Wondering whether or not to post content from your Page or from your LinkedIn Profile -- or both? Each provides a unique way to connect with your audience.

Approaching your LinkedIn Page strategically is the key to getting results, and some of you may not even need to use your Page at all!

In this next episode of Mondays with Mindi, we're going to delve into LinkedIn Pages...

→ What you need to know about setting up a Page

→ When to post from your Page

→ How to use your Page and Profile together

Every Business Needs a LinkedIn Page

Have you wondered about your LinkedIn Page? Do you need one if you’re not a business with dozens of employees? What if you’re a freelancer, solopreneur or small business owner?

Do you need a Page AND a Profile? Are Pages useful? Do you actually post to a Page?

For those of you who are an owner of any sized business, I always suggest you create a LinkedIn Page for your business. It’s important to signal to people on LinkedIn that you have a legitimate business, even if you’re not planning to do much else with your Page.

LinkedIn Pages are valuable in a few different ways, but one thing to note is that you cannot treat a LinkedIn Page like you would a Facebook Page or Instagram account.

They are NOT AT ALL the same.

For most of us using LinkedIn, Pages are not the most important or relevant way to engage with our audience or target market on LinkedIn.

BUT, you must have a LinkedIn Page if you have a business. It’s critical to set one up ASAP.

So, what happens if you don’t have a LinkedIn Page?

LinkedIn automatically will create one for you - and you’ll have to contact them to claim it (kinda’ a pain to do)
You’ll have that little building icon in your job experience, which looks pretty blank and gives the appearance that you don’t have a legitimate business
You could miss a number of business opportunities when people actually search for your business on LinkedIn and cannot find it
If you have a medium-sized business (or bigger), there’s missed opportunity to post consistently and get engagement on your Page and also leads back to your profile
You will miss out on the power of using your Page and Profile together - there’s synergy here when done well

...but not to worry, we’re going to discuss a few important “getting started” tips for LinkedIn Pages to help you get crystal clear on what you need to do next with your LinkedIn Page.

Having a decent LinkedIn Page ensures you cover all of the bases and can easily be found and appear credible to your target audience - a little thought here goes a long way.

Best part is… it only takes about 15 minutes to set up a Page if you don’t have one yet.

What’s a LinkedIn Page For?

A common mistake I see quite often is not understanding what to do with the LinkedIn Page and when to use it.

Many people either create a Page and start posting from the Page instead of their profile, or they fail to create a Page at all.

In a nutshell, a LinkedIn Page adds credibility to your company.

If you are a solopreneur, a freelancer, or have your own business - you MUST create a LinkedIn Page and link to it from your profile at the very least.

If you don’t take away ANYTHING else from this session, except to go set up a LinkedIn Page, that is a success!

You MUST have a LinkedIn Page and link to it from your profile, no matter how big or small your business is.

Here’s where you can set up the LinkedIn Page if you don’t have one already set up.

What’s a LinkedIn Profile For?

Now that you understand the importance of the LinkedIn Page, it’s important to know that the most important account on LinkedIn is your personal profile.

Your Page cannot connect with people on behalf of your business.

Your Page cannot replace your profile.

Your Page cannot build relationships or message anyone.

Your LinkedIn profile can do all of those things, PLUS a lot more when you know how to use it alongside your Page.

If you’re a business owner who’s still relatively new to LinkedIn, focus on just getting the basics set up on your LinkedIn Page and focus the rest of your energy on your LinkedIn profile.

Your LinkedIn profile is really where all of the magic happens on LinkedIn. When you hear people talking about “growing their business with LinkedIn,” they’re not talking about their Page.

They’re talking about using their personal profile to build relationships, get conversations and attract new clients.

While we’re on the topic of LinkedIn profiles, check out my free LinkedIn profile guide that comes with a mini-training to get going on refreshing your profile.

Building Credibility With Your LinkedIn Page

Now, let’s get back to talking about your LinkedIn Page. One way to think about your LinkedIn Page is that it’s the place where people go to learn about your company.

I like to break it down into two segments based on company size.

Those of you with a company in the 1-10 employee range - all you need to do is set up a Page, and you don’t need to actually post to the Page.

Most solopreneurs or small companies don’t need to use their Page because they are the “face” of the brand, and people are much more likely to engage with the person over the Page.

Those with a B2B company of 11+ employees - you should set up a Page and regularly post to the Page and ensure it’s active.

With a B2B company of this size, it’s important to post at least once or twice a month, depending on how much content you have access to and bandwidth to manage the Page.

Keep it simple and focus on reposting content from other channels.

Here’s an example of a Page that I think does a good job of managing content.

Ask These 5 LinkedIn Page Questions Before You Post

Which category are you in? Think about what you want to accomplish with your Page.

I’ve had some people in the 1-10 employee range who still wanted to use their Page and cross-promote content onto their personal profile.

One example could be that you have a podcast, and you like to share episodes of the podcast from your LinkedIn Page and to your Profile. You want to build up a following for the podcast, and that may (or may not) be 100% dependent on their connection with you as an individual.

For those of you who are eager to use your LinkedIn Page effectively and actually want to post, here are some questions to ask yourself to help you determine when to use your Page over your Profile.

#1 - Is your Page the best place to share this content?

The difference between a Page and Profile is pretty important.

Pages are for more company-related and “formal” content. It’s not the place for an insightful, reflective piece or a rant.

Profiles are where you will see the most engagement and connect more one to one with your audience.

Pages allow you to easily create Events and actually get the contact information for people who RSVP to your events, while creating an Event from your profile is a bit more limited and will not collect attendees’ information.

#2 - What’s your objective for your LinkedIn Page?

Sometimes just posting regularly and keeping the Page active is enough, while others are trying to get more followers and boost engagement.

Ask yourself which objective matters most to you. Can you get a better result from your personal profile, or is the LinkedIn Page where you are wanting to build community?

#3 - How much content do you have available to post?

If you’re creating fresh weekly content, you might have a backlog of content to potentially post to a LinkedIn Page and also your LinkedIn profile.

If you’re not creating content frequently, then you might struggle to figure out what to post and will lack the frequency required to make your Page engaging enough for people to follow.

If in doubt, don’t post from your Page if you don’t have a really good amount of content.

#4 - Do you have someone helping you to post content?

If you don’t want to spend time every week posting to your LinkedIn Page, it may be a good idea to enlist the help of a social media manager post your content and manage your Page. Ideally, this person should have some experience with managing Pages.

Otherwise, plan to set aside at least 20-30 minutes weekly to check in on your Page, look at followers, check your analytics, and post some content.

#5 - How often do you plan to post content?

I tend to recommend posting once weekly if you have the amount of content required to keep up this frequency, and once every weekday is ideal if you have a larger company.

If you can only post monthly, that’s okay. Just don’t let it go too long.

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Let’s recap!

Is your Page the best place for that piece of content?
What’s your objective for your Page?
How much content do you have available?
Do you have someone helping you post?
How often do you plan to post to your Page?

Remember: If you’re limited on time, focus on your LinkedIn Profile before ever posting to your LinkedIn Page. Once you find a good rhythm with your profile and want to take it a step further, that’s when your Page can be used to amplify your content and raise brand awareness.

If you’re looking for that extra edge to get your started on the right path, get on the waitlist for The 90-Minute LinkedIn Profile available in early October, which is tailored to take you through optimizing the seven sections of your LinkedIn profile in less than 90 minutes. If you’re interested, here’s the link to get on the waitlist and find out a few more details.

I’ll see you next week on Mondays with Mindi! Feel free to leave questions or comments below👇 - and my inbox is open if you want to message me directly! :)