SIGN UP TO OUR NEWSLETTER](https://b2bgrowthco.com/wp-content/uploads/2025/09/SIGN-UP-TO-OUR-NEWSLETTER-1-1024x576.webp "SIGN UP TO OUR NEWSLETTER - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/newsletter/) IF YOU AREN'T ONE OF THE 458 SUBSCRIBERS OF MY EMAIL NEWSLETTER I'D LOVE YOU TO CLICK ON THE IMAGE AND SUBSCRIBE TODAY ### The Untapped Power of LinkedIn Subscribers Here’s the piece hardly anyone uses, and it’s where LinkedIn newsletters really shine. Subscribers aren’t just passive readers. LinkedIn lets you see exactly who subscribed and whether they’re 1st, 2nd or 3rd degree connections. This is a goldmine. I regularly: - Spot B2B marketers, social media managers and business owners in my audience - Send a personal thank you message - Start a genuine conversation around what drew them in Because they already know and trust my content, these conversations often turn into warm leads. It’s not cold outreach. It’s relationship-building. **PRO Tip – If you’ve never checked your subscriber list, make that your homework. You’ll be surprised at the opportunities sitting right there.** ### One Feeds the Other Here’s how I make it all work together. I use my LinkedIn newsletter to promote my email newsletter. If someone enjoys one, chances are they’ll sign up for the other. - LinkedIn is the discovery engine. - Email is the owned channel. **PRO Tip – Together, they strengthen my reach and resilience. I get the best of both worlds without doubling my workload.** ### Final Thoughts So, should you focus on LinkedIn newsletters, email newsletters, or Substack? Here’s the truth. It’s not about which is “best” or even what I personally like most. The real question is: which helps you build a consistent connection and community with your audience? Pick the platform that feels authentic to you, aligns with your goals, and that you can deliver on consistently. Excellence in one channel will always beat being average in three. So tell me, do you have a newsletter yet? And if not, what’s holding you back? **Want to work with me? Book a time here –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1764-LowSq.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIHZpZXdCb3g9IjAgMCAxNiAxNiIgZmlsbD0ibm9uZSIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj4KPGcgY2xpcC1wYXRoPSJ1cmwoI2NsaXAwXzM0M18xMDA0KSI+CjxwYXRoIGZpbGwtcnVsZT0iZXZlbm9kZCIgY2xpcC1ydWxlPSJldmVub2RkIiBkPSJNMTUuMTY0MyAzLjIyMjc1QzE1LjQxMjYgMy40NzI1OSAxNS41OTA5IDMuNzgzMjYgMTUuNjgxMyA0LjEyMzY1QzE2LjAxNTkgNS4zODAwMSAxNi4wMTU5IDguMDAwMDEgMTYuMDE1OSA4LjAwMDAxQzE2LjAxNTkgOC4wMDAwMSAxNi4wMTU5IDEwLjYyIDE1LjY4MTMgMTEuODc2NEMxNS41OTA5IDEyLjIxNjggMTUuNDEyNiAxMi41Mjc0IDE1LjE2NDMgMTIuNzc3M0MxNC45MTYxIDEzLjAyNzEgMTQuNjA2NiAxMy4yMDc0IDE0LjI2NjggMTMuM0MxMy4wMTU5IDEzLjYzNjQgOC4wMTU4NyAxMy42MzY0IDguMDE1ODcgMTMuNjM2NEM4LjAxNTg3IDEzLjYzNjQgMy4wMTU4NyAxMy42MzY0IDEuNzY0OTYgMTMuM0MxLjQyNTE2IDEzLjIwNzQgMS4xMTU2NCAxMy4wMjcxIDAuODY3Mzk0IDEyLjc3NzNDMC42MTkxNDcgMTIuNTI3NCAwLjQ0MDg3MyAxMi4yMTY4IDAuMzUwNDE1IDExLjg3NjRDMC4wMTU4NjkyIDEwLjYyIDAuMDE1ODY5MSA4LjAwMDAxIDAuMDE1ODY5MSA4LjAwMDAxQzAuMDE1ODY5MSA4LjAwMDAxIDAuMDE1ODY5MiA1LjM4MDAxIDAuMzUwNDE1IDQuMTIzNjVDMC40NDA4NzMgMy43ODMyNiAwLjYxOTE0NyAzLjQ3MjU5IDAuODY3Mzk0IDMuMjIyNzVDMS4xMTU2NCAyLjk3MjkxIDEuNDI1MTYgMi43OTI2NSAxLjc2NDk2IDIuNzAwMDFDMy4wMTU4NyAyLjM2MzY1IDguMDE1ODcgMi4zNjM2NSA4LjAxNTg3IDIuMzYzNjVDOC4wMTU4NyAyLjM2MzY1IDEzLjAxNTkgMi4zNjM2NSAxNC4yNjY4IDIuNzAwMDFDMTQuNjA2NiAyLjc5MjY1IDE0LjkxNjEgMi45NzI5MSAxNS4xNjQzIDMuMjIyNzVaTTEwLjU2MTMgOC4wMDAwM0w2LjM3OTUyIDUuNjIwOTRWMTAuMzc5MUwxMC41NjEzIDguMDAwMDNaIiBmaWxsPSIjNDM0OTYwIi8+CjwvZz4KPGRlZnM+CjxjbGlwUGF0aCBpZD0iY2xpcDBfMzQzXzEwMDQiPgo8cmVjdCB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIGZpbGw9IndoaXRlIi8+CjwvY2xpcFBhdGg+CjwvZGVmcz4KPC9zdmc+Cg==) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Tips, Newsletters **Tags:** Email Marketing, Newsletters, Substack --- ### [How to Use AI and Automation on LinkedIn Without Getting Banned](https://b2bgrowthco.com/how-to-use-ai-and-automation-on-linkedin-without-getting-banned/) **Published:** August 21, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** Practical guidance for B2B marketers on using AI and automation safely on LinkedIn, with steps to avoid platform penalties and keep engagement authentic. **Content:** If you lost your LinkedIn account permanently today, what would the impact be? Now, think about what would happen if you recommended a tool for your team to use that led to their accounts being banned 😱 This is a very real scenario playing out every day. The sheer number of tools available for people to enhance their time on LinkedIn is mind-blowing. The number of these approved by LinkedIn is minimal in comparison. Also, think about what happens if you build your processes on tools that aren’t approved, only for LinkedIn’s team to shut them down? This is the challenge faced by many this week as a popular tool is shut down. Are you putting your brand at risk? **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/how-to-use-ai-and-automation-on-linkedin-without/id1603908569?i=1000722651245) ## LinkedIn “Dos and Don’ts” I’ve seen the hype around lots of the new non-approved LinkedIn tools and software. They promise the world and come with cleverly worded disclaimers that things should mostly be OK because their systems are smarter than LinkedIn’s. 🤨 Here’s another reminder: LinkedIn doesn’t want automation, and they’re not vague about it. The LinkedIn User Agreement is black and white, and I highly recommend you read Section 8, “[LinkedIn Do’s and Don’ts](https://www.linkedin.com/legal/user-agreement)“. There are many parts to this list, but importantly, take note of point 13 below. [ ![LINKEDIN USER AGREEMENT DON'TS](https://b2bgrowthco.com/wp-content/uploads/2025/08/LINKEDIN-USER-AGREEMENT-DONTS-1024x124.webp "LINKEDIN USER AGREEMENT DON'TS - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.linkedin.com/legal/user-agreement) LinkedIn User Agreement Don'ts 13 Put simply – - No fake accounts or impersonation - No engagement pods to game the system - No scraping details - No automated connection requests, comments, or DMs, etc Ignore this at your own risk! I’ve seen people lose their accounts permanently. Years of building their network, content and reputation gone in an instant. **Tip – Are the tools you use approved by LinkedIn, or are you putting your account or your team’s in jeopardy?** ### The Problem With “More at Scale” If your LinkedIn strategy is broken, AI and automation won’t fix it. It will just multiply the mistakes. - If you don’t know your target audience, automation just spams more strangers. - If your positioning isn’t clear, automation just spreads confusion faster. - If your messaging doesn’t land, automation just broadcasts noise. We have all been on the receiving end of fake comments that nobody believes, spammy DM’s that annoy people and automated false praise that feels empty. I don’t know about you, but I’m tired of all of this. ![MICHELLE J RAYMOND KEYNOTE SPEAKER SOCIAL MEDIA MARKETING WORLD](https://b2bgrowthco.com/wp-content/uploads/2025/08/MICHELLE-J-RAYMOND-KEYNOTE-SPEAKER-SOCIAL-MEDIA-MARKETING-WORLD-1024x682.webp "MICHELLE J RAYMOND KEYNOTE SPEAKER SOCIAL MEDIA MARKETING WORLD - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Michelle J Raymond - Social Media Marketing World ### The Safe Stack for B2B Marketers Not all tools are bad. In fact, there are some incredible tools that save time, improve quality, and keep you on the right side of LinkedIn’s rules. Here’s my go-to “safe stack”: - **Research Tools:** ChatGPT, Claude, Perplexity. Perfect for exploring ideas or generating angles you might not think of on your own. - **Repurposing Tools:** Turn one piece of content into many. A podcast can become a newsletter, blog posts, short clips, or quote graphics. - **Community Building:** Level up your commenting by keeping a track of your conversations (no automations). [The Lime One](https://www.linkedin.com/company/the-lime-one/) – - **Accessibility Tools:**Alt text and captions matter. - **Optimisation Tools:** eg [Grammarly](https://www.linkedin.com/company/grammarly/) for polishing your posts. [AuthoredUp](https://www.linkedin.com/company/authoredup/) for post structure and readability. These make sure your words land as intended. - Scheduling Tools and Client Management – - **Analytics Tools:** [Metricool](https://www.linkedin.com/company/metricool/) has great analytics reporting that can now integrate with AI for insights. Try it for yourself here – [https://f.mtr.cool/WSGMKZ ](https://f.mtr.cool/WSGMKZ) Use code MICHELLE30 to test the Premium Plans free for 30 days. Free up your time to focus on what AI can’t do: building trust, showing empathy, and creating genuine human connections. ### Protect Your Brand With AI Social Media Policy One of the smartest steps you can take is to create an AI Social Media Policy for your business. Your policy should include: - Which tools are approved and recommended - Which ones are red-flagged as unsafe - What type of data can and can’t be used as inputs Help protect your people and your brand by educating them. [ ![LOOKING FOR A LINKEDIN COACH BOOK AN INTRO CALL](https://b2bgrowthco.com/wp-content/uploads/2024/09/Work-with-Michelle-1024x576.webp "LOOKING FOR A LINKEDIN COACH BOOK AN INTRO CALL - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Work with me! ## Final Thoughts At the end of the day, I get the appeal of tools that, in many cases, really do offer great solutions to many of LinkedIn’s shortcomings. **In short, if it automates LinkedIn processes or scrapes data, it’s a NO DEAL! Don’t believe the BS even if you see popular creators’ photos on the website (hint: they are normally in engagement pods too).** At the end of the day, for me, the risk does not outweigh the reward. Would love to hear your thoughts. Drop them in the comments. **Want to work with me? Book a time here –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1764-LowSq.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** AI, Blog posts, LinkedIn, LinkedIn Tips **Tags:** AI, LinkedIn --- ### [How To Build a B2B Brand Buyers Remember](https://b2bgrowthco.com/how-to-build-a-b2b-brand-buyers-remember/) **Published:** August 20, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** A practical guide to building a memorable B2B brand — actionable strategies for marketers to create differentiation, emotional connection and long-term recall with their audience. **Content:** **Blending in is the fastest way to be forgotten.**Yet on LinkedIn, there is an epidemic of copycat B2B brands with boring, safe content that is totally unremarkable. Creativity has been replaced with being professional (whatever that is?). Too many marketers fear that to stand out and try something different would mean the death of their brand. And slowly but surely competitors start to look and sound exactly like each other. This week, I sat down with brand expert [Tyrona (Ty) Heath](https://www.linkedin.com/in/tyronaheath/), from [The B2B Institute](https://www.linkedin.com/showcase/the-b2b-institute-linkedin/), to talk about how to become an unforgettable brand that B2B buyers remember. I have to say this one was one of my favourite podcast episodes, and I would highly recommend you do yourself a favour and listen/watch the whole conversation! **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Apple Podcasts**](https://podcasts.apple.com/us/podcast/how-to-build-a-b2b-brand-buyers-remember-with-ty/id1603908569?i=1000721641688) ## Escape the Sea of Sameness Too many B2B brands have mistaken “professional” for “boring”. The result? A wall of similar logos, stock photos, and copycat messaging that buyers simply skim past. ***Distinctiveness*** – not minor improvements is what will drive recall and growth. One of my favourite quotes is always “*the brand that’s remembered is the brand that’s bought*.” Why do B2B brands end up blending in? - Overweighting features and functional proof at the expense of emotion and memory. - Committee-driven approvals that dilute bold ideas into beige assets. - Copying category leaders rather than choosing to be meaningfully different. For example, Coca-Cola doesn’t sell “a brown fizzy beverage with a 96% thirst-quench probability”. It sells symbols, feelings and codes, eg red can, white ribbon, polar bears. B2B needs the same discipline around distinctive brand assets. Learn more about distinctive assets from Professor [Jenni Romaniuk](https://www.linkedin.com/in/jenni-romaniuk-2746884/) in this episode of the podcast [here,](https://podcasts.apple.com/au/podcast/future-proof-your-linkedin-brand-identity-with/id1603908569?i=1000637438502) or grab a copy of her book “[Building Distinctive Brand Assets.](https://marketingscience.info/building-distinctive-brand-assets/)“ **Tip – If buyers can swap your logo with a competitor’s and not notice the difference, you have work to do! Would your content pass the test?** Learn more about the [The B2B Institute](https://www.linkedin.com/showcase/the-b2b-institute-linkedin/) research on “Sea of Sameness” in this article by [Haley Pierce](https://www.linkedin.com/in/haley-pierce/). ## Stop Framing "People vs Pages" There’s a myth that brands should skip Company Pages and just focus on employee-generated content. Ty, shut that down fast and shared a great analogy. Think of it this way: - **Personal profile** = front door - **Company Page** = living room People often discover your brand via an employee post. Then they click through to the Company Page to learn more. If they hit an outdated, jargon-heavy company page full of stock images, you just torched the trust your people earned. Make that “living room” coherent with your people’s content. Replace jargon and old press release style content with a distinctive, human, on-brand story that deepens interest, not drains it. **Power move:** The Power of Two. Strong employee advocacy AND P.A.G.E. advocacy work together to build trust. ![MICHELLE J RAYMOND KEYNOTE SPEAKER](https://b2bgrowthco.com/wp-content/uploads/2025/08/MJR-IN-DENMARK-1024x683.webp "MICHELLE J RAYMOND KEYNOTE SPEAKER - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Brand vs Demand: Stop Choosing Sides This is not either or. It is both. Under-investing in brand is the real problem, and The B2B Institute calls it the “[War on Brand](https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research/trends/the-war-on-brand)“. > “Demand without brand is like trying to harvest crops you never planted. You might get a few quick wins, but you’re running on borrowed time.” Ty Heath – The B2B Institute Here’s the truth: - **Brand** builds memory and trust, so buyers think of you first - **Demand** turns that recognition into action - Together, they work harder than either does alone Brand builds mental availability so demand works easier and cheaper. That’s not theory; it’s how you avoid racing to the bottom on price like a commodity. Most importantly – it’s how your B2B brand wins. ### Memory Is the Game B2B Marketers are in the memory business. If your audience can’t recall your brand when it’s time to buy, all your marketing efforts have gone to waste. Here’s how to build mental availability on LinkedIn: - Repeat distinctive brand cues (colours, characters, tone, style) - Stick with strong creative instead of constantly refreshing - Use recurring content formats for instant recognition - Create a character for instant recognition Remember, as Ty says, “Great brands wear in, not out.” Check out – [Slack](https://www.linkedin.com/company/tiny-spec-inc/), [monday.com](https://www.linkedin.com/company/mondaydotcom/)for inspiration. **Learn more about Memory Mix Modelling** – ### What To Do This Quarter (Simple, Practical, B2B) - **Audit distinctiveness**: If your brand could be swapped with a rival by changing a hex code or a logo, there is work to do. - **Fix the “living room”**: Put some love into your Company Page to reflect your brand personality, proof and point of view. We don’t want it to let the team down. - **Balance brand + demand**: Run top-of-funnel memory builders alongside bottom-funnel offers. Don’t try to force one post to do both poorly. - **Choose to be bold**: If your approval process turns great ideas into safe ones, re-design it. Protect creativity from “committee-ing to death. ![The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-LinkedIn-Branding-Book-Front-Cover-725x1024.webp "The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Final Thoughts When a B2B buying moment hits, the first search engine is in your buyer’s mind. Distinctiveness builds the shortcut that gets your brand typed in, before they ever hit a browser. Different beats “better” when it comes to being remembered at the moment of truth. That means: - Ditch the “Sea of Sameness” - Invest in both brand and demand - Build consistent, distinctive memories - Let your brand’s personality show, even if it’s playful I know that getting this across the line internally can often be a challenge. Take small wins that I promise will compound over time. Let’s stay in touch until the next video 😀 – [b2bgrowthco.com/newsletter](https://b2bgrowthco.com/newsletter) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1764-LowSq.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Branding, LinkedIn, LinkedIn Company Pages **Tags:** Branding --- ### [How to Reverse-Engineer LinkedIn Company Page Success (Without Becoming a Copycat)](https://b2bgrowthco.com/reverse-engineer-linkedin-company-page-success-without-becoming-a-copycat/) **Published:** August 4, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** Learn how to reverse-engineer LinkedIn Company Page success by analysing what works elsewhere without copying it, so you can develop a strategic approach that fits your B2B audience and goals. **Content:** If you want to grow your LinkedIn Company Page, it’s time to think like a detective, not a copycat. In my latest video, I share how to *legally* “spy” on other Pages to uncover what’s working, where the gaps are, and how you can turn those insights into a winning plan for your own brand. ## Why This Matters Right Now Let’s be honest, LinkedIn isn’t making life easy for Company Pages. Every competitive edge matters. But here’s the trap: copying someone else’s approach will make your brand blend in, not stand out. The real power lies in: - Spotting patterns in what’s working for others - Borrowing ideas from *outside* your industry - Tweaking them to fit your brand voice, audience, and goals ## Where to Start Before you dive in, redefine what “competitor” means. It’s not just direct rivals. Inspiration can come from Pages in completely different industries who are doing clever, creative things you can adapt. Look for: - Active Pages posting consistently - High engagement (especially comments) - Variety in content formats; images, video, carousels, articles - Smart positioning and messaging ![DARE TO BE DIFFERENT - MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/05/DARE-TO-BE-DIFFERENT-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-575x1024.webp "DARE TO BE DIFFERENT - MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Tools Hiding in Plain Sight LinkedIn already gives you two powerful, *free* features to make this research easier: **1. Competitor Feed** – A distraction-free view of content from Pages you choose to follow. **2. Competitor Analytics** – See how your Page stacks up on followers, posting frequency, and engagement. Used together, they help you spot trends, content gaps, and ideas worth testing. ### What to Look For As you review other Pages, ask yourself: - Is their About section fully optimised? - How often are they posting? - Which content formats are generating the most conversation? - Are they doing something different you could learn from? The goal isn’t to copy. It’s to identify opportunities your competitors are missing. ### Action Steps for Your Page - Build your competitor list (include inspiration from other industries). - Set up your Competitor Feed and Analytics. - Review once a month to spot patterns. - Update your About section, posting cadence, and content mix based on what you learn. 💡 Want to see the process in action? In my latest video, I walk you through how to analyse other Pages using LinkedIn’s free tools, and more importantly, how to use what you find to stand apart, not blend in. Let’s stay in touch until the next video 😀 – [b2bgrowthco.com/newsletter](https://b2bgrowthco.com/newsletter) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1764-LowSq.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIHZpZXdCb3g9IjAgMCAxNiAxNiIgZmlsbD0ibm9uZSIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj4KPGcgY2xpcC1wYXRoPSJ1cmwoI2NsaXAwXzM0M185OTUpIj4KPHBhdGggZD0iTTE0LjgxNTYgMEgxLjE4MTI1QzAuNTI4MTI1IDAgMCAwLjUxNTYyNSAwIDEuMTUzMTNWMTQuODQzOEMwIDE1LjQ4MTMgMC41MjgxMjUgMTYgMS4xODEyNSAxNkgxNC44MTU2QzE1LjQ2ODggMTYgMTYgMTUuNDgxMyAxNiAxNC44NDY5VjEuMTUzMTNDMTYgMC41MTU2MjUgMTUuNDY4OCAwIDE0LjgxNTYgMFpNNC43NDY4NyAxMy42MzQ0SDIuMzcxODhWNS45OTY4N0g0Ljc0Njg3VjEzLjYzNDRaTTMuNTU5MzggNC45NTYyNUMyLjc5Njg4IDQuOTU2MjUgMi4xODEyNSA0LjM0MDYyIDIuMTgxMjUgMy41ODEyNUMyLjE4MTI1IDIuODIxODggMi43OTY4OCAyLjIwNjI1IDMuNTU5MzggMi4yMDYyNUM0LjMxODc1IDIuMjA2MjUgNC45MzQzNyAyLjgyMTg4IDQuOTM0MzcgMy41ODEyNUM0LjkzNDM3IDQuMzM3NSA0LjMxODc1IDQuOTU2MjUgMy41NTkzOCA0Ljk1NjI1Wk0xMy42MzQ0IDEzLjYzNDRIMTEuMjYyNVY5LjkyMTg4QzExLjI2MjUgOS4wMzc1IDExLjI0NjkgNy44OTY4NyAxMC4wMjgxIDcuODk2ODdDOC43OTM3NSA3Ljg5Njg3IDguNjA2MjUgOC44NjI1IDguNjA2MjUgOS44NTkzOFYxMy42MzQ0SDYuMjM3NVY1Ljk5Njg3SDguNTEyNVY3LjA0MDYzSDguNTQzNzVDOC44NTkzNyA2LjQ0MDYzIDkuNjM0MzggNS44MDYyNSAxMC43ODc1IDUuODA2MjVDMTMuMTkwNiA1LjgwNjI1IDEzLjYzNDQgNy4zODc1IDEzLjYzNDQgOS40NDM3NVYxMy42MzQ0VjEzLjYzNDRaIiBmaWxsPSIjNDM0OTYwIi8+CjwvZz4KPGRlZnM+CjxjbGlwUGF0aCBpZD0iY2xpcDBfMzQzXzk5NSI+CjxyZWN0IHdpZHRoPSIxNiIgaGVpZ2h0PSIxNiIgZmlsbD0id2hpdGUiLz4KPC9jbGlwUGF0aD4KPC9kZWZzPgo8L3N2Zz4K) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Company Pages, LinkedIn Strategy **Tags:** Company Pages, LinkedIn --- ### [How to Get Your B2B Team Posting on LinkedIn: A Practical Guide](https://b2bgrowthco.com/dont-let-fear-stop-you-from-posting-on-linkedin-quick-fix-included/) **Published:** September 10, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** Fear is one of the biggest reasons people stop posting on LinkedIn. This article breaks down simple mindset shifts and a quick plan to help you post with confidence. **Content:** **If you’ve been sitting on the sidelines of LinkedIn because you’re worried about what people might think, that ends today!** I don’t care what the algorithm is doing. I don’t care about the latest “hack” or tool. None of that matters if you can’t overcome the single biggest barrier to LinkedIn success: mindset. After five years of training clients worldwide, I can tell you that this is the one thing that holds almost everyone back. It doesn’t matter how smart, experienced, or well-resourced they are. Fear is the common thread. And yes, I’ve had to work through it myself. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/dont-let-fear-stop-you-from-posting-on-linkedin-quick/id1603908569?i=1000728340913) ## The Three Biggest Fears on LinkedIn When people sit down to write a post, they often get caught in a cycle of negative thoughts. From my experience, fears fall into three main groups: - **Fear of judgement** – What if people don’t like it? What if it’s all been said before? What if I get it wrong? - **Fear of silence** – What if I post and there **are** no reactions or comments at all? - **Fear of comparison** – Looking at others who seem further ahead and convincing yourself you’ll never measure up. These fears are universal. I’ve seen them stop CEOs, new consultants, experienced professionals, and small business owners alike. They don’t discriminate. [ ![The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-LinkedIn-Branding-Book-Front-Cover-725x1024.webp "The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://mybook.to/The_LinkedIn_Branding_Book) Buy your copy on Amazon today ## Why Fear Holds You Back Your brain is wired to keep you safe. That’s why fear feels so strong. But “safe” doesn’t build visibility, “safe” doesn’t create opportunities, and “safe” doesn’t grow a business. Here’s what most people don’t realise: - LinkedIn has more than a billion members, but 9 out of 10 people will never create content or be visible - That leaves a tiny percentage who stand out simply by showing up You don’t need to be perfect. You just need to take the first step that others are too fearful to take. [ ![LOOKING FOR A LINKEDIN COACH BOOK AN INTRO CALL](https://b2bgrowthco.com/wp-content/uploads/2024/09/Work-with-Michelle-1024x576.webp "LOOKING FOR A LINKEDIN COACH BOOK AN INTRO CALL - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Work with me and let's get you started! ## Flip the Switch in a Heartbeat So how do you move past the fear? The fastest way I’ve found is simple: **shift your focus.** Fear comes when you focus on yourself. What people might think of you, whether you’ll “get it right,” or how you’ll compare. Instead, focus on the people you help. Ask yourself: - Why do I do this work? - What transformation do I create for others? - How does life or business look different because of what I do? When I shift my focus from myself to others, the fear subsides. And when I focus on helping, that’s when the magic happens. A client binge-watching seven hours of my YouTube videos. A listener telling me my podcast gave them the push they needed. Those moments matter far more than likes, impressions, or any algorithm update. ![ADOPT A WINNING MINDSET - MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/09/ADOPT-A-WINNING-MINDSET-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-768x1024.webp "ADOPT A WINNING MINDSET - MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Done is Better Than Perfect Here’s the truth: your first post won’t be perfect. Mine wasn’t either. Fun fact: Five years ago, I couldn’t even record a five-minute video about myself. I threw out an entire course because of it. Today, I speak on international stages, record weekly podcasts, and consistently create video content. None of that would have been possible without that very first, imperfect attempt. Imperfect action beats silence every single time! That’s why I’ll always say: done is better than perfect. ## Imagine Five Years from Now Think about where you could be in five years if you started today. More confident. More visible. More opportunities. Now think about where you’ll be if you don’t start. Exactly where you are now, only with the added regret of knowing you could have moved forward. ### Final Thoughts If you want to grow on LinkedIn, start with mindset, not the algorithm. Silence serves no one. Staying safe keeps you stuck. So here’s my challenge: write your first post today. Tell people you listened to my podcast, tag me, and let them know this was the push you needed. I’ll be there cheering you on. **Want to work with me? Book a time here –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1764-LowSq.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Employee Advocacy, LinkedIn, LinkedIn Tips **Tags:** Employee Advocacy, LinkedIn --- ### [Why No One Follows Your Company Page (What To Do Instead)](https://b2bgrowthco.com/why-no-one-follows-your-company-page-what-to-do-instead/) **Published:** January 1, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Most LinkedIn Company Pages don’t struggle because of the algorithm. They struggle because they don’t have a clear job to do. This article explains why people don’t follow Company Pages — and what actually works instead. **Content:** Most people don’t follow LinkedIn Company Pages because the Page: - Focuses on the company instead of the audience - Posts announcements and links without context - Doesn’t help people do their job better High-performing Company Pages grow by delivering **relevant, useful insights** consistently — not by posting more often or chasing reach. **In short,** people follow Company Pages that make them smarter, not louder. ## The Real Reason Your Company Page Isn’t Growing People don’t follow LinkedIn Company Pages by accident. They follow because a Page: - Understands their world - Shares insights they can actually use - Earns attention over time When that doesn’t happen, *not following is a rational decision*. ### The “Noticeboard” Problem Most Company Pages still post like digital noticeboards: - Company announcements - Award wins - Blog links with no explanation - Hiring updates - “We’re excited to share…” posts That’s not a content strategy. That’s internal news made public. And noticeboards don’t get followed. They get skimmed… and forgotten. ## Why People Do Follow LinkedIn Company Pages Let’s flip the question. People follow Company Pages when they believe the Page will: - Help them think differently - Keep them informed about what matters - Reduce uncertainty when making decisions - Reinforce trust in a brand they’re already assessing In B2B, following a Company Page is often a **low-risk way to stay close to a potential supplier** without engaging sales. That’s a critical role and one most Pages underestimate. ## The Biggest Mistake B2B Companies Make With Company Pages Most teams ask: > “What should we post this week?” High-performing Company Pages ask: > “What does our audience need *before* they’re ready to buy?” That shift changes everything. A LinkedIn Company Page isn’t there to close deals. It’s there to **build confidence before the sales conversation even starts**. ## What a LinkedIn Company Page Is Actually For in B2B In B2B, a LinkedIn Company Page is used to: - Build trust before sales conversations - Demonstrate how a business thinks - Reinforce credibility over time - Support employee content and advocacy - Reduce buyer uncertainty It is **not** primarily a traffic channel or a lead generation tool on its own. When Company Pages work well, they support revenue indirectly by making future conversations easier, warmer, and more informed. ### What High Performing Company Pages Do Differently Strong LinkedIn Company Pages don’t post randomly. They design content around clear jobs, not filler. At a minimum, your Page should rotate between four roles: ### Awareness Helping people feel understood. Showing you understand their challenges, pressures, and priorities. ### Authority Demonstrating how you think. Sharing frameworks, insights, and experience — not generic “thought leadership”. ### Proof Reinforcing credibility. This might be results, patterns you see, or lessons learned from real work. ### Enablement Helping people take the next logical step. That could be saving a post, learning more, or starting a conversation. ## Common Reasons LinkedIn Company Pages Don’t Grow LinkedIn Company Pages typically struggle when: 1. Content is focused on the company instead of the audience 2. Posts are mostly links or announcements 3. There is no clear content strategy or purpose 4. Success is measured by reach instead of engagement 5. The Page operates separately from employee profiles These aren’t algorithm problems. They’re strategy problems. ## Why This Matters Commercially (Not Just for Marketing) In B2B, buyers don’t wake up ready to book a call. They: - Observe quietly - Follow without engaging - Compare vendors over time - Look for consistency Your LinkedIn Company Page is one of the few places this happens **without pressure**. When it’s done well: - Sales conversations feel warmer - Employee advocacy works better - Inbound enquiries make more sense - Trust builds before the first call That’s why Company Pages are a **signal**, not a side project. ## Why Posting More Won’t Fix the Problem One of the most persistent myths on LinkedIn is: > “If we just post more, it’ll start working.” Posting more doesn’t fix: - Unclear positioning - Mixed messages - Content with no role Most Company Pages don’t need more content. They need **better intent**. Clarity beats volume every time. ## Where to Start If Your Company Page Isn’t Growing If your LinkedIn Company Page feels busy but ineffective, start here: - Define exactly who the Page is for - Decide what role it plays in the buyer journey - Create content with a job to do — not just something to publish This is the work most teams skip. And it’s exactly where sustainable growth begins. ## LinkedIn Company Page FAQs ### How often should a LinkedIn Company Page post? For most B2B companies, **3 times per week** is enough when the content is purposeful. Consistency and relevance matter more than volume. ### Do LinkedIn Company Pages still work for B2B? Yes — when used strategically. Company Pages work best when paired with employee advocacy and clear positioning. ### Should LinkedIn Company Pages focus on followers or engagement? Engagement matters more. Saves, comments, and profile visits are stronger indicators of relevance than follower count alone. ### Why does my LinkedIn Company Page get views but no leads? Views indicate exposure, not intent. Pages without clear messaging, proof, and next steps struggle to turn attention into action. ## Final Thought Your LinkedIn Company Page doesn’t exist to entertain the algorithm. It exists to make the right people think: “These people understand our world.” When that happens, they take care of themselves. ## Need Help Diagnosing Your Company Page? If you’re not sure what your Page is currently signalling: - A[ **Power Hour Session**](https://b2bgrowthco.com/power-hour-session/) is the fastest way to get clarity - A [**LinkedIn Company Page Audit**](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) will show you exactly what’s working — and what isn’t No hacks. No guesswork. Just a strategy that makes sense. ![MICHELLE J RAYMOND - B2B GROWTH CO](https://b2bgrowthco.com/wp-content/uploads/2025/12/MICHELLE-J-RAYMOND-B2B-GROWTH-CO.webp "MICHELLE J RAYMOND - B2B GROWTH CO - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") **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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** LinkedIn Company Pages **Tags:** Company Pages, LinkedIn --- ### [LinkedIn Company Page Followers: 7 Benefits for B2B Growth](https://b2bgrowthco.com/why-your-linkedin-company-page-follower-count-matters/) **Published:** October 30, 2024 **Author:** michelle@b2bgrowthco.com **Excerpt:** Does LinkedIn Company Page follower count really matter? This article breaks down 7 practical benefits of growing your followers — and how the right audience supports trust, credibility, and B2B growth. **Content:** When it comes to LinkedIn, businesses often ask: **does the number of followers on our Company Page actually matter?** The short answer? **Yes — but only if you know how to use it to your advantage.** An industry-leading follower count isn’t just a vanity metric. It’s a form of **social proof** that can build trust, attract opportunities, and position your brand as a credible player in your market. That said, follower numbers on their own don’t drive results. Their real value lies in *what they signal* and *how they support visibility, trust, and growth over time*. Let’s break down **why your LinkedIn Company Page follower count matters**, and how it can work in your favour. ## What is a LinkedIn Company Page follower? A LinkedIn Company Page follower is someone who has opted in to see updates from your business in their feed. Followers don’t need to be connected to your employees, and they may never visit your website — but they have chosen to hear from your brand on LinkedIn. ## Why Your LinkedIn Company Page Follower Count Matters: 7 Real Benefits ## 1. Signals Popularity and Credibility People trust what’s familiar. A high follower count signals that your brand is well known and respected in your industry. When potential customers, partners, or even job candidates see thousands of people following your page, it creates instant credibility. That visible signal of trust makes people more likely to engage with your content, explore your brand, and reach out when the timing is right. ## 2. Creates a Bandwagon Effect Have you ever noticed how restaurants with long queues attract even more people? The same thing happens on LinkedIn. A large following suggests your brand offers value others don’t want to miss. When people see their industry peers following your Company Page, it increases their likelihood of hitting that **Follow** button too — not because they were persuaded, but because the decision feels validated. ## 3. Highlights Brand Leadership Being ahead in the follower-count game signals that your company is setting the standard in its space. Thought leaders attract attention. When your brand is seen as a go-to resource in your industry, it becomes easier to gain trust, attract top talent, and build valuable partnerships. Follower growth reinforces that perception — especially when it’s supported by consistent, relevant content. ## 4. Enhances Perception of Quality People often judge quality based on popularity. If your Company Page has significantly more followers than competitors, prospects may assume your products or services are the preferred choice. That perception matters. In competitive markets, first impressions can influence shortlists, vendor comparisons, and whether someone takes the next step to learn more about your business. ## 5. Boosts Trust with Decision-Makers B2B decision-makers are cautious; they don’t just follow any brand. A strong follower base reassures potential clients that you’re credible, established, and active in your industry. This makes it easier to start conversations, build confidence early in the buyer journey, and ultimately shorten the sales cycle. ## 6. Strengthens Competitive Positioning Let’s be real — CEOs love to see their company winning. Having more followers than competitors is a visible signal of influence and momentum. It positions your brand as forward-thinking and in demand, which can be a deciding factor for buyers weighing up similar options. Follower growth won’t replace strategy, but it does reinforce perception. [ ![B2B GROWTH CO Company Page Audit Strategy](https://b2bgrowthco.com/wp-content/uploads/2024/08/Company-Page-Audit-Strategy-thumbnail-1024x576.webp "B2B GROWTH CO Company Page Audit Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) ## 7. Draws Media and Collaboration Opportunities Journalists, event organisers, and industry influencers are more likely to engage with brands that have a strong online presence. A large LinkedIn following can put your business on the radar for PR opportunities, speaking engagements, and strategic collaborations — often before you’ve even made the first move. ## A Final Tip: Engagement Matters More Than Numbers Follower count alone won’t drive business growth. **Engaged followers will.** If your audience isn’t interacting with your content, your follower count becomes just a number. To turn your LinkedIn Company Page into a genuine business asset, focus on: - Valuable, relevant content - Page advocacy and consistency - Employee alignment - Community engagement When follower growth and engagement work together, your Company Page becomes far more than a vanity metric. So the next time someone asks whether LinkedIn Company Page follower count matters, you’ll know the answer — **yes, when it’s used with purpose.** Cheers ![MICHELLE J RAYMOND B2B GROWTH CO](https://b2bgrowthco.com/wp-content/uploads/2024/09/MICHELLE-J-RAYMOND-B2B-GROWTH-CO-LO-RES-2.webp "MICHELLE J RAYMOND B2B GROWTH CO LO RES 2 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") 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](https://socialmediaforb2bgrowthpodcast.com/). ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Company Pages --- ### [How to Verify Your LinkedIn Company Page: A Step-by-Step Guide](https://b2bgrowthco.com/linkedin-page-verification/) **Published:** September 24, 2024 **Author:** michelle@b2bgrowthco.com **Excerpt:** A practical guide to LinkedIn page verification — what it is, how it works, and why B2B marketers and admins should pursue verification to improve credibility, trust and visibility. **Content:** LinkedIn Page verification is one of the simplest yet most overlooked ways to build trust, credibility, and authority for your business on LinkedIn. A verified LinkedIn Page signals that your business is legitimate, officially recognised, and actively managed — helping prospects, job seekers, partners, and even search engines trust your brand faster. In this up-to-date guide, you’ll learn exactly **what LinkedIn Page verification is**, **who is eligible**, and **how to apply successfully**, based on LinkedIn’s latest official criteria. ## What Is LinkedIn Page Verification? LinkedIn Page verification is a process run by LinkedIn that confirms a Company Page represents a real and authentic business. Once verified, your Page displays a verification badge, helping members quickly identify that your business is legitimate and officially recognised by LinkedIn. Verification also helps protect your brand against impersonation and builds confidence with people interacting with your Page. ## Why LinkedIn Page Verification Matters for B2B Brands For B2B organisations, trust is everything — and LinkedIn Page verification plays a bigger role than many realise. **Builds Instant Credibility** A verified Page reassures visitors that your business is genuine, reducing friction for prospects deciding whether to follow, engage, or enquire. **Protects Your Brand** Verification helps prevent impersonation and copycat Pages, which is especially important for established brands and fast-growing companies. **Supports LinkedIn Visibility and Engagement** While verification is not a direct ranking factor, verified Pages are perceived as more trustworthy, which can positively influence engagement and follower growth over time. **Strengthens Your Overall LinkedIn Strategy** Verification complements other high-impact LinkedIn activities such as Company Page optimisation, employee advocacy, and thought leadership. Verification also supports internal adoption when teams are trained to use the Page correctly through [**LinkedIn Company Page training**](https://b2bgrowthco.com/company-page-training/ "LinkedIn Company Page Training"). ## Who Is Eligible for LinkedIn Page Verification? Not every LinkedIn Page can be verified automatically. LinkedIn looks for a number of eligibility signals before offering verification. To be eligible, your LinkedIn Page must: - Represent a legitimate business or organisation - Have accurate and complete company information - Be actively managed by Page admins - Comply with LinkedIn’s Page policies and guidelines - Have verification available in your region Verification availability can vary by location and business type. Some Pages may see a waitlist rather than immediate access. ## How to Verify Your LinkedIn Company Page: A Step-by-Step Guide If your Page is eligible, LinkedIn makes the process relatively straightforward. **Step 1: Log in as a Page Admin** You must be a super admin or have the appropriate admin permissions on the Company Page. **Step 2: Go to Page Settings** Navigate to **Settings → Verification controls** within your LinkedIn Company Page. **Step 3: Check Eligibility** LinkedIn will confirm whether your Page can proceed with verification or needs to join a waitlist. **Step 4: Submit Verification** Follow the on-screen steps to request verification. This may include confirming your business website or organisational details. **Step 5: Wait for Confirmation** Once submitted, LinkedIn will review your request and notify you by email when a decision has been made. ## Common LinkedIn Page Verification Issues (and How to Fix Them) If verification isn’t available or your request fails, these are the most common reasons: - Your business website doesn’t match Page details - Your Page information is incomplete or inconsistent - Admin permissions are not correctly assigned - Your Page does not yet meet LinkedIn’s trust thresholds Before applying, make sure your Company Page is fully optimised and accurately reflects your business. ## Does LinkedIn Page Verification Help SEO? LinkedIn Page verification itself does not directly influence Google rankings. However, verification contributes to **brand trust and authority**, which indirectly supports SEO in several ways: - Stronger brand signals across platforms - Increased confidence for users clicking through from search results - Higher engagement on LinkedIn content that may appear in search In short, verification strengthens your digital credibility — which matters for both humans and algorithms. ## Best Practices Before Applying for Verification To improve your chances of success: - Ensure your Company Page is complete and accurate - Use your official business website (no placeholders) - Assign correct admin roles - Align your Page branding with your website and other channels - Keep your Page active with consistent updates Verification works best as part of a broader LinkedIn strategy — not as a standalone tactic. Before applying, it’s worth reviewing whether your Company Page is fully optimised. A [**LinkedIn Company Page Audit and Strategy** ](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/ "LinkedIn Company Page Audit and Strategy")with B2B Growth Co can help identify gaps that could delay or prevent verification. ![Company Page Verification Image from LinkedIn Help](https://b2bgrowthco.com/wp-content/uploads/2024/09/Company-Page-Verification-Image-from-LinkedIn-Help.webp "Company Page Verification Image from LinkedIn Help - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Frequently Asked Questions About LinkedIn Page Verification **Does every LinkedIn Page qualify for verification?** No. Verification availability depends on region, business type, and LinkedIn’s internal eligibility criteria. **How long does LinkedIn Page verification take?** Timelines vary. Some Pages are verified quickly, while others may need to wait or improve eligibility first. **Can verification be removed?** Yes. LinkedIn may remove verification if Page details change or policies are breached. **Is verification required to grow a LinkedIn Page?** No — but it supports trust, credibility, and long-term brand growth when combined with a strong LinkedIn strategy. ## Need Help Optimising or Verifying Your LinkedIn Page? LinkedIn Page verification is just one piece of building a high-performing Company Page. If you want expert support with: - Company Page optimisation - LinkedIn strategy for B2B growth - Employee advocacy and Page-led visibility B2B Growth Co can help you turn your LinkedIn Page into a genuine business asset. Cheers ![MICHELLE J RAYMOND - B2B GROWTH CO](https://b2bgrowthco.com/wp-content/uploads/2025/12/MICHELLE-J-RAYMOND-B2B-GROWTH-CO.webp "MICHELLE J RAYMOND - B2B GROWTH CO - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [Michelle J Raymond ](https://www.linkedin.com/in/michellejraymond/)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. With 20+ years of 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.](https://socialmediaforb2bgrowthpodcast.com/) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn Company Pages **Tags:** Company Pages --- ### [100 Most Followed Companies on LinkedIn in 2026 (Updated List)](https://b2bgrowthco.com/100-most-followed-companies-on-linkedin/) **Published:** May 14, 2023 **Author:** michelle@b2bgrowthco.com **Excerpt:** Who are the most followed companies on LinkedIn in 2026 — and what can B2B teams actually learn from them? This updated list looks beyond follower numbers to explain what sustained Company Page growth really tells us about visibility, relevance, and strategy on LinkedIn. **Content:** # 100 Most Followed Companies on LinkedIn (2026) Follower count on LinkedIn is one of the most misunderstood metrics in B2B. On its own, it doesn’t equal success. But **consistent follower growth is a strong indicator of relevance, reach, and future visibility**. Company Pages that grow steadily tend to earn broader organic distribution and build familiarity long before buyers are ready to act. That’s why this list exists. It’s not about chasing vanity metrics or copying what the biggest brands are doing. It’s about understanding **which Company Pages have earned attention — and what that tells us about how LinkedIn actually works**. If you’re here because you want to grow your own LinkedIn Company Page followers, the real value isn’t the list itself. It’s learning what sits behind the numbers: clear positioning, consistent messaging, and deliberate use of the Page as a growth lever. Used properly, a Company Page isn’t just a publishing channel. It’s a strategic asset. ## Why Follower Count Still Matters on LinkedIn (and when it doesn’t) Follower count isn’t the goal — but it does matter. A growing follower base gives your Company Page: - Greater organic reach over time - Faster distribution when content performs well - Increased familiarity before buyers enter the decision phase What follower count *doesn’t* tell you is whether LinkedIn is driving leads, revenue, or meaningful outcomes on its own. This list is useful because it shows **who has built sustained attention on LinkedIn**, not because it sets a benchmark you should aim to match. ## Perspective Matters: Scale Isn’t The Lesson Here It’s mind-blowing to realise that **Google**, ranked first on this list of the *100 Most Followed Companies on LinkedIn*, has more Company Page followers than the population of Australia. These Company Pages don’t just outperform individuals — they outperform almost every LinkedIn influencer too. The notable exception is Bill Gates, who has built a following of nearly 40 million. While most B2B businesses will never reach this scale, the takeaway is important: **LinkedIn Company Pages can attract — and compound — serious attention when they’re used deliberately.** With LinkedIn continuing to invest in Company Page features, this is no longer a “nice to have” channel. It’s one businesses should be resourcing properly. ## Use These LinkedIn Company Pages As A Guide — Not a Benchmark The number of followers on these Pages shouldn’t be disheartening, especially if you’re just getting started. Most companies on this list are global organisations with: - Large workforces - Established brand recognition - Marketing budgets spread across multiple channels That’s not the point of this list. Instead, use it as a **learning tool**. Look for Company Pages that are relevant to your industry or audience. Pay attention to the type of content that resonates with *their* followers, how they communicate their value, and how the Page supports the wider business. What works for them won’t automatically work for you. You’ll have a different audience, different goals, and different constraints. But this is an excellent place to start testing what *might* work — and refining it based on how your own followers respond. [ ![B2B GROWTH CO Company Page Audit Strategy](https://b2bgrowthco.com/wp-content/uploads/2024/08/Company-Page-Audit-Strategy-thumbnail-1024x576.webp "B2B GROWTH CO Company Page Audit Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) ## The 100 Most Followed Companies on LinkedIn (2026) 1. 1. [Google (40M)](https://www.linkedin.com/company/google/ "Google LinkedIn Company Page") 2. [Amazon (36M)](https://www.linkedin.com/company/amazon/ "Amazon LinkedIn Company Page") 3. [LinkedIn (33M)](https://www.linkedin.com/company/linkedin/ "LinkedIn Company Page") 4. [Microsoft (27M)](https://www.linkedin.com/company/microsoft/ "Microsoft LinkedIn Company Page") 5. [Ted Conferences (24M)](https://www.linkedin.com/company/ted-conferences/ "Ted Conferences LinkedIn Company Page") 6. [Unilever (21M)](https://www.linkedin.com/company/unilever/ "Unilever LinkedIn Company Page") 7. [Deloitte (21M)](https://www.linkedin.com/company/deloitte/ "Deloitte LinkedIn Company Page") 8. [LinkedIn News (20.0M)](https://www.linkedin.com/showcase/linkedin-news/ "LinkedIn News Company Page") 9. [IBM (19M)](https://www.linkedin.com/company/ibm/ "IBM LinkedIn Company Page") 10. [Apple (18M)](https://www.linkedin.com/company/apple/ "Apple LinkedIn Company Page") 11. [Forbes Magazine (18M)](https://www.linkedin.com/company/forbes-magazine/ "Forbes LinkedIn Company Page") 12. [Tata Consultancy Services (18M)](https://www.linkedin.com/company/tata-consultancy-services/ "Tata Consultancy Services LinkedIn Company Page") 13. [Nestle (17M)](https://www.linkedin.com/company/nestle-s-a-/ "Nestle LinkedIn Company Page") 14. [Harvard Business Review (15M)](https://www.linkedin.com/company/harvard-business-review/ "Harvard Business Review LinkedIn Company Page") 15. [Accenture (14M)](https://www.linkedin.com/company/accenture/ "Accenture LinkedIn Company Page") 16. [The Economist (13M)](https://www.linkedin.com/company/the-economist/ "The Economist LinkedIn Company Page") 17. [Tesla Motors (12M)](https://www.linkedin.com/company/tesla-motors/ "Tesla Motors LinkedIn Company Page") 18. [Meta (12M)](https://www.linkedin.com/company/meta/ "Meta LinkedIn Company Page") 19. [Netflix (12M)](https://www.linkedin.com/company/netflix/ "Netflix LinkedIn Company Page") 20. [Wipro (11M)](https://www.linkedin.com/company/wipro/ "Wipro LinkedIn Company Page") 21. [Oracle (11M)](https://www.linkedin.com/company/oracle/ "Oracle LinkedIn Company Page") 22. [Amazon Web Services (11M)](https://www.linkedin.com/company/amazon-web-services/ "Amazon Web Services LinkedIn Company Page") 23. [Ernst & Young (11M)](https://www.linkedin.com/company/ernstandyoung/ "Ernst & Young LinkedIn Company Page") 24. [Infosys (11M)](https://www.linkedin.com/company/infosys/ "Infosys LinkedIn Company Page") 25. [OpenAI (10.0M)](https://www.linkedin.com/company/openai/ "OpenAI LinkedIn Company Page") 26. [Wall St Journal (10M)](https://www.linkedin.com/company/the-wall-street-journal/ "Wall St Journal LinkedIn Company Page") 27. [Johnson & Johnson (10M)](https://www.linkedin.com/company/johnson-&-johnson/ "Johnson & Johnson LinkedIn Company Page") 28. [PepsiCo (10M)](https://www.linkedin.com/company/pepsico/ "PepsiCO LinkedIn Company Page") 29. [Procter & Gamble (9M)](https://www.linkedin.com/company/procter-and-gamble/ "Procter & Gamble LinkedIn Company Page") 30. [Cognizant (9M)](https://www.linkedin.com/company/cognizant/ "Cognizant LinkedIn Company Page") 31. [Capgemini (9M)](https://www.linkedin.com/company/capgemini/ "Capgemini LinkedIn Company Page") 32. [HCLTech (9M)](https://www.linkedin.com/company/hcltech "HCLTech LinkedIn Company Page") 33. [LinkedIn News India (9M)](https://www.linkedin.com/showcase/linkedin-news-india/ "LinkedIn News India Company Page") 34. [BBC News (8M)](https://www.linkedin.com/company/bbc-news/ "BBC News LinkedIn Company Page") 35. [Financial Times (8M)](https://www.linkedin.com/company/financial-times/ "Financial Times LInkedIn Company Page") 36. [Tech Mahindra (8M)](https://www.linkedin.com/company/tech-mahindra/ "Tech Mahindra LinkedIn Company Page") 37. [PWC (8M)](https://www.linkedin.com/company/pwc/ "PWC LinkedIn Company Page") 38. [The New York Times (7M)](https://www.linkedin.com/company/the-new-york-times/ "The New York Times LinkedIn Company Page") 39. [NASA (7M)](https://www.linkedin.com/company/nasa/ "Nasa LinkedIn Company Page") 40. [Shell (7M)](https://www.linkedin.com/company/shell/ "Shell LinkedIn Company Page") 41. [Cisco (7M)](https://www.linkedin.com/company/cisco/ "Cisco LinkedIn Company Page") 42. [Pfizer (7M)](https://www.linkedin.com/company/pfizer/ "Pfizer LinkedIn Company Page") 43. [Walt Disney (6M)](https://www.linkedin.com/company/the-walt-disney-company/ "Walt Disney LInkedIn Company Page") 44. [Nike (6M)](https://www.linkedin.com/company/nike/ "Nike LinkedIn Company Page") 45. [Leadership First (6M)](https://www.linkedin.com/company/leadership-first/ "Leadership First LinkedIn Company Page") 46. [World Health Organisation (6M)](https://www.linkedin.com/company/world-health-organization/ "World Health OrganiZation LinkedIn Company Page") 47. [Nubank (6M)](https://www.linkedin.com/company/nubank/ "Nubank LinkedIn Company Page") 48. [L’Oreal (6M)](https://www.linkedin.com/company/lor%C3%A9al/ "L'Oreal LinkedIn Company Page") 49. [Salesforce (6M)](https://www.linkedin.com/company/salesforce/ "Salesforce LinkedIn Company Page") 50. [Ambev (6M)](https://www.linkedin.com/company/ambev/ "Ambev LinkedIn Company Page") 51. [World Economic Forum (6M)](https://www.linkedin.com/company/world-economic-forum/ "World Economic Forum LinkedIn Company Page") 52. [Goldman Sachs (6M)](https://www.linkedin.com/company/goldman-sachs/ "Goldman Sachs LinkedIn Company Page") 53. [Flipkart (6M)](https://www.linkedin.com/company/flipkart/ "Flipkard LinkedIn Company Page") 54. [UNICEF (5M)](https://www.linkedin.com/company/unicef/ "Unicef LinkedIn Company Page") 55. [Walmart (5M)](https://www.linkedin.com/company/walmart/ "Walmart LinkedIn Company Page") 56. [Samsung Electronics (5M)](https://www.linkedin.com/company/samsung-electronics/ "Samsung Electronics LinkedIn Company Page") 57. [Adobe (5M)](https://www.linkedin.com/company/adobe/ "Adobe LinkedIn Company Page") 58. [Citi (5M)](https://www.linkedin.com/company/citi/ "Citi LinkedIn Company Page") 59. [SAP (5M)](https://www.linkedin.com/company/sap/ "SAP LinkedIn Company Page") 60. [TotalEnergies (5M)](https://www.linkedin.com/company/totalenergies/ "Total Energies LinkedIn Company Page") 61. [LinkedIn for Marketing (5M)](https://www.linkedin.com/showcase/linkedin-ads/ "LinkedIn for Marketing") 62. [J.P Morgan (5M)](https://www.linkedin.com/company/jpmorgan/ "J.P. MORGAN LinkedIn Company Page") 63. [Reliance Industries Limited (5M)](https://www.linkedin.com/company/reliance/ "Reliance LinkedIn Company Page") 64. [Vale (5M)](https://www.linkedin.com/company/vale/ "Vale LinkedIn Company Page") 65. [Emirates (5M)](https://www.linkedin.com/company/emirates/ "Emirates LinkedIn Company Page") 66. [Bloomberg News (4.0M)](https://www.linkedin.com/company/bloomberg-news/ "Bloomberg News LinkedIn Company Page") 67. [ITC Limited (4M)](https://www.linkedin.com/company/itc-limited/ "ITC Limited") 68. [Ford Motor Company (4M)](https://www.linkedin.com/company/ford-motor-company/ "Ford Motor Company LinkedIn Company Page") 69. [The Female Lead (4M)](https://www.linkedin.com/company/thefemalelead/ "The Female Lead LinkedIn Company Page") 70. [National Geographic (4M)](https://www.linkedin.com/company/national-geographic "National Geographic LinkedIn Company Page") 71. [Spotify (4M)](https://www.linkedin.com/company/spotify/ "Spotify LinkedIn Company Page") 72. [TikTok (4M)](https://www.linkedin.com/company/tiktok/ "TikTok LinkedIn Company Page") 73. [INC. Magazine (3M)](https://www.linkedin.com/company/incmagazine/ "INC Magazine LinkedIn Company Page") 74. [CNBC (3M)](https://www.linkedin.com/company/cnbc/ "CNBC LinkedIn Company Page") 75. [SpaceX (3.0M)](https://www.linkedin.com/company/spacex/ "SpaceX LinkedIn Company Page") 76. [TechCrunch (3M)](https://www.linkedin.com/company/techcrunch/ "Tech Crunch LinkedIn Company Page") 77. [The Economic Times (3M)](https://www.linkedin.com/company/economictimes/ "The Economic Times LinkedIn Company Page") 78. [Simon Sinek Inc (3M)](https://www.linkedin.com/company/simon-sinek/ "Simon Sinek - The Optimism Company LinkedIn Company Page") 79. [Starbucks (3M)](https://www.linkedin.com/company/starbucks/ "Starbucks LinkedIn Company Page") 80. [Airbnb (3M)](https://www.linkedin.com/company/airbnb/ "Airbnb LinkedIn Company Page") 81. [Mondelez International (3M)](https://www.linkedin.com/company/mondelezinternational/ "Mondelez International LinkedIn Company Page") 82. [Louis Vuitton (3M)](https://www.linkedin.com/company/louis-vuitton/ "Louise Vuitton LinkedIn Company Page") 83. [LVMH (3M)](https://www.linkedin.com/company/lvmh/ "LVMH LinkedIn Company Page") 84. [Harvard University (3M)](https://www.linkedin.com/school/harvard-university/ "Harvard University LinkedIn Company Page") 85. [Ferrari (3M)](https://www.linkedin.com/company/ferrari/ "Ferrari LinkedIn Company Page") 86. [Sephora (3M)](https://www.linkedin.com/company/sephora/ "Sephora LinkedIn Company Page") 87. [DHL (3M)](https://www.linkedin.com/company/dhl/ "DHL LinkedIn Company Page") 88. [TIME (2M)](https://www.linkedin.com/company/time/ "Time LinkedIn Company Page") 89. [Entrepreneur Media (2M)](https://www.linkedin.com/company/entrepreneur-media/ "Entrepreneur Media LinkedIn Company Page") 90. [Interesting Engineering (2.0M)](https://www.linkedin.com/company/interestingengineering/ "Interesting Engineering LinkedIn Company Page") 91. [McDonald’s (2.0M)](https://www.linkedin.com/company/mcdonald's-corporation/ "McDonalds LinkedIn Company Page") 92. [YouTube (2.0M)](https://www.linkedin.com/company/youtube/ "YouTube LinkedIn Company Page") 93. [Standard Chartered Bank (2M)](https://www.linkedin.com/company/standardchartered/ "Standard Chartered LinkedIn Company Page") 94. [Wired (2M)](https://www.linkedin.com/company/wired/ "Wired LinkedIn Company Page") 95. [European Commission (2M)](https://www.linkedin.com/company/european-commission/ "European Commission LinkedIn Company Page") 96. [Washington Post (2M)](https://www.linkedin.com/company/washingtonpost "Washington Post LinkedIn Company Page") 97. [European Leadership (2M)](https://www.linkedin.com/company/european-leadership/ "European Leadership LinkedIn Company Page") 98. [United Health Care (2M)](https://www.linkedin.com/company/unitedhealth-group/ "United Health Care LinkedIn Company Page") 99. [BAT (2M)](https://www.linkedin.com/company/british-american-tobacco/ "BAT LinkedIn Company Page") 100. [Thermofisher Scientific (2M)](https://www.linkedin.com/company/thermo-fisher-scientific/ "Thermofisher Scientific LinkedIn Company Page") ## What The Fastest Growing LinkedIn Company Pages Have In Common When you look beyond brand size and budget, clear patterns emerge. The most followed Company Pages tend to: - Treat the Company Page as a **hub**, not an afterthought - Use employees to amplify content *intentionally* - Focus on audience relevance over internal updates - Build familiarity through consistency, not volume - Align Page content with broader business goals Follower growth isn’t accidental. But it isn’t copy-and-paste either. It’s the outcome of clarity, alignment, and patience. ## Why Copying These Companies Won’t Work (and what will) You can’t copy: - Their brand recognition - Their scale - Their existing audience But you *can* learn from: - How clearly they communicate their value - How consistently they show up - How deliberately they use their Company Page Most Company Pages struggle not because LinkedIn is broken, but because the Page has no defined role in the business. Follower growth is rarely the objective. It’s the by-product of doing the fundamentals well. ## If You’re Serious About Growing Your LinkedIn Company Page There are two sensible next steps, depending on where you are at. **If you want clarity and direction** 👉 [**LinkedIn Company Page Audit & Strategy**](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/ "LinkedIn Company Page Audit & Strategy") For leaders and marketing teams who want a clear plan before doing more. **If you want your team trained to do this properly** 👉 [**LinkedIn Company Page Admin Training**](https://b2bgrowthco.com/company-page-training/ "LinkedIn Company Page Admin Training") For teams responsible for managing, posting, and growing the Page. Either way, the goal is the same: **Stop guessing. Start growing with intent.** Cheers ![MICHELLE J RAYMOND - B2B GROWTH CO](https://b2bgrowthco.com/wp-content/uploads/2025/12/MICHELLE-J-RAYMOND-B2B-GROWTH-CO.webp "MICHELLE J RAYMOND - B2B GROWTH CO - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing, or social selling. With 20+ years of 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [Michelle J Raymond YouTube Channel](https://www.youtube.com/@michellejraymond "Michelle J Raymond YouTube Channel") for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn Company Pages **Tags:** Company Pages, LinkedIn --- ### [The Surprise Benefits of a LinkedIn Coach](https://b2bgrowthco.com/the-surprise-benefits-of-a-linkedin-coach/) **Published:** April 4, 2022 **Author:** michelle@b2bgrowthco.com **Excerpt:** Explore the unexpected benefits of working with a LinkedIn coach — how personalised guidance can accelerate confidence, improve strategy and deliver better results for B2B marketers and teams. **Content:** ## A quick trip down memory lane One of my favourite childhood memories was watching The Wizard of Oz with my grandma. I lost count of the number of times we watched it, and I can’t believe the videotape didn’t break. Yes, I’m showing my age 😃 No schmancy remastered version. As a child, I loved it for the songs I could badly sing along with, the bright colours and of course, the happy ending. What I didn’t realise at that time, but would later as an adult, was the many life lessons contained in this classic story. Travelling along the yellow brick road together with Dorothy, we see that she searches in all the wrong places looking for answers. Spoiler alert – she had the answers all along (oh, come on, there can’t be anyone left that hasn’t seen it yet?) Do you feel on LinkedIn that you do the same? There can be conflicting or contradictory advice that seems to work for others, but in your gut, you know it’s not right for you, or you may be paralysed in the background. Digitally invisible. ## Benefits of LinkedIn Coaching I had an epiphany last week and truly came to understand the power of working with experts in their field. On one side, I was the coach, catching those lightbulb moments with my clients. The flip side, more powerful, was me on the receiving end of some fantastic, unofficial coaching from [**Michelle Griffin,**](https://www.linkedin.com/in/michellebgriffin/) **Branding Strategist**. (You should follow her too! Tell her I sent you.) I’m fiercely independent and proud of my ability to figure things out. So I wanted to rewrite **B2B GROWTH CO** to reflect my business today. Since I write a lot of content, I figured it shouldn’t be that hard. Yet, in reality, I have avoided it for months. The truth was, I didn’t know the best way to write for a website. I didn’t have clarity on my messaging. I am not trained in web design. I was doing a disservice to my business by not getting expert guidance, and who knows what new business opportunities were missed? The short session and expert guidance got me unstuck, and I jumped ahead, leaps and bounds in the right direction. ## How LinkedIn Coaching can help your small business - **Cheerleader** – there for your success on the good and the bad days, - **Empathy** – understanding that the LinkedIn journey is different for everyone, - **Independent advice** – an outsider’s perspective can often uncover blind spots to growth, - **Clarity and Peace of Mind** – gain certainty you are on the right path, - **Efficiency** – get more out of LinkedIn in less time. *I’m not smarter than you, but I’ve spent 10 years on LinkedIn learning, growing from mistakes, researching and building a community of experts to stay up to date. If you run a small business, you don’t have time to waste making mistakes. MJR* ## How The Right LinkedIn Coach Can Bring Your Business More Success My magic doesn’t come through a wand (although I have always kept one on my desk). Through my superpower: bringing out the best in people. I combine logic, empathy and the ability to hear what is behind the unspoken words. Hands up; who is with me when I say the hardest thing to sell is yourself? ✋🏻 Another one of my superpowers comes from the experience of a 15+ year, extremely successful career in sales. I’m highly skilled at finding unique selling properties of products, services, people, and companies. I can help you define yours. **At B2B Growth Co, we get the best out of your business by-** - Align your LinkedIn strategy with your business goals - The LinkedIn strategy is also tailored to your resources available - Identifying and working to your strengths to make the process enjoyable - Sharing LinkedIn knowledge to fast track success If you are looking for a LinkedIn trainer who knows and believes you ***“always had the power in you”*** and can’t wait to bring the best out in your small business, that LinkedIn trainer is me! I’m looking to work with business owners and their teams who are out to be the best at what they do. They are committed to making a difference in their chosen field and prefer to lead, not follow. Your subject matter expertise, plus our LinkedIn expertise, will make you shine online. Attract high-quality opportunities. **Got a few questions and want to know more? Book in** [**here**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins)**.** **Cheers** **MJR** 😀 [ ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.linkedin.com/in/michellejraymond/) Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing, or social selling. With 20+ years of 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. Book a free intro call to discuss how best we can serve you [**here**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIHZpZXdCb3g9IjAgMCAxNiAxNiIgZmlsbD0ibm9uZSIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj4KPGcgY2xpcC1wYXRoPSJ1cmwoI2NsaXAwXzM0M18xMDA0KSI+CjxwYXRoIGZpbGwtcnVsZT0iZXZlbm9kZCIgY2xpcC1ydWxlPSJldmVub2RkIiBkPSJNMTUuMTY0MyAzLjIyMjc1QzE1LjQxMjYgMy40NzI1OSAxNS41OTA5IDMuNzgzMjYgMTUuNjgxMyA0LjEyMzY1QzE2LjAxNTkgNS4zODAwMSAxNi4wMTU5IDguMDAwMDEgMTYuMDE1OSA4LjAwMDAxQzE2LjAxNTkgOC4wMDAwMSAxNi4wMTU5IDEwLjYyIDE1LjY4MTMgMTEuODc2NEMxNS41OTA5IDEyLjIxNjggMTUuNDEyNiAxMi41Mjc0IDE1LjE2NDMgMTIuNzc3M0MxNC45MTYxIDEzLjAyNzEgMTQuNjA2NiAxMy4yMDc0IDE0LjI2NjggMTMuM0MxMy4wMTU5IDEzLjYzNjQgOC4wMTU4NyAxMy42MzY0IDguMDE1ODcgMTMuNjM2NEM4LjAxNTg3IDEzLjYzNjQgMy4wMTU4NyAxMy42MzY0IDEuNzY0OTYgMTMuM0MxLjQyNTE2IDEzLjIwNzQgMS4xMTU2NCAxMy4wMjcxIDAuODY3Mzk0IDEyLjc3NzNDMC42MTkxNDcgMTIuNTI3NCAwLjQ0MDg3MyAxMi4yMTY4IDAuMzUwNDE1IDExLjg3NjRDMC4wMTU4NjkyIDEwLjYyIDAuMDE1ODY5MSA4LjAwMDAxIDAuMDE1ODY5MSA4LjAwMDAxQzAuMDE1ODY5MSA4LjAwMDAxIDAuMDE1ODY5MiA1LjM4MDAxIDAuMzUwNDE1IDQuMTIzNjVDMC40NDA4NzMgMy43ODMyNiAwLjYxOTE0NyAzLjQ3MjU5IDAuODY3Mzk0IDMuMjIyNzVDMS4xMTU2NCAyLjk3MjkxIDEuNDI1MTYgMi43OTI2NSAxLjc2NDk2IDIuNzAwMDFDMy4wMTU4NyAyLjM2MzY1IDguMDE1ODcgMi4zNjM2NSA4LjAxNTg3IDIuMzYzNjVDOC4wMTU4NyAyLjM2MzY1IDEzLjAxNTkgMi4zNjM2NSAxNC4yNjY4IDIuNzAwMDFDMTQuNjA2NiAyLjc5MjY1IDE0LjkxNjEgMi45NzI5MSAxNS4xNjQzIDMuMjIyNzVaTTEwLjU2MTMgOC4wMDAwM0w2LjM3OTUyIDUuNjIwOTRWMTAuMzc5MUwxMC41NjEzIDguMDAwMDNaIiBmaWxsPSIjNDM0OTYwIi8+CjwvZz4KPGRlZnM+CjxjbGlwUGF0aCBpZD0iY2xpcDBfMzQzXzEwMDQiPgo8cmVjdCB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIGZpbGw9IndoaXRlIi8+CjwvY2xpcFBhdGg+CjwvZGVmcz4KPC9zdmc+Cg==) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn --- ### [Brand Values Attract Better Opportunities on LinkedIn](https://b2bgrowthco.com/win-more-business-on-linkedin-by-attracting-better-fit-opportunities/) **Published:** February 27, 2022 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn strategies for B2B marketers — how to attract better-fit opportunities, refine positioning and convert more business. **Content:** ## People Do Business with People Whenever I have conversations with people around LinkedIn Pages aka LinkedIn Company Pages often their first response is “people want to do business with people”. My standard response is “aren’t employees just people that all work at the same place?” Whilst that argument can go around in circles, both sides essentially agree on the same thing. To get the most out of your company page and grow your business using LinkedIn, your business has to get personal. In this context, personal for your business could also mean relatable, likeable or trustworthy. This is built on a solid foundation of your company values and forms part of your overall company branding strategy. ## Top 4 Places on Company Pages To Share Your Company Values 1. **Cover Image** – this is your LinkedIn billboard. Words, colours, images can all be used to convey a message. Don’t miss this opportunity to convey what your business values. For example, if sustainability is a core value a picture of nature could convey this message. 2. **Tagline** – 120 characters to make a first impression so make it memorable. For example, the tagline for Good Trading Co is “Do Good Business with Good People”. It signals our intent to the reader. 3. **Company Page Overview** – your business values will set the language and tone. Spend some time here to go into a deep dive on not just what your company does, but also what distinguishes your business from your competitors. Write this with your ideal client in mind from their perspective. 4. **Content** – this will be your key focus area. Whether it is a short form post, long-form LinkedIn Article, LinkedIn Lives or video content you want to make sure the values of your company align with your content. Misalignment will cause potential clients to distrust your business. For more in-depth content strategies for your LinkedIn Company Page, please go and check out the world’s first book on LinkedIn Company Pages co-authored by Michelle J Raymond and Lynnaire Johnston. **Business Gold: Build Awareness, Authority and Advantage with LinkedIn Company Pages can be bought here on [Amazon](http://getbook.at/BusinessGold).** The below video discusses brand led business strategy and why it matters for B2B businesses in 2023. ## B2B Growth Co Values B2B Growth Co exists today because I no longer wanted to work for anyone that didn’t share my personal work values and ethics. I had just quit my high paying job on the spot that I loved because the company owner renigged on a multi-million dollar deal I had secured. From day one our values have guided our ground breaking client work. Every step of the way **B2B GROWTH CO** has been based on our mission to do ***“Good Business with Good People”.*** We are determined to be a company that delivers above the industry standard. Committed to bringing our clients innovative solutions to ensure they achieve their LinkedIn goals. ## Win more Business on LinkedIn By Attracting Better Fit Opportunities When you highlight what your business values and attract your ideal clients who share these values, the whole process becomes easier and delivers results both in the short and long term. Some of these benefits include – **Higher close rates** – before these clients reach out they have typically already decided they want to work with your company and it’s more the details around logistics they will have questions on. **Less client turnover** – having aligned values upfront gives you a much higher success rate in the long term as you aren’t trying to fit the square peg into a round hole so to speak. **More fun** – business should be enjoyable. Ever found your business working with a client that was the wrong fit? Notice how they take up all your thoughts, your time and your resources. It impacts other areas and clients and has you wondering if it’s actually worth the effort. (Hint – it’s not!) **Stand Out from the crowd –** the digital space is extremely competitive. There are very few true monopolies in business. You are going to need to play to your business strengths and really show what distinguishes your business from others. Be top of mind for the right reasons so when your ideal client is ready to buy your company is the obvious choice. **This is your year to grow your business! No more letting your business blend into the background**. If you are struggling to articulate your company values, coming up with a content strategy or just like the idea of having an accountability partner to help keep you on track, then B2B Growth Co is here to help. ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. Book a free intro call to discuss how best we can serve you [**here**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn --- ### [Podcasting as Part of Your LinkedIn Growth](https://b2bgrowthco.com/from-sceptic-to-super-host-how-podcasts-supercharged-my-linkedin-presence/) **Published:** May 28, 2023 **Author:** michelle@b2bgrowthco.com **Excerpt:** A personal journey from podcast sceptic to super-host — how hosting podcasts significantly boosted my LinkedIn presence, expanded my network and elevated engagement as a B2B marketer. **Content:** I’ve been on the record many times to share that I do not like listening to podcasts. They remind me of being at school, where listening to teachers talk was near impossible for me to listen unless I put my head on the desk and closed my eyes. My teachers were not a fan of this strategy, but I could never understand why they wouldn’t just let me read the textbooks where the knowledge seemed to absorb best. Given my mindset toward podcasts, you can see why I could never understand why people love listening to them so much. Fast-forward to today. I host Social Media for B2B Growth Podcast and co-host of THE LINKEDIN BRANDING SHOW PODCAST by #MichelleSquared. I have also been an expert guest on almost fifty other podcasts. So why the change of heart? Why has podcasting become a cornerstone of my LinkedIn content and business lead generation? How did a podcast sceptic turn into a podcast super host? More importantly, I want to share why you should consider this as part of your LinkedIn for B2B Growth strategy. ## Podcast Guesting for Building Authority I was first invited to be an expert guest on a podcast in January 2021 to speak on LinkedIn Company Pages. I saw podcast guesting as a great opportunity to have access to a new community and to build my authority profile. As a starting point, it was much easier to be a podcast guest than have the responsibility of my own show. Having been on nearly fifty podcasts, it has certainly proven to be a great strategy for me to establish my authority, and this has had a snowball effect and opened up other opportunities. Too many to mention, but most notably, the opportunity to write [Business Gold – Book](https://www.linkedin.com/company/business-gold-book/) with [Lynnaire Johnston](https://www.linkedin.com/in/lynnairejohnston?miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAAAEMUagBdJLqsNLaEmtKUYM4fekTCBcDul8), who had heard me on a podcast. ## Top 5 Lessons - Podcast Guesting 1. **Be prepared** – give yourself plenty of time before the recording to check the tech and get in the zone. Being rushed adds stress, and your listeners will hear that as you will talk faster and higher pitch. Drink lots of water and stay away from caffeine beforehand. Avoid active listening words they sound horrendous in the replay. 2. **Good sound** – having good sound ensures it doesn’t distract your listeners and take away from your credibility. A room with soft furnishings helps to stop the echo. I recommend Audio Technica ATR2100x as it is reasonably priced and does a good job. It’s more important to learn how to position your microphone for the best sound – do the research. An expensive mic in the wrong position will sound worse than a cheaper mic in the right position. 3. **Co-produce the episode** – help the host to promote the episode as much as possible. Remember, they have trusted you with their community. Make the most out of the opportunity and show you are a true collaborative partner. 4. **Choose wisely** – it can be great for your ego to be invited on a podcast, but before you say yes, do your research. Check podcast quality, podcast host style, and if you share a target audience etc. I had one episode that was a horrendous experience from not doing this. 5. **Social Proof** – use the episode in as many ways as possible on LinkedIn. Add the details to your LinkedIn Profile, create a LinkedIn post, and use the episode as the basis of an article or newsletter. > Bonus tip is create a Spotify playlist to track all of your Podcast Guest Episodes. > > MJR ## Becoming a Podcast Host I had zero intention of becoming a podcast host, as I enjoyed being in the spotlight as a guest. It was only with the encouragement of [MICHELLE B. GRIFFIN (The Brand Therapist℠)](https://www.linkedin.com/in/michellebgriffin?miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAAAGT4S4Bg7hLtS2LIPQEUMTGngUTKK4maA4) that I started. As she said, podcasting is a great way to build your personal brand and authority, which totally made sense. In my mind, the upside to podcasting was that there would be a much longer shelf life for my content. Off I went, diving headfirst into learning how to technically build a podcast in the cheapest, easiest way possible—no real strategy, no real target audience, just doing it to tick a box. I don’t recommend following this path. I do recommend working with an experienced podcast consultant like [Neal Veglio](https://www.linkedin.com/in/nealveglio?miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAACx8U4ABavMWewKoCnY83LZFc5pdJxl8sdg). Neal and I recorded a podcast episode on all the things I wish I had done upfront and his expert advice on how to avoid common mistakes and have a podcast that drives your business towards its goals. ## Top 5 Lessons - Podcast Hosting 1. **Podcast Strategy** – do the planning upfront. Skipping the step only costs you time in the long run. Trust me, I know! What is your goal for having the podcast? 2. **Guest Selection** – this is harder than you think. Choose guests who will serve your audience best. This isn’t always the person with the most LinkedIn followers or the best writer. Look for evidence they are good speakers, e.g. other guest appearances, or hosting their own shows etc. 3. **Ask Good Questions** – it’s easier said than done. You might think you can improvise and ask questions as you go, but too often, this leads to the conversation being sidetracked, and the waffle doesn’t deliver value to the audience. 4. **Set Your Guest Up for Success** – your job is to shine the spotlight on the guest. Don’t talk over the top of them. 5. **Park Your Ego** – the hardest lesson I had to learn. In the beginning, I hated not being the centre of attention. If I’m being 100% honest, I felt like a puppet just asking questions that sat there while everyone else got attention—the attention I should have had. SO WRONG! It takes something special to be curious, to ask the right questions, to be interested. ## Podcasting Builds Community In my time podcasting, the biggest lesson I have learned is that podcast listeners are extremely loyal. When they find a podcast they enjoy, they listen week after week. This ripple effect of consistent engagement has consistently been a powerful conduit for cultivating a rich, interconnected community. With each episode, listeners become more than just audience members – they transform into active participants. They embark on a journey with you, exploring ideas, gaining insights, and often contributing in insightful and surprising ways. Not only does this foster a strong sense of belonging, but it also lays the groundwork for significant business opportunities. That’s because these loyal listeners, now engaged community members, often translate into valuable business leads as they trust your voice and value your expertise. Podcasting is a unique bridge that connects the professional to the personal, creating a dynamic ecosystem where communities grow, engagement flourishes, and business thrives. ## Final Confession I was wrong about podcasts. There I said it. High-quality podcasts that have a strategy aligned with business goals are extremely powerful in building connections beyond just listeners. In my business, this translates to consistently receiving the right-fit business leads each week. Yes, I have had to get over the fact that I can not understand why anyone would want to listen to the sound of my voice 🤣, but it’s that same voice that delivers valuable lessons that have a global impact in over 80 countries. My secret to podcasting success is to remain 100% focused on delivering what will make the biggest difference to my listeners. This also applies to my [LinkedIn Training for B2B Growth](https://www.linkedin.com/company/b2b-growth-co/) strategy. It has been one heck of a podcasting journey. I still have a lot to learn, but I can say with certainty that podcasting has delivered tangible business results, and I feel like I’m only just getting warmed up. Thank you to all my listeners! You are the reason I’m driven to be better. Cheers! Michelle ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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.](https://socialmediaforb2bgrowthpodcast.com/) Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. Book a free intro call to discuss how best we can serve you [**here**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation --- ### [LinkedIn Company Pages Can Now Accept and Respond to Direct Messages](https://b2bgrowthco.com/company-pages-can-accept-and-respond-to-direct-messages/) **Published:** April 24, 2024 **Author:** michelle@b2bgrowthco.com **Excerpt:** Insights on LinkedIn Company Pages’ ability to accept and respond to direct messages — what this means for B2B marketers and admins, how to use the feature strategically, and tips for engagement and response management. **Content:** ## LinkedIn Company Pages Can Now Accept and Respond to Direct Messages In the ever-evolving world of B2B social networking, LinkedIn™️ remains a cornerstone for professionals worldwide. The platform’s latest update is a game-changer for businesses, social media managers, and marketers alike. The platform now allows businesses to engage in one-on-one conversations with their audience, thanks to the ability to accept and respond to direct messages. This update bridges the gap between companies and consumers, being able to directly communicate without the need to go off the platform. ![PAGE DIRECT MESSAGE BOX](https://b2bgrowthco.com/wp-content/uploads/2023/02/B2B-Growth-Company-Page-Snapshot.webp "PAGE DIRECT MESSAGE BOX - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## How to Enable Direct Messaging on Your Company Page When this feature is rolled out to your Company Page, it will be enabled by default. You can also use the following instructions. Note that it is optional and you can also switch off this service if your brand does not want to introduce another messaging channel. ![LinkedIn Instructions to enable Direct Messaging](https://b2bgrowthco.com/wp-content/uploads/2023/02/LinkedIn-Instructions-to-enable-Direct-Messaging.webp "LinkedIn Instructions to enable Direct Messaging - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## The Benefits of Direct Messaging for Businesses **Enhancing Customer Engagement** Direct messaging on LinkedIn allows for a level of personalization in customer interactions previously unattainable on the platform. Businesses can now engage in meaningful conversations, answer queries in real-time, and build stronger relationships with their audience. **Streamlining Customer Support** This feature significantly enhances the efficiency of customer support. With the ability to address concerns and answer questions directly, businesses can offer a superior customer experience, leading to increased satisfaction and loyalty. **Boosting Lead Generation and Sales** Direct messaging can be a powerful tool in your sales arsenal. By engaging prospects in personalized conversations, businesses can better understand their needs, tailor their pitch, and effectively convert leads into sales. ## Best Practices for Managing Direct Messages on LinkedIn It will be important to ensure there is clarity around which Page Admin has responsibility for responding to messages appropriately. ## Crafting a Response Strategy *Note that Company Page’s can not message page followers first. They are only able to respond to messages they have received.