Podcast Summary: "Do This, NOT That: Marketing Tips with Jay Schwedelson"
Episode: LinkedIn Company Page Secrets! w/ #1 Expert Michelle J. Raymond 🧠 | Ep. 374
Release Date: July 11, 2025
Presented By: Marigold
Host: Jay Schwedelson
Guest: Michelle J. Raymond, Founder of B2B Growth Co.
Introduction
In Episode 374 of "Do This, NOT That: Marketing Tips," hosted by Jay Schwedelson, renowned LinkedIn expert Michelle J. Raymond joins to unravel the secrets of optimizing LinkedIn company pages. Presented by Marigold, the episode delves deep into actionable strategies to transform often-neglected LinkedIn company pages into powerful marketing tools.
Guest Background: Michelle J. Raymond
Jay introduces Michelle J. Raymond as the preeminent LinkedIn Growth Strategist, recognized internationally by LinkedIn itself. Michelle is the founder of B2B Growth Co. and the co-author of two pivotal books:
- Business Gold: The first book dedicated exclusively to LinkedIn company pages.
- The LinkedIn Branding Book: A comprehensive guide on personal branding on LinkedIn.
[00:01 - 01:24]
Michelle shares her journey, highlighting how her foray into LinkedIn started a decade ago during her tenure in B2B sales. Realizing the untapped potential of LinkedIn for building professional relationships and promoting products, she began crafting content that eventually led to her expertise in LinkedIn company pages.
Establishing Authority in LinkedIn Company Pages
Michelle discusses her strategic decision to focus on LinkedIn company pages at a time when industry experts predominantly emphasized personal branding. With over 70 million company pages on LinkedIn, she identified a significant opportunity to help businesses build their brand presence effectively.
Key Insights:
- Niche Focus: By concentrating on company pages, Michelle carved out a unique space in the LinkedIn training ecosystem.
- Authoritative Content: Authoring Business Gold positioned her as the go-to authority on LinkedIn company pages.
[01:24 - 04:05]
Quick Wins for Enhancing LinkedIn Company Pages
Jay raises a common concern among marketers: company pages often become neglected "billboards" with minimal engagement. Michelle provides practical strategies to revitalize these pages:
-
Refresh the Page:
- Visual Appeal: Update the banner to reflect current initiatives and projects.
- About Section: Clearly articulate what the company does, its target audience, and the unique value it offers.
- Consistency: Regular updates can lead to a 30% increase in weekly views with minimal effort.
Quote:
“Does this company page, if I was a stranger and landed here, tell people what we do, who we do it for, and what our ideal clients are?”
— Michelle J. Raymond [04:05] -
Regular Posting:
- Aim for at least once a week to maintain visibility and engagement.
Quote:
“If you have a whole and complete updated page and you basically post once a week, you'll get up to 30% more weekly views.”
— Michelle J. Raymond [05:50]
Content Strategy: Personal vs. Company Pages
Jay questions whether content should differ between personal and company pages. Michelle emphasizes blending personal touches into company page posts to enhance engagement.
Strategies:
- Humanize Content: Make company posts resemble personal updates to foster community.
- Avoid Over-Promotion: Shift focus from self-promotion to providing value that helps the audience achieve their KPIs.
- Subtle Branding: Let the message and client success stories take center stage instead of overt corporate branding.
Quote:
“The more it looks and feels like personal posts and is humanized and is actually trying to build community with your company page audience, the more it resonates.”
— Michelle J. Raymond [06:35]
Measuring Success: Key Metrics for Company Pages
Michelle explores the critical metrics for assessing LinkedIn company page performance, debunking the myth that follower count is the sole indicator of success.
Key Metrics:
- Follower Demographics: Ensure followers align with target locations, company sizes, and job titles.
- Engagement Rates: Monitor how actively the audience interacts with the content.
- Impressions vs. Relevance: Acknowledges LinkedIn's shift from reach to relevance, impacting how content is surfaced to users.
Quote:
“Are they in the right location? Are they the right company size, Are they the right job titles that are following your page?”
— Michelle J. Raymond [08:41]
Impact of Inactive Company Pages
Jay raises the concern that infrequent postings signal a lack of activity and relevance. Michelle confirms that inactive company pages can harm brand perception, as many users discover companies via Google search leading to the LinkedIn page.
