Mastering LinkedIn Pages: Organic and Paid Strategies That Work

Are LinkedIn Pages still worth the effort? 🧐

If you’ve been struggling to get traction with your company page on LinkedIn, you’re not alone. Organic reach for company pages has been declining, and even the best posts aren’t performing like they used to.

But here’s the thing—there ARE strategies that still work, both on the organic and paid sides.

In this Mondays with Mindi session, we tackle your questions around LinkedIn Pages, and I will share actionable tips to boost visibility and engagement:

📉 Why organic reach is dropping—and how to fight back with smarter content

🎥 What content formats work best for company pages (hint: polls and native video still shine)

💰 When to go paid: Strategic ways to use LinkedIn’s paid options without blowing your budget

🤝 How to involve your employees in amplifying organic reach through reposting, commenting, and engaging.

If you’re ready to rethink your LinkedIn Page strategy and get results—even with the algorithm changes—join me for this week’s live stream.

How Does the LinkedIn Algorithm Affect Pages?

Let’s be honest—LinkedIn’s algorithm can feel like an uphill battle, especially for company pages. The data doesn’t lie: organic reach for company pages has taken a hit and even polls—once a powerhouse for engagement—are losing steam without a paid boost.

But here’s the good news: while the algorithm has shifted, there are still ways to adapt. By understanding what types of content perform well and when to invest in paid strategies, you can extend your reach and get in front of the right audience.

The statistics we’ll discuss today come straight from Update Algorithm Insights report released in October 2024 by Just Connecting and the one-and-only Richard van der Blom. If you're curious about what’s driving LinkedIn at the end of 2024, this report is a must-download as you plan your campaigns for the holiday season and new year. 

And remember, you do not have to follow what the algorithm dictates for the majority, as your Page might perform differently based on a number of factors. It’s all trial and error. Lean into what works and change it up when it stops working.

LinkedIn Page Performance “By the Numbers” 

Knowing the numbers is not the end-all, be-all, but it does help us realize when it’s time to change things up if a tactic is no longer working.

Company Page Reach Drop

LinkedIn company pages are facing a tough time in 2024, with both total and median reach taking a noticeable hit. Organic reach for non-sponsored posts has declined significantly, making it harder for businesses to get their content in front of their audience without relying on paid strategies. This drop can be particularly frustrating for smaller companies or those without big advertising budgets. It’s a stark reminder that LinkedIn’s algorithm is evolving, and staying visible now requires a more strategic approach.

So, what can we do about it? While organic reach is tougher to achieve, it’s not entirely out of the question. The key is to double down on formats and strategies that still work and prioritize quality over quantity. It’s also a great time to experiment with paid options to supplement organic efforts, especially for high-impact content. By balancing these two approaches, you can work around the algorithm shifts and maintain a steady presence on your company page.

Best Formats for Engagement

Polls and native video posts are still your best bets for driving engagement on LinkedIn company pages. However, their effectiveness has started to slip—polls, for example, saw a 20% drop in median reach compared to last year. Despite this decline, these formats outperform others, especially when paired with a thoughtful strategy. Native videos, in particular, remain a standout, thanks to LinkedIn’s prioritization of visual content and the rise of its mobile video feed.

The takeaway? Lean into these formats but approach them strategically. For polls, focus on asking timely, relevant questions that spark genuine interaction. Avoid overusing them, as LinkedIn users may grow fatigued. With native video, keep it short and engaging—think 60-90 seconds—focusing on content that’s informative or entertaining. And don’t forget to analyze what works and iterate accordingly. Even with a slight decline in effectiveness, these formats are still powerful tools for engagement when used thoughtfully.

Top-Performing Posts

Posts that fall into LinkedIn’s top 5% for performance share some common traits: they’re longer, more structured, and packed with value. Posts over 900 characters, structured with at least 20 sentences, perform better than their shorter counterparts. This suggests that audiences on LinkedIn are looking for substance—they’re willing to engage with longer content if it provides clear, actionable insights or tells a compelling story.

This means your company page content needs to prioritize depth and structure. Longer posts work well when broken into digestible chunks with clear headings or bullet points, making them easy to scan. If you’re sharing detailed insights, data, or thought leadership, take the time to craft a post that flows well and delivers real value. 

Think of your LinkedIn posts not just as quick updates but as opportunities to establish your company’s voice, build authority, and genuinely connect with your audience.

4 Tips to Improve Your Organic LinkedIn Page Strategy

So, how do we work with these changes? Here are some actionable strategies:

1. Prioritize Native Video

2. Leverage Polls (but be strategic)

3. Mix Formats in Your Content Calendar

4. Optimize Timing and Engagement

Boost Organic Reach with Employee Engagement

One of the most effective ways to adjust to the declining organic reach is by getting your employees engaging with the Page. When employees interact with company posts by liking, commenting, and resharing, it signals to LinkedIn’s algorithm that the content is valuable, boosting its visibility. Employee interactions also extend the reach of your content to their personal networks, which can significantly increase impressions and engagement without needing to invest in paid promotion.

To make this work, you need a plan. Start by creating a culture of social engagement within your organization. Encourage employees to interact with company content and provide them with easy-to-share posts that resonate with their personal brands. Don’t stop there—help them see the value of becoming LinkedIn advocates by highlighting how their activity can position them as thought leaders while supporting the company’s goals. A simple internal email or Slack message with “engagement prompts” can go a long way in turning employees into organic reach boosters.

How to Make Employee Advocacy Sustainable

Consistency is key to making employee engagement a sustainable strategy. Develop a process for regularly sharing content with your team, whether it’s a weekly roundup of key posts or quick reminders for new, high-priority content. Recognize and celebrate employees who actively engage and share—they’ll inspire others to join in. For larger organizations, tools like employee advocacy platforms can simplify the process, making it easier for your team to find and share company content. Just be careful not to make it feel mandatory or overwhelming as “yet another tool” for already busy team members to use.

Most importantly, keep the focus on authenticity. Encourage employees to add their own voice when resharing posts or commenting. A personal perspective adds credibility and encourages further engagement from their networks. When employees are genuinely excited about the content they’re sharing, it shows—and that enthusiasm can be contagious, driving both visibility and authentic interactions for your company’s page.

When to Use LinkedIn Page Paid Strategies

Sometimes, organic reach even with employee advocacy just isn’t enough—this is where paid strategies come in.

1. Boost High-Impact Content

2. Target Specific Audiences

3. Combine Organic and Paid

LinkedIn is making it harder for company pages to succeed without investing in paid strategies, but that doesn’t mean organic is dead. By focusing on the formats and strategies that still work, you can create a balanced approach that builds visibility and engagement.

The key takeaway? It’s all about quality over quantity—crafting meaningful posts, experimenting with formats, and being smart about when and where to invest your resources.

Thanks for hanging out with me! Let’s stay connected here on LinkedIn, and feel free to reach out if you want to discuss LinkedIn engagement strategies further. 

I am in the process of updating my LinkedIn resources right now, and I don’t want to send you anything outdated. If you want to join my email list, you can do so on my website: http://www.mindiramsey.com 

Until next time, keep those connections real and those conversations meaningful.