9 reasons why you should focus on your LinkedIn profile, not your company page

Since I became a LinkedIn Top Voice, people asked me many questions about LinkedIn tricks and how I became a top voice. 

So, instead of keeping my secrets, I will share more insights with you here. We definitely need more people like you to raise awareness about biodiversity on LinkedIn. 

Today, we will focus on one of the questions I receive the most. 

"Should I publish my content on my profile or the company / NGO page?" 

My straightforward answer is your profile page. So, let's dig into why. 

9 reasons why you should focus on your LinkedIn profile, not your company page 

Disclaimer: This is written for nature ventures that do not yet have an entire marketing team behind them. 

#1 The Algorithm wants you

Look and scroll through any social media; you will always see people's profiles performing much better. 

People are preferred and prioritized over companies. 

LinkedIn is no different. Test it for a second. 

Open your LinkedIn app and scroll through your feed. How many posts of companies do you find? 

Exclude the paid ads and the ones that are shared by yet again a personal profile; you will quickly realize that you barely see the posts of companies. 

#2 People trust people

Especially if you are not a WWF or Patagonia yet, you need to establish trust in people. 

Establishing trust with a person is much easier than creating this for a company. 

As long as you are smaller or medium-sized, there is a great chance that they will come across your face anyway, so it is crucial to develop trust in you as a person. 

Why? 

Higher trust = higher chance that the person on the other side supports you via donations, product purchases, service bookings, etc.

Who would you trust more? 

Wild Business Mates or Oliver Dauert. 

Wild Business Mates, you may see the logo a couple of times, but what does that mean to you? While there is a good chance you came across my content somehow and thought that resonates with me, I will give this guy a chance. 

#3 You can still share content

Just because you mainly use your personal profile to publish content doesn't mean that you have to stop posting from your company account entirely. 

You can still make the occasional post, and more importantly, you can now repost your personal profile content on your company page. 

It's still content, just the other way around. 

#4 Build Authority 

You don't only need to build up trust at the beginning. It would help if you also built up authority. 

People want to know if you are knowledgeable and have what it takes to help them. 

People might like and trust you, but it still doesn't mean they would give you their or their company's hard-earned money. 

Until you reach a company or NGO of a size >50 employees, people perceive:

You = Your nature venture 

By constantly posting high-quality content, they will quickly see that you know what you are talking about. 

#5 Less engagement 

The problem with company posts is also the lack of engagement they receive. 

And engagement (comments, reposts, likes, etc.) is the holy grail you want. 

Everyone can quickly gain followers. You would just need to turn on creator mode and connect everyone under the sun because every connection becomes a follower. You can get up to 30,000 followers like this; then, you can't connect anymore with new people. 

But the number of followers doesn't matter. It matters that the people following you are engaged with what you have to say because only if they care will you have some sort of benefit. 

That is why you sometimes see accounts with massive followings but zero likes under their posts.

Engagement is the holy grail. Not convinced? 

Check out this company account from my sustainability bank. They produce high-quality content and have 33,000 followers. 

Average engagement rate, far below 300 likes &co. Meaning less than 1% engagement. 

Now check their Founder. 20,000 followers yet regularly above 400 likes & co. Engagement rate of 2%

 🎤

⬇️

Mic drop

#6 Lack of resources

If you are reading this, there is a good chance you are not working for a nature corporation. This means you need to be smart about where you put your efforts. 

If you can get entirely different results with the same input, you should focus on the one that delivers the highest impact. 

And as you can see, that is one of your personal accounts. 

#7 Remember your goal

That is often the one that is overlooked. Why are you posting content to begin with? 

Do you just want to meet cool nature people? 

Do you look for customers? 

Do you want to get on the radar of impact VCs? 

Do you want people to recognize your brand? 

Do you want to get invited to nature podcasts?

You usually do this kind of marketing in the earlier and mid stages because you need to find some supporters. 

So, if you reached the size where it is solely about branding, please go ahead and boost your company page with your marketing team. 

My goals from the start were: 

• Finding likeminded biodiversity folks

• Educate people in companies about biodiversity 

• Build up trust & authority that companies would subscribe their employees to Wildya or hire me as a business consultant for their biodiversity business

What is yours? Based on your answer, you might want to challenge everything I said here. 

Or not. 

#8 Your profile can still convert

Many people are worried that their profile can't be as converting (as in getting people to buy or donate) as the company pages. 

I think the opposite is true. 

Profiles are a much better way to get leads to your website & co. 

On your profile, you can have: 

• a catchy header image

• headline of what you do

• call to action link to your website/Linktree

• a direct person they can contact if they have questions

• Featured section to show your nature projects/products/services

On the other hand, company pages are a nightmare regarding UX (user experience), and you often need to click numerous times to get to the exciting stuff.

#9 Easier to work with 

A big part of getting value from LinkedIn is if you actually put in time and value in yourself. 

Commenting, liking, and sharing posts is a big part of getting others to engage with your work, too. 

Pay it forward, so to speak. 

Let's be honest: how often are you taking the time to go on your company profile and start engaging with it on other people's content? 

Highly unlikely. 

Like all of us, there is a much bigger chance that you scroll the feeds with your account. So, use the time and opportunity to hit the keyboard directly and engage with others. 

And that's it. Are you convinced, or do still have questions? 

Just write back to the e-mail, and I will happily tackle it. 

But now it is your turn! 

5 actions you can take to switch from your company to your profile

1. Turn on creator mode: Go to your profile and turn it on, allowing you to use more features. 

2. Clean up your profile: Take 30 minutes to clean up your profile and make it pop. Pimp your headline, create a great header image, add a catchy Call to action link, etc.

3. Clean up your company page: Yes, you heard that right. I still want you to have a company/NGO page. So make sure it is truly reflecting your current activities. 

4. Start commenting: You don't have to start posting immediately but engage. Take 10 minutes per day just to engage with the relevant posts of others. 

5. Dedicate time: After a while of doing that, set yourself a weekly time budget to invest into your Linkedin journey and start executing. 

Cheat sheet to boost your Linkedin profile 

Best Linkedin tips experts: 

Jasmin Alic

Richard van der Bloom

Justin Welsh

Ghostwriter (someone writing your posts): 

Roman Pikalenko  haven't worked with him, but seems like a genuinely good guy, and I like his way of writing 

Best tools: 

Canva - for header creation

Grammarly - for proofreading

Midjourney - for unique images

Unsplash - for great pictures

I would avoid Chat GPT if you are starting. First, find your voice and what you want to say; later, you can then use it to refine or improve. 

LinkedIn can look like a maze, especially if you are starting to invest time into your biodiversity business page and you don't get the results you are wishing for. 

Switching and focusing on your profile page can be the game changer for you to get your presence to a new level and get you closer to your goals. 

It is even better if you have co-founders or other team members who are highly connected to your mission. 

You would create a LinkedIn herd for your nature venture, so to speak. 

I hope this brings a bit more clarity into your LinkedIn journey. 

Have a wild week! 

Best,

Oli

🌱 P.S. If you found this guide helpful, consider sharing it with a fellow ecopreneur. Together, we can make a bigger impact!

🦧 Whenever you are ready, there are 2 ways Wild Business Mates can help you grow and double your impact:

1. 1-to-1 business consulting. Detailed and personalized consulting to double the impact of your biodiversity organization in the shortest possible time. Book a free intro call. 

2. Wild Business Mates in Action. Wild Business Mates help you execute in areas you are struggling with. Tech, Marketing, Sales, Communication, etc. We can realize all the steps I mentioned above.