Insights:
- First Impressions: An active company page creates a strong brand presence, while an inactive one can deter potential clients or partners.
- Continuous Engagement: Consistent posting builds thought leadership and maintains brand authority over time.
Quote:
“If someone clicks on that, you've got two choices. Create a great first brand impression when they land on your page or they land in a ghost town and think, what the heck is going on here?”
— Michelle J. Raymond [11:43]
The Importance of Consistency and Taking Breaks
A notable segment discusses the balance between consistent content creation and avoiding burnout. Michelle shares her own experience of pausing LinkedIn activity for two weeks without significant negative repercussions, emphasizing the importance of scheduled breaks to maintain long-term productivity and creativity.
Key Takeaways:
- Redefine Consistency: Consistency doesn't mean daily posts; it can include periodic content and regular breaks.
- Prevent Burnout: Recognize signs of burnout and take necessary breaks to recharge, which can lead to innovative ideas.
Quote:
“Consistency doesn't have to be day in, day out. It could be every second day, or it means over the space of a year, you're taking a week off every quarter.”
— Michelle J. Raymond [18:12]
Alternative Platforms and Future-Proofing Your Strategy
When hypothetically LinkedIn ceased to exist, Michelle identifies YouTube and newsletters as primary platforms to pivot towards, leveraging her expertise in B2B growth to create valuable, content-driven strategies on these channels.
Future Strategies:
- YouTube: Focus on educational and foundational content to combat misleading and over-promising material prevalent on the platform.
- Newsletters: Develop a loyal subscriber base to ensure direct communication channels independent of social media platforms.
Quote:
“I would love for them to subscribe to my newsletter because I do put my heart and soul into that to make sure that you walk away with tactics and things that you can implement.”
— Michelle J. Raymond [19:01]
Conclusion and Call to Action
The episode wraps up with Jay encouraging listeners to connect with Michelle through her newsletter and podcast. Michelle emphasizes the value she provides through consistent, high-quality content aimed at B2B growth.
Final Thoughts:
- Subscribe to Valuable Content: Engage with Michelle’s newsletter and podcast for ongoing LinkedIn strategies.
- Engage with Experts: Following industry leaders like Michelle can provide continuous learning and growth opportunities.
Quote:
“If you go to b2b growthco.com forward slash newsletter, that's where you'll find it.”
— Michelle J. Raymond [22:27]
Key Takeaways
- Revitalize Your LinkedIn Company Page: Update visuals, refine the About section, and commit to regular postings.
- Humanize Your Content: Blend personal elements into company posts to enhance engagement.
- Focus on Relevant Metrics: Prioritize follower demographics and engagement over sheer follower counts.
- Maintain Consistency with Flexibility: Balance regular content creation with necessary breaks to sustain long-term productivity.
- Diversify Your Platforms: Establish presence on multiple platforms like YouTube and newsletters to ensure resilience against changes in social media landscapes.
For more insights and actionable marketing strategies, subscribe to "Do This, NOT That!" and follow Michelle J. Raymond’s content on LinkedIn and her B2B Growth Co. platforms.
Connect with Michelle J. Raymond:
- Newsletter: b2bgrowthco.com/newsletter
- Podcast: Social Media for B2B Growth Podcast
- LinkedIn: Follow Michelle J. Raymond for daily tips and strategies.
Discover More Marketing Tips:
- Subscribe to "Do This, NOT That!" for weekly marketing insights.
- Visit GuruEvents.com for access to exclusive virtual marketing events featuring top industry experts.
Notable Quotes:
-
“Does this company page, if I was a stranger and landed here, tell people what we do, who we do it for, and what our ideal clients are?”
— Michelle J. Raymond [04:05] -
“The more it looks and feels like personal posts and is humanized and is actually trying to build community with your company page audience, the more it resonates.”
— Michelle J. Raymond [06:35] -
“Consistency doesn't have to be day in, day out. It could be every second day, or it means over the space of a year, you're taking a week off every quarter.”
— Michelle J. Raymond [18:12] -
“If you go to b2b growthco.com forward slash newsletter, that's where you'll find it.”
— Michelle J. Raymond [22:27]
This comprehensive summary encapsulates the key discussions, insights, and actionable strategies shared by Michelle J. Raymond, providing listeners and non-listeners alike with valuable takeaways to enhance their LinkedIn company pages and overall marketing efforts.