* Developing a consistent and professional messaging voice is crucial. Ensure your team is trained to handle inquiries effectively, maintaining a balance between personalisation and professionalism. **Response Library** While personal touch is key, having a library of standardised responses for common inquiries can greatly enhance efficiency and maintain brand voice. Consider setting up automated greetings and FAQs to ensure prompt replies, improving customer satisfaction. ![LinkedIn Company Page Inbox](https://b2bgrowthco.com/wp-content/uploads/2024/03/LinkedIn-Company-Page-Inbox.webp "LinkedIn Company Page Inbox - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") LinkedIn Company Page Inbox ## Should My Business Turn the Messaging Feature Off? The Company Page direct message feature may not be the right fit for every business. Here are some reasons it may be a better idea to turn the feature off – - Your business is concerned about introducing another messaging channel for your community as it will potentially create confusion. - Your Page isn’t very active on LinkedIn and is not monitored frequently. - Your customer service team is not directly involved in the running of the Company Page. It is important that you have the resources allocated to monitoring the inbox and responding most importantly. If you don’t have the resources our recommendation is to switch it off. ## Preparing for the Future LinkedIn’s new direct messaging feature for Company Pages represents a significant opportunity for businesses to enhance engagement, improve customer support, and drive sales. If your Company Page is not getting the follower growth and engagement you are after – why not book a free 15min intro call with LinkedIn Pages Expert **Michelle J Raymond**? [Book Your Free 15 Minute Intro Call Here](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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.](https://socialmediaforb2bgrowthpodcast.com/) Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. Book a free intro call to discuss how best we can serve you [**here**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIHZpZXdCb3g9IjAgMCAxNiAxNiIgZmlsbD0ibm9uZSIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj4KPGcgY2xpcC1wYXRoPSJ1cmwoI2NsaXAwXzM0M185OTUpIj4KPHBhdGggZD0iTTE0LjgxNTYgMEgxLjE4MTI1QzAuNTI4MTI1IDAgMCAwLjUxNTYyNSAwIDEuMTUzMTNWMTQuODQzOEMwIDE1LjQ4MTMgMC41MjgxMjUgMTYgMS4xODEyNSAxNkgxNC44MTU2QzE1LjQ2ODggMTYgMTYgMTUuNDgxMyAxNiAxNC44NDY5VjEuMTUzMTNDMTYgMC41MTU2MjUgMTUuNDY4OCAwIDE0LjgxNTYgMFpNNC43NDY4NyAxMy42MzQ0SDIuMzcxODhWNS45OTY4N0g0Ljc0Njg3VjEzLjYzNDRaTTMuNTU5MzggNC45NTYyNUMyLjc5Njg4IDQuOTU2MjUgMi4xODEyNSA0LjM0MDYyIDIuMTgxMjUgMy41ODEyNUMyLjE4MTI1IDIuODIxODggMi43OTY4OCAyLjIwNjI1IDMuNTU5MzggMi4yMDYyNUM0LjMxODc1IDIuMjA2MjUgNC45MzQzNyAyLjgyMTg4IDQuOTM0MzcgMy41ODEyNUM0LjkzNDM3IDQuMzM3NSA0LjMxODc1IDQuOTU2MjUgMy41NTkzOCA0Ljk1NjI1Wk0xMy42MzQ0IDEzLjYzNDRIMTEuMjYyNVY5LjkyMTg4QzExLjI2MjUgOS4wMzc1IDExLjI0NjkgNy44OTY4NyAxMC4wMjgxIDcuODk2ODdDOC43OTM3NSA3Ljg5Njg3IDguNjA2MjUgOC44NjI1IDguNjA2MjUgOS44NTkzOFYxMy42MzQ0SDYuMjM3NVY1Ljk5Njg3SDguNTEyNVY3LjA0MDYzSDguNTQzNzVDOC44NTkzNyA2LjQ0MDYzIDkuNjM0MzggNS44MDYyNSAxMC43ODc1IDUuODA2MjVDMTMuMTkwNiA1LjgwNjI1IDEzLjYzNDQgNy4zODc1IDEzLjYzNDQgOS40NDM3NVYxMy42MzQ0VjEzLjYzNDRaIiBmaWxsPSIjNDM0OTYwIi8+CjwvZz4KPGRlZnM+CjxjbGlwUGF0aCBpZD0iY2xpcDBfMzQzXzk5NSI+CjxyZWN0IHdpZHRoPSIxNiIgaGVpZ2h0PSIxNiIgZmlsbD0id2hpdGUiLz4KPC9jbGlwUGF0aD4KPC9kZWZzPgo8L3N2Zz4K) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn Company Pages **Tags:** Company Pages --- ### [LinkedIn Company Page Updates You Need to Know](https://b2bgrowthco.com/linkedin-company-page-updates-you-need-to-know/) **Published:** May 29, 2024 **Author:** michelle@b2bgrowthco.com **Excerpt:** A roundup of the most important LinkedIn Company Page updates you need to know — what’s changed, why it matters and how B2B marketers can use the new features to improve visibility, engagement and performance. **Content:** LinkedIn has recently rolled out new features for company pages, and as a LinkedIn Pages expert, I’m excited to share these three key updates with you – two I like and one I was left a little disappointed. ## Streamlined Invitation Process for Page Invite Credits One of the most notable updates is the improvement in the invite credits system. Previously, LinkedIn page admins had to sift through connections to find those who had not been invited previously to follow the page. There was also no difference previously between those invite and following and those invited and following. This whole process was time-consuming and inefficient. The new system now separates those who haven’t been invited and moves them to the top of the first page. ![LinkedIn Pages Invites 1](https://b2bgrowthco.com/wp-content/uploads/2024/04/Pages-Invites-1-873x1024.webp "LinkedIn Pages Invites 1 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") It is now easy to establish who is already following the page and who has outstanding invites that have yet to be accepted. ![LinkedIn Pages Invites 2](https://b2bgrowthco.com/wp-content/uploads/2024/04/Pages-Invites-2-857x1024.webp "LinkedIn Pages Invites 2 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Enhanced Filtering Options While this change is a significant improvement, a filter to remove those already following the page would be a valuable addition. Nonetheless, the current update significantly speeds up the invitation process, saving valuable time for page admins, so it gets a 👍👍 from me. ## New Content Sharing via RSS Feeds for LinkedIn Pages LinkedIn has introduced a feature that allows content sharing from RSS feeds. This means your blogs, podcasts, and YouTube videos can be automatically shared on your LinkedIn company page. ![Setting up RSS Feed on LinkedIn Company Pages](https://b2bgrowthco.com/wp-content/uploads/2024/04/Settings-4-Add-Source-1024x566.webp "Setting up RSS Feed on LinkedIn Company Pages - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Setting up RSS Feed on LinkedIn Company Pages Subscribe to my YouTube channel @MichelleJRaymond to be notified when the How To video drops. I’m currently testing this for my podcast and YouTube channel, but in theory, it will be 👍👍if it works as I anticipate. I just hope it doesn’t do an auto-post like it happens with Events. That would be annoying. This update is free and accessible to all Company Pages, but will be rolled out in stages. If you don’t have it, hang in there, it will come. I’m a big fan of stretching content and getting that content to your Page followers. Great way to ensure your audience always has fresh content. ## LinkedIn Company Page Premium LinkedIn has launched a paid subscription model for company pages, similar to the personal premium accounts. For approximately $99 USD per month, admins can access several new features designed to enhance page performance and analytics. ### Premium Features Breakdown - **Custom Call to Action Button:** Previously free, now a premium feature. This button is essential for driving traffic to specific actions, such as visiting your website or contacting your business. Make sure you have someone monitoring the Page inbox for messages, as this is now featured more predominantly. - **Advanced Analytics and Demographics:** Gain insights into who visits your page, allowing you to tailor your content more effectively. Note – page visitors can switch this visibility off in their settings. ![Page Visit Visibility Settings](https://b2bgrowthco.com/wp-content/uploads/2024/04/Page-Visit-Visibility-Settings-1024x333.webp "Page Visit Visibility Settings - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") - **Credibility Insights:** Highlight key achievements and links, enhancing your page’s credibility. - **AI-Powered Writing Assistants:** LinkedIn’s new AI-powered writing assistants are part of the premium package. However, based on current performance, these tools may not yet be worth the investment. They often produce generic content, which might not align with your brand’s voice and quality standards. - **Auto-Invite Engaged Members:** Automated follower growth is a promising feature in the premium plan with the auto-invite function. This tool automatically invites users who engage with your content to follow your page, even if they aren’t first-degree connections. This feature can help grow your page’s follower base more organically and quickly. - **LinkedIn Premium Logo**: This has zero value besides indicating that you pay for premium to page followers. ## Try the New Features LinkedIn offers a 30-day free trial for the Pages Premium subscription. I encourage you to test these features and would love to hear what you think. ## Potential Impact on Engagement While this feature has potential, its effectiveness will depend on how well LinkedIn promotes company page posts in user feeds. Given the current limitations in organic reach, it remains to be seen how impactful this tool will be. For now, it’s a 👎👎from me with the hope that it will change in the future. ## Continuous LinkedIn Pages Improvement Despite some features moving behind a paywall, LinkedIn continues to invest in company pages, providing tools to help businesses grow and engage with their audience. The updates offer a mix of free and premium enhancements, catering to different needs and budgets. Have fun testing these features, and if you discover anything interesting, let Michelle J Raymond know. ![BUSINESS-GOLD-Build Awareness, Authority and Advantage with LinkedIn Company Pages](https://b2bgrowthco.com/wp-content/uploads/2023/12/BUSINESS-GOLD-Second-EditioneBook-683x1024.webp "BUSINESS-GOLD-Build Awareness, Authority and Advantage with LinkedIn Company Pages - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") The World's First and Only Book Dedicated to LinkedIn Company Pages - Business Gold **LinkedIn Company Page** – buy a copy of [Business Gold – The Only Company Pages Book](https://www.linkedin.com/company/business-gold-book/) on Amazon in print or e-book **Looking for LinkedIn Company Page Training?** **Book a time to talk with Michelle –** Cheers Michelle ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. Book a free intro call to discuss how best we can serve you [**here**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Company Pages, LinkedIn Tips --- ### [10 Mistakes Killing Your Lead Generation on LinkedIn (And How to Fix Them)](https://b2bgrowthco.com/10-mistakes-killing-your-lead-generation-on-linkedin/) **Published:** September 5, 2024 **Author:** michelle@b2bgrowthco.com **Excerpt:** A practical guide to the 10 common mistakes that are killing your lead generation on LinkedIn — helping B2B marketers identify issues and fix them to improve quality leads and conversions. **Content:** I’ve seen many posts on LinkedIn lately with people sharing that business is tough, so I wanted to write this article. I’m committed to helping people leverage LinkedIn to grow their business. Let’s clear something up from the start – when I talk about lead generation on LinkedIn, I’m talking about something very different from what the hustlers of LinkedIn promise. There are no long lists with thousands of names. I’m talking about genuine connections and nurturing relationships with those who will potentially buy your services. If your leads have dried up on LinkedIn, before you point fingers at the algorithm or blame the market, it’s time to take a step back and assess whether you’re making one of the ten common mistakes that could sabotage your success. It’s time to take back control. ***This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by*** [***Michelle J Raymond,***](https://www.linkedin.com/in/michellejraymond/) ***which goes into much more detail.*** - [Listen on Apple Podcast](https://podcasts.apple.com/us/podcast/10-things-that-kill-your-linkedin-lead-generation-and/id1603908569?i=1000669079683) - [Watch on YouTube](https://youtu.be/U3wqFd-9DkA) Thanks to our podcast sponsor [Metricool.](https://i.mtr.cool/NEDXVZ) 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**](https://i.mtr.cool/NEDXVZ) ## Branding Mistakes on LinkedIn That Kill Your Leads One of the first areas to examine is branding. Without a strong brand presence, you risk blending in or, worse, going unnoticed. Here are three branding missteps to avoid: **1. Lack of Clear Positioning and Messaging:** Your branding should distinguish you from competitors while clearly articulating your value proposition. Without clarity, how can potential leads know what you stand for? Invest time defining your positioning before posting content, updating your profile, or editing your company page. **2. No Unique Perspective:** Blending into the crowd is easy when your content and profile lack a unique viewpoint. Think of it like sounding like a help desk or, worse, an AI response. To stand out, embrace your distinctive insights, even if they challenge the norm. Take LinkedIn company pages as an example. Initially, everyone dismissed them, but sticking to a unique perspective can lead to industry recognition. **3. Missing from Your Own Content:** Sharing other people’s work is great occasionally, but if your profile and content only spotlight others, you become invisible. Being consistent with your own insights and experiences makes you the expert potential clients look for. **Are you unsure where to start with LinkedIn branding? Buy your copy of** [THE LINKEDIN™️ BRANDING BOOK by #MichelleSquared](https://www.linkedin.com/showcase/the-linkedin-branding-book-michellesquared/) **on Amazon and get your FREE workbook, which will walk you through the process.** ![The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-LinkedIn-Branding-Book-Front-Cover-725x1024.webp "The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") The LinkedIn Branding Book ## Optimising Your LinkedIn Presence Once your branding is on point, it’s time to optimise your LinkedIn presence. Here are three quick fixes: **4. Incomplete Profile and Company Page:** Having an incomplete LinkedIn profile or company page is like setting up a shop with no signboard. A fully optimised profile can increase your visibility by up to 30% in searches. Take the time to complete every section of your profile and page, ensuring it’s clear who you are and what you do. **5. No Strategic Outreach Plan:** Don’t rely on scrolling through your feed, hoping to stumble upon leads. A better approach is using LinkedIn’s search filters to find and connect with your target audience. Be proactive by sending strategic invitations and leveraging the company page’s 250 invites monthly. **6. Inconsistent Activity:** More than showing up occasionally on LinkedIn is required. Competitors can easily swoop in and take your opportunities if you’re active only when you need leads. Consistency builds recognition and trust, ensuring you’re top of mind when someone is ready to buy. **If you are a new LinkedIn Company Page Admin – grab your copy of** [Business Gold – The Only Company Pages Book](https://www.linkedin.com/company/business-gold-book/) **from Amazon.** ![BUSINESS-GOLD-Build Awareness, Authority and Advantage with LinkedIn Company Pages](https://b2bgrowthco.com/wp-content/uploads/2023/12/BUSINESS-GOLD-Second-EditioneBook-683x1024.webp "BUSINESS-GOLD-Build Awareness, Authority and Advantage with LinkedIn Company Pages - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") The World's First and Only Book Dedicated to Company Pages ## LinkedIn Activity That Stops Lead Generation You’ve set up your brand and optimised your profile, but are you investing your time wisely? Let’s look at the four most common mistakes in this area: **7. Focusing on Quantity Over Quality:** More isn’t always better. When it comes to social selling, the key is to focus on quality interactions, not just amassing numbers. Whether it’s your connections or content, prioritising quality will generate more meaningful leads. **8. Lack of Personalisation:** Generic messages don’t stand out. If you send the same message to hundreds of people, don’t be surprised if no one bites. Personalisation goes a long way in building connections and trust. Take time to understand the person you’re contacting and tailor your communication accordingly. **9. Being Self-Absorbed:** LinkedIn is not just about promoting yourself. Engage with others, ask meaningful questions, and show genuine interest in what others are doing. Building relationships requires curiosity about your prospects, not just broadcasting your achievements. **10. Ignoring Direct Messages and Comments:** LinkedIn is a conversation platform requiring engagement. Ignoring messages and comments damages your reputation and costs you potential leads. Make it a habit to respond promptly and authentically to keep the conversation going. ## Take Action to Revive Your LinkedIn Lead Generation Now that you know the ten mistakes that might be killing your leads, it’s time to act! Review your branding, optimise your LinkedIn presence, and focus on activities that bring real value. By avoiding these common errors, you’ll position yourself for success and reignite your LinkedIn lead-generation efforts. > Quality trumps quantity, personalisation beats automation, and consistency is key to nurture relationships. With just a few strategic tweaks, you can get back on track and convert LinkedIn connections into valuable leads. [Book an intro call here](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). Follow [B2B GROWTH CO – Get Your Business Active on LinkedIn™️ for Growth](https://www.linkedin.com/company/b2b-growth-co/) for more LinkedIn tips and strategies. Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Tips --- ### [Social Selling on LinkedIn for B2B Marketers](https://b2bgrowthco.com/social-selling-on-linkedin-for-b2b-marketers/) **Published:** September 5, 2024 **Author:** michelle@b2bgrowthco.com **Excerpt:** A practical guide to social selling on LinkedIn for B2B marketers — strategies, tactics and relationship-building best practices that help drive meaningful engagement and business results. **Content:** When I started my business after a 20+ year sales career, I very quickly had to eat humble pie and recognise the power of marketing for business growth. In my mind, it had always been the work of the superstar salesperson, me, who was wholly responsible for any sales success. As I’ve learned and shared many of these lessons I learned in [THE LINKEDIN™️ BRANDING BOOK by #MichelleSquared](https://www.linkedin.com/showcase/the-linkedin-branding-book-michellesquared/). Today, I’ll flip the script and share with B2B Marketers three key lessons from my experience in sales that will help them generate more results from their marketing efforts on LinkedIn. ***This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by*** [***Michelle J Raymond,***](https://www.linkedin.com/in/michellejraymond/) ***which goes into much more detail.*** - [Listen on Apple Podcast](https://podcasts.apple.com/us/podcast/the-bold-linkedin-tactic-b2b-marketers-are-afraid-to/id1603908569?i=1000670606753) - [Watch on YouTube](https://youtu.be/Oko42taUDmc) Thanks to our podcast sponsor [Metricool.](https://i.mtr.cool/NEDXVZ) 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**](https://i.mtr.cool/NEDXVZ) ## Why B2B Marketers Need to Be More Salesy One of the first points I always make is that B2B marketers shouldn’t shy away from being more sales-oriented. Marketers often say, “We don’t want to be too salesy,” but I think they really mean that they don’t want to come across as pushy or impersonal. The key here is understanding that social selling isn’t about spamming people with pitches. It’s about building relationships, solving problems, and adding value. When done right, social selling on LinkedIn can help B2B marketers increase engagement, reach, and opportunities. Whether you’re managing a company page or helping your team develop personal brands, this approach will make a difference. ## What is Social Selling? A definition I love and use frequently when coaching my clients comes from Hootsuite: *“Social selling is the art of using social media to find, connect with, understand, and nurture sales prospects. It’s the modern way to develop meaningful relationships with potential customers, so you’re the first person they think of when they’re ready to buy.”* This definition highlights several key points: - Finding the right people - Connecting with them - Nurturing those relationships These principles apply across the board—whether you’re a marketer managing a LinkedIn company page or an employee building your personal brand. Remember, LinkedIn is a team sport. Success comes from collaboration. ![SOCIAL SELLING DEFINITION HOOTSUITE](https://b2bgrowthco.com/wp-content/uploads/2024/09/SOCIAL-SELLING-DEFINITION-HOOTSUITE-1024x576.webp "SOCIAL SELLING DEFINITION HOOTSUITE - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Social Selling Definition ## Lesson 1 – Know Thy Customer Knowing your customer is essential to succeeding in social selling. And by customer, I don’t just mean a “persona.” The biggest mistake I see B2B marketers make is focusing only on the buyer persona without considering the broader decision-making team. When I worked in sales, I built relationships with people at all levels. This approach gave me deeper insights into the business and its real problems. On LinkedIn, this means connecting with more than just the head of purchasing. Engage with people within your target business, as you never know who holds valuable information or influence. ![Marketoonist Image](https://b2bgrowthco.com/wp-content/uploads/2024/09/Marketoonist-Image.webp "Marketoonist Image - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Image Credit @marketoonist.com ## Lesson 2 – Reframe Your Content Strategy Too often, B2B marketers focus solely on lead generation, which can come across as cold and transactional. What will bring better results is aiming to generate **conversation and community**. Lead generation is important, but it’s not the only goal. Creating content that sparks conversations provides richer insights into your audience. It helps you understand your community’s pain points, language, and priorities. When you generate meaningful conversations, the leads will follow naturally. ## Lesson 3 – Perfectionism is Killing Your Engagement Finally, marketers need to let go of perfectionism for the brand on LinkedIn. I’ve seen many Company Pages struggle because they are too focused on adhering to strict brand guidelines. While consistency is important, LinkedIn is about humanising your brand. If your content feels too polished or templated, it will come off as an ad, and people will not engage. Social selling thrives on authenticity. Sometimes, this means breaking away from rigid brand templates and allowing your team to be themselves. This human touch resonates with people on LinkedIn. ## Bringing Sales and Marketing Together The key to social selling success on LinkedIn is blending the strengths of both sales and marketing. The best results come when these two teams work together, learning from each other and aligning their efforts. Marketers should get out there—speak to their sales team, listen to customer service calls, and visit clients. Use these insights to create content that sparks conversations, builds relationships, and leads to real business results. ![LOOKING FOR A LINKEDIN COACH BOOK AN INTRO CALL](https://b2bgrowthco.com/wp-content/uploads/2024/09/Work-with-Michelle-1024x576.webp "LOOKING FOR A LINKEDIN COACH BOOK AN INTRO CALL - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Work With Michelle J Raymond B2B marketers, it’s time to embrace social selling on LinkedIn. Focus on understanding your customers, creating engaging content, and being authentic. With these lessons in mind, you’ll be well on your way to better results on LinkedIn. [Book an intro call here](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). Follow [B2B GROWTH CO – Get Your Business Active on LinkedIn™️ for Growth](https://www.linkedin.com/company/b2b-growth-co/) for more LinkedIn tips and strategies. Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Tips --- ### [LinkedIn News: What’s New and How to Adapt](https://b2bgrowthco.com/linkedin-news-whats-new-and-how-to-adapt/) **Published:** October 30, 2024 **Author:** michelle@b2bgrowthco.com **Excerpt:** A practical overview of what’s new with LinkedIn News — recent updates, features and how B2B marketers can adapt their content and engagement strategies to stay ahead. **Content:** LinkedIn hasn’t slowed down in releasing new features and changes as we approach 2025. I’ve summarised the key ones you need to know and why they matter. Spoiler: some of these changes hint at a future where LinkedIn is increasingly “pay to play.” ***This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by*** [***Michelle J Raymond,***](https://www.linkedin.com/in/michellejraymond/) ***which goes into more detail.*** - [Listen on Apple Podcast](https://podcasts.apple.com/us/podcast/linkedin-new-features-signal-big-changes-for-2025-are/id1603908569?i=1000679907533) - [Watch on YouTube](https://youtu.be/sJOg04fQTXM?si=qfp2QEXT8FXS9V1Y) Thanks to our podcast sponsor [Metricool.](https://i.mtr.cool/NEDXVZ) 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**](https://i.mtr.cool/NEDXVZ) ## 1. The End of LinkedIn Audio Events as We Know Them LinkedIn has moved audio events native within the platform and now requires third-party tools like [StreamYard](https://streamyard.com/?pal=4730601859186688), signalling a shift away from in-platform audio functionality. What does this mean? - **Upsides:**Events can now be recorded and repurposed more easily, opening doors for creative content reuse. This is a win. - **Downsides:** Without third-party tools, you can no longer host audio events on LinkedIn. The simplicity of raising a hand to join a conversation is gone, replaced by clunky backstage setups. **Why it matters:** If you’re invested in audio events, explore tools like StreamYard and experiment to maximise engagement. Keep an eye on evolving best practices. [ ![linkedin_audio_events phased out](https://b2bgrowthco.com/wp-content/uploads/2024/10/linkedin_audio_events.webp "linkedin_audio_events phased out - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.socialmediatoday.com/news/linkedins-phasing-dedicated-live-audio-events/733669/) ## 2. LinkedIn Accelerate: AI Meets Ads LinkedIn’s new AI-powered ad tool, **Accelerate**, promises to improve campaign set-up, targeting, ad creative, and bidding. It’s designed to automate the heavy lifting for advertisers. - **What it does:** Optimises ad performance by leveraging AI for setup and targeting. - **Michelle’s take:** Be cautious. While AI can simplify processes, LinkedIn will unlikely prioritise delivering higher ROI over encouraging higher ad spend. **Why it matters:** Test Accelerate if it fits your strategy, but always review results critically. Tools won’t replace understanding your audience and overlaying your market intelligence with analytics to understand the results better. Don’t put the process on auto-pilot. [ ![LinkedIn Accelerate](https://b2bgrowthco.com/wp-content/uploads/2024/10/LinkedIn-Accelerate-1024x377.webp "LinkedIn Accelerate - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://business.linkedin.com/marketing-solutions/ads/linkedin-accelerate) ## 3. Rotating Profile Banners: A Premium Perk LinkedIn Premium users can now showcase up to five rotating profile banners, each displaying for three seconds. - **Opportunities:** Promote multiple services or showcase your personality in dynamic ways. - **Challenges:** Most users struggle to upload even one good banner—will they embrace five? **Why it matters:** Use this feature strategically if you’re on Premium. For company pages, similar options are coming soon, likely as part of the paid subscription – Company Pages Premium. ![Phone smaller size](https://b2bgrowthco.com/wp-content/uploads/2024/10/Phone-smaller-size.webp "Phone smaller size - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## 4. Boosting Personal Posts: A Mixed Bag You can now pay to boost personal posts to a broader audience, just like on LinkedIn Company Pages. - **Pros:** A chance to increase visibility in a crowded feed. - **Cons:** It may create a “pay-to-play” divide, disadvantaging those without budgets. **Why it matters:** Be wary that a boosted bad post is still a bad post and just a waste of money; focus on quality first. Do the work to understand your audience and what resonates. A strategy-first approach is always the answer. ![Boost posts](https://b2bgrowthco.com/wp-content/uploads/2024/10/Boost-posts-1024x700.webp "Boost posts - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Image Credit Kevin D. Turner ## [Boost Your FAQ’s](https://www.linkedin.com/help/linkedin/answer/a6584635) ## 5. The Shift to Pay-to-Play Features Across the board, LinkedIn’s newest features, from AI tools to rotating banners, highlight its push towards premium services. - **Reality check:** Free accounts now have more limitations, pushing users towards paid options. - **Michelle’s perspective:** We’ve had a good run with free tools, but the landscape is changing. Adapt to stay competitive. **Why it matters:** Assess whether investing in Premium features aligns with your LinkedIn goals. Don’t resist change. Embrace it strategically. ## Final Thoughts: Embrace the New Rules There will always be changes on LinkedIn that we may or may not agree with. At the end of the day, it is what it is. The mindset in which we approach these changes will influence our success. > “It’s LinkedIn’s sandbox, and we choose to play in it. The rules will change, but our focus remains the same – building relationships, speaking to our buyers, and growing our businesses.” Stay curious, test new features, and adapt as LinkedIn evolves. The only constant is change, so let’s go into 2025 with an open mind and curiosity to discover new ways to do business on Linkedin. Want help navigating these changes? Reach out. Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) Need help? [Book an intro call here](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). Follow [B2B GROWTH CO – Get Your Business Active on LinkedIn™️ for Growth](https://www.linkedin.com/company/b2b-growth-co/) for more LinkedIn tips and strategies. ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn --- ### [Business Growth on LinkedIn Starts With This](https://b2bgrowthco.com/business-growth-on-linkedin-starts-with-this/) **Published:** July 17, 2025 **Author:** michelle@b2bgrowthco.com **Content:** ### 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](https://socialmediaforb2bgrowthpodcast.com/) hosted by [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/). If you want to know all the details invest under 20 mins and listen or watch the episode. [Listen on Apple Podcasts](https://podcasts.apple.com/us/podcast/business-growth-on-linkedin-starts-with-this/id1603908569?i=1000717398029) ## 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. ![THE POWER OF TWO - MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/07/THE-POWER-OF-TWO-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x683.webp "THE POWER OF TWO - MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## 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. [ ![LinkedIn B2B G.R.O.W.T.H Masterclass with Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2024/05/b2b-growth-thumbnail-1024x576.webp "LinkedIn B2B G.R.O.W.T.H Masterclass with Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/growth-masterclass/) Invest in your business with our training programs. ## 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**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) PS Want to hear my LinkedIn updates first? Subscribe to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1764-LowSq.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Tips --- ### [7 Tools To Create Content Faster and With Confidence - LinkedIn](https://b2bgrowthco.com/7-tools-to-create-content-faster-and-with-confidence-linkedin/) **Published:** September 22, 2022 **Author:** michelle@b2bgrowthco.com **Excerpt:** A practical roundup of seven tools that help B2B marketers create LinkedIn content faster and with confidence — covering tools for ideation, writing, scheduling and optimisation. **Content:** It’s been almost eight years since I started creating LinkedIn content. During this time, I have researched and tested more tools and applications than I can recall. For me, tools to create content should make the process easier. I’m judging the tools and apps on whether they allow me to create LinkedIn content in the most efficient way possible and to the highest standard with my skill set. There is no point in buying an expensive piece of software if you do not have the skill set to use it or if it would distract you too much trying to figure it out. The best content is the content that is out there for others to see. It doesn’t have to be “perfect.” I’m sharing the tools I use that serve me well and that I believe are a good place for most LinkedIn content creators to start. They are a mixture of free and paid and for the most part, would suit beginners and onwards. **The LinkedIn for B2B Growth podcast episode below discusses this in more detail if you prefer to listen in.** ## Tools to Save Time Creating LinkedIn Content The best way to save time is to have a system for saving your ideas. It doesn’t need to be fancy, but having them in one place will help you. A notebook, phone notes, or like me, a [Remarkable](http://remarkable.com/referral/W85L-PKNE); all will do the trick. Not having to always look for ideas will save you more time than you think. [Answer The Public](https://answerthepublic.com/) is a website you need to keep handy to research ideas. Find out what questions people are searching on Google in whatever topic you choose. Voila – write a piece of content that answers the question with your subject matter expertise. ## Batching LinkedIn Content Creation Batching content is a process where rather than create a post daily at the time you post, you sit down at the time that works best for you and put together several posts for the week or maybe two weeks. How does this save time?Batching allows you to set up once and be focused on this one task. Work when you are “in the zone”, and this may not always be the best time to post for your audience. In my case, I like to write on a Saturday or Sunday morning but post during the week. To do this, LinkedIn has a post scheduling tool or you can use third party tools. There is even a scheduling tool within [Canva](https://www.linkedin.com/company/canva/). ## Tools to Create Quality Images, Carousels/Sliders, Infographics Speaking of Canva, when creating content on LinkedIn for your posts or your LinkedIn Company Page posts, you will need to embrace [Canva](https://www.linkedin.com/company/canva/). Yes, outsourcing is an option, but for the frequency and how long the content lasts in the feed, it does not always give you a good return on that investment. For carousel posts or slider posts as they are sometimes known, I use a different tool called [Contentdrips](https://www.linkedin.com/company/contentdripscom/). This continues to expand and bring other LinkedIn format-friendly templates that are easily customised. ## Tools to Create Videos with Subtitles Making content accessible has so many different benefits for your brand. If you want to learn more, [Juana Poareo](https://www.linkedin.com/in/juana-poareo?miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAAAhPX60BIpvxUnCSencpqOrcC69Rhlz2gs4) is a champion in this space, so give her a follow. Having video content with subtitles allows those with hearing impairment to follow along. Did you also know that around 80% of users watch videos with the sound off? Depending on the project, I use [Descript](http://:%20https//www.descript.com/?lmref=RNr0lg) for subtitles. **Catch the video replay. Click below and don’t forget to subscribe and hit the bell to be notified of upcoming videos.** ## Tools to Write with Confidence If you are someone that doesn’t post because you aren’t confident with your writing. [Grammarly](https://www.linkedin.com/company/grammarly/) is for you. It will let you know any spelling or grammar errors that are easily fixed with the click of a button. Don’t let the fear of a spelling mistake, or if English is your second language and you aren’t 100% confident that you will get it right stop you from sharing your thought leadership on LinkedIn. ## Best Tool for Repurposing LinkedIn Content When you create LinkedIn content, you need to think of ways to make it last as long as possible and stretch as far as possible. Repurposing is the answer. Whilst many of the tools included in this article will also be able to help you repurpose, my current favourite is [Descript](https://www.descript.com/?lmref=RNr0lg). Taking a LinkedIn Live (I use [Streamyard](https://streamyard.com/?pal=4730601859186688)) and turning it into a podcast, audiogram, short clip, or transcript text is just some of the many ways it can be used. ## Tools are NOT the Roadblock If you are having trouble getting started creating content on LinkedIn for you or your business, not having the right tools is not the reason. LinkedIn gives you everything you need within the platform, and the tools mentioned today will just make the process easier and give you confidence. Cheers 😄 [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. Book a free intro call to discuss how best we can serve you [**here**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). \*\* This article contains some affiliate links that allow me to earn a small amount should you click on them and register using them. This helps support me to deliver you free content and in no way influences what tools I have recommended\*\* ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation --- ### [Uncovering the Top New Features for LinkedIn Company Pages in 2023](https://b2bgrowthco.com/uncovering-the-top-new-features-for-linkedin-company-pages-in-2023/) **Published:** February 7, 2023 **Author:** michelle@b2bgrowthco.com **Excerpt:** A roundup of the top new features added to LinkedIn Company Pages in 2023 — what they are, how they work and what B2B marketers need to know to leverage them for engagement and growth. **Content:** ## LinkedIn Company Pages - State of Play The latest figures from LinkedIn show there are now 900M LinkedIn members on the platform and close to 69M Company Pages. ([Source](https://about.linkedin.com/)). Engagement levels also report up by almost 20%, revenue is up, and it’s safe to say the platform continues to thrive. If you want to use LinkedIn for B2B Growth, there is only an upside for your business with these stats. With revenue up, we continue seeing more LinkedIn Company Page features. So get comfy because there are a lot of new features to cover. ![LinkedIn Members Worldwide](https://goodtradingco.com.au/wp-content/uploads/2023/02/microsoft_li2.png) ## LinkedIn Company Page New Features Summary (2023) Given that the features LinkedIn roll out in a staggered fashion and don’t necessarily communicate them great, this article some of the features some members may have received end of 2022 also. 1. Subscribe to a LinkedIn Page’s content – the bell feature 2. LinkedIn Company Pages can follow other LinkedIn Company Pages 3. Pages can schedule posts 4. Features to generate new newsletter subscribers 5. Product Pages are now discovered via in-platform search on LinkedIn 6. Product Pages can now have product highlights to showcase specific product content on your Page 7. LinkedIn Company Pages Audio Events 8. Link Stickers on Company Page images and videos 9. Upgraded Competitor Analytics Dashboard **Let’s take a look at these in more detail.** ## Succeeding with LinkedIn Company Pages This Social Media Marketing with Mike Stelzner podcast episode is a must-watch, listen on your favourite podcast platform. We cover the image and video link stickers, Company Page bell notification, LinkedIn Page content strategy, and invites to follow. The article below was co-created with [Michael (Mike) Stelzner](https://www.linkedin.com/in/stelzner?miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAAAAGSdMBxo2rJl_8naBJ6v25MKwfkDvZZis) from [Social Media Examiner](https://www.linkedin.com/company/social-media-examiner/) and [Michelle J Raymond](https://www.linkedin.com/in/michelle-raymond-goodtradingco?miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAAALHeasBTJ006Q468Wkt_3BOaIIS_2NvF-Y). It’s an excellent summary of the conversation. [ ![linkedin-company-pages-michelle-j-raymond-social-media-examiner](https://goodtradingco.com.au/wp-content/uploads/2023/01/linkedin-company-pages-michelle-j-raymond-social-media-examiner.png) ](https://www.socialmediaexaminer.com/succeeding-with-linkedin-company-pages/) ## LinkedIn Company Pages Can Follow Other Company Pages ## Subscribe to a LinkedIn Page Content ## Generate Newsletter Subscribers, Showcase Best Products, Upgraded Competitor Analytics Dashboard [ ![Entrepreneur Makeover Article](https://goodtradingco.com.au/wp-content/uploads/2022/12/Entrepreneur-Makeover-Article-jpg.webp) ](https://www.linkedin.com/business/marketing/blog/linkedin-pages/new-features) ## LinkedIn Company Pages Can Schedule Posts This feature is so new that it hasn’t been rolled out to our B2B Growth Co – LinkedIn B2B for Growth Corporate Training page. Here are the instructions to see if you have the feature. [Learn here](https://www.linkedin.com/help/linkedin/answer/a1419179). ![Pages schedule posts](https://goodtradingco.com.au/wp-content/uploads/2023/02/Pages-schedule-posts-jpg.webp) ## LinkedIn Company Pages Audio Events As a beta tester of this feature, here are 10 things you should know about Pages Audio Events that are gradually being rolled out. 1\) LinkedIn Audio rooms currently have no feature to record rooms. Expected to happen in the future. 2\) No private LinkedIn Audio rooms, only public ones. 3\) Creating a LinkedIn Audio is similar to creating LinkedIn Live events. Generally, the earlier you create it, promote it and use up the weekly invitation limit (1000 per person), the better. Discovery on the platform is poor at best for Page LinkedIn Audio events. Hoping this will change. 4\) There is no option for registered or paid events, but this may change. 5\) Min 150 Page followers are required, and no community violations for the Page to be eligible. 6\) Super Page Admins and Content Admins can create events. 7\) Available on desktop and mobile. 8\) Any Page super or content admin can remove an attendee from the Event. 9\) Attendees will be sent a reminder notification about the Event’s start date and time, which is sent to members seven days and three days before the Event, as well as 15 minutes before the scheduled Event. 10\) 𝗠𝗢𝗦𝗧 𝗔𝗡𝗡𝗢𝗬𝗜𝗡𝗚 – You can only invite your 1st-degree connections to attend your event. Page followers can’t be invited to an Event if they aren’t connected to any of the Page’s admins. (Fingers crossed this will change). ## Create an Event [ ![LinkedIn Audio Events](https://b2bgrowthco.com/wp-content/uploads/2023/02/LinkedIn-Audio-Events-729x1024.webp "LinkedIn Audio Events - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.linkedin.com/help/linkedin/answer/a596214) ## LinkedIn for Business G.R.O.W.T.H & Company Page Admin Training If you are overwhelmed by the list and wondering how you will get all your employees up to speed, we have training to simplify everything. Cheers ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. Book a free intro call to discuss how best we can serve you [**here**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIHZpZXdCb3g9IjAgMCAxNiAxNiIgZmlsbD0ibm9uZSIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj4KPGcgY2xpcC1wYXRoPSJ1cmwoI2NsaXAwXzM0M185OTUpIj4KPHBhdGggZD0iTTE0LjgxNTYgMEgxLjE4MTI1QzAuNTI4MTI1IDAgMCAwLjUxNTYyNSAwIDEuMTUzMTNWMTQuODQzOEMwIDE1LjQ4MTMgMC41MjgxMjUgMTYgMS4xODEyNSAxNkgxNC44MTU2QzE1LjQ2ODggMTYgMTYgMTUuNDgxMyAxNiAxNC44NDY5VjEuMTUzMTNDMTYgMC41MTU2MjUgMTUuNDY4OCAwIDE0LjgxNTYgMFpNNC43NDY4NyAxMy42MzQ0SDIuMzcxODhWNS45OTY4N0g0Ljc0Njg3VjEzLjYzNDRaTTMuNTU5MzggNC45NTYyNUMyLjc5Njg4IDQuOTU2MjUgMi4xODEyNSA0LjM0MDYyIDIuMTgxMjUgMy41ODEyNUMyLjE4MTI1IDIuODIxODggMi43OTY4OCAyLjIwNjI1IDMuNTU5MzggMi4yMDYyNUM0LjMxODc1IDIuMjA2MjUgNC45MzQzNyAyLjgyMTg4IDQuOTM0MzcgMy41ODEyNUM0LjkzNDM3IDQuMzM3NSA0LjMxODc1IDQuOTU2MjUgMy41NTkzOCA0Ljk1NjI1Wk0xMy42MzQ0IDEzLjYzNDRIMTEuMjYyNVY5LjkyMTg4QzExLjI2MjUgOS4wMzc1IDExLjI0NjkgNy44OTY4NyAxMC4wMjgxIDcuODk2ODdDOC43OTM3NSA3Ljg5Njg3IDguNjA2MjUgOC44NjI1IDguNjA2MjUgOS44NTkzOFYxMy42MzQ0SDYuMjM3NVY1Ljk5Njg3SDguNTEyNVY3LjA0MDYzSDguNTQzNzVDOC44NTkzNyA2LjQ0MDYzIDkuNjM0MzggNS44MDYyNSAxMC43ODc1IDUuODA2MjVDMTMuMTkwNiA1LjgwNjI1IDEzLjYzNDQgNy4zODc1IDEzLjYzNDQgOS40NDM3NVYxMy42MzQ0VjEzLjYzNDRaIiBmaWxsPSIjNDM0OTYwIi8+CjwvZz4KPGRlZnM+CjxjbGlwUGF0aCBpZD0iY2xpcDBfMzQzXzk5NSI+CjxyZWN0IHdpZHRoPSIxNiIgaGVpZ2h0PSIxNiIgZmlsbD0id2hpdGUiLz4KPC9jbGlwUGF0aD4KPC9kZWZzPgo8L3N2Zz4K) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn Company Pages --- ### [How to Choose Between LinkedIn and Email Newsletters for B2B](https://b2bgrowthco.com/linkedin-newsletters-vs-email-newsletters-for-b2b-growth/) **Published:** October 30, 2024 **Author:** michelle@b2bgrowthco.com **Excerpt:** A comparative guide to LinkedIn newsletters and email newsletters for B2B growth — explore the strengths, differences and strategic uses of each to reach your audience and drive results. **Content:** ### The Newsletter Showdown: LinkedIn vs. Email In the blue corner, we have LinkedIn newsletters; in the red corner, we have off-platform email newsletters. Which one is best for B2B businesses? For years, I knew I *should* have a newsletter outside LinkedIn, but I kept putting it off. Now, nearly five years later, I’ve finally done it. So, is it worth it? And which is better? Let’s break it down. ***This article is inspired by the recent episode of the*** [Social Media for B2B Growth Podcast](https://www.linkedin.com/showcase/social-media-for-b2b-growth-podcast/) ***hosted by*** [***Michelle J Raymond,***](https://www.linkedin.com/in/michellejraymond/) ***which discusses this topic in more detail.*** - [Listen on Apple Podcasts](https://podcasts.apple.com/au/podcast/linkedin-newsletters-vs-email-newsletters-which-one/id1603908569?i=1000691334897) Thanks to our podcast sponsor [Metricool.](https://i.mtr.cool/NEDXVZ) 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**](https://i.mtr.cool/NEDXVZ) ## 1. The Case for LinkedIn Newsletters One of the best things about LinkedIn newsletters? They grow on autopilot. Every time someone connects with me, they get an invite to subscribe. That’s how I hit 8,500+ subscribers without even trying. [LinkedIn Newsletter – subscribe here](https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=6861434915754528768). Here’s why LinkedIn newsletters are a game-changer: ✅ **Easy to Set Up & Free to Use** – No tech headaches. There is no need to pay for fancy email platforms. Just write and hit publish. ✅ **First Edition Goes to Everyone** – LinkedIn sends your first newsletter to all your connections and followers *for free*. That’s a huge head start. ✅ **Google Loves Them** – LinkedIn newsletters are indexed by Google, which means people searching for your topic can find your content beyond LinkedIn. But…there’s a catch. ❌ **You Don’t Own Your Audience** – If LinkedIn ever changes the algorithm or removes newsletters (*yes, it’s happened before*), you could lose access to your subscribers overnight. ❌ **Limited Analytics** – You can see how many people read it, but that’s about it. No open rates, click tracking, or segmentation. ❌ **No Email Magic** – No automation, no personalisation, no audience tagging. Just one-size-fits-all content. ## 2. Email Newsletters: Full Control & Deeper Engagement Unlike LinkedIn, with email, you own your list. No platform changes, no surprises, just a direct line to your audience. Here’s why email still holds power: ✅ **Better Data & Targeting** – Open rates, click-through rates, subscriber behaviour. You see it all. ✅ **Higher-Quality Subscribers** – Signing up for an email newsletter takes effort. That means people actually want to hear from you. ✅ **Customisation & Automation** – You can segment audiences, automate follow-ups, and personalise content. But email has downsides too. ❌ **Slow Growth** – Unlike LinkedIn, where subscribers come automatically, email list-building takes work. ❌ **Inbox Competition** – People are brutal with their inboxes. Getting noticed (and staying out of spam) isn’t easy. [ ![SIGN UP TO OUR NEWSLETTER](https://b2bgrowthco.com/wp-content/uploads/2024/10/SIGN-UP-TO-OUR-NEWSLETTER-1024x576.webp "SIGN UP TO OUR NEWSLETTER - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/newsletter/) ## 3. The Best Newsletter Approach? Do you have to choose between LinkedIn and email newsletters? Not at all. Why choose one when you can leverage both? A hybrid strategy is the real winner! Here’s how to do it: 1️⃣ **Start with LinkedIn** – Use LinkedIn newsletters to grow your audience quickly and get discovered. 2️⃣ **Drive Traffic to Your Email List** – Add a call-to-action in your LinkedIn newsletter encouraging people to sign up for your email. 3️⃣ **Repurpose Across Both** – Share key takeaways from your email newsletter on LinkedIn (and vice versa) to maximise reach. **Real Example:** One of my clients had 150,000 LinkedIn followers. They launched a LinkedIn newsletter and gained 25,000 subscribers overnight, which would take years to build via email. ## 4. Final Verdict: Which One Should You Choose? So, which is best for B2B? It depends on your goals. 🔵 **Team LinkedIn:** Want quick subscriber growth and discoverability? Start here. 🔴 **Team Email:** Want full control and better analytics? Build an email list. 🟢 **Team Hybrid:** Want the best of both worlds? Combine them for maximum results. For me, LinkedIn newsletters will remain a core part of my strategy, however, my email newsletter is an investment in my long-term business growth. Want insider tips and tailored coaching insights to elevate your LinkedIn game? [Join our Mailing List here](https://b2bgrowthco.com/newsletter/) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) Need help? [Book an intro call here](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). Follow [B2B GROWTH CO – Get Your Business Active on LinkedIn™️ for Growth](https://www.linkedin.com/company/b2b-growth-co/) for more LinkedIn tips and strategies. ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIHZpZXdCb3g9IjAgMCAxNiAxNiIgZmlsbD0ibm9uZSIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj4KPGcgY2xpcC1wYXRoPSJ1cmwoI2NsaXAwXzM0M18xMDA0KSI+CjxwYXRoIGZpbGwtcnVsZT0iZXZlbm9kZCIgY2xpcC1ydWxlPSJldmVub2RkIiBkPSJNMTUuMTY0MyAzLjIyMjc1QzE1LjQxMjYgMy40NzI1OSAxNS41OTA5IDMuNzgzMjYgMTUuNjgxMyA0LjEyMzY1QzE2LjAxNTkgNS4zODAwMSAxNi4wMTU5IDguMDAwMDEgMTYuMDE1OSA4LjAwMDAxQzE2LjAxNTkgOC4wMDAwMSAxNi4wMTU5IDEwLjYyIDE1LjY4MTMgMTEuODc2NEMxNS41OTA5IDEyLjIxNjggMTUuNDEyNiAxMi41Mjc0IDE1LjE2NDMgMTIuNzc3M0MxNC45MTYxIDEzLjAyNzEgMTQuNjA2NiAxMy4yMDc0IDE0LjI2NjggMTMuM0MxMy4wMTU5IDEzLjYzNjQgOC4wMTU4NyAxMy42MzY0IDguMDE1ODcgMTMuNjM2NEM4LjAxNTg3IDEzLjYzNjQgMy4wMTU4NyAxMy42MzY0IDEuNzY0OTYgMTMuM0MxLjQyNTE2IDEzLjIwNzQgMS4xMTU2NCAxMy4wMjcxIDAuODY3Mzk0IDEyLjc3NzNDMC42MTkxNDcgMTIuNTI3NCAwLjQ0MDg3MyAxMi4yMTY4IDAuMzUwNDE1IDExLjg3NjRDMC4wMTU4NjkyIDEwLjYyIDAuMDE1ODY5MSA4LjAwMDAxIDAuMDE1ODY5MSA4LjAwMDAxQzAuMDE1ODY5MSA4LjAwMDAxIDAuMDE1ODY5MiA1LjM4MDAxIDAuMzUwNDE1IDQuMTIzNjVDMC40NDA4NzMgMy43ODMyNiAwLjYxOTE0NyAzLjQ3MjU5IDAuODY3Mzk0IDMuMjIyNzVDMS4xMTU2NCAyLjk3MjkxIDEuNDI1MTYgMi43OTI2NSAxLjc2NDk2IDIuNzAwMDFDMy4wMTU4NyAyLjM2MzY1IDguMDE1ODcgMi4zNjM2NSA4LjAxNTg3IDIuMzYzNjVDOC4wMTU4NyAyLjM2MzY1IDEzLjAxNTkgMi4zNjM2NSAxNC4yNjY4IDIuNzAwMDFDMTQuNjA2NiAyLjc5MjY1IDE0LjkxNjEgMi45NzI5MSAxNS4xNjQzIDMuMjIyNzVaTTEwLjU2MTMgOC4wMDAwM0w2LjM3OTUyIDUuNjIwOTRWMTAuMzc5MUwxMC41NjEzIDguMDAwMDNaIiBmaWxsPSIjNDM0OTYwIi8+CjwvZz4KPGRlZnM+CjxjbGlwUGF0aCBpZD0iY2xpcDBfMzQzXzEwMDQiPgo8cmVjdCB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIGZpbGw9IndoaXRlIi8+CjwvY2xpcFBhdGg+CjwvZGVmcz4KPC9zdmc+Cg==) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Company Pages --- ### [LinkedIn Live Starter Guide for Businesses - Everything You Need to Know](https://b2bgrowthco.com/linkedin-live-starter-guide-business/) **Published:** May 1, 2022 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn Live guidance for B2B marketing teams — how to get started with live video, attract viewers and drive business outcomes. **Content:** LinkedIn Live events are a great way to connect with your Page Followers. It is an important tool in your content armoury that is a great way to really stand out. This being said, the same content ‘rules’ apply. You are creating content that speaks to your ideal client’s problems and how you solve them, i.e. add value. ## Select an Approved 3rd Party Streaming Service ## 1. Select an Approved Streaming Service The next step is to choose a streaming service as the broadcast is not done natively within LinkedIn at this stage. Approved Streaming Services – [StreamYard](http://www.streamyard.com/), [sociallive](https://www.socialive.us/), [Restream](https://restream.io/?utm_source=google&utm_medium=cpc&utm_campaign=Search_%2F_Competitor_Streamyard_%2F_Geo-7_v3c_(AL)&utm_campaignid=11197374606&utm_adgroup=Streamyard_Name&utm_adgroupid=115484891891&utm_content=467705713601&utm_term=streamyard&utm_device=c&utm_adposition=&gclid=CjwKCAjwlYCHBhAQEiwA4K21m2ebj0lOeSstIdisG_2ffuwOz8_o8cwFWKRic-zzemvepJjLAHiwtRoCWjsQAvD_BwE&utm_initial_referrer=https%3A%2F%2Fwww.google.com%2F), [Switcher Studio](https://www.switcherstudio.com/) or Vimeo. Other partners are being approved. Alternatively, those who want to connect directly to an encoder or streaming software like Zoom or WebEx. Full instructions – [Click here](https://www.linkedin.com/help/linkedin/answer/128901?src=li-other&veh=www.linkedin.com%7Cor-search&trk=sem_lms_gaw&mcid=6612464045041733644). > Using a streaming service will also allow you to broadcast to multiple locations at the same time eg YouTube, Facebook, Twitter etc B2B Growth Co recommends [StreamYard](https://streamyard.com?pal=4730601859186688 "Streamyard Link"). We have an affiliate link that will allow you to get a $10 credit. To take advantage, use this link – [$10 Savings Link](https://streamyard.com/?pal=4730601859186688). ## 2. Choose a location to stream to - LinkedIn Company Page or Employee Profile The next step is to choose a stream location. This is actually more important than you may think. Before we get lost in the tech side of things, we need to stop and think – what are your business goals for holding LinkedIn Live? Knowing your goals will make a choice obvious. E.g. brand awareness, grow an email list, build employee profile in the industry? For the purpose of this article, we will focus only on streaming to your LinkedIn Page. The process for Profiles will be very similar with only the destination set-up in step two being a different location. ## The Set-Up Process There are two official ways you can set up a LinkedIn Live Event for your Page. The first, and the one B2B Growth Co recommends is to create the event in LinkedIn and then link it on StreamYard. The second way is to create the event in StreamYard which will automatically create your LinkedIn Live Event and an Event post, which you will then need to edit. Let’s step through this process using LinkedIn to create the event and then linking it to Streamyard. This is the simplest way of creating the event as this avoids going back and forward between LinkedIn and Streamyard. Before doing this, you must select your Streaming plartform. We recommend Streamyard. ## 1. Register for Streamyard Head to [Streamyard](https://streamyard.com?pal=4730601859186688 "Streamyard Link") and register. The pricing ranges from a free account through to $40USD approx. We recommend starting with the free account to look around and see if the interface is intuitive for you. To be able to customise your branding for LinkedIn Live requires a paid account. ## 2. Add a Destination Select Destination from the left-hand menu. Then, a menu will appear below. Connect your various social accounts and channels. When you go live on LinkedIn, you can select other channels, including YouTube, Facebook, etc. ![LinkedIn Live StreamYard Destinations](https://b2bgrowthco.com/wp-content/uploads/2022/05/LinkedIn-Live-StreamYard-Destinations-1024x501.webp "LinkedIn Live StreamYard Destinations - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![Streamyard Adding Destinations](https://goodtradingco.com.au/wp-content/uploads/2022/05/Streamyard-Adding-Destinations.png) ## 3. Create Your Event on Your LinkedIn Company Page a) Click ‘+ Create’ blue button on the left side of your Page. b) Select ‘Create an event’ from the drop-down menu. ![LinkedIn Live Events New](https://b2bgrowthco.com/wp-content/uploads/2022/05/LinkedIn-Live-Events-New-1024x879.webp "LinkedIn Live Events New - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") c) Click ‘Upload cover Image’ The Image must have a 16:9 ratio. e.g. 1920 x 1080 pixels. Once uploaded, select ‘Apply’. ![LinkedIn Live Event Click Apply](https://b2bgrowthco.com/wp-content/uploads/2022/05/LinkedIn-Live-Event-Click-Apply-820x1024.webp "LinkedIn Live Event Click Apply - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") d) Select Event type ‘Online’. e) Click ‘Event format’ Select ‘LinkedIn Live’. f) Add ‘Event name’. g) Enter your relevant ‘timezone’ and ‘start date’. h) Select ‘Add end date and time’ and enter the relevant information. This gives attendees certainty around the time commitment required to attend this event. ![LinkedIn Live Event Details](https://b2bgrowthco.com/wp-content/uploads/2022/05/LinkedIn-Live-Event-Details-713x1024.webp "LinkedIn Live Event Details - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") i) Select ‘Use a LinkedIn registration form’ if you want a list of attendees. Note attendees can select whether or not they want to be contacted by you after the event. If you choose to use a LinkedIn registration form you must also include a link to your organisation’s Privacy Policy. This advises attendees on how you intend to use their information. j) Add the Event Description. **Be careful to include good information in the event description, as LinkedIn will create an automatic post once you finalise the event.** k) Tag Event Speakers (use ‘@’ and the person’s name). l) Once all the information has been included select ‘Next’ and you’ll be taken to the Post window. m) Write a few sentences to entice attendees to attend your event and Select ‘Post’. This will create a LinkedIn Post and include your Event details. ## 4. Link Your Event in Streamyard a) Click on ‘Create’ (blue button on left side of screen). b) Click “Live Stream”. ![LinkedIn Live Event - Create Live Stream In Streamyard](https://b2bgrowthco.com/wp-content/uploads/2022/05/LinkedIn-Live-Event-Create-Live-Stream-In-Streamyard-1024x742.webp "LinkedIn Live Event - Create Live Stream In Streamyard - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") c) Click on ‘Studio’ in Source d) Select ‘Destination’ where the LinkedIn Event was created (ie your Company Page). e) Click ‘Use an existing LinkedIn event’. This will automatically find the event that has already been created. f) Find the relevant Event and click on ‘Use selected event’. Once the Event is linked, it will appear in your Streamyard Events as shown below. ## Time to Enter the Studio - Set Up Before LinkedIn Live Broadcast B2B Growth Co recommends that you go in well in advance to set up your broadcast branding and details. Customising your branding and understanding how the controls work will take some time. ## Inviting Guest Speakers a) Click the 3 dots to see the drop-down menu. b) To invite your guest speaker, select – ‘Invite a Guest’. **We can’t stress enough that ‘Invite guests’ is only to be used for those that will be speakers and part of the Live Broadcast. It is NOT what you use to invite attendees.** ![LinkedIn Live Event - Invite Guests to Studio](https://b2bgrowthco.com/wp-content/uploads/2022/05/LinkedIn-Live-Event-Invite-Guests-to-Studio-1024x881.webp "LinkedIn Live Event - Invite Guests to Studio - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Set up Company Branding (available on paid Pro StreamYard subscription) There are plenty of options to set up a theme for your broadcast on the Pro Plan. If you use the free subscription, you will get the overlay from Streamyard and their logos. ![LinkedIn Live Event - Streamyard Branding](https://b2bgrowthco.com/wp-content/uploads/2022/05/LinkedIn-Live-Event-Streamyard-Branding.webp "LinkedIn Live Event - Streamyard Branding - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Banners You can set banners up that will display at the bottom (static) or ticker (move across) on the screen. These can be customised so use them as an opportunity for you to get an important message across. Good examples are asking for audience questions or comments, showing how the audience can follow your content, asking for audience locations etc. ## Invitation and Promotion are Keys to Success The more work you put in upfront to promote your LinkedIn Live the more successful it will be. Live Events can be scheduled in advance so take advantage of this. Get as many people clicking the “Attending” button as soon as you can. The more that people see others are attending the more inclined they are to attend. Each person on LinkedIn is limited to 1000 invites for events in any one week. This is in total and is across events if you have multiple. Getting key staff involved to invite their network will be important. Keep in mind many will watch on replay and not necessarily live. ## B2B Growth Co Going Live Tips! Whilst the audience is very forgiving and doesn’t expect perfection, it is important to realise there is no deleting this once you are going. What message do you want to portray to the audience? Not being prepared, starting late, bad sound or lighting, stumbling around does not create a good first impression. Practice behind the scenes so you know what you are doing. Choose your guests wisely. They too will reflect on your brand. Again preparation will be key. Today more than ever our time is precious. If your audience has given you their time, it is critical you return that time invested by giving value. At the time you go Live – LinkedIn will help promote by sending out to a % of your Page followers. LinkedIn Live is a fantastic tool for getting a connection to drive your brand and demand for your business when you invest the time upfront to ensure it runs smoothly and is a high-quality event. **If you would like more information on how to get the most out of your LinkedIn Page with an audit and strategy review don’t hesitate to reach out to michelle@b2bgrowthco.com** ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. Book a free intro call to discuss how best we can serve you [**here**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIHZpZXdCb3g9IjAgMCAxNiAxNiIgZmlsbD0ibm9uZSIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj4KPGcgY2xpcC1wYXRoPSJ1cmwoI2NsaXAwXzM0M185OTUpIj4KPHBhdGggZD0iTTE0LjgxNTYgMEgxLjE4MTI1QzAuNTI4MTI1IDAgMCAwLjUxNTYyNSAwIDEuMTUzMTNWMTQuODQzOEMwIDE1LjQ4MTMgMC41MjgxMjUgMTYgMS4xODEyNSAxNkgxNC44MTU2QzE1LjQ2ODggMTYgMTYgMTUuNDgxMyAxNiAxNC44NDY5VjEuMTUzMTNDMTYgMC41MTU2MjUgMTUuNDY4OCAwIDE0LjgxNTYgMFpNNC43NDY4NyAxMy42MzQ0SDIuMzcxODhWNS45OTY4N0g0Ljc0Njg3VjEzLjYzNDRaTTMuNTU5MzggNC45NTYyNUMyLjc5Njg4IDQuOTU2MjUgMi4xODEyNSA0LjM0MDYyIDIuMTgxMjUgMy41ODEyNUMyLjE4MTI1IDIuODIxODggMi43OTY4OCAyLjIwNjI1IDMuNTU5MzggMi4yMDYyNUM0LjMxODc1IDIuMjA2MjUgNC45MzQzNyAyLjgyMTg4IDQuOTM0MzcgMy41ODEyNUM0LjkzNDM3IDQuMzM3NSA0LjMxODc1IDQuOTU2MjUgMy41NTkzOCA0Ljk1NjI1Wk0xMy42MzQ0IDEzLjYzNDRIMTEuMjYyNVY5LjkyMTg4QzExLjI2MjUgOS4wMzc1IDExLjI0NjkgNy44OTY4NyAxMC4wMjgxIDcuODk2ODdDOC43OTM3NSA3Ljg5Njg3IDguNjA2MjUgOC44NjI1IDguNjA2MjUgOS44NTkzOFYxMy42MzQ0SDYuMjM3NVY1Ljk5Njg3SDguNTEyNVY3LjA0MDYzSDguNTQzNzVDOC44NTkzNyA2LjQ0MDYzIDkuNjM0MzggNS44MDYyNSAxMC43ODc1IDUuODA2MjVDMTMuMTkwNiA1LjgwNjI1IDEzLjYzNDQgNy4zODc1IDEzLjYzNDQgOS40NDM3NVYxMy42MzQ0VjEzLjYzNDRaIiBmaWxsPSIjNDM0OTYwIi8+CjwvZz4KPGRlZnM+CjxjbGlwUGF0aCBpZD0iY2xpcDBfMzQzXzk5NSI+CjxyZWN0IHdpZHRoPSIxNiIgaGVpZ2h0PSIxNiIgZmlsbD0id2hpdGUiLz4KPC9jbGlwUGF0aD4KPC9kZWZzPgo8L3N2Zz4K) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation --- ### [Affiliate & Referral Links](https://b2bgrowthco.com/affiliate-referral-links/) **Published:** December 28, 2021 **Author:** michelle@b2bgrowthco.com **Excerpt:** Discover a world of tools designed to elevate your online presence and streamline your workflow! From streaming your live events on major platforms with Streamyard to creating stunning graphics effortlessly with Canva, we have you covered. Explore the innovative Remarkable Discount for seamless note-taking and transcription, or enhance your podcasting experience with Descript's easy editing software. Plus, simplify scheduling with Calendly and build your dream podcast website using Podpage. Dive into our curated selection of affiliate and referral links to find the perfect solutions for your needs and take your projects to the next level! **Content:** **STREAMYARD –** Stream to all major platforms. We love using this for our LinkedIn Lives. [ Streamyard Referral Link ](https://streamyard.com?pal=4730601859186688) **CANVA –** All your graphic design needs with pre-made templates. [ Canva Referral Link ](https://www.canva.com/join/glimmer-protective-alfresco) **REMARKABLE DISCOUNT –** Electronic notebook and then some. Amazing to be able to search easily for my notes. Love being able to scribble and then convert to text, email, sign PDFs etc [ Remarkable Discount ](http://remarkable.com/referral/W85L-PKNE%20) **DESCRIPT –** Easy edit software for your podcast, video editing, screen recording and transcription.# Through the above article, https://www.swisswatch.is/product-category/richard-mille/rm-51-01/. we can recommend you the latest dresses.Shop dress in a variety of lengths, colors and styles for every occasion from your favorite brands. Try Descript today **CALENDLY –** Make booking with your prospects easy with this tool that integrates with your Calendar. [ Try Calendly today ](https://calendly.grsm.io/danxnopt9wcw) **PODPAGE –** get an amazing podcast website quickly and easily. [ Podpage Referral ](https://www.podpage.com/?via=michelle-raymond) ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIHZpZXdCb3g9IjAgMCAxNiAxNiIgZmlsbD0ibm9uZSIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj4KPGcgY2xpcC1wYXRoPSJ1cmwoI2NsaXAwXzM0M185OTUpIj4KPHBhdGggZD0iTTE0LjgxNTYgMEgxLjE4MTI1QzAuNTI4MTI1IDAgMCAwLjUxNTYyNSAwIDEuMTUzMTNWMTQuODQzOEMwIDE1LjQ4MTMgMC41MjgxMjUgMTYgMS4xODEyNSAxNkgxNC44MTU2QzE1LjQ2ODggMTYgMTYgMTUuNDgxMyAxNiAxNC44NDY5VjEuMTUzMTNDMTYgMC41MTU2MjUgMTUuNDY4OCAwIDE0LjgxNTYgMFpNNC43NDY4NyAxMy42MzQ0SDIuMzcxODhWNS45OTY4N0g0Ljc0Njg3VjEzLjYzNDRaTTMuNTU5MzggNC45NTYyNUMyLjc5Njg4IDQuOTU2MjUgMi4xODEyNSA0LjM0MDYyIDIuMTgxMjUgMy41ODEyNUMyLjE4MTI1IDIuODIxODggMi43OTY4OCAyLjIwNjI1IDMuNTU5MzggMi4yMDYyNUM0LjMxODc1IDIuMjA2MjUgNC45MzQzNyAyLjgyMTg4IDQuOTM0MzcgMy41ODEyNUM0LjkzNDM3IDQuMzM3NSA0LjMxODc1IDQuOTU2MjUgMy41NTkzOCA0Ljk1NjI1Wk0xMy42MzQ0IDEzLjYzNDRIMTEuMjYyNVY5LjkyMTg4QzExLjI2MjUgOS4wMzc1IDExLjI0NjkgNy44OTY4NyAxMC4wMjgxIDcuODk2ODdDOC43OTM3NSA3Ljg5Njg3IDguNjA2MjUgOC44NjI1IDguNjA2MjUgOS44NTkzOFYxMy42MzQ0SDYuMjM3NVY1Ljk5Njg3SDguNTEyNVY3LjA0MDYzSDguNTQzNzVDOC44NTkzNyA2LjQ0MDYzIDkuNjM0MzggNS44MDYyNSAxMC43ODc1IDUuODA2MjVDMTMuMTkwNiA1LjgwNjI1IDEzLjYzNDQgNy4zODc1IDEzLjYzNDQgOS40NDM3NVYxMy42MzQ0VjEzLjYzNDRaIiBmaWxsPSIjNDM0OTYwIi8+CjwvZz4KPGRlZnM+CjxjbGlwUGF0aCBpZD0iY2xpcDBfMzQzXzk5NSI+CjxyZWN0IHdpZHRoPSIxNiIgaGVpZ2h0PSIxNiIgZmlsbD0id2hpdGUiLz4KPC9jbGlwUGF0aD4KPC9kZWZzPgo8L3N2Zz4K) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts --- ### [What B2B Teams Should Do Now That LinkedIn Made Advocacy Harder](https://b2bgrowthco.com/linkedin-just-made-employee-advocacy-harder-for-2025/) **Published:** October 1, 2024 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn’s changes to employee advocacy in 2025 explained for B2B marketing and leadership teams, with insights on how to adapt. **Content:** This LinkedIn change had me shaking my head. On the one hand, the platform is being swamped with people promoting the benefits of employee advocacy (including me). Then LinkedIn announced that its tools that support employee advocacy are being discontinued. Yes really. In some ways, I totally understand, and in others, I’m shouting at the screen, nooooooooo don’t do it. I think if it were a new feature launched today, the uptake would be massive. Maybe it was just ahead of its time. But at the end of the day – it is what it is, and we must evolve if we want to grow our business. ***This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by*** [***Michelle J Raymond,***](https://www.linkedin.com/in/michellejraymond/) ***which goes into much more detail.*** - [Listen on Apple Podcast](https://podcasts.apple.com/us/podcast/linkedins-controversial-change-are-your-employee-advocacy/id1603908569?i=1000673208999) - [Watch on YouTube](https://youtu.be/ByOGGcK0bi8) Thanks to our podcast sponsor [Metricool.](https://i.mtr.cool/NEDXVZ) 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**](https://i.mtr.cool/NEDXVZ) ## What Were the My Company and Employee Advocacy Tabs on LinkedIn? The *My Company Tab* and *Employee Advocacy*tab have been key LinkedIn tools that allowed businesses to run employee advocacy programs directly on the platform. These features created a private mini-intranet within LinkedIn for teams to unite and support each other. It was only available to businesses with more than ten employees. However, as of November 2024, these tools will disappear. LinkedIn is moving its resources towards other priorities, especially those with a more AI-driven focus, leaving businesses scrambling to find alternatives. For all the details of this change – ![MY COMPANY TAB - WHAT IS IT](https://b2bgrowthco.com/wp-content/uploads/2024/10/MY-COMPANY-TAB-WHAT-IS-IT-783x1024.webp "MY COMPANY TAB - WHAT IS IT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") LinkedIn My Company Tab ## Why Did LinkedIn Remove the My Company and Employee Advocacy Tabs? The simple reason for these changes is that LinkedIn is shifting its focus, and employee advocacy tools no longer fit its AI-focused vision for the future. While this move makes sense from LinkedIn’s perspective, businesses relying on these free tools will feel the pinch. I do wonder if this will come back in a different paid version in the future. ![The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-LinkedIn-Branding-Book-Front-Cover-725x1024.webp "The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## LinkedIn My Company Tab Alternatives for Employee Advocacy in 2025 ### For Small Businesses: If you don’t have the budget to invest in costly employee advocacy tools, it’s time to go old-school. Tools like Slack or simple email notifications can inform employees about new content. Encouraging staff to share content manually might not be as streamlined, but it’s an effective stopgap. A basic Excel or Google Sheets system can help track participation and engagement. It’s not perfect, but with a bit of manual effort, you can still maintain a degree of employee advocacy without investing in expensive tools. ### For Larger Teams: Consider investing in gamified employee advocacy tools if your business has the budget. These platforms can incentivise employees to share company content by turning participation into a competition, offering rewards for engagement. However, you’ll need to ensure that these tools align with your brand and that their ROI justifies the cost. Wander through Kyoto’s bamboo groves, http://www.fakewatch.is/ where serenity meets breathtaking natural beauty. ## Is Employee Advocacy Still Worth It on LinkedIn? The benefits of employee advocacy are undeniable. Studies show that employees are **14 times more likely to share company-provided content** than create their own. This statistic alone demonstrates how crucial it is to keep employees active on LinkedIn in 2025, even if it takes more effort. Employee advocacy strengthens personal and employer brands, bringing a human face to your business. While LinkedIn may be moving away from built-in advocacy features, employee advocacy is more important than ever. You can still reap the benefits by maintaining active engagement with your team and encouraging them to share relevant content. ## Planning Your LinkedIn B2B Marketing Strategy for 2025: Don't Get Left Behind As we move into 2025, it’s clear that LinkedIn is evolving, and businesses must evolve with it. Whether you were using the *My Company* tab or not, it’s time to reassess how you’ll leverage your internal resources to achieve your business goals on LinkedIn. There’s no substitute for a well-thought-out LinkedIn strategy aligned with your business goals. Looking for help? [Book an intro call here](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). Follow [B2B GROWTH CO – Get Your Business Active on LinkedIn™️ for Growth](https://www.linkedin.com/company/b2b-growth-co/) for more LinkedIn tips and strategies. Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Tips --- ### [How to Plan Weeks of LinkedIn Content in 30 Minutes (No AI Shortcuts)](https://b2bgrowthco.com/secret-to-creating-weeks-of-linkedin-content-in-just-30-minutes/) **Published:** October 1, 2024 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn content planning guidance for B2B marketers — produce weeks of engaging content quickly and consistently. **Content:** Creating consistent and engaging LinkedIn content can feel overwhelming, especially for small marketing teams or solopreneurs. In this post, I’ll share my secret to producing weeks of content in just 30 minutes. Spoiler alert—it’s not AI! It’s LinkedIn Lives. ***This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by*** [***Michelle J Raymond,***](https://www.linkedin.com/in/michellejraymond/) ***which goes into much more detail.*** - [Listen on Apple Podcast](https://podcasts.apple.com/us/podcast/the-secret-to-creating-weeks-of-linkedin-content-in/id1603908569?i=1000672341232) - [Watch on YouTube](https://youtu.be/Pq0IWFxzbU8) Thanks to our podcast sponsor [Metricool.](https://i.mtr.cool/NEDXVZ) 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**](https://i.mtr.cool/NEDXVZ) ## 11 Reasons Why LinkedIn Live is My Favourite Content Format After years of experimenting, LinkedIn Live remains my top choice for content creation. Here are 11 reasons why: 1. **Enhanced Engagement**: Who doesn’t want more engagement? LinkedIn Lives allows real-time interaction, which increases visibility and trust. 2. **Increased Visibility**: The live format naturally boosts your reach, as LinkedIn promotes live content. 3. **Authentic Connections**: Build genuine relationships with your community by interacting live, not just through posts. 4. **Authority Building**: Demonstrate your expertise and become a go-to voice in your industry. 5. **Community Building**: Foster a sense of community by encouraging live discussions. 6. **Product Demos and Launches**: Showcase your products in real-time, making launches more engaging. 7. **Market Research**: Use live feedback to gauge interest and refine your offers. 8. **Networking Opportunities**: Both you and your audience benefit from the networking potential. 9. **Competitive Advantage**: So many businesses are not using this format—stand out! 10. **Brand Building**: Strengthen your brand by consistently showing up live. 11. **Content Expansion**: My personal favourite! You can repurpose a single LinkedIn Live into multiple content formats, saving time and maximising your reach. ![11 Reasons to Love LinkedIn Live](https://b2bgrowthco.com/wp-content/uploads/2024/10/11-Reasons-to-Love-LinkedIn-Live-1024x576.webp "11 Reasons to Love LinkedIn Live - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") 11 Reasons to Love LinkedIn LIve - B2B Growth Co ## The 6 W’s Framework for LinkedIn Lives My 6 W’s framework ensures you create impactful LinkedIn Live content efficiently: 1. **Who**: Start by defining your target audience. Everything should be tailored to their needs and preferences. 2. **What**: Clarify your message. Is it an interview, product launch, or Q&A? Knowing this will help you choose the right format. 3. **Where**: Decide whether to go live from your **Personal** or **Company Page**. Both have pros and cons, depending on your goals. 4. **When**: Choose a time that aligns with your audience’s availability. Consider whether you’ll go live weekly, monthly, or ad hoc. 5. **Why**: Be clear on the purpose. Is it brand awareness, lead generation, or community building? 6. **Why Not**: Always question if LinkedIn Live is the right format for your audience. Sometimes, short-form posts or newsletters might work better. ![B2B GROWTH CO LINKEDIN LIVE 6Ws](https://b2bgrowthco.com/wp-content/uploads/2024/10/B2B-GROWTH-CO-LINKEDIN-LIVE-6Ws-1024x576.webp "B2B GROWTH CO LINKEDIN LIVE 6Ws - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") B2B Growth Co - 6Ws to Plan a LinkedIn Live ## My 3 Favourite Tools to Maximise LinkedIn Live Content Creating content doesn’t have to be overwhelming, especially with these three tools that streamline the process: 1. [Descript](https://www.linkedin.com/company/descript/) : Upload your live videos, edit out the ‘ums’ and ‘ahs’, create transcripts, and even add subtitles—perfect for accessibility. **Try it out** [**here**](https://get.descript.com/yaifzvkdqkpc)**.** 2. [OpusClip](https://www.linkedin.com/company/opusclip/) : This tool is a game-changer for short-form video. It scans your 30-minute video and automatically finds the best 30-second or 60-second clips for platforms like LinkedIn, YouTube Shorts, and TikTok. **Try it out** [**here**](https://www.opus.pro/?via=b2bgrowthco)**.** 3. **ChatGPT/Copilot etc**: Repurpose the transcript from Descript into blog posts, newsletters, or even social media content. With these tools, even teams without dedicated video editors can generate high-quality, multi-format content in no time. ## From 30 Minutes to Weeks of Content: How It Works Imagine this: one well-structured, 30-minute LinkedIn Live can generate: - A long-form video for YouTube - Short-form clips for LinkedIn, TikTok, and YouTube Shorts - A podcast episode - Blog articles and LinkedIn newsletters - Multiple LinkedIn posts for personal and company pages With this approach, I typically have six weeks of content ready (thanks to [Liliane Abboud](https://www.linkedin.com/in/lilianeabboud1/) who has them all scheduled in [Metricool](https://i.mtr.cool/NEDXVZ)), all from a single live session. And the best part? No one on my team is a professional video editor, and you don’t have to be either! ![LinkedIn Live Content Expansion](https://b2bgrowthco.com/wp-content/uploads/2024/10/LinkedIn-Live-Content-Expansion-1024x576.webp "LinkedIn Live Content Expansion - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Content Expansion Plan from LinkedIn Live - B2B Growth Co ## Final Thoughts LinkedIn Lives is the ultimate content format that saves time and effort while keeping your audience engaged. Using my 11 reasons, 6 W’s framework, and favourite tools, you can streamline your content creation process and stay ahead of the competition. **If you need help, why not book a Power Hour Session with me? Then we can plan your successful LinkedIn Live event together!** [Book an intro call here](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). Follow [B2B GROWTH CO – Get Your Business Active on LinkedIn™️ for Growth](https://www.linkedin.com/company/b2b-growth-co/) for more LinkedIn tips and strategies. Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Tips --- ### [Create LinkedIn Content That Performs in 2025 — Practical Tips](https://b2bgrowthco.com/what-content-works-best-on-linkedin-2025/) **Published:** October 30, 2024 **Author:** michelle@b2bgrowthco.com **Excerpt:** Discover what content works best on LinkedIn in 2025 — practical insights and top-performing formats B2B marketers can use to drive engagement, visibility and growth. **Content:** If you want your LinkedIn content to be seen by more people in 2025, read on. As LinkedIn grows its membership numbers, competition for attention becomes more fierce. For B2B marketers, it will be the year that every little win will compound over time. Let’s look at practical tactics you can apply to your personal and company page content. ***This article is inspired by the recent Social Media for B2B Growth Podcast episode hosted by*** [***Michelle J Raymond.