Why Your LinkedIn Company Page Gets No Engagement (And How to Fix It)

You're putting effort into your LinkedIn Company Page, but all you hear are crickets. Sound familiar? You're not alone. Many B2B marketers struggle to get engagement, and it’s not because they’re not trying. It’s because they’re not posting the right mix of content.

The truth is that LinkedIn’s algorithm doesn’t favour Company Pages the way it does personal profiles or paid ads. But that doesn’t mean you can’t get great results. You just need to get strategic. In this article, we’ll break down the biggest mistakes killing your Company Page engagement and, most importantly, how to fix them.

This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, which discusses this topic in more detail.

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1. The Biggest Mistake: Too Much Lead Gen Content

This might sound strange coming from someone who teaches businesses how to use LinkedIn for growth, but the biggest mistake Company Pages make is being too focused on lead generation (lead gen) content.

When everything you post is about getting more leads, the content naturally shifts into full-on sales mode. And let’s be honest, no one logs onto LinkedIn just to be sold to. Here are some classic lead gen content examples that could be hurting your engagement:

• Gated white papers – “Download this by giving us your email.”
• Event sign-ups – “Go to this external landing page and enter your details.”
• Book a demo posts – “Click here to schedule a call.”
• Case studies – “See how great we are.”
• Promos and giveaways – “Enter now!”

The problem? People can smell a sales pitch from a mile away. They know that the moment they hand over their email, they’ll be put into a marketing funnel. And if your audience isn’t engaging with your content, that’s their way of telling you it’s not what they want.

2. The Missed Opportunity: Demand Gen Content

So, if lead gen content isn’t the answer, what is? The key is shifting your focus from trying to force immediate action to building brand awareness and trust. This is what’s known as demand generation (demand gen) content.

Why does this matter? Because most of your audience isn’t ready to buy right now. Research from LinkedIn’s B2B Institute found that 95% of B2B buyers aren’t in the market at any given time. That means if all your posts shout, “Buy now!” and your audience isn’t ready, they’ll ignore you.

Demand gen content is different. It focuses on educating, providing value, and building trust so that when people are ready to buy, they think of you first.

Here’s what that looks like:

• Industry insights – Share unique research or trends that help your audience stay informed.
• Educational content – Teach your audience something useful about their industry or the problems they face.
• Behind-the-scenes content – Show how things work inside your business and highlight your company values.
• Employee spotlights – Showcase the people behind your brand.

When you stop making your content all about you and start making it about them, engagement skyrockets.

3. The Fix: The 3-2-1 Content Strategy

If you want to fix your engagement problem, you need a better balance of lead gen and demand gen content. That’s where my 3-2-1 Content Strategy comes in.

Here’s how it works:

For every six posts, follow this ratio:

3 x “Good to Know” Posts (Thought Leadership & Industry Insights)

• These posts help your audience make better decisions.
• Examples: Industry trends, research, expert opinions, and practical tips.

2 x “Good to Feel” Posts (Brand Personality & Values)

• These posts showcase your company culture and what you stand for.
• Examples: Behind-the-scenes, employee highlights, company milestones, CSR initiatives.

1 x “Good to Buy” Post (Lead Gen)

• These posts encourage action - but only after you’ve built trust.
• Examples: Event sign-ups, white paper downloads, product launches.

This strategy ensures you provide value first before asking for anything in return. When you get this mix right, you’ll see a massive improvement in your engagement rate and, ultimately, your lead quality.

4. Take Action: Audit Your LinkedIn Company Page

By balancing demand gen and lead gen content, you don’t just generate leads. You generate high-quality leads that are much more likely to convert.

Now it’s time to put this into action. Here’s your challenge:

1. Go to your LinkedIn Company Page and review your last 20 posts.
2. Categorise them: Are they Good to Know, Good to Feel, or Good to Buy?
3. Adjust your content strategy using the 3-2-1 rule to create a better balance.

If all you see are “Download our white paper” and “Sign up for our event” posts, it’s time to change. Give your audience more value, and watch your engagement grow.

5. Final Thoughts

Engagement on your LinkedIn Company Page isn’t about gaming the algorithm. It’s about earning attention and trust. By shifting your focus from chasing leads to building relationships, you’ll create a content strategy that works long-term.

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Cheers!

Michelle J Raymond