An Easy Business Page Strategy On LinkedIn
This is something I get asked about often, especially by solo entrepreneurs who don't see the point of having a LinkedIn business page.
"Why bother when I've got a personal profile?"
Fair question. The truth is that it's like wading through treacle to get organic reach on a business page. LinkedIn prioritises content from people, not businesses.
But think of your business page like your website within LinkedIn.
When someone's researching you or your business (and they will!), they'll often check both your personal profile and your business page. What story does your page tell them? Is it current? Does it show what you're about?
LinkedIn Expert, Richard van der Blom's latest research shows that dwell time (how long people spend looking at content) is a powerful indicator for LinkedIn's algorithm. Keeping your business page current with regular content helps people learn more about you and your business - building that familiarity and trust.
The smart strategy? Cross-posting.
Personal profiles get far greater reach than business pages. So when you post something on your business page, repost it to your personal profile to give it a boost. Your personal network will see it, engage with it, and suddenly your business page content has legs.
But cross-posting works both ways. Emily Perry does some great to-camera videos sharing her HR expertise on her personal profile. By resharing these videos to her business page, The People Consultancy, she's reconnecting the dots: Emily is the founder, this is what she looks like, and more importantly, she knows her stuff. She's often told that her videos are helpful and resonate with business owners, so why not reshare them for greater discovery.
Got a team? Even better. But don't just give them a directive to "share our last post" - that feels like a chore. Encourage them to repost with their own thoughts (see tip here). When your team shares posts from the business with their perspective, it multiplies your reach massively AND shows their individual expertise.
Employees are responsible for over 30% of their business's overall engagement. That's a lot of potential reach you're leaving on the table if your team aren't engaged (in the right way) on LinkedIn.
🟢 ACTION: If you haven't set up a business page yet, do it. Even as a solo entrepreneur, it adds further credibility.
Then aim to post something there once a week - could be a client win, a behind-the-scenes look at your work, industry insights, or team news. Then repost it to your personal profile with your thoughts to amplify the reach.
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