***](https://www.linkedin.com/in/michellejraymond/) - [Listen on Apple Podcast](https://podcasts.apple.com/us/podcast/what-content-works-best-on-linkedin-learn-how-to-get/id1603908569?i=1000675811945) - [Watch on YouTube](https://www.youtube.com/watch?v=Fl_pbqfix0o) Thanks to our podcast sponsor [Metricool.](https://i.mtr.cool/NEDXVZ) 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**](https://i.mtr.cool/NEDXVZ) ## 1. Focus on Educational Content That Adds Value When people come to LinkedIn, they’re hungry for knowledge. LinkedIn’s algorithm rewards educational posts that share knowledge and spark conversation. - **Share Practical Tips**: Your audience wants insights they can apply immediately. Think checklists, quick advice, or “how-to” guides. - **Stick to Your Niche**: Building trust is about consistency. Stay on topic so people know what to expect from you. > “Sharing knowledge is a privilege. Use it to help your audience get closer to their goals.” ### [LinkedIn Changed Its Algorithms — Here’s How Your Posts Will Get More Attention Now](https://www.entrepreneur.com/science-technology/linkedin-changed-its-algorithms-heres-how-your-posts/454728) ## 2. Connect Through Personal Stories and Experiences In a world of AI-generated content, authenticity is your secret weapon. Personal stories add depth to your content and make it relatable. - **Show the Real You**: Share stories from your journey, including the mistakes. People appreciate knowing you’re just like them, learning along the way. - **Build Trust through Honesty**: Share your experiences, not just polished success stories. This approach connects you with people on a human level. > “AI might be here to stay, but nothing beats the power of a genuine story or sharing your experience.” > > Michelle J Raymond ## 3. Explore Different Content Formats LinkedIn’s feed is packed, and different people engage with different formats. Mixing it up keeps things fresh and engaging for your audience. - **Use Text, Images, and Video**: Try everything—text posts, visuals, and short videos. Not everyone learns the same way, so cover your bases. - **Leverage LinkedIn Polls**: Polls are interactive and easy to engage with. Keep questions simple and limit options for maximum response. > “Polls aren’t just for engagement—they’re mini market research tools!” > > Michelle J Raymond ![Polls Screenshot](https://b2bgrowthco.com/wp-content/uploads/2024/10/Polls.webp "Polls Screenshot - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") LinkedIn Poll ## 4. Use Thought Leadership Content to Drive Engagement Stand out as a go-to voice in your field. Thought leadership content builds authority and encourages people to look to you for answers. - **Launch a LinkedIn Newsletter**: Consistent newsletters build a loyal subscriber base. Plus, they show up in Google searches, boosting your visibility. - **Be Consistent and Relevant**: A newsletter lets you go deeper on topics your audience cares about, helping them make smarter decisions. > “If you haven’t started a newsletter, now’s the time. Subscribers are your way to create your workaround to a crowded feed.” > > Michelle J Raymond ![LinkedIn Newsletter - Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2024/10/LinkedIn-Newsletter-Michelle-J-Raymond-837x1024.webp "LinkedIn Newsletter - Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## 5. Create Engaging Visuals to Stop the Scroll Think about how fast you scroll through LinkedIn’s home feed. With the fast-moving feed, visuals must work hard to catch attention. You want to find a way for your visual brand to be distinctive and memorable. - **Keep It On-Brand**: Use colours and images that are instantly recognisable to your followers. - **Try Pattern Disrupts**: If you usually post colourful photos, a black-and-white shot can stop scrollers in their tracks. Don’t be afraid to mix it up. > “It doesn’t have to be professional—just memorable. Embrace what makes your brand unique!” > > Michelle J Raymond ![Pattern Interrupt - LinkedIn Content - Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2024/10/Pattern-Interrupt-LinkedIn-Content-Michelle-J-Raymond-1024x626.webp "Pattern Interrupt - LinkedIn Content - Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## 6. Perfect the Hook and Call-to-Action (CTA) for Every Post What are the two most important parts of your post? The first and last lines. Your opening hook draws readers in, and your CTA invites them to join the conversation. - **Lead with a Strong Hook**: Make the first line punchy and intriguing so people click “See more.” - **End with a Simple CTA**: Ask a question to spark engagement, like “What’s your best tip for LinkedIn success?” > “A great post leaves the reader wanting more and ready to engage.” > > Michelle J Raymond ## 7. Be in Service of Your Audience LinkedIn isn’t just a platform; it’s a community. Keep your audience’s needs front and centre, and they’ll keep coming back. - **Offer Content That Helps**: From sharing toolkits to summarising industry trends, offer resources your audience finds useful. - **Make Them the Hero**: Frame your posts around helping your audience succeed, not just showcasing your expertise. > “There’s no better way to stand out than by being in service of your audience’s success.” > > Michelle J Raymond By following these tips, you’ll be ready to make an impact in 2025 with LinkedIn content that gets seen, engages, and builds trust. Ready to take the next step? Let’s make it a great year on LinkedIn. Need help? [Book an intro call here](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). Follow [B2B GROWTH CO – Get Your Business Active on LinkedIn™️ for Growth](https://www.linkedin.com/company/b2b-growth-co/) for more LinkedIn tips and strategies. Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Tips --- ### [Why No One Engages with Your LinkedIn Content — And How to Get More Impressions](https://b2bgrowthco.com/why-no-one-engages-with-your-linkedin-content/) **Published:** May 30, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** Explore common reasons your LinkedIn content isn’t generating engagement — and practical tips for B2B marketers to improve visibility, interaction and audience resonance. **Content:** You’re posting. You’re showing up. You’re ticking every box. But your engagement is still flat. Why? It’s time for a little tough love – your audience doesn’t care about you. **Yet!** Good news is it’s fixable and I’m here to share the solution with you. This article is inspired by the recent episode of the [Social Media for B2B Growth Podcast](https://socialmediaforb2bgrowthpodcast.com/) hosted by [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/). If you want to know all the details invest under 20 mins and listen or watch the episode. [Listen on Apple Podcasts.](https://podcasts.apple.com/us/podcast/why-no-one-engages-with-your-linkedin-content-do-this/id1603908569?i=1000704438285) ## 1. Why your LinkedIn content isn’t landing Here’s the brutal truth: most B2B content fails because it’s self-absorbed. There I said it! It talks about the business, the product, the team, the awards, it’s full of corporate jargon. Pretty much everything except your target audience. Your target audience is busy. Stressed. Overwhelmed. They don’t have time to decode a jargon-filled post. And they definitely don’t have the patience to engage with something that doesn’t help them in any way. If your engagement is low, it’s not just the algorithm’s fault. Your post may not be shown to as many people but the lack of engagement can often be your audience giving you feedback that your content feels like a broadcast, not a conversation. ## 2. Empathy is your superpower If self-absorption is the problem, empathy is the fix. Empathy means understanding what your audience’s day is really like. What challenges are they facing? What KPIs are they under pressure to hit? What do they need help with right now? When you take the time to really think about that and create content that speaks to it, you immediately stand out. Instead of talking *at* people, you’re now inviting them into a conversation. You make them feel seen and understood. And that’s where true connection (and engagement) starts. ## 3. The R.A.T.E Framework: Your content self-audit Want to know if your content is on track? I created the **R.A.T.E Framework** to make it easy to check. ✅ **R – Relevant** Is this content helpful to your target audience? Does it meet them where they’re at? ✅ **A – Authentic** Does it sound like you (or your brand)? Is it easy to understand and free of unnecessary jargon? ✅ **T – Thought Leadership** Are you sharing your opinion or unique perspective? Are you guiding your audience based on your experience? ✅ **E – Empathy** Do you show that you understand what life is like for your audience? Use this as a checklist on your last 5–10 posts. If most of them tick these boxes, you’re on the right track. ## 4. Real talk: Nobody wants to hear a pitch Imagine meeting someone at a networking event who only talks about themselves. “I wrote a book. I went on a world tour. I’m amazing.” That’s the same energy a lot of LinkedIn content gives off, and why people scroll on by. Instead, make your audience the hero. Make your content about *them.* Their wins, their struggles, their goals. When you do that, your posts will stop getting ignored and start getting results. ## Final thoughts: Don’t blame the algorithm If your reach is down, look at your content before blaming the algorithm. The good news is you can control what you post and simple tweaks using the R.A.T.E framework can make a huge difference. Empathy always wins. When you lead with it, your content becomes magnetic because it’s relatable. And if you need help making the switch, I offer a [Power Hour session](https://b2bgrowthco.com/services/) where I’ll audit your content and help you shift from “all about us” to “in service of our audience.” 😀 Because when your content connects, your business grows. Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) PS Want to hear my LinkedIn updates first? Subscribe to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1764-LowSq.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Tips --- ### [Sell More By Writing Better LinkedIn DMs People Want To Read](https://b2bgrowthco.com/sell-more-by-writing-better-linkedin-dms-people-want-to-read/) **Published:** August 26, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn DM writing strategies for B2B marketers — practical ways to boost engagement and convert conversations into opportunities. **Content:** Hands up if you’ve ever opened a LinkedIn DM and instantly rolled your eyes. Yep, me too. Now keep that hand up if you’ve ever sent one of those messages yourself. Ouch, right? LinkedIn is one of the most powerful networking platforms we have. Yet the thing that’s driving people bananas right now isn’t the algorithm, or the automated comments, it’s the cringeworthy DMs. Those lazy, cut-and-paste messages that feel like they’re hunting you down instead of starting a conversation. The truth is, DMs can be incredible when they’re done right. They can open doors, build trust, and lead to opportunities that never would have happened otherwise. Done badly, they’ll kill your credibility before you’ve even had a chance. **This article is inspired by the recent episode of the** [**Social Media for B2B Growth Podcast**](https://socialmediaforb2bgrowthpodcast.com/) **hosted by** [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/)**, which discusses this topic in more detail.** [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/how-to-write-better-linkedin-dms-people-want-to-read/id1603908569?i=1000724611377) ## Why Most DMs Fail If I had to boil it down to one word, it’s this: **rushing**. Too many people connect and instantly pitch. That’s what we call the “pitch slap.” You accept someone’s connection, and boom, they’re in your inbox asking you to buy something, book a call, or download a PDF you never wanted. Here’s what happens when you rush: - You skip rapport building - You don’t check if the person is even the right decision-maker - You don’t find out if there’s a genuine opportunity - You show zero curiosity about the human being on the other side And the result? The person feels like they’re being hunted. That’s not networking. As [Liliane Abboud ](https://www.linkedin.com/in/lilianeabboud1/)says, “they can smell your desperation.” I get that most people don’t set out to come across that way, but intent doesn’t change impact. If you rush, your message gets ignored. And after hundreds of these a week, people are over it. ## The Dinner Party Analogy I thought it might be fun to continue the analogy that [Tyrona (Ty) Heath](https://www.linkedin.com/in/tyronaheath/) started on my podcast recently. If your LinkedIn profile is the front door and your company page is the living room, then the LinkedIn DMs are your dinner party. (Catch the episode [here](https://socialmediaforb2bgrowthpodcast.com/episode/how-to-build-a-b2b-brand-buyers-remember-with-ty-heath-linkedin) if you missed it.) Imagine you’re hosting a dinner party. Your guest walks in the door. What do you do? You greet them, offer them a drink, and have some light chitchat. Then comes the entrée (starter), a chance to get to know them a little better. Only when you’re sitting down for the main course do you go deeper into meaningful conversation. Now imagine doing the opposite. You grab them at the door, throw dessert in their face, and push them back out again. That’s what most LinkedIn DMs feel like. Too fast, too forceful, too focused on what you want. If you want to stand out, treat your DMs like a dinner party. Welcome, people. Build rapport and take your time. ![DARE TO BE DIFFERENT - MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/05/DARE-TO-BE-DIFFERENT-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-575x1024.webp "DARE TO BE DIFFERENT - MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## The C.A.R.E Framework To help you slow down, I built the **C.A.R.E framework**. It’s a simple way to check your message before you hit send. - **C – Context:** Be upfront about why you’re reaching out. Keep it light. No life story, no hard sell. Just give the person a reason you’re in their inbox. - **A – Ask:** Make the ask small. You haven’t earned the right to big favours yet. A question, a comment on their content, or something light is enough. - **R – Relatability:** Find common ground. Did you notice a shared connection? A university in common? Something interesting in their content? Show you’ve done your homework. - **E – Empathy:** Put yourself in their shoes. What goals, KPIs, or challenges might they be working on? Respect their time, and think about what would make this message valuable for them. If your DM doesn’t tick these four boxes, go back and rewrite it. **Most of all SLOW DOWN!** ### Why Slowing Down Wins I get it. You want leads. You’ve got targets. You’ve got a business to grow. But here’s the thing: rushing actually slows you down in the long run. Slowing down builds trust faster. You uncover more genuine opportunities and you gain valuable market intelligence, like: - Who they work with - What challenges they’re facing - When contracts are coming up for renewal - Who else is involved in decisions Even if the timing isn’t right today, you’ve built a foundation you can come back to later. And this is where you can do things others won’t. While everyone else is spamming inboxes with desperate, cookie-cutter templates, you’re standing out as someone who listens, respects, and actually cares. ### Your Challenge This Week Make this the week you do things differently on LinkedIn. Time to slow down. - If you’ve been firing off bulk DMs, stop. - If you’ve been waiting for a “perfect” template, let it go. - Instead, pick one or two people you genuinely want to connect with and start a conversation using the C.A.R.E framework. Notice how different it feels. Notice how people respond. And then come and tell me on LinkedIn how it worked for you. ![MICHELLE J RAYMOND - LINKEDIN EXPERT SPEAKER](https://b2bgrowthco.com/wp-content/uploads/2025/08/STAND-OUT-FROM-THE-CROWD-MICHELLE-J-RAYMOND-LINKED-SUMMIT-1024x683.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT SPEAKER - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Find a way to stand out in the crowd! Shout out to all my friends from Linked Summit - Denmark ### Final Thoughts LinkedIn DMs aren’t the problem. It’s the way they’re being used that’s broken. When you treat DMs as a chance to connect, not just convert, everything changes. Be curious. Build rapport. Take your time. Remember, do the things others won’t, and you’ll be the one who wins. **Want to work with me? Book a time here –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1764-LowSq.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Tips --- ### [How to Use LinkedIn Analytics to Work Smarter, Not Harder](https://b2bgrowthco.com/use-linkedin-analytics-to-work-smarter-not-harder/) **Published:** July 10, 2024 **Author:** michelle@b2bgrowthco.com **Excerpt:** A practical guide to using LinkedIn analytics to work smarter, not harder — how B2B marketers can use data insights to make better decisions, refine content and improve performance. **Content:** We’re halfway through the year, making it an ideal time to evaluate our LinkedIn strategy and performance. In this article, we’ll uncover how LinkedIn Analytics can reveal powerful insights to build a strategic community, boost your engagement, and drive business growth. It’s based on my recent episode of the [Social Media for B2B Growth Podcast](https://www.linkedin.com/showcase/social-media-for-b2b-growth-podcast/) “[**Dominate LinkedIn Using Advanced Analytics**](https://podcasts.apple.com/us/podcast/dominate-linkedin-using-advanced-analytics/id1603908569?i=1000661026716)**.**“ ## Why I Embraced LinkedIn Analytics Once upon a time, I thought LinkedIn analytics were an absolute snooze fest. In fact, during a job application process, an aptitude test revealed that while my maths skills were high, my personality showed an extreme dislike for data and analytics. The hiring team was puzzled, but I explained, “Just because I can do it doesn’t mean I like it.” What changed? Simply put, I want to ensure that the activities I engage in will pay off in the long run. I don’t have the time or resources to get things wrong and drift off course. Embracing LinkedIn Analytics has helped me work smarter, not harder. ## The Pitfall of LinkedIn Post Impressions A common mistake with analytics is focusing too much on post impressions. This metric can be misleading and a fast track to giving up, especially if you analyse it on a post-by-post basis. It is like judging a book by each word, each sentence, and each paragraph rather than the whole story. Think of your LinkedIn posts as adding up to a story for your brand. > > "Impressions are the number of times your posts were seen on LinkedIn. This number is an estimate and may not be precise." LinkedIn. > > John Doe It’s important to note upfront that post impressions do not mean that anyone read the post, interacted with it, or even slowed down enough to take notice—just that it was on a screen. Impressions are just one metric of many, and often, the factors that impact these numbers are out of our control. ***Many ignore other demographics that are far more important to look at first, and we will discuss these later in the article.*** ## The Importance of Comprehensive Analytics LinkedIn provides the tools you need to make simple checks to ensure you’re on the right track. This goes beyond post impressions, allowing you to measure the effectiveness of your strategy comprehensively. By using LinkedIn Analytics for both Company Pages and Profiles, you can get a clear picture of your performance over time and adjust your tactics accordingly. ## Where to Find Your LinkedIn Analytics **Company Page Analytics** For LinkedIn Company Pages, go to the Page Admin view and explore two areas: 1\. **Track Performance**: This quick overview in the new Page Admin dashboard includes Search Appearances, Page Visitors, New Followers, and Post Impressions. ![Track Performance](https://b2bgrowthco.com/wp-content/uploads/2024/04/Track-Performance.webp "Track Performance - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") **2. Detailed Analytics:** Go to Page Admin view, and they can be found in the left-hand menu under “Analytics.” This section includes page analytics for your Content, Visitors, Followers, Leads, Newsletters, and Competitors. ![Analytics](https://b2bgrowthco.com/wp-content/uploads/2024/04/Analytics.webp "Analytics - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### LinkedIn Profile Analytics For LinkedIn Profiles, expand the “Analytics” panel at the top of your profile to show all analytics. ![Analytics 2](https://b2bgrowthco.com/wp-content/uploads/2024/04/Analytics-2-1024x271.webp "Analytics 2 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Click around to explore all available options, which may vary depending on whether you have a paid or free account. Analytics include Post Impressions, Followers, Profile Viewers, Search Appearances, and Newsletter metrics. ## Change the Time Frame to Look for Long Term Trends The thing with analytics is that the time frame you choose can really influence the results you see. The good news is that you can adjust the time frames for your analytics, offering different insights over periods other than the standard 7 days, e.g. 14 days, 28 days, 90 days, 365 days, or custom ranges. For example, a dip in engagement over a 7-day period might seem alarming, but a 90-day trend can provide a clearer picture of your overall performance. Look at the example below, which is taken from my own account. Over the 7-day period, it looks like the content is not performing, but over the year, it is showing super impressive growth (despite all the bad news you here on LinkedIn reach is down). ![Content Performance](https://b2bgrowthco.com/wp-content/uploads/2024/04/Content-Performance-1024x534.webp "Content Performance - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Performance over 7 days ![Content Performance 2 856K](https://b2bgrowthco.com/wp-content/uploads/2024/04/Content-Performance-2-865K-1024x525.webp "Content Performance 2 856K - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Performance over 365 days I recommend zooming out to the longer time frames as nothing on LinkedIn happens quickly, and there is often a lag from action to impact. ## Focus on Community Building Analytics First When you look beyond Post Impressions and explore analytics deeper, use can use them to help you determine whether you are building the right community and whether your LinkedIn activities resonate with that community. Focus on demographic analytics like job titles, companies, and industries of your profile viewers and search appearances. For Company Pages, look at visitor and follower highlights, including job function, company size, industry, location, and seniority. The information shown in the demographics should align with your ideal customer profile. > If, when you look at the analytics, you discover that you have the wrong audience, it is important to do a strategic campaign to connect proactively or invite page followers who fit the profile of your target audience. > > John Doe ## Measuring LinkedIn Engagement A surefire way to boost your LinkedIn engagement is first to build the right audience and second to create content that resonates with them. Engagement rates, including reactions, comments, and reposts, are crucial. They indicate that your audience finds your content valuable and is actively participating. This engagement helps the LinkedIn algorithm prioritise your content, keeping people on the platform and boosting your visibility. If you were to only focus on reviewing post impressions you might not realise that you have the wrong audience. ## Using Tools to Simplify Analytics While LinkedIn provides basic analytics, tools like [Metricool](https://i.mtr.cool/WSGMKZ) offer more comprehensive and automated reporting across all social media platforms. [Metricool](https://www.linkedin.com/company/metricool/)allows for easier comparison and trend analysis, making it a valuable asset for social media managers and businesses. Use code MICHELLE30 to trial one of their premium plans for 30 days for FREE. Click [here](https://i.mtr.cool/NEDXVZ). (NB Metricool currently does not provide analytics for LinkedIn Personal Accounts; this feature is on its roadmap for the near future.) ![Metricool](https://b2bgrowthco.com/wp-content/uploads/2024/04/Metricool-1024x575.webp "Metricool - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Metricool Analytics Reporting ## Actionable Insights to Work Smarter 1\. **Review Demographics**: Analyse the demographics of your Profile and Page visitors to ensure they align with your target audience. If not, adjust your LinkedIn strategy to connect with more relevant people. 2\. **Analyse Content Performance**: Look at your top-performing content to identify themes and trends. Exclude one-offs and focus on consistent performers. Most importantly – what can you learn? 3\. **Adjust Your Strategy**: If engagement is dropping, review your approach. Don’t give up just because “reach is down on LinkedIn.” Instead, follow a structured framework to drive up engagement. That’s what our [B2B G.R.O.W.T.H](https://b2bgrowthco.com/growth-masterclass/) framework gives clients. ## LinkedIn Analytics Wrap-Up Although I personally don’t enjoy analysing numbers and data, I am 100% committed to using analytics to grow my business and help my clients. The ultimate measure is the number of intro calls I have each week. If people are reaching out to discover how we can work together, I know my strategy is working, and the dollars will follow. If you haven’t been receiving leads from your ideal customers, your audience has spoken. Use analytics to discover what’s broken. If you get stuck, reach out and [book an intro call](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) with me to discuss how I can help. Remember, the goal is to build a strategic B2B community for your brand. Cheers! [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Tips --- ### [How to Win More Business with LinkedIn Thought Leadership](https://b2bgrowthco.com/win-more-business-through-linkedin-thought-leadership/) **Published:** July 10, 2024 **Author:** michelle@b2bgrowthco.com **Excerpt:** Learn how to win more business through LinkedIn thought leadership — practical strategies to position your voice, build authority and attract opportunities on the platform. **Content:** Just like the buzz around personal branding in 2021, thought leadership is now a hot topic in 2024. However, posting lots of random content doesn’t make you a thought leader. Let’s explore how you can genuinely leverage LinkedIn to position yourself or your brand as a thought leader and get more opportunities for business growth. ## What is Thought Leadership? I couldn’t find a universally agreed-upon definition of thought leadership. But my favourite definition always comes from [Ashley Faus](https://www.linkedin.com/in/ashleyfaus/), who was a guest on the [Social Media for B2B Growth Podcast](https://www.linkedin.com/showcase/social-media-for-b2b-growth-podcast/): “[HAVE THOUGHTS – BE A LEADER”.](https://youtube.com/clip/UgkxRIKoBGHOD0YgCVXorOQTBuceQAvmCpbv?si=dPrejVbXOsvuqtL3) It might seem obvious, but when you break it down, thought leadership has two different components. Often, it is just dumbed down to being seen as the amount of content that someone posts on LinkedIn. It’s also the popular opinion that only individuals can be thought leaders, and this simply isn’t true. Brands can excel at this just as much as individuals, if not better, due to their access to more resources and varied expertise. Thanks to our podcast sponsor [Metricool.](https://i.mtr.cool/NEDXVZ) 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**](https://i.mtr.cool/NEDXVZ) > ## Why is Thought Leadership Important for B2B Growth? In an age where information is readily available, being a thought leader helps influence buying decisions and secure business opportunities. This is why thought leadership isn’t just about content; it’s about building trust and credibility. > "Over 55% of decision-makers in the B2B space said that strong thought leadership directly led them to award business to a company." 2024 Edelman Thought Leadership Impact Report Read the full report below for lots of great insights. [ ![2024 B2B Thought Leadership Impact Report](https://b2bgrowthco.com/wp-content/uploads/2024/07/LinkedIn-Thought-Leadership-July-2024-1024x590.webp "2024 B2B Thought Leadership Impact Report - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.edelman.com/expertise/Business-Marketing/2024-b2b-thought-leadership-report) 2024 B2B Thought Leadership Impact Report #### Leveraging LinkedIn for Thought Leadership To truly leverage LinkedIn for thought leadership, focus on three key areas: your profile (or company page), content strategy, and community engagement. #### 1. Optimising Your LinkedIn Profile or Company Page Your LinkedIn Profile or Company Page is the cornerstone of your online presence. It’s crucial that it reflects your expertise and credibility. By optimising your LinkedIn Profile, you will also maximise your search appearances on LinkedIn. - **Profile Completeness**: Ensure your profile or company page is fully updated. This includes a compelling headline, a professional banner, detailed work experience, and relevant certifications. - **Brand Consistency**: Your profile should align with your personal brand or company brand strategy. - **Up-to-date Information**: Regularly update these to showcase recent achievements and maintain relevance. [ ![LinkedIn Profile Writing](https://b2bgrowthco.com/wp-content/uploads/2024/07/LinkedIn-Profile-Writing-1024x576.webp "LinkedIn Profile Writing - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-profile-writing/) Need help updating your LinkedIn Profile? #### 2. Crafting a Strategic Content Plan Posting frequently is not enough to establish thought leadership. Your content must be strategic, original, and varied in format. - **Originality**: Share your unique insights on industry trends and news. Don’t just repeat what others are saying; offer your perspective. - **Consistency**: Maintain a regular posting schedule. Consistency over time is key to being recognised as a thought leader. - **Variety**: Use different content formats, including articles, videos, and infographics, to engage your audience. #### 3. Engaging with Your Community Building a community is as crucial as creating content. Engage actively with your audience to build relationships and foster trust. - **Conversations**: Participate in industry discussions, comment on relevant posts, and respond to comments on your content. - **Events**: Host LinkedIn Lives or Audio Rooms to engage directly with your audience and drive conversations. - **Networking**: Regularly connect with new people in your industry to expand your reach and influence. ## Measuring Success with LinkedIn Analytics Tracking your progress is essential to ensure you’re on the right path to thought leadership. - **Demographic Analytics**: Understand your audience’s demographics, location, and industry affiliations. - **Engagement Metrics**: Monitor post impressions, engagement rates, and follower growth to gauge the impact of your content. - **Conversion Metrics**: Track how many leads or business opportunities your thought leadership efforts are generating. For more detailed insights, check out my recent podcast episode on LinkedIn Analytics [here](https://podcasts.apple.com/us/podcast/win-more-business-through-linkedin-thought-leadership/id1603908569?i=1000661684441). ## Thought Leadership Requires a Strategy Becoming a thought leader on LinkedIn requires a strategic approach. It’s about more than just posting content; it’s about creating value, engaging with your community, and consistently presenting yourself or your brand as a knowledgeable and trustworthy leader in your field. If you’re feeling overwhelmed or unsure where to start, I’m here to help. Together, we can craft a strategy to leverage LinkedIn’s full potential, build a powerful community, and establish you and your business as a thought leader. By following these steps, you can transform your LinkedIn presence and win more business through thought leadership. Remember, it’s not just about the content you post! Start today and watch your influence grow! Book a call – Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIHZpZXdCb3g9IjAgMCAxNiAxNiIgZmlsbD0ibm9uZSIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj4KPGcgY2xpcC1wYXRoPSJ1cmwoI2NsaXAwXzM0M185OTUpIj4KPHBhdGggZD0iTTE0LjgxNTYgMEgxLjE4MTI1QzAuNTI4MTI1IDAgMCAwLjUxNTYyNSAwIDEuMTUzMTNWMTQuODQzOEMwIDE1LjQ4MTMgMC41MjgxMjUgMTYgMS4xODEyNSAxNkgxNC44MTU2QzE1LjQ2ODggMTYgMTYgMTUuNDgxMyAxNiAxNC44NDY5VjEuMTUzMTNDMTYgMC41MTU2MjUgMTUuNDY4OCAwIDE0LjgxNTYgMFpNNC43NDY4NyAxMy42MzQ0SDIuMzcxODhWNS45OTY4N0g0Ljc0Njg3VjEzLjYzNDRaTTMuNTU5MzggNC45NTYyNUMyLjc5Njg4IDQuOTU2MjUgMi4xODEyNSA0LjM0MDYyIDIuMTgxMjUgMy41ODEyNUMyLjE4MTI1IDIuODIxODggMi43OTY4OCAyLjIwNjI1IDMuNTU5MzggMi4yMDYyNUM0LjMxODc1IDIuMjA2MjUgNC45MzQzNyAyLjgyMTg4IDQuOTM0MzcgMy41ODEyNUM0LjkzNDM3IDQuMzM3NSA0LjMxODc1IDQuOTU2MjUgMy41NTkzOCA0Ljk1NjI1Wk0xMy42MzQ0IDEzLjYzNDRIMTEuMjYyNVY5LjkyMTg4QzExLjI2MjUgOS4wMzc1IDExLjI0NjkgNy44OTY4NyAxMC4wMjgxIDcuODk2ODdDOC43OTM3NSA3Ljg5Njg3IDguNjA2MjUgOC44NjI1IDguNjA2MjUgOS44NTkzOFYxMy42MzQ0SDYuMjM3NVY1Ljk5Njg3SDguNTEyNVY3LjA0MDYzSDguNTQzNzVDOC44NTkzNyA2LjQ0MDYzIDkuNjM0MzggNS44MDYyNSAxMC43ODc1IDUuODA2MjVDMTMuMTkwNiA1LjgwNjI1IDEzLjYzNDQgNy4zODc1IDEzLjYzNDQgOS40NDM3NVYxMy42MzQ0VjEzLjYzNDRaIiBmaWxsPSIjNDM0OTYwIi8+CjwvZz4KPGRlZnM+CjxjbGlwUGF0aCBpZD0iY2xpcDBfMzQzXzk5NSI+CjxyZWN0IHdpZHRoPSIxNiIgaGVpZ2h0PSIxNiIgZmlsbD0id2hpdGUiLz4KPC9jbGlwUGF0aD4KPC9kZWZzPgo8L3N2Zz4K) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Tips --- ### [How to Find Ideas for LinkedIn Content — Practical Tips for B2B Marketers](https://b2bgrowthco.com/how-do-you-find-ideas-for-linkedin-content/) **Published:** July 17, 2024 **Author:** michelle@b2bgrowthco.com **Excerpt:** Practical guidance on finding ideas for LinkedIn content — where B2B marketers should look for inspiration, how to uncover relevant topics and keep your content pipeline full. **Content:** Creating consistent and engaging LinkedIn content can be challenging, especially when you hit a creative block. We’ve all been there when you stare at the screen and can’t think of anything to post on LinkedIn Here are five practical sources for LinkedIn content inspiration that will help you maintain a steady flow of engaging posts, whether you’re an experienced content creator or just starting. This article is inspired by the recent episode of the **Social Media for B2B Growth Podcast hosted by** [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/)**.** Thanks to our podcast sponsor [Metricool.](https://i.mtr.cool/NEDXVZ) 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**](https://i.mtr.cool/NEDXVZ) ## 1. Reflect on Your Products and Services One of the simplest ways to generate content is by focusing on your products and services. Sharing insights about what you offer can be incredibly effective. You can also take photos of the work you are doing with your clients. ![B2B Growth Co - Client Training](https://b2bgrowthco.com/wp-content/uploads/2024/07/B2B-Growth-Co-Client-Training-1024x474.webp "B2B Growth Co - Client Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Michelle J Raymond working with her clients ***Content Hint: Talk about your offerings, highlight client successes, and leverage testimonials. This not only informs your audience but also reinforces the value of what you provide.*** ![Sample Client Testimonial](https://b2bgrowthco.com/wp-content/uploads/2024/07/Testimonial-1024x377.webp "Sample Client Testimonial - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Sample Testimonial > "Remember that the services we offer are designed to solve problems out in the world, and that is why our customers buy from us." Michelle J Raymond ## 2. Address Customer Frequently Asked Questions (FAQs) Another rich source of content is the questions your customers frequently ask. These FAQs are not only helpful for existing clients but also attract potential customers who have similar queries. ***Content Hint: Collaborate with your customer service team to identify common questions and create posts that address them.*** ![PAGE INVITES](https://b2bgrowthco.com/wp-content/uploads/2024/07/PAGE-INVITES-1024x1024.webp "PAGE INVITES - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Company Page FAQ This strategy will educate your audience and position you as a knowledgeable resource in your field. > "The main advantage of frequently asked questions is that they give your customers an opportunity to learn. Share generously with your knowledge." Michelle J Raymond #### 3. Share Relevant Articles, Podcasts, Videos and Trends Staying updated with industry trends and sharing relevant articles can also spark content ideas. When you come across an interesting article, share it on LinkedIn and add your thoughts. ***Content Hint: Share a link to a YouTube video or Podcast episode. Discuss why it caught your attention, whether you agree or disagree, and how it relates to your work.*** This not only provides value to your audience but also showcases your expertise and keeps your content fresh. ## 4. Repurpose Your Existing Content Not every post needs to be original. Revisiting your “Greatest Hits Library” of successful past posts and giving them a new spin can be highly effective. Update old content with fresh insights, tweak the wording, or use new images. ***Content Hint: Take a personal post and repurpose it on your Company Page or vice versa.*** ![Repurpose Content B2B Co Page Post](https://b2bgrowthco.com/wp-content/uploads/2024/07/Repurpose-Content-B2B-Co-Page-Post.webp "Repurpose Content B2B Co Page Post - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Repurposed Post from Personal to Page Repurposing content saves time and ensures consistent sharing of valuable information without the pressure of creating new material from scratch. ## 5. Capture Everyday Life and Behind-the-Scenes Moments Often, the most engaging content comes from everyday moments. Capturing behind-the-scenes activities and sharing them with your audience can be very effective. ***Content Hint: Photos of your office, team celebrations, or daily operations can humanise your brand and build a stronger connection with your followers.*** ![Speaker Diary Series](https://b2bgrowthco.com/wp-content/uploads/2024/07/Speaker-Diary-Series.webp "Speaker Diary Series - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Speaker Diary Series People are naturally curious about the inner workings of businesses they follow, and these glimpses into your daily life can be highly engaging. **Final Thoughts** Content creation doesn’t have to be overwhelming. By leveraging these five sources of inspiration, you can maintain a steady stream of engaging LinkedIn posts. Remember to plan and schedule your content to avoid the stress of last-minute writing. Content planning can be the antidote for being stuck for ideas – listen and follow the [Social Media for B2B Growth Podcast](https://www.linkedin.com/showcase/social-media-for-b2b-growth-podcast/) episode for more details. Happy creating! Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) Book a free Intro call – ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Tips --- ### [7 Common LinkedIn Objections Leaders Raise (and How to Respond)](https://b2bgrowthco.com/7-common-objections-to-linkedin-every-leader-faces/) **Published:** October 1, 2024 **Author:** michelle@b2bgrowthco.com **Content:** ***I don’t need LinkedIn! It’s not my job! Sound familiar?*** As a B2B marketer or business leader, you may have had grand plans of establishing a LinkedIn presence for your brand and employees. But when you mentioned the idea internally, chances are you inevitably received pushback. Sales teams often feel that their traditional methods—like cold calling, customer visits, emails, or trade shows—are enough. Employees outside sales and marketing teams may wonder why they should take on this additional task outside their role when there appears to be nothing in it for them. ***This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by*** [***Michelle J Raymond,***](https://www.linkedin.com/in/michellejraymond/) ***which goes into much more detail.*** - [Listen on Apple Podcast](https://podcasts.apple.com/us/podcast/why-your-team-thinks-they-dont-need-linkedin-and-what-to-say/id1603908569?i=1000671469191) - [Watch on YouTube](https://www.youtube.com/watch?v=kbBhZOwY9ig) Thanks to our podcast sponsor [Metricool.](https://i.mtr.cool/NEDXVZ) 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**](https://i.mtr.cool/NEDXVZ) ## Why Does Your B2B Team Avoid LinkedIn? Many employees, particularly in non-sales roles, often resist LinkedIn. It’s seen as a platform reserved for recruiters or salespeople. This mindset creates challenges when you’re trying to get your team active. Here are the most common reasons your team might push back – and how you can flip the script. You’re welcome 😀 ## 1. "My Customers Prefer Calls" One of the top objections from sales teams is that their customers prefer direct communication, like calls or emails. While calls are valuable, reaching everyone is impossible, especially when managing a large client base. ### How to Address It: Encourage your team to use LinkedIn as a complementary tool. Posting content can reach their entire network and keep them top of mind with customers who may only sometimes be available for calls. LinkedIn content ensures clients can consume information at their own pace and re-engage when they’re ready. ## 2. "I Already Have an Established Network" Your team may feel they don’t need LinkedIn because they already have strong connections. However, business is always evolving, and so should their network. ### How to Address It: LinkedIn is not just about nurturing existing relationships; it’s about discovering new opportunities. Encourage your team to think beyond their current network and explore connections with potential clients, partners, and industry influencers. The platform is a great way to keep track of industry movements and stay relevant. ## 3. "I’m Too Busy with Traditional Sales Methods" The balancing act of sales calls, emails, and meetings often leaves little room for LinkedIn. Many believe that LinkedIn will take away from their core sales activities. ### How to Address It: LinkedIn doesn’t have to replace traditional sales methods – it can enhance them. By promoting upcoming events, webinars, or trade shows on LinkedIn, your team can create a buzz and increase foot traffic or interest in their efforts. LinkedIn posts help scale their message to a broader audience, giving them more meaningful client conversations. ## 4. "My Customers Aren’t Active on LinkedIn" A classic misconception is that if your team doesn’t see their customers actively posting, they assume they’re not using LinkedIn. ### How to Address It: Remind your team about “LinkedIn lurkers” – the 90% of users who log in to consume content without engaging. Just because someone isn’t posting doesn’t mean they aren’t paying attention. In fact, LinkedIn is often a preferred platform for senior decision-makers, who might avoid active engagement but stay informed by scrolling through their feed. ![The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-LinkedIn-Branding-Book-Front-Cover-725x1024.webp "The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") The LinkedIn Branding Book by #MichelleSquared ## 5. "I’m Successful with Email Marketing" Many teams prefer sticking to email, a tool they’re comfortable with. However, email inboxes are overcrowded, and customers often miss vital updates. ### How to Address It: Instead of relying solely on email, suggest using LinkedIn messages to complement their efforts. LinkedIn’s less cluttered inbox allows your team to stand out and engage clients when they’re most receptive. Direct messages with tailored content can cut through the noise and foster stronger relationships. ## 6. "I Tried LinkedIn, It Didn’t Work for Me" A common complaint is that LinkedIn has not delivered results in the past. Often, this stems from a lack of strategy or proper training. ### How to Address It: LinkedIn success takes time and consistency. Equip your team with a clear framework, such as my G.R.O.W.T.H method, to help them use the platform efficiently. Regular content, networking, and engagement build momentum and long-term results. Offer your team training and support so they feel confident and know what to focus on. ![LinkedIn B2B G.R.O.W.T.H Masterclass with Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2024/05/b2b-growth-thumbnail-1024x576.webp "LinkedIn B2B G.R.O.W.T.H Masterclass with Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Learn More About Our LinkedIn Training ## 7. "It's Not My Job" Perhaps the most frustrating objection is when employees respond, “I’m not in sales or marketing, so LinkedIn isn’t my job.” ### How to Address It: To overcome this, focus on what’s in it for them. Personal branding is critical in today’s business world, and LinkedIn helps showcase their expertise, which can lead to career opportunities, recognition, and influence within the industry. Involve those willing and then create momentum so others will naturally follow. ## LinkedIn Enhances, It Doesn’t Replace Getting your team on board with LinkedIn doesn’t have to be a battle. You can transform their perspective on LinkedIn by addressing their objections with empathy and providing strategic solutions. As more of your team engages, you’ll start seeing the ripple effects on your brand’s visibility, reputation, and, ultimately, business growth. If you’re facing similar challenges, let’s talk! We’d love to hear from you and discuss how B2B Growth Co can help you get your team active on LinkedIn. [Book an intro call here](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). Follow [B2B GROWTH CO – Get Your Business Active on LinkedIn™️ for Growth](https://www.linkedin.com/company/b2b-growth-co/) for more LinkedIn tips and strategies. Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Tips --- ### [Why LinkedIn Profile Optimisation Matters for Your Business Growth](https://b2bgrowthco.com/linkedin-profile-optimisation-is-your-profile-costing-business/) **Published:** August 20, 2024 **Author:** michelle@b2bgrowthco.com **Content:** If your LinkedIn profile is still geared towards landing a new role or has yet to be fully completed and optimised, you could be giving away business growth opportunities to your competitors. Here are my three main reasons why optimising your LinkedIn profile is crucial for business growth: 1. **First Impressions Matter**: Your LinkedIn profile is often the first point of contact for potential clients and partners. A well-optimised profile ensures you make a strong and positive first impression, showcasing your professionalism and expertise. 2. **Increased Visibility and Opportunities**: An optimised profile is more likely to appear in search results, making it easier for people to find and connect with you. Using relevant keywords and highlighting your skills increases the chances of attracting the right opportunities and connections that can drive your business growth. 3. **Building Credibility and Trust**: A comprehensive and polished profile that includes endorsements, recommendations, and showcased work helps build credibility. This trust factor is crucial in converting connections and ultimately contributing to your business success. ***This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by*** [***Michelle J Raymond,***](https://www.linkedin.com/in/michellejraymond/) ***which goes into much more detail.*** [**Apple Podcasts**](https://open.spotify.com/episode/05wol5wtcSDNrCgHRemgRd?si=1_JsBaTLSxeJOLBV2aWpqQ) [**Watch on YouTube**](https://youtu.be/WyZJNREcgBE) Thanks to our podcast sponsor [Metricool.](https://i.mtr.cool/NEDXVZ) 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**](https://i.mtr.cool/NEDXVZ) ## 1. First Impressions Matter > Whether you’re connecting with someone, creating content, or sending direct messages, all roads on LinkedIn lead back to your profile. **LinkedIn Profile Photo** - Your LinkedIn profile photo should be current, friendly, and approachable. - Look straight into the camera with a smile. People want to do business with someone they can trust. - Most visitors to your profile use a mobile device, so make sure your face takes up about 80% of the circle and you aren’t too far back. **LinkedIn Headline** - Your headline is more than just your job title. This is your chance to tell people who you are, what you do, and how you can help them. - Think about the keywords you want to be discovered for. - The first 55 characters should contain the most important information, as this will be displayed in most places. The rest may be cut off. ![LinkedIn Profile Photo Cover Image and Headline](https://b2bgrowthco.com/wp-content/uploads/2024/08/LinkedIn-Profile-Photo-Cover-Image-and-Headline-1024x496.webp "LinkedIn Profile Photo Cover Image and Headline - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") LinkedIn Profile Photo, Cover Image and Headline **LinkedIn Cover Image** - Your LinkedIn banner is like a personal billboard. Think of it as your opportunity to make an immediate impact. - You want to convey a strong message with as little text as possible—five keywords max! - Avoid overwhelming your visitors with too much information. Instead, use this space to reinforce your brand and tell people what you’re all about in a single glance. **About Section** - This section most undersells LinkedIn users. This is your chance to create a narrative around who you are, what you stand for, and how you solve your audience’s problems. - If your ‘About’ section is light on content or overly focused on yourself, it’s time to rethink and rewrite it. - Use the available 2600-character spaces and include keywords. ## 2. Increased Visibility and Opportunities > The LinkedIn algorithm constantly compares you to your competitors, and if your profile isn’t as complete or keyword-rich as theirs, you’re likely missing out on opportunities. **Work Experience** - It’s not enough to list job titles—fill in the details! - Split between Key Responsibilities and Key Achievements. - Add media to each of your listed Work Experiences. **Skills** - You can add key skills to your About, Work Experience, and Skills sections. - Getting endorsements for skills can significantly boost your profile’s credibility. - But remember, no one will endorse you unless you ask. Reach out to colleagues, managers, and clients for endorsements—it makes a world of difference. ![Skills Section](https://b2bgrowthco.com/wp-content/uploads/2024/08/Skills-Section-1024x456.webp "Skills Section - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Get Your Skills Endorsed ## 3. Building Credibility and Trust > Trust is the cornerstone of business growth on LinkedIn. One of the best ways to build trust is through recommendations and highlighting your key work. **Featured Section** - This is prime real estate on your profile, where you can showcase your best work, whether it’s a standout post, a video, or a link to an article you’ve written. - Use this space wisely to direct how you want others to perceive you. **Recommendations** - Recommendations are testimonials that validate your claims and reinforce your credibility. - If you haven’t received a recommendation in the past year, now is the time to ask for one—or two! ![Profile Recommendations](https://b2bgrowthco.com/wp-content/uploads/2024/08/Profile-Recommendations-1024x650.webp "Profile Recommendations - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Get Your LinkedIn Profile Optimised – Work With Me Optimising your LinkedIn profile isn’t just about looking good online; it’s about aligning your profile with your business goals. ***If writing about yourself feels daunting, remember, I’m here to help. It’s what I love doing, and I offer this service through B2B Growth Co.*** Learn more here – Until next time, happy updating! Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Tips --- ### [Why LinkedIn Newsletters Are Becoming a Smart B2B Growth Channel](https://b2bgrowthco.com/why-michelle-j-raymond-is-backing-linkedin-newsletters/) **Published:** July 17, 2024 **Author:** michelle@b2bgrowthco.com **Excerpt:** Learn why LinkedIn Newsletters matter for B2B marketers — expert insights from Michelle J Raymond on visibility, engagement and growth. **Content:** Imagine securing 25,000 LinkedIn newsletter subscribers in just 72 hours. That’s exactly what I helped one of my clients achieve, and in under a week, they have reached over 30,000 subscribers!!! 🥳 This powerful B2B marketing tool is not just a trend; it’s a great way to expand your brand visibility, build community and outplay the LinkedIn algorithm. Let’s explore the top five reasons I think you should consider integrating LinkedIn newsletters into your B2B marketing strategy. This article is inspired by the recent **Social Media for B2B Growth Podcast episode** **hosted by** [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/)**.** Listen on Apple Podcasts [here](https://podcasts.apple.com/us/podcast/why-i-back-linkedin-newsletters-and-i-think-you-should-too/id1603908569?i=1000663055321). Thanks to our podcast sponsor [Metricool.](https://i.mtr.cool/NEDXVZ) 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**](https://i.mtr.cool/NEDXVZ) ## The Case for LinkedIn Newsletters: Insights from the Edelman Thought Leadership Report 2024 According to the Edelman Thought Leadership report commissioned in conjunction with LinkedIn, long-form content is crucial for B2B decision-making. Here’s why LinkedIn newsletters are particularly effective for B2B businesses: - **In-Depth Information:** B2B decisions often involve substantial investments and lengthy timeframes. LinkedIn newsletters provide the in-depth content necessary for such decisions. - **Credibility and Trust:** The report highlights that B2B buyers prefer platforms they trust for reliable information. LinkedIn’s professional environment enhances the credibility of your content. - **Engaged Audience:** Long-form content like newsletters caters to an audience that is actively seeking detailed insights, making it ideal for B2B marketing. With these insights, it’s clear that LinkedIn newsletters are a powerful tool for engaging B2B audiences and driving business growth. [ ![2024 B2B Thought Leadership Impact Report](https://b2bgrowthco.com/wp-content/uploads/2024/07/LinkedIn-Thought-Leadership-July-2024-1024x590.webp "2024 B2B Thought Leadership Impact Report - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.edelman.com/expertise/Business-Marketing/2024-b2b-thought-leadership-report) Reaching Beyond the Ready: Thought Leadership's Impact on Engaging Out of Market B2B Buyers ## The Flexibility of LinkedIn Newsletters LinkedIn newsletters offer unparalleled flexibility, making them a versatile tool for any business. Here’s why: - **Available for Both Profiles and Pages:** You can run newsletters through your personal profile or your company page. - **Employee Engagement:** Leverage your employees’ profiles to expand your reach. - **Multiple Newsletters:** Company pages can host up to five different newsletters, catering to diverse audiences. This flexibility allows you to tailor your content strategy to different segments of your audience, ensuring that your message resonates with each group. #### LinkedIn Newsletters SEO Benefit on Google One of the standout features of LinkedIn newsletters is their discoverability on Google. This means: - **Increased Visibility:** Google indexes your newsletter content, improving your chances of appearing in search results and exposing you to new audiences. - **Enhanced Credibility:** LinkedIn’s trusted status with Google boosts your content’s credibility and search ranking. By leveraging LinkedIn’s reputation, your newsletters can reach a broader audience beyond the platform, driving more traffic and engagement to your content. #### Power of Repurposing Content in LinkedIn Newsletters Repurposing content has never been easier than with LinkedIn newsletters. Here’s how you can make the most of your existing content: - **Embed Existing Content:** Include blog articles, podcast episodes, YouTube videos, and LinkedIn posts directly in your newsletters. - **Extend Content Lifespan:** Give your existing content a new lease on life, maximising your ROI on content creation. This approach not only saves time but also ensures that your valuable content reaches a wider audience in a fresh format. ## Ease of Setup for LinkedIn Newsletters The simplicity of setting up a LinkedIn newsletter is a significant advantage. Here’s why it’s so easy: - **Quick Setup:** The process takes just a few minutes, with no need for complex tech platforms. - **No Extra Tools Needed:** Avoid the hassle of creating lead magnets, signup forms, or welcome sequences. However, it’s important to acknowledge that some may perceive building a newsletter on LinkedIn as constructing on “borrowed land” since you don’t own the subscriber list. Despite this, the ease of setup and the ability to leverage your existing LinkedIn community make it a worthwhile endeavour. ## LinkedIn Newsletters: The Ultimate Algorithm Buster LinkedIn newsletters are a powerful tool for cutting through the platform’s algorithm. Here’s how they work: - **Initial Reach:** Your first newsletter notification goes out to all your connections and followers for personal newsletters or all Page followers if you are launching a Company Page newsletter. - **Continued Engagement:** Subsequent newsletters notify all subscribers, ensuring your content is seen without competing in the home feed. This feature is particularly beneficial for company pages, which often struggle with visibility on LinkedIn, where posts are not typically given equal priority in the home feed. ## Embrace the Power of LinkedIn Newsletters LinkedIn newsletters offer a unique opportunity to engage with your audience, bypass the algorithm, and increase your content’s visibility. Their flexibility, ease of setup, and potential for repurposing content make them an invaluable tool for any business. Are you ready to start your LinkedIn newsletter but not sure where to begin? Why not book an intro call with Michelle to learn about our services? Book a free Intro call – Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Tips --- ### [How Founders Can Leverage LinkedIn for B2B Growth](https://b2bgrowthco.com/leverage-linkedin-for-b2b-growth-founders-guide/) **Published:** June 17, 2022 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn Founders Guide for Start-Ups is a great resource. Good Trading Co go deeper on what we would add and your key areas of focus. **Content:** LinkedIn recently launched **“From Concept to Revenue: A Founder’s Guide to LinkedIn**“, targeted at start-ups. In general, this is a great guide to give those unfamiliar with LinkedIn a place to start. We wanted to break this guide down and add things we think start-up Founders should consider alongside this information. ***Download your copy of the “Founder’s Guide to LinkedIn” [here](https://business.linkedin.com/marketing-solutions/linkedin-marketing-for-startups/founders-guide?trk=lms-blog-librand&src=bl-po "Founders Guide to LinkedIn").*** ## LinkedIn Strategy For Start-Up Businesses We know the temptation is to jump straight onto LinkedIn and start creating content. Please don’t lose the start-up enthusiasm, but we strongly encourage Founders to take a moment to harness that energy to develop a LinkedIn strategy aligned with their business goals. A LinkedIn strategy will direct your business to focus on what matters, target the right audience and create content that the audience finds valuable. Too often, we work with businesses that have been “busy being busy”. Yet, during this critical start-up phase, where resources can be tight, investment in strategy will have a high ROI. Know upfront what actions will make the most significant difference, and then move to the next steps. ## Personal Brand vs Company Brand on LinkedIn LinkedIn for business is very different from LinkedIn for employees and job seekers. So the first thing you will need to juggle is balancing your personal and company brand. Both are equally important, but other factors will come into play as to which you will prioritise your efforts. If it is day one and you are starting from scratch on LinkedIn, we recommend starting with a business-optimised LinkedIn Profile. B2B Growth Co can help you if you aren’t sure how to describe your experience. To build a strong company brand on LinkedIn using LinkedIn Company Pages will require patience and persistence. However, this is not a reason to ignore this area but to set your expectations. Having a powerful Company Page set up will ensure that those who come across your Company Page in their research leave with a favourable impression. ## Thought Leadership Content on LinkedIn There are currently over one billion members on LinkedIn. For many, this number will be daunting and leave you with questions of “Why would anyone listen to me. Surely everything has been said before”. The number one thing to remind yourself is that you are as unique as your fingerprint. No two people have the same experiences, personality, goals, or community. Embrace your uniqueness. B2B Growth Co Founder Michelle J Raymond says, ***“Share your own experiences. Especially around your “why”. Most Founders have a powerful story about how they started their own business. Use this story and share it authentically so people will get to know what drives you.”*** From a company brand and Page perspective, the same applies. As a result, companies have a real opportunity to drive thought leadership. Catch up on the [2021 Thought Leadership Impact Study](https://www.edelman.com/expertise/business-marketing/2021-b2b-thought-leadership-impact-study "2021 Edelman LinkedIn B2B Thought Leadership Study") from LinkedIn and Edelman to gain insight into what buyers say they want and how your start-up can deliver this. ## Setting up your Start-Up's LinkedIn Company Page Regardless of the number of employees, every startup business needs to take the time to set up its LinkedIn Company Page. In ***Business Gold: Build Awareness, Authority and Advantage with LinkedIn Company Pages*** ([Buy here](getbook.at/BusinessGold "Buy Business Gold on Amazon")), there are 27 reasons you need one. At the basic level, there are two main reasons – 1. Update your personal LinkedIn Profile to look complete in the Work Experience section. 2. The SEO benefits of the LinkedIn Company Page show on the first page of Google search results. The first tip we offer is to ensure you 100% complete the Page setup. LinkedIn has advised that Pages that are 100% complete on average get 30% more weekly views. ## Growing your following on LinkedIn When you start LinkedIn to grow your following, you must find the balance between the time you invest in your personal connections and your Company Page followers. If you are starting from zero followers, the focus will be on building personal connections. Look to build a targeted community. It is far more powerful than connecting with anyone and everyone. Start with your target in mind. For example, who is your audience? What is your startup goal for being on LinkedIn? Alongside building your connections, you will also be increasing your Company Page followers. The fastest method to do this is by using your Invite Credits. Each month your Page Administrator will be given 250 invite credits. If you don’t use them, you lose them. Have someone designated for this process. For more information, watch the video below for the best way to do this. ## Appealing to Investors, Employees and Prospects The more significant opportunity in setting up a LinkedIn Company Page for your startup is to form the hub for your B2B Community. A place to bring investors, employees, customers, suppliers, and industry leaders together. Building a strategy to make this community using the LinkedIn Company Page’s latest features will also help establish your startup’s credibility. You have one chance to make a first impression. After that, investors will check your Profile, Company Page, content and reviews for social proof that you are who you say you are. Create a solid first impression that leaves investors with confidence that they can trust you as the Founder and your business. ## Get Your Tailored LinkedIn Game Plan A well-executed LinkedIn for Business strategy is your ticket to fast-tracking success. Using your LinkedIn Profile, LinkedIn Company Page and your content across both in synergy are where the magic happens. The B2B Growth Co area of expertise is getting the most out of LinkedIn for businesses. Cheers MJR ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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.](https://socialmediaforb2bgrowthpodcast.com/) Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. Book a free intro call to discuss how best we can serve you [**here**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn --- ### [Maximising B2B Growth with Community-Generated Content on LinkedIn](https://b2bgrowthco.com/maximising-b2b-growth-utilising-community-generated-content-on-linkedin-company-pages/) **Published:** June 11, 2023 **Author:** michelle@b2bgrowthco.com **Excerpt:** A practical guide on using community-generated content to maximise B2B growth on LinkedIn Company Pages — boosting engagement, reach and brand credibility. **Content:** LinkedIn Company Pages aren’t new, but they can still seem like the final frontier for B2B marketers and business owners to conquer. This is especially true for businesses relying purely on organic content strategies, as generating substantial impressions and engagement can be challenging. Historically, Company Pages have been utilised predominantly as broadcast tools, with content primarily serving business-centric interests. Posts about financial updates, newly appointed roles, and events have been commonplace. However, these communication strategies are often one-sided, resulting in pages that feel impersonal and offer little value to followers. ![BUSINESS-GOLD-Build Awareness, Authority and Advantage with LinkedIn Company Pages](https://b2bgrowthco.com/wp-content/uploads/2023/12/BUSINESS-GOLD-Second-EditioneBook-683x1024.webp) ## The Power of B2B Community-Generated Content The silver lining here is that with a shift in content strategy, you can quickly improve key metrics and cultivate a vibrant community around your brand. You’re probably already familiar with User Generated Content (UGC), which is frequently employed in B2C marketing. UGC refers to content created by consumers, often perceived as more trustworthy than that produced by the brand. For Company Pages, I want you to extend UGC beyond just customers or users and embrace the Community-Generated Content (CGC) concept. It involves all community members, including employees, customers, suppliers, associations, and other industry players. CGC fosters a greater sense of community engagement and authenticity. Authenticity generates brand trust and a sense of community, which are powerful ways to increase loyalty and improve sales. ## The Types and Benefits of Community-Generated Content Let’s consider some instances of CGC and their inherent benefits: **Employees** – Content crafted by employees in their own voices is perceived as authentic and trustworthy. Leveraging their existing industry relationships can enhance your company’s credibility and reach. Marketers often focus on building employees as advocates on their personal profiles, but this strategy can also include the company page. **Suppliers** – This strategy serves a dual purpose. Not only can you use such content for potential cross-promotion and to extend your reach beyond usual customer audiences, but it also strengthens business relationships. **Industry Associations** – Utilising industry connections can demonstrate to your followers that your business is well-integrated and trusted within your industry. In addition, emphasise content that shows your keen awareness of issues impacting your sector. This content could be trend-based, regulation changes, events etc **Customers** – leveraging content from your customers brings multiple advantages to your LinkedIn Company Page. First, it offers testimonials and insights from the user perspective, boosting your brand’s credibility and fostering a genuine connection with prospective clients. These organic customer narratives often outperform traditional advertising in terms of authenticity and trustworthiness. Moreover, this strategy allows you to amplify your customer’s voice and showcase your product or service’s real-life applications and benefits. It’s also a chance to illustrate how your business has positively impacted your customer base, creating compelling stories that resonate with other potential customers. And let’s not forget; it also encourages brand loyalty by giving customers a platform and making them feel heard and appreciated. **Universities/Research Institutes** – sharing the latest research can reinforce your position as an industry leader that is not just style over substance. Give your B2B community a reason to trust your business. ![The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-LinkedIn-Branding-Book-Front-Cover-725x1024.webp) ## 360° B2B Community-Generated Content Builds Trust This shift towards more content creation at a community level will give marketers a range of content that can be unique and engaging. In addition, page followers will now get a 360° industry view from your page and know it is the only place they need to go for information. An added benefit of this strategy is its cost-effectiveness – as the content needn’t be glossy or overly polished. In fact, less ‘produced’ content often performs better on LinkedIn. I urge marketers to seize this opportunity. Harness the collective strength of your community to generate compelling, authentic, and effective content that resonates with your audience. CGC is not just about information; it’s about connection, conversation, and community. So let’s leverage it to transform our Company Page from a corporate bulletin board to an engaging industry-leading community hub. ## LinkedIn Company Pages Updates, New Features and Trends (Q2 2023) I recently had the pleasure of joining [Lynnaire Johnston](https://www.linkedin.com/in/lynnairejohnston?miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAAAEMUagBdJLqsNLaEmtKUYM4fekTCBcDul8), my co-author for an international bestseller and the world’s first book on Company Pages – [Business Gold – Book](https://www.linkedin.com/company/business-gold-book/), to talk about the latest and greatest things you need to know about LinkedIn Company Pages. https://youtu.be/4vFXryILLFs As we finish out the first half of the year, are you happy with how your B2B is leveraging LinkedIn? If the answer is no and you aren’t seeing a return on your investment, now is the time to invest in training. Many of my clients, after training, go from being busy on LinkedIn to being effective, attracting the lion’s share of high-quality opportunities. Cheers! Michelle ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.png) [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. Book a free intro call to discuss how best we can serve you [**here**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn --- ### [How to Build B2B Communities on LinkedIn — Insights & Lessons Learned](https://b2bgrowthco.com/building-b2b-communities-on-linkedin-insights-and-lessons-learned/) **Published:** March 24, 2023 **Author:** michelle@b2bgrowthco.com **Excerpt:** A practical guide to building B2B communities on LinkedIn — insights, lessons learned and strategies to grow engagement, connection and lasting relationships. **Content:** ## Building a LinkedIn Community for Your B2B Business The power of B2B communities on LinkedIn can’t be overstated, as they offer many opportunities to forge meaningful connections, share industry insights, and foster long-lasting business relationships. In my experience helping businesses build B2B communities, I’ve learned that communities do not happen by accident. They need a strategy, a commitment of resources and perhaps most importantly, time. In this newsletter, I’ll share my insights and lessons learned to help you create a solid and supportive LinkedIn community for your business. ## Define Your Community Purpose and Target Audience A B2B Community is not just something you dive into. A clear purpose and target audience are crucial for creating a thriving B2B community on LinkedIn. Be specific about your objectives, such as generating leads, building brand awareness, or sharing industry knowledge. Additionally, determine the ideal audience for your community, including their job roles, industries, and interests. A community is built around the wants and needs of your target audience. As the saying goes, “birds of a feather flock together.” Individuals are looking for like-minded people to spend time with, and they must have a common cause. The community purpose of the group will be the glue that binds the community together. ## [Belonging to the Brand: Why Community is the Last Great Marketing Strategy - Mark Schaefer](https://www.linkedin.com/in/markwschaefer/) I recently read Mark’s new book and especially enjoyed how he distinguished the three key differences between an audience/followers and a community:- 1\) **Connection to each other** – communities have in-depth connections between members. 2\) **Purpose –** Like-minded people will gather together to bond over a common interest. 3\) **Relevance –** a community can pivot and adjust to members’ needs, but if it is to survive, it must stay relevant. Details of the book – Listen to [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) and [Mark Schaefer](https://www.linkedin.com/in/markwschaefer?miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAAAG6eOMBH6rM68KiyK_LZHx0T-JuTh0XGao) discuss the book and B2B Brand Communities in this podcast. ## Foster Meaningful Conversations and Encourage Engagement I have learned that engagement is crucial in building a thriving B2B community, so create a welcoming environment that encourages members to share their thoughts and experiences. Don’t expect this to happen immediately. It will take time for the group to participate actively. I recommend encouraging open discussions and fostering belonging by posting thought-provoking questions, sharing valuable resources, and actively responding to comments. Highlight members to show that you notice them. One of the downsides to B2B communities is that they can often attract those that spam comments. Monitor this actively and reinforce the community rules. Having spam content run rife is a surefire way to turn community members away. ## Leverage LinkedIn Features and Tools Regarding B2B community-building tools on LinkedIn, the most obvious place is LinkedIn Groups. You can use Groups to create a dedicated space for your B2B community. LinkedIn Groups still have much room for improvement in functionality and visibility. Some changes are coming through, and I’ll continue to monitor for changes. The not-so-obvious place for your LinkedIn community hiding in plain sight is your LinkedIn Company Page. Here’s why I encourage my B2B clients to create their community around their LinkedIn Company Page. - More functionality and visibility than Groups e.g multiple page admins, update work experience - New tools make it easier for brands to actively participate in conversations e.g. [Comment as your Company Page](https://youtube.com/watch?v=oYRGvwPV8rQ&feature=shares), [Pages following Pages](https://youtube.com/watch?v=NnpPoHXpAbw&feature=shares) - You can access the full range of content types, including [newsletters](https://youtube.com/watch?v=Si9Yuy_1LIU&feature=shares) - Leverage your existing LinkedIn Company Page followers ## Prioritise Authenticity and Transparency In a B2B community, authenticity and transparency are vital to building trust and credibility. Share genuine insights, be open about your successes and challenges, and encourage community members to do the same. By fostering an atmosphere of honesty and openness, your community will flourish and become a valuable resource for all its members. **“Make your brand relatable and not perfect and sterile.”** [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) Building a thriving B2B community on LinkedIn requires thoughtful planning, consistent engagement, and a commitment to authenticity. By defining your community’s purpose and audience, fostering meaningful conversations, leveraging LinkedIn’s features and tools, and prioritising authenticity, you can create a vibrant, supportive community that will benefit your business and its members for years. **One last piece of advice – don’t rush to monetise too quickly. It’s a recipe for disaster.** Cheers Michelle ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. Book a free intro call to discuss how best we can serve you [**here**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). Here’s a quick word from our newsletter sponsor [Reletter](https://reletter.com/?utm_source=newsletter&utm_medium=email&utm_campaign=michelle_raymond_march_23). *Newsletter readership is growing fast, creating many opportunities for B2B businesses to get featured, reach their target audience, enhance brand credibility and acquire customers.* ![Reletter Chart image](https://b2bgrowthco.com/wp-content/uploads/2023/03/Reletter-Chart-image-1024x236.webp "Reletter Chart image - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") *Historically it has been tricky to find the right newsletter, but thankfully, [Reletter](https://reletter.com/?utm_source=newsletter&utm_medium=email&utm_campaign=michelle_raymond_march_23) has now made this task incredibly simple. Search their database of 1.2M LinkedIn and Substack newsletters and view subscriber numbers, engagement scores, contact info and much more.* *[Try Reletter for free](https://reletter.com/?utm_source=newsletter&utm_medium=email&utm_campaign=michelle_raymond_march_23) and get their early bird offer.* ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIHZpZXdCb3g9IjAgMCAxNiAxNiIgZmlsbD0ibm9uZSIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj4KPGcgY2xpcC1wYXRoPSJ1cmwoI2NsaXAwXzM0M185OTUpIj4KPHBhdGggZD0iTTE0LjgxNTYgMEgxLjE4MTI1QzAuNTI4MTI1IDAgMCAwLjUxNTYyNSAwIDEuMTUzMTNWMTQuODQzOEMwIDE1LjQ4MTMgMC41MjgxMjUgMTYgMS4xODEyNSAxNkgxNC44MTU2QzE1LjQ2ODggMTYgMTYgMTUuNDgxMyAxNiAxNC44NDY5VjEuMTUzMTNDMTYgMC41MTU2MjUgMTUuNDY4OCAwIDE0LjgxNTYgMFpNNC43NDY4NyAxMy42MzQ0SDIuMzcxODhWNS45OTY4N0g0Ljc0Njg3VjEzLjYzNDRaTTMuNTU5MzggNC45NTYyNUMyLjc5Njg4IDQuOTU2MjUgMi4xODEyNSA0LjM0MDYyIDIuMTgxMjUgMy41ODEyNUMyLjE4MTI1IDIuODIxODggMi43OTY4OCAyLjIwNjI1IDMuNTU5MzggMi4yMDYyNUM0LjMxODc1IDIuMjA2MjUgNC45MzQzNyAyLjgyMTg4IDQuOTM0MzcgMy41ODEyNUM0LjkzNDM3IDQuMzM3NSA0LjMxODc1IDQuOTU2MjUgMy41NTkzOCA0Ljk1NjI1Wk0xMy42MzQ0IDEzLjYzNDRIMTEuMjYyNVY5LjkyMTg4QzExLjI2MjUgOS4wMzc1IDExLjI0NjkgNy44OTY4NyAxMC4wMjgxIDcuODk2ODdDOC43OTM3NSA3Ljg5Njg3IDguNjA2MjUgOC44NjI1IDguNjA2MjUgOS44NTkzOFYxMy42MzQ0SDYuMjM3NVY1Ljk5Njg3SDguNTEyNVY3LjA0MDYzSDguNTQzNzVDOC44NTkzNyA2LjQ0MDYzIDkuNjM0MzggNS44MDYyNSAxMC43ODc1IDUuODA2MjVDMTMuMTkwNiA1LjgwNjI1IDEzLjYzNDQgNy4zODc1IDEzLjYzNDQgOS40NDM3NVYxMy42MzQ0VjEzLjYzNDRaIiBmaWxsPSIjNDM0OTYwIi8+CjwvZz4KPGRlZnM+CjxjbGlwUGF0aCBpZD0iY2xpcDBfMzQzXzk5NSI+CjxyZWN0IHdpZHRoPSIxNiIgaGVpZ2h0PSIxNiIgZmlsbD0id2hpdGUiLz4KPC9jbGlwUGF0aD4KPC9kZWZzPgo8L3N2Zz4K) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn --- ### [Employee Advocacy on LinkedIn: A Practical Starting Guide](https://b2bgrowthco.com/where-to-start-with-employee-advocacy/) **Published:** March 24, 2022 **Author:** michelle@b2bgrowthco.com **Content:** The LinkedIn Pages team has given us many new features to improve Company Pages. Whilst I love features and functions as much as the next LinkedIn nerd, the true opportunity on LinkedIn comes from community, collaborations and conversations. Employee advocacy is your business’s secret weapon to go further faster by embracing all three. If you haven’t used the search listening tool [www.answerthepublic.com](https://answerthepublic.com/) before, it really is a great place to start to understand what questions people are asking on a particular subject. I ran the tool on the search term “**employee advocacy**“, and this highlights all the questions people are searching for answers to. ![Employee Advocacy Questions](https://goodtradingco.com.au/wp-content/uploads/2022/03/Employee-Advocacy-Questions.jpg) ## What is Employee Advocacy? Let’s keep this definition simple. It’s company employees promoting the company brand to their networks. Whilst the definition makes it sound simple the reality is it can be quite tricky to navigate. ## Why Do Businesses Need Employee Advocacy? The saying goes “many hands make light work”. Most employees will have access to larger networks and the company will benefit from leveraging this. In my research, it is quoted as anything up to 10X larger or maybe more in many cases. The Top 3 Reasons Your Company Should Build an Employee Advocacy Programme 1. Build your company brand credibility 2. Amplify your company reach 3. Increased revenue ## How Do Employees Benefit from Employee Advocacy? The trick to getting an employee advocacy programme to be successful is making sure that you have buy-in from all sides. Top-down, bottom-up – employees through to management. When done well employees are engaged and recognise the benefits that come with the business support to build their personal brand. When done poorly employees feel forced into something they don’t feel comfortable with or give up when they don’t feel their efforts are being recognised. **Listen in to the LinkedIn for B2B Growth Podcast “[Tips to Build Employee Advocacy](https://linkedinforb2bgrowthpodcast.com/episode/empowering-employee-voices-crafting-an-effective-linkedin-advocacy-program-with-danielle-guzman-mercer)“, featuring employee advocacy expert Danielle Guzman.** Danielle shared so many practical tips to help businesses get started implementing advocacy. She shares her experience of creating programmes on a global scale as Global Head of Social Media at Mercer. > ***I always like to think about communities as it’s a long-term strategy. It’s not something that comes out of a box you can’t plug and play it. And it’s not a tactic. When people think I want to build a community they just figure there’s a checklist and they can just check the boxes and show up.*** > ***Danielle Guzman*** ## How Can LinkedIn Company Pages Be Used for Employee Advocacy? LinkedIn is the world’s number one B2B platform. It is also the most trusted. It makes sense if you operate in the B2B space that you use this as part of your strategy. The tools to support employee advocacy, whilst not perfect, are rapidly evolving. One simple tool to assist is the “Notify Employees” button you can use once every 24 hours. This alerts a % of employees, depending on the size of your company, of a new post that has been created. The “My Company Tab” is another great tool for companies that have more than 10 employees. I won’t go into detail, but you can find it all out “My Company” Tab on LinkedIn [here](https://business.linkedin.com/marketing-solutions/my-company-tab). ## Steps to Get Started on Your Employee Advocacy Programme 1. Design & Strategy – this isn’t a checklist as Danielle says. 2. Buy In – get the company vision aligned with the goals of the individual. 3. Assessment – meet employees where they are at. Not everyone will be suitable and may have a different role to play in the background. 4. Acknowledgement – CEOs, Business Owners, Senior Management you set the standard and can make or break the programme if you don’t give acknowledgment to active employees. 5. Continuous Improvement – start off simple and work your way up. Track your progress with your analytics. This is a marathon so be patient and persistent. Start thinking of ways that you can use your LinkedIn Company Page to build your employee personal brands. Highlight achievements in content, tag employees to let them know their work is being noticed. **Employee advocacy is a team sport. Whether you are the coach, the captain or a player you have a common goal. There is only an upside that comes with working together.** **Cheers** **MJR 😀** ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. Book a free intro call to discuss how best we can serve you [**here**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn --- ### [How to Use Your LinkedIn Company Page to Amplify Employee Advocacy](https://b2bgrowthco.com/use-your-linkedin-company-page-as-cheerleader-for-your-team-page-advocacy/) **Published:** July 17, 2024 **Author:** michelle@b2bgrowthco.com **Excerpt:** Learn how to use your LinkedIn Company Page as a cheerleader for your team — activating employee advocacy, boosting engagement and amplifying your brand on LinkedIn. **Content:** I know, I know. Everyone on LinkedIn is telling you that employee advocacy is the answer to everything and that you should ignore your Company Page. But what if you dared to be different and turned your LinkedIn Company Page into a powerful cheerleader for your team, driving motivation, engagement, and brand success? Let’s explore how rethinking traditional employee advocacy and embracing Page advocacy can transform your LinkedIn Company Page into a dynamic tool for business growth. ***This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by*** [***Michelle J Raymond,***](https://www.linkedin.com/in/michellejraymond/) ***which goes into much more detail.*** ***Listen on Apple Podcasts*** [***here***](https://podcasts.apple.com/us/podcast/linkedin-page-advocacy-how-to-turn-your-company-page/id1603908569?i=1000664587176)***.