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, which goes into much more detail.
Listen on Apple Podcasts here.
Thanks to our podcast sponsor Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ
Why 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.
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.
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
Cheers
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. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
