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:
Content is focused on the company instead of the audience
Posts are mostly links or announcements
There is no clear content strategy or purpose
Success is measured by reach instead of engagement
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 is the fastest way to get clarity
A LinkedIn Company Page Audit will show you exactly what’s working — and what isn’t
No hacks.
No guesswork.
Just a strategy that makes sense.
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.