*** Thanks to our podcast sponsor [Metricool.](https://i.mtr.cool/NEDXVZ) 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**](https://i.mtr.cool/NEDXVZ) ## The Problem with Employee Advocacy Alone There’s no denying the importance of employee advocacy. Encouraging your team to share their insights and achievements on LinkedIn can amplify your brand’s reach and authenticity. However, relying solely on employee advocacy has its pitfalls. Firstly, not all employees are comfortable being vocal on social media. This can lead to inconsistent messaging and missed opportunities. Secondly, while individual posts may gain traction, they often lack the collective impact that a unified company voice can achieve. This is where Page Advocacy comes in. By leveraging your LinkedIn Company Page as a platform to amplify your team’s achievements and foster a strong internal culture, you can create a cohesive brand narrative that resonates both internally and externally. ## Why Company Pages Are Underutilised Company Pages are frequently underutilised because they’re often seen as a mere extension of the corporate website—a place for basic information and occasional updates. But this mindset misses the true potential of what a well-managed Company Page can achieve. A vibrant Company Page can act as a central hub for your brand’s voice, offering a consistent message that aligns with your business goals. It can also serve as a platform for showcasing your team’s achievements, celebrating milestones, and engaging in industry conversations. So, how can you make your LinkedIn Company Page an active advocate for your team? Here are some practical strategies to get started. ![BUSINESS-GOLD-Build Awareness, Authority and Advantage with LinkedIn Company Pages](https://b2bgrowthco.com/wp-content/uploads/2023/12/BUSINESS-GOLD-Second-EditioneBook-683x1024.webp "BUSINESS-GOLD-Build Awareness, Authority and Advantage with LinkedIn Company Pages - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") The World's First and Only Book for Company Page Admins ## Practical Ways to Implement Page Advocacy **1. Highlight Team Achievements** One of the most effective ways to use your Company Page is to spotlight your team’s successes. Whether it’s completing a major project, achieving a sales milestone, or earning a new certification, these moments are worth celebrating. By regularly sharing these achievements, you not only boost team morale but also build credibility with your audience. Consider creating a recurring post series that highlights a different team member each week, or use LinkedIn’s native tools like Articles or Newsletters to explore significant accomplishments in more depth. **2. Feature Employee Stories** Humanising your brand is essential for building connections, and there’s no better way to do this than by sharing the stories of the people behind the scenes. Use your Company Page to feature employee interviews, day-in-the-life posts, or personal insights that showcase your company culture. This approach not only gives your audience a glimpse into your workplace but also empowers your employees by recognising their contributions publicly. **3. Celebrate Milestones** Company milestones—whether they’re anniversaries, new product launches, or reaching a significant number of followers on LinkedIn—are perfect opportunities to engage your team and audience alike. Involve your team in these celebrations, making it clear that these achievements are a result of collective effort. These posts can create a sense of pride and ownership among your employees, reinforcing the idea that they are a vital part of the company’s success. **4. Engage in Conversations** LinkedIn is a platform built on engagement, and your Company Page should be no different. Use your page to participate in relevant industry conversations, share thought leadership content, and respond to comments and questions. Encourage your team members to contribute to these discussions, creating a bridge between your Company Page and their personal profiles. This not only amplifies your brand’s reach but also showcases the expertise within your team. **5. Amplify Employee Advocacy** While Page Advocacy offers a distinct value, it should work hand in hand with employee advocacy. Use your Company Page to amplify the voices of employees who are active on LinkedIn. Reshare their posts, highlight their insights, and tag them in company updates. This approach not only supports your employees’ personal branding efforts but also reinforces the company’s commitment to their growth and success. ## Key Takeaways - Incorporating Page Advocacy into your LinkedIn strategy is about more than just maintaining an active Company Page. It’s about creating a platform that supports, celebrates, and amplifies your team’s achievements while building a cohesive brand narrative. - Your LinkedIn Company Page can become a powerful tool for business growth by highlighting team achievements, featuring employee stories, celebrating milestones, engaging in conversations, and amplifying employee advocacy. - Using the Repost feature and commenting on your Company Page is an easy way to cheer on your team. **It’s time to get your LinkedIn Company Page off the bench and into the game. Start implementing these strategies today, and watch as your Company Page becomes your team’s ultimate cheerleader**. Are you ready to make your LinkedIn Company Page a cheerleader for your team? Start by highlighting an employee’s achievement on your page this week, and see the difference it makes in morale and engagement. ***If you need personalised advice to develop a LinkedIn strategy tailored to your business, let’s discuss how we can optimise your LinkedIn presence to achieve your business goals.*** **Book here** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Company Pages, LinkedIn Tips --- ### [R.A.T.E Your LinkedIn Posts to Boost Impressions for FREE!](https://b2bgrowthco.com/rate-your-linkedin-posts-to-boost-impressions-for-free/) **Published:** July 17, 2024 **Author:** michelle@b2bgrowthco.com **Content:** With over one billion members on LinkedIn and 70M Company Pages, getting your posts noticed requires more than just hitting the “Post” button. With so much content vying for attention, how do you ensure that your post stands out, resonates with your audience, and contributes to your thought leadership? Introducing my R.A.T.E system—a simple yet effective way to review your LinkedIn posts before they go live. Effective on both Personal and Company Page posts. **R** – Relevancy **A** – Authenticity **T** – Thought Leadership **E** – Empathy By applying this framework, you can maximise your post impressions organically while staying true to your voice and brand. ***This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by*** [***Michelle J Raymond,***](https://www.linkedin.com/in/michellejraymond/) ***which goes into much more detail.*** ***Listen on Apple Podcasts*** [***here***](https://podcasts.apple.com/us/podcast/r-a-t-e-your-linkedin-posts-to-boost-impressions-for-free/id1603908569?i=1000665221148)***.*** Thanks to our podcast sponsor [Metricool.](https://i.mtr.cool/NEDXVZ) 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**](https://i.mtr.cool/NEDXVZ) ## Increase Your LinkedIn Post Reach ### R – Relevancy **Is your post relevant to one audience and one topic?** LinkedIn has shared exactly what the algorithm wants to reward – **knowledge** and **advice**. It is not a platform where you have a high chance of going viral, but you do have a high chance of reaching a more relevant audience. The first step in writing a successful LinkedIn post is ensuring it’s relevant to your audience. Who are you speaking to? What pain points are you addressing? While it’s tempting to try to cover multiple topics or appeal to a broad audience, focus wins. When your post is laser-focused on a specific audience and a single topic, it resonates more deeply and encourages engagement from those who find it most valuable. Before you post, ask yourself: “Is this post aligned with the needs and interests of my target audience?” ![LinkedIn Algorithm](https://b2bgrowthco.com/wp-content/uploads/2024/07/LinkedIn-Algorithm-1024x581.webp "LinkedIn Algorithm - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") LinkedIn Algorithm **The more relevant content you create, the higher your chance of engagement, which encourages the algorithm to boost your impressions by showing the content to more people in your audience.** ### A – Authenticity **Are you being the real you or the LinkedIn you?** Authenticity is the cornerstone of building trust on LinkedIn. It’s easy to fall into the trap of crafting posts that sound “professional” but lack the essence of who you really are. LinkedIn is not just about showcasing your polished self—it’s about showing up as your true self. Or, as I call it – your **\#DigitalTwin**. You can create content from your own experiences, struggles, and victories in your voice. Authenticity doesn’t mean oversharing; it means being honest and genuine in what you share. Your audience will appreciate the real you far more than the “LinkedIn version of you”, which will be reflected in your LinkedIn impressions. ![The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-LinkedIn-Branding-Book-Front-Cover-725x1024.webp "The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") The LinkedIn Branding Book ### T – Thought Leadership **Is what you’re sharing your point of view?** LinkedIn is full of templated content and generic advice. To stand out, you need to share your unique perspective. Thought leadership isn’t about regurgitating what’s already out there—it’s about offering fresh insights, challenging the status quo, and sharing how you do things differently. Move away from AI-generated content or pre-written templates. Instead, share your experiences, learnings, and personal take on industry trends. ***Thought leadership is about positioning yourself as a go-to resource in your field, and that only happens when you offer something different from what everyone else is saying.*** ![Michelle J Raymond Impressions last 365 days](https://b2bgrowthco.com/wp-content/uploads/2024/07/Michelle-J-Raymond-Impressions-last-365-days.webp "Michelle J Raymond Impressions last 365 days - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") The World's First and Only Book for Company Page Admins ### E – Empathy **Have you genuinely put yourself in your reader’s shoes?** Empathy is the secret ingredient to a successful LinkedIn post that gets more impressions. It’s about shifting the focus from self-promotion to serving your audience. > ***“When you write with empathy, you consider what your readers need to hear, not just what you want to say.”** > **Michelle J Raymond*** Take the time to review your post from your audience’s perspective. Are you addressing their challenges? Are you offering truly helpful solutions? Empathy in your posts creates a connection, fostering trust and engagement. ## Putting R.A.T.E into Action Before your next LinkedIn post goes live, take a moment to R.A.T.E it: - **Relevancy:** Is it focused on one audience and one topic? - **Authenticity:** Are you showing up as your real self? - **Thought Leadership:** Are you sharing your unique point of view? - **Empathy:** Have you written with your audience’s needs in mind? By running your posts through the R.A.T.E system, you can ensure that each one is engaging and aligned with your brand and business goals. Next time you’re about to hit “Post,” remember to R.A.T.E your content—and watch your impressions soar. ***If you need personalised advice to develop a LinkedIn strategy tailored to your business, let’s discuss how we can optimise your LinkedIn presence to achieve your business goals.*** **Book here** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Company Pages, LinkedIn Tips --- ### [Why B2B LinkedIn Content Needs Energy in 2025 — And How to Create It](https://b2bgrowthco.com/the-cost-of-boring-how-b2b-brands-can-win-on-linkedin-in-2025/) **Published:** October 1, 2024 **Author:** michelle@b2bgrowthco.com **Content:** ***The brand that gets remembered gets bought! Let that sink in for a minute…*** As we move into 2025, LinkedIn’s crowded landscape presents challenges and opportunities for B2B marketers. With over a billion members and increasing competition, standing out is essential. In this article, we’ll explore how B2B brands can break free from boring content and succeed on LinkedIn in the year ahead. Let’s explore how to break out of the ordinary and get your brand noticed, remembered, and chosen. ***This article is inspired by the recent Social Media for B2B Growth Podcast episode hosted by*** [***Michelle J Raymond,***](https://www.linkedin.com/in/michellejraymond/) ***with expert guest*** [Robin O Connell](https://www.linkedin.com/in/robinoconnellin/) [LinkedIn](https://www.linkedin.com/company/linkedin/). - [Listen on Apple Podcast](https://podcasts.apple.com/us/podcast/break-free-from-boring-content-how-brands-can-win-at/id1603908569?i=1000674119396) - [Watch on YouTube](https://youtu.be/XtMpqUtVN1k) Thanks to our podcast sponsor [Metricool.](https://i.mtr.cool/NEDXVZ) 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**](https://i.mtr.cool/NEDXVZ) ## Why 2025 Will Be More Competitive on LinkedIn LinkedIn has grown immensely, and with this growth comes more competition. But despite this, there’s still a lot of “white space” for brands willing to push creative boundaries. ## Key Trends Impacting LinkedIn in 2025 - **Gen Z is LinkedIn’s fastest-growing user base**: Younger professionals are increasingly turning to LinkedIn, bringing a shift in content preferences. - **Video content is rising**: LinkedIn’s focus on video, especially vertical formats, is only growing. Expect video to become a cornerstone of content strategy. Read ‘What Brands Get Wrong on LinkedIn’ [here.](https://www.linkedin.com/pulse/what-brands-get-wrong-linkedin-robin-o-connell-ikrtf/) ## The Cost of Playing It Safe on LinkedIn Many B2B brands fall into the trap of playing it safe—adopting professional tones that mimic competitors and blending into the background. This means most brands create content that doesn’t stand out or leave a lasting impression. ## The True Cost of Dull Content - **Higher ad spend**: You need to spend more on paid media to make an impact when your content doesn’t engage. - **Lost opportunities**: Content that fails to resonate can leave future customers unimpressed and disengaged. According to research from System1, 75% of B2B ads fail to drive long-term business impact. Read the whitepaper [here](https://system1group.com/the-extraordinary-cost-of-dull). ## Stand Out on LinkedIn in 2025 It’s time to flip the script and break away from boring content on LinkedIn. Here are some practical tips to help your B2B stand out on LinkedIn in 2025: ### 1. Don’t Copy Competitors Brands often unintentionally replicate competitors’ strategies. This is a trap! Instead of blending in, take a different approach: - **Audit your competitors**: Use LinkedIn’s ads library to check what they’re doing. ([LinkedIn Ads Library](https://www.linkedin.com/ad-library/home)) - **Do the opposite**: If everyone is going left, go right. Look for gaps and opportunities they’re missing. ![stand out from the crowd](https://b2bgrowthco.com/wp-content/uploads/2024/10/stand-out-from-the-crowd.webp "stand out from the crowd - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### 2. Focus on Building Memories, Not Just Leads While lead generation is essential, focusing solely on short-term actions can stifle your creativity and reduce long-term effectiveness. - **Balance lead generation with brand-building**: Aim for content that leaves lasting impressions, even for future buyers who aren’t in the market today. ([LinkedIn 95-5 Rule](https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research/trends/95-5-rule)) - **Simplify your message**: Narrow down your content to one key takeaway. Make it memorable so your brand sticks in people’s minds. ![95-5 rule](https://b2bgrowthco.com/wp-content/uploads/2024/10/1660238028332-1024x550.webp "95-5 rule - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### 3. Inject Emotion and Creativity B2B marketing doesn’t have to be dry. In fact, the most memorable content often stirs emotion and tells a story. - **Use humour**: Humour is a powerful tool for creating engaging and memorable content. - **Create emotional connections**: Studies show people remember how content made them feel, not just what it said. Here are two ads that Robin mentioned as great examples of using humour in the episode. ### 4. Get Creative with Brand Assets Your brand assets—logo, tagline, colours—are crucial for recognition, but how you use them matters. - **Early, Regular, Creative (ERC)**: Integrate your brand assets early in your content, repeat them regularly, and use them creatively. - **Learn from MailChimp**: MailChimp turns its name into a verb, like “Google,” to ensure brand recognition. **Learn more about future-proofing your brand with distinctive brand assets within this podcast episode with** [Jenni Romaniuk](https://www.linkedin.com/in/jenni-romaniuk-2746884/) . ![Distinctive brand Assets1](https://b2bgrowthco.com/wp-content/uploads/2024/10/Distinctive-brand-Assets1-1024x538.webp "Distinctive brand Assets1 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Buy the book on Amazon ### 5. Embrace Video Content With Gen Z driving the growth of video on LinkedIn, it’s time to up your video game: - **Use short-form videos**: Keep it engaging with concise, punchy videos that tell a story. - **Experiment with vertical formats**: Vertical videos are becoming more prominent, especially on mobile. ![Vertical Video](https://b2bgrowthco.com/wp-content/uploads/2024/10/Vertical-Video.webp "Vertical Video - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Actionable Steps for B2B Marketers It’s one thing to talk about avoiding boring content, but how do you implement these changes in your LinkedIn strategy? Here are three actionable steps to start today: 1. **Conduct a Competitor Audit**: Use LinkedIn’s ad library to see what your competitors are doing, then look for ways to do something different. 2. **Create Content with a Single Key Message**: Simplify your messaging so your audience remembers one clear idea. Build your content around this key point to increase brand recall. 3. **Test Emotion in Your Content**: Inject humour, storytelling, and emotion into your posts. Try short-form videos or even memes to break through the noise. **Some great company pages that do this well** – [SURREAL](https://www.linkedin.com/company/surrealuk/) , [NZ Police](https://www.linkedin.com/company/nz-police/) , [I-O Psych Memes](https://www.linkedin.com/company/iopsychmemes/) , [The Marketing Millennials](https://www.linkedin.com/company/the-marketing-millennials/) , [Dreamdata](https://www.linkedin.com/company/dreamdata-io/) ### Bonus Tip: Don’t Be Afraid to Have Fun! > "Be yourself and have fun with it. Only you can create content that is authentic to you." Robin O Connell ## Winning LinkedIn Content Strategy Standing out on LinkedIn in 2025 means being bold, creative, and authentic. With creativity and courage, your brand can be the one that gets remembered—and gets bought! What are you doing today to break free from boring? Need help? [Book an intro call here](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). Follow [B2B GROWTH CO – Get Your Business Active on LinkedIn™️ for Growth](https://www.linkedin.com/company/b2b-growth-co/) for more LinkedIn tips and strategies. Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Tips --- ### [Best Content to Post on a LinkedIn Company Page (A Practical Guide for B2B Teams)](https://b2bgrowthco.com/what-to-post-on-a-linkedin-company-page/) **Published:** August 27, 2024 **Author:** michelle@b2bgrowthco.com **Content:** Creating engaging and effective content for your LinkedIn Company Page can be challenging, especially when balancing brand guidelines with the dynamic nature of social media. Understanding what to post on LinkedIn Company Page’s to meet the needs of both can be tricky, so I created the 3-2-1 Content Framework Framework that can help you increase your page followers and engagement. ***This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by*** [***Michelle J Raymond,***](https://www.linkedin.com/in/michellejraymond/) ***which goes into much more detail.*** - [**Apple Podcasts**](https://open.spotify.com/episode/05wol5wtcSDNrCgHRemgRd?si=1_JsBaTLSxeJOLBV2aWpqQ) - [**Watch on YouTube**](https://youtu.be/ZWb7fGpwSYk) Thanks to our podcast sponsor [Metricool.](https://i.mtr.cool/NEDXVZ) 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**](https://i.mtr.cool/NEDXVZ) ## The Challenge of LinkedIn Company Page Content LinkedIn Company Pages often get a bad rap, and it’s easy to see why. Many companies still rely on old-school broadcasting tactics, posting content that resembles a PR release more than something genuinely engaging. If you’re a Page Admin struggling to transform dry, corporate documents into content that resonates on social media, you’re not alone. Firstly, can we agree on one thing: as much as I love LinkedIn Company Pages, people don’t come to LinkedIn to read about how amazing your company is—they want content that’s relevant, insightful, and aligned with their interests and values. The key to success lies in creating content that’s not only informative but also engaging and authentic. ## Introducing the 3-2-1 Content Framework [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond?miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAAALHeasBTJ006Q468Wkt_3BOaIIS_2NvF-Y), a leading expert in LinkedIn Company Pages, introduces the 3-2-1 Content Framework to simplify your content strategy and ensure you’re posting the right mix of content. This framework divides your posts into three categories: **Good to Know, Good to Feel, and Good to Buy.** Here’s how it works: - **3 X Good to Know Posts:**Half of your content should be dedicated to sharing your business’s knowledge about your industry. This could include trends, legal changes, supply issues, or other insights demonstrating your expertise. These posts build trust and credibility by showing that your business is on top of what’s happening in your industry. **Tip – Avoid making these posts too dry—engagement is key!** - **2 X Good to Feel Posts:**These posts are about building brand affinity. They show your business’s values and help your audience connect with you on a deeper level. Whether it’s sustainability efforts, community work, or celebrating your employees, Good to Feel posts should reflect the genuine values your company lives by every day. **Tip – It’s important to avoid “tick and flick” exercises—authenticity is crucial here.** - **1 X Good to Buy Post:**Surprisingly, many businesses forget to include this type of content. Good to Buy posts focus on what your company offers—your products or services. This content could be testimonials, FAQs, or straightforward sales posts. **Tip** – **The key is to present your offerings in a customer-centric way, highlighting how your product or service solves customers’ problems.** ![3-2-1 Content Framework](https://b2bgrowthco.com/wp-content/uploads/2024/08/3-2-1-Content-Framework-1024x575.webp "3-2-1 Content Framework - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") 3-2-1 Company Page Content Framework ## Why the 3-2-1 Content Framework Works The beauty of the 3-2-1 Content framework is in its balance. By structuring your content, you ensure your LinkedIn Company Page isn’t just a broadcast machine talking at the audience. Instead, you build trust, create emotional connections, and then, finally, introduce your audience to what you sell. This method avoids the pitfalls of overpromotion, which can turn your audience away. Instead, you nurture them with valuable content before presenting your products or services as the solution to their needs. ## Implementing the 3-2-1 Content Framework on Your Company Page How often you post depends on your business and audience, but the framework is adaptable. Whether you spread these six posts over a week or a month, the key is consistency and getting the mix right. If your LinkedIn strategy isn’t yielding the desired results, it may be time to adopt the 3-2-1 framework. Not only does it simplify content planning, but it also enhances your page’s ability to generate meaningful business opportunities. ## Grow Your Page Followers and Engagement Incorporating the 3-2-1 Content Framework into your LinkedIn strategy can transform your Company Page into a powerful tool for growth. Balancing informative, engaging, and promotional content creates a page that attracts followers, builds engagement, and drives business results. If you’re ready to improve your LinkedIn Company Page, consider using the 3-2-1 Content Framework. This strategy is suitable for any size and industry, whether you’re a small business or a multinational corporation. ## Want More Page Followers and Engagement For Your Page? **If your LinkedIn Company Page feels stagnant and needs to generate results, speak with us to learn about the services offered specifically for Page Admins.** - [**LinkedIn Company Page Audit & Strategy**](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) - [**LinkedIn Company Page Admin Training**](https://b2bgrowthco.com/company-page-training/) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIHZpZXdCb3g9IjAgMCAxNiAxNiIgZmlsbD0ibm9uZSIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj4KPGcgY2xpcC1wYXRoPSJ1cmwoI2NsaXAwXzM0M18xMDA0KSI+CjxwYXRoIGZpbGwtcnVsZT0iZXZlbm9kZCIgY2xpcC1ydWxlPSJldmVub2RkIiBkPSJNMTUuMTY0MyAzLjIyMjc1QzE1LjQxMjYgMy40NzI1OSAxNS41OTA5IDMuNzgzMjYgMTUuNjgxMyA0LjEyMzY1QzE2LjAxNTkgNS4zODAwMSAxNi4wMTU5IDguMDAwMDEgMTYuMDE1OSA4LjAwMDAxQzE2LjAxNTkgOC4wMDAwMSAxNi4wMTU5IDEwLjYyIDE1LjY4MTMgMTEuODc2NEMxNS41OTA5IDEyLjIxNjggMTUuNDEyNiAxMi41Mjc0IDE1LjE2NDMgMTIuNzc3M0MxNC45MTYxIDEzLjAyNzEgMTQuNjA2NiAxMy4yMDc0IDE0LjI2NjggMTMuM0MxMy4wMTU5IDEzLjYzNjQgOC4wMTU4NyAxMy42MzY0IDguMDE1ODcgMTMuNjM2NEM4LjAxNTg3IDEzLjYzNjQgMy4wMTU4NyAxMy42MzY0IDEuNzY0OTYgMTMuM0MxLjQyNTE2IDEzLjIwNzQgMS4xMTU2NCAxMy4wMjcxIDAuODY3Mzk0IDEyLjc3NzNDMC42MTkxNDcgMTIuNTI3NCAwLjQ0MDg3MyAxMi4yMTY4IDAuMzUwNDE1IDExLjg3NjRDMC4wMTU4NjkyIDEwLjYyIDAuMDE1ODY5MSA4LjAwMDAxIDAuMDE1ODY5MSA4LjAwMDAxQzAuMDE1ODY5MSA4LjAwMDAxIDAuMDE1ODY5MiA1LjM4MDAxIDAuMzUwNDE1IDQuMTIzNjVDMC40NDA4NzMgMy43ODMyNiAwLjYxOTE0NyAzLjQ3MjU5IDAuODY3Mzk0IDMuMjIyNzVDMS4xMTU2NCAyLjk3MjkxIDEuNDI1MTYgMi43OTI2NSAxLjc2NDk2IDIuNzAwMDFDMy4wMTU4NyAyLjM2MzY1IDguMDE1ODcgMi4zNjM2NSA4LjAxNTg3IDIuMzYzNjVDOC4wMTU4NyAyLjM2MzY1IDEzLjAxNTkgMi4zNjM2NSAxNC4yNjY4IDIuNzAwMDFDMTQuNjA2NiAyLjc5MjY1IDE0LjkxNjEgMi45NzI5MSAxNS4xNjQzIDMuMjIyNzVaTTEwLjU2MTMgOC4wMDAwM0w2LjM3OTUyIDUuNjIwOTRWMTAuMzc5MUwxMC41NjEzIDguMDAwMDNaIiBmaWxsPSIjNDM0OTYwIi8+CjwvZz4KPGRlZnM+CjxjbGlwUGF0aCBpZD0iY2xpcDBfMzQzXzEwMDQiPgo8cmVjdCB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIGZpbGw9IndoaXRlIi8+CjwvY2xpcFBhdGg+CjwvZGVmcz4KPC9zdmc+Cg==) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Company Pages, LinkedIn Tips --- ### [How to Diagnose and Improve Your LinkedIn Company Page Performance](https://b2bgrowthco.com/why-your-linkedin-company-page-isnt-working/) **Published:** June 3, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** Is your LinkedIn Company Page falling flat? It’s not the algorithm—it’s likely one of five common mistakes that are easy to fix! From poor setup to boring content, these pitfalls can hold back your reach and engagement. Discover how to optimize your page for both LinkedIn search and visitors, create scroll-stopping content, and showcase your team to build a stronger brand presence. Don’t let your competitors get ahead while you wait. Take action now and unlock the potential of your LinkedIn Company Page! Read on to learn how to turn things around quickly. **Content:** Let’s set the record straight: your Company Page isn’t broken because of LinkedIn’s algorithm. It’s likely because of one (or more) of these five common but costly mistakes. I’ve seen these issues across small businesses, big brands, and everything in between, and the good news is that they’re easy to fix once you know what to look for. Today we’ll investigate what’s holding your LinkedIn Company Page back from the reach, engagement, and growth you should be achieving, and how to turn it around quickly. This article is inspired by the recent episode of the [Social Media for B2B Growth Podcast](https://socialmediaforb2bgrowthpodcast.com/) hosted by [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/). If you want to know all the details invest under 20 mins and listen or watch the episode. [Listen on Apple Podcasts](https://podcasts.apple.com/us/podcast/why-your-linkedin-company-page-isnt-working-plus-5/id1603908569?i=1000711032925) ## Mistake 1: Poor LinkedIn Company Page Setup Your Company Page might look fine at first glance, but it must be optimised for two audiences: - **LinkedIn Search** (eg keywords in your tagline and About section), and - **Page Visitors** (eg clear messaging on who you help and how) Remember if you confuse ’em. You lose ’em. 🔧 **Fix it**: Do a quick audit. Borrow language, eg keywords, from your website or paid ads, and make sure your LinkedIn Page reflects the same positioning. Consistency drives visibility and credibility. Make sure your LinkedIn Company Page About section helps visitors immediately understand: - What you do - Who you do it for - What makes your business different ![LinkedIn Banner Tag line B2B Growth Co](https://b2bgrowthco.com/wp-content/uploads/2025/06/LinkedIn-Banner-Tag-line-B2B-Growth-Co.webp "LinkedIn Banner Tag line B2B Growth Co - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Mistake 2: Boring Content Let’s be honest – if you wouldn’t stop scrolling for your own post, why would anyone else? No one is stopping on LinkedIn to read your corporate brochure. Do a quick check before you post – - Is the topic relevant to your audience, or just your business? - Is there anything in the post that will stop people from scrolling straight past? - Are your images engaging or just overbranded filler? Too much branding makes posts feel like ads. 🔧 **Fix it**: Think like a YouTuber. Topic. Title. Thumbnail. Your packaging matters. Make your content scroll-stopping, not scroll-past. [ ![Michelle J Raymond LinkedIn expert Company Page Content](https://b2bgrowthco.com/wp-content/uploads/2025/06/Company-Page-Content.webp "Michelle J Raymond LinkedIn expert Company Page Content - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://socialmediaforb2bgrowthpodcast.com/episodes) ## Mistake 3: Zero Differentiation If your posts sound just like every other company in your industry, you’re invisible. What’s most likely missing? - Emotion - Humour - Real stories - Opinions 🛠️ **Fix it**: Bring your brand’s personality into the mix. Showcase your team. Ask subject matter experts to share their take on industry trends. Your people are your edge. Use them! For a great example of a Company Page that does exactly this, check out our client [Lightwire Business](https://www.linkedin.com/company/lightwire-business/). Love your work [Rachel Hewitt](https://www.linkedin.com/in/rachel-hewitt-b63515313/)! ![Lightwire Company Page](https://b2bgrowthco.com/wp-content/uploads/2025/06/Lightwire-Company-Page.webp "Lightwire Company Page - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Mistake 4: Broadcasting Instead of Engaging Social media is meant to be social. If you’re not inviting interaction, you’re not building a community. If your content just talks at your audience, don’t be surprised by low engagement. 🔧 **Fix it**: Social media is a two-way conversation. Stop monologuing and start listening. - Add questions to your posts - Use polls - Ask for opinions or reactions **Sign up for** [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) **so you don’t miss out on how to do this using the P.A.G.E. Advocacy framework.** ![MICHELLE J RAYMOND LINKEDIN EXPERT PAGE FRAMEWORK](https://b2bgrowthco.com/wp-content/uploads/2025/06/MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-PAGE-FRAMEWORK-1024x683.webp "MICHELLE J RAYMOND LINKEDIN EXPERT PAGE FRAMEWORK - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Mistake 5: Hiding Your Employees Worried your employees will be poached if you feature them in posts? Here’s a thought: If they feel valued and visible, they’re less likely to leave. 💡 Your people are your best differentiator. 🔧 **Fix it**: Showcase your team. Celebrate wins. Share real faces and stories. The payoff? More reach, more trust, and a stronger brand presence. ## Take Action and Fix Your LinkedIn Company Page? I’ve outlined the five most common mistakes and provided the exact solutions to address them. **However, none of this works unless you actually take action**. And here’s the risk: while you wait, your competitors might be reading this too. They’ll take action. They’ll grow faster. They’ll win those opportunities. Don’t let that happen. Select one item from this list, fix it, and build from there. Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) PS Want to hear my LinkedIn updates first? Subscribe to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1764-LowSq.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Company Pages, LinkedIn Tips --- ### [Where LinkedIn Video Fits in a B2B Content Strategy](https://b2bgrowthco.com/i-was-wrong-about-linkedin-video-it-actually-works-for-b2b-marketing/) **Published:** May 31, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** https://b2bgrowthco.com/i-was-wrong-about-linkedin-video-it-actually-works-for-b2b-marketing/ **Content:** Is LinkedIn secretly becoming the best B2B video platform? The short answer: maybe. The longer answer? Let’s talk about it. As of 2024, it’s estimated that individuals spend an average of **1 hour and 16 minutes daily** watching short-form videos. ([Source](https://quickcreator.io/seo/short-video-statistics-2024/?utm_source=chatgpt.com)) To put this into perspective, this daily habit amounts to nearly **40 hours per month**! The equivalent to a full-time workweek dedicated solely to consuming short-form video content. LinkedIn has been quietly shifting gears in the video space, especially with short-form content. While TikTok, Reels and Shorts dominate the social space, LinkedIn offers something those platforms can’t: a captive B2B audience that’s ready to do business. Let’s explore what’s happening, what the data says, and whether your business should care. This article is inspired by the recent episode of the [Social Media for B2B Growth Podcast](https://socialmediaforb2bgrowthpodcast.com/) hosted by [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/). If you want to know all the details invest under 20 mins and listen or watch the episode. [Listen on Apple Podcasts](https://podcasts.apple.com/us/podcast/i-was-wrong-about-linkedin-video-it-actually-works/id1603908569?i=1000705459656) ## 1. What’s Happening with LinkedIn Video? One day, there’s a dedicated video tab. The next? Gone. Then it’s back, kind of. Welcome to LinkedIn’s short-form video feed: a feature that’s constantly evolving. But even with the chaos, there’s one thing I am sure of: LinkedIn is all in on video. Especially now, as uncertainty continues to hang over TikTok’s future in the US, LinkedIn is eyeing a big opportunity. 👉 Bottom line: LinkedIn is experimenting, adapting, and watching closely how users engage with video. And where LinkedIn puts its energy? Follow the money. That’s where the opportunity is. [ ![LAKSHMAN LINKEDIN POST](https://b2bgrowthco.com/wp-content/uploads/2025/05/SCREENSHOT-IMAGE-LINKEDIN-POST.webp "LAKSHMAN LINKEDIN POST - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.linkedin.com/feed/update/urn:li:activity:7313618292944838657/) ## 2. Stats That Matter for B2B Marketers Still on the fence? Let’s talk numbers. According to LinkedIn: - **Engagement on short-form video is up 34%** – the fastest-growing content format on the platform. - **Users are 20x more likely to share video content** – meaning better reach beyond your existing audience. - **Videos under 30 seconds get 200% higher completion rates** – short, sharp, and to the point wins. My advice? Don’t ignore the format just because it feels unfamiliar. Test, measure, and adapt based on what works for your audience. [ ![Screenshot SHE FORGOT A GOOD HOOK](https://b2bgrowthco.com/wp-content/uploads/2025/05/Screenshot-SHE-FORGOT-A-GOOD-HOOK.webp "Screenshot SHE FORGOT A GOOD HOOK - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.linkedin.com/posts/juliacabralflavin_were-doing-a-lot-of-testing-with-video-activity-7308961446028091392-0X60?utm_source=share&utm_medium=member_desktop&rcm=ACoAAALHeasBTJ006Q468Wkt_3BOaIIS_2NvF-Y) ## 3. Pros and Cons of Short-Form Video Let’s break it down at the high level and yes this applies to both personal and Company Page content. #### Pros: - **You come to life** – Video adds energy, personality and builds real connection. - **Relatable > polished** – Simple, helpful videos often outperform high-budget productions. - **It’s where LinkedIn is investing** – Better discoverability and better promotion. #### Cons: - **Fear of the camera is real** – But you’re not alone. I nearly gave up on my very first 5-minute video assignment. - **High-quality video expectations** – Especially in corporate, where over-branding can kill creativity. - **Doing it ‘just because’**– never a reason to do anything. At the end of the day a solid LinkedIn content strategy is what is important and this is just one piece of that puzzle. ## 4. Video Strategy Tips for B2B Brands You don’t need a film crew or fancy equipment to get started with LinkedIn short form video but you will need a plan and the right tools. **Start with tools that make it easy:** - [**Descript**](https://get.descript.com/yaifzvkdqkpc) – Edit videos as easily as you can edit a Word doc. - **CapCut** – Great for mobile users. - [**OpusClip**](https://www.opus.pro/?via=b2bgrowthco)– Repurpose long-form into snackable clips with the power of AI. - [**Metricool**](https://f.mtr.cool/WSGMKZ)– Schedule across LinkedIn Pages and Profiles as well as all other social media channels. **What makes a good short form video:** Ideally these vertical videos are 30 to 60 seconds, but can go up to 2 mins. 📌 **Be helpful first**. Educate. Share. Tell stories. 📌 **Dial down the branding**. Too much logo can feel like an ad and people scroll straight past. 📌 **Add some fun**. Yes, even on LinkedIn! Relatability is magnetic. 📌 **Make the first 3 seconds count**. Hook the viewer. Give them a reason to keep watching. ## 5. Don’t Overthink It. Just Start. If you’ve never made a short-form video on LinkedIn, this is your permission slip. That first video is the hardest, and yes, my first LinkedIn video still makes me cringe a little. But if I hadn’t hit “post,” I wouldn’t be speaking on international stages today. Don’t believe me? Here is that video from four years ago where I was going crazy because I couldn’t figure out where you needed to look. Great eyebrows though 😂 [ ![Michelle J Raymond LinkedIn Expert First Video](https://b2bgrowthco.com/wp-content/uploads/2025/05/MJR-Screenshot-2025-06-03-055614.webp "Michelle J Raymond LinkedIn Expert First Video - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.linkedin.com/posts/michellejraymond_thecovidblues-linkedintips-goodtradingco-activity-6709247226167873537-9AMV?utm_source=share&utm_medium=member_desktop&rcm=ACoAAALHeasBTJ006Q468Wkt_3BOaIIS_2NvF-Y) So go make your first one. Have a go at keeping it under 60 seconds. Tag me when you post it. I’d love to cheer you on. Remember you never know where you might end up! And if short-form really isn’t your thing, that’s OK. LinkedIn Live is still my favourite. No scripts. No pressure. Just real conversations and community. Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) PS Want to hear my LinkedIn updates first? Subscribe to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1764-LowSq.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Tips --- ### [LinkedIn Algorithm Changes: How to Adapt Your Content to Maintain Impressions](https://b2bgrowthco.com/linkedin-algorithm-changed-so-should-your-content/) **Published:** July 23, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** How recent LinkedIn algorithm changes affect your content strategy — with practical guidance for B2B marketers on what to focus on to maintain visibility, relevance and meaningful engagement. **Content:** Let’s not sugarcoat it. The LinkedIn algorithm update in June threw a lot of B2B marketers off their game (including me!) Impressions tanked. Engagement stalled. Panic set in. If you felt like your LinkedIn content stopped working overnight, you weren’t imagining it. But instead of chasing every new trend or over-analysing every dip in reach, I took a breath and did what I always do: **Revisit the strategy. Investigate. Adjust. Test. Repeat.** Now that the dust has settled, here’s exactly what I’m doing for my business and my clients. This article is inspired by the recent episode of the [Social Media for B2B Growth Podcast](https://socialmediaforb2bgrowthpodcast.com/) hosted by [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/). [Listen on Apple Podcasts](https://podcasts.apple.com/au/podcast/linkedin-algorithm-changed-use-this-new-content-strategy/id1603908569?i=1000719725004) ## Relevancy is the New Reach For years, we’ve been told to chase impressions. The bigger the number, the better the performance, right? Not anymore. LinkedIn made it official in June: It’s no longer about how many people see your content. It’s about whether the right people see it. Here’s what that means in practice: - Your content should speak to your ideal customer, not try to please the masses - Engagement is about meaningful actions, comments and conversations, not just likes - And if you’re still measuring success by views alone, you’re looking at the wrong scoreboard The algorithm is smarter now. It’s looking at who you engage with, who engages with you, and what relationships you build in your posts, your comments, and even your DMs. It wants to see connection. Relevance. Real value. I’m all in on this shift. [ ![LINKEDIN NEW RULES MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/07/LINKEDIN-NEW-RULES-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x576.webp "LINKEDIN NEW RULES MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-has-changed-again-here-is-what-im-doing-about-it/) ## The 3 LinkedIn Content Types I Trust This isn’t some shiny new playbook. These are content types I’ve been using for years, and now, LinkedIn is finally rewarding them in a big way. If you want to stay visible in this new landscape, here’s where to focus: ### 1. Polls Let’s start with the easiest win. Polls are still outperforming just about everything else, especially when it comes to reaching the right audience. Why? Because: - They’re fast to create - They spark engagement, even from lurkers - They teach the algorithm who’s interested in your content When someone votes, it signals to LinkedIn that they care about what you’re saying and that makes it more likely they’ll see your future posts. I use them to test ideas, gather insights, and keep the conversation flowing. And my clients are seeing the same results. 📌 Not using polls? Start with one every fortnight and go from there. [ ![LinkedIn Polls Michelle J Raymond LinkedIn expert](https://b2bgrowthco.com/wp-content/uploads/2025/07/LinkedIn-Polls-Image.webp "LinkedIn Polls Michelle J Raymond LinkedIn expert - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.linkedin.com/posts/michellejraymond_which-is-more-offensive-to-you-1-people-activity-7354673976654118912-zQb7/?utm_source=share&utm_medium=member_desktop&rcm=ACoAAALHeasBTJ006Q468Wkt_3BOaIIS_2NvF-Y) ### 2. LinkedIn Lives This is where trust is built in real time. If you want your audience to know, like and trust you, go live. Here’s why LinkedIn Lives work so well: - You can invite up to 1,000 people per week - It creates a two-way interaction - And you can repurpose the content in multiple formats LinkedIn is also quietly investing in Lives. [New Event Ad options](https://business.linkedin.com/marketing-solutions/native-advertising/event-ads) now allow you to promote events before, during and after they happen. A clear signal they’re betting big on this format. You don’t need a studio or fancy setup. I use [StreamYard](https://streamyard.com/pal/c/6437923839934464) to stream to both LinkedIn and YouTube at the same time. It’s simple, reliable, and great for getting more mileage from one live session. 📌 Tip: Schedule your live a few weeks in advance so you can send invites, promote it properly and build momentum. [ ![B2B Wins LinkedIn Live with Michelle J Raymond and Ty Heath LinkedIn](https://b2bgrowthco.com/wp-content/uploads/2025/07/B2B-Wins-TY-HEATH-BANNER-1024x576.webp "B2B Wins LinkedIn Live with Michelle J Raymond and Ty Heath LinkedIn - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.linkedin.com/events/linkedin-styheathreveals-whatb27343554687062679552/theater/) Don't miss this LinkedIn Live Event with Ty Heath - Director of The B2B Institute ### 3. LinkedIn Newsletters This one’s my favourite. LinkedIn newsletters are still massively underused, especially by B2B businesses. I don’t have to convince you because you are reading mine now! 😀 Here’s what makes them so valuable: - People **opt in**to hear from you - Every time someone connects with you, LinkedIn automatically invites them to subscribe - They get notified **directly**(not buried in the feed) - LinkedIn Newsletters are indexed by **Google**, so your content lives longer than 24 hours. And now with tools like ChatGPT pulling content from LinkedIn articles and newsletters, your insights have the potential to reach far beyond your current audience. If your Company Page has 1,000+ followers and you’re not using a newsletter? You’re missing a powerful, long-term visibility tool. For more info on this topic – 📌 I recommend publishing monthly to start. It’s manageable and enough to build consistency. ## How to Build a Repeatable Strategy I say this all the time: **consistency beats hacks**. If you’re winging it week to week, these three content types let you work smarter: - **Polls**: once a week, or fortnightly at a minimum - **LinkedIn Lives**: once a month, aligned with a key topic or campaign - **Newsletters**: monthly, repurposed from my longer-form content (lives, podcasts, blogs) This is the exact content rhythm I follow and what I roll out with clients who are serious about building visibility and trust on LinkedIn. It’s not about volume. It’s about alignment. When your content aligns with your business goals, your audience’s needs, and the platform’s direction, you win. [ ![B2B GROWTH CO LINKEDIN Company Page Management](https://b2bgrowthco.com/wp-content/uploads/2024/09/Company-Page-Management-Feature-Image-1024x576.webp "B2B GROWTH CO LINKEDIN Company Page Management - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/company-page-management/) ## Final Thoughts This isn’t the first time LinkedIn has changed. It won’t be the last! But here’s what won’t change: - B2B buyers want helpful, relevant content - Community still matters more than reach - And strategy beats “posting for the sake of it” every time If your content isn’t landing right, don’t panic. Reassess. Re-align. And rebuild with purpose. If you need help implementing these changes for your business, book a call. Let’s simplify LinkedIn so it works for your business in 2025. **Book a time here –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) PS Want to hear my LinkedIn updates first? Subscribe to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1764-LowSq.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Tips --- ### [How to Increase LinkedIn Post Impressions Without Overcomplicating Your B2B Strategy](https://b2bgrowthco.com/standing-out-on-linkedin-isnt-actually-that-hard-heres-how/) **Published:** June 1, 2025 **Author:** michelle@b2bgrowthco.com **Content:** ***The brand that gets remembered is the brand that gets bought.*** Think about that for a moment. Is your brand memorable or easily forgotten? I recently read this quote: 71% of B2B marketers think their messaging is unique, but 68% of buyers say all brands sound the same. (Source: Dentsu) OUCH! Many of us were taught or have had experiences that being different was a bad thing. But on LinkedIn? It’s the secret to winning business. If you’ve ever worried that standing out feels uncomfortable, you’re not alone. But standing out doesn’t mean you have to go crazy or change who you are. In today’s newsletter, I’ll share a simple, practical way to figure out what makes you different. This article is inspired by the recent episode of the [Social Media for B2B Growth Podcast](https://socialmediaforb2bgrowthpodcast.com/) hosted by [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/). If you want to know all the details invest under 20 mins and listen or watch the episode. [Listen on Apple Podcasts](https://podcasts.apple.com/us/podcast/standing-out-on-linkedin-isnt-actually-that-hard-heres-how/id1603908569?i=1000706593107) ## Why Being Different Matters on LinkedIn With over a billion members, LinkedIn is overflowing with smart, experienced people. If you want B2B buyers to notice your brand, you can’t just be another face in the crowd. When you look and sound like everyone else, you disappear in the scroll. This isn’t about shouting the loudest or becoming something you’re not. It’s about creating a lasting place in your audience’s mind, so when they need someone like you, they remember you. ## 5 Questions to Discover What Makes You Different If you’re thinking, *“But I don’t know what makes me different…”* Here’s a framework I use with my clients (and myself!) to find their edge: #### 1. What do people consistently compliment you on? Check your LinkedIn recommendations, client feedback, or testimonials. Look for patterns. (You can even run them through ChatGPT if you want a shortcut.) #### 2. Where do you break the ‘industry rules’ without even thinking? Where do you naturally challenge outdated advice or conventional thinking? Not for attention, but because you *believe* it’s better? #### 3. What do you believe deeply that others often ignore or disagree with? This is pure gold for differentiation. Example: I stand firmly against growth hacks and automation tricks. My promise? **B2B Growth. No Hacks!** #### 4. If your ideal client were choosing between you and five others, why would they pick you? Be specific. Go beyond “I care about my clients”. Dig into your approach, your experience, and your values. #### 5. What personal trait do you bring into your work that most others don’t? For me, it’s empathy and genuine care for my clients’ success. What’s yours? ## Turn Your Insights Into Action on LinkedIn Once you uncover your “different,” it’s time to weave it into your LinkedIn presence: - **Banner**: Choose 3–5 words that represent your unique edge. - **Headline**: Sprinkle in traits or strengths that set you apart. - **Featured + About Sections**: Tell your story in a way that feels true to you. And don’t forget: If you don’t have recent LinkedIn recommendations, make it a priority to request 2–5 new ones. (They’ll not only boost your credibility but give you fresh insights into your strengths.) [ ![DARE TO BE DIFFERENT - MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/05/DARE-TO-BE-DIFFERENT-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-575x1024.webp "DARE TO BE DIFFERENT - MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/newsletter/) ## Final Thoughts Standing out on LinkedIn doesn’t mean you have to overshare, do stunts, or chase the algorithm. It means being unapologetically yourself, grounded in what makes you *genuinely* valuable. If you need a hand discovering your “different” or updating your LinkedIn profile to reflect it, my [**Power Hour**](https://b2bgrowthco.com/services/) or [**Profile Rewrite**](https://b2bgrowthco.com/linkedin-profile-writing/) services are here to help. Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) PS Want to hear my LinkedIn updates first? Subscribe to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1764-LowSq.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Tips --- ### [LinkedIn Growth Mistakes: The Dangerous Tactics You Shouldn’t Use](https://b2bgrowthco.com/dont-fall-for-these-smart-linkedin-tactics/) **Published:** June 4, 2025 **Author:** michelle@b2bgrowthco.com **Content:** If it sounds too good to be true, it probably is. That’s the golden rule I wish more LinkedIn users remembered. Look, I get it. Things on LinkedIn take time. Time you may not have on your side if you’re desperate for sales for your B2B, or under pressure from your leadership team to meet your marketing KPIs. This week’s podcast is a cautionary tale, a real-talk conversation with [Scott Aaron](https://www.linkedin.com/in/scottaaroncoach/)about the shady tactics flooding LinkedIn. Think engagement pods, fake followers, email scraping, and dodgy automation tools. Whether you’re new to LinkedIn or have been here a while, this episode is your wake-up call. Here’s what you need to know to protect your brands, your business and your employees. This article is inspired by the recent episode of the [Social Media for B2B Growth Podcast](https://socialmediaforb2bgrowthpodcast.com/) hosted by [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/). If you want to know all the details invest under 20 mins and listen or watch the episode. [Listen on Apple Podcasts](https://podcasts.apple.com/us/podcast/dont-fall-for-these-smart-linkedin-tactics/id1603908569?i=1000712342205) ## Get Familiar with the LinkedIn User Agreement Before you read any further in this article, take time to get familiar with the [LinkedIn User Agreement](https://www.linkedin.com/legal/user-agreement). It is essential that you understand exactly how LinkedIn expects its members to behave while using the platform. Especially pay attention to section 8 – “LinkedIn Dos and Don’ts”. It’s there that you will see very clearly how many of the tactics mentioned contradict this section. No matter how much others try to convince you, it’s a grey area, I can assure you it isn’t. Getting busted for breaking these rules = a one-way ticket to LinkedIn jail at best. Losing your account permanently is the worst-case scenario. This is crucial to know, especially when you are responsible for getting employees active on the platform. ## Engagement Pods = Cheating the Algorithm Engagement pods have evolved over time and are much more sophisticated. At first glance, engagement pods can appear to be a community. They’re not. They’re schemes, free or paid, where people like and comment on each other’s content, not because they’re interested, but to ‘beat the algorithm’. Some even pay up to $500/month to join. I call it cheating. Scott calls it “LinkedIn insanity.” Either way, it’s against LinkedIn’s terms and tanks your credibility. **Some of the red flags to spot a pod:** 🚩Same 70+ people always commenting immediately as the post goes live 🚩Almost the exact number of likes on every post, no matter the topic. Usually in the hundreds. 🚩More poll comments than votes (👀 seriously?!) 🚩Comments from accounts in unrelated industries, usually from third-world countries (Google click farms to learn more.) And no, it doesn’t drive business. Just busywork. ![MICHELLE J RAYMOND - LINKEDIN EXPERT AND KEYNOTE SPEAKER](https://b2bgrowthco.com/wp-content/uploads/2025/06/MJR-PRESENTING-AT-SMMW25-1024x683.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT AND KEYNOTE SPEAKER - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Buying LinkedIn Followers = Pure Craziness Yes! People really do buy LinkedIn followers for their personal accounts and company pages. In fact, they can also buy newsletter subscribers. The worst part is that it is so easy and cheap these days to do this across all social platforms. 😔 **What to look for:** - Huge following but zero engagement - Sudden “overnight success” stories (LinkedIn is not designed for unicorns 🦄) - Newsletter with 10K subscribers but no reactions **Real influence is built, not bought!** No matter how tempting it might be, having fake followers will not help you grow your business. [ ![LINKEDIN PROFILE WRITING SERVICE WITH MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/06/LINKEDIN-PROFILE-WRITING-SERVICE-WITH-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x576.webp "LINKEDIN PROFILE WRITING SERVICE WITH MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-profile-writing/) Is your LinkedIn Profile underselling your experience and expertise? Let's get that fixed. ## Don’t Rent Accounts or Use Automation Tools Yes, automation tools like these are tempting for those with limited time. But handing over your LinkedIn cookies? That’s like giving someone your car keys and being shocked when it crashes. Even worse: some tools use your account to comment *without your knowledge*. Others scrape email data, putting you at risk of GDPR hot water. **Just don’t.** - LinkedIn *will* restrict your account if you’re caught - You’ll lose access — permanently - No, you won’t get it back **Read the user agreement. It’s not a suggestion!** Also, follow [Daniel Hall](https://www.linkedin.com/in/danielbhall/) to really learn exactly how scary it is when you hand over your account details. ## Build Your Brand the Right Way on LinkedIn - It’s Worth It Scott and I agree: LinkedIn is a long game. It’s a slow burn. But it’s *worth it* when you: - Build real relationships - Show up with helpful, human content - Treat your reputation as your biggest asset If someone’s promising shortcuts, run the other way. And if you’ve already made a mistake? It’s not too late to turn around. > “If you hang out with garbage, you smell like it.” Judy Raymond - my very smart mum. [ ![The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-LinkedIn-Branding-Book-Front-Cover-725x1024.webp "The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.amazon.com.au/dp/B0BM6CQ68K?geniuslink=true) Buy your copy on Amazon today. ## Final Thoughts Patience is a virtue when it comes to LinkedIn. I know it can feel tedious and like you’re not making progress quickly. That’s just because relationships take time to develop. Before you reach for the quick fix of joining a pod or buying followers, invest in training. Learning from my G.R.O.W.T.H framework can save you many hours of heartache and costly mistakes. I’ve been there and done that! Let’s make it happen – Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) PS Want to hear my LinkedIn updates first? Subscribe to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1764-LowSq.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Company Pages, LinkedIn Tips --- ### [Why LinkedIn Company Pages Struggle to Get Followers (and How to Change That)](https://b2bgrowthco.com/why-no-one-follows-your-linkedin-page-what-to-do-about-it/) **Published:** June 2, 2025 **Author:** michelle@b2bgrowthco.com **Content:** **On a scale of 1–10, how frustrated are you with your Company Page growth?** I’m guessing it’s a solid 10. Maybe even an 11. You’re showing up, doing your best and still not seeing the results you want. You’re not alone. After years of working with B2B brands of all sizes, I’ve narrowed it down to **four common problem areas** that could be holding your LinkedIn Company Page back and what to do about each of them. This article is inspired by the recent episode of the [Social Media for B2B Growth Podcast](https://socialmediaforb2bgrowthpodcast.com/) hosted by [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/). If you want to know all the details invest under 20 mins and listen or watch the episode. [Listen on Apple Podcasts](https://podcasts.apple.com/us/podcast/why-no-one-follows-your-linkedin-page-what-to-do-about-it/id1603908569?i=1000708298621) ## 1. You Don’t Have a LinkedIn Strategy If your LinkedIn Company Page doesn’t have a documented strategy, you’re flying blind. A generic “post three times a week” plan isn’t going to cut it. Ask yourself: - Have you done customer research recently? - Is your LinkedIn plan aligned with your business goals? - Do you have clear content pillars and positioning? If the answer is *no* or *not really*, it’s time to go back and get these foundations right. And yes, ChatGPT can be helpful here to bounce around ideas or draft your first plan. 🛠 **Fix it:** Build a LinkedIn Page strategy that connects your business goals with customer needs and shows up clearly in your LinkedIn content. ![MICHELLE J RAYMOND - LINKEDIN EXPERT PRESENTING AT SOCIAL MEDIA MARKETING WORLD](https://b2bgrowthco.com/wp-content/uploads/2025/06/MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-PRESENTING-AT-SOCIAL-MEDIA-MARKETING-WORLD.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT PRESENTING AT SOCIAL MEDIA MARKETING WORLD - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## 2. You’re Not Up to Date With the Latest Changes LinkedIn changes fast. Features shift. Algorithms evolve. What worked last year might not work now. If LinkedIn isn’t your full-time focus, it’s tough to keep up, and that’s OK. That’s why I create content across my [podcast](https://socialmediaforb2bgrowthpodcast.com/), [YouTube channel](https://www.youtube.com/@MichelleJRaymond), and [newsletter](https://b2bgrowthco.com/newsletter) to give you the latest info without the overwhelm. 🛠 **Fix it**: Subscribe to trusted LinkedIn resources (like this one!) so you’re not flying blind with outdated tactics. ## 3. Your Content Isn’t Consistent Posting only when there’s a webinar or trade show? Been there. But consistency is the #1 way to stay top of mind with your audience. If you’re short on time (and most of us are), try: - Blocking content creation time in your calendar - Repurposing longer content into short-form clips or posts - Recycling evergreen posts from months ago 🛠 **Fix it**: Create a system to batch, repurpose, and schedule content. Tools like Metricool can help you stay organised. ## 4. Your Team Is Stretched Too Thin You can’t grow a LinkedIn presence if your team is burnt out or juggling too many platforms. It’s time to either narrow the focus and do fewer things to a higher standard or if that’s not an option it’s time to get support. 🛠 **Fix it**: Consider working with an expert partner like B2B Growth Co to plug short-term staffing issues. We offer short term contracts to help you manage peak periods. ![BUSINESS-GOLD-Build Awareness, Authority and Advantage with LinkedIn Company Pages](https://b2bgrowthco.com/wp-content/uploads/2023/12/BUSINESS-GOLD-Second-EditioneBook-683x1024.webp "BUSINESS-GOLD-Build Awareness, Authority and Advantage with LinkedIn Company Pages - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") The World's First and Only Book for LinkedIn Page Admins ## The Solution Most People Don’t Consider Here’s what only Company Pages can do: **You can outsource.** Unlike personal profiles, LinkedIn Company Pages can be managed by a third party. And that’s exactly what we do at [B2B GROWTH CO – Grow Your B2B on LinkedIn](https://www.linkedin.com/company/b2b-growth-co/). We partner with B2B businesses to: - Align business strategy with LinkedIn strategy - Stay current with LinkedIn best practices - Take the pressure off internal teams [ ![B2B GROWTH CO LINKEDIN Company Page Management](https://b2bgrowthco.com/wp-content/uploads/2024/09/Company-Page-Management-Feature-Image-1024x576.webp "B2B GROWTH CO LINKEDIN Company Page Management - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Book an intro call to learn more ## What to Review and Where to Act ✅ Strategy in place and aligned to business goals ✅ Up to date with LinkedIn best practices ✅ Consistent, high-quality content ✅ Enough internal resources (or consider outsourcing) If your Company Page hasn’t taken off yet, start with this audit. Then take action based on where you find the gaps. Need help? You know where to find me. Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) PS Want to hear my LinkedIn updates first? Subscribe to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1764-LowSq.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Company Pages, LinkedIn Tips --- ### [What REALLY Happens When You Take a Break from LinkedIn?](https://b2bgrowthco.com/what-really-happens-when-you-take-a-break-from-linkedin/) **Published:** June 23, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** What happens when you take a break from LinkedIn — a practical look at the impact on audience visibility, relevance and long-term content momentum for B2B teams. **Content:** Ever feel like you want/need to step away from LinkedIn, but you push yourself because you’re worried it will undo all your hard work and put at risk everything you’ve built? I get it. Especially if you’re like me and LinkedIn is the primary source of leads for your business. I recently had to take some time off the platform. Let’s talk about what actually happens when you step away, and why taking time off might be the best thing you do for your content, business and sanity. This article is inspired by the recent episode of the [Social Media for B2B Growth Podcast](https://socialmediaforb2bgrowthpodcast.com/) hosted by [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/). If you want to know all the details invest under 20 mins and listen or watch the episode. [Listen on Apple Podcasts](https://podcasts.apple.com/us/podcast/what-really-happens-when-you-take-a-break-from-linkedin/id1603908569?i=1000714010551) ## The Platform Didn’t Collapse. Neither did I. You might think that taking a break will make you irrelevant overnight. It won’t. No one launched a search party when I disappeared for a couple of weeks. But that’s not a bad thing. The truth is, I didn’t need to be there every single day for my content to keep working. Because I’ve spent years building a solid brand foundation: - Helpful posts that keep getting resurfaced - Evergreen content across my Company Page, podcast, YouTube and newsletters - A strong personal brand that holds its ground, even when I’m quiet The effort I’ve put in over time did its job, while I focused on what matters (Hint: there is more to life than LinkedIn 😲) [ ![LOOKING FOR A LINKEDIN COACH BOOK AN INTRO CALL](https://b2bgrowthco.com/wp-content/uploads/2024/09/Work-with-Michelle-1024x576.webp "LOOKING FOR A LINKEDIN COACH BOOK AN INTRO CALL - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) ## Fear is a Liar (but a convincing one) The panic around “falling off” LinkedIn is real. Especially when LinkedIn is how you generate leads or build your business. We get told to feed the beast. Show up. Stay visible. Be consistent. And I believe in consistency, but not at the cost of your sanity. What don’t I believe in? Burnout. I’ve been there. Sitting at my keyboard with 50 ideas and no desire to write a single one. Staring at a blank post, wondering why I suddenly hate it all. That’s when I know it’s time to step back. And here’s what I always forget until I do it: > The best ideas show up when I’m not trying so hard! Taking time out for whatever reason I need to, creates the space for me to think. MJR > > John Doe ## The Benefits of Taking a Break? They Might Surprise You Aside from the obvious (rest, recharge, sanity), there’s another upside: - Space = clarity - Rest = better ideas - Distance = perspective Some of my best content ideas come when I step away from my desk. On holidays. In the garden. Anywhere that doesn’t involve battling the blank page. Taking time off helped me reset and refocus, especially now, halfway through the year. It’s helped me ask: What’s working? What’s next? ## How to Step Away Without Losing Momentum You don’t have to ghost your audience. Here’s what I do (and what I recommend): **1. Use scheduling tools:** I schedule content ahead using [Metricool](https://f.mtr.cool/WSGMKZ), especially when travelling for speaking gigs or P.A.G.E. Advocacy tours. You can also use LinkedIn’s built-in scheduler. **2. Repurpose past posts:** Great content doesn’t expire. New followers haven’t seen your old gold, and even long-time connections need reminders. **3. Set an away message (if you use LinkedIn Premium):** Just like an email out-of-office, you can let people know you’ll respond when you’re back. **4. Tell your audience you’re stepping back:** Oddly enough, these “I’m off for a break” posts often perform really well. People appreciate the honesty, and they’ll welcome you back. ![LINKEDIN PREMIUM AWAY MESSAGE](https://b2bgrowthco.com/wp-content/uploads/2025/06/AWAY-MESSAGE-1024x752.webp "LINKEDIN PREMIUM AWAY MESSAGE - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") LinkedIn Premium Away Message ## Final Thought The most powerful lesson I can give you from this is to always keep perspective about what LinkedIn is. I always tell myself, “I’m not doing heart transplants. It’s just posting on LinkedIn.” Remind yourself that one missed week or two or three won’t undo years of showing up. The break won’t erase your reputation. And your audience? They’ll still be there. So if you’re tired, overwhelmed, or just need some white space in your week…Take the break. Then come back stronger, clearer, and more grounded in what you actually want to say. Until next time – ring the bell on my LinkedIn profile, and don’t miss those Friday Tim Tam Tips. Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) PS Want to hear my LinkedIn updates first? Subscribe to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1764-LowSq.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn, LinkedIn Tips --- ### [The Real Reason Your B2B LinkedIn Content Gets Ignored (And How to Fix It)](https://b2bgrowthco.com/the-real-reason-your-b2b-linkedin-posts-are-getting-ignored-and-fixes/) **Published:** June 23, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** A strategic look at why many B2B LinkedIn posts get ignored — and practical fixes to help marketing teams increase post impressions, relevance and engagement. **Content:** **You’re following the “rules”. You’re posting consistently. Yet it still feels like your content is invisible. Can you relate?** Business owners, marketers, and even social media managers with a content calendar in place are all scratching their heads at the lack of impressions and engagement. What if, with a few simple changes, you could turn things around? Read on to learn how or listen to the podcast for all the details. This article is inspired by the recent episode of the [Social Media for B2B Growth Podcast](https://socialmediaforb2bgrowthpodcast.com/) hosted by [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/). If you want to know all the details invest under 20 mins and listen or watch the episode. [Listen on Apple Podcasts](https://podcasts.apple.com/us/podcast/the-real-reason-your-b2b-linkedin-posts-are-getting/id1603908569?i=1000714740845) ## Why Playing It Safe on LinkedIn Isn't Serving You If your content never ruffles feathers, never shows a point of view, has no signs of emotion, and never says anything that could be disagreed with…I hate to break it to you, but it’s probably being scrolled past. Quickly. LinkedIn’s algorithm isn’t punishing you. Your audience is. And in turn, so does the LinkedIn algorithm because your audience isn’t stopping to engage. When no one slows down to interact with your post, the algorithm assumes it’s not interesting and stops pushing it further. Why aren’t people slowing down? Because there is nothing that grabs their attention. Nothing that makes it stand out as your post. It looks like all the other posts that are scrolling by. Safe = Ignored. Ignored means you aren’t memorable. This leads to opportunities going to competitors who may not be better than you, but they are able to be recalled when someone is looking to buy. This is especially the case for LinkedIn Company Pages. [ ![LinkedIn B2B G.R.O.W.T.H Masterclass with Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2024/05/b2b-growth-thumbnail-1024x576.webp "LinkedIn B2B G.R.O.W.T.H Masterclass with Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/growth-masterclass/) Want to work with me to learn how to leverage LinkedIn for business growth? ## What Does the LinkedIn Algorithm Reward? Conversations. That’s it. That’s the big secret. If your content invites conversation, LinkedIn sees it as valuable. But here’s the catch: conversation doesn’t come from neutrality. It starts with a **point of view**. - What do you believe about your industry that others might not? - What trends do you disagree with? - What questions do your clients ask that deserve better answers? - How do you feel about things that are impacting your industry? This is the real work of thought leadership. Not reposting the same facts everyone else is sharing, but showing up with your take on it. ![LINKEDIN ALGORITHM](https://b2bgrowthco.com/wp-content/uploads/2025/06/LINKEDIN-ALGORITHM-1024x579.webp "LINKEDIN ALGORITHM - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") LinkedIn Algorithm ## How To Create LinkedIn Content That Gets Seen Anyone who knows me knows that I’m more interested in providing fixes and offering actionable tactics. Here’s how to go from invisible to memorable: **1. Nail your hook:** The first line of your post is the most important. If it’s bland, people scroll. Ask a bold question. Make a clear statement. Be intriguing enough that they click “see more.” **2. Be your real-life self:** Write how you speak. No LinkedIn-version-of-you required. You can be professional *and* human. The content that performs best is written by people, not polished bots. #DigitalTwin **3. Drop the jargon:**You’re not writing a policy doc. You’re talking to real people. Ditch the safe corporate speak. It’s forgettable. **4. Own your opinions:** If I took your name off the post, could I tell it was yours? If not, you’ve got work to do. The strongest content has personality. It sounds like you. ## Final Thought You don’t need to be outrageous. But you do need to be you. Say something real. Say it in your own way. Say something that matters. When you start leading conversations instead of posting content for the sake of it, that’s when your LinkedIn results will change. Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) PS Want to hear my LinkedIn updates first? Subscribe to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1764-LowSq.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIHZpZXdCb3g9IjAgMCAxNiAxNiIgZmlsbD0ibm9uZSIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj4KPGcgY2xpcC1wYXRoPSJ1cmwoI2NsaXAwXzM0M18xMDA0KSI+CjxwYXRoIGZpbGwtcnVsZT0iZXZlbm9kZCIgY2xpcC1ydWxlPSJldmVub2RkIiBkPSJNMTUuMTY0MyAzLjIyMjc1QzE1LjQxMjYgMy40NzI1OSAxNS41OTA5IDMuNzgzMjYgMTUuNjgxMyA0LjEyMzY1QzE2LjAxNTkgNS4zODAwMSAxNi4wMTU5IDguMDAwMDEgMTYuMDE1OSA4LjAwMDAxQzE2LjAxNTkgOC4wMDAwMSAxNi4wMTU5IDEwLjYyIDE1LjY4MTMgMTEuODc2NEMxNS41OTA5IDEyLjIxNjggMTUuNDEyNiAxMi41Mjc0IDE1LjE2NDMgMTIuNzc3M0MxNC45MTYxIDEzLjAyNzEgMTQuNjA2NiAxMy4yMDc0IDE0LjI2NjggMTMuM0MxMy4wMTU5IDEzLjYzNjQgOC4wMTU4NyAxMy42MzY0IDguMDE1ODcgMTMuNjM2NEM4LjAxNTg3IDEzLjYzNjQgMy4wMTU4NyAxMy42MzY0IDEuNzY0OTYgMTMuM0MxLjQyNTE2IDEzLjIwNzQgMS4xMTU2NCAxMy4wMjcxIDAuODY3Mzk0IDEyLjc3NzNDMC42MTkxNDcgMTIuNTI3NCAwLjQ0MDg3MyAxMi4yMTY4IDAuMzUwNDE1IDExLjg3NjRDMC4wMTU4NjkyIDEwLjYyIDAuMDE1ODY5MSA4LjAwMDAxIDAuMDE1ODY5MSA4LjAwMDAxQzAuMDE1ODY5MSA4LjAwMDAxIDAuMDE1ODY5MiA1LjM4MDAxIDAuMzUwNDE1IDQuMTIzNjVDMC40NDA4NzMgMy43ODMyNiAwLjYxOTE0NyAzLjQ3MjU5IDAuODY3Mzk0IDMuMjIyNzVDMS4xMTU2NCAyLjk3MjkxIDEuNDI1MTYgMi43OTI2NSAxLjc2NDk2IDIuNzAwMDFDMy4wMTU4NyAyLjM2MzY1IDguMDE1ODcgMi4zNjM2NSA4LjAxNTg3IDIuMzYzNjVDOC4wMTU4NyAyLjM2MzY1IDEzLjAxNTkgMi4zNjM2NSAxNC4yNjY4IDIuNzAwMDFDMTQuNjA2NiAyLjc5MjY1IDE0LjkxNjEgMi45NzI5MSAxNS4xNjQzIDMuMjIyNzVaTTEwLjU2MTMgOC4wMDAwM0w2LjM3OTUyIDUuNjIwOTRWMTAuMzc5MUwxMC41NjEzIDguMDAwMDNaIiBmaWxsPSIjNDM0OTYwIi8+CjwvZz4KPGRlZnM+CjxjbGlwUGF0aCBpZD0iY2xpcDBfMzQzXzEwMDQiPgo8cmVjdCB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIGZpbGw9IndoaXRlIi8+CjwvY2xpcFBhdGg+CjwvZGVmcz4KPC9zdmc+Cg==) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Tips --- ### [LinkedIn Sales Posts for B2B Marketers: A Practical, Non-Cringe Playbook](https://b2bgrowthco.com/the-non-cringe-guide-to-writing-linkedin-sales-posts/) **Published:** July 2, 2025 **Author:** michelle@b2bgrowthco.com **Excerpt:** Guidance for B2B marketers on creating sales-oriented LinkedIn posts that build engagement and credibility without awkward or “cringe” language. **Content:** Let me guess… You stopped posting about your products or services because you didn’t want to come across as *cringe*. Now, leads have dried up. Sound familiar? I see this happen way too often. Business owners who were confidently showing up on LinkedIn suddenly pull back. They’ve been told “don’t be salesy,” “just focus on value,” or “lead with thought leadership.” Here’s the truth: if people don’t know what you sell, they can’t buy it. It’s time to talk about writing sales posts on LinkedIn without feeling like you need a shower afterwards. This article is inspired by the recent episode of the [Social Media for B2B Growth Podcast](https://socialmediaforb2bgrowthpodcast.com/) hosted by [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/). If you want to know all the details invest under 20 mins and listen or watch the episode. [Listen on Apple Podcasts](https://podcasts.apple.com/us/podcast/the-non-cringe-guide-to-writing-linkedin-sales-posts/id1603908569?i=1000715949820) ## What Went Wrong With Selling on LinkedIn? It wasn’t always like this. Once upon a time, just showing up on LinkedIn was enough to get leads. But it’s 2025, not 2020. Things are tougher now. And too many people took shortcuts that wrecked it for the rest of us: ❌ Spamming your whole network with the same untargeted pitch ❌ Using automation tools to blast out generic DMs ❌ Thinking one reply per thousand messages is a “win” Now we’re left with a weird fear of selling. So we overcorrect. No sales posts. Just helpful tips. And then we wonder where all the inbound leads have gone. [ ![COMPETITION IS FIERCE MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/07/COMPETITION-IS-FIERCE-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-1024x683.webp "COMPETITION IS FIERCE MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/quick-links/) How will you make your business stand out on LinkedIn? ## Let’s Talk About the Real Problem The biggest barrier to selling on LinkedIn, I believe, is mindset**.** You didn’t go into business to become a salesperson. You wanted to do what you’re great at. But now you’re spending more time trying to *get* business than actually *doing* the work you love. And if you’ve never had a sales job, this can feel overwhelming. Add to that: - Fear of judgement – “What will people think?” - Imposter syndrome – “Am I good enough?” - Worry about being pushy or spammy. So we go quiet. Or we try to “post more” non-sales content and hope it magically works. Spoiler: It doesn’t. [ ![The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-LinkedIn-Branding-Book-Front-Cover-725x1024.webp "The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://mybook.to/The_LinkedIn_Branding_Book) Learn more about Mindset in the LinkedIn Branding Book ## What Happens When You Never Sell I’ve seen this pattern again and again: 1. You stop talking about your offers. 2. You stop getting leads. 3. You post more, hoping that fixes it. 4. You burn out or give up. Even worse? You fall for the next scam promising “inbound leads overnight” for a few thousand dollars. And that makes me angry, because the stakes are high and there are no shortcuts. This isn’t just about social media. It’s about your business, your income, and the life you’re building. Let’s not leave that up to chance. ![STOP BURNING OPPORTUNITIES](https://b2bgrowthco.com/wp-content/uploads/2025/07/BURNING-MONEY.webp "STOP BURNING OPPORTUNITIES - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Stop burning opportunities ## The Non-Cringe Framework I Use (and You Can Too) Here’s what I discovered works, and it’s so simple. 🟩 **PAS** = Problem → Agitation → Solution This classic sales copywriting framework is my go-to for writing sales posts that feel helpful, not hard. **P – Problem:**What’s the challenge your ideal clients face? **A – Agitation:**What happens if they don’t fix it? **S – Solution:** How does your offer address the issue? Example from my business that’s relatable to my clients: **Problem** – You’re spending hours on LinkedIn with no results. **Agitation**– You’re burnt out, doubting yourself, and still not getting leads. **Solution** – My B2B G.R.O.W.T.H Masterclass provides you with a proven framework to focus your time and get results. That’s it. No cringe. No spam. Just showing up to solve problems. And yes, you can use ChatGPT to structure your posts in this format as well. ## Ready to Make LinkedIn Work Again? If you’ve been avoiding sales posts out of fear, it’s time to shift your mindset. Sales = solving problems. Sales = helping people. Sales = sustainability for your business. You don’t have to shout. You don’t have to chase. You just need a clear message and the courage to say it. Go write that post. The right people are waiting to hear it. **Want to work with me? Book a time here –** [**https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) PS Want to hear my LinkedIn updates first? Subscribe to [**b2bgrowthco.com/newsletter**](https://b2bgrowthco.com/newsletter) ![MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1764-LowSq.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [**Michelle J Raymond**](https://www.linkedin.com/in/michellejraymond/) 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, Content Creation, LinkedIn, LinkedIn Tips **Tags:** LinkedIn, Social Selling --- ### [LinkedIn Newsletters for B2B Growth - Are They Worth It?](https://b2bgrowthco.com/linkedin-newsletters-for-b2b-growth-are-they-worth-it-2023/) **Published:** February 17, 2023 **Author:** michelle@b2bgrowthco.com **Excerpt:** An honest assessment of LinkedIn newsletters for B2B growth, helping marketing teams understand when they’re worth the investment and how they support audience relevance. **Content:** Just over two years ago, I went out hard on LinkedIn Company Pages long before anyone else, seeing them as an untapped business resource. That certainly has proven true. I’ll put it out there that LinkedIn newsletters, often shunned by the majority, are a feature you should consider seriously as part of your content strategy. You don’t grow in business by doing what everyone else is doing. You need to find a way to stand out, and highly valuable original thought leadership is certainly a way to do that in the B2B world. Anyone can put a short post together, but not everyone can expand on those thoughts. It quickly sorts those that know their stuff from the Charlatans. ## What is a LinkedIn Newsletter? LinkedIn Newsletters are available for LinkedIn Creators and LinkedIn Company Pages. In the big scheme of LinkedIn’s history, they are relatively new and have much room to evolve. “A newsletter is a set of regularly published articles on LinkedIn, typically about a specific topic. You can subscribe to a newsletter to receive push, in-app, and email notifications whenever the author publishes a new article in the newsletter.” ([Source: LinkedIn](https://www.linkedin.com/help/linkedin/answer/a517914)). Newsletters can have text and images, embed podcast episodes, YouTube videos, external links, giphy, slides, quotes etc. The access criteria for newsletters can be found [here](https://www.linkedin.com/help/linkedin/answer/a591266). *Tip – Hold off creating your first newsletter until you have 1000+ followers/connections or better still higher. Why? Your first newsletter gets a free kick and goes to* ***every*** *single connection and follower for personal newsletters and* ***every*** *page follower. Don’t waste it! MJR* ## Pros and Cons of LinkedIn Newsletters Let’s start with a quick list of pros and cons for you to be aware of when it comes to LinkedIn Newsletters. **Pros** - Free - Quick and easy set-up – no tech required - Leverage an existing LinkedIn community - Build a subscriber base - Google indexes newsletters, and you can piggyback off LinkedIn’s reputation. - Content longevity **Cons** - You don’t own the subscriber list and can’t download this list - Some limits to design – you can’t set up templates - The extended time it takes to create long-form - If LinkedIn withdraws the newsletter feature, you have lost your work - Limited analytics to understand newsletter performance, e.g. open rates, % read etc Let’s dive deeper into why your business should consider LinkedIn Newsletters to grow your B2B business. ## LinkedIn is Investing Heavily in Newsletter Features I confidently back LinkedIn Newsletters because I research and follow the investment signs from LinkedIn. LinkedIn does not invest in new features without a solid business case to support them. One of the best insights into LinkedIn’s research is the 2022 Linkedin Edelman B2B Thought Leadership Impact Report, which is a brilliant read. ([Read here](https://www.edelman.com/expertise/Business-Marketing/2022-b2b-thought-leadership-impact-report)) The report covers four years of research. In summary, B2B brands that show original thought leadership will have more opportunities, especially in periods of economic downturn. ![](https://b2bgrowthco.com/wp-content/uploads/2023/02/55-Trophy-1-1024x576.webp "55 percent Trophy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") LinkedIn Newsletters are a great way to leverage LinkedIn to highlight your business’s thought leadership. This can be via the Company Page Newsletter or employee newsletters. Even better – a combination of both. ## Latest Feature Upgrades for LinkedIn Newsletters Let’s look at some of the recent feature upgrades for LinkedIn Newsletters. This round of updates appears to be focused on further improving discoverability and helping to build subscribers. In 2022, we also saw improvements in tagging individuals and companies and adding hashtags for discoverability. Also, being able to add your newsletter to your Featured section on your profile, and it is front and centre on a Company Page. Any new connection request also sends back an invite to subscribe to the newsletter. - **LinkedIn is rolling out one-click subscribe URLs and embeddable buttons. This will make it easier to guide people to your Newsletter and subscription page.