How to fix your LinkedIn Company Page before Ads

You can never 100% control the destination through CMT.

Unless you have a REALLY hyped product, your target buyers will need to research and validate your brand before they consider booking a demo.

The data I’ve seen over the years confirms it.

The objectives you choose in CMT (video views, engagement, brand awareness, lead gen) are simply just different ways to purchase ad space, BUT they do not determine how members interact with your ads or where they land. It’s vitally important to understand this distinction.

On average, 30% of the clicks of static ads in direct response campaigns (web visits or lead gen) will go to your company page. We’ve seen cases where this can be as high as 50%+, especially when a brand is unknown or coming out of stealth.

You can’t control it, so instead - you have to plan for it...

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The first part of a great setup actually lives outside CMT, it’s your company page.

𝐘𝐨𝐮 𝐧𝐞𝐞𝐝 𝐭𝐨 𝐛𝐮𝐢𝐥𝐝 𝐨𝐮𝐭 𝐲𝐨𝐮𝐫 𝐜𝐨𝐦𝐩𝐚𝐧𝐲 𝐩𝐚𝐠𝐞 𝐟𝐢𝐫𝐬𝐭:

1. Complete the company page brand identity

2. Enable employee profiles to match branding

3. Get the page active and posting using the 3:2:1:1 rule

The 3:2:1:1 rule is a simple framework we use to bring a startup’s company page to life.

Every 7 days, aim to post a mix of:

→ 3 Product/Feature Spotlight posts

→ 2 Industry/Market/News posts

→ 1 Corporate Brand post

→ 1 Employer Brand post

This is a really simple way to get your company page off the ground and show the activity your target audience needs to validate that you are legit.

𝐓𝐡𝐢𝐬 𝐚𝐥𝐬𝐨 𝐚𝐩𝐩𝐥𝐢𝐞𝐬 𝐭𝐨 𝐓𝐡𝐨𝐮𝐠𝐡𝐭 𝐋𝐞𝐚𝐝𝐞𝐫 𝐀𝐝𝐬:

Maybe even more so than content sponsored from the company page, as the MOST common destination from Thought Leader Ads engagements is a profile view of the profile whose post is promoted.

The minimum requirements for personal profiles are:

1. Complete the personal profile

2. Make sure the photo + cover photo is on brand

3. Make sure they have a description that converts

So whether it’s the member profile or the company page:

Only promote the profile if the profile is worth visiting.

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