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
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.
Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