** ![Newsletter Subscriber button](https://b2bgrowthco.com/wp-content/uploads/2023/02/Newsletter-Subscriber-button-1024x703.webp "Newsletter Subscriber button - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") - **LinkedIn Newsletters will show under Creator’s name in LinkedIn search results.** ![subscribe_on_linkedin2](https://b2bgrowthco.com/wp-content/uploads/2023/02/subscribe_on_linkedin2.webp "subscribe_on_linkedin2 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") - **Rolling out in the near future is the ability to schedule Linkedin newsletters.** ![LinkedIn Scheduled Newsletters Feature is coming](https://goodtradingco.com.au/wp-content/uploads/2023/02/Scheduled-Newsletters-Feature-is-coming-jpg.webp) - **Discover more newsletters by seeing which newsletters users are subscribed to.** - **SEO Settings for LinkedIn Newsletters** ![](https://b2bgrowthco.com/wp-content/uploads/2023/02/SEO-setttings-on-LinkedIn-Newsletters-1024x616.webp "SEO setttings on LinkedIn Newsletters - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Top 5 Reasons for Investing in LinkedIn Newsletters for B2B Growth There are five key points to focus on when it comes to LinkedIn Newsletters, which apply to personal and company page newsletters to grow your business. 1. **Google indexes newsletters** – your content can be discovered by a Google search and not just on LinkedIn. This doesn’t apply to LinkedIn posts. Why wouldn’t you want to be found on the world’s biggest search engine? If your content is more accessible – you will get more opportunities. 2. **Content longevity** – when you create a standard post, it becomes yesterday’s news in about 72 hours and disappears out of the feed. However, when indexed by Google, newsletters are searchable years into the future. Also, because previous editions of the newsletter are displayed in one area, it’s easy for new subscribers to find older editions. 3. **Repurposing** – newsletters are the perfect place to repurpose content you have already created to bring into one place. It can be video, images, posts, podcasts, slides etc. On the other hand, you can also repurpose the newsletter as a blog on your website (which is what I do). 4. **Subscribers** – The LinkedIn home feed is super competitive, and you rely on the algorithm to reach your audience. With newsletters, your entire subscriber base is notified each time you publish a newsletter. (assuming they haven’t changed newsletter notification settings). This alone should make you pay attention. *This is especially important to note for Company Pages.* 5. **B2B Thought Leadership** – your unique voice, knowledge, and experience make you stand out. Thought leadership can be from Founders, C-Suite employees or the company brand. Go back to the LinkedIn-Edelman report and read just how important this is in a predicted financially challenging year. As with everything I present, read through with an open mind, and review against your business plan and LinkedIn strategy. Each business will have unique goals and resources that need to be considered. I’m excited about what 2023 will hold for LinkedIn for B2B Growth. Newsletters will certainly be one area I’ll be focussed on, and I think you should seriously consider them too. Cheers [Michelle J Raymond](https://www.linkedin.com/in/michellejraymond/) ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") **Michelle J Raymond** Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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.](https://socialmediaforb2bgrowthpodcast.com/) Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. Book a free intro call to discuss how best we can serve you [**here**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn --- ### [How Nurturing on LinkedIn Drives Better Social Selling Results](https://b2bgrowthco.com/nurturing-networks-harness-the-power-of-nurturing-to-skyrocket-your-social-selling-results/) **Published:** March 24, 2023 **Author:** michelle@b2bgrowthco.com **Excerpt:** A strategic guide to nurturing professional networks on LinkedIn and beyond, showing B2B marketers how thoughtful engagement builds stronger relationships and better social selling outcomes. **Content:** ## The Power of Social Selling on LinkedIn People often ask me, “Michelle, you have co-written a book on LinkedIn Company Pages ([Business Gold – Book](https://www.linkedin.com/company/business-gold-book/)), and the next book on LinkedIn Branding ([THE LINKEDIN BRANDING BOOK by #MichelleSquared](https://www.linkedin.com/company/the-linkedin-branding-book-michellesquared/)), what will be the third book you write?” While I’m not planning on doing it this year, the easy answer for me is social selling on LinkedIn. Why? Because I want others to experience the same opportunities that I have from my time on LinkedIn. Those opportunities have come in many different formats – I could tell you about the $2M deal or immeasurable generated brand awareness for myself and others; equally special to me are the collaborations and referral partners in many different formats. ## What is Social Selling? There are so many definitions around for what social selling is, but this is the one that resonates with me most, and I use it in my LinkedIn training courses. *“The art of using social media to find, connect with, understand, and **nurture** sales prospects. It’s the modern way to develop **meaningful relationships** with potential customers so you’re the first person or brand a prospect thinks of when they’re ready to buy.”* **Hootsuite** Notice the highlighted words “nurture” and “meaningful relationships.” These are what many overlook in favour of chasing numbers. It gets worse when the process is done at scale using banned automation tools. ## Social Selling is a Mindset How you think about LinkedIn will come out in your actions and your words. People will sense whether you are genuine or not. In fact, they already expect that you are out to connect and pitch before you even do anything because it happens so much on LinkedIn. As we say in our household, “you can smell the desperation”. You can feel when the other person is rushed, impersonal and has a churn-and-burn mentality. Looking for corners to cut because bigger is better. I don’t always blame the individual, as many companies with old-school KPIs drive bad behaviour (worse still, rewarding it). **Getting the right mindset is critical. Here are my 4P’s for social selling mindset:- Pinpointed** – It is about being selective and looking for people and places worth investing your time in. No spray and pray. **Patience** – as the Motown classic says, “You can’t hurry, love. You’ll just have to wait.” LinkedIn is not the place for instant gratification, so stop trying to rush an outcome. **Problem Solver** – this is actually my context for sales. Approaching it from this viewpoint keeps me focused on what matters. The more problems I solve and the more people I help, the more I sell. This way, you won’t feel like a predator. **Proactive –** you can’t just sit back and expect things to happen by magic on LinkedIn. There is a misconception that LinkedIn opportunities come by posting content alone. That is simply not true. ## How To Nurture Relationships on LinkedIn When you have the right mindset, it’s time to start taking action. To make it easier for people to understand what nurturing might look like, here are fifteen ideas for you to try for relationships you want to nurture:- 1. Comment on their posts (this will play a big part) 2. Attend a LinkedIn Live or LinkedIn Audio being hosted 3. Send a direct message with a link to a post you think the person would be interested in or may not have seen 4. Tag a person in the feed if you see a post asking for their services 5. Send a birthday message or congratulations on a work anniversary 6. Celebrate a new position 7. Introduce two of your connections to each other 8. Follow their LinkedIn Company Page 9. Subscribe to their newsletter (if they have one) 10. Give them a shout-out when you are hosting your own show or guesting 11. Use the “Give Kudos” type of post under Celebrate an Occasion 12. Send them a voice or video direct message that is personalised 13. Offer to have a virtual coffee catch-up to get to know them 14. Respond to comments on your posts (should be a no-brainer) 15. Join a Group and be an active member supporting others Taking these actions not only nurtures the relationship but also keeps you in mind, which is another key element of social selling. ## Social Selling is Especially Important in Tough Financial Times [The B2B Institute](https://www.linkedin.com/company/the-b2b-institute-linkedin/) put out this new take on the traditional market funnel, which social sellers should pay attention to as much as B2B Marketers. At any one time, 95% of your target audience is “Out of Market,” ie not going to buy. Want the bad news? In a tough financial year, that number is more like 99% are out of market. This means that there are fewer opportunities, and competition will be fierce. If we apply the adage that people want to do business with people they know, like and trust – this is the exact outcome of social selling when done well. ## Nurturing is Never One and Done Nurturing is not something you can check off a list. It is something that never ends. The more consistent, the better the results. Relationships take time and are not something you can rush. For general guidance, invest 4-6 weeks before you reach out with an ask of someone. As the social selling definition says, “it’s an art”. On some occasions, the signs will make it obvious to make things happen faster. Only you can tell this. Your goal is to take these conversations off LinkedIn at the right time. Dont rush! Speed kills! ## Nurturing Relationships is a Superpower When you combine a great content strategy with a great nurturing habit, your results will happen faster. Nurturing is part of building your brand; you want to be known for the right things, not the traditional pitch slap. This is how you stand out from the competition. “Your network is your net worth. Invest time in nurturing relationships, and watch as the seeds of trust you plant today grow into a bountiful harvest of social selling success tomorrow.” – Anonymous **Cheers** ***Michelle*** Looking for social selling training for your business? You can book an intro call [here](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-Blue2-1024x1024.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [Michelle J Raymond](https://www.linkedin.com/in/michelle-raymond-goodtradingco?miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAAALHeasBTJ006Q468Wkt_3BOaIIS_2NvF-Y) Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, 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](https://socialmediaforb2bgrowthpodcast.com/). Follow her YouTube channel [@MichelleJRaymond](https://www.youtube.com/@michellejraymond) for helpful how to’s. Book a free intro call to discuss how best we can serve you [**here**](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins). Here is a quick word from my newsletter sponsor [Reletter](https://reletter.com/?utm_source=newsletter&utm_medium=email&utm_campaign=michelle_raymond_march_23). Newsletter readership is growing fast, creating many opportunities for B2B businesses to get featured, reach their target audience, enhance brand credibility and acquire customers. ![Reletter Chart image](https://b2bgrowthco.com/wp-content/uploads/2023/03/Reletter-Chart-image-1024x236.webp "Reletter Chart image - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Historically it has been tricky to find the right newsletter, but thankfully, [Reletter](https://reletter.com/?utm_source=newsletter&utm_medium=email&utm_campaign=michelle_raymond_march_23) has now made this task incredibly simple. Search their database of 1.2M LinkedIn and Substack newsletters and view subscriber numbers, engagement scores, contact info and much more. [Try Reletter for free](https://reletter.com/?utm_source=newsletter&utm_medium=email&utm_campaign=michelle_raymond_march_23) and get their early bird offer. ![author avatar](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026.webp) michelle@b2bgrowthco.com Founder Michelle J Raymond is an international LinkedIn strategist specialising in Company Page growth and employee advocacy. She works with B2B marketing and leadership teams to align LinkedIn with commercial outcomes and long-term brand credibility. [See Full Bio](https://www.linkedin.com/in/michellejraymond/) [ ](https://www.linkedin.com/in/michellejraymond/) [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.youtube.com/@MichelleJRaymond) [ ![social network icon](data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIHZpZXdCb3g9IjAgMCAxNiAxNiIgZmlsbD0ibm9uZSIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj4KPGcgY2xpcC1wYXRoPSJ1cmwoI2NsaXAwXzM0M185OTUpIj4KPHBhdGggZD0iTTE0LjgxNTYgMEgxLjE4MTI1QzAuNTI4MTI1IDAgMCAwLjUxNTYyNSAwIDEuMTUzMTNWMTQuODQzOEMwIDE1LjQ4MTMgMC41MjgxMjUgMTYgMS4xODEyNSAxNkgxNC44MTU2QzE1LjQ2ODggMTYgMTYgMTUuNDgxMyAxNiAxNC44NDY5VjEuMTUzMTNDMTYgMC41MTU2MjUgMTUuNDY4OCAwIDE0LjgxNTYgMFpNNC43NDY4NyAxMy42MzQ0SDIuMzcxODhWNS45OTY4N0g0Ljc0Njg3VjEzLjYzNDRaTTMuNTU5MzggNC45NTYyNUMyLjc5Njg4IDQuOTU2MjUgMi4xODEyNSA0LjM0MDYyIDIuMTgxMjUgMy41ODEyNUMyLjE4MTI1IDIuODIxODggMi43OTY4OCAyLjIwNjI1IDMuNTU5MzggMi4yMDYyNUM0LjMxODc1IDIuMjA2MjUgNC45MzQzNyAyLjgyMTg4IDQuOTM0MzcgMy41ODEyNUM0LjkzNDM3IDQuMzM3NSA0LjMxODc1IDQuOTU2MjUgMy41NTkzOCA0Ljk1NjI1Wk0xMy42MzQ0IDEzLjYzNDRIMTEuMjYyNVY5LjkyMTg4QzExLjI2MjUgOS4wMzc1IDExLjI0NjkgNy44OTY4NyAxMC4wMjgxIDcuODk2ODdDOC43OTM3NSA3Ljg5Njg3IDguNjA2MjUgOC44NjI1IDguNjA2MjUgOS44NTkzOFYxMy42MzQ0SDYuMjM3NVY1Ljk5Njg3SDguNTEyNVY3LjA0MDYzSDguNTQzNzVDOC44NTkzNyA2LjQ0MDYzIDkuNjM0MzggNS44MDYyNSAxMC43ODc1IDUuODA2MjVDMTMuMTkwNiA1LjgwNjI1IDEzLjYzNDQgNy4zODc1IDEzLjYzNDQgOS40NDM3NVYxMy42MzQ0VjEzLjYzNDRaIiBmaWxsPSIjNDM0OTYwIi8+CjwvZz4KPGRlZnM+CjxjbGlwUGF0aCBpZD0iY2xpcDBfMzQzXzk5NSI+CjxyZWN0IHdpZHRoPSIxNiIgaGVpZ2h0PSIxNiIgZmlsbD0id2hpdGUiLz4KPC9jbGlwUGF0aD4KPC9kZWZzPgo8L3N2Zz4K) ](https://www.linkedin.com/in/michellejraymond/) **Categories:** Blog posts, LinkedIn --- ## Pages ### [LinkedIn Marketing Strategy for Global B2B Teams](https://b2bgrowthco.com/) **Published:** November 29, 2023 **Author:** antoni@crescospec.com **Excerpt:** LinkedIn works best when your Company Page, leaders and employees are working from the same game plan. B2B Growth Co helps global B2B marketing teams build brand awareness and demand generation with strategy, training and practical support. **Content:** # LinkedIn Marketing Strategy for Global B2B Teams # LinkedIn Marketing Strategy for Global B2B Teams Build brand awareness and demand generation through your Company Page, leaders and employees. Strategy, training and practical playbooks to help global B2B marketing teams show up consistently across markets, regions and roles. [ How We Help ](/services/) [ Book an Intro Call ](/contact/) ![B2B-hero](https://b2bgrowthco.com/wp-content/uploads/2023/11/B2B-hero.webp "B2B-hero - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![megaphone-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/megaphone-icon.webp "megaphone-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Brand Awareness ![down-arrow-1](https://b2bgrowthco.com/wp-content/uploads/2023/12/down-arrow-1.webp "down-arrow-1 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![arrows1](https://b2bgrowthco.com/wp-content/uploads/2023/11/arrows1.webp "arrows1 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![envelope-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/envelope-icon.webp "envelope-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Demand Generation ![down-arrow-2](https://b2bgrowthco.com/wp-content/uploads/2023/12/down-arrow-2.webp "down-arrow-2 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![arrows2](https://b2bgrowthco.com/wp-content/uploads/2023/11/arrows2.webp "arrows2 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![rocket-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/rocket-icon.webp "rocket-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Team Alignment ## Why Global B2B Marketing Teams Struggle on LinkedIn ## Why Global B2B Marketing Teams Struggle on LinkedIn When LinkedIn is managed across multiple markets, regions, leaders and employees, activity can quickly become disconnected. The Company Page is posting. Leaders show up inconsistently. Employees want to help, but they are not sure what to say or how to contribute. The result is missed brand awareness, weaker demand generation and inconsistent visibility in the conversations that matter. With the right LinkedIn strategy, training and playbooks, your team can show up with greater clarity, confidence and consistency. [ How We Help ](/services/) [ Book an Intro Call ](/contact/) ![competitor-img](https://b2bgrowthco.com/wp-content/uploads/2023/11/competitor-img.webp "competitor-img - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Your LinkedIn Team System #### A Company Page-led approach that helps global B2B marketing teams align their brand, leaders and employees around brand awareness and demand generation. ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![Plan-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/Plan-icon.webp "Plan-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Strategy Define the role LinkedIn should play across your Company Page, leaders, employees and markets. ![perform-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/perform-icon.webp "perform-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## TRAINING Build the confidence and consistency your team needs to post, comment and contribute on LinkedIn. ![prosper-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/prosper-icon.webp "prosper-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## PLAYBOOKS Give your team practical guidance they can use across regions, roles and levels of LinkedIn experience. [ Book an Intro Call ](/contact/) ![cog-2](https://b2bgrowthco.com/wp-content/uploads/2023/12/cog-2.webp "cog-2 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![cog-1](https://b2bgrowthco.com/wp-content/uploads/2023/12/cog-1.webp "cog-1 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Led by Proven B2B LinkedIn Expertise ![Michelle J Raymond - Profile Photo 2026](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026-1024x1024.webp "Michelle J Raymond - Profile Photo 2026 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![rocket-ship](https://b2bgrowthco.com/wp-content/uploads/2023/12/rocket-ship.webp "rocket-ship - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![cog-wheel-michelle](https://b2bgrowthco.com/wp-content/uploads/2023/12/cog-wheel-michelle.webp "cog-wheel-michelle - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Led by Proven B2B LinkedIn Expertise **B2B Growth Co helps global B2B marketing teams build brand awareness and demand generation on LinkedIn without relying on shortcuts, hacks or disconnected activity.** Led by Michelle J Raymond, B2B Growth Co brings more than 20 years of B2B sales experience and deep LinkedIn expertise to help teams align their Company Page, leaders and employees around one clear strategy. We do not chase overnight wins or whatever the algorithm appears to favour this week. We build practical LinkedIn strategies, training and playbooks that help your team show up consistently, confidently and in the right conversations. Because LinkedIn growth does not come from one person doing more. It comes from your Company Page, leaders and employees working together. [ Book an Intro Call ](/contact/) ![airplane icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/airplane.webp "airplane icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## How We Help Global B2B Marketing Teams ![coach-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/coach-icon.webp "coach-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## LinkedIn Audit & Strategy ![gameplan-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/gameplan-icon.webp "gameplan-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Company Page Strategy & Training ![attention-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/attention-icon.webp "attention-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Team & Employee Activation ![finger](https://b2bgrowthco.com/wp-content/uploads/2023/12/finger.webp "finger - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ## Trusted by Global B2B Teams ![BRITA Logo](https://b2bgrowthco.com/wp-content/uploads/2024/05/BRITA-Logo-JPEG.webp) ![HAM-Hero-DeepBlue_1200x400px](https://b2bgrowthco.com/wp-content/uploads/2025/12/HAM-Hero-DeepBlue_1200x400px-300x100.webp) ![Baltimore Aircoil Logo](https://b2bgrowthco.com/wp-content/uploads/2025/12/Baltimore-Aircoil-Logo.avif) ![Tyre Stewardship Australia logo](https://b2bgrowthco.com/wp-content/uploads/2025/06/Tyre-Stewardship-Australia-logo-300x158.webp) ![Conga Logo](https://b2bgrowthco.com/wp-content/uploads/2025/12/Conga-Logo-300x158.webp) ![Mercer Logo](https://b2bgrowthco.com/wp-content/uploads/2025/12/Mercer-Logo.webp) ![SpecialChem Logo](https://b2bgrowthco.com/wp-content/uploads/2025/12/SpecialChem-Logo.webp) ![Top Employers Institute](https://b2bgrowthco.com/wp-content/uploads/2024/05/Top-Employers-Institute.webp) ![focalpoint_logo](https://b2bgrowthco.com/wp-content/uploads/2025/06/focalpoint_logo.webp) ![ightwire-Business-Horizontal-Tagline](https://b2bgrowthco.com/wp-content/uploads/2025/06/SVG-Lightwire-Business-Horizontal-Tagline.svg) ![Canopy Planet Logo](https://b2bgrowthco.com/wp-content/uploads/2025/12/Canopy-Planet-Logo.webp) ![BeautyMatter Logo](https://b2bgrowthco.com/wp-content/uploads/2023/12/BeautyMatter.webp) ![Stanford University](https://b2bgrowthco.com/wp-content/uploads/2024/05/Stanford-Technology-Training.webp) ![Australian Military Bank logo](https://b2bgrowthco.com/wp-content/uploads/2023/12/aus-mil-bank.webp) ![cog-3](https://b2bgrowthco.com/wp-content/uploads/2023/12/cog-3.webp "cog-3 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![blue-star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/blue-star-icon.webp "blue-star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## How We Help Global B2B Marketing Teams #### LinkedIn strategy, training and support designed to align your Company Page, leaders and employees around brand awareness and demand generation. [ ![competitor-img](https://b2bgrowthco.com/wp-content/uploads/2023/11/competitor-img-300x226.webp "competitor-img - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) ### [AUDIT & STRATEGY](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) A clear review of your LinkedIn presence, with practical recommendations to improve brand awareness, demand generation and team alignment. [ ![Services-2](https://b2bgrowthco.com/wp-content/uploads/2023/12/Services-2-300x245.webp "Services-2 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/company-page-training/) ### [COMPANY PAGE TRAINING & SUPPORT](https://b2bgrowthco.com/company-page-management/) Practical guidance to help your marketing team manage, optimise and grow your Company Page with more confidence and consistency. [ ![B2BGCo-Illustrations-_Search Course](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Search-Course-300x199.webp "B2BGCo-Illustrations-_Search Course - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/growth-masterclass/) ### [TEAM & EMPLOYEE ACTIVATION](https://b2bgrowthco.com/growth-masterclass/) Training and playbooks that help leaders and employees show up with more clarity, confidence and consistency. ![cog-2](https://b2bgrowthco.com/wp-content/uploads/2023/12/cog-2.webp "cog-2 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ## Client Testimonials "Michelle is our Linkedin whisperer. We managed to build a nice following on the platform over the years, but Michelle helped us unlock the full potential by optimizing profiles, sharing best practices, gently nudging us to focus on our strategy for the platform, and constantly being a cheerleader for our success. Linkedin can feel like a black box. Having someone, we can rely on to keep us on top of what's happening has been invaluable. A bonus is that her enthusiasm and positivity are contagious." Kelly KovackCEO, BeautyMatter ![Kelly Kovack]() "Michelle is a LinkedIn superhero. Patient yet direct, supportive but informative. No judging, just good ole fashion guidance. Importantly, Michelle is authentic, to me that matters most. Thank you for working with me and my incredible team." Lina GoodmanCEO, Tyre Stewardship Australia ![Lina Goodman]() "I recently engaged Michelle to do some work with me, Wow! Michelle has a unique talent of understanding how to create personal and business brand alignment with social media cut through. Her own personal style and commitment to deliver adds to the magic she brings. I can not recommend her enough." Darlene Mattiske-WoodCEO, Australian Military Bank ![Darlene Mattiske Wood]() "I highly recommend a Power Hour session. As a small marketing team, our objective was to increase our presence and impact on LinkedIn without an excessive time investment. Michelle was able to distill the abundance of information about LinkedIn into practical, bite-sized recommendations on strategy execution, workflows, and tools. Importantly, her advice will enable us to focus our efforts as a team. Investing in a Power Hour with Michelle was incredibly worthwhile in developing our path forward with LinkedIn." Arlita McDonaldMarketing Communications Specialist, Ethos Urban ![Arlita McDonald]() "Working with Michelle is a real pleasure. It's clear when you're working with a subject matter expert! It's even better when it's engaging and fun too! Michelle's process and genuine interest in understanding what I was trying to achieve is professional and reassuring. I look forward to bringing the concepts to life and achieving excellent results. I definitely recommend a quiet conversation with Michelle if you want to move ahead and achieve real outcomes." Sloan WilkinsFinancial Coach, Executive Financial Coaching ![Sloan Wilkins]() "Once in a while, you find someone aligned with your business values. I seriously think we could finish each other's sentences. Working with Michelle J Raymond was such a crazy-great experience. She helped me refine my LinkedIn strategy, and there's nothing better than having a plan. Her expertise provided me with valuable insights and made the learning process enjoyable. With her upcoming role as a speaker at Social Media Marketing World, I am confident that she is on her way to becoming a highly recognized and sought-after LinkedIn expert. I am truly grateful for the opportunity to have worked with her. Thanks, Michelle!" Marisa ShadrickCompany Owner, Amplify Your Authority ![Marisa Shadrick]() "I had the distinct pleasure of working with Michelle in many different capacities. First, she was an amazing guest on my Social Media Marketing podcast. She went on to speak inside our professional organization and also presented at our Social Media Marketing World conference. Michelle is a true LinkedIn expert. She brings energy and excitement to every opportunity. I was very impressed to see how present she was for attendees at our conference. If you are looking for a podcast guest or speaker at your next event, I highly recommend Michelle J Raymond." Michael (Mike) StelznerCEO/Founder, Social Media Examiner & Social Media Marketing World ![Mike Stelzner - Social Media Examiner]() "Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place." Andrea FarkasHead of Marketing Operations & Growth, Top Employer Institute ![Andrea Farkas]() "Want to win with LinkedIn? Invest in Michelle. I have all the time in the world for chatting with Michelle. She's brilliant at what she does and her energy and passion for LinkedIn company pages and using LinkedIn for B2B growth is tireless. Follow her, and tune into her podcast and live shows for a glimpse of what working together is like. We have collaborated a few times over the past couple of years and I always walk away looking forward to the next conversation. The best part is that you can work with Michelle on a personal coaching level 1-1 or you can bring her onboard to take your brand from zero to hero. You are amazing my friend." Danielle GuzmanGlobal Head of Social Media, Marsh McLennan ![Danielle Guzman]() "Despite being one of the most sought after LinkedIn Experts and speakers globally, Michelle has retained an approach that is both welcoming to mini solopreneurs like me and the big guns of enterprise. Michelle was instrumental in helping me convey my quirky approach on LinkedIn to my target audience, yet I think I only scratched the surface of her talent. Highly recommend" Katherine Melton-ScottFounder, Changing Business Minds ![KATHERINE MELTON-SCOTT]() Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. Tara PorterSocial Media Strategy & Content Manager, Conga ![Tara Porter]() I recently took Michelle’s B2B Growth Masterclass, and it was such an amazing experience. Her energy, enthusiasm, and knowledge kept me engaged and excited to learn throughout the entire session. I’ve been listening to her podcast and watching her YouTube videos for a while now, so getting to do a one-on-one session with her was a bit surreal. I was definitely a bit starstruck. I highly recommend taking her course and exploring her content. She breaks down B2B growth with real-world insights and strategies you can apply directly to your page. Daniel ChenCreative & Marketing Director, RENO Lighting ![Daniel Chen - Reno Lighting]() ![5stars-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/5stars.svg "5stars-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Company Page Strategy for B2B Marketing Teams](https://b2bgrowthco.com/linkedin-company-page-strategy/) **Published:** July 21, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Learn what goes into a successful LinkedIn Company Page strategy for B2B marketing teams. Discover the foundations of a high-performing Page and how to build a strategy that supports your business goals. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Build a LinkedIn Company Page Strategy That Gives Every Post a Purpose ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## A Great LinkedIn Company Page Doesn't Start With Content. It Starts With Strategy. ## A Great LinkedIn Company Page Doesn't Start With Content. It Starts With Strategy. A LinkedIn Company Page won’t perform better just because you post more. It needs a clear strategy that defines who the Page is for, what role it plays and how its content supports the business. When your strategy is clear, better decisions follow. Your content becomes more relevant to buyers, your team works from the same direction and your Company Page becomes a stronger asset for your business. [ Book an Intro Call ](/contact/) ![Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy](https://b2bgrowthco.com/wp-content/uploads/2025/12/F1A8406-1024x683.webp "Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### Your Company Page Is Active, But The Strategy Behind It Isn’t Clear. **With a clear LinkedIn Company Page strategy, your B2B marketing team can:** - Define the buyers the Page needs to reach and the message they need to hear - Connect Company Page activity to wider business goals and marketing priorities - Make stronger content decisions without starting from scratch each time - Create a more consistent approach across teams, regions or business units - Balance internal requests with content that’s useful and relevant to buyers - Give leaders and stakeholders a clearer understanding of the Page’s role - Focus time and resources on the activity most likely to make a difference ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## A Strong Company Page Strategy Gives Every Post A Clear Job ## A Strong Company Page Strategy Gives Every Post A Clear Job A LinkedIn Company Page strategy should do more than outline content topics. It should connect the Page to your organisation’s goals, define the buyers you need to reach and guide the decisions your team makes before anything is published. A clear strategy helps your team determine: - The role the Company Page should play within the wider business - Which buyers and stakeholders the Page needs to influence - The messages and content themes that matter most to those audiences - How Company Page content should support leaders and employees on LinkedIn - Which internal requests belong on the Page and which do not - Where your team should focus its time for the greatest value When those decisions are made upfront, the Page becomes easier to manage and the content becomes more focused, relevant and useful. [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What A Strong LinkedIn Company Page Strategy Delivers ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Clear Direction Give your team a shared understanding of the purpose of your Company Page, who it serves and how it supports the business. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Buyer Relevance Create content that helps buyers recognise their challenges, understand your expertise and see why your organisation matters. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Stronger Decisions Make better choices about what to publish, what to prioritise and where to invest your team’s time and resources. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Greater Consistency Create a more consistent experience across your Company Page, leaders and employees, while giving everyone a shared strategic foundation. [ Book an Intro Call ](/contact/) ## FAQ's What is the purpose of a LinkedIn Company Page Strategy? A LinkedIn Company Page strategy defines who the Page is for, what role it plays and how it supports the organisation’s business goals. It gives the team a clear basis for making decisions about content, community activity, priorities and resources, while also showing how the Company Page can work alongside leaders and employees to strengthen the organisation’s presence on LinkedIn. What should a LinkedIn Company Page Strategy include? It should cover the target audience, buyer needs, business objectives, key messages, content themes, ownership, governance and the role of leaders and employees. It should also define how success will be judged beyond posting frequency, impressions or follower growth. What is the difference between a Company Page Strategy and a Content Plan? A strategy sets the direction. A content plan turns that direction into specific topics, formats and publishing activity. Without a strategy, the Company Page can become the place where every internal announcement, campaign request or business update is published, regardless of whether it’s relevant to the audience. The result is often a busy Page with no clear story for buyers. A strong strategy gives your team a clear basis for deciding what belongs on the Page, what doesn’t and how each piece of content supports buyers and wider business priorities. How can we tell whether our current Strategy is working? Look beyond activity levels. A strong strategy should help the right buyers understand what your organisation does, improve the relevance of your content and give the team greater clarity about what to publish and why. How often should a LinkedIn Company Page Strategy be reviewed? Review it at least once a year and whenever there is a significant change in business priorities, target markets, brand positioning or team structure. The direction should remain stable enough to guide the team, while still adapting when the business changes. What should we do if our Company Page has no clear Strategy? Start by reviewing the Page through the eyes of the buyer and assessing how well the current content supports business goals. B2B Growth Co’s **LinkedIn Company Page Audit & Strategy** provides an independent assessment and a practical plan for what to improve, prioritise and stop doing. This version is cleaner because each question covers one job: purpose, components, distinction, performance, review cycle and next step. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Marketing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Training for B2B Teams Singapore](https://b2bgrowthco.com/linkedin-training-for-b2b-teams-singapore/) **Published:** July 25, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Practical LinkedIn training for Singapore B2B teams managing complex regional markets, multiple stakeholders and connected Company Page and employee activity. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Turn Disconnected LinkedIn Activity Into One Clear Team Approach ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Turn LinkedIn Into a Stronger Regional Advantage ## Turn LinkedIn Into a Stronger Regional Advantage Practical LinkedIn training for Singapore-based B2B marketing teams managing regional priorities, multiple stakeholders and different market needs. Your team will learn how to make clearer decisions, connect Company Page and employee activity, and create a more coordinated LinkedIn approach across the region. [ Book an Intro Call ](/contact/) ![LINKEDIN TRAINING WITH MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/08/TRAINING-HARNESS-EMPLOYEE-ADVOCACY-ON-LINKEDIN-1024x683.avif "LINKEDIN TRAINING WITH MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### Your Singapore Team Is Managing Competing LinkedIn Priorities. **This training is designed for Singapore-based B2B teams that need to:** - Turn global strategy into clearer LinkedIn priorities for Singapore - Improve alignment between regional marketing and local teams - Clarify how the Company Page, leaders and employees should contribute - Reduce duplicated effort across markets, teams and business units - Give subject matter experts more confidence to participate - Make stronger decisions about what deserves Page visibility - Balance brand consistency with local audience relevance - Measure progress using buyer relevance and business outcomes ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Turn Regional Complexity Into Clear LinkedIn Decisions ## Turn Regional Complexity Into Clear LinkedIn Decisions Singapore-based B2B teams often sit between global strategy, regional priorities and local market needs. This training gives them a practical framework for making stronger LinkedIn decisions without losing consistency, relevance or momentum. Your team gains clarity on: - How LinkedIn supports regional marketing and business priorities - What the Company Page, leaders and employees should each contribute - Where regional consistency matters and where local flexibility adds value - How to prioritise content across different markets and audiences - How to reduce duplicated effort between regional and local teams - How to make better decisions about visibility, participation and measurement Your team will leave with clearer roles, stronger judgement and a more coordinated way to use LinkedIn across Singapore and the wider region. [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What Better LinkedIn Capability Makes Possible ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Regional Clarity Give teams a clearer way to translate global direction into relevant LinkedIn activity for Singapore and surrounding markets ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Local Relevance Help teams adapt content and participation for different audiences without weakening brand consistency ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Faster Decisions Provide practical frameworks for handling competing requests, priorities and internal opinions with greater confidence ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Connected Voices Bring Company Pages, leaders and subject matter experts together so each contributes where they add the most value [ Book an Intro Call ](/contact/) ## FAQ's How will this Training support our Regional LinkedIn Approach? Yes. The training creates a shared strategic foundation while allowing for different levels of experience, market needs and local capability. This gives regional teams greater consistency without forcing every market to operate in the same way. Can this Training work across Markets with different levels of LinkedIn Maturity? Yes. The aim is to create shared principles, clearer roles and better decision-making across the organisation while allowing teams to respond to local audiences and market needs. This is especially valuable for Australian organisations working across multiple states, offices or business units. Will this reduce pressure on the Singapore Marketing Team? Yes. The training clarifies what regional marketing should lead, where local teams can take ownership and how leaders and employees can contribute more effectively. This reduces overreliance on one central team while protecting brand quality and governance. How does the Training improve decision-making around the Company Page? Your team gains practical frameworks for deciding what deserves Company Page visibility, what should be handled locally and when a leader or employee may be the stronger voice. This helps reduce clutter, duplicated effort and reactive content decisions. How do we know the Training will lead to lasting change? The training is built around practical frameworks, clearer responsibilities and decisions your team can continue applying afterwards. The goal isn’t a temporary increase in activity. It’s stronger internal capability, better judgement and a more consistent approach over time. How can we demonstrate the value of the Training internally? The value can be assessed through stronger team confidence, clearer ownership, better content decisions, increased participation and more relevant engagement from priority audiences. These indicators help senior marketers show progress beyond impressions, follower growth and short-term reach. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Marketing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Workshops Singapore](https://b2bgrowthco.com/linkedin-workshops-singapore/) **Published:** July 28, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn Workshops for Singapore B2B teams that build practical skills, clearer roles and more confident LinkedIn participation across the business. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Your LinkedIn Strategy Shouldn’t Get Lost Between Teams ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Give Every Team a Clearer Role on LinkedIn ## Give Every Team a Clearer Role on LinkedIn In many Singapore B2B organisations, LinkedIn involves marketing, leaders, Company Page administrators and employees across different teams and markets. The challenge is making sure each group understands where they fit and what effective participation looks like. B2B Growth Co’s LinkedIn Workshops build the practical skills, role clarity and shared understanding needed to strengthen LinkedIn activity across the organisation. The result is clearer responsibilities, stronger participation and a more consistent approach without expecting everyone to use LinkedIn in the same way. [ Book an Intro Call ](/contact/) ![LINKEDIN WORKSHOP PRESENTED BY MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/08/IMG_2102-1024x683.avif "LINKEDIN WORKSHOP PRESENTED BY MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### Your LinkedIn Plans Need Stronger Team Execution. **It’s time to strengthen LinkedIn capability across your organisation when:** - LinkedIn activity isn’t consistently supporting wider marketing priorities - Different teams or markets are interpreting the strategy in different ways - Responsibility for LinkedIn is unclear across leaders, marketing and employees - Regional or functional teams need more consistency without losing local relevance - Employee participation isn’t scaling beyond a small number of active people - Company Page activity and employee participation aren’t working together effectively - Marketing needs a clearer way to build capability across different roles - The organisation wants stronger execution without adding more central control ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Build LinkedIn Capability Where It Creates the Most Value ## Build LinkedIn Capability Where It Creates the Most Value Senior marketing teams don’t need more LinkedIn activity. They need the right people across the organisation equipped to contribute in ways that support the wider strategy. B2B Growth Co offers two specialist Workshops for the two capability areas that matter most: - **G.R.O.W.T.H Masterclass** strengthens participation across leaders and employees - **Company Page Training** strengthens the capability behind a more effective Company Page For Singapore organisations working across functions, markets or regional teams, this creates a more deliberate approach to LinkedIn capability building, focused on the roles that influence visibility, consistency and execution. Both Workshops are grounded in B2B marketing and designed to strengthen how LinkedIn supports the business, not simply how people use the platform. [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Turn Capability Into Better Execution ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Strategic Alignment Connect LinkedIn activity more clearly to wider marketing and business priorities ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Role Clarity Give leaders, employees and Company Page administrators clearer responsibility for the role they play ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Consistent Execution Create a more joined-up approach across teams and markets without forcing everyone into the same model ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Scalable Participation Build capability beyond a small number of active people so LinkedIn can work across more of the organisation [ Book an Intro Call ](/contact/) ## FAQ's Can the Workshop Support Our Wider LinkedIn Strategy? Yes. The Workshops can reinforce the direction your organisation has already set by giving participants a clearer understanding of where they fit and how their contribution supports broader LinkedIn priorities. They are designed to strengthen execution around an existing strategy, not introduce a separate one. How Do the Workshops Help Create More Consistency Across Teams? The Workshops help teams build a more consistent understanding of what good LinkedIn activity looks like and how different roles contribute. This makes it easier to align expectations across functions and markets without removing the flexibility teams need to operate effectively in their own context. Can the Workshops Help Us Scale LinkedIn Beyond the Marketing Team? Yes. The Workshops help build capability across leaders, employees and Company Page administrators so LinkedIn activity is not dependent on a small number of people. This creates broader participation without expecting everyone to contribute in the same way. Why Do B2B Marketing Teams Choose B2B Growth Co? B2B marketing teams choose B2B Growth Co because we specialise exclusively in LinkedIn. Every Workshop is built on proven frameworks, practical experience and a deep understanding of how B2B organisations use LinkedIn to build brand awareness and support demand generation. Participants leave with a clearer understanding of how Company Pages, leaders and employees work together, giving their organisation a more consistent and strategic approach to LinkedIn. Are the Workshops Suitable for Singapore and Regional APAC Teams? Yes. The Workshops work well for Singapore-based organisations and regional teams across APAC. They can provide a shared foundation across markets while still allowing for local priorities, audiences and ways of working. Can You Deliver the Workshop Across Multiple Locations? Yes. B2B Growth Co works with organisations globally and can deliver Workshops in person or virtually for teams across different offices, markets and time zones. For larger or distributed teams, sessions can also be delivered in groups to make participation practical while keeping the learning and approach consistent across locations. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Marketing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [B2B Brand Partnerships | Michelle J Raymond](https://b2bgrowthco.com/brand-partnerships/) **Published:** August 5, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Explore brand partnership opportunities with Michelle J Raymond across LinkedIn, newsletters, YouTube and the Social Media for B2B Growth podcast. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Reach B2B Marketers Through Content They Trust ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## A Trusted B2B Creator​ ![MICHELLE J RAYMOND - LINKEDIN EXPERT SPEAKER](https://b2bgrowthco.com/wp-content/uploads/2025/08/STAND-OUT-FROM-THE-CROWD-MICHELLE-J-RAYMOND-LINKED-SUMMIT-1024x683.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT SPEAKER - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## A Trusted B2B Creator Michelle J Raymond partners with carefully selected B2B, marketing and social media technology brands that genuinely help her audience do better work. Each collaboration is built around useful content, honest recommendations and long-term brand alignment—not one-off promotion. With an established global audience across LinkedIn, newsletters, YouTube and the Social Media for B2B Growth podcast, Michelle helps relevant brands become understood, trusted and considered by B2B marketers and social media leaders. [ Let's Talk Partnerships ](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) ## Become a Brand B2B Marketers Trust The most successful creator partnerships aren’t built around a single sponsored post. They’re built through consistent, useful content that helps people understand your product, see it in action and trust the value it brings. By working across LinkedIn, newsletters, YouTube and podcast content, your brand becomes familiar, relevant and trusted by the B2B marketers you want to reach. [ Partner With Michelle ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Turn Attention Into Trust ![LINKEDIN TRAINING WITH MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/08/LINKEDIN-TRAINING-WITH-MICHELLE-J-RAYMOND-1-1024x768.webp "LINKEDIN TRAINING WITH MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Turn Attention Into Trust The right partnership does more than increase visibility. It helps your brand become recognised, trusted and remembered by the people who influence B2B buying decisions. ✓ Reach more B2B marketing decision-makers ✓ Build trust through educational content ✓ Show your product solving real business challenges ✓ Stay visible where B2B marketers already learn ✓ Build long-term brand recognition Every partnership is built around your goals, audience and product— creating content that feels valuable rather than promotional. [ Let's Talk Partnerships ](/contact/) ## Where Your Brand Connects With B2B Marketers Every partnership is designed around the channels and opportunities that will best help you educate, engage and build trust with your B2B audience. [ ![OTTERLYAI REVIEW - MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/07/OTTERLYAI-REVIEW-MICHELLE-J-RAYMOND-1024x576.webp "OTTERLYAI REVIEW - MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://youtu.be/TAIKnl7Gegs) Featured campaign with OtterlyAI ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### LinkedIn Start conversations with B2B marketers ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Newsletter Build trust with longer-form educational content ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Podcast Earn credibility through expert conversations ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### YouTube Show your product solving real problems [ Discuss a Partnership ](/contact/) ## Brand Partnership FAQs What types of brands does Michelle partner with? Michelle partners with B2B, marketing, social media, AI, content, CRM, video, podcasting, analytics and productivity brands that are genuinely useful to her audience. Does Michelle accept one-off sponsored posts? Yes. Michelle is open to conversations about one-off sponsored content where there is a strong fit between the brand, product and her audience. The first step is understanding the product, campaign objective and what value the collaboration could create for B2B marketers. Longer-term partnerships are preferred, but the right one-off opportunity may be a useful place to begin. Which channels are available for partnerships? Partnerships may include LinkedIn posts, LinkedIn newsletters, YouTube videos, podcast sponsorships, webinars, speaking opportunities and integrated multi-channel campaigns. Will Michelle promote a product she has not used? The simple answer is no. Integrity is everything. The longer answer is that sometimes testing during an extended trial period is enough to understand the product. Let’s talk. Does Michelle work with LinkedIn automation or scraping tools? Absolutely not! Michelle does not partner with tools that scrape LinkedIn data, automate engagement or breach the LinkedIn User Agreement. Can a partnership be created around a product launch or campaign? Yes. Partnerships can support launches, education campaigns, research, category awareness and longer-term ambassador programs. Does Michelle retain editorial control? Yes. Content must remain in Michelle’s voice and reflect her honest experience and opinion. All commercial partnerships will be disclosed appropriately. Will Michelle provide campaign analytics and results? Yes. Where platform data is available, Michelle can provide relevant campaign analytics and performance insights after the collaboration. Reporting may include metrics such as impressions, engagement, clicks, video views, newsletter performance or other channel-specific results. Michelle is also happy to discuss campaign objectives upfront so success can be measured against the outcomes that matter most to your brand. ## Client Testimonials I've had the pleasure of working with Michelle over the past two years, and she's been a fantastic partner throughout. As a podcast host, Michelle brings such high intention to her work and is incredibly mindful of how she weaves brand partnerships into her episodes. They feel natural, engaging, and well aligned with her audience. She knows her listeners and cares deeply about maintaining their trust. Michelle is also a great communicator, organized, and easy to work with, which makes a huge difference when managing ongoing partnerships. I am grateful to have worked with her and excited to see the continued growth of her podcast! ![Alexander Cacares Metricool](https://b2bgrowthco.com/wp-content/uploads/2026/08/Alexander-Cacares-Metricool.webp) Alexandra CaceresCreator Partnerships - Metricool I had the pleasure of collaborating with Michelle on a recent project, and I can confidently say it was an outstanding experience. From the very beginning, she demonstrated a high level of professionalism, creativity, and responsibility. Michelle consistently delivered high-quality content on time and with great attention to detail. Communication throughout the collaboration was smooth and efficient, making the entire process easy and enjoyable. What stood out the most was her genuine passion for creating engaging content and her ability to adapt quickly to feedback. I would highly recommend Michelle to anyone looking for a reliable and talented content creator. I’m looking forward to working together again in the future. Best, Fabiana ![Fabiana Falconi - Thing or Two](https://b2bgrowthco.com/wp-content/uploads/2026/08/Fabiana-Falconi-Thing-or-Two.webp) Fabiana FalconiInfluencer and UGC Marketing Manager - Thing or Two [ Partner With Michelle ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Meet Michelle J Raymond Michelle J Raymond is a B2B LinkedIn strategist, international speaker, trainer, author and host of the Social Media for B2B Growth podcast. She has built a global audience by helping B2B marketers understand LinkedIn, strengthen their Company Pages and create content that earns attention and trust. With more than 20 years of B2B sales experience and deep practical expertise in LinkedIn strategy, Michelle brings more than reach to a partnership. She understands the commercial challenges facing marketing teams and knows how to translate complex products into useful, credible content. Her reputation is built on practical advice, honest opinions and responsible LinkedIn use. - 31K+ LinkedIn followers - 12K+ LinkedIn newsletter subscribers - 7K+ YouTube subscribers - Host of Social Media for B2B Growth podcast - International LinkedIn speaker - Conference keynote and workshop facilitator - Co-author of two LinkedIn books [ Partner With Michelle ](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) ![POWER OF TWO MICHELLE J RAYMOND PRESENTING AT SOCIAL MEDIA MARKETING WORLD](https://b2bgrowthco.com/wp-content/uploads/2026/03/IMG_0158-1024x683.webp "POWER OF TWO MICHELLE J RAYMOND PRESENTING AT SOCIAL MEDIA MARKETING WORLD - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Workshops for Global B2B Teams](https://b2bgrowthco.com/linkedin-workshops-global-teams/) **Published:** July 25, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn Workshops that help global B2B teams build shared capability, clearer roles and a more consistent approach across regions. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Your Global LinkedIn Strategy Needs More Than Central Direction ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Create Consistent LinkedIn Action Across Global Teams ## Create Consistent LinkedIn Action Across Global Teams A global LinkedIn strategy can look clear on paper and still be interpreted differently across regions, teams and roles. B2B Growth Co’s LinkedIn Workshops help leaders, marketing teams, Company Page administrators and employees build the practical skills, clearer roles and shared understanding needed to strengthen participation across the organisation. [ Book an Intro Call ](/contact/) ![LINKEDIN WORKSHOP PRESENTED BY MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/08/IMG_2102-1024x683.avif "LINKEDIN WORKSHOP PRESENTED BY MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### Your Global LinkedIn Strategy Needs Stronger Alignment Across Teams **It’s time to strengthen LinkedIn capability across your global organisation when:** - Global LinkedIn priorities aren’t translating clearly into regional action - Leaders, employees and Company Page administrators aren’t clear on the role they play - Participation varies widely across markets, teams or business units - Regional teams are working from different levels of knowledge and confidence - Company Page decisions are being made without shared principles or frameworks - Marketing is carrying too much responsibility for LinkedIn activity - Local teams need flexibility without losing connection to the global direction - Employees want to contribute but lack practical guidance - Different regions are receiving inconsistent LinkedIn advice - The organisation needs a more consistent approach without forcing every market to work in the same way ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Build the Right LinkedIn Capability in the Right Teams ## Build the Right LinkedIn Capability in the Right Teams Global teams rarely have one LinkedIn capability gap. Leaders and employees need the confidence to participate effectively, while Company Page administrators need stronger frameworks for content, engagement and community. B2B Growth Co offers two specialist Workshops: - **G.R.O.W.T.H Masterclass** builds confident, purposeful participation across leaders and employees - **Company Page Training** strengthens the decisions and practices behind more effective Company Pages Together, they help global marketing leaders improve execution across roles and regions without forcing every market into the same approach. [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What Global Teams Gain From the Workshops ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Clearer Global Standards Create a shared understanding of what effective LinkedIn participation looks like across regions, roles and teams ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Stronger Local Execution Give teams practical frameworks they can apply within their own market, audience and business priorities ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Broader Participation Build confidence across leaders, employees and Company Page administrators so LinkedIn activity isn’t carried by marketing alone ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Better Global Alignment Connect regional activity to the wider LinkedIn direction without forcing every market into the same approach [ Book an Intro Call ](/contact/) ## FAQ's Can the Workshops Support an Existing Global LinkedIn Strategy? Yes. Both Workshops build the practical skills and role clarity needed to support a wider LinkedIn strategy. They help participants understand how their responsibilities connect to global priorities without replacing or redesigning the strategy itself. How Do the Workshops Balance Global Consistency and Local Relevance? The Workshops establish shared principles, expectations and frameworks while allowing teams to apply them in ways that suit their market, audience and business context. Can the Workshops Help Reduce Reliance on the Global Marketing Team? Yes. By strengthening capability across leaders, employees and Company Page administrators, the Workshops help distribute responsibility more effectively instead of leaving global marketing to carry the entire LinkedIn effort. Are the Workshops Suitable for Teams Across Different Regions and Time Zones? Yes. Workshops can be delivered virtually across multiple regions and structured into separate sessions where needed. This helps maintain consistency while making participation practical for global teams. Why Choose B2B Growth Co for Global LinkedIn Workshops? B2B Growth Co specialises in Company Pages, employee participation and B2B LinkedIn strategy. The Workshops are designed to strengthen capability across different roles and regions without forcing every market into the same model. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Markeing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Workshops for Australian B2B Teams](https://b2bgrowthco.com/linkedin-workshops-australia/) **Published:** July 26, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Practical LinkedIn Workshops that help Australian B2B teams build the skills, confidence and frameworks to use LinkedIn more effectively. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # A LinkedIn Strategy Only Works When Your Team Can Deliver It ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Turn LinkedIn Strategy Into Confident Team Action ## Turn LinkedIn Strategy Into Confident Team Action LinkedIn Workshops from B2B Growth Co help Australian B2B marketing teams, Company Page administrators and employees understand what effective participation looks like and how their individual activity contributes to broader business goals. Rather than leaving people to interpret LinkedIn best practice for themselves, each Workshop provides practical guidance, relevant examples and clear actions they can apply in their roles. [ Book an Intro Call ](/contact/) ![LINKEDIN WORKSHOP PRESENTED BY MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/08/IMG_2102-1024x683.avif "LINKEDIN WORKSHOP PRESENTED BY MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### Your LinkedIn Plans Need More People Behind Them. **It’s time to strengthen your team’s LinkedIn capability when:** - LinkedIn activity depends on one or two motivated people - Employees want to contribute but aren’t sure what is expected - Company Page administrators need clearer frameworks and priorities - Teams are receiving conflicting or inconsistent LinkedIn advice - Marketing wants employees to participate without creating unnecessary brand risk - Leaders support LinkedIn but haven’t translated that support into practical action - Different teams or locations are approaching LinkedIn in different ways - Previous training created interest but didn’t lead to sustained participation - The business needs clearer roles for the Company Page and employees - Marketing wants LinkedIn activity connected to brand awareness and demand generation ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Two Workshops. Two Capability Gaps. One Stronger LinkedIn Approach. ## Two Workshops. Two Capability Gaps. One Stronger LinkedIn Approach. LinkedIn capability breaks down when organisations try to solve different problems with the same Workshop. Employees need the confidence, skills and habits to participate in a way that supports the business. Company Page administrators need clearer frameworks for content, community and day-to-day Page decisions. B2B Growth Co addresses these as two distinct needs: - **G.R.O.W.T.H Masterclass** helps employees use LinkedIn with more purpose and consistency - **Company Page Training** helps administrators strengthen content, engagement and community building Both Workshops are grounded in the realities of B2B marketing and focus on the practical decisions each group needs to make. [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What The Workshops Deliver ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Clear Direction Participants understand what matters, where to focus and how their role contributes to stronger LinkedIn activity. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Practical Skills Each Workshop gives people useful frameworks, relevant examples and actions they can apply straight away. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Greater Confidence Participants leave better equipped to make decisions, contribute effectively and use LinkedIn with more purpose. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Consistent Action Teams gain a clearer, more consistent approach they can continue using after the Workshop ends. [ Book an Intro Call ](/contact/) ## FAQ's Can the Workshop Support Our Wider LinkedIn Strategy? Yes. Both Workshops are designed to support the practical skills and role clarity needed to put a wider LinkedIn strategy into action. They help participants understand how their responsibilities connect to the organisation’s broader priorities without replacing or redesigning the existing strategy. How Do the Workshops Help Create More Consistent LinkedIn Activity? Both Workshops give participants a clearer understanding of what good LinkedIn activity looks like in their role. This helps reduce mixed messages, disconnected efforts and uncertainty about where to focus. Who Should Attend a LinkedIn Workshop? Our Workshops are designed for B2B organisations that want to strengthen how they use LinkedIn. Depending on the Workshop, participants may include marketing teams, Company Page administrators, business leaders, subject matter experts or employees who want to contribute more confidently and consistently on LinkedIn. Why Do B2B Marketing Teams Choose B2B Growth Co? B2B marketing teams choose B2B Growth Co because we specialise exclusively in LinkedIn. Every Workshop is built on proven frameworks, practical experience and a deep understanding of how B2B organisations use LinkedIn to build brand awareness and support demand generation. Participants leave with a clearer understanding of how Company Pages, leaders and employees work together, giving their organisation a more consistent and strategic approach to LinkedIn. Will the Workshops Help Us Build Capability Beyond One or Two People? Yes. The focus is on giving more people the knowledge and confidence to contribute appropriately, so LinkedIn activity is less dependent on a small number of individuals. Can You Deliver the Workshop Across Multiple Locations? Yes. B2B Growth Co delivers LinkedIn Workshops in person as well as virtually throughout Australia. We’ll recommend the delivery format that best suits your team, your location and the Workshop you’ve chosen. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Marketing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Training in Brisbane for B2B Marketing Teams](https://b2bgrowthco.com/linkedin-training-brisbane/) **Published:** July 23, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Develop a more capable LinkedIn team with specialist training that helps B2B marketing teams, leaders and employees contribute with greater confidence and consistency. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Strengthen the Team Capability Behind Your LinkedIn Strategy ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Build A High-Performing LinkedIn Team ## Build A High-Performing LinkedIn Team The strongest LinkedIn results come from teams that understand how to work together. Our LinkedIn training helps Brisbane B2B marketing teams, leaders and employees develop the knowledge, practical skills and shared approach needed to use LinkedIn more strategically. Built around proven frameworks and real-world B2B experience, every programme helps participants make better decisions, strengthen collaboration and contribute more effectively to your organisation’s LinkedIn success. [ Book an Intro Call ](/contact/) ![LINKEDIN TRAINING WITH MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/08/LINKEDIN-TRAINING-WITH-MICHELLE-J-RAYMOND-1024x768.webp "LINKEDIN TRAINING WITH MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### Your Team Is Ready To Improve Its LinkedIn Performance. The strongest LinkedIn teams don’t rely on one expert. They create a shared understanding of how LinkedIn supports the organisation, giving marketers, leaders and employees the knowledge to make better decisions and contribute more consistently. **Our LinkedIn training in Brisbane is designed for B2B organisations that want to:** - Build a high-performing LinkedIn team across the organisation - Create a more consistent approach to LinkedIn across teams, regions or business units - Help marketers, leaders and employees understand the role they each play on LinkedIn - Improve the quality of LinkedIn activity rather than simply increasing the quantity - Strengthen the connection between the Company Page and employee activity - Build long-term LinkedIn capability that continues to benefit the business ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## High-Performing Teams Don't Happen By Accident ## High-Performing Teams Don't Happen By Accident The most successful LinkedIn teams don’t rely on one person knowing how the platform works. They create shared knowledge, consistent standards and a clear understanding of how LinkedIn supports broader marketing and business objectives. B2B Growth Co delivers LinkedIn training that helps Melbourne organisations develop those capabilities The organisations that achieve the best results on LinkedIn don’t rely on individual effort or occasional bursts of activity. They create a shared understanding of how LinkedIn supports the business and equip their teams with the knowledge to make better decisions every day. **B2B Growth Co’s LinkedIn Training helps your team develop:** - A shared understanding of LinkedIn best practice across the organisation - The skills to make better decisions with greater confidence - A more consistent approach to Company Pages, leaders and employee activity - Practical knowledge that supports your marketing and business objectives - Stronger collaboration across marketing teams, business leaders and subject matter experts Your team will leave with the knowledge, practical frameworks and shared direction needed to build a stronger LinkedIn presence together. [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## How Training Strengthens Your Organisation ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Role Clarity Everyone understands the role they play on LinkedIn, creating greater consistency between your marketing team, leaders and employees. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Smarter Decisions Equip your team with practical frameworks that make everyday LinkedIn decisions easier, from content planning to employee participation. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Greater Ownership Give people the confidence to contribute appropriately, reducing reliance on one LinkedIn expert or constant approval from marketing. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Lasting Capability Develop internal knowledge and ways of working that continue to strengthen your organisation’s LinkedIn presence long after the training has finished. [ Book an Intro Call ](/contact/) ## FAQ's What makes LinkedIn Training effective? Effective LinkedIn training goes beyond showing people how the platform works. It helps participants understand why LinkedIn matters to the organisation, the role they play in supporting business goals and how to make better decisions every time they use the platform. B2B Growth Co combines proven frameworks, practical guidance and real-world B2B experience to help teams use LinkedIn with greater purpose and consistency. What's the biggest mistake Organisations make with LinkedIn Training? One of the biggest mistakes is treating LinkedIn as the responsibility of one person or one team. The strongest results come when marketers, leaders and employees understand how they each contribute to the organisation’s LinkedIn presence. Training creates that shared understanding, helping LinkedIn become a coordinated business effort rather than relying on one expert. Who Should attend LinkedIn Training? Our LinkedIn training is designed for B2B marketing teams, Company Page administrators, business leaders and employees who play a role in representing the organisation on LinkedIn. Whether participants create content, manage the Company Page or want to use LinkedIn more effectively in their role, the training provides practical guidance that is relevant to their responsibilities. How does LinkedIn Training support Company Pages and Employees? The strongest LinkedIn strategies don’t rely on a Company Page alone. Training helps teams understand when content should be published by the organisation, when it should come from leaders or employees and how both work together to build visibility, credibility and buyer confidence. This creates a more coordinated approach that supports stronger business outcomes. Why do B2B Marketing Teams choose B2B Growth Co? B2B marketing teams choose B2B Growth Co because we specialise exclusively in LinkedIn. Every training programme is built around proven frameworks, practical experience and a deep understanding of how B2B organisations use LinkedIn to build brand awareness and support demand generation. Participants leave with practical knowledge they can apply immediately and a clearer understanding of how Company Pages, leaders and employees work together to achieve stronger business outcomes. Can LinkedIn Training be delivered at our Brisbane Office? Yes. B2B Growth Co delivers LinkedIn training for organisations across Brisbane, throughout Australia and internationally. Training can be delivered onsite, virtually or through a blended approach, making it easy to support teams wherever they’re based. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Marketing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Training in Sydney for B2B Marketing Teams](https://b2bgrowthco.com/linkedin-training-sydney/) **Published:** July 21, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** B2B Growth Co delivers practical LinkedIn training in Sydney for B2B marketing teams. Build the confidence, capability and consistency your team needs to use LinkedIn more effectively for brand awareness, demand generation and long-term business growth. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Get Your Team Contributing More Effectively on LinkedIn ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Build the Skills, Confidence and Clarity to Contribute ## Build the Skills, Confidence and Clarity to Contribute B2B Growth Co delivers practical LinkedIn training in Sydney for B2B marketing teams that want to build confidence, improve capability and create a more consistent approach to LinkedIn. Whether you’re training marketers, leaders or employee advocates, our programs combine strategy with practical application to help your team contribute with greater confidence, consistency and purpose. [ Book an Intro Call ](/contact/) ![LINKEDIN TRAINING WITH MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/08/TRAINING-HARNESS-EMPLOYEE-ADVOCACY-ON-LINKEDIN-1024x683.avif "LINKEDIN TRAINING WITH MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### Your team needs practical LinkedIn training they can put into action immediately. **Our LinkedIn training in Sydney is designed for B2B marketing teams who:** - Want practical LinkedIn training created for B2B organisations, not generic social media advice - Need to upskill marketers, leaders or employee advocates - Are looking for a more consistent approach across teams, regions or business units - Want training that supports wider marketing goals rather than focusing only on platform features - Need practical guidance their team can use in day-to-day work - Want to build internal capability without relying on one LinkedIn expert ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Turn LinkedIn Knowledge Into Practical Action ## Turn LinkedIn Knowledge Into Practical Action B2B Growth Co delivers LinkedIn training in Sydney that gives marketing teams a clear, practical understanding of how LinkedIn should be used across the organisation. The training moves beyond platform features and generic content advice. It shows participants how Company Pages, leaders and employees can support one another, how to make stronger content decisions and how to apply LinkedIn best practices in day-to-day work. **Your team will learn how to:** - Connect LinkedIn activity to wider marketing and business priorities - Create content that is relevant to buyers, not just the organisation - Use Company Pages, leaders and employees as part of one coordinated approach - Make more confident decisions about content, engagement and participation - Apply practical frameworks that improve the quality of LinkedIn activity - Leave with clear actions they can use after the workshop [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What LinkedIn Training Delivers ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Capability Build the practical LinkedIn knowledge and skills your team needs to use the platform with greater confidence. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Consistency Create a shared understanding of LinkedIn best practices so marketers, leaders and employees communicate with greater consistency. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Confidence Give your team the confidence to make better decisions, create stronger content and participate on LinkedIn with purpose. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Practical Action Leave every workshop with practical frameworks, clear next steps and ideas your team can apply immediately. [ Book an Intro Call ](/contact/) ## FAQ's What makes B2B Growth Co's LinkedIn Training different? Most LinkedIn training focuses on platform features or personal branding. B2B Growth Co specialises in training B2B marketing teams to use LinkedIn more strategically. Every workshop is grounded in practical experience, helping teams understand how LinkedIn supports brand awareness, buyer engagement and long-term business growth. The focus isn’t just on learning LinkedIn. It’s on helping your team use LinkedIn more confidently, consistently and strategically. Who is the Training designed for? Our LinkedIn training is designed for B2B marketing teams, communications professionals, business leaders and employee advocates who want to build their capability on LinkedIn. Whether your team is just getting started or looking to improve an existing approach, the training provides practical guidance that participants can apply immediately. How does the Training help create a more consistent approach across the Team? The training gives participants a shared understanding of LinkedIn best practices, content principles and expected standards. This helps reduce conflicting advice, improve decision-making and create greater consistency across marketers, leaders, regions or business units, without expecting everyone to use LinkedIn in exactly the same way. How practical is the Training? Every workshop combines strategic thinking with practical application and real-world examples. Rather than simply explaining LinkedIn features, we focus on helping participants understand why they matter, how to apply best practices and what actions they can take when they return to work. Why choose B2B Growth Co for LinkedIn Training in Sydney? B2B Growth Co is based in Sydney and specialises exclusively in LinkedIn for B2B organisations. Unlike general digital marketing trainers, we work with marketing teams every day to solve the challenges of Company Pages, employee participation, governance and organisational alignment. That specialist experience means your team learns proven approaches that are relevant to complex B2B organisations, not generic social media tactics. Can the Training be delivered at our Sydney office? Yes. We regularly deliver LinkedIn training at client offices across Sydney and can also facilitate virtual workshops for distributed teams across Australia and internationally. This flexibility allows organisations to train local, regional and global teams in a way that suits their business. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Marketing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Workshops Sydney for B2B Marketing Teams](https://b2bgrowthco.com/linkedin-workshops-sydney/) **Published:** July 21, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** B2B Growth Co delivers practical LinkedIn workshops in Sydney for B2B marketing teams. From Company Page management to employee activation, our workshops build the confidence, capability and consistency teams need to use LinkedIn more effectively. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Give Your Team the LinkedIn Skills the Business Needs ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Choose the Right Workshop to Turn Knowledge Into Confident Action ## Choose the Right Workshop to Turn Knowledge Into Confident Action B2B Growth Co delivers specialist LinkedIn workshops in Sydney for organisations that want focused support in the areas that matter most. Choose from the G.R.O.W.T.H Masterclass for leaders and employees who need a clear, practical framework for showing up on LinkedIn in a way that supports the business, or Company Page Training for marketing teams responsible for managing LinkedIn Company Pages. [ Book an Intro Call ](/contact/) ![LINKEDIN WORKSHOP DARE TO BE DIFFERENT WITH MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/08/LINKEDIN-WORKSHOP-DARE-TO-BE-DIFFERENT-WITH-MICHELLE-J-RAYMOND-1024x576.webp "LINKEDIN WORKSHOP DARE TO BE DIFFERENT WITH MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### You Know Your Team Needs LinkedIn Support, But You’re Not Sure Which Workshop Is The Right Fit. **Our LinkedIn workshops in Sydney are designed for B2B organisations that:** - Want practical LinkedIn support built around the needs of B2B teams - Need to strengthen either Company Page capability or employee participation - Are looking for a clear workshop option rather than generic LinkedIn training - Want marketers, leaders or employees to understand how their LinkedIn activity supports the business - Need practical frameworks people can use after the workshop - Value specialist LinkedIn expertise delivered in a way that fits real organisational challenges ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Choose The Right LinkedIn Workshop For Your Team ## Choose The Right LinkedIn Workshop For Your Team B2B Growth Co delivers two specialist LinkedIn workshops in Sydney, each designed to solve a different organisational need. One strengthens the capability of the marketing team responsible for the LinkedIn Company Page. The other gives leaders and employees a clear framework for understanding how their individual LinkedIn activity can support the wider business. **Choose the workshop that best fits your team:** - **LinkedIn B2B G.R.O.W.T.H Masterclass** For leaders and employees who need a clear, practical starting point for using LinkedIn in a way that supports business goals, professional visibility and the organisation’s wider brand presence. - **LinkedIn Company Page Training** For marketers, social media managers and Page administrators who need practical guidance on Company Page strategy, content, community building, publishing and measurement. These workshops are built around the realities of B2B organisations, where LinkedIn has to work across Company Pages, marketing teams, leaders and employees. Michelle J Raymond brings specialist Company Page expertise and a practical understanding of how to turn LinkedIn strategy into actions teams can use, support and sustain. [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What Our LinkedIn Workshops Deliver ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Clear Direction Help your team understand where LinkedIn fits within your organisation and how it supports wider marketing and business priorities. