I thought this was a great question, so it's worth creating an article about it.
As we all know, in B2B business, LinkedIn is a crucial platform for building relationships and generating business.
My main approach to LinkedIn is that it is important to differentiate the content of the Company Page from the content of the executives' personal profiles . Especially in the case of a B2B company with a consultative sales model.
Company Pages should focus on Bottom of the Funnel (BoFU) content , as they are more geared towards converting leads into customers. On the other hand, executive profiles should focus on Top of the Funnel (ToFu) and Middle of the Funnel (MoFu) content to generate awareness and educate prospects at earlier stages of the conversion funnel.
What content do I publish on my LinkedIn Company Page?
This strategy makes sense, as Company Pages typically represent the russia phone number example brand and products/services more generally, while executive profiles can leverage their influence and credibility to attract new prospects and guide them through the funnel with more targeted and personalized content.
Examples of content for Company Page
BoFu content is content that targets prospects who are in the decision phase , the bottom of the funnel.
The prospect at this stage is not looking for you to educate him, he is looking for you to convince him.
That's why the content must be very direct, and above all it must demonstrate why your company is the best option, the most reliable, the safest, the most efficient to solve the problem that the prospect faces.
Examples of this type of content are: product and service demonstrations, product comparisons, specific offers, success stories, use cases, testimonials , free trials, among others.
Also content dedicated to reinforcing the brand identity and company values . That is, content that reflects the company's history, corporate values, achievements and recognitions, and corporate culture.