We all know how good LinkedIn is for B2B marketing, but relying solely on a company page can limit your reach and impact.
A company page is just one page on LinkedIn. It can’t do all the heavy lifting on its own.
To unlock the full potential of LinkedIn, businesses need to embrace a multi-faceted strategy that includes personal profiles, employee advocacy, and other digital platforms.
In this blog, we’ll look at how you can take your LinkedIn strategy further with profile-based marketing.
In large enterprises, the company page often serves multiple departments, regions, and agendas. This means:
For example, corporate policies might prevent posts that focus on individual employees, even when showcasing subject matter experts that could drive engagement.
Company pages, by their nature, feel impersonal. While they’re great for sharing updates, they don’t have the same human touch that personal profiles do. We’ve found that personal profiles working together can achieve up to 10-15x more reach than corporate pages for the same content
Your company page may struggle to target specific audiences effectively. You can target each post to a demographic on company pages, but the filters are limited. Different regions, industries, and roles require tailored messaging that’s hard to deliver through a single page.
And actually, if the content on your page isn’t 100% relevant to a specific audience, then they may not follow your company page in the first place.
Personal profiles are like mini broadcasting stations for your brand. Each employee has their own network, often filled with relevant connections. When employees share content, it reaches new audiences that your company page might not ever reach. An individual’s newest connections and those with mutual connections to your post likers will see your posts first.
People trust people more than brands. Personal profiles allow employees to share genuine insights, experiences, and perspectives, building trust with their audience. When an individual shares a story, or personal experience, it becomes relatable and therefore memorable. Over time, this builds ‘know, like and trust’.
Through personal profiles, you can share the same core message from multiple angles:
This diversity in storytelling resonates more deeply with different segments of your audience, giving a well-rounded view of your company messaging.
Encourage employees to use LinkedIn actively and align their activity with the company’s goals. Provide social media guidelines and resources, but give them freedom to share their unique perspectives. They need time in their day, seeing their leaders ‘leading by example’, and encouragement for any activities they do, even likes on their colleagues’ posts.
Focus on key individuals within your organisation, such as leaders, subject matter experts, and sales teams. Support them with training and tools to optimise their LinkedIn presence. They may be the most ‘time poor’, but have the most to offer. Doing some of the heavy lifting for them will help them advocate for your company. Putting a strategy in place which coordinates the profile activities will really amplify your message.
Make it easy for employees to share content. Create pre-approved messaging, visuals, and ideas that they can customise and post
Your company page still plays a crucial role. Use it to:
By combining the reach of personal profiles with the authority of your company page, you can create a LinkedIn strategy that:
When executed well, a multi-channel strategy ensures that your message resonates with your target sectors, or even just your target companies, which is only possible once you break free from the limits of just a single page.