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Shared Understanding Give marketers, leaders and employees a common language and practical approach to using LinkedIn across the organisation. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Better Decisions Replace guesswork, conflicting advice and outdated assumptions with proven approaches your team can use with confidence. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Greater Momentum Equip your team with the clarity and motivation to keep improving long after the workshop has finished. [ Book an Intro Call ](/contact/) ## FAQ's How do I choose the right LinkedIn Workshop for my team? Start by considering your team’s current LinkedIn knowledge and what you want them to achieve. The **G.R.O.W.T.H Masterclass** is the ideal starting point for leaders and employees who want to build a stronger understanding of LinkedIn and how they can contribute to the organisation’s visibility, credibility and reputation. The **LinkedIn Company Page Admin Workshop** is designed for marketers, social media managers and Page administrators who already understand LinkedIn and want to develop the specialist skills needed to manage an organisation’s Company Page. It covers areas such as content strategy, community management, governance and measuring success. If you’re unsure which workshop is the best fit, we’ll help you choose the option that aligns with your team’s experience and business goals. What makes B2B Growth Co's LinkedIn Workshops different? Our workshops are built specifically for B2B organisations and reflect the way modern marketing teams actually work. Rather than teaching isolated LinkedIn tactics, we help teams understand how LinkedIn supports broader marketing objectives and how Company Pages, leaders and employees all play a role. Every workshop is grounded in practical experience gained from working with complex B2B organisations. Who should attend the Workshops? The right participants depend on the workshop you choose. The **G.R.O.W.T.H Masterclass** is designed for leaders, subject matter experts, client-facing teams and employees who want to represent both themselves and the organisation more effectively on LinkedIn. The **LinkedIn Company Page Admin Workshop** is ideal for marketing teams, communications professionals, social media managers and anyone responsible for managing a LinkedIn Company Page. Can the Workshops be delivered for our Organisation? Yes. Workshops can be delivered at your Sydney office, virtually for distributed teams or as part of a conference, leadership program or internal professional development initiative. We work with organisations across Australia and internationally, making it easy to deliver a consistent learning experience regardless of where your teams are located. Why is B2B Growth Co well placed to deliver LinkedIn Workshops? B2B Growth Co specialises in helping complex B2B organisations use LinkedIn more effectively across Company Pages, marketing teams, leaders and employees. Every Workshop is led by Michelle J Raymond, who combines specialist LinkedIn Company Page expertise with more than 20 years of B2B sales experience and a practical understanding of long buying cycles, multiple stakeholders and the realities facing modern marketing teams. What can our team expect after completing a Workshop? Your team will leave with more than just new knowledge. They’ll have a clearer understanding of how LinkedIn supports your organisation, greater confidence in the role they play and a shared approach to using the platform more effectively. Whether they attend the G.R.O.W.T.H Masterclass or the Company Page Admin Workshop, participants finish with a stronger foundation for making better decisions, creating more relevant content and contributing to a more consistent LinkedIn presence across the business. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Marketing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Workshops Melbourne for B2B Marketing Teams](https://b2bgrowthco.com/linkedin-workshops-melbourne/) **Published:** July 22, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** B2B Growth Co delivers practical LinkedIn Workshops in Melbourne, helping B2B marketing teams build confidence, strengthen capability and create a more strategic approach to LinkedIn. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Turn LinkedIn Training Into Stronger Team Execution ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Give Your Team Practical Skills They Can Apply Immediately ## Give Your Team Practical Skills They Can Apply Immediately A LinkedIn strategy only creates value when your team knows how to put it into action. Our Workshops combine practical guidance, proven frameworks and real-world examples to help marketers, Company Page administrators and employees use LinkedIn more effectively. Whether you’re introducing employees to LinkedIn through the G.R.O.W.T.H Masterclass or developing the knowledge of Company Page administrators, every Workshop is designed to deliver practical outcomes your team can put into action. [ Book an Intro Call ](/contact/) ![Speaker presenting a slide titled 'Harness Employee Advocacy on LinkedIn' to a small audience in a bright room with a pink graphics slide behind him.](https://b2bgrowthco.com/wp-content/uploads/2026/08/LINKEDIN-WORKSHOP-WITH-MICHELLE-J-RAYMOND-EMPLOYEE-ADVOCACY-1024x683.webp "LINKEDIN WORKSHOP WITH MICHELLE J RAYMOND EMPLOYEE ADVOCACY - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### You Need LinkedIn Support But Aren’t Sure Which Workshop Will Deliver The Biggest Impact For Your Team. **Our Workshops are ideal if your organisation wants to:** - Build LinkedIn confidence across employees and business leaders - Develop stronger Company Page management skills within your marketing team - Create a more consistent approach to LinkedIn across the organisation - Give participants practical frameworks they can apply immediately - Help every person understand the role they play on LinkedIn - Invest in the right Workshop for your team’s current knowledge and responsibilities ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Not Every Team Needs The Same LinkedIn Workshop ## Not Every Team Needs The Same LinkedIn Workshop The biggest mistake organisations make is assuming one LinkedIn Workshop will suit everyone. The learning needs of a marketing team managing a Company Page are very different from those of leaders and employees building their professional presence. That’s why B2B Growth Co offers two specialist Workshops. Rather than trying to cover everything in one session, each Workshop focuses on the skills, responsibilities and decisions that matter most to the people attending. **Our Workshops are designed for different audiences:** **LinkedIn B2B G.R.O.W.T.H Masterclass** Build confidence across leaders and employees by helping them understand how individual LinkedIn activity can strengthen the organisation’s visibility, credibility and brand. **LinkedIn Company Page Workshop** Develop the practical skills needed to manage a LinkedIn Company Page with greater confidence, consistency and strategic purpose. Choosing the right Workshop means participants spend their time learning what is most relevant to their role, leading to better engagement and stronger outcomes for the organisation. [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What Your Team Will Leave With ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Clear Understanding Understand exactly what good LinkedIn activity looks like and how it supports your organisation’s goals. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Practical Frameworks Use proven frameworks to make better LinkedIn decisions instead of relying on guesswork or conflicting advice. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Greater Confidence Give participants the confidence to contribute on LinkedIn in a way that is professional, purposeful and aligned with your organisation. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Immediate Action Leave with practical ideas and clear next steps that participants can apply as soon as they return to work. [ Book an Intro Call ](/contact/) ## FAQ's Why Should LinkedIn Be Treated Differently From Other Social Media Platforms? LinkedIn plays a unique role in B2B marketing. It’s where buyers research organisations, evaluate expertise and build confidence long before they speak with sales. That means success isn’t about posting more content. It’s about helping the right people understand who you are, what you do and why it matters. B2B Growth Co’s Workshops give participants the practical frameworks, knowledge and confidence to use LinkedIn more strategically in support of their organisation’s goals. Which LinkedIn Workshop Is Right For Our Team? B2B Growth Co offers two specialist LinkedIn Workshops. The G.R.O.W.T.H Masterclass helps leaders and employees build confidence using LinkedIn professionally, while the LinkedIn Company Page Workshop develops the knowledge and skills needed to manage a Company Page more strategically. We’ll help you identify the Workshop that best matches your team’s responsibilities and learning objectives. Who Should Attend a LinkedIn Workshop? Our Workshops are designed for B2B organisations that want to strengthen how they use LinkedIn. Depending on the Workshop, participants may include marketing teams, Company Page administrators, business leaders, subject matter experts or employees who want to contribute more confidently and consistently on LinkedIn. Why Do B2B Marketing Teams Choose B2B Growth Co? B2B marketing teams choose B2B Growth Co because we specialise exclusively in LinkedIn. Every Workshop is built on proven frameworks, practical experience and a deep understanding of how B2B organisations use LinkedIn to build brand awareness and support demand generation. Participants leave with a clearer understanding of how Company Pages, leaders and employees work together, giving their organisation a more consistent and strategic approach to LinkedIn. Can LinkedIn Workshops Be Delivered at Our Melbourne Office? Yes. B2B Growth Co delivers LinkedIn Workshops for organisations across Melbourne, as well as virtually and throughout Australia. We’ll recommend the delivery format that best suits your team, your location and the Workshop you’ve chosen. What Happens After The Workshop? The Workshop is just the beginning. Participants leave with practical frameworks, greater confidence and a clearer understanding of how to apply what they’ve learned in their day-to-day role. The goal is to help individuals make better LinkedIn decisions that contribute to stronger outcomes for the organisation over time. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Marketing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Workshops Brisbane for B2B Marketing Teams](https://b2bgrowthco.com/linkedin-workshops-brisbane/) **Published:** July 23, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Develop LinkedIn capability across your organisation with practical Workshops for Brisbane B2B teams. Choose the right Workshop for employees, leaders or Company Page administrators. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Your LinkedIn Strategy Is Only as Strong as the Team Behind It ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Turn LinkedIn Knowledge Into Consistent Action Across Your Organisation ## Turn LinkedIn Knowledge Into Consistent Action Across Your Organisation The fastest way to improve LinkedIn performance isn’t asking individuals to figure it out themselves. It’s bringing the right people together to develop a shared understanding of how LinkedIn supports your organisation. B2B Growth Co offers specialist LinkedIn Workshops for Brisbane B2B organisations, helping marketing teams, leaders, employees and Company Page administrators build the knowledge and practical skills they need to contribute more effectively. [ Book an Intro Call ](/contact/) ![LINKEDIN WORKSHOP DARE TO BE DIFFERENT WITH MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/08/LINKEDIN-WORKSHOP-DARE-TO-BE-DIFFERENT-WITH-MICHELLE-J-RAYMOND-1024x576.webp "LINKEDIN WORKSHOP DARE TO BE DIFFERENT WITH MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### You Want Your Team Learning The Right Skills Together. **Our Workshops are ideal for Brisbane B2B organisations that want to:** - Build LinkedIn capability across multiple teams - Give employees and leaders greater confidence using LinkedIn professionally - Develop stronger Company Page management skills - Create greater consistency across the organisation - Help participants apply practical frameworks to everyday LinkedIn decisions - Strengthen the relationship between your Company Page and your people ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Real Change Happens When Teams Learn Together ## Real Change Happens When Teams Learn Together The most successful LinkedIn teams aren’t built through individual effort. They’re created when marketers, leaders and employees develop a shared understanding of how LinkedIn supports the organisation and how they can each contribute. B2B Growth Co’s LinkedIn Workshops help Brisbane B2B organisations build that shared capability through practical learning, proven frameworks and real-world application. **Our Workshops help your organisation:** - Develop a common approach to LinkedIn across teams and business units - Strengthen collaboration between your Company Page and your people - Give participants practical frameworks they can apply immediately - Reduce uncertainty around LinkedIn roles, responsibilities and best practices - Build internal capability that continues long after the Workshop The result is a team that works more consistently, makes better LinkedIn decisions and contributes more effectively to your organisation’s marketing objectives. [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What Your Team Will Gain ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Shared Understanding Help marketers, leaders and employees develop a common understanding of how LinkedIn supports your organisation, ensuring everyone is working towards the same business and marketing goals. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Practical Application Replace theory with practical frameworks that participants can apply immediately, making everyday LinkedIn decisions simpler, faster and more effective. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Consistent Execution Create a more consistent approach to LinkedIn across your Company Page, leaders and employees, helping your organisation present a stronger, more coordinated brand. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Stronger Marketing Impact Equip your team with the knowledge and practical skills to use LinkedIn in ways that support brand awareness, buyer confidence and long-term demand generation. [ Book an Intro Call ](/contact/) ## FAQ's How do I choose the right LinkedIn Workshop for my Team? Start by considering your team’s current LinkedIn knowledge and what you want them to achieve. The **LinkedIn B2B G.R.O.W.T.H Masterclass** is the ideal starting point for leaders and employees who want to build a stronger understanding of LinkedIn and how they can support the organisation’s visibility, credibility and reputation. The **LinkedIn Company Page Workshop** is designed for marketers and Company Page administrators who already understand LinkedIn and want to develop the specialist skills needed to manage an organisation’s Company Page more strategically. If you’re unsure which Workshop is the best fit, we’ll help you choose the option that aligns with your team’s experience and business goals. Why do Organisations invest in LinkedIn Workshops? LinkedIn Workshops help organisations build capability across multiple people at the same time. Rather than relying on individuals to learn through trial and error, Workshops create a shared understanding of best practice, helping teams make better decisions, work more consistently and support the organisation’s wider marketing objectives. Can different Teams attend the same Workshop? Yes. Our Workshops are designed for cross-functional learning where appropriate. Marketing teams, leaders and subject matter experts often benefit from learning together because they leave with a shared understanding of how LinkedIn supports the organisation and how each person contributes to its success. What makes B2B Growth Co's Workshops different? B2B Growth Co specialises exclusively in LinkedIn for B2B organisations. Every Workshop is built around proven frameworks, practical experience and the real challenges faced by marketing teams. Rather than focusing on LinkedIn features alone, participants learn how to make better decisions, work more effectively as a team and use LinkedIn to support broader business objectives. Can LinkedIn Workshops be delivered at our Brisbane Office? Yes. We deliver LinkedIn Workshops for organisations across Brisbane, throughout Australia and internationally. Workshops can be delivered onsite, virtually or through a blended approach, making it easy to support teams wherever they’re located. What Happens After The Workshop? Participants leave with clear actions, practical frameworks and a stronger understanding of what good LinkedIn activity looks like in their role. This gives marketing managers a more consistent foundation across the team, reduces the need to correct conflicting approaches and makes it easier to turn the learning into better day-to-day execution. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Marketing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Training for B2B Marketing Teams](https://b2bgrowthco.com/linkedin-training-b2b-marketing-teams/) **Published:** July 21, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** B2B Growth Co provides specialist LinkedIn training for B2B marketing teams. Build the knowledge, confidence and practical skills needed to create a more effective, consistent and business-focused approach to LinkedIn. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Make LinkedIn a Stronger Driver of Business Growth ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Give Marketers, Leaders and Employees a Shared Way to Contribute ## Give Marketers, Leaders and Employees a Shared Way to Contribute B2B Growth Co delivers specialist LinkedIn training for B2B marketing teams that want to build stronger capability across marketers, leaders and employees. Our training goes beyond platform features and posting tips. We help teams understand how LinkedIn supports brand awareness, buyer trust and long-term business growth, giving everyone a shared approach to using LinkedIn more effectively across the organisation. [ Book an Intro Call ](/contact/) ![LINKEDIN WORKSHOP DARE TO BE DIFFERENT WITH MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/08/LINKEDIN-WORKSHOP-DARE-TO-BE-DIFFERENT-WITH-MICHELLE-J-RAYMOND-1024x576.webp "LINKEDIN WORKSHOP DARE TO BE DIFFERENT WITH MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### Your Marketing Team Needs A More Strategic Approach To LinkedIn. **Our LinkedIn training is designed for B2B marketing teams who:** - Want specialist LinkedIn training designed specifically for B2B organisations - Need marketers, leaders and employees working from the same LinkedIn best practices - Are responsible for building brand awareness, buyer trust and commercial outcomes through LinkedIn - Want to improve the quality and consistency of LinkedIn activity across the organisation - Need practical guidance that fits the realities of complex B2B marketing teams - Are looking for a long-term capability-building approach rather than one-off platform tips ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Build A Marketing Team That Uses LinkedIn With Purpose ## Build A Marketing Team That Uses LinkedIn With Purpose B2B Growth Co’s LinkedIn training helps B2B marketing teams develop a shared understanding of how LinkedIn supports wider marketing and business objectives. **Together, we’ll strengthen your team’s ability to:** - Connect LinkedIn activity to brand awareness, buyer trust and commercial outcomes - Create more relevant content that reflects the needs of your buyers - Build a consistent approach across marketers, leaders and employees - Make better decisions based on strategy and best practices, not conflicting advice Your team will leave with a clearer understanding of how LinkedIn supports your organisation’s business goals and how each person contributes to achieving them. [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What Our LinkedIn Workshops Deliver ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Marketing Confidence Give your marketing team the confidence to make better LinkedIn decisions without relying on conflicting advice or constant external support. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Buyer Focus Help your team create LinkedIn content that starts with what buyers need, not just what the business wants to say. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Shared Standards Establish a consistent approach to LinkedIn so everyone follows the same best practices, regardless of their role or location. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Long-Term Capability Develop the knowledge and judgement your team needs to keep improving the way they use LinkedIn. [ Book an Intro Call ](/contact/) ## FAQ's What makes this LinkedIn Training specifically relevant to B2B Marketing Teams? B2B marketing teams work with long buying cycles, multiple stakeholders and complex products or services. The training reflects those realities. It focuses on helping teams use LinkedIn to communicate more clearly, create content buyers recognise as relevant and connect Company Page, leader and employee activity back to wider business goals. Is this Training suitable for experienced Marketing Teams? Yes. The training is not limited to LinkedIn beginners. It is particularly valuable for experienced marketers who want to update their knowledge, challenge existing habits and create a shared approach across the team. The emphasis is on stronger judgement and better decision-making, not simply learning where platform features sit. How does the Training help Teams move beyond conflicting LinkedIn advice? Many marketing teams receive LinkedIn advice from creators, agencies, internal stakeholders and the platform itself. Not all of it applies to a complex B2B organisation. B2B Growth Co helps teams separate useful best practices from tactics that don’t fit their goals, audience or operating environment, giving them clearer standards to work from. Can the Training support Teams working across different regions or business units? Yes. The training can help global, regional and business unit teams establish a common foundation while allowing room for local relevance. Participants develop a shared understanding of content principles, buyer focus and LinkedIn best practices without being expected to communicate in exactly the same way across every market. How will this Training fit with our existing LinkedIn Strategy? The training is designed to strengthen the strategy and direction already in place, not automatically replace it. It helps participants understand how their day-to-day decisions support the organisation’s priorities and highlights where current practices may be inconsistent, outdated or disconnected from what the business is trying to achieve. Why choose B2B Growth Co to Train our Marketing Team? B2B Growth Co specialises in LinkedIn for B2B organisations, with particular expertise in Company Pages, employee participation, governance and team alignment. Each session is led by Michelle J Raymond and informed by more than 20 years of B2B sales experience, along with extensive work helping marketing teams turn LinkedIn strategy into a practical and sustainable way of working. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Marketing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Training in Melbourne for B2B Marketing Teams](https://b2bgrowthco.com/linkedin-training-melbourne/) **Published:** July 22, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** B2B Growth Co delivers practical LinkedIn training in Melbourne for B2B marketing teams, helping organisations build stronger internal capability, improve consistency and achieve better business outcomes on LinkedIn. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Raise the Standard of LinkedIn Across Your Business ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Create Stronger Standards Across Your Whole Team ## Create Stronger Standards Across Your Whole Team The best LinkedIn results come from confident teams, not isolated experts. Whether you’re developing marketers, supporting business leaders or helping employees become stronger advocates, practical training gives your team the knowledge to make better decisions every day. B2B Growth Co delivers LinkedIn training in Melbourne that helps organisations build internal capability, establish best practice and create a more consistent approach across the business. [ Book an Intro Call ](/contact/) ![LINKEDIN TRAINING WITH MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/08/LINKEDIN-TRAINING-WITH-MICHELLE-J-RAYMOND-1-1024x768.webp "LINKEDIN TRAINING WITH MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### Your Team Is Ready To Lift Its LinkedIn Performance. Whether you’re building capability across your marketing team or helping leaders and employees contribute more effectively on LinkedIn, this training provides practical guidance that supports a stronger, more consistent approach across the organisation. **This training is ideal for Melbourne organisations that want to:** - Develop a more consistent approach to LinkedIn across the business - Give marketers the knowledge to manage LinkedIn with greater confidence - Help leaders and subject matter experts contribute more effectively - Create content that is more relevant to buyers and aligned with business priorities - Reduce uncertainty around LinkedIn best practices and governance - Build internal capability instead of relying on one or two LinkedIn champions ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Build LinkedIn Capability Across Your Organisation ## Build LinkedIn Capability Across Your Organisation The most successful LinkedIn teams don’t rely on one person knowing how the platform works. They create shared knowledge, consistent standards and a clear understanding of how LinkedIn supports broader marketing and business objectives. B2B Growth Co delivers LinkedIn training that helps Melbourne organisations develop those capabilities through practical learning, real-world examples and proven frameworks that participants can apply with confidence. **Your team will learn how to:** - Align LinkedIn activity with marketing and business objectives - Create content that is more relevant and valuable to B2B buyers - Apply practical frameworks to improve decision-making on LinkedIn - Strengthen the relationship between your Company Page, leaders and employees - Build a more consistent approach across teams and business units [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What LinkedIn Training Delivers ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Shared Standards Equip your team with a common approach to LinkedIn, helping everyone make more consistent decisions and represent your organisation more effectively. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Better Content Learn how to create LinkedIn content that reflects your buyers’ needs, strengthens your brand and supports wider marketing objectives. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Stronger Teams Help marketers, leaders and employees understand their role on LinkedIn, creating greater alignment across the organisation. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Lasting Capability Develop practical knowledge and decision-making skills that enable your team to continue improving as LinkedIn evolves. [ Book an Intro Call ](/contact/) ## FAQ's Who should attend LinkedIn Training? Our LinkedIn training is designed for B2B marketing teams, Company Page administrators, business leaders, subject matter experts and employees who have a role to play in how the organisation shows up on LinkedIn. It’s best suited to organisations that want to improve LinkedIn knowledge across different roles and create clearer expectations about how each group should contribute. What will our Team learn during LinkedIn Training? Your team will learn how to make better decisions on LinkedIn, create more buyer-focused content, strengthen your Company Page and understand how leaders and employees can contribute alongside the business. Every session is practical, relevant and aligned to your organisation’s goals. Is LinkedIn Training suitable for experienced Marketing Teams? Yes. Our training isn’t just about learning LinkedIn features. It helps experienced marketers refine their thinking, strengthen decision-making and build a more consistent approach across the organisation. Even experienced teams benefit from shared frameworks and practical guidance. Can LinkedIn Training support Employee Advocacy? Absolutely. Employee Advocacy is most successful when employees understand how to use LinkedIn confidently and appropriately. Our training helps marketers, leaders and employees understand their respective roles so your Company Page and your people can work together to build brand awareness and support business goals. Why do B2B Marketing Teams choose B2B Growth Co? Marketing teams choose B2B Growth Co because we specialise exclusively in LinkedIn for B2B organisations. Every programme is built around proven frameworks, practical experience and the challenges faced by modern marketing teams. Participants leave with a clearer understanding of how Company Pages, leaders and employees work together to achieve stronger business outcomes. Do you provide LinkedIn Training outside Melbourne? Yes. While this page is designed for organisations looking for LinkedIn training in Melbourne, B2B Growth Co also delivers training across Australia and internationally. Sessions can be delivered onsite, virtually or through a blended approach to suit your organisation’s needs. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Marketing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Training for B2B Teams Australia](https://b2bgrowthco.com/linkedin-training-b2b-teams-australia/) **Published:** July 25, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Practical LinkedIn training for Australian B2B teams that need stronger skills, clearer direction and better alignment across Company Pages and people. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Build the Team Capability Your LinkedIn Strategy Needs ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Build Stronger LinkedIn Skills Across Your Organisation ## Build Stronger LinkedIn Skills Across Your Organisation Practical LinkedIn training for Australian B2B marketing teams that need clearer direction, stronger skills and a more consistent approach across Company Pages, leaders and employees. Your team will learn how to connect LinkedIn activity to business goals, make better content decisions and work together to build brand awareness, buyer trust and demand. [ Book an Intro Call ](/contact/) ![LINKEDIN TRAINING WITH MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/08/LINKEDIN-TRAINING-WITH-MICHELLE-J-RAYMOND-1024x768.webp "LINKEDIN TRAINING WITH MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### Your Teams Across Australia Need a Consistent LinkedIn Approach. **This training is for Australian B2B organisations that want to:** - Create one clear LinkedIn approach across Australian teams and locations - Reduce inconsistency between national strategy and local execution - Define how marketing, leaders and employees contribute without duplicating effort - Give distributed teams practical guidance they can apply in their day-to-day work - Improve collaboration between Company Page owners and internal subject matter experts - Help teams adapt content for different markets while protecting brand consistency - Build stronger LinkedIn capability without relying on one person to drive everything - Establish clearer priorities for content, participation and measurement ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Isn’t Generic Training. It Creates One Clear LinkedIn Direction ## This Isn’t Generic Training. It Creates One Clear LinkedIn Direction Australian B2B teams don’t need more disconnected LinkedIn tips. They need a shared way to make decisions, divide responsibilities and connect activity across the Company Page, leaders and employees. This training gives your team clarity on: - How LinkedIn supports broader marketing and business priorities - What the Company Page, leaders and employees should each contribute - Where consistency is essential and where local flexibility adds value - How to prioritise content, engagement and employee participation - How to reduce duplicated effort across teams and business units - How to build capability your team can apply after the training Your team will leave with clearer responsibilities, stronger decision-making frameworks and a more consistent way to use LinkedIn across the business. [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What Your Organisation Gains From LinkedIn Training ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Strategic Alignment Create a shared direction that connects LinkedIn activity across teams, locations and business units. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Team Confidence Give people the practical knowledge and judgement to contribute with greater confidence. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Clear Ownership Clarify how marketing, leaders, Page admins and employees each support the wider strategy. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Smarter Execution Help teams prioritise the content and activity most likely to support business goals. [ Book an Intro Call ](/contact/) ## FAQ's How will this LinkedIn Training support our broader Marketing Strategy? The training connects LinkedIn activity to wider priorities such as brand awareness, thought leadership, buyer trust and demand generation. Your team learns how to make LinkedIn decisions based on business goals rather than platform activity alone. Can the Training create consistency across Teams without making every Market sound the same? Yes. The aim is to create shared principles, clearer roles and better decision-making across the organisation while allowing teams to respond to local audiences and market needs. This is especially valuable for Australian organisations working across multiple states, offices or business units. Will this reduce the pressure on Marketing to manage all LinkedIn activity? Yes. The training helps clarify what marketing should lead, where leaders and employees can contribute and how responsibility can be shared more effectively. This reduces overreliance on one team while protecting quality, brand alignment and governance. How does the Training connect the Company Page, Leaders and Employees? The training shows how each part of the organisation can play a different but connected role. The Company Page builds brand authority, while leaders and employees add expertise, relationships and trust. Together, they create a stronger LinkedIn presence than either can achieve alone. How do we know the Training will lead to lasting change? The training is built around practical frameworks, clearer responsibilities and decisions your team can continue applying afterwards. The goal isn’t a temporary increase in activity. It’s stronger internal capability, better judgement and a more consistent approach over time. How can we demonstrate the value of the Training internally? The value can be assessed through stronger team confidence, clearer ownership, better content decisions, increased participation and more relevant engagement from priority audiences. These indicators help senior marketers show progress beyond impressions, follower growth and short-term reach. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Marketing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Company Page Consulting for B2B Marketing Teams](https://b2bgrowthco.com/linkedin-company-page-consulting/) **Published:** July 21, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** B2B Growth Co provides specialist LinkedIn Company Page consulting for complex B2B marketing teams. Build a clearer strategy, stronger governance and better alignment across Company Pages, leaders and employees to support brand awareness and demand generation. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Build a LinkedIn Company Page That Works Harder for Your Business ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Give Buyers a Clearer Reason to Choose You ## Give Buyers a Clearer Reason to Choose You ### Work with a specialist LinkedIn Company Page consultant who helps B2B marketing teams create the clarity, confidence and alignment needed to build stronger buyer relationships and support demand generation. [ Book an Intro Call ](/contact/) ![Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy](https://b2bgrowthco.com/wp-content/uploads/2025/12/F1A8406-1024x683.webp "Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### You don’t need another LinkedIn expert telling you to post more. You need a strategy your team can actually deliver. **This LinkedIn Company Page consulting service is designed for B2B marketing teams who:** - Want specialist LinkedIn expertise without hiring a full-time LinkedIn strategist - Are responsible for a LinkedIn Company Page but aren’t confident it’s supporting brand awareness or demand generation - Need help aligning global, regional or business unit teams around one LinkedIn strategy - Want clearer governance, content direction and ownership across the organisation - Need an experienced LinkedIn Company Page consultant to guide strategy, workshops or internal decision-making - Are looking for practical advice that fits the way complex B2B organisations actually work ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Isn't Just LinkedIn Advice. It's Strategic Direction For Your Marketing Team. ## This Isn't Just LinkedIn Advice. It's Strategic Direction For Your Marketing Team. B2B Growth Co’s LinkedIn Company Page Consulting helps you step back from day-to-day tactics and make better strategic decisions about how LinkedIn supports your business. Together, we’ll identify: - Where your LinkedIn strategy is aligned or working against your business goals - How your Company Page, leaders and employees can work together more effectively - What’s holding your team back from building brand awareness, trust and demand generation - The priorities that will have the biggest commercial impact for your organisation Whether you need an experienced sounding board, strategic guidance or help bringing stakeholders together, you’ll leave with practical recommendations your team can implement with confidence. [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What LinkedIn Company Page Consulting Delivers ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Clarity Know exactly where LinkedIn fits within your marketing strategy and what matters most for your organisation. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Confidence Make informed decisions backed by experience, not opinions, assumptions or platform hype. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Alignment Create a shared direction that brings your Company Page, leaders and employees together around one strategy. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Momentum Leave with practical next steps and clear priorities your team can implement immediately. [ Book an Intro Call ](/contact/) ## FAQ's Is this suitable if we already have a Social Media Team? Absolutely. Most of our clients already have experienced marketing teams in place. We provide specialist LinkedIn expertise that complements your existing capabilities, helping your team make better strategic decisions, align around a clear direction and get more value from LinkedIn. Will this work if we have multiple LinkedIn Company Pages? Yes. Many B2B organisations manage multiple LinkedIn Company Pages across regions, business units or brands. I help create a clear overarching strategy while recognising that different audiences and markets may require different approaches. The aim is to balance global consistency with local relevance. What if we already have a LinkedIn Strategy? That’s a great place to start. Consulting isn’t about replacing what’s already working. It’s about reviewing your current strategy, identifying opportunities, challenging assumptions where needed and ensuring your LinkedIn activity is aligned with your broader business and marketing objectives. How much involvement is required from our Team? The most successful engagements are collaborative. We’ll guide the process, but your team’s knowledge of the business is essential. Typically, this involves an initial discovery session, access to relevant information and one or more workshops or review meetings, depending on the scope of the engagement. How do you measure whether our LinkedIn strategy is working? Success isn’t measured by follower growth or impressions alone. Together, we’ll identify the measures that matter most to your organisation. That may include improvements in Company Page clarity, stakeholder alignment, buyer engagement, employee participation, content performance or contribution to brand awareness and demand generation. Can you work alongside our Agency or internal Marketing Team? Yes. We regularly work alongside in-house marketing teams, creative agencies, content teams and external partners. My role is to bring specialist LinkedIn expertise and strategic guidance that complements the work already being done, helping everyone move towards the same objectives. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Marketing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Company Page Consulting Sydney](https://b2bgrowthco.com/linkedin-company-page-consulting-sydney/) **Published:** July 21, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** B2B Growth Co provides specialist LinkedIn Company Page consulting in Sydney for B2B marketing teams. Strengthen your LinkedIn strategy, governance and team alignment to build a buyer-focused Company Page that supports brand awareness and demand generation. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Build a LinkedIn Company Page That Makes Your Value Clear ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Help the Right Buyers Understand Why They Should Choose You ## Help the Right Buyers Understand Why They Should Choose You Whether you’re leading a marketing team in Sydney or supporting multiple regions across Australia, B2B Growth Co helps organisations build LinkedIn Company Pages that strengthen buyer confidence, support demand generation and align teams around a clear strategy. From one-off strategic advice through to ongoing consulting, we work alongside your marketing team to turn LinkedIn into a stronger business asset. [ Book an Intro Call ](/contact/) ![Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy](https://b2bgrowthco.com/wp-content/uploads/2025/12/F1A8406-1024x683.webp "Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### You’re looking for a Sydney-based LinkedIn consulting partner that understands how complex B2B marketing teams work. **Our LinkedIn Company Page consulting in Sydney is designed for B2B marketing teams who:** - Want specialist LinkedIn expertise without hiring a full-time LinkedIn strategist - Prefer working with a Sydney-based consultancy that can deliver both in-person and virtual consulting - Need to align marketing, leadership and regional teams around one LinkedIn strategy - Are responsible for a LinkedIn Company Page but aren’t confident it’s supporting brand awareness or demand generation - Need practical guidance they can confidently take back to leadership and internal stakeholders - Are looking for strategic advice that fits the way complex B2B organisations actually work ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Work With A Sydney-Based LinkedIn Consultancy That Understands B2B Marketing Teams ## Work With A Sydney-Based LinkedIn Consultancy That Understands B2B Marketing Teams Whether you’re looking for an experienced sounding board, strategic guidance or hands-on workshops, B2B Growth Co’s LinkedIn Company Page Consulting helps Sydney marketing teams make better decisions about how LinkedIn supports their business. Working together, we’ll help you: - Build a LinkedIn strategy that’s aligned with your business and marketing objectives - Create greater consistency across your Company Page, leaders and employees - Identify the opportunities that will have the greatest impact on brand awareness and demand generation - Give your team practical recommendations they can confidently implement Whether we meet at your Sydney office or work together virtually, every engagement is designed to provide practical advice that delivers long-term value for your organisation. [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What LinkedIn Company Page Consulting in Sydney Delivers ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Clarity Gain an independent perspective on your LinkedIn strategy with practical recommendations tailored to your organisation’s goals, priorities and team structure. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Confidence Make informed decisions backed by specialist LinkedIn expertise, giving your team the confidence to move forward with a clear plan. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Collaboration Work directly with a Sydney-based consulting partner through in-person workshops or virtual sessions that bring marketing, leadership and key stakeholders together. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Action Leave every engagement with clear priorities, practical next steps and a roadmap your team can implement immediately. [ Book an Intro Call ](/contact/) ## FAQ's Why choose B2B Growth Co for LinkedIn Company Page consulting in Sydney? Unlike general social media consultants, B2B Growth Co specialises in helping B2B marketing teams improve how LinkedIn supports brand awareness and demand generation. Our consulting goes beyond content planning to focus on Company Page strategy, governance, team alignment and helping organisations build high-performing teams on LinkedIn. Every engagement is led by Michelle J Raymond, an internationally recognised LinkedIn Company Page specialist. What types of Organisations do you work with? B2B Growth Co works primarily with established B2B organisations that have dedicated marketing teams and complex stakeholder environments. Many clients have regional, national or global operations and need LinkedIn strategies that work across multiple markets while remaining relevant to local audiences. How is your LinkedIn consulting different from a Marketing Agency? Most agencies focus on creating and publishing content. Our consulting focuses on helping your organisation make better strategic decisions. We work alongside your marketing team to strengthen LinkedIn strategy, improve governance, align stakeholders and create a clear direction that your team can confidently implement. Why should we bring in an external LinkedIn Consultant? An external consultant brings an independent perspective, specialist LinkedIn expertise and experience working with multiple B2B organisations. We help challenge assumptions, identify opportunities and provide objective recommendations that are often difficult to see from inside the business. The result is greater clarity, stronger alignment and more confident decision-making. Can you work with our internal marketing team? Absolutely. Our consulting is designed to complement your existing team, not replace it. We bring specialist LinkedIn expertise, an external perspective and practical recommendations while your marketing team remains in control of implementation. Do you offer LinkedIn Company Page consulting throughout Sydney? Yes. B2B Growth Co works with organisations across Greater Sydney and can deliver consulting at your office, virtually or through a hybrid approach. We also work with organisations across Australia and internationally, making it easy to support both local and distributed marketing teams. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Marketing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Company Page Consulting in Melbourne](https://b2bgrowthco.com/linkedin-company-page-consulting-melbourne/) **Published:** July 22, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** B2B Growth Co provides specialist LinkedIn Company Page consulting in Melbourne, helping B2B marketing teams build stronger strategies, create more relevant content and improve Company Page performance. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Make Your LinkedIn Company Page Work Harder for the Business ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Turn Consistent Posting Into Clearer Strategic Impact ## Turn Consistent Posting Into Clearer Strategic Impact Many B2B organisations invest time in their LinkedIn Company Page but struggle to connect their activity to wider business goals. Without a clear strategy, even consistent posting can fail to build buyer trust or support long-term growth. B2B Growth Co provides specialist LinkedIn Company Page consulting for Melbourne organisations, helping marketing teams develop clearer strategies, stronger content and a more purposeful approach to LinkedIn. [ Book an Intro Call ](/contact/) ![Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy](https://b2bgrowthco.com/wp-content/uploads/2025/12/F1A8406-1024x683.webp "Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### Your LinkedIn Company Page Has More Potential Than You’re Seeing **This service is for Melbourne B2B marketing teams who:** - Want a clearer LinkedIn Company Page strategy that supports business growth - Need content that connects with buyers instead of simply sharing company updates - Are looking to improve the quality and consistency of their Company Page activity - Need an independent perspective on what’s working and where the biggest opportunities exist - Want to align marketers, leaders and employees around a shared LinkedIn approach - Are ready to turn their Company Page into a more valuable business asset ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Independent Advice. Practical Direction. Better Business Decisions. ## Independent Advice. Practical Direction. Better Business Decisions. The most effective LinkedIn Company Pages aren’t built around a publishing schedule. They’re built around a clear understanding of the organisation’s buyers, business priorities and the role LinkedIn should play in achieving them. B2B Growth Co provides independent LinkedIn Company Page consulting to help Melbourne organisations step back from day-to-day activity and make better strategic decisions. Together, we’ll identify what’s working, uncover missed opportunities and create a practical plan that gives your team greater focus and purpose. **Your team will be better equipped to:** - Evaluate whether your current Company Page is supporting your marketing objectives - Identify the gaps preventing your Page from connecting with the right buyers - Prioritise the improvements that will have the greatest business impact - Build stronger alignment between your Company Page, leaders and employees - Give your team a practical plan for improving LinkedIn over time [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What Our LinkedIn Company Page Consulting Delivers ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Fresh Perspective Get an independent view of what is working, what is being missed and where the strongest opportunities sit. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Smarter Priorities Focus your team’s time and resources on the changes most likely to improve Company Page performance. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Buyer Alignment Shape a Company Page that reflects what buyers need to understand and why your organisation matters. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Clear Roadmap Receive focused recommendations that give your team a practical path forward. [ Book an Intro Call ](/contact/) ## FAQ's What makes a high-performing LinkedIn Company Page? A high-performing LinkedIn Company Page does more than publish regular updates. It helps the right buyers understand what your organisation does, why it matters and why they should choose you. That comes from having a clear strategy, buyer-focused content and a coordinated approach between your Company Page, leaders and employees. What types of Organisations do you work with? B2B Growth Co works with established B2B organisations across Melbourne and beyond. Our clients typically have dedicated marketing teams, multiple stakeholders and a need to build stronger brand awareness and demand generation through LinkedIn. We also support organisations operating across multiple offices, regions and countries. What expertise does B2B Growth Co bring to LinkedIn Company Pages? B2B Growth Co combines specialist LinkedIn Company Page knowledge with more than 20 years of B2B sales experience and a practical understanding of how complex marketing teams operate. Our consulting considers the full picture, including the Page’s role in the buyer journey, content relevance, internal priorities and how leaders and employees can strengthen the organisation’s LinkedIn presence. This helps teams make decisions grounded in B2B business realities, rather than generic platform advice. When should a Business bring in a LinkedIn specialist? Many organisations seek specialist support when their Company Page is active but not delivering the results they expected. Common challenges include unclear strategy, inconsistent messaging, competing internal priorities or uncertainty about whether LinkedIn is contributing to broader marketing goals. An independent perspective often helps teams identify opportunities that are difficult to see from inside the business. Can you support complex or multi-market Marketing Teams? Yes. B2B Growth Co works with marketing teams managing multiple brands, regions, business units and stakeholder groups. Our consulting helps establish clearer priorities and shared principles while allowing teams to adapt their LinkedIn activity for different audiences and markets. Do you provide LinkedIn Company Page Consulting outside Melbourne? Yes. B2B Growth Co provides LinkedIn Company Page consulting to organisations across Australia and internationally. Sessions can be delivered virtually, with onsite support available where appropriate, so your location doesn’t limit access to specialist Company Page advice. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Marketing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Company Page Consulting in Brisbane](https://b2bgrowthco.com/linkedin-company-page-consulting-brisbane/) **Published:** July 23, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** B2B Growth Co provides LinkedIn Company Page consulting in Brisbane, helping B2B marketing teams create clearer strategies, stronger Company Pages and a more consistent approach to LinkedIn. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Build a LinkedIn Company Page Buyers Understand and Trust ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Turn Your LinkedIn Company Page Into A Stronger Driver Of B2B Growth ## Turn Your LinkedIn Company Page Into A Stronger Driver Of B2B Growth Your LinkedIn Company Page should do more than publish updates. It should help buyers understand your expertise, build confidence in your organisation and support brand awareness and demand generation. B2B Growth Co’s LinkedIn Company Page Consulting helps Brisbane B2B marketing teams develop a clear strategy, align their content with business priorities and build a Company Page that supports measurable business outcomes. [ Book an Intro Call ](/contact/) ![Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy](https://b2bgrowthco.com/wp-content/uploads/2025/12/F1A8406-1024x683.webp "Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### Your LinkedIn Company Page Has Potential, But It Isn’t Delivering The Impact Your Business Needs **This service is ideal for Brisbane B2B marketing teams who want to:** - Build a Company Page that supports brand awareness and demand generation - Create content that is more relevant to buyers and decision-makers - Align LinkedIn activity with broader marketing and business priorities - Give internal teams greater clarity about what should be published and why - Develop a more strategic approach to Company Page management - Make better decisions backed by specialist LinkedIn expertise ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Focus Your LinkedIn Efforts Where They'll Have The Greatest Impact ## Focus Your LinkedIn Efforts Where They'll Have The Greatest Impact A LinkedIn Company Page doesn’t need more activity. It needs a clearer purpose. The strongest Company Pages are built around a deep understanding of their buyers, business priorities and the role LinkedIn plays in supporting growth. B2B Growth Co provides LinkedIn Company Page Consulting to help Brisbane B2B marketing teams cut through competing priorities and focus on the work that will have the greatest impact. Together, we’ll identify what’s worth investing in, what’s holding your Page back and where LinkedIn can contribute most effectively to your marketing strategy. **Our specialist guidance helps you:** - Focus your LinkedIn strategy on the buyers who matter most - Identify opportunities to improve the performance of your Company Page - Align your content with broader marketing and business priorities - Create stronger connections between your Company Page, leaders and employees - Invest time and resources where they’ll deliver the greatest value [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What Teams Gain From Working With Us ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Clear Focus Know where to direct your team’s time and attention so LinkedIn activity supports the priorities that matter most. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Better Alignment Bring your Company Page, marketing team, leaders and employees together around a clearer and more coordinated approach. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Stronger Priorities Make more informed decisions about what to improve, what to stop and where specialist input will have the greatest value. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Greater Impact Build a Company Page that is more relevant to buyers and better connected to your organisation’s marketing and business goals. [ Book an Intro Call ](/contact/) ## FAQ's How do I know if our LinkedIn Company Page is supporting business goals? A successful Company Page should do more than stay active. It should help buyers understand your expertise, strengthen trust in your organisation and support your wider marketing objectives. If your team can’t confidently explain how LinkedIn contributes to those outcomes, it’s time to review your strategy. Should every Organisation have a LinkedIn Company Page Strategy? Yes. Without a clear strategy, it’s easy for a Company Page to become a collection of disconnected updates driven by internal requests rather than buyer needs. A defined strategy gives your team a clear purpose, helps prioritise content and ensures LinkedIn supports broader business objectives. Should content come from our Company Page or our Employees? The strongest LinkedIn strategies use both. Company Pages build organisational visibility, while leaders and employees add credibility and reach. Knowing which messages belong with the business and which are better shared by people is one of the biggest opportunities for improving LinkedIn performance. How can LinkedIn support Brand Awareness and Demand Generation? LinkedIn helps organisations build visibility with the right buyers throughout the buying journey. A clear strategy ensures your Company Page consistently reinforces your expertise, supports buyer confidence and creates more opportunities for future conversations with prospective customers. Why do Organisations choose B2B Growth Co? B2B Growth Co specialises exclusively in LinkedIn for B2B organisations. We combine strategic thinking with practical frameworks to help marketing teams build stronger Company Pages, align employees with the organisation’s goals and make more confident decisions about LinkedIn. Do you work with Organisations outside Brisbane? Yes. B2B Growth Co partners with organisations across Brisbane, Australia and internationally. Whether your team prefers virtual consulting, onsite workshops or a blended approach, we’ll work in the way that best supports your business and your people. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Marketing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Company Page Consulting Australia](https://b2bgrowthco.com/linkedin-company-page-consulting-australia/) **Published:** July 24, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn Company Page consulting for Australian B2B teams that need clearer positioning, stronger content direction and alignment across Pages and people. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Build a LinkedIn Company Page That Supports B2B Growth ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Turn Your LinkedIn Company Page Into a Strategic Business Asset ## Turn Your LinkedIn Company Page Into a Strategic Business Asset Australian B2B organisations often have multiple teams, markets and stakeholders contributing to LinkedIn, but no shared strategy connecting the activity. B2B Growth Co helps marketing teams create a clearer national approach to their LinkedIn Company Page, so content, positioning and employee activity work together to build visibility with the right buyers across Australia. [ Book an Intro Call ](/contact/) ![Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy](https://b2bgrowthco.com/wp-content/uploads/2025/12/F1A8406-1024x683.webp "Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### Your LinkedIn Activity Is Growing, but the Strategy Hasn’t Kept Up. **This service is designed for Australian B2B marketing teams that:** - Have an active Company Page but can’t clearly connect it to broader marketing and business goals - Want stronger positioning that helps the brand stand out in a crowded B2B market - Struggle to keep content relevant when multiple teams, regions and stakeholders are involved - Lack a clear framework for deciding what the Company Page should prioritise - See company and employee activity happening separately instead of strengthening one another - Want better evidence that LinkedIn is influencing the right buyers, not just generating impressions ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Turn Disconnected LinkedIn Activity Into One Clear Strategy ## Turn Disconnected LinkedIn Activity Into One Clear Strategy B2B Growth Co’s LinkedIn Company Page Consulting helps Australian B2B marketing teams connect the Page, employees, regions and internal stakeholders around a shared strategic direction. You’ll gain clarity on: - Where LinkedIn activity is fragmented or working against business priorities - How the Company Page and employee voices should support different parts of the strategy - Which priorities will create the strongest impact with the right buyers - How to build consistency without removing the flexibility different teams and markets require You’ll walk away with a clearer role for the Company Page, stronger alignment across the business and a practical direction your teams can use with confidence. [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What Australian B2B Teams Gain From Working With Us ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Strategic Clarity Define the role your Company Page should play in supporting brand, marketing and business priorities ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### National Consistency Create a shared approach across Australian teams while allowing room for local relevance ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Page + People Clarify how the Company Page, leaders and employees should contribute without duplicating one another ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Better Governance Give marketing teams a practical way to prioritise content, manage requests and measure what matters [ Book an Intro Call ](/contact/) ## FAQ's Why choose B2B Growth Co for LinkedIn Company Page consulting? B2B Growth Co specialises in LinkedIn Company Pages and how they work alongside employee activity in complex B2B organisations. The advice is grounded in long B2B buying journeys, internal stakeholder pressures and the role LinkedIn plays in building brand awareness, buyer confidence and demand. You’re not getting a general social media strategy adapted for LinkedIn. Can you work across Multiple Teams, Regions or Business Units? Yes. This service is relevant for Australian B2B organisations where LinkedIn activity is spread across different teams, offices or markets. We help establish the shared direction that should remain consistent across the business, while allowing teams to respond to different audiences and local priorities. Will you work alongside our Internal Team or Agency? Yes. B2B Growth Co provides specialist LinkedIn direction without replacing your internal marketing team or external agency. We can challenge the current approach, identify gaps and establish the strategy. Your existing team and partners can then implement the work with greater clarity and confidence. How will this help us demonstrate the value of LinkedIn? The engagement helps your team move beyond reporting based only on reach, followers and impressions. We identify the signals that are more relevant to your business, including buyer engagement, Page visits, audience quality, content actions and how Company Page and employee activity support the wider buying journey. Will the recommendations be realistic for our Team to implement? Yes. Recommendations are shaped around your current resources, team structure and business priorities. The aim isn’t to create more work or recommend an unrealistic publishing schedule. Your team will receive clear priorities, practical frameworks and a focused plan for what to improve first. What happens after the Consulting Engagement? Your team will leave with a clear direction, agreed priorities and practical next steps. Where additional support is required, B2B Growth Co can provide advisory services, LinkedIn training or Workshops to help teams implement the strategy and keep the work moving. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Marketing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Company Page Consulting for Global B2B Teams](https://b2bgrowthco.com/linkedin-company-page-consulting-global-teams/) **Published:** July 25, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn Company Page consulting for global B2B teams that need clearer governance, stronger market alignment and a more connected global strategy. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Align Global LinkedIn Strategy Across Markets, Pages and People ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Bring Global LinkedIn Activity Into One Operating Model ## Bring Global LinkedIn Activity Into One Operating Model Global B2B organisations rarely struggle with a lack of LinkedIn activity. The bigger challenge is making sure Company Pages, market teams, leaders and employees aren’t working from different priorities. B2B Growth Co helps marketing leaders create a clear global operating model for LinkedIn, so teams understand what should stay consistent, where markets have flexibility and how every part of the organisation contributes to stronger brand and buyer impact. [ Book an Intro Call ](/contact/) ![Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy](https://b2bgrowthco.com/wp-content/uploads/2025/12/F1A8406-1024x683.webp "Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### Global Activity Is Growing Faster Than the Strategy. **This service is designed for global B2B marketing teams that:** - Have LinkedIn activity across several markets but no shared strategic framework connecting it - Struggle to balance global brand consistency with the needs of local buyers - Want clearer roles for global, regional and local marketing teams. - See Company Pages and employee activity operating separately across the organisation - Face competing priorities from markets, business units and senior stakeholders - Need stronger evidence that LinkedIn is influencing the right buyers across the global business ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Create the Operating Model Behind Global LinkedIn Success ## Create the Operating Model Behind Global LinkedIn Success B2B Growth Co helps global marketing leaders define how LinkedIn should work across Company Pages, markets, teams and employee voices. You’ll gain clarity on: - What should be directed globally and what regional or local teams should control - How Company Pages, leaders and employee experts contribute across the organisation - Where unclear ownership, duplicated activity or inconsistent decisions are limiting impact - Which governance, workflows and measures will support better execution at scale You’ll walk away with clearer ownership, stronger coordination and a practical operating model that teams can apply across markets without making every market work in the same way. [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What a Stronger Global Operating Model Delivers ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Global Direction Establish the positioning, priorities and principles that should guide LinkedIn across the organisation ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Local Relevance Give regional and local teams room to respond to buyer needs without weakening the global brand ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Clear Ownership Define who is responsible for strategy, content, approvals, Company Pages and employee participation ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Scalable Execution Create practical workflows, governance and measures that support consistent delivery as more markets and stakeholders become involved [ Book an Intro Call ](/contact/) ## FAQ's Why choose B2B Growth Co for Global LinkedIn Company Page Consulting? B2B Growth Co specialises in LinkedIn Company Pages and how they work alongside leaders, employees and distributed marketing teams in complex B2B organisations. The approach reflects the realities of long buying journeys, multiple stakeholders and global structures where activity can easily become disconnected. You’re not getting a general social media strategy adapted for LinkedIn. Can you work with Global, Regional and local Marketing Teams? Yes. We can work across global marketing leadership, regional teams, local market representatives and social media leads. The engagement helps clarify how each level should contribute, where decisions should sit and how teams can work from one strategic direction without removing local relevance. How do you balance Global consistency with Local fexibility? We define the positioning, priorities and principles that should remain consistent across the organisation. Regional and local teams can then adapt content, examples and execution to reflect their buyers, market conditions and commercial priorities without weakening the wider brand. Can you help clarify Ownership across Multiple Company Pages and Teams? Yes. We help define responsibility for strategy, content, approvals, Page administration, market input and employee participation. This reduces duplication, delays and confusion while giving teams clearer boundaries and greater confidence to act. How will this help us demonstrate LinkedIn’s Value Globally? The engagement helps move reporting beyond global totals for followers, reach and impressions. We identify more meaningful signals, including buyer relevance, target-account engagement, Page visits, market-level performance and the combined contribution of Company Pages and employee activity across the buying journey. What happens after the Consulting Engagement? Your team will leave with a clearer operating model, agreed priorities and practical next steps. B2B Growth Co can also provide ongoing advisory support, LinkedIn training or Workshops to help global, regional and local teams apply the strategy and maintain momentum. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Markeing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Company Page Consulting Singapore](https://b2bgrowthco.com/linkedin-company-page-consulting-singapore/) **Published:** July 24, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn Company Page consulting for Singapore B2B teams seeking clearer strategy, stronger regional alignment and greater buyer influence. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Align Your LinkedIn Company Page Across Markets and Teams ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Turn Regional Complexity Into Clear LinkedIn Decisions ## Turn Regional Complexity Into Clear LinkedIn Decisions Singapore-based B2B marketing teams often sit between global brand expectations, regional priorities and the needs of local markets. B2B Growth Co helps you create a clearer role for your LinkedIn Company Page, so regional teams, employees and stakeholders can contribute to one strategy without losing market relevance. [ Book an Intro Call ](/contact/) ![Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy](https://b2bgrowthco.com/wp-content/uploads/2025/12/F1A8406-1024x683.webp "Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### Your LinkedIn Strategy Needs to Work Across the Business. **This service is designed for Singapore B2B marketing teams that:** - Have an active Company Page but can’t clearly connect it to regional marketing and business priorities - Want stronger positioning that helps the brand stand out in competitive B2B markets - Balance global brand requirements with the needs of Singapore and wider audiences - Struggle to prioritise content when several markets, teams and stakeholders are involved - See Company Page and employee activity operating separately instead of strengthening one another - Want better evidence that LinkedIn is reaching and influencing the right buyers ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Turn Regional Complexity Into One Clear LinkedIn Strategy ## Turn Regional Complexity Into One Clear LinkedIn Strategy B2B Growth Co’s LinkedIn Company Page Consulting helps Singapore-based marketing teams connect global direction, regional priorities, local content and employee activity around a more focused strategy. You’ll gain clarity on: - Where LinkedIn activity has become fragmented across teams, markets or stakeholders - What should remain consistent across the region and where local flexibility adds value - How the Company Page, leaders and employees should contribute without duplicating one another - Which priorities are most likely to strengthen relevance and influence with the right buyers You’ll walk away with a clearer role for the Company Page, stronger regional alignment and a practical direction teams can apply across different markets. [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What a Stronger Regional Strategy Delivers ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Market Relevance Shape the Company Page around the priorities, buyers and opportunities that matter across Singapore and the markets your business serves ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Global to Local Turn global brand direction into content that feels relevant to local buyers, teams and market conditions ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Clear Roles Define how the Company Page, senior leaders and employee experts should contribute without duplicating one another ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Scalable Governance Create practical principles for content, approvals and measurement that remain useful as more teams, markets and stakeholders become involved [ Book an Intro Call ](/contact/) ## FAQ's Why choose B2B Growth Co for LinkedIn Company Page consulting in Singapore? B2B Growth Co specialises in LinkedIn Company Pages and how they work alongside leaders, employees and regional marketing teams in complex B2B organisations. The advice is grounded in long buying journeys, multiple decision-makers and the challenge of keeping LinkedIn relevant across different markets. You’re not getting a general social media strategy repackaged for LinkedIn. Can you work with Singapore Teams that report into a Global Head Office? Yes. Many Singapore-based marketing teams need to balance global brand direction with local and regional market priorities. We help define what should remain consistent, where local flexibility is important and how the Company Page can support the wider business without becoming disconnected from buyers in the markets you serve. Will the Strategy work across different Countries and Business Units? The strategy is designed to create shared principles without forcing every market to communicate in exactly the same way. Your teams will have clearer guidance on positioning, content priorities, roles and measurement, while retaining enough flexibility to respond to different buyers, markets and commercial priorities. Can you work alongside our Regional Team and Global Stakeholders? Yes. B2B Growth Co can work with internal marketing teams, regional leaders and global stakeholders. The role is to provide specialist LinkedIn direction, challenge gaps in the current approach and create a framework that makes responsibilities and priorities easier to manage across the wider group. Will the recommendations be practical for a complex Organisation to implement? Yes. Recommendations are shaped around your existing team structure, resources, approval processes and level of LinkedIn maturity. The aim is not to add unnecessary layers or create an unrealistic content workload. Your team will receive clear priorities and practical guidance on what to improve first. How will this help us show the Business value of LinkedIn? The engagement helps move reporting beyond follower growth, reach and impressions. We identify more meaningful signals, including buyer relevance, audience quality, Page visits, engagement from target accounts and how Company Page and employee activity support the broader buying journey. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Markeing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Strategy Newsletter for B2B Marketing Teams](https://b2bgrowthco.com/newsletter/) **Published:** December 5, 2023 **Author:** michelle@b2bgrowthco.com **Excerpt:** Practical LinkedIn strategy for B2B marketing teams. Weekly insights on Company Pages, employee advocacy, AI and building stronger brands on LinkedIn. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # LinkedIn Strategy Newsletter for B2B Marketing Teams ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Practical LinkedIn Strategy for B2B Marketing Teams Get clear, useful insights on LinkedIn Company Pages, employee advocacy, content strategy and the changes that matter to B2B marketers. You’ll also hear about new podcast episodes, practical resources and selected events, all delivered straight to your inbox. **Subscribers receive my latest LinkedIn strategy insights before they’re published anywhere else.** #### Join our Mailing List Get insider tips and tailored coaching insights to elevate your LinkedIn game! Subscribe Loading... Subscribe Loading... #### Thank you! You have successfully joined our mailing list. By signing up you agree to our [Privacy Policy](https://b2bgrowthco.com/privacy-and-cookie/). ## What You'll Receive No hype. No recycled LinkedIn advice. Just practical insights that help B2B marketing teams get more from LinkedIn. - Practical LinkedIn strategy you can apply immediately. - New podcast episodes and YouTube videos. - Articles on Company Pages, employee advocacy and AI. - Invitations to webinars, events and new resources. - The latest LinkedIn updates that matter for B2B marketers. ## Is This Newsletter Is For You? **This newsletter is for you if…** - You manage LinkedIn for a B2B organisation. - You want to improve your Company Page. - You’re building an employee advocacy program. - You need practical ideas rather than social media trends. - You want LinkedIn to support real marketing and business goals. ## Meet Michelle Michelle J Raymond is the founder of B2B Growth Co and a LinkedIn strategist specialising in Company Pages, employee advocacy and B2B growth. She works with B2B marketing teams around the world to build clearer, more coordinated LinkedIn strategies across Company Pages, employees and leaders. Michelle shares practical lessons, real-world examples and the strategies she sees working across B2B organisations today. - **31K+ LinkedIn followers** - **11K+ LinkedIn Newsletter subscribers** - **7K+ YouTube subscribers** - **230+ podcast episodes** - **International LinkedIn speaker** ![Michelle J Raymond - Profile Photo 2026](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026-1024x1024.webp "Michelle J Raymond - Profile Photo 2026 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Start With These Popular Articles [![OTTERLYAI REVIEW - MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/07/OTTERLYAI-REVIEW-MICHELLE-J-RAYMOND-300x169.webp "OTTERLYAI REVIEW - MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-content-cited-by-ai/)### [ Is Your LinkedIn Content Being Cited by AI? ](https://b2bgrowthco.com/linkedin-content-cited-by-ai/) July 22, 2026 No Comments Discover how LinkedIn articles, Company Page posts and employee expertise can earn AI citations—and how B2B marketers can track what’s working. [ Read More » ](https://b2bgrowthco.com/linkedin-content-cited-by-ai/) [![HIGH PERFORMING LINKEDIN TEAM - MICHELLE J RAYMOND - B2B GROWTH CO](https://b2bgrowthco.com/wp-content/uploads/2026/07/HIGH-PERFORMING-LINKEDIN-TEAM-MICHELLE-J-RAYMOND-B2B-GROWTH-CO-300x169.avif "HIGH PERFORMING LINKEDIN TEAM - MICHELLE J RAYMOND - B2B GROWTH CO - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/high-performing-linkedin-teams/)### [ High-Performing LinkedIn Teams for B2B Organisations ](https://b2bgrowthco.com/high-performing-linkedin-teams/) July 20, 2026 No Comments A high-performing LinkedIn team is bigger than employee advocacy. It brings Company Pages, marketing, leaders, employees, sales and regional teams together around a shared strategy. This article explains the roles, foundations and practical steps B2B organisations need to build clarity, confidence and alignment on LinkedIn. [ Read More » ](https://b2bgrowthco.com/high-performing-linkedin-teams/) [![VIDEO STREAMING TESTS BY MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2026/07/VIDEO-STREAMING-TESTS-BY-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-300x169.webp "VIDEO STREAMING TESTS BY MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/streamyard-alternatives-video-podcasts/)### [ StreamYard Alternatives for Video Podcasts: 4 Tools Tested ](https://b2bgrowthco.com/streamyard-alternatives-video-podcasts/) July 8, 2026 No Comments After StreamYard proposed a major price increase, Michelle J Raymond tested Riverside, Restream, Descript and Boomcaster for video podcast recording, green-screen performance and occasional livestreaming. Here’s what worked, what didn’t and which tools she chose for her podcast workflow. [ Read More » ](https://b2bgrowthco.com/streamyard-alternatives-video-podcasts/) [![Smiling woman with glasses on a bright pink background; large 'SET UP FOR BUYERS' banner and a LinkedIn company page mockup beside her.](https://b2bgrowthco.com/wp-content/uploads/2026/07/231-300x169.webp "Is Your LinkedIn Company Page Set Up for Buyers? Michelle J Raymond LinkedIn Expert - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-set-up-for-buyers/)### [ Is Your LinkedIn Company Page Set Up for Buyers? ](https://b2bgrowthco.com/linkedin-company-page-set-up-for-buyers/) July 6, 2026 No Comments Your LinkedIn Company Page might make perfect sense to your marketing team, but does it make sense to your buyer? Learn how to improve clarity, build trust and make the next step obvious. [ Read More » ](https://b2bgrowthco.com/linkedin-company-page-set-up-for-buyers/) [![Bold thumbnail: 'YOUR PAGE NEEDS PEOPLE' on black; smiling person in blue polo on the right; bar 'B2B LinkedIn Strategy' with LinkedIn icon.](https://b2bgrowthco.com/wp-content/uploads/2026/07/YOUR-PAGE-NEEDS-PEOPLE-MICHELLE-J-RAYMOND-B2B-GROWTH-CO-300x169.webp "YOUR PAGE NEEDS PEOPLE - MICHELLE J RAYMOND - B2B GROWTH CO - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-strategy-b2b-marketing-teams/)### [ LinkedIn Strategy for B2B Teams: Pages + People ](https://b2bgrowthco.com/linkedin-strategy-b2b-marketing-teams/) July 5, 2026 No Comments Your LinkedIn Company Page matters, but it can’t carry your whole B2B strategy alone. Learn why Pages, leaders and employees need to work together to build brand awareness, trust and demand. [ Read More » ](https://b2bgrowthco.com/linkedin-strategy-b2b-marketing-teams/) [![WHY POSTING MORE WONT FIX YOUR LINKEDIN COMPANY PAGE LINKEDIN EXPERT MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/06/FOR-THIS-PODCAST-WHY-POSTING-MORE-WONT-FIX-YOUR-LINKEDIN-COMPANY-PAGE-LINKEDIN-EXPERT-MICHELLE-J-RAYMOND-300x169.avif "WHY POSTING MORE WONT FIX YOUR LINKEDIN COMPANY PAGE LINKEDIN EXPERT MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/why-posting-more-wont-fix-your-linkedin-company-page/)### [ Why Posting More Won’t Fix Your LinkedIn Company Page ](https://b2bgrowthco.com/why-posting-more-wont-fix-your-linkedin-company-page/) June 28, 2026 No Comments Posting more won’t fix a LinkedIn Company Page that has lost direction. Learn what B2B marketers should check first to rebuild confidence and get their Page back on track. [ Read More » ](https://b2bgrowthco.com/why-posting-more-wont-fix-your-linkedin-company-page/) --- ### [LinkedIn Company Page Audit & Strategy for B2B Brands](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) **Published:** August 19, 2024 **Author:** michelle@b2bgrowthco.com **Excerpt:** A focused LinkedIn Company Page review and strategy designed to help B2B marketing teams improve performance, content effectiveness and sustainable growth. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Company Page Audit & Strategy ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Company Page Audit & Strategy ## Your LinkedIn Company Page Should Be Driving Growth. Not Guesswork. ### A strategic audit and action plan for B2B marketers who know LinkedIn matters — but want clarity, confidence, and measurable results. [ Book an Intro Call ](/contact/) ![Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy](https://b2bgrowthco.com/wp-content/uploads/2025/12/F1A8406-1024x683.webp "Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### You don’t need LinkedIn explained to you — you need it to work. **This audit is designed for strategic B2B marketing leaders who:** - Are experienced marketers but don’t specialise in LinkedIn - Are time-poor and stretched across channels, regions, and priorities - Have seen Company Page growth or engagement plateau - Are managing global or regional teams with inconsistent page setups - Know LinkedIn is where buyers are — but aren’t confident the page supports the buyer journey - Need clarity they can stand behind internally with leadership and stakeholders ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This isn’t a tactical audit. It’s a strategic reset. ## This isn’t a tactical audit. It’s a strategic reset. B2B Growth Co’s LinkedIn Company Page Audit & Strategy gives you a clear, evidence-based view of: - What’s helping or hurting performance *right now* - What matters most for your business goals - Where to focus for the biggest commercial impact You’ll walk away knowing exactly what to fix, what to stop doing, and where to invest time with confidence. [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What This Audit Delivers For You ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Strategic Clarity A clear picture of how your Company Page is performing and why ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Confidence To Act Recommendations you can stand behind internally without hesitation ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Focused Priorities A prioritised action plan aligned to business outcomes, not vanity metrics ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Alignment Across Teams Guidance that works across global and regional teams to build momentum [ Book an Intro Call ](/contact/) ## FAQ's What is a LinkedIn Company Page Audit? A LinkedIn Company Page Audit is a thorough review of your LinkedIn Company Page, assessing its structure, content, employee engagement, and overall effectiveness in supporting your business goals. Why do I need a LinkedIn Company Page Strategy? A well-defined strategy ensures your LinkedIn Company Page is aligned with your business objectives, helping you engage the right audience, enhance your brand visibility, and stay competitive in your industry. What kind of businesses can benefit from this service? This service is beneficial for any business looking to strengthen its LinkedIn presence, from small businesses to large corporations, especially those aiming to improve content performance, employee engagement, and competitive positioning. How will the Company Page Audit & Strategy help improve employee engagement on LinkedIn? The service identifies gaps in your current approach to employee engagement and provides actionable strategies to increase employee participation and advocacy on LinkedIn. How long does the Company Page Audit & Strategy process take? The entire process typically takes a few weeks, from the initial discussion to the presentation of findings and recommended strategy. The exact timeline can vary based on the complexity of your LinkedIn presence. Who will Facilitate the Company Page Audit & Strategy LinkedIn Expert Michelle J Raymond will facilitate the Company Page Audit & Strategy. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Marketing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Books for B2B Marketing & Business Growth](https://b2bgrowthco.com/books/) **Published:** December 5, 2023 **Author:** antoni@crescospec.com **Excerpt:** Explore the LinkedIn books co-authored by Michelle J Raymond, including the world’s first book dedicated to LinkedIn Company Pages. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # LinkedIn Books & Publications ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## LinkedIn Books & Publications ## Published Work That Helped Shape My LinkedIn Expertise I’ve co-authored two books exploring how businesses and professionals can build stronger brands on LinkedIn. These books represent important stages in the development of my work, from helping businesses recognise the value of LinkedIn Company Pages to showing how Company Pages and people can work together. LinkedIn has continued to evolve since both books were published, and so has my work. Today, I help B2B marketing teams build clearer, more coordinated LinkedIn strategies across Company Pages, employees and leaders. ![Learn-with-us-3](https://b2bgrowthco.com/wp-content/uploads/2023/12/Learn-with-us-3.webp "Learn-with-us-3 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ ![BUSINESS-GOLD-Build Awareness, Authority and Advantage with LinkedIn Company Pages](https://b2bgrowthco.com/wp-content/uploads/2023/12/BUSINESS-GOLD-Second-EditioneBook-683x1024.webp "BUSINESS-GOLD-Build Awareness, Authority and Advantage with LinkedIn Company Pages - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://getbook.at/BusinessGold) #### BUSINESS GOLD: Build Awareness, Authority and Advantage with LinkedIn Company Pages *Business Gold* was the world’s first book dedicated entirely to LinkedIn Company Pages. Co-authored with Lynnaire Johnston, it was created to help businesses understand why their Company Page mattered and how it could support brand awareness, authority and growth. LinkedIn has evolved significantly since the book was published, and my work has evolved with it. While many of the strategic foundations remain relevant, the book reflects an earlier stage of LinkedIn Company Page strategy rather than the full scope of my work today. **The world’s first and only book dedicated to LinkedIn Company Pages.** [ Explore Company Page Services ](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) [ ![The LinkedIn Branding Book](https://b2bgrowthco.com/wp-content/uploads/2023/12/LinkedIn-Branding-Book.webp "The LinkedIn Branding Book - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://mybook.to/The_LinkedIn_Branding_Book) #### The LinkedIn Branding Book: The Power of Two. Build Your Personal and Business Brand on LinkedIn for Exponential Growth *The LinkedIn Branding Book* explores how personal and business brands can work together to build stronger visibility, trust and growth on LinkedIn. Co-authored with Michelle B Griffin, it introduced the idea that Company Pages and the people behind the brand are more powerful when they support one another. This thinking continues to influence my work today, particularly through Company Pages + People and the belief that LinkedIn is a Team Sport. **The book also includes the 50-page Brand Squared Workbook to help readers apply the ideas.** [ Buy Now on Amazon ](https://mybook.to/The_LinkedIn_Branding_Book) ## How My Work Has Evolved These books represent important stages in the development of my LinkedIn expertise. Today, my work focuses on helping B2B marketing teams build coordinated LinkedIn strategies across Company Pages, employees and leaders. That includes Company Page strategy, employee advocacy, training, governance, thought leadership and practical playbooks. The books remain part of my professional story, while my current services and content reflect how LinkedIn strategy continues to evolve. --- ### [Social Media for B2B Growth: LinkedIn Strategy for B2B Marketing](https://b2bgrowthco.com/podcasts/) **Published:** December 6, 2023 **Author:** antoni@crescospec.com **Excerpt:** The podcast for B2B marketers who want practical LinkedIn strategy. Explore expert conversations on Company Pages, employee advocacy, content strategy and building brand awareness that drives business growth. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Social Media for B2B Growth Podcast ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Social Media for B2B Growth Podcast ![Social Media for B2B Growth Podcast: LinekdIn Tips & Strategies with Michelle J Raymond 2026](https://b2bgrowthco.com/wp-content/uploads/2026/01/Social-Media-for-B2B-Growth-Podcast-3000-x-3000-2026-1024x1024.webp "Social Media for B2B Growth Podcast: LinekdIn Tips & Strategies with Michelle J Raymond 2026 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Social Media for B2B Growth Podcast ## Practical LinkedIn Strategy for B2B Marketing Teams **Social Media for B2B Growth is the podcast for B2B marketers, founders and business leaders who want a smarter LinkedIn strategy that supports real business growth, not just more impressions.** Hosted by LinkedIn strategist and Company Page specialist Michelle J Raymond, the show explores what’s working across Company Pages, employee advocacy, content strategy, buyer trust, AI and the changing role of LinkedIn in B2B marketing. **No hacks. No hype. Just practical ideas, experienced perspectives and proven approaches you can put to work.** With more than 230 episodes, the podcast features leading B2B marketers, LinkedIn experts and practitioners sharing what works in the real world. 👉 [**Listen on Apple Podcasts**](https://podcasts.apple.com/us/podcast/social-media-for-b2b-growth-linkedin-strategy-for-b2b/id1603908569 "Listen on Apple Podcasts") 👉 [**Listen on Spotify**](https://open.spotify.com/show/5GBJPqBbRixgffET8AFIPm?si=b0b03561bcec4662 "Listen on Spotify") 👉 [**Watch on YouTube**](https://youtube.com/playlist?list=PLk7fk9H7NZM1js2uHb6FVa99fR7ehkbpt&si=DfuRQqTO9t49r3BV "Watch on YouTube") ## What B2B Leaders and Marketing Teams Tune In For Each episode is designed to help you turn LinkedIn from a “nice-to-have” into a serious growth channel. Topics include: - How to grow and activate LinkedIn Company Pages - How to align Company Pages and employee brands (the Power of Two) - Helping B2B organisations adapt as LinkedIn continues to evolve. - How to build trust with buyers before they’re ready to buy - Content strategies that support demand *and* brand - Practical frameworks you can actually use with your team Whether you manage LinkedIn for your organisation or you’re building your own thought leadership, this podcast is about making LinkedIn work for the long game. ## Why This Podcast is Different **Built for B2B, not borrowed from B2C playbooks** Most social media advice isn’t designed for long sales cycles, buying committees and complex products. Social Media for B2B Growth is different because it’s built around: - Real B2B buying behaviour - Trust and relevance over reach and virality - Company pages working *with* employee brands, not competing against them - Commercial outcomes, not vanity metrics If you’re tired of chasing tactics that don’t move the needle, you’re in the right place. ## Meet Your Podcast Host - Michelle J Raymond Michelle J Raymond is the founder of B2B Growth Co and a globally recognised LinkedIn strategist specialising in Company Pages and employee advocacy. She works with B2B marketing teams and business leaders around the world to build LinkedIn strategies that strengthen brand awareness, support demand generation and connect Company Page activity with the people behind the brand. Her work on the podcast has included collaborations with world-class experts and LinkedIn’s B2B Institute, and she speaks at leading marketing events internationally. This podcast is where she shares practical lessons, real-world examples and the strategies she sees working across B2B organisations today. ![Michelle J Raymond - Profile Photo 2026](https://b2bgrowthco.com/wp-content/uploads/2026/01/Michelle-J-Raymond-Profile-Photo-2026-1024x1024.webp "Michelle J Raymond - Profile Photo 2026 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## From Podcast Insights To Practical Action Many of the ideas you’ll hear on the podcast come directly from the work we do with B2B marketing teams and business leaders every day. If you’re looking for help applying these strategies inside your organisation, you can explore: - [LinkedIn strategy and training for B2B teams](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/) - [Company Page Admin Training](https://b2bgrowthco.com/company-page-training/) - [Thought leadership content support for business leaders](https://b2bgrowthco.com/thought-leader-pro/) - [Power Hour strategy sessions with Michelle J Raymond](https://b2bgrowthco.com/power-hour-session/) ![Ann Handley I Heart Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2024/10/Ann-Handley-I-Heart-Michelle.webp "Ann Handley I Heart Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Want Practical LinkedIn Strategy In Your Inbox? If you enjoy the podcast, you’ll love Michelle’s weekly newsletter, where she shares: - What’s changing on LinkedIn - What B2B brands are getting right (and wrong) - Simple actions you can take without burning hours on social [ Subscribe to the newsletter ](https://b2bgrowthco.com/newsletter) --- ### [Social Media Guidelines and Playbooks for B2B Organisations](https://b2bgrowthco.com/social-media-guidelines-playbooks/) **Published:** August 19, 2024 **Author:** michelle@b2bgrowthco.com **Excerpt:** B2B Growth Co creates practical social media guidelines and playbooks that help complex B2B organisations establish clear guardrails, align teams and turn expectations into actions employees, leaders and social media administrators can confidently apply. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Social Media Guidelines & Playbooks ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Social Media Guidelines & Playbooks ## Social Media Guidance Your Team Can Actually Use. ### Custom guidelines and practical playbooks that help B2B marketing teams, leaders and employees use social media with greater clarity, confidence and consistency. [ Book an Intro Call ](/contact/) ![Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy](https://b2bgrowthco.com/wp-content/uploads/2025/12/F1A8406-1024x683.webp "Michelle J Raymond - B2B Growth Co - LinkedIn Page Audit & Strategy - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## This Is For You If... ### Your teams want to do the right thing, but your current guidance doesn’t always show them how. **This service is designed for B2B marketing and social media leaders who:** - Are working with social media policies that are outdated, too general or focused mainly on risk - Need clearer roles, responsibilities and approval pathways across teams or regions - Want employees and leaders to participate but don’t have practical guidance to support them - Have Company Page administrators working without consistent processes or examples - Need to address newer issues such as AI use, confidentiality and employee-created content - Want guidance their people will understand, trust and actually use ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Guidelines Should Do More Than Manage Risk. ## Guidelines Should Do More Than Manage Risk. **Clear Guardrails. Practical Guidance.** Many social media policies are written to protect the organisation. That matters, but risk-focused documents rarely show people how to participate well. B2B Growth Co connects organisation-wide guidelines with practical playbooks that: - Clarify roles, responsibilities and approval pathways - Translate expectations into useful examples and real-world scenarios - Help marketing teams, leaders and employees make better decisions across roles, regions and platforms The result is guidance that supports the organisation and is useful in people’s day-to-day social media activity. [ Book an Intro Call ](/contact/) ![Michelle J Raymond SMMW25 Speaking](https://b2bgrowthco.com/wp-content/uploads/2025/06/Michelle-J-Raymond-SMMW25-Speaking--1024x682.webp "Michelle J Raymond SMMW25 Speaking - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What Your Organisation Gains ![Pro Page Management - B2B Growth Co](https://b2bgrowthco.com/wp-content/uploads/2025/06/B2BGCo-Illustrations-_Productive.webp "Pro Page Management - B2B Growth Co - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Clarity Across Roles Clear responsibilities, expectations and approval pathways for marketing teams, leaders and employees. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Guidance People Can Use Practical examples, scenarios and how-tos that make social media expectations easier to apply. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Consistency Across Teams A shared approach that works across roles, business units, regions and markets. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Confidence To Participate Support that helps people make better decisions and contribute appropriately on social media. [ Book an Intro Call ](/contact/) ## FAQs What Is the Difference Between Social Media Guidelines and a Playbook? Social media guidelines establish the organisation-wide expectations, responsibilities and boundaries for using social media. A playbook turns that guidance into practical instructions, examples and scenarios for specific teams or roles. Together, they help protect the organisation while showing people how to participate appropriately. Can You Review and Update Our Existing Social Media Policy or Guidelines? Yes. B2B Growth Co can review your current documentation to identify outdated advice, missing topics, unclear responsibilities and gaps between policy and day-to-day implementation. We can update existing guidance or develop new documents where required. How Do You Work With Legal, HR and Communications Teams? We work with the project lead and relevant stakeholders to gather requirements, understand organisational risks and review drafts. Clear review stages help bring feedback together without losing the practical purpose of the documents. Your legal, HR and compliance teams retain responsibility for approving content within their areas of expertise. Can the Guidance Be Adapted for Global and Regional Teams? Yes. Guidelines can establish shared organisation-wide principles while recognising different responsibilities, approval processes and regional requirements. The goal is to create one connected approach without expecting every team or market to operate in exactly the same way. Can the Guidelines Include the Use of AI for Social Media? Yes. The documents can address appropriate AI use, including confidential information, human review, accuracy, brand voice and responsibility for published content. The guidance will reflect your organisation’s existing AI policies and risk requirements. How Long Does the Development Process Take? Most projects are delivered over several weeks to a mont. The exact timeframe depends on the number of documents required, the size and complexity of the organisation, stakeholder availability and the number of review stages. A clear project scope and timeline will be agreed before work begins. Can You Help Us Launch the Guidelines and Playbooks Internally? Yes. Training or facilitated launch sessions can be included to introduce the guidance, explain how it applies to different roles and give employees or administrators an opportunity to ask questions. This helps the documents become working resources rather than files that are published and forgotten. Who Develops the Social Media Guidelines and Playbooks? The work is led by B2B LinkedIn strategist Michelle J Raymond, founder of B2B Growth Co. Michelle brings more than 20 years of B2B sales experience and specialist expertise in LinkedIn Company Pages, employee participation and the practical challenges of coordinating social media across complex organisations. ## Client Testimonials Michelle has demonstrated a great understanding of LinkedIn and also how we should change our approach and tactics in a way to become more ready for the ongoing changes that happen on the platform and stay on top of our game. She asked the right questions about the business and she proposed smaller /bigger improvements together with the why, and how these can help us. The suggestions included very practical items that can be easily implemented together with some great thoughts on how we should rethink our messaging and try to activate our community instead of just growing the number of our followers which was the primary reason why we reached out to her at the first place. ![Andrea Farkas](https://b2bgrowthco.com/wp-content/uploads/2024/05/Andrea-Farkas.webp) Andrea FarkasTop Employers Institute - Head of Markeing Operations & Growth Michelle and I worked together on a few questions I had. Our call was only one hour long, but the insights and recommendations she provided were amazing! I highly recommend her input and knowledge! ![Selma Edwards - BAC](https://b2bgrowthco.com/wp-content/uploads/2025/12/Selma-Edwards.webp) Selma EdwardsBAC - Marketing Manager & PR Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! ![Ana Filipe - Focal Point](https://b2bgrowthco.com/wp-content/uploads/2025/12/Ana-Filipe-Focal-Point.webp) Ana FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Newsletter Strategy Session | Newsletter Growth Lab](https://b2bgrowthco.com/linkedin-newsletter-growth-lab/) **Published:** June 20, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Turn your LinkedIn Newsletter into a stronger B2B authority, visibility and demand generation asset with a focused strategy session designed to improve positioning, content, subscriber growth and discoverability. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # LinkedIn Newsletter Growth Lab ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## LinkedIn Newsletter Strategy Session ## LinkedIn Newsletter Strategy Session ### One focused session to sharpen your LinkedIn newsletter positioning, visibility and growth strategy. Leave with a clearer plan for subscribers, content, SEO and B2B demand. If your LinkedIn newsletter is live but not gaining traction, or you’re planning to launch one and want to get it right from the start, The Newsletter Growth Lab gives you focused strategy and expert direction. This isn’t a beginner’s platform walkthrough. It’s an advanced LinkedIn newsletter strategy session for B2B brands, founders, executives and marketing teams who want their newsletter to become a stronger authority, visibility and demand generation asset. You bring the newsletter challenge. We help you work out what to fix, what to improve and what to stop overcomplicating. [ Book Your Intro Call ](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) ![MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING AT THE GERMAN AUSTRALIAN BUSINESS CHAMBER OF INDUSTRY AND COMMERCE](https://b2bgrowthco.com/wp-content/uploads/2025/11/MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-PRESENTING-AT-THE-GERMAN-AUSTRALIAN-BUSINESS-CHAMBER-OF-INDUSTRY-AND-COMMERCE-1024x768.webp "MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING AT THE GERMAN AUSTRALIAN BUSINESS CHAMBER OF INDUSTRY AND COMMERCE - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Who This Is For The Newsletter Growth Lab is designed for B2B brands and leaders who want to use LinkedIn newsletters more strategically. - B2B companies planning to launch a LinkedIn newsletter - Marketing teams with an existing newsletter that isn’t gaining traction - Founders or executives who want to build authority through long-form content - Company Page Admins who want to connect newsletters with a wider LinkedIn strategy - Teams looking to improve newsletter SEO, visibility and distribution - Businesses that want to be easier to find across LinkedIn, Google and AI-driven discovery - This session is best suited to people who already understand the value of LinkedIn, but want expert guidance on how to make their newsletter work harder as part of their broader B2B growth strategy. ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book Your Intro Call ](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What We’ll Focus On In Your Newsletter Growth Lab ## What We’ll Focus On In Your Newsletter Growth Lab Every session is tailored to where your newsletter is now and what you want it to achieve. - Newsletter positioning, setup and subscriber value proposition - Whether your newsletter should sit under a personal profile, an executive profile or Company Page - Newsletter title, description, branding and topic direction - LinkedIn newsletter SEO and AI discoverability - Clear headings, keywords, topic signals and entity references - B2B buyer questions, objections and decision-making moments - Content pillars that make publishing easier to sustain - Newsletter formatting, readability and open rates - Subscriber growth and promotion across profiles, Company Pages and employees - Repurposing newsletter editions into LinkedIn posts, blogs, sales assets and advocacy prompts - Newsletter metrics that matter beyond subscriber numbers We focus on the areas that will make the biggest difference next. [ Book Your Intro Call ](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) ![LINKEDIN EXPERT MICHELLE J RAYMOND PRESENTING TO AN AUDIENCE LINKED SUMMIT](https://b2bgrowthco.com/wp-content/uploads/2026/03/F1A6515.webp "LINKEDIN EXPERT MICHELLE J RAYMOND PRESENTING TO AN AUDIENCE LINKED SUMMIT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Build a LinkedIn Newsletter Buyers Want to Read ![B2BGCo-Illustrations-_Rocket](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Rocket.svg "B2BGCo-Illustrations-_Rocket - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Clear Newsletter Positioning Get clear on who your newsletter is for, what it should be known for and why someone would subscribe, open and keep reading. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Stronger Visibility and Discovery Improve how your newsletter is structured so LinkedIn, Google and AI tools can better understand what your content is about. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Better Content Pillars Create practical topic pillars that connect your expertise to the questions, problems and decisions your B2B buyers care about. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Smarter Promotion and Repurposing Turn each newsletter edition into LinkedIn posts, Company Page content, sales assets and employee advocacy prompts. [ Book Your Intro Call ](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) ## FAQ's What is The Newsletter Growth Lab? The Newsletter Growth Lab is a focused LinkedIn newsletter strategy session for B2B brands, founders, executives and marketing teams. It helps you improve how your newsletter is positioned, structured, promoted and measured, so it becomes easier to find, easier to read and more useful for the buyers you want to reach. Is this for beginners? Not really. This isn’t a basic platform walkthrough. It’s best suited to people who already understand the value of LinkedIn and want strategic guidance on how to make a newsletter work as part of a broader B2B content and visibility strategy. Do I need to already have a LinkedIn newsletter? No. You can book this session if you’re planning to launch a LinkedIn newsletter and want to make better decisions before you start. It’s also useful if you already have a newsletter but subscriber growth, open rates, engagement or content direction are not where you want them to be. Can this help with LinkedIn newsletter SEO? Yes. We can review how your newsletter is set up and how individual editions are structured, including titles, headings, keywords, topic signals, links and article flow. The goal is to make your newsletter easier for people, search engines and AI tools to understand. Can this help with AI citations? The session can help you structure your newsletter content in a way that improves clarity, topical authority and discoverability. No one can guarantee AI citations. What we can do is make your newsletter more useful, specific and clearly connected to the topics you want to be known for. Should my newsletter sit on my profile or Company Page? That depends on your goals, audience, brand structure and available resources. In the session, we can look at whether your newsletter is better suited to a personal profile, executive profile or Company Page, and how that choice fits into your broader LinkedIn strategy. Will you write the newsletter for me? This session provides strategic guidance, recommendations and practical direction. Implementation, copywriting, publishing, newsletter management and ongoing content creation are not included unless scoped separately. We are happy to discuss a done for you service. Who facilitates The Newsletter Growth Lab? The session is facilitated by Michelle J Raymond, founder of B2B Growth Co and a globally recognised LinkedIn Company Pages and B2B growth strategist. Michelle brings practical experience from publishing more than 140+ editions of her own newsletter and helping B2B companies use LinkedIn content to build trust, visibility and demand. ## Client Testimonials Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Michelle's direct, actionable, and highly-tailored guidance was exactly what I needed! I sought her out after my clients and followers kept telling me, "More people need to hear your message." It turned out to be one of the best decisions I’ve made this year. I wanted to work with someone who truly understood that my focus was on adding value and genuinely engaging with my audience. My priorities and her philosophy lined up perfectly. Her broad and deep knowledge of LinkedIn, combined with her understanding of what building real relationships is all about, gave me both the clarity and confidence to show up more consistently and effectively for my audience. If you’re looking for someone who blends deep expertise with genuine care for your voice and audience, I can’t recommend Michelle highly enough. ![Pat-Romboletti](https://b2bgrowthco.com/wp-content/uploads/2026/01/Pat-Romboletti.webp) Patricia RombolettiCEO - Bullet Proof Your Career It was so great to have this session with you both. This will really fast track your success and help you achieve your business goals. Amazing what we can get done in 60 mins! ![Arlita McDonald](https://b2bgrowthco.com/wp-content/uploads/2024/05/Arlita-McDonald.webp) Arlita McDonaldEthos Urban - Marketing Communications Specialist Working with Michelle is a real pleasure. It's clear when you're working with a subject matter expert! It's even better when it's engaging and fun too! Michelle's process and genuine interest in understanding what I was trying to achieve is professional and reassuring. I look forward to bringing the concepts to life and achieving excellent results. I definitely recommend a quiet conversation with Michelle if you want to move ahead and achieve real outcomes. ![Sloan Wilkins](https://b2bgrowthco.com/wp-content/uploads/2024/05/Sloan-Wilkins-1.webp) Sloan WilkinsExecutive Finalcial Coaching - CEO [ Book Your Intro Call ](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Thought Leadership Program for B2B Brands](https://b2bgrowthco.com/thought-leader-pro/) **Published:** January 6, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** A premium LinkedIn program for B2B leaders who want expert-led profile and content support to build visibility, credibility and business impact. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Thought Leadership Content Pro ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Executive-Level LinkedIn Thought Leadership, Done Properly ## Executive-Level LinkedIn Thought Leadership, Done Properly As a business leader, you already know LinkedIn matters. It’s where your reputation is shaped, your expertise is validated, and opportunities often start *before* a sales conversation ever happens. What you don’t have is time. Thought Leader Content Pro is a **premium, limited-availability service** designed for C-suite executives, founders, and business owners who want to build visible, credible thought leadership on LinkedIn — without having to create the content themselves. You bring the thinking. B2B Growth Co does the heavy lifting. [ Book an Intro Call ](/contact/) ![Michelle J Raymond - Company Page Expert](https://b2bgrowthco.com/wp-content/uploads/2025/06/F1A8392-1024x683.webp "Michelle J Raymond - Company Page Expert - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## A Premium, One-to-One Thought Leadership Service Thought Leader Content Pro is **not scalable by design**. This is a one-on-one service with **Michelle J Raymond**, supported by the B2B Growth Co team. Places are limited to ensure every client receives hands-on strategy, insight extraction, and content refinement. If you’re looking for volume or templated posting, this isn’t it. If you want **executive-level positioning done properly**, you’re in the right place. ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Who Thought Leader Content Pro Is For ## Who Thought Leader Content Pro Is For This service is intentionally designed for: - C-suite executives and senior leaders - Business owners and founders - Consultants and experts selling high-value offers - Leaders whose reputation directly impacts revenue and influence You recognise LinkedIn as a strategic channel — but: - Content creation keeps slipping down the priority list - You don’t want to outsource your voice to generic ghostwriting - You want consistency without compromising credibility This is for leaders who want LinkedIn to **support growth**, not add to their workload. [ Book an Intro Call ](/contact/) ![Michelle J Raymond - LinkedIn Company Pages Expert - B2B Growth Co](https://b2bgrowthco.com/wp-content/uploads/2025/12/Michelle-J-Raymond-LinkedIn-Company-Pages-Expert-B2B-Growth-Co-1024x683.webp "Michelle J Raymond - LinkedIn Company Pages Expert - B2B Growth Co - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Why Senior Leaders Partner With B2B Growth Co ![Michelle J Raymond Company Pages Expert](https://b2bgrowthco.com/wp-content/uploads/2025/06/F1A8317-1024x683.webp "Michelle J Raymond Company Pages Expert - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Expertise Built for B2B Leaders We specialise in executive-level LinkedIn thought leadership, grounded in B2B best practice, buyer behaviour, and real-world commercial experience. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Measurable Outcomes Success isn’t measured in likes. We align thought leadership content to credibility, influence, and commercial outcomes that support your business goals. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Strategy First Every post is shaped by strategy first — aligning your expertise, business priorities, and LinkedIn best practices before content is created. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Collaborative By Design This is a premium, one-on-one service delivered directly with Michelle J Raymond. Limited places ensure hands-on strategy, clarity, and consistency. [ Book an Intro Call ](/contact/) ## FAQ's Is this a ghostwriting service? No. This is not generic ghostwriting. Your content is built from your recorded strategy sessions with Michelle J Raymond and from your existing material, ensuring your ideas, language, and perspective remain central. You also receive one-to-one guidance from Michelle on how to use LinkedIn to support your business objectives — so content and action are aligned. B2B Growth Co structures and optimises your thinking for LinkedIn. We don’t replace your voice — we amplify it. How much time do I need to commit each month? Very little. Most clients invest: - One 60-minute planning session per month - One 60-minute recording session per month Everything else — content creation, editing, scheduling, and optimisation — is handled by the B2B Growth Co team. Can we review and approve content before it goes live? Yes. Every post goes through a collaborative approval process. You’ll receive content ahead of time to review, suggest edits (up to two rounds), and approve. We make it easy to stay in the loop without the overwhelm. How quickly will we see results? Thought leadership is a long-term asset, not a short-term campaign. Some clients see increased profile visibility and inbound conversations within weeks, while commercial impact typically builds over several months as trust and consistency compound. The focus is on sustainable positioning, not short-term spikes. Will this help with sales, or is it just about visibility? Thought Leader Content Pro is designed to support commercial outcomes, not just profile activity. Content is aligned to your business priorities, positioning, and offers, helping to: - Strengthen credibility with decision-makers - Support sales conversations - Increase inbound opportunities over time This is about influence that supports growth, not content for content’s sake. Why are places limited? Because this is a one-to-one service delivered directly with Michelle J Raymond. To maintain strategic quality and personal involvement, only a small number of clients can be supported at any one time. This ensures every client receives hands-on thinking, not templated delivery. Is this suitable if I already have an internal marketing team? Yes — and often it works best that way. Thought Leader Content Pro complements internal teams by: - Strengthening executive visibility - Providing clear leadership positioning - Supporting broader brand and demand strategies Many clients use this alongside in-house marketing resources. What happens if I already have existing content? That’s ideal. We regularly repurpose: - Podcast interviews - Keynote presentations - Articles, books, and long-form content This allows us to maximise your existing intellectual capital and ensure your LinkedIn presence reflects the full depth of your expertise. ## Client Testimonials Michelle gives so much information away for free across all platforms but I took the plunge and booked her LinkedIn Pages B2B Community Builder Masterclass. I wanted to know more about how to leverage the company page to create more engagement with the right audience. I learnt so much more and she gave great tips that relate specifically to my company page. It’s all practical advice and not another pointless course that you don’t get any value from (we’ve all been on courses like that). Michelle teaches how to achieve results with organic posts so she’s not banging on about spending money on ads or boosting posts…the Masterclass is only selling good practical advice that you can use right now. ![Rachel Hewitt](https://b2bgrowthco.com/wp-content/uploads/2025/06/Rachel-Hewitt.webp) Rachel HewittSenior Channel Marketer - Lightwire Business Michelle is a LinkedIn superhero. Patient yet direct, supportive but informative. No judging, just good ole fashion guidance. Importantly, Michelle is authentic, to me that matters most. Thank you for working with me and my incredible team. ![Sinakho Dhlamini](https://b2bgrowthco.com/wp-content/uploads/2025/06/Sinakho-Dhlamini.webp) Sinakho DhlaminiContent Marketing Specialist - Top Employers Institute [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Company Page Training for Marketing Teams](https://b2bgrowthco.com/linkedin-company-page-training-marketing-teams/) **Published:** June 13, 2026 **Author:** michelle@b2bgrowthco.com **Excerpt:** Practical LinkedIn Company Page training for B2B marketing teams, social media managers and Page admins who want to improve strategy, content and performance. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # LinkedIn Company Page Training for B2B Marketing Teams ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Why B2B Marketing Teams Need Company Page Training ## Why B2B Marketing Teams Need Company Page Training For many B2B marketing teams, the LinkedIn Company Page is one of the most visible brand assets they manage. Buyers check it, employees represent it and leaders expect it to support growth. But too often, the Page becomes a content noticeboard instead of a strategic channel. Teams are left guessing what to post, what belongs on the Company Page versus employee profiles, and how to measure what’s working. LinkedIn Company Page training gives your team a clearer way to manage the Page with purpose, confidence and consistency. [ Kick off chat ](/contact/) ![B2BGCo-Illustrations-_Portfolio](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Portfolio-1024x743.webp "B2BGCo-Illustrations-_Portfolio - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What Your Team Will Learn Your team will learn how to manage the LinkedIn Company Page with a clearer strategy, stronger content decisions and a better understanding of what actually drives results. The training covers how to plan Company Page content, choose the right post formats, use analytics to guide decisions, and understand what belongs on the Page versus employee or leader profiles. Your team will also learn how to support employee advocacy, improve brand visibility and use the Company Page as part of a wider B2B LinkedIn strategy. ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Kick off chat ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Who This Training Is For ## Who This Training Is For This training is designed for B2B marketing teams responsible for managing, growing or improving the LinkedIn Company Page. It is a good fit for social media managers, marketing managers, content teams, brand teams and Company Page admins who want a clearer strategy, stronger content decisions and more confidence using LinkedIn as part of their wider B2B marketing activity. It is especially useful for teams who know their audience is on LinkedIn, but are unsure what to post, how often to post, how to involve employees, or how to prove the Page is supporting business growth [ Kick off chat ](/contact/) ![Speaker in a pink polo presenting on stage beside a LinkedIn slide, addressing an audience at a conference.](https://b2bgrowthco.com/wp-content/uploads/2026/06/MICHELLE_RAYMOND-28-1024x594.webp "MMICHELLE J RAYMOND - LINKEDIN COMPANY PAGE EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Get Your LinkedIn Company Page Working Harder ![B2BGCo-Illustrations-_Rocket](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Rocket-1.svg "B2BGCo-Illustrations-_Rocket - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Clearer Page Strategy Learn how to position your LinkedIn Company Page so it supports brand visibility, trust and B2B growth. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Smarter Content Decisions Understand what to post, what not to post, which formats to use, and how often to show up. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Stronger Team Advocacy Learn how to involve employees and leaders without relying on forced sharing or copy-and-paste posts. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Better Performance Know which LinkedIn analytics matter, what to track, and how to use the data to improve future content. [ Book an Intro Call ](/contact/) ## FAQ's Is this generic LinkedIn training? No. This training is focused on LinkedIn Company Pages and how they support B2B marketing, brand visibility, employee advocacy and buyer trust. It is not generic personal profile or lead generation training. Who is this LinkedIn Company Page training for? This training is designed for B2B marketing teams, social media managers, content teams and Company Page admins who are responsible for managing and growing a LinkedIn Company Page. What will our team learn in the training? Your team will learn how to plan better Company Page content, choose the right formats, understand what belongs on the Page versus employee profiles, read LinkedIn analytics and make stronger decisions about what to post. Can this training be customised for our business? Yes. The training can be tailored to your industry, team structure, Company Page maturity, goals and current LinkedIn activity. Is this training suitable for global or multi-region teams? Yes. This training is useful for B2B teams managing one main Company Page, regional Pages or multiple stakeholders across different markets. Do we need an existing LinkedIn Company Page? Yes. This training is best suited to businesses that already have a LinkedIn Company Page and want to improve how it is managed, used and measured. How is the training delivered? Training can be delivered online or, where suitable, in person. The format depends on your team size, goals and location. How do we get started? Book an intro call to discuss your team, current Company Page activity and what you want the training to help you improve. ## Client Testimonials We hired Michelle to conduct a comprehensive LinkedIn audit for our company page, and she exceeded every expectation. What set her apart wasn't just the depth of her work. The audit itself was thorough, well-structured, and genuinely actionable. It was also how she showed up throughout the entire process. Michelle met with us multiple times, walked us through her findings with clarity, and made herself available for follow-up conversations whenever we had questions. She has a rare ability to deliver honest, strategic feedback in a way that feels encouraging rather than overwhelming. She also brings an energy to her work that's hard to find. Michelle has a natural warmth and a genuine positivity that makes collaboration feel easy. If you're looking for a LinkedIn consultant who combines real expertise with an exceptional client experience, I'd recommend Michelle without hesitation. Barry WestonPlugable - Digital Marketing Co-ordinator Michelle helped our company, Mailtrap, gain a thorough understanding of how LinkedIn works for B2B growth. Her session was a truly professional deep dive covering the fundamentals of the algorithm: how company pages function, and the key elements and approaches needed for both company, and employee ambassador profiles. She also conducted a detailed audit of our page and content, offering a clear and actionable vision for improving our company page performance. This included a content strategy framework, and practical guidance on which content formats deliver the best results. We are extremely grateful for her expertise. Working with Michelle gave us both direction and confidence in our LinkedIn presence. She is an outstanding professional with a wonderful ability to make the world of LinkedIn accessible and approachable for anyone who needs it. Viktoriia IvanenkoMailtrap - Content Lead Our team had an incredible session with Michelle J Raymond, diving deep into LinkedIn strategy and engagement 🚀 Her insights gave us a fresh perspective on how to maximize our presence, drive meaningful conversations, create meaningful content, and reach our big goal. If you're looking to refine your LinkedIn approach, Michelle is the expert you need in your corner! Thanks again Michelle, for such an engaging and insightful session—our team is already putting these learnings into action! Anna FilipeFocal Point - Marketing Manager [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Company Page Management for B2B Brands](https://b2bgrowthco.com/company-page-management/) **Published:** August 19, 2024 **Author:** michelle@b2bgrowthco.com **Excerpt:** Expert-led LinkedIn Company Page management helping B2B marketing teams show up consistently, engage the right audience and drive growth. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Company Page Management ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Company Page Management ## LinkedIn Company Page Management That Drives Growth Your LinkedIn Company Page should be more than a digital brochure. It should be a trusted source of credibility, relevance, and ongoing audience engagement. Too often, teams end up *posting without purpose*, struggling to maintain quality, consistency, or connection to business outcomes. This service helps you show up on LinkedIn with **clarity, consistency, and strategic direction** so your Page becomes a meaningful part of your B2B growth engine. [ Book an Intro Call ](/contact/) ![Michelle J Raymond - Company Page Expert](https://b2bgrowthco.com/wp-content/uploads/2025/06/F1A8392-1024x683.webp "Michelle J Raymond - Company Page Expert - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Pro Page Management - Why It Matters LinkedIn isn’t optional for B2B brands anymore. It’s where decision-makers research, benchmark, and evaluate partners before they engage. A well-managed Company Page builds: - **Brand credibility with ideal prospects** - **Trust with buyers earlier in their journey** - **Ongoing engagement that supports pipeline and revenue** But posting randomly or reacting to trends won’t get you there. Today, great LinkedIn performance requires: - Consistent cadence and quality posting - Alignment to current best practices and audience signals - Strategic engagement that amplifies reach - Insightful measurement tied to real business metrics That’s where expert Company Page Management matters. ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Who This Service Is For ## Who This Service Is For This is for B2B businesses and marketing teams who: - **Know LinkedIn matters** — but don’t have the time or specialised bandwidth to manage it well - **Have inconsistent results** — without clear reason or direction - **Want to elevate their content beyond company announcements** - **Need a strategic partner** — not just a scheduler - **Are managing global, regional, or multi-brand presences** In short: If LinkedIn should be part of your growth strategy and you don’t have confidence it is — this service is designed for you. [ Book an Intro Call ](/contact/) ![Michelle J Raymond - LinkedIn Company Pages Expert - B2B Growth Co](https://b2bgrowthco.com/wp-content/uploads/2025/12/Michelle-J-Raymond-LinkedIn-Company-Pages-Expert-B2B-Growth-Co-1024x683.webp "Michelle J Raymond - LinkedIn Company Pages Expert - B2B Growth Co - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Why Partner WIth B2B Growth Co ![Michelle J Raymond Company Pages Expert](https://b2bgrowthco.com/wp-content/uploads/2025/06/F1A8317-1024x683.webp "Michelle J Raymond Company Pages Expert - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Expertise Built for B2B We’ve built management practices grounded in B2B-specific LinkedIn best practices and audience behaviour. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Measurable Outcomes We define success based on your business goals and not just likes or impressions. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Strategy First No guesswork. Every post, comment, and campaign is backed by a plan that aligns with your business goals. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Collaborative & Agile We work with your team, not around it — with transparency, shared tools, and clear communication. [ Book an Intro Call ](/contact/) ## FAQ's Who is this service best suited for? This is ideal for B2B marketing managers and business owners who know LinkedIn is important but don’t have the time, resources, or specialist skills to manage their Company Page consistently. We work with both small teams and large organisations looking for expert guidance and execution. How much time will this take from my team each month? Minimal. We hold regular strategy sessions to align on goals and content. Outside of that, we handle the day-to-day management – content creation, posting, engagement, and reporting, so your team can stay focused on other priorities. Can we review and approve content before it goes live? Yes. Every post goes through a collaborative approval process. You’ll receive content ahead of time to review, suggest edits (up to two rounds), and approve. We make it easy to stay in the loop without the overwhelm. How quickly will we see results? While growth takes time, most clients experience improvements in engagement, follower quality, and content reach within the first three months. This isn’t a quick fix – it’s a long-term strategy that builds trust and visibility with your ideal audience. What if we already post sometimes - do we need to stop? Not at all. If your internal team is posting occasionally, we’ll build a strategy that complements your efforts. Our goal is to help you create consistency and elevate your existing presence, not replace what’s already working. Can you manage multiple pages or support our employee advocacy too? Yes. If you manage pages across different regions or brands, we can support multiple Company Pages with aligned strategies. We also offer guidance on how to activate your team to support Company Page content through Page Advocacy. Is there a contract? We require a 6-month minimum commitment to allow the strategy sufficient time to take effect. After that, it’s month-to-month. We want long-term partnerships, not lock-in contracts. Can you work under a Non-Disclosure Agreement (NDA)? Absolutely. We regularly work with clients who require NDAs to protect confidential information, especially in competitive or regulated industries. We’re happy to sign an NDA as part of our onboarding process to give you full peace of mind that your strategy, content, and internal insights remain private and secure. ## Client Testimonials Michelle gives so much information away for free across all platforms but I took the plunge and booked her LinkedIn Pages B2B Community Builder Masterclass. I wanted to know more about how to leverage the company page to create more engagement with the right audience. I learnt so much more and she gave great tips that relate specifically to my company page. It’s all practical advice and not another pointless course that you don’t get any value from (we’ve all been on courses like that). Michelle teaches how to achieve results with organic posts so she’s not banging on about spending money on ads or boosting posts…the Masterclass is only selling good practical advice that you can use right now. ![Rachel Hewitt](https://b2bgrowthco.com/wp-content/uploads/2025/06/Rachel-Hewitt.webp) Rachel HewittSenior Channel Marketer - Lightwire Business Michelle is a LinkedIn superhero. Patient yet direct, supportive but informative. No judging, just good ole fashion guidance. Importantly, Michelle is authentic, to me that matters most. Thank you for working with me and my incredible team. ![Sinakho Dhlamini](https://b2bgrowthco.com/wp-content/uploads/2025/06/Sinakho-Dhlamini.webp) Sinakho DhlaminiContent Marketing Specialist - Top Employers Institute [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [Helping B2B Brands Grow on LinkedIn With Strategy, Training & Execution](https://b2bgrowthco.com/about/) **Published:** December 5, 2023 **Author:** antoni@crescospec.com **Excerpt:** B2B Growth Co supports experienced B2B marketing teams with Company Page–led LinkedIn strategy, helping them get LinkedIn set up properly and managed with confidence. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Helping B2B Brands Grow on LinkedIn With Strategy, Training & Execution ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## LinkedIn Strategy, Training and Growth for Ambitious B2B Brands At **B2B Growth Co**, we help ambitious B2B organisations turn LinkedIn into a *real business growth channel*. Not vanity metrics. Not hacks. Not “post more and hope”. We work with B2B leaders and teams who want **clarity, confidence and commercial results** from LinkedIn — through strategy, training and practical execution that actually sticks. ## Our Mission: B2B Growth Without the Noise LinkedIn didn’t stop working. Most strategies did. Our mission is simple: to help B2B brands grow by using LinkedIn **properly** — with relevance, consistency and human-led strategy at the centre. That means: - Clear positioning - Aligned Company Pages and employee voices - Training that changes behaviour, not just awareness - Growth that supports long-term business goals If you’re tired of chasing algorithms and want a strategy that works *with* LinkedIn (not against it), you’re in the right place. ## Why B2B Growth Co Exists [ ![Michelle J Raymond - B2B Growth Co - Profile Photo](https://b2bgrowthco.com/wp-content/uploads/2023/12/Michelle-J-Raymond-B2B-Growth-Co-Profile-Photo-Square-1024x1024.webp "Michelle J Raymond - B2B Growth Co - Profile Photo - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.linkedin.com/in/michellejraymond/) B2B Growth Co started with a decision — not a business plan. I once walked away from a $2 million deal because it didn’t align with how I wanted to do business. Reputation mattered more than revenue. That moment shaped everything that followed. Soon after, a simple act — helping someone improve their LinkedIn presence — opened the door to something bigger. Not just profiles and posts, but **confidence, opportunity and momentum**. What started as one-to-one support quickly became a pattern: B2B teams didn’t need more content. They needed **strategy, structure and belief**. That’s why B2B Growth Co exists today — to help organisations grow on LinkedIn in a way that feels ethical, effective and sustainable. ### Who We Work With We work with **ambitious B2B organisations** who want LinkedIn to contribute to real business outcomes. That includes: - B2B companies selling complex products or services - Marketing teams under pressure to show ROI - Leaders who want their people visible, confident and aligned - Organisations ready to invest in training, not shortcuts Our clients value **partnership over tactics** and understand that trust, relevance and consistency win in the long game. ### Ambitious Driven to be number one in the industry and willing to do the work to get there. ### Innovative Willing to challenge the status quo and try new things. ### Purpose Driven You are passionate about what you do and are out to make an impact. If you have answered YES!, YES!, YES! the good news is B2B GROWTH CO is the right company for you. [ Book an Intro Call ](/contact/) ## What We Do **LinkedIn Strategy for B2B Growth** We design LinkedIn strategies aligned to business objectives — not trends. From positioning and messaging to content systems and KPIs, everything connects back to growth. **LinkedIn Training for Teams** We train marketing, sales, and leadership teams to use LinkedIn effectively and confidently. Practical. Relevant. Immediately usable. **Company Page & Employee Advocacy Alignment** We help organisations align Company Pages and employee voices so LinkedIn works as a **growth ecosystem**, not a set of disconnected accounts. **Ongoing Support and Coaching** From audits and playbooks to leadership coaching and implementation support, we stay focused on what actually moves the needle. ### Meet the B2B Growth Co Team **Great businesses aren’t built on expertise alone.** They’re built on what happens day-to-day, the details, the systems and the follow-through. At **B2B Growth Co**, we bring both. Two complementary skill sets working together to deliver LinkedIn expertise that’s not only strategic, but runs smoothly behind the scenes. ![MICHELLE J RAYMOND - LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1764-LowSq.webp "MICHELLE J RAYMOND - LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You")### Michelle J Raymond Founder - LinkedIn B2B Trainer & Strategist [ Linkedin-in ](https://www.linkedin.com/in/michellejraymond/) [ Youtube ](https://www.youtube.com/@MichelleJRaymond) [ Podcast ](https://socialmediaforb2bgrowthpodcast.com/episodes) B2B Growth Co is led by **Michelle J Raymond**, a globally recognised LinkedIn strategist, speaker and author. Michelle is known for challenging outdated LinkedIn thinking and proving, with evidence, that Company Pages and people-led strategies still work when done properly. She is the founder of B2B Growth Co, host of the *Social Media for B2B Growth* podcast, and a trusted advisor to B2B brands across industries, including technology, manufacturing, professional services and sustainability. Her philosophy is simple: **B2B Growth. No Hacks.** ![LILIANE ABBOUD - B2B GROWTH CO](https://b2bgrowthco.com/wp-content/uploads/2025/04/UL_JD_2703_1751-LowSq.webp "UL_JD_2703_1751 LowSq - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You")### Liliane Abboud Head of Operations [ Linkedin-in ](https://www.linkedin.com/in/lilianeabboud1/) [ Youtube ](https://www.youtube.com/@MichelleJRaymond) **Liliane Abboud** is the operational backbone of B2B Growth Co and the reason the business runs as smoothly as it does. While Michelle leads strategy and visibility, Liliane leads execution. She brings structure, clarity and calm to everything behind the scenes, ensuring clients receive an exceptional experience from first contact to delivery. A master organiser and problem-solver, Liliane oversees operations, scheduling, systems and finance, and manages the details that make growth possible — from LinkedIn Event set-ups to training logistics and client coordination. Liliane may not be in the spotlight, but her impact is felt everywhere. ## What Makes Us Different There’s no shortage of LinkedIn advice. What’s missing is **clarity**. At B2B Growth Co: - We prioritise relevance over reach - We design strategies for humans, not algorithms - We train teams to think, not just post - We focus on sustainable growth, not short-term spikes We don’t promise overnight success. We build capability, confidence and consistency and that’s what delivers results. ## Our Values Everything we do is guided by a few non-negotiables: - **Strategic over trendy** - **Ethical over opportunistic** - **Human over automated** - **Long-term over quick wins** Good business starts with good decisions. We help our clients make both. ## Trusted by B2B Teams Worldwide We’ve worked with B2B organisations across Australia, the USA, the UK, Europe and beyond, supporting leaders and teams who want LinkedIn to work harder for their business. ## Ready to Grow on LinkedIn? If you’re ready to stop guessing and start using LinkedIn with clarity and confidence, we’d love to help. 👉 Explore our services 👉 Book a strategy session 👉 Or get in touch to start the conversation [ Book an Intro Call ](/contact/) --- ### [LinkedIn Power Hour Strategy Session for B2B Brands](https://b2bgrowthco.com/power-hour-session/) **Published:** December 5, 2023 **Author:** michelle@b2bgrowthco.com **Excerpt:** Get tailored LinkedIn strategy in a one-hour Power Hour session with Michelle J Raymond. Bring your LinkedIn challenges and walk away with clarity, action steps and confidence. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Power Hour Session ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## LinkedIn Strategy Power Hour ## LinkedIn Strategy Power Hour ### One focused session to fix what’s not working on LinkedIn. Leave with a clear plan of action. If LinkedIn feels almost right but something is holding you back, the Power Hour gives you focused strategy and expert direction — fast. You bring the challenge. We help you fix it. [ Book Your Intro Call ](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) ![MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING AT THE GERMAN AUSTRALIAN BUSINESS CHAMBER OF INDUSTRY AND COMMERCE](https://b2bgrowthco.com/wp-content/uploads/2025/11/MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-PRESENTING-AT-THE-GERMAN-AUSTRALIAN-BUSINESS-CHAMBER-OF-INDUSTRY-AND-COMMERCE-1024x768.webp "MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING AT THE GERMAN AUSTRALIAN BUSINESS CHAMBER OF INDUSTRY AND COMMERCE - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Who This Is For **This Power Hour is designed for people who already understand LinkedIn — but aren’t getting the results they expect.** - B2B marketers who need expert direction, fast - Founders or leaders unsure what to prioritise on LinkedIn - Teams seeking validation before committing to a larger initiative - Anyone confused by contradictory LinkedIn advice **You bring the challenge. We focus on what to fix — and what to ignore.** ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book Your Intro Call ](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## What We’ll Focus On In Your Power Hour ## What We’ll Focus On In Your Power Hour - Company Page strategy and positioning - Content direction (what to post — and what to stop) - Employee advocacy and team enablement - Profile optimisation priorities (what matters most) - LinkedIn visibility and algorithm questions - Campaign, launch, or messaging feedback We focus on your priorities and what will make the biggest difference next. [ Book Your Intro Call ](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) ![LINKEDIN EXPERT MICHELLE J RAYMOND PRESENTING TO AN AUDIENCE LINKED SUMMIT](https://b2bgrowthco.com/wp-content/uploads/2026/03/F1A6515.webp "LINKEDIN EXPERT MICHELLE J RAYMOND PRESENTING TO AN AUDIENCE LINKED SUMMIT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Get LinkedIn Clarity in One Focused Hour ![B2BGCo-Illustrations-_Rocket](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Rocket.svg "B2BGCo-Illustrations-_Rocket - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Focused, Tailored Strategy Your LinkedIn strategy, tailored to your business goals — not a generic framework or template. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Direct Expert Guidance Get straight answers to your most important LinkedIn questions, with clear direction on what to do next. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Clear Next Steps Walk away with practical actions you can implement immediately — prioritised for impact. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Session Recording Receive a full recording of your session, so you can revisit the advice and action points anytime. [ Book Your Intro Call ](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) ## FAQ's What is a Power Hour Session? A Power Hour Session is a focused, one-on-one consultation designed to address your specific LinkedIn challenges. You’ll receive expert advice, tailored strategies, and actionable steps to improve your LinkedIn presence and achieve your business goals. Who is the Power Hour Session for? This session is ideal for business professionals, entrepreneurs, and marketers looking to optimise their LinkedIn strategy. Whether you’re struggling with engagement, content performance, or aligning LinkedIn with your business objectives, this session is for you. What will I gain from a LinkedIn Power Hour Session? You’ll gain personalised insights and a clear action plan to overcome your LinkedIn challenges. The session provides practical solutions and expert guidance to help you see measurable progress and align your LinkedIn efforts with your business goals. How do I prepare for a LinkedIn Power Hour Session? Come prepared with specific questions or challenges you’re facing on LinkedIn. The more focused your concerns, the more tailored the session can be to provide the solutions you need. How does the LinkedIn Power Hour Session address my business needs? The session is entirely customised to your specific business needs. We start by understanding your goals and challenges, then provide targeted advice and strategies to help you achieve your desired outcomes on LinkedIn. How long is a LinkedIn Power Hour Session? As the name suggests, the session lasts for one hour. This time is used efficiently to tackle your LinkedIn challenges, offering you focused and impactful solutions. Can the LinkedIn Power Hour Session help with content strategy? Absolutely. The session can address content strategy, including how to create engaging posts, increase visibility, and align content with your business goals for better LinkedIn performance. Who will Facilitate the Power Hour Session? LinkedIn Expert Michelle J Raymond will facilitate the Power Hour Session. ## Client Testimonials Highly recommend Michelle. She helped us shape our LinkedIn strategy, providing guidance based on her years of experience managing and consulting for company LinkedIn pages. She answered all of our questions clearly and gave us a clear direction ahead. ![Tara Porter - Conga](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tara-Porter.webp) Tara PorterConga - Social Media Strategy & Content Manager Michelle's direct, actionable, and highly-tailored guidance was exactly what I needed! I sought her out after my clients and followers kept telling me, "More people need to hear your message." It turned out to be one of the best decisions I’ve made this year. I wanted to work with someone who truly understood that my focus was on adding value and genuinely engaging with my audience. My priorities and her philosophy lined up perfectly. Her broad and deep knowledge of LinkedIn, combined with her understanding of what building real relationships is all about, gave me both the clarity and confidence to show up more consistently and effectively for my audience. If you’re looking for someone who blends deep expertise with genuine care for your voice and audience, I can’t recommend Michelle highly enough. ![Pat-Romboletti](https://b2bgrowthco.com/wp-content/uploads/2026/01/Pat-Romboletti.webp) Patricia RombolettiCEO - Bullet Proof Your Career It was so great to have this session with you both. This will really fast track your success and help you achieve your business goals. Amazing what we can get done in 60 mins! ![Arlita McDonald](https://b2bgrowthco.com/wp-content/uploads/2024/05/Arlita-McDonald.webp) Arlita McDonaldEthos Urban - Marketing Communications Specialist Working with Michelle is a real pleasure. It's clear when you're working with a subject matter expert! It's even better when it's engaging and fun too! Michelle's process and genuine interest in understanding what I was trying to achieve is professional and reassuring. I look forward to bringing the concepts to life and achieving excellent results. I definitely recommend a quiet conversation with Michelle if you want to move ahead and achieve real outcomes. ![Sloan Wilkins](https://b2bgrowthco.com/wp-content/uploads/2024/05/Sloan-Wilkins-1.webp) Sloan WilkinsExecutive Finalcial Coaching - CEO [ Book Your Intro Call ](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Growth Masterclass for B2B Brands](https://b2bgrowthco.com/growth-masterclass/) **Published:** December 5, 2023 **Author:** michelle@b2bgrowthco.com **Excerpt:** A practical LinkedIn Growth Masterclass designed for B2B marketing teams and employees, helping organisations activate their people, build confidence and show up consistently on LinkedIn. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # LinkedIn B2B G.R.O.W.T.H Masterclass ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## LinkedIn B2B G.R.O.W.T.H Masterclass ![Services-2](https://b2bgrowthco.com/wp-content/uploads/2023/12/Services-2.webp "Services-2 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## LinkedIn B2B G.R.O.W.T.H Masterclass LinkedIn hasn’t stopped working — but the way teams are expected to use it has changed. Between constant platform updates, shifting algorithms and an endless stream of conflicting advice, most employees are left unsure where to focus or how LinkedIn fits into their role at work. This G.R.O.W.T.H Masterclass gives your team a **clear, practical starting point**. Not more noise. Not generic posting tips. A shared framework that shows employees **how LinkedIn supports business goals**, how they can contribute confidently, and how individual activity connects back to broader brand visibility. [ Book an Intro Call ](/contact/) ## Don’t Let Uncertainty Hold Back Your Team’s Impact on LinkedIn Most employees aren’t resisting LinkedIn — they’re unsure what’s expected, what’s appropriate, or how their activity supports the business. This training provides your team with a **clear, shared framework** for using LinkedIn effectively. They learn how to build professional relationships, support Company Page visibility, and contribute confidently — without pressure to sell or post constantly. When employees understand *how* LinkedIn fits into the bigger picture, participation becomes easier, more consistent, and far more effective. ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Our G.R.O.W.T.H Framework ![Services-3](https://b2bgrowthco.com/wp-content/uploads/2023/12/Services-3.webp "Services-3 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Our G.R.O.W.T.H Framework A practical framework that gives employees clarity, confidence and consistency when using LinkedIn for business. #### **G — Game Plan** Employees understand *why* LinkedIn matters to the business and *how* their activity supports Company Page visibility, brand credibility and long-term growth. #### **R — Relationships** Employees learn to build genuine, professional relationships that matter—not just collect connections. #### **O — Outreach** Employees learn how to engage on LinkedIn in a way that feels professional, relevant and aligned with business goals. #### **W — Willingness** We address the confidence gap that prevents many employees from attending. #### **T — Thought Leadership** Employees learn to contribute insight without being influencers or constant content creators. #### **H — Habits** Employees leave with simple, repeatable habits they can realistically maintain. [ Book an Intro Call ](/contact/) ## Turn Employee Activity into Meaningful Business Impact on LinkedIn ![B2BGCo-Illustrations-_Rocket](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Rocket-1.svg "B2BGCo-Illustrations-_Rocket - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Confident Professional Presence Employees are supported to show up on LinkedIn in a way that reflects their expertise and role — without pressure to become influencers or constant content creators. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Building Professional Networks Employees learn how to identify and connect with the right people — customers, partners, peers and industry contacts. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### A Proven, Repeatable Framework Instead of every employee figuring LinkedIn out on their own, the G.R.O.W.T.H framework, saves time, removes guesswork and creates alignment across the business. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Visibility & Opportunity When employees engage with purpose, LinkedIn activity supports broader business goals — from content visibility and brand awareness to inbound conversations and future opportunities. [ Book an Intro Call ](/contact/) ## FAQ's How long does the LinkedIn for B2B G.R.O.W.T.H Masterclass go for? The session lasts 2.5 hours and is designed to be interactive with plenty of time built in for questions. Is the LinkedIn training pre-recorded? No. The training is presented either in person or via Zoom. We have designed the training for it to be interactive so you get most value out of your time. Who can benefit from LinkedIn Training? Anyone looking to improve their LinkedIn presence can benefit – from established marketing leaders, or employees getting started, to businesses aiming to boost their brand visibility and networking capabilities. I'm a consultant and don't have a team. Can I still work with you? Absolutely. Just book an Intro Call to learn more. How does LinkedIn Training help in personal branding? The training provides insights on crafting a compelling LinkedIn profile, showcasing your expertise, and engaging with your network, which are crucial in building a strong personal brand. Can LinkedIn Training assist in generating leads? Absolutely! Our training includes strategies for using LinkedIn as a powerful tool for lead generation, including identifying potential clients, engaging them effectively and nurturing them to stay top of mind. My Company is B2C, will this LinkedIn training be applicable? LinkedIn is the platform where business coversations happen. While LinkedIn may not be the platform that your clients buy on, there is much more to your industry than just clients. Think networking with suppliers, manufacturers, industry associations, regulatory bodies etc. What are the key components of your LinkedIn B2B G.R.O.W.T.H Masterclass? Our G.R.O.W.T.H framework is designed to give a clear path for your employees to follow. G = Game Plan R = Relationships O = Outreach W = Willingness T = Thought Leadership H = Habits Is the training suitable for complete beginners on LinkedIn? Yes, our training is designed to cater to all levels, including beginners. We provide foundational knowledge and gradually build up to more advanced concepts. Do you offer Group LinkedIn Training? We offer group training for groups within one company. This ensures that we deliver training based on individual company goals and resources. How can I enrol in the LinkedIn B2B G.R.O.W.T.H Masterclass? Simply click on the “Book an Intro Call” button to book a time to talk with Michelle to answer any last questions and talk through the process. What currencies do you accept for the LinkedIn Training? We work globally and as such accept most major currencies – AUD, USD, EUR, GBP and NZD. ## Client Testimonials It has been an absolute pleasure working with Michelle to deliver bespoke LinkedIn training modules for our organisation. Michelle understood our needs and delivered engaging and relatable training sessions with our core objectives and purpose in mind. We love that Michelle works with organisations who are 'doing good' and making a positive impact in society. Tyre Stewardship Australia is looking forward to collaborating with Michelle in the near future, including working together to build a social media/LinkedIn strategy. Thank you, Michelle, for your expertise and knowledge in this space. ![Tolga Huseyin](https://b2bgrowthco.com/wp-content/uploads/2025/12/Tolga-Huseyin.webp) Tolga Huseyin​Marketing Manager - Tyre Stewardship Association​ I recently took part in Michelle Raymond’s B2B Growth Masterclass and I can’t recommend it highly enough. Michelle took the time to really understand where I was at with LinkedIn, what I was trying to achieve, and where I was struggling. I walked away with the confidence to take action straight away. One of Michelle’s challenges for me was to start posting regularly. As someone who had not really posted before, that felt daunting. But three weeks on, with Michelle's expert tips and support, I’ve kept to that commitment... and I’m starting to enjoy writing, sharing content, and loving connecting with others on LinkedIn. Just do it - Michelle’s LinkedIn training is the bees knees! ![Chrisanya Martin](https://b2bgrowthco.com/wp-content/uploads/2025/12/Chrisanya-Martin.webp) Chrisanya MartinTogether Strategic - Founder I was lucky enough to receive training from Michelle on how to position myself authentically on LinkedIn to build my network, connect with like-minded people, and build awareness of and interest in my work. Throughout the training, Michelle was approachable, personable, knowledgable, and highly relatable. The content she covered was practical and tailored. The result is that I feel much more comfortable expressing myself on LinkedIn and using it as a tool to do good in the world. Thanks, Michelle! ![Andrea Inness - Canopy Planet](https://b2bgrowthco.com/wp-content/uploads/2025/12/Andrea-Inness-Canopy-Planet.webp) Andrea InnessCanopy Planet - Corporate Campaigner I recently took Michelle’s B2B Growth Masterclass, and it was such an amazing experience. Her energy, enthusiasm, and knowledge kept me engaged and excited to learn throughout the entire session. I’ve been listening to her podcast and watching her YouTube videos for a while now, so getting to do a one-on-one session with her was a bit surreal. I was definitely a bit starstruck. I highly recommend taking her course and exploring her content. She breaks down B2B growth with real-world insights and strategies you can apply directly to your page. ![Daniel Chen - Reno Lighting](https://b2bgrowthco.com/wp-content/uploads/2025/12/Daniel-Chen-Reno-Lighting.webp) Daniel ChenRENO Lighting Creative & Marketing Diirector ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ### The LinkedIn Branding Book: The Power of Two. Build Your Personal and Business Brand on LinkedIn for Exponential Growth Inside, you’ll discover the power of putting yourself out there and the foundational branding steps you need to stand out and rise up on LinkedIn as an employee or a business. Think of #MichelleSquared as empowering yet straight-talk experts, guiding you to build a personal or business brand that is uniquely and proudly yours. **BONUSES INCLUDED** – 50 page action-taking companion Brand Squared Workbook™ + Links throughout to top-ranked “The LinkedIn Branding Show by #MichelleSquared” podcast, where you can listen in to the authors discussing LinkedIn Branding together in more detail. [ Buy Your Copy ](https://mybook.to/The_LinkedIn_Branding_Book) [ ![The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-LinkedIn-Branding-Book-Front-Cover-725x1024.webp "The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://mybook.to/The_LinkedIn_Branding_Book) --- ### [LinkedIn Services for B2B Brands and Teams](https://b2bgrowthco.com/services/) **Published:** December 5, 2023 **Author:** antoni@crescospec.com **Excerpt:** LinkedIn consulting, training and support for B2B teams who want clarity, confidence and results — without relying on ads or shortcuts. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Services ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Turn LinkedIn into a growth channel — not just a content platform ![B2BGCo-Illustrations-_Coach](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Coach.webp "B2BGCo-Illustrations-_Coach - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Turn LinkedIn into a growth channel — not just a content platform B2B Growth Co helps marketing teams, leaders, and employees use LinkedIn strategically and consistently to support real business goals. No hacks. No shortcuts. No reliance on ads. Whether you need clarity, capability, or ongoing support, our services are designed to meet you where you are and help you move forward with confidence. [ Book an Intro Call ](/contact/) ## Who Our LinkedIn Services Are Designed For ![Services-3](https://b2bgrowthco.com/wp-content/uploads/2023/12/Services-3.webp "Services-3 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Who Our LinkedIn Services Are Designed For Our services are for B2B organisations that want LinkedIn to *do more*. Our clients typically include: - B2B marketing teams that are responsible for growth and visibility - Leaders who want LinkedIn to be aligned with business outcomes, not vanity metrics - Companies with employees on LinkedIn but no clear strategy - Teams that are tired of chasing reach, impressions or “what worked last year” If LinkedIn matters to your business, but feels under-utilised or inconsistent, you’re in the right place. [ Book An Intro Call ](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) ## Common LinkedIn Challenges We Help B2B Teams Solve ### Your LinkedIn Company Page isn’t delivering results You’re posting regularly, but engagement is low, and leads are inconsistent. → This is where [**LinkedIn Company Page Audit & Strategy**](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/ "LinkedIn Company Page Audit & Strategy") makes the difference. --- ### Your team doesn’t know how to use LinkedIn effectively Employees want guidance, but there’s no shared framework or direction. → This is where [**LinkedIn training for B2B teams**](https://b2bgrowthco.com/growth-masterclass/ "LinkedIn Training for B2B teams") creates alignment and confidence. --- ### Leadership wants LinkedIn to support business goals There’s pressure to “do more on LinkedIn”, but no clear plan or measurement. → This is where [**LinkedIn strategy and advisory support**](https://b2bgrowthco.com/power-hour-session/) brings clarity. --- ### You want growth without relying on ads Organic reach is down, and paid media isn’t the answer. → This is where **content-led LinkedIn strategies** outperform shortcuts. ## Choose The LinkedIn Support That Fits Your Team There’s no one-size-fits-all approach to LinkedIn. We tailor our support based on where your team is today and where you want to go next. Instead of forcing you to choose from a long list of services, we group our work into three clear pathways. ## LinkedIn Strategy & Foundations **For B2B teams who need clarity first** This pathway is designed to identify what’s working, what’s not, and where LinkedIn fits into your broader B2B strategy. Services include: - [**LinkedIn Company Page Audit & Strategy**](https://b2bgrowthco.com/linkedin-company-page-audit-strategy/ "LinkedIn Company Page Audit & Strategy") - **[Power Hour LinkedIn Consulting](https://b2bgrowthco.com/power-hour-session/ "Power Hour LinkedIn Consulting")** **Outcome:** Clear priorities, practical direction, and a plan your team can actually execute. ## LinkedIn Training & Enablement **For teams that need capability and consistency** This pathway focuses on building internal skills, so your team can use LinkedIn confidently and effectively, without guesswork. Services include: - [**LinkedIn Company Page training**](https://b2bgrowthco.com/company-page-training/ "LinkedIn Company Page Training") - [**Employee advocacy and team enablement training**](https://b2bgrowthco.com/growth-masterclass/) **Outcome:** A team that understands how LinkedIn works, what to post, and how to support business goals. ## Done-for-You & Ongoing LinkedIn Support ### For teams who want expert execution This pathway is for organisations that want hands-on support — without outsourcing strategy or losing control. Services include: - [**LinkedIn Company Page Management**](https://b2bgrowthco.com/company-page-management/ "LinkedIn Company Page Management") - [**LinkedIn Profile Optimisation**](https://b2bgrowthco.com/linkedin-profile-writing/ "LinkedIn Profile Optimisation") - **Ongoing LinkedIn advisory support** **Outcome:** Strategic oversight, consistent execution, and confidence that LinkedIn is being handled properly. ## Not Sure Where To Start? You don’t need to decide on a service before we talk. The best place to begin is a free intro call, where we’ll: - Talk through your current LinkedIn challenges - Understand your team, goals and priorities - Recommend the most effective next step for your business There’s no obligation, just a practical conversation to help you move forward with clarity and confidence. [ Help Me Choose ](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) ## Why B2B Companies Choose B2B Growth Co We don’t teach generic LinkedIn tactics. Everything we do is grounded in B2B reality. - B2B-only focus (no consumer shortcuts) - Platform-led expertise, not trends - Proven frameworks that scale across teams - Practical application over theory - No hacks. No algorithm chasing. Our role is to help you use LinkedIn **properly** — in a way that supports your business, your people, and your long-term growth. ## Let's Talk It Through If LinkedIn feels important but a bit messy right now, you don’t need to have it all figured out. Start with a free intro call. We’ll talk through what’s happening, what’s getting in the way, and what would actually make a difference for your team. No prep. No pressure. Just a practical conversation to help you get clarity. [ Book a Free Intro Call ](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) ## Client Testimonials "Michelle is a LinkedIn superhero. Patient yet direct, supportive but informative. No judging, just good ole fashion guidance. Importantly, Michelle is authentic, to me that matters most. Thank you for working with me and my incredible team." ![Lina Goodman]() Lina GoodmanCEO, Tyre Stewardship Australia "I recently engaged Michelle to do some work with me, Wow! Michelle has a unique talent of understanding how to create personal and business brand alignment with social media cut through. Her own personal style and commitment to deliver adds to the magic she brings. I can not recommend her enough." ![Darlene Mattiske Wood]() Darlene Mattiske-WoodCEO, Australian Military Bank "Michelle's knowledge about company pages is second to none. We weren't making good use of ours and her advice has been spot on and in easy to understand, no jargon language. This lady knows her onions. Highly recommend. Hopefully the advice received so far is only the start of a journey working with Michelle." ![Sandra Lloyd]() Sandra LloydMarketing Manager, Koris365 "Awesome course from Michelle that took me through the real changes I can make to how I an be far more effective with my LinkedIn channel. Especially good for B2B businesses. Highly recommend." ![Scott Treloar]() Scott TreloarCIO, Noviscient "Michelle is our Linkedin whisperer. We managed to build a nice following on the platform over the years, but Michelle helped us unlock the full potential by optimizing profiles, sharing best practices, gently nudging us to focus on our strategy for the platform, and constantly being a cheerleader for our success. Linkedin can feel like a black box. Having someone, we can rely on to keep us on top of what's happening has been invaluable. A bonus is that her enthusiasm and positivity are contagious." ![Kelly Kovack]() Kelly KovackCEO, BeautyMatter "Michelle showed us how packed 2 hours could be 🙂 The training was so informative and fun. She also showed us why we must be out of our comfort zone. I definitely recommend the LinkedIn Foundation Masterclass if you are trying to grow your business but don't know where to start." ![Merve Samur]() Merve SamurCosmetic Formulator, The INCI Lab "I spent two hours with Michelle learning about how to maximise what Linked In can do for me without having to sacrifice authenticity, or too much time and effort. Time very well spent!" ![Joelle Goudsmit]() Joelle GoudsmitCEO, Dimension All Group "Michelle is great, she is very personable and knows LinkedIn. Michelle presents advice and guidance in an easy to understand and use way. I would highly recommend Michelle both professionally and as a person." ![Andrew Gordon]() Andrew GordonCEO, Revolutio ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) --- ### [LinkedIn Company Page Training for B2B Teams](https://b2bgrowthco.com/company-page-training/) **Published:** December 5, 2023 **Author:** michelle@b2bgrowthco.com **Excerpt:** LinkedIn Company Page training for admins who manage, optimise and publish on Company Pages and want clearer structure and better results. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # LinkedIn Company Page Admin Training ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## LinkedIn Company Page Admin Training ![Services-2](https://b2bgrowthco.com/wp-content/uploads/2023/12/Services-2.webp "Services-2 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## LinkedIn Company Page Admin Training Whether you’re a seasoned professional or new to the platform, our training unlocks the secrets to creating a magnetic Company Page that not only attracts, but also engages and retains a dedicated B2B audience. Dive into a learning experience that will transform your LinkedIn Company Page from a mere online presence into a thriving, interactive hub, pivotal in driving your business’s growth and success. [ Book an Intro Call ](/contact/) ## Build Your B2B Community Time to move on from a boring static Company Page that collects followers and transform it into a thriving B2B community that is a magnet for industry leaders, decision-makers and ideal client opportunities. ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## B2B Community Builder ![B2BGCo-Illustrations-_Training](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Training-1024x700.webp "B2BGCo-Illustrations-_Training - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## B2B Community Builder ##### **What’s Included?** - **One-on-One Learning Experience**: Tailored, in-depth sessions with ample time for queries ensure a learning experience that caters specifically to your unique challenges and goals.​ - **BONUS Workbook** – this is your step-by-step playbook to follow that allows you to focus and get the most out of the Masterclass. - **Post Training Support** – two weeks of Q&A support available via email or direct messaging to answer any questions that might come up after the training. - Signed copy of ***Business Gold: Build Awareness, Authority and Advantage with LinkedIn Company Pages*** [ Book an Intro Call ](/contact/) ## Lead Your Industry From the Front ![B2BGCo-Illustrations-_Hero-White](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Hero-White.svg "B2BGCo-Illustrations-_Hero-White - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Brand Trust Use thought leadership content to highlight your industry expertise. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Brand Awareness Optimise your Page set-up and increase your Page followers. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Demand Generation Stay top of mind and win more business opportunities. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Community Engagement Strategically create an industry-based B2B community. [ Book an Intro Call ](/contact/) ## FAQ's Who should attend LinkedIn Company Page Admin Training? Ideal for social media managers, company page admins, and individual business owners who are already familiar with LinkedIn and basic marketing principles. It’s perfect for those looking to deepen their expertise and effectiveness on the platform. What prior knowledge is required for this training? Attendees should have a reasonable understanding of LinkedIn and general marketing concepts. If you’re new to LinkedIn, we recommend starting with our ‘LinkedIn for B2B G.R.O.W.T.H Masterclass’ first. What topics are covered in the LinkedIn Company Page Admin Training? Key topics include strategic content creation, audience engagement, brand positioning, leveraging LinkedIn’s analytics, and the latest features and best practices for Company Pages. How long is the LinkedIn Company Page Admin Training? The training goes for 2-2.5 hours depending on the number of attendees and questions asked. Can this training be customised for specific industries or company sizes? The content applies across industries and company sizes. However, we can tailor the training to suit the specific needs of your industry and company size, ensuring the content is highly relevant and immediately applicable. Is there any follow-up support available after the training? We offer post-training support to help you implement what you’ve learned and to address any subsequent questions or challenges that may arise. This is for two weeks after the training is completed. If you would like further help ask about our Support Bank Hours. How can I enroll in the LinkedIn Company Page Admin Training? Enrollment is easy. Just click on ‘Book an Intro Call’ button on our website to book in a time to meet with Michelle and ask any questions and ensure this is the right training for your business. What benefits can I expect from completing this training? Post-training, you’ll be equipped with advanced skills to manage your LinkedIn Company Page more effectively, leading to increased visibility, engagement, and potentially, business opportunities. ## Client Testimonials Would highly recommend Michelle’s LinkedIn Company Pages training. She really knows her stuff and gave me so many useful insights into the LinkedIn algorithm, company page content strategy, and how to get that all-important engagement. She provided clear action points for me and my colleagues to work on and she has improved my confidence and understanding around LinkedIn tenfold. Thanks so much Michelle! ![Mary Liversidge](https://b2bgrowthco.com/wp-content/uploads/2023/12/Mary-Liversidge.webp) Mary LiversidgeMarketing Executive I'm delighted to recommend Michelle as THE expert on LinkedIn Company Pages. Her understanding of the platform is unparalleled, and her ability to help companies benefit from it is nothing short of remarkable. Michelle's knowledge of how company pages can positively impact your website's SEO and overall business credibility is truly impressive. Her insights on the subject are invaluable, and her strategies have helped countless businesses achieve tremendous success. But what truly sets Michelle apart is her passion for what she does. She approaches her work with enthusiasm and dedication, and her commitment to helping her clients achieve their goals is truly inspiring. ![NEAL VEGLIO](https://b2bgrowthco.com/wp-content/uploads/2023/12/NEAL-VEGLIO.webp) Neal VeglioFounder - Podknows Podcasting Michelle really knows her stuff when it comes to LinkedIn! Her training was super practical, breaking everything down into easy steps we could follow. We've already noticed a bump in our LinkedIn Page engagement thanks to her training! ![Saadiq Samodien - Top Employers Institute](https://b2bgrowthco.com/wp-content/uploads/2025/12/Saadiq.webp) Saadiq SamodienTop Employers Institute - Reional Marketing Manager Michelle gives so much information away for free across all platforms but I took the plunge and booked her LinkedIn Pages B2B Community Builder Masterclass. I wanted to know more about how to leverage the company page to create more engagement with the right audience AND I was super reluctant about being active on my own profile. I needed the push/shove in the right direction. The Masterclass was definitely worth it - one on one with Michelle and plenty of time to ask to questions along the way. I learnt so much more and she gave great tips that relate specifically to my company page. It’s all practical advice and not another pointless course that you don’t get any value from (we’ve all been on courses like that). Michelle teaches how to achieve results with organic posts so she’s not banging on about spending money on ads or boosting posts…the Masterclass is only selling good practical advice that you can use right now. I walked away more motivated to put what I learnt into practice and while I have a lot of planning and ongoing work to do, LinkedIn is where our customers are so it’s important it gets used properly. There was a downside to the Masterclass, in that the time flew…because it was so dang interesting. ![Rachel Hewitt](https://b2bgrowthco.com/wp-content/uploads/2025/06/Rachel-Hewitt.webp) Rachel HewittLightwire Solutions - Senior Marketer [ Book an Intro Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### BUSINESS GOLD: Build Awareness, Authority and Advantage with LinkedIn Company Pages International Best Seller **Business Gold** is the world’s first book dedicated to the undiscovered goldmine of LinkedIn Pages. **Business Gold** explains how you can take advantage to promote your brand, generate leads and gain the edge over your competition. From why you should take pages seriously to examples of Company Page excellence, this book takes you through the process of setting up your LinkedIn Company Page and how to leverage it in your marketing. Second edition launched November 2023. [ Buy Your Copy ](https://getbook.at/BusinessGold) ![BUSINESS-GOLD-Build Awareness, Authority and Advantage with LinkedIn Company Pages](https://b2bgrowthco.com/wp-content/uploads/2023/12/BUSINESS-GOLD-Second-EditioneBook-683x1024.webp "BUSINESS-GOLD-Build Awareness, Authority and Advantage with LinkedIn Company Pages - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [Media, Press and Speaking Enquiries](https://b2bgrowthco.com/media-pr/) **Published:** December 5, 2023 **Author:** antoni@crescospec.com **Excerpt:** A collection of media coverage and PR featuring Michelle J Raymond, highlighting her expertise in B2B marketing, LinkedIn strategy and Company Page growth. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Media & PR ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Publications, Podcasts, Interviews, Media Mentions & More We proudly showcase the remarkable expertise of Michelle J Raymond, a globally acclaimed LinkedIn B2B authority. With an impressive track record of success and recognition from peers worldwide, Michelle stands at the forefront of LinkedIn B2B strategies. Her insights and strategies are not just theoretical; they are proven, practical, and powerful tools for transforming business interactions and fostering growth on LinkedIn. ## LinkedIn Expert Guest Podcast Interviews [ ![Strategy Talks Podcast](https://b2bgrowthco.com/wp-content/uploads/2025/06/Strategy-Talks-Podcast.webp "Strategy Talks Podcast - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://open.spotify.com/episode/61MtJ7uHEqYQRuzZEDauiv?si=RLDvO4odSLi9fwGPofypDA) ## [LinkedIn Page Strategies](https://open.spotify.com/episode/61MtJ7uHEqYQRuzZEDauiv?si=RLDvO4odSLi9fwGPofypDA) [ ![The Futur with Chris Do - Michelle J Raymond Expert Guest](https://b2bgrowthco.com/wp-content/uploads/2025/06/The-Futur-with-Chris-Do.webp "The Futur with Chris Do - Michelle J Raymond Expert Guest - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.thefutur.com/content/linkedins-untapped-business-potential---with-michelle-j-raymond) ## [LinkedIn's Untapped Business Potential](https://www.thefutur.com/content/linkedins-untapped-business-potential---with-michelle-j-raymond) [ ![Attributed - Dreamdata podcast - LinkedIn Expert MIchelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2025/06/Attributed-Dreamdata-podcast.webp "Attributed - Dreamdata podcast - LinkedIn Expert MIchelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://podcasts.apple.com/dk/podcast/michelle-j-raymond-linkedin-company-page-growth-unlocked/id1654465465?i=1000668835759) ## [Michelle J Raymond: LinkedIn Company Page Unlocked](https://podcasts.apple.com/dk/podcast/michelle-j-raymond-linkedin-company-page-growth-unlocked/id1654465465?i=1000668835759) [ ![The Marketing Meeting Podcast](https://b2bgrowthco.com/wp-content/uploads/2025/06/The-Marketing-Meeting.webp "The Marketing Meeting Podcast - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://open.spotify.com/episode/6CY6HYPUurFzv9PFO4KNCT?si=N-i_CH9SS0OysKjJx4IZ2g) ## [Finding LinkedIn Success in the Gen Z Era](https://open.spotify.com/episode/6CY6HYPUurFzv9PFO4KNCT?si=N-i_CH9SS0OysKjJx4IZ2g) [ ![SOCIAL MEDIA MARKETING MIKE STELZNER PODCAST](https://b2bgrowthco.com/wp-content/uploads/2023/12/SOCIAL-MEDIA-MARKETING-MIKE-STELZNER.jpg "SOCIAL MEDIA MARKETING MIKE STELZNER PODCAST - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://open.spotify.com/episode/7Fb5x3taMRBc5SpdIMwWAG?si=36fb0f546c0840bd) ## Succeeding with LinkedIn Company Pages [ ![The Internal Marketing Podcast Promo Flyer - Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-Internal-Marketing-Podcast-Promo-Flyer-Michelle-J-Raymond-1024x1024.webp "The Internal Marketing Podcast Promo Flyer - Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://the-internal-marketing-podcast.simplecast.com/episodes/episode-32-how-to-build-a-winning-company-page-on-linkedin-with-michelle-j-raymond) ## [How to Build a Winning Company Page on LinkedIn](https://the-internal-marketing-podcast.simplecast.com/episodes/episode-32-how-to-build-a-winning-company-page-on-linkedin-with-michelle-j-raymond) [ ![REPUTATION REVOLUTION PODCAST WITH TREVOR YOUNG](https://b2bgrowthco.com/wp-content/uploads/2023/12/REPUTATION-REVOLUTION-WITH-TREVOR-YOUNG.webp "REPUTATION REVOLUTION PODCAST WITH TREVOR YOUNG - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://open.spotify.com/episode/34fBF5kYg6XzVx4wyeVK8x?si=FfT8a-MORBCkeraTjISB4Q&nd=1) ## [The Power of Two to Build Your Brand on LinkedIn](https://open.spotify.com/episode/34fBF5kYg6XzVx4wyeVK8x?si=FfT8a-MORBCkeraTjISB4Q&nd=1) [ ![The Marketing Meetup Podcast](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-Marketing-meetup-podcast.webp "The Marketing Meetup Podcast - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://open.spotify.com/episode/2HMuHtGQhYt3ck9viFDF7Z?si=xMcg3dOfT1i5oaU1YZw-eg) ## [How to Build Your Profile on LinkedIn - Company and Personal Profiles](https://open.spotify.com/episode/2HMuHtGQhYt3ck9viFDF7Z?si=xMcg3dOfT1i5oaU1YZw-eg) ## LinkedIn Expert List Mentions [ ![100 B2B Marketing and Growth LinkedIn Creators](https://b2bgrowthco.com/wp-content/uploads/2023/12/100-B2B-Marketing-and-Growth-LinkedIn-Creators.webp "100 B2B Marketing and Growth LinkedIn Creators - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://airtable.com/appfZ9qctUxhd6TA8/shr01z0AiUNHna7gA/tblmkZ8HU4ukLJUXA/viwXIA3IRUlutJ55H?blocks=hide) ## [100 B2B Marketing & Growth LinkedIn Creators](https://airtable.com/appfZ9qctUxhd6TA8/shr01z0AiUNHna7gA/tblmkZ8HU4ukLJUXA/viwXIA3IRUlutJ55H?blocks=hide) ![Top-LinkedIn-Experts-In-Sydney-In-2023](https://b2bgrowthco.com/wp-content/uploads/2023/12/Top-LinkedIn-Experts-In-Sydney-In-2023-1024x576.webp "Top-LinkedIn-Experts-In-Sydney-In-2023 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## [Top 15 LinkedIn Experts Sydney](https://influencedigest.com/top-linkedin-experts/top-linkedin-experts-sydney-2023/) ![Top 50 LinkedIn Experts](https://b2bgrowthco.com/wp-content/uploads/2023/12/Top-50-LinkedIn-Experts-1024x576.webp "Top 50 LinkedIn Experts - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## [Top 50 LinkedIn Index Experts International](https://www.linkedin.com/pulse/top-50-linkedin-index-experts-international-2022-2023-baschi-sale/?trackingId=otd6sgZIQ5mWtsqXlRBjnQ%3D%3D) ![Friday Shout John Espirian](https://b2bgrowthco.com/wp-content/uploads/2023/12/Friday-Shout-John-Espirian.webp "Friday Shout John Espirian - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## [Friday Shout - John Espirian](https://espirian.co.uk/friday/) ## Feature Articles ![Case Study Metricool - Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2025/06/Case-Study-Metricool-Michelle-J-Raymond-1024x470.webp "Case Study Metricool - Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## [\[Case Study\] LinkedIn Pages Expert Michelle J Raymond](https://metricool.com/linkedin-expert-michelle-j-raymond-interview/) [ ![9 Strategies for Building Strong B2B Customer Relationships - B2B Marketer](https://b2bgrowthco.com/wp-content/uploads/2025/06/9-Strategies-for-Building-Strong-B2B-Customer-Relationships-B2B-Marketer-1024x583.webp "9 Strategies for Building Strong B2B Customer Relationships - B2B Marketer - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bmarketer.io/qa/9-strategies-for-building-strong-b2b-customer-relationships/) ## [9 Strategies for Bulding Strong B2B Customer Relationships](https://b2bmarketer.io/qa/9-strategies-for-building-strong-b2b-customer-relationships/) [ ![LinkedIn Company Page Straategies - Social Media Examiner](https://b2bgrowthco.com/wp-content/uploads/2025/06/LinkedIn-Company-Page-Straategies-Social-Media-Examiner-1024x576.webp "LinkedIn Company Page Straategies - Social Media Examiner - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.socialmediaexaminer.com/linkedin-company-page-strategies-for-2025-and-beyond/) ## [LinkedIn Company Page Strategies for 2025 & Beyond](https://www.socialmediaexaminer.com/linkedin-company-page-strategies-for-2025-and-beyond/) [ ![linkedin-company-pages-michelle-j-raymond-social-media-examiner](https://b2bgrowthco.com/wp-content/uploads/2025/06/linkedin-company-pages-michelle-j-raymond-social-media-examiner-1024x536.webp "linkedin-company-pages-michelle-j-raymond-social-media-examiner - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.socialmediaexaminer.com/succeeding-with-linkedin-company-pages/?utm_source=LinkedIn&utm_medium=LinkedInPage&utm_campaign=sme23-week3-thu) ## [Succeeding with LinkedIn Company Pages](https://www.socialmediaexaminer.com/succeeding-with-linkedin-company-pages/?utm_source=LinkedIn&utm_medium=LinkedInPage&utm_campaign=sme23-week3-thu) ![TCCS-BLOG-Melissa-Gerke-LinkedIn-Company-page](https://b2bgrowthco.com/wp-content/uploads/2023/12/TCCS-BLOG-Melissa-Gerke-LinkedIn-Company-page.webp "TCCS-BLOG-Melissa-Gerke-LinkedIn-Company-page - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## [Why Every Copywriter Needs a LinkedIn Company Page](https://www.clevercopywritingschool.com/why-every-copywriter-needs-a-linkedin-company-page/) ![Stuff.co.nz Why small business onwers need a linkedin profile](https://b2bgrowthco.com/wp-content/uploads/2023/12/Stuff.co_.nz-Why-small-business-onwers-need-a-linkedin-profile-1024x576.webp "Stuff.co.nz Why small business onwers need a linkedin profile - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## [Why Small Business Owners Need a LinkedIn Profile](https://www.stuff.co.nz/business/prosper/advice/300441792/why-small-business-owners-need-a-linkedin-profile) [ ![Social Media Today New Events](https://b2bgrowthco.com/wp-content/uploads/2023/12/Social-Media-Today.webp "Social Media Today New Events - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://www.socialmediatoday.com/news/linkedin-adds-new-event-engagement-options-simplified-repost-process/625742/?utm_source=Sailthru&utm_medium=email&utm_campaign=Issue:%202022-06-21%20Social%20Media%20Today%20Newsletter%20%5Bissue:42569%5D&utm_term=Social%20Media%20Today) ## LinkedIn Adds New Event Engagement options [ ![The Marketing meetup podcast](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-Marketing-meetup-podcast-2.webp "The Marketing meetup podcast - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://themarketingmeetup.com/events/building-your-profile-on-linkedin-company-and-personal-pages-lea-turner-and-michelle-raymond/?utm_medium=email&_hsmi=69306788&_hsenc=p2ANqtz-9ktnWS81g5ibhWC_-B9NodQE8G4cOo0ET-sbFIn_xt_sCVMfGo2ODCGzIYI9vIingDJuD06usDrxnd3I07Y1XBZ-iCP4B_eoYXdjyvjg2vKF95_0o&utm_content=69306788&utm_source=hs_email) ## Building Your Profile on LinkedIn. Company and Personal Pages ## Video Interviews ![YouTube player](https://i.ytimg.com/vi/zaU_afMOAaI/maxresdefault.jpg) [![subscribe](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/play-subscribe.png)Subscribe to my channel](https://www.youtube.com/@MichelleJRaymond?sub_confirmation=1) « Prev 1 / 4 Next » ![loading](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/gallery-page-loader.gif) ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) LinkedIn Expert Reveals How To Make Your Business Brand STAND OUT w/ Michelle J. Raymond ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) Why Human Brands Still Win on LinkedIn | @MichelleJRaymond ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) 6 Tips to Grow Your LinkedIn Presence ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) Succeeding With LinkedIn Company Pages ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) Proven LinkedIn Page Strategies To Gain Visibility, with Michelle J Raymond ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) How to Build a Winning LinkedIn Company Page with Michelle J Raymond ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) The Power Of LinkedIn Company Pages ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) LinkedIn Strategy: What Businesses Need to Know ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) LinkedIn Branding for Marketing Agency Owners ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) Michelle J. Raymond: LinkedIn Company Page Growth Unlocked ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) Social Media for B2B Growth podcast, host Michelle J Raymond #podcast #podcastrecommendations #b2b ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) Writing Without Borders – How 2 Books Spanned 3 Countries ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) Writing Without Borders: How 2 Books Spanned 3 Countries with Michelle J Raymond ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) Michelle J. Raymond: LinkedIn Company Page Growth Unlocked « Prev 1 / 4 Next » ![loading](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/gallery-page-loader.gif) --- ### [LinkedIn Growth Videos by Michelle J Raymond](https://b2bgrowthco.com/b2bgrowthco-youtube/) **Published:** December 6, 2023 **Author:** antoni@crescospec.com **Excerpt:** LinkedIn video lessons and strategies for B2B marketing, Company Page growth and LinkedIn optimisation on the B2B Growth Co YouTube channel Michelle J Raymond. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Learn More On YouTube ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Learn More On YouTube ![Learn-with-us-2](https://b2bgrowthco.com/wp-content/uploads/2023/12/Learn-with-us-2.webp "Learn-with-us-2 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## LinkedIn Mini Lessons Stay up to date with the latest LinkedIn features, strategies and tips to attract opportunities with LinkedIn expert and Company Page specialist Michelle J Raymond. Our channel [@MichelleJRaymond](https://www.youtube.com/@MichelleJRaymond) content will show you how you can use LinkedIn for – - Building your company brand and employee personal brands - Attract new B2B business opportunities - Demand Generation - Attracting top talent - Reduce the cost of LinkedIn paid strategies [ Watch Now ](https://www.youtube.com/@MichelleJRaymond) ![YouTube player](https://i.ytimg.com/vi/CF757qG2YpU/maxresdefault.jpg) [![subscribe](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/play-subscribe.png)Subscribe to my channel](https://www.youtube.com/@MichelleJRaymond?sub_confirmation=1) « Prev 1 / 3 Next » ![loading](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/gallery-page-loader.gif) ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) The New Company Page Strategy That's Changing LinkedIn ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) The LinkedIn Company Page Fix Every B2B Company Needs ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) LinkedIn Company Page Confidence Check | What You're Doing Wrong ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) She Grew a LinkedIn Company Page to 500k Followers in 2 Years — Here's How ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) B2B Growth Secrets: Why Your LinkedIn Company Page is Your Most Valuable Asset | Plugged In Podcast ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) The Real Reason Your LinkedIn Company Page Has No Reach ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) LinkedIn Company Page Mistakes Companies Make Every Week ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) The LinkedIn Company Page Strategy That Gets Real Results ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) Most B2B Brands Are Using LinkedIn Company Pages Wrong ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) LinkedIn 2026: Declining Company Page Reach? Try This Instead ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) How to Grow Your LinkedIn Company Page by Reverse Engineering What Works ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) Company Page Admins Are Doing This Wrong on LinkedIn ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) How To Add Featured Content to Your LinkedIn Company Page (2025) ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) LinkedIn Invitations: The Growth Shortcut Everyone Missed ![play](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/playhover.png) LinkedIn Company Pages Can Follow Other Company Pages (2024) « Prev 1 / 3 Next » ![loading](https://b2bgrowthco.com/wp-content/plugins/youtube-embed-plus/images/gallery-page-loader.gif) --- ### [LinkedIn Growth Blog for B2B Marketers & Leaders](https://b2bgrowthco.com/blog-posts/) **Published:** December 6, 2023 **Author:** antoni@crescospec.com **Excerpt:** Actionable B2B marketing articles focused on content, strategy and Company Page performance — with practical insights for marketers using LinkedIn as a growth channel. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Blog Posts​ ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") Search [ ![OTTERLYAI REVIEW - MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/07/OTTERLYAI-REVIEW-MICHELLE-J-RAYMOND.webp "OTTERLYAI REVIEW - MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-content-cited-by-ai/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [Employee Advocacy](https://b2bgrowthco.com/category/employee-advocacy/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Strategy](https://b2bgrowthco.com/category/linkedin-strategy/), [LinkedIn Tips](https://b2bgrowthco.com/category/linkedin-tips/) # [Is Your LinkedIn Content Being Cited by AI?](https://b2bgrowthco.com/linkedin-content-cited-by-ai/) [ ![HIGH PERFORMING LINKEDIN TEAM - MICHELLE J RAYMOND - B2B GROWTH CO](https://b2bgrowthco.com/wp-content/uploads/2026/07/HIGH-PERFORMING-LINKEDIN-TEAM-MICHELLE-J-RAYMOND-B2B-GROWTH-CO.avif "HIGH PERFORMING LINKEDIN TEAM - MICHELLE J RAYMOND - B2B GROWTH CO - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/high-performing-linkedin-teams/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [Employee Advocacy](https://b2bgrowthco.com/category/employee-advocacy/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Strategy](https://b2bgrowthco.com/category/linkedin-strategy/), [LinkedIn Tips](https://b2bgrowthco.com/category/linkedin-tips/) # [High-Performing LinkedIn Teams for B2B Organisations](https://b2bgrowthco.com/high-performing-linkedin-teams/) [ ![VIDEO STREAMING TESTS BY MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2026/07/VIDEO-STREAMING-TESTS-BY-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT.webp "VIDEO STREAMING TESTS BY MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/streamyard-alternatives-video-podcasts/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/) # [StreamYard Alternatives for Video Podcasts: 4 Tools Tested](https://b2bgrowthco.com/streamyard-alternatives-video-podcasts/) [ ![Smiling woman with glasses on a bright pink background; large 'SET UP FOR BUYERS' banner and a LinkedIn company page mockup beside her.](https://b2bgrowthco.com/wp-content/uploads/2026/07/231.webp "Is Your LinkedIn Company Page Set Up for Buyers? Michelle J Raymond LinkedIn Expert - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-set-up-for-buyers/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [Employee Advocacy](https://b2bgrowthco.com/category/employee-advocacy/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Company Pages](https://b2bgrowthco.com/category/linkedin-company-pages/), [LinkedIn Strategy](https://b2bgrowthco.com/category/linkedin-strategy/), [LinkedIn Tips](https://b2bgrowthco.com/category/linkedin-tips/) # [Is Your LinkedIn Company Page Set Up for Buyers?](https://b2bgrowthco.com/linkedin-company-page-set-up-for-buyers/) [ ![Bold thumbnail: 'YOUR PAGE NEEDS PEOPLE' on black; smiling person in blue polo on the right; bar 'B2B LinkedIn Strategy' with LinkedIn icon.](https://b2bgrowthco.com/wp-content/uploads/2026/07/YOUR-PAGE-NEEDS-PEOPLE-MICHELLE-J-RAYMOND-B2B-GROWTH-CO.webp "YOUR PAGE NEEDS PEOPLE - MICHELLE J RAYMOND - B2B GROWTH CO - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-strategy-b2b-marketing-teams/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Company Pages](https://b2bgrowthco.com/category/linkedin-company-pages/), [LinkedIn Strategy](https://b2bgrowthco.com/category/linkedin-strategy/) # [LinkedIn Strategy for B2B Teams: Pages + People](https://b2bgrowthco.com/linkedin-strategy-b2b-marketing-teams/) [ ![WHY POSTING MORE WONT FIX YOUR LINKEDIN COMPANY PAGE LINKEDIN EXPERT MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/06/FOR-THIS-PODCAST-WHY-POSTING-MORE-WONT-FIX-YOUR-LINKEDIN-COMPANY-PAGE-LINKEDIN-EXPERT-MICHELLE-J-RAYMOND.avif "WHY POSTING MORE WONT FIX YOUR LINKEDIN COMPANY PAGE LINKEDIN EXPERT MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/why-posting-more-wont-fix-your-linkedin-company-page/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [Employee Advocacy](https://b2bgrowthco.com/category/employee-advocacy/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Company Pages](https://b2bgrowthco.com/category/linkedin-company-pages/), [LinkedIn Strategy](https://b2bgrowthco.com/category/linkedin-strategy/), [LinkedIn Tips](https://b2bgrowthco.com/category/linkedin-tips/) # [Why Posting More Won’t Fix Your LinkedIn Company Page](https://b2bgrowthco.com/why-posting-more-wont-fix-your-linkedin-company-page/) [ ![LinkedIn newsletter best practices Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2026/06/229-DONT-START-A-LINKEDIN-NEWSLETTER-MICHELLE-J-RAYMOND-B2B-GROWTH-CO.avif "LinkedIn newsletter best practices Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-newsletters-b2b-gold-rush-backfiring/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [Employee Advocacy](https://b2bgrowthco.com/category/employee-advocacy/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Company Pages](https://b2bgrowthco.com/category/linkedin-company-pages/), [LinkedIn Strategy](https://b2bgrowthco.com/category/linkedin-strategy/), [LinkedIn Tips](https://b2bgrowthco.com/category/linkedin-tips/) # [LinkedIn Newsletters: Why the Gold Rush Is Backfiring (and How to Get Yours Right)](https://b2bgrowthco.com/linkedin-newsletters-b2b-gold-rush-backfiring/) [ ![10 SECOND RULE - LINKEDIN COMPANY PAGES THUMBNAIL - MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/06/10-SECOND-RULE-LINKEDIN-COMPANY-PAGES-THUMBNAIL-MICHELLE-J-RAYMOND.webp "10 SECOND RULE - LINKEDIN COMPANY PAGES THUMBNAIL - MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-10-second-test/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Company Pages](https://b2bgrowthco.com/category/linkedin-company-pages/), [LinkedIn Strategy](https://b2bgrowthco.com/category/linkedin-strategy/) # [How to Make Your LinkedIn Company Page Clearer to B2B Buyers](https://b2bgrowthco.com/linkedin-company-page-10-second-test/) [ ![1-1-1 LINKEDIN CONTENT FOR COMPANY PAGES - MICHELLE J RAYMOND - B2B GROWTH CO](https://b2bgrowthco.com/wp-content/uploads/2026/06/1-1-1-LINKEDIN-CONTENT-FOR-COMPANY-PAGES-MICHELLE-J-RAYMOND-B2B-GROWTH-CO.avif "1-1-1 LINKEDIN CONTENT FOR COMPANY PAGES - 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B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/500k-followers-later-what-actually-grew-this-linkedin-company-page/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [Employee Advocacy](https://b2bgrowthco.com/category/employee-advocacy/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Company Pages](https://b2bgrowthco.com/category/linkedin-company-pages/), [LinkedIn Strategy](https://b2bgrowthco.com/category/linkedin-strategy/), [LinkedIn Tips](https://b2bgrowthco.com/category/linkedin-tips/) # [500K Followers Later: What Actually Grew This LinkedIn Page](https://b2bgrowthco.com/500k-followers-later-what-actually-grew-this-linkedin-company-page/) [ ![What Actually Matters in B2B Marketing Right Now (SMMW26 Recap) Michelle J Raymond LinkedIn expert](https://b2bgrowthco.com/wp-content/uploads/2026/05/223.webp "What Actually Matters in B2B Marketing Right Now (SMMW26 Recap) Michelle J Raymond LinkedIn expert - 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Marketers Did.](https://b2bgrowthco.com/linkedins-algorithm-didnt-kill-company-pages-marketers-did/) [ ![Stop Wasting Content LinkedIn & B2B Marketing Mistakes Michelle J Raymond LinkedIn Expert](https://b2bgrowthco.com/wp-content/uploads/2026/04/221.webp "Stop Wasting Content LinkedIn & B2B Marketing Mistakes Michelle J Raymond LinkedIn Expert - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/stop-wasting-content-linkedin-and-b2b-marketing-mistakes/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [Content Creation](https://b2bgrowthco.com/category/content-creation/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Company Pages](https://b2bgrowthco.com/category/linkedin-company-pages/), [LinkedIn Strategy](https://b2bgrowthco.com/category/linkedin-strategy/), [LinkedIn Tips](https://b2bgrowthco.com/category/linkedin-tips/) # [Stop Wasting Content: LinkedIn & B2B Marketing Mistakes](https://b2bgrowthco.com/stop-wasting-content-linkedin-and-b2b-marketing-mistakes/) [ ![FIX YOUR LINKEDIN PROFILE MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2026/04/219.webp "FIX YOUR LINKEDIN PROFILE MICHELLE J RAYMOND LINKEDIN EXPERT - 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B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/newsletters-everywhere-linkedin-email-substack/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [Content Creation](https://b2bgrowthco.com/category/content-creation/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Tips](https://b2bgrowthco.com/category/linkedin-tips/), [Newsletters](https://b2bgrowthco.com/category/content-creation/newsletters/) # [LinkedIn + Email + Substack Newsletters — A Guide for B2B Growth](https://b2bgrowthco.com/newsletters-everywhere-linkedin-email-substack/) [ ![](https://b2bgrowthco.com/wp-content/uploads/2025/08/191_2.webp "LINKEDIN DMs PEOPLE REPLY TO MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/sell-more-by-writing-better-linkedin-dms-people-want-to-read/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [Content Creation](https://b2bgrowthco.com/category/content-creation/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Tips](https://b2bgrowthco.com/category/linkedin-tips/) # [Sell More By Writing Better LinkedIn DMs People Want To Read](https://b2bgrowthco.com/sell-more-by-writing-better-linkedin-dms-people-want-to-read/) [ ![HOW TO USE AI AND AUTOMATION ON LINKEDIN - 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MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/how-to-build-a-b2b-brand-buyers-remember/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [Branding](https://b2bgrowthco.com/category/branding/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Company Pages](https://b2bgrowthco.com/category/linkedin-company-pages/) # [How To Build a B2B Brand Buyers Remember](https://b2bgrowthco.com/how-to-build-a-b2b-brand-buyers-remember/) [ ![REVERSE ENGINEER LINKEDIN COMPANY PAGE SUCCESS MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2025/08/REVERSE-ENGINEER-LINKEDIN-COMPANY-PAGE-SUCCESS-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-BANNER.webp "REVERSE ENGINEER LINKEDIN COMPANY PAGE SUCCESS MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/reverse-engineer-linkedin-company-page-success-without-becoming-a-copycat/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Company Pages](https://b2bgrowthco.com/category/linkedin-company-pages/), [LinkedIn Strategy](https://b2bgrowthco.com/category/linkedin-strategy/) # [How to Reverse-Engineer LinkedIn Company Page Success (Without Becoming a Copycat)](https://b2bgrowthco.com/reverse-engineer-linkedin-company-page-success-without-becoming-a-copycat/) [ ![LinkedIn Pages Arent Dead Banner Michelle J Raymond LinkedIn expert](https://b2bgrowthco.com/wp-content/uploads/2025/07/LinkedIn-Pages-Arent-Dead-Banner.webp "LinkedIn Pages Arent Dead Banner Michelle J Raymond LinkedIn expert - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/the-new-linkedin-strategy-every-b2b-brand-needs/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Company Pages](https://b2bgrowthco.com/category/linkedin-company-pages/), [LinkedIn Tips](https://b2bgrowthco.com/category/linkedin-tips/) # [The New LinkedIn Strategy Every B2B Brand Needs](https://b2bgrowthco.com/the-new-linkedin-strategy-every-b2b-brand-needs/) [ ![LinkedIn New Strategy Michelle J Raymond LinkedIn expert BANNER](https://b2bgrowthco.com/wp-content/uploads/2025/07/LinkedIn-New-Strategy-Michelle-J-Raymond-LinkedIn-expert-BANNER.webp "LinkedIn New Strategy Michelle J Raymond LinkedIn expert BANNER - 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Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [Content Creation](https://b2bgrowthco.com/category/content-creation/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Tips](https://b2bgrowthco.com/category/linkedin-tips/) # [Stop Panicking About the LinkedIn Algorithm. 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Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [Content Creation](https://b2bgrowthco.com/category/content-creation/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Tips](https://b2bgrowthco.com/category/linkedin-tips/) # [LinkedIn Sales Posts for B2B Marketers: A Practical, Non-Cringe Playbook](https://b2bgrowthco.com/the-non-cringe-guide-to-writing-linkedin-sales-posts/) [ ![What Happens after 14 days BANNER](https://b2bgrowthco.com/wp-content/uploads/2025/06/What-Happens-after-14-days-BANNER.webp "What Happens after 14 days BANNER - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/what-really-happens-when-you-take-a-break-from-linkedin/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Tips](https://b2bgrowthco.com/category/linkedin-tips/) # [What REALLY Happens When You Take a Break from LinkedIn?](https://b2bgrowthco.com/what-really-happens-when-you-take-a-break-from-linkedin/) [ ![STOP PLAYING IT SAFE - 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Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [Content Creation](https://b2bgrowthco.com/category/content-creation/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Tips](https://b2bgrowthco.com/category/linkedin-tips/) # [Where LinkedIn Video Fits in a B2B Content Strategy](https://b2bgrowthco.com/i-was-wrong-about-linkedin-video-it-actually-works-for-b2b-marketing/) [ ![173 WHY NO ONE ENGAGES WITH YOUR LINKEDIN CONTENT](https://b2bgrowthco.com/wp-content/uploads/2024/10/WHY-NO-ONE-ENGAGES-BANNER.webp "173 WHY NO ONE ENGAGES WITH YOUR LINKEDIN CONTENT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/why-no-one-engages-with-your-linkedin-content/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [Content Creation](https://b2bgrowthco.com/category/content-creation/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Tips](https://b2bgrowthco.com/category/linkedin-tips/) # [Why No One Engages with Your LinkedIn Content — And How to Get More Impressions](https://b2bgrowthco.com/why-no-one-engages-with-your-linkedin-content/) [ ![WHAT CONTENT WORKS 2025](https://b2bgrowthco.com/wp-content/uploads/2024/10/WHAT-CONTENT-WORKS-2025-1.webp "WHAT CONTENT WORKS 2025 - 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B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-just-made-employee-advocacy-harder-for-2025/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Tips](https://b2bgrowthco.com/category/linkedin-tips/) # [What B2B Teams Should Do Now That LinkedIn Made Advocacy Harder](https://b2bgrowthco.com/linkedin-just-made-employee-advocacy-harder-for-2025/) [ ![The Cost of Boring Content Banner](https://b2bgrowthco.com/wp-content/uploads/2024/10/The-Cost-of-Boring-Content-Banner.webp "The Cost of Boring Content Banner - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/the-cost-of-boring-how-b2b-brands-can-win-on-linkedin-in-2025/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Tips](https://b2bgrowthco.com/category/linkedin-tips/) # [Why B2B LinkedIn Content Needs Energy in 2025 — And How to Create It](https://b2bgrowthco.com/the-cost-of-boring-how-b2b-brands-can-win-on-linkedin-in-2025/) [ ![Linkedin Company Page Verification](https://b2bgrowthco.com/wp-content/uploads/2024/04/Linkedin-Company-Page-Verification.webp "Linkedin Company Page Verification - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-page-verification/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [LinkedIn Company Pages](https://b2bgrowthco.com/category/linkedin-company-pages/) # [How to Verify Your LinkedIn Company Page: A Step-by-Step Guide](https://b2bgrowthco.com/linkedin-page-verification/) [ ![LINKEDIN LEAD KILLERS](https://b2bgrowthco.com/wp-content/uploads/2024/09/LINKEDIN-KILLERS.webp "LINKEDIN LEAD KILLERS - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/10-mistakes-killing-your-lead-generation-on-linkedin/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Tips](https://b2bgrowthco.com/category/linkedin-tips/) # [10 Mistakes Killing Your Lead Generation on LinkedIn (And How to Fix Them)](https://b2bgrowthco.com/10-mistakes-killing-your-lead-generation-on-linkedin/) [ ![what-actually-works-on-linkedin-b2b-marketing-strategy-2026](https://b2bgrowthco.com/wp-content/uploads/2024/09/what-actually-works-on-linkedin-b2b-marketing-strategy-2026.webp "what-actually-works-on-linkedin-b2b-marketing-strategy-2026 - 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B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/how-do-you-find-ideas-for-linkedin-content/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [Content Creation](https://b2bgrowthco.com/category/content-creation/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Tips](https://b2bgrowthco.com/category/linkedin-tips/) # [How to Find Ideas for LinkedIn Content — Practical Tips for B2B Marketers](https://b2bgrowthco.com/how-do-you-find-ideas-for-linkedin-content/) [ ![](https://b2bgrowthco.com/wp-content/uploads/2024/07/LinkedIn-Newsletters-1.webp "LinkedIn Newsletters 1 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/why-michelle-j-raymond-is-backing-linkedin-newsletters/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/), [LinkedIn Tips](https://b2bgrowthco.com/category/linkedin-tips/) # [Why LinkedIn Newsletters Are Becoming a Smart B2B Growth Channel](https://b2bgrowthco.com/why-michelle-j-raymond-is-backing-linkedin-newsletters/) [ ![Where to Post Cover Banner](https://b2bgrowthco.com/wp-content/uploads/2024/07/Cover-Banner.webp "Where to Post Cover Banner - 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B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/the-surprise-benefits-of-a-linkedin-coach/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/) # [The Surprise Benefits of a LinkedIn Coach](https://b2bgrowthco.com/the-surprise-benefits-of-a-linkedin-coach/) [ ![EMPLOYEE ADVOCACY ON LINKEDIN](https://b2bgrowthco.com/wp-content/uploads/2022/03/EMPLOYEE-ADVOCACY.webp "EMPLOYEE ADVOCACY ON LINKEDIN - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/where-to-start-with-employee-advocacy/) - Category: [Blog posts](https://b2bgrowthco.com/category/blog-posts/), [LinkedIn](https://b2bgrowthco.com/category/linkedin/) # [Employee Advocacy on LinkedIn: A Practical Starting Guide](https://b2bgrowthco.com/where-to-start-with-employee-advocacy/) --- ### [B2B Growth Co - Quick Links](https://b2bgrowthco.com/quick-links/) **Published:** December 5, 2023 **Author:** antoni@crescospec.com **Excerpt:** Fast access to essential B2B Growth Co resources, including LinkedIn strategy content, podcasts, tools and training for B2B marketers. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Quick Links ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Linkedin ](https://www.linkedin.com/in/michellejraymond/) [ Podcast ](https://socialmediaforb2bgrowthpodcast.com/episodes) [ Youtube ](https://www.youtube.com/@MichelleJRaymond) [ Whatsapp ](https://api.whatsapp.com/send?phone=61402001183) [ Inbox ](https://b2bgrowthco.com/newsletter/) [ ![Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2023/12/michelle.webp "Michelle J Raymond - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Book an Intro Call If you are interested in knowing more, make a booking to meet with Founder and LinkedIn B2B Strategist/Trainer Michelle J Raymond ](https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins) [ ![B2B Growth Co Logo 512x512](https://b2bgrowthco.com/wp-content/uploads/2023/12/Untitled-design-60.webp "B2B Growth Co Logo 512x512 - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## B2B GROWTH CO Website Come and check out how we can help your B2B business grow. ](https://b2bgrowthco.com/) [ ![LinkedIn Logo](https://b2bgrowthco.com/wp-content/uploads/2023/12/LI-In-Bug.webp "LinkedIn Logo - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Connect with Michelle J Raymond on LinkedIn Get daily content on how to grow your business using LinkedIn. ](https://www.linkedin.com/in/michellejraymond/) [ ![LinkedIn Logo](https://b2bgrowthco.com/wp-content/uploads/2023/12/LI-In-Bug.webp "LinkedIn Logo - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Follow B2B GROWTH CO on LinkedIn More tips on how to grow your B2B on LinkedIn. ](https://www.linkedin.com/company/b2b-growth-co/) [ ![The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-LinkedIn-Branding-Book-Front-Cover-725x1024.webp "The LinkedIn Branding Book . The Power of Two. Build Your Personal and Business Brand for Exponenitial Growth - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## The LinkedIn Branding Book **THE POWER OF TWO: Build Your Personal and Business Brand on LinkedIn for Exponential Growth** Buy your copy on Amazon. ](https://mybook.to/The_LinkedIn_Branding_Book) [ ![BUSINESS-GOLD-Build Awareness, Authority and Advantage with LinkedIn Company Pages](https://b2bgrowthco.com/wp-content/uploads/2023/12/BUSINESS-GOLD-Second-EditioneBook-683x1024.webp "BUSINESS-GOLD-Build Awareness, Authority and Advantage with LinkedIn Company Pages - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Business Gold – Book (Second Edition) **Build Awareness, Authority and Advantage with LinkedIn Company Pages.** Buy your copy on Amazon. ](https://getbook.at/BusinessGold) [ ![Social Media for B2B Growth Podcast](https://b2bgrowthco.com/wp-content/uploads/2024/02/Social-Media-for-B2B-Growth-Podcast-800x800px.webp "Social Media for B2B Growth Podcast 800x800px - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://open.spotify.com/show/5GBJPqBbRixgffET8AFIPm?si=2ad71c2a0e1146d3) [ ![LINKEDIN EXPERT GUEST PODCASTS MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2023/12/EXPERT-GUEST-PODCAST-PLAYLIST-SPOTIFY-2-1024x1024.webp "LINKEDIN EXPERT GUEST PODCASTS MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://open.spotify.com/playlist/1lA34X9vrjeo9hDSN7iRze?si=5e0e1c9166034c7a) [ ![The-LinkedIn-Branding-show-Podcast](https://b2bgrowthco.com/wp-content/uploads/2023/12/The-LinkedIn-Branding-Podcast-Graphics-768x768-1.webp "The-LinkedIn-Branding-show-Podcast - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://open.spotify.com/show/1wdLZWyDQraRxlHYJVSCT2?si=664c195964734724) --- ### [LinkedIn Profile Writing for B2B Leaders](https://b2bgrowthco.com/linkedin-profile-writing/) **Published:** December 5, 2023 **Author:** antoni@crescospec.com **Excerpt:** LinkedIn profile writing for B2B marketing leaders and teams, crafted to enhance your organic presence and align with your Company Page strategy. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # LinkedIn Profile Writing ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## LinkedIn Profile Writing & Optimisation for Senior Leaders ## LinkedIn Profile Writing & Optimisation for Senior Leaders Your LinkedIn profile is no longer just a personal bio. It plays a critical role in how LinkedIn’s search and discovery engine understands who you are, what you’re known for, and who should see your content. We optimise LinkedIn profiles for **time-poor senior business leaders and subject-matter experts** who want to be found, trusted and positioned correctly — without having to do the work themselves. [ Book an Intro Call ](/contact/) ![B2BGCo-Illustrations-_Portfolio](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Portfolio-1024x743.webp "B2BGCo-Illustrations-_Portfolio - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Your Profile Is the Engine Behind LinkedIn Visibility As LinkedIn’s search and content discovery systems evolve, profiles now send stronger signals than ever. Your Profile influences: - Whether you appear in relevant LinkedIn searches - How your content is categorised and distributed - Which audiences LinkedIn connects you with - How credible and clear your expertise appears at first glance If your Profile is outdated, unclear or generic, it limits the impact of everything else you do on LinkedIn — including content creation, networking and thought leadership. ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book an Intro Call ](/contact/) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Who This Is For ## Who This Is For #### Designed for Leaders Who Don’t Have Time to Do It Themselves This service is for **senior leaders, experts and employees** who know their LinkedIn presence matters, but don’t have the time or inclination to optimise it properly. It’s ideal for: - Executives and senior decision-makers - Technical specialists and subject-matter experts - Client-facing leaders and consultants - Employees who are expected to show up more visibly on LinkedIn If LinkedIn is part of how your business builds credibility and visibility, your profile needs to work harder — quietly and consistently. [ Let's Do This ](/contact/) ![B2BGCo-Illustrations-_Overwhelmed](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Overwhelmed.webp "B2BGCo-Illustrations-_Overwhelmed - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Get Your LinkedIn Profile Working for You ![B2BGCo-Illustrations-_Rocket](https://b2bgrowthco.com/wp-content/uploads/2023/12/B2BGCo-Illustrations-_Rocket-1.svg "B2BGCo-Illustrations-_Rocket - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Search & Discovery Visibility Your profile is optimised to send clear signals to LinkedIn’s search and discovery engine, helping you appear in more relevant searches and connect your content with the right audience. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Clear Professional Positioning We position your experience, expertise and role clearly so your profile immediately communicates who you help, what you’re known for, and why your perspective matters. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Strategic Narrative Your profile is structured around a strategic narrative that aligns with your business goals, content activity and thought leadership — not a list of responsibilities. ![star-icon](https://b2bgrowthco.com/wp-content/uploads/2023/11/star-icon.webp "star-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") #### Attract Opportunities Your LinkedIn profile works in the background to support content visibility, networking and inbound opportunities, especially as you become more active on LinkedIn. [ Let's Do This ](/contact/) ## FAQ's How can a professionally written LinkedIn profile benefit a business leader? A professionally written profile can significantly enhance your online presence, making you more visible to potential clients, partners, and industry peers. It presents a polished, authoritative image that fosters trust and opens doors to new business opportunities. What elements do you focus on when writing a LinkedIn profile for a business leader? We emphasise your leadership experience, industry expertise, and key accomplishments. We also optimise your profile for LinkedIn and Google SEO, ensuring it appears in relevant searches by potential clients and partners. Do you offer industry-specific LinkedIn profile writing? Yes, our service is tailored to your specific industry needs. We understand the nuances of different sectors and customise your profile to resonate with your target audience. How does your service differ from LinkedIn profile writing for job seekers? Our service is tailored for established business leaders looking to expand their network and influence. We focus on strategic personal branding and networking, rather than job search tactics. Can a new LinkedIn profile really impact my business networking? Absolutely! A well-crafted profile serves as your digital business card. It can significantly impact first impressions, establish credibility, and facilitate meaningful business connections. How long does the LinkedIn profile writing process take? The process usually takes between one to two weeks, depending on the complexity of your profile and the level of customisation required. It also depends on how quickly you can return the information required. Will I have input in the profile writing process? Definitely. We collaborate closely with you to ensure your profile accurately reflects your professional persona and goals. Your input is crucial in crafting a profile that truly represents you. What information do you need to start writing my LinkedIn profile? We will discuss this in our first session. We will need details about your professional journey, achievements, skills, and any specific goals you have for your LinkedIn presence. This information helps us create a profile that effectively communicates your unique professional story. How do I get started with your LinkedIn Profile Writing Service? Click “Let’s Do This” on our website and we’ll set up a consultation to understand your needs and explain how we can help transform your LinkedIn profile into a powerful tool for business growth. ## Client Testimonials Michelle performed a wonderful job in revitalising the LinkedIn profiles of the BRITA B2B team as well as senior executives. She was then able to to deliver a highly impactful coaching session on how best to utilise LinkedIn for building networks, generating product, brand, and personal awareness in a meaningful and authentic way. This was invaulable to our team and we remain inspired by the need to be ever present in our efforts to generate influence and impact. ![PETER HARLEY BRITA](https://b2bgrowthco.com/wp-content/uploads/2025/12/PETER-HARLEY-BRITA.webp) Peter HarleyBRITA - Managing Director I recently engaged Michelle to do some work with me, Wow! Michelle has a unique talent of understanding how to create personal and business brand alignment with social media cut through. Her own personal style and commitment to deliver adds to the magic she brings. I can not recommend her enough. ![Darlene Mattiske Wood](https://b2bgrowthco.com/wp-content/uploads/2023/12/DarleneMattiskeWood.webp) Darlene Mattiske-WoodCEO - Australian Military Bank Michelle is a LinkedIn superhero. Patient yet direct, supportive but informative. No judging, just good ole fashion guidance. Importantly, Michelle is authentic, to me that matters most. Thank you for working with me and my incredible team. ![Lina Goodman](https://b2bgrowthco.com/wp-content/uploads/2023/12/Lina-Goodman.webp) Lina GoodmanCEO - Tyre Stewardship Australia I have been a LinkedIn ‘avoider’ for some time. Michelle was thoughtful, kind and patient working with me and I now feel confident about communicating on this platform and am so happy with my profile. ![Kurstine Browne](https://b2bgrowthco.com/wp-content/uploads/2023/12/Kurstine-Browne.webp) Kurstin BrowneIndustry Engagement Manager - Tyre Stewardship Australia [ Book a Call ](/contact/) ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") --- ### [LinkedIn Keynote Speaker & Global Company Pages Expert](https://b2bgrowthco.com/speaking/) **Published:** December 5, 2023 **Author:** antoni@crescospec.com **Excerpt:** Speaker bio and engagements featuring Michelle J Raymond — expert talks on LinkedIn strategy, B2B marketing, Company Page growth and practical approaches to professional networking and content. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Michelle J Raymond - LinkedIn Speaker ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") **Michelle J Raymond is a globally recognised LinkedIn Company Pages expert, keynote speaker, and B2B strategist trusted by marketing leaders who want clarity, not hype.** Michelle is best known for challenging outdated LinkedIn advice and helping organisations turn Company Pages into measurable growth engines — not content graveyards. She speaks at leading international conferences, industry events, and private leadership sessions across **Australia, Europe, the USA, and online**, delivering practical, no-nonsense insights that audiences can apply immediately. ![MICHELLE J RAYMOND - LINKED SUMMIT - KEYNOTE SPEAKER](https://b2bgrowthco.com/wp-content/uploads/2025/06/F1A8369-1024x683.webp "MICHELLE J RAYMOND - LINKED SUMMIT - KEYNOTE SPEAKER - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Why Event Organisers Book Michelle J Raymond Michelle doesn’t deliver motivational fluff or recycled LinkedIn tips. She helps audiences understand **what has changed**, **why it matters**, and **what to do next** — especially in a world where reach is down, trust is harder to earn, and relevance beats volume. Audiences book Michelle because she: - Is a **Global LinkedIn Company Pages specialist** (not a generalist) - Translates LinkedIn’s constant changes into **clear business decisions** - Brings real-world experience from working with B2B brands, leaders, and teams - Delivers sessions that are **practical, direct, and refreshingly honest** - Leaves attendees saying *“Finally — that makes sense”* Her sessions consistently resonate with: - B2B marketers - Marketing leaders and CMOs - Communications teams - Sales and employee advocacy programs - Founders and leadership teams ![MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING AT SOCIAL MEDIA MARKETING WORLD](https://b2bgrowthco.com/wp-content/uploads/2025/10/MJR-AT-SMMW-1024x683.webp "MICHELLE J RAYMOND LINKEDIN EXPERT PRESENTING AT SOCIAL MEDIA MARKETING WORLD - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Speaking Experience & Global Events Michelle is a **highly experienced international speaker** who has delivered keynotes, conference sessions, workshops, and panels for leading marketing audiences. **Selected speaking highlights include:** - **Social Media Marketing World** – multiple speaking appearances - **Linked Summit Denmark** – opening keynote & return speaker - **Uplift Live UK**– featured speaker She is equally comfortable delivering: - Opening and closing keynotes - Conference breakout sessions - Panel discussions - Virtual and hybrid events Michelle is available for events in **Sydney, across Australia, and internationally**. ![Social Media Marketing World - Keynote Speaker - Michelle J Raymond](https://b2bgrowthco.com/wp-content/uploads/2025/06/World25_SpeakerGraphics_MichelleJRaymond_1a-300x300.webp) ![uplift-speaker-michelle-raymond](https://b2bgrowthco.com/wp-content/uploads/2025/06/uplift-speaker-michelle-raymond@2x-300x300.webp) ![Linked Summit 2025](https://b2bgrowthco.com/wp-content/uploads/2025/06/Taler-Grid_800X900_LS-25-284x300.webp) ## Podcast Host & Guest Speaker Michelle is also a highly experienced podcast host and guest, making her a strong choice for live interviews, panels, and fireside chats. - Host of **Social Media for B2B Growth** (200+ episodes) - Host of a second podcast focused on LinkedIn and B2B growth - **50+ podcast guest appearances** across global marketing shows - Known for clear soundbites, practical insights, and audience-friendly explanations ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book Michelle For Your Podcast ](https://calendly.com/michelle-j-raymond/speaker-booking) ![megaphone-icon-services](https://b2bgrowthco.com/wp-content/uploads/2023/12/megaphone-icon-services.webp "megaphone-icon-services - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Popular Speaking Topics All sessions are tailored to the audience, industry, and level of LinkedIn experience. Common topics include: **LinkedIn Company Pages That Actually Drive Growth** Why most Company Pages underperform — and what to do differently to turn them into trust-building, demand-supporting assets. **Relevance Beats Reach on LinkedIn** Why chasing impressions is the wrong KPI — and how to align content with how buyers actually make decisions. **The Power of Two: Company Pages + Employee Advocacy** How organisations unlock scale when Company Pages and people work together (without forcing employees to “post more”). **LinkedIn Strategy for B2B Leaders (Not Just Marketers)** What leaders need to understand about LinkedIn today — and what they should stop doing immediately. **What’s Changed on LinkedIn (And What Still Works)** A clear-eyed look at platform changes, algorithm myths, and practical strategy resets. ![AHK Marketing Circle Presentation - MIchelle J Raymond - B2B Growth Co](https://b2bgrowthco.com/wp-content/uploads/2026/01/AHK-Marketing-Circle-Presentation-MIchelle-J-Raymond-B2B-Growth-Co-1024x605.webp "AHK Marketing Circle Presentation - MIchelle J Raymond - B2B Growth Co - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ## Book Michelle To Speak Michelle is available for: - Conferences and summits - Industry events and associations - Corporate and in-house sessions - Panels and fireside chats - Podcasts and virtual events ![📍](https://s.w.org/images/core/emoji/17.0.2/svg/1f4cd.svg) **Based in Sydney, Australia** ![🌍](https://s.w.org/images/core/emoji/17.0.2/svg/1f30d.svg) **Available internationally or virtually** [ Book Michelle To Speak ](https://calendly.com/michelle-j-raymond/speaker-booking) ## What Event Organisers Say We engaged Michelle to present on how to maximise the platform of LinkedIn to our Balmain Rozelle Chamber of Commerce members and local businesses. Michelle is an authentic and entertaining presenter, providing practical tips they could implement immediately to grow their businesses. She is very knowledgeable, and you could see the eyes light up of the audience with many 'aha' moments with the information and tips Michelle shared. I highly recommend Michelle as a presenter, and best of all she is as good in-person as online!! ![Belinda Daly](https://b2bgrowthco.com/wp-content/uploads/2023/12/Belinda-Daly.webp) Belinda DalyBalmain Rozelle Chamber of Commerce I had the distinct pleasure of working with Michelle in many different capacities. First, she was an amazing guest on my Social Media Marketing podcast. She went on to speak inside our professional organization and also presented at our Social Media Marketing World conference. Michelle is a true LinkedIn expert. She brings energy and excitement to every opportunity. I was very impressed to see how present she was for attendees at our conference. If you are looking for a podcast guest or speaker at your next event, I highly recommend Michelle J Raymond. ![Mike Stelzner - Social Media Examiner](https://b2bgrowthco.com/wp-content/uploads/2024/03/Mike-Stelzner-Social-Media-Examiner.webp) Mike StelznerCEO We had Michelle teach a webinar training about LinkedIn for our membership and she really delivered! I was very impressed by the structure of her presentation, her teaching style, and the way she gave really actionable advice that could work for just about anyone. I was extremely pleased and hope to work with her again soon! ![Ali McGee Kelly](https://b2bgrowthco.com/wp-content/uploads/2023/12/Ali-McGee-Kelly.webp) Ali McGee KellySocial Media Examiner Michelle is WONDERFUL. A supportive, consummate professional who radiates kindness and good vibes. Michelle recently spoke at one of our webinars and couldn't have been more perfect. Whether it was her thoughtful pre-event communications and promotion, turning up on the day with an immaculate set up, through to her kind, practical advice for The Marketing Meetup community - I was impressed with Michelle beyond belief, and sit here in a place of complete gratitude for her contribution. If you're looking for a speaker to improve your event, or just be around a human to uplift your soul - spend time with Michelle. She's brilliant. ![Joe Glover](https://b2bgrowthco.com/wp-content/uploads/2023/12/Joe-Glover.webp) Joe GloverThe Markting Meetup Michelle recently presented a Masterclass on LinkedIn Company Pages for the members of our Paid Community, The TRIBE. Expectations were high, since many of them are LinkedIn experts, but she managed to exceed them. Besides a calm, highly professional presentation, she shared her knowledge in an enthusiastic way. Providing answers to all questions of the audience and giving tips and various strategies to convert more from your Page. In my 80k network, Michelle is the woman to go for this subject! ![Richard van der Blom](https://b2bgrowthco.com/wp-content/uploads/2023/12/Richard-van-der-Blom.webp) Richard va der BlomJust Connecting As one of the co-organisers of the UpLift Live conference on LinkedIn best practice, I was delighted that Michelle agreed to speak for us. She did a fantastic job, delivering a value-packed session on the state of company pages in 2025, and was a delight to deal with. Thanks so much for bringing your expertise to our stage, Michelle! ![John Espirian Uplift Live UK Organiser](https://b2bgrowthco.com/wp-content/uploads/2026/01/John-Espirian-Uplift-Live.webp) John EspirianOrganiser - Uplift Live UK ![services-testimonial-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/services-testimonial-icon.webp "services-testimonial-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") [ Book Michelle To Speak ](/contact/) ## FAQ's Where are you based? Michelle is based in Sydney, Australia. Her paid presentations can be delivered in person or virtually.Climb the https://www.fakewatch.is/product-category/patek-philippe/grand-complications/ Eiffel Tower for panoramic views of Paris’ sparkling cityscape. Can you create a bespoke LinkedIn presentation? For paid LinkedIn presentations we can certainly tailor these to your needs if an existing presentation isn’t exactly right. How much does it cost for Michelle J Raymond to present at our conference? As there can be many different variables like length of presentation, location, format etc please book a time to speak with Michelle to discuss your needs and she can quote accordingly. Will you speak at my event for free? We assess this on a case by case basis. As much as we love to support our community, unfortunately exposure to new audiences doesn’t pay the bills. Book a time to talk with Michelle and we can discuss what is possible. --- ### [Contact Us](https://b2bgrowthco.com/contact/) **Published:** December 6, 2023 **Author:** antoni@crescospec.com **Excerpt:** Book an introductory call with B2B Growth Co to discuss your LinkedIn goals, challenges and next steps — no pressure, just clarity. **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Contact Us ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ### Get Winning B2B LinkedIn Strategies & Tips Proven strategies, actionable tips, and insider insights delivered straight to your inbox. #### Join our Mailing List Get insider tips and tailored coaching insights to elevate your LinkedIn game! Subscribe Loading... Subscribe Loading... #### Thank you! You have successfully joined our mailing list. --- ### [Page Lift Off](https://b2bgrowthco.com/page-lift-off/) **Published:** December 5, 2023 **Author:** michelle@b2bgrowthco.com **Content:** ![white-star](https://b2bgrowthco.com/wp-content/uploads/2023/12/white-star.webp "white-star - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Page Lift Off ![x-icon](https://b2bgrowthco.com/wp-content/uploads/2023/12/x-icon.webp "x-icon - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") # Stop Guessing What Works on Your LinkedIn Company Page! *Page Lift-Off* is your 5-part mini course packed with practical tips to help Page Admins take action and get results. Whether you’re starting from scratch or want to improve what you’ve already got, this is your launchpad. ✅ Quick wins ✅ Clear strategy ✅ Real talk (no gimmicks) **Let’s get your Page working harder for your business.** #### Get started on your mini course today #### Page Lift Off - Sign Up I know being a LinkedIn Company Page Admin can be a tough job. So I've created a mini course for you to take action and get quick wins, delivered straight to your inbox! **PS When you subscribe, you will receive an email to confirm you wanted to be added to the list. Please confirm on this email, or we can't send you the latest LinkedIn strategies.** I'm in! Loading... I'm in! Loading... #### Thank you! Thanks for signing up! Check your inbox to confirm your email. It’s your VIP pass to LinkedIn tips and strategies. Cheers Michelle 😀 By signing up you agree to our [Privacy Policy](https://b2bgrowthco.com/privacy-and-cookie/). ##### Some of our most popular blogs [![OTTERLYAI REVIEW - MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/07/OTTERLYAI-REVIEW-MICHELLE-J-RAYMOND-300x169.webp "OTTERLYAI REVIEW - MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-content-cited-by-ai/)### [ Is Your LinkedIn Content Being Cited by AI? ](https://b2bgrowthco.com/linkedin-content-cited-by-ai/) July 22, 2026 No Comments Discover how LinkedIn articles, Company Page posts and employee expertise can earn AI citations—and how B2B marketers can track what’s working. [ Read More » ](https://b2bgrowthco.com/linkedin-content-cited-by-ai/) [![HIGH PERFORMING LINKEDIN TEAM - MICHELLE J RAYMOND - B2B GROWTH CO](https://b2bgrowthco.com/wp-content/uploads/2026/07/HIGH-PERFORMING-LINKEDIN-TEAM-MICHELLE-J-RAYMOND-B2B-GROWTH-CO-300x169.avif "HIGH PERFORMING LINKEDIN TEAM - MICHELLE J RAYMOND - B2B GROWTH CO - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/high-performing-linkedin-teams/)### [ High-Performing LinkedIn Teams for B2B Organisations ](https://b2bgrowthco.com/high-performing-linkedin-teams/) July 20, 2026 No Comments A high-performing LinkedIn team is bigger than employee advocacy. It brings Company Pages, marketing, leaders, employees, sales and regional teams together around a shared strategy. This article explains the roles, foundations and practical steps B2B organisations need to build clarity, confidence and alignment on LinkedIn. [ Read More » ](https://b2bgrowthco.com/high-performing-linkedin-teams/) [![VIDEO STREAMING TESTS BY MICHELLE J RAYMOND LINKEDIN EXPERT](https://b2bgrowthco.com/wp-content/uploads/2026/07/VIDEO-STREAMING-TESTS-BY-MICHELLE-J-RAYMOND-LINKEDIN-EXPERT-300x169.webp "VIDEO STREAMING TESTS BY MICHELLE J RAYMOND LINKEDIN EXPERT - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/streamyard-alternatives-video-podcasts/)### [ StreamYard Alternatives for Video Podcasts: 4 Tools Tested ](https://b2bgrowthco.com/streamyard-alternatives-video-podcasts/) July 8, 2026 No Comments After StreamYard proposed a major price increase, Michelle J Raymond tested Riverside, Restream, Descript and Boomcaster for video podcast recording, green-screen performance and occasional livestreaming. Here’s what worked, what didn’t and which tools she chose for her podcast workflow. [ Read More » ](https://b2bgrowthco.com/streamyard-alternatives-video-podcasts/) [![Smiling woman with glasses on a bright pink background; large 'SET UP FOR BUYERS' banner and a LinkedIn company page mockup beside her.](https://b2bgrowthco.com/wp-content/uploads/2026/07/231-300x169.webp "Is Your LinkedIn Company Page Set Up for Buyers? Michelle J Raymond LinkedIn Expert - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-company-page-set-up-for-buyers/)### [ Is Your LinkedIn Company Page Set Up for Buyers? ](https://b2bgrowthco.com/linkedin-company-page-set-up-for-buyers/) July 6, 2026 No Comments Your LinkedIn Company Page might make perfect sense to your marketing team, but does it make sense to your buyer? Learn how to improve clarity, build trust and make the next step obvious. [ Read More » ](https://b2bgrowthco.com/linkedin-company-page-set-up-for-buyers/) [![Bold thumbnail: 'YOUR PAGE NEEDS PEOPLE' on black; smiling person in blue polo on the right; bar 'B2B LinkedIn Strategy' with LinkedIn icon.](https://b2bgrowthco.com/wp-content/uploads/2026/07/YOUR-PAGE-NEEDS-PEOPLE-MICHELLE-J-RAYMOND-B2B-GROWTH-CO-300x169.webp "YOUR PAGE NEEDS PEOPLE - MICHELLE J RAYMOND - B2B GROWTH CO - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/linkedin-strategy-b2b-marketing-teams/)### [ LinkedIn Strategy for B2B Teams: Pages + People ](https://b2bgrowthco.com/linkedin-strategy-b2b-marketing-teams/) July 5, 2026 No Comments Your LinkedIn Company Page matters, but it can’t carry your whole B2B strategy alone. Learn why Pages, leaders and employees need to work together to build brand awareness, trust and demand. [ Read More » ](https://b2bgrowthco.com/linkedin-strategy-b2b-marketing-teams/) [![WHY POSTING MORE WONT FIX YOUR LINKEDIN COMPANY PAGE LINKEDIN EXPERT MICHELLE J RAYMOND](https://b2bgrowthco.com/wp-content/uploads/2026/06/FOR-THIS-PODCAST-WHY-POSTING-MORE-WONT-FIX-YOUR-LINKEDIN-COMPANY-PAGE-LINKEDIN-EXPERT-MICHELLE-J-RAYMOND-300x169.avif "WHY POSTING MORE WONT FIX YOUR LINKEDIN COMPANY PAGE LINKEDIN EXPERT MICHELLE J RAYMOND - B2B LinkedIn Strategy, Training & Done-For-You - B2B LinkedIn Strategy, Training & Done-For-You") ](https://b2bgrowthco.com/why-posting-more-wont-fix-your-linkedin-company-page/)### [ Why Posting More Won’t Fix Your LinkedIn Company Page ](https://b2bgrowthco.com/why-posting-more-wont-fix-your-linkedin-company-page/) June 28, 2026 No Comments Posting more won’t fix a LinkedIn Company Page that has lost direction. Learn what B2B marketers should check first to rebuild confidence and get their Page back on track. [ Read More » ](https://b2bgrowthco.com/why-posting-more-wont-fix-your-linkedin-company-page/) --- ### [Opt-out preferences](https://b2bgrowthco.com/opt-out-preferences/) **Published:** December 12, 2023 **Author:** antoni@crescospec.com **Content:** Region US not activated for cookie-statement. --- ### [Privacy and Cookie](https://b2bgrowthco.com/privacy-and-cookie/) **Published:** December 12, 2023 **Author:** antoni@crescospec.com **Content:** Region US not activated for cookie-statement. --- ## Categories ### [Blog posts](https://b2bgrowthco.com/category/blog-posts/) **Description:** Practical insights on LinkedIn strategy for B2B teams. Explore articles on Company Pages, organic content, team visibility and getting LinkedIn set up properly. --- ### [LinkedIn](https://b2bgrowthco.com/category/linkedin/) --- ### [LinkedIn Company Pages](https://b2bgrowthco.com/category/linkedin-company-pages/) --- ### [LinkedIn Tips](https://b2bgrowthco.com/category/linkedin-tips/) --- ### [Content Creation](https://b2bgrowthco.com/category/content-creation/) --- ### [LinkedIn Strategy](https://b2bgrowthco.com/category/linkedin-strategy/) --- ### [LinkedIn Algorithm](https://b2bgrowthco.com/category/linkedin-algorithm/) --- ### [Employee Advocacy](https://b2bgrowthco.com/category/employee-advocacy/) --- ### [Branding](https://b2bgrowthco.com/category/branding/) --- ### [AI](https://b2bgrowthco.com/category/ai/) --- ### [Newsletters](https://b2bgrowthco.com/category/content-creation/newsletters/) --- ## Tags ### [LinkedIn](https://b2bgrowthco.com/tag/linkedin/) --- ### [Social Selling](https://b2bgrowthco.com/tag/social-selling/) --- ### [Company Pages](https://b2bgrowthco.com/tag/company-pages/) --- ### [Content Creation](https://b2bgrowthco.com/tag/content-creation/) --- ### [Employee Advocacy](https://b2bgrowthco.com/tag/employee-advocacy/) --- ### [Branding](https://b2bgrowthco.com/tag/branding/) --- ### [AI](https://b2bgrowthco.com/tag/ai/) --- ### [Newsletters](https://b2bgrowthco.com/tag/newsletters/) --- ### [Substack](https://b2bgrowthco.com/tag/substack/) --- ### [Email Marketing](https://b2bgrowthco.com/tag/email-marketing/) --- ### [LinkedIn Company Page](https://b2bgrowthco.com/tag/linkedin-company-page/) --- ### [Video](https://b2bgrowthco.com/tag/video/) --- ### [Podcast Streaming](https://b2bgrowthco.com/tag/podcast-streaming/) --- ### [AI Cited Content](https://b2bgrowthco.com/tag/ai-cited-content/) --- ### [OtterlyAI](https://b2bgrowthco.com/tag/otterlyai/) ---