Zoe Cairns's Linkedin Analytics

Looking forward to speaking at The Richmond Market Insight Forum next week at Savoy Place.

Not sure whether to post on your Personal Profile or Company Page? Here’s a simple approach to help you decide and make both work harder for you. Balancing your presence on LinkedIn can feel confusing, especially when managing both a personal brand and a business brand. But it doesn’t need to be complicated. Here’s my go-to rule: ONE ↳ Post to your Personal Profile when it’s about you. Have you attended an event? Reached a personal milestone? Sharing a thought or opinion on industry trends? Your personal profile is where those stories belong because people follow you for your voice and insight. Once posted, share it on your Company Page with a brief roundup or extra context. TWO ↳ Post to your Company Page when it’s about the business. Company announcement, news, team update, or product milestone? Start with your Company Page. Then share to your personal profile with your thoughts, this helps add a human connection and extend its reach. THREE ↳ Use both to complement each other. This strategy gives you the best of both worlds: The visibility and trust that comes from a personal profile, and the consistency and professionalism of a business page. You don’t have to choose one or the other. Just choose the right one for the right moment. How do you approach posting on both pages? To your successes, Zoe

Are you looking to build more visibility on your LinkedIn Company Page? Get your team involved, without adding hours to their workload. Many companies underestimate how powerful their team can be in growing reach and credibility on LinkedIn. And no, it doesn’t mean asking them to post cringey selfies or become content creators overnight. Here’s what does make a difference: ONE ↳ Engage with Company Page posts. A simple like or comment from team members increases visibility and signals activity to the algorithm. TWO ↳ Share relevant updates with their own network. Whether it’s an event, announcement, or project milestone, encourage them to re-share posts with a short insight or message in their own voice. This helps them build their own thought leadership along with company updates. THREE ↳ Tag the Company Page in professional updates. If they’re attending an event, speaking, or completing a course, tagging your Page adds visibility and credibility. FOUR ↳ Mention the Company Page in comments. When joining relevant conversations on LinkedIn, a quick mention helps increase brand awareness, especially in industry threads. When your team gets involved in simple, authentic ways, you build momentum. And you create the impression of a brand that’s active, people-led, and proud of its culture. What’s one small step your team could take this week? To your successes, Zoe ------------------------------------------ Loved this post? You’ll love what we’re doing inside the Social Media Training Membership. Right now, we’re running sessions focused on LinkedIn, including profile audits and practical how-tos. Come and join us, and try it free for 7 days! https://lnkd.in/ei7uMMRV

Do You Really Need a LinkedIn Company Page? (Here’s How to Decide) If you’re a consultant, coach or solo business owner, you might’ve asked yourself this: “Do I need to manage a LinkedIn Company Page on top of everything else?” You're already creating content, looking after clients, and juggling the day-to-day of running a business. Adding another platform can feel like a stretch. So here’s a simple way to think about it: ONE ↳ If you're building a personal brand… Focus on your profile. Your audience wants to connect with you, your expertise, your stories, and your voice. Your time is better spent showing up consistently on your personal account than spreading yourself too thin. TWO ↳ If you're building a business that can scale or sell… Then, a Company Page is worth considering. It gives your brand its own home on LinkedIn, separate from your name, which is key if you want it to grow beyond you one day. Yes, it takes time to gain traction, but with the right content strategy, it builds credibility, brand value, and future-proof visibility. Or it might be that you don't want to be the face of the business! THREE ↳ Use your goal to shape your decision. Ask yourself: Am I building a brand around me? Or am I building something that could grow without me? There’s no right or wrong answer, only what’s right for you. And if you’re still unsure, let’s chat. To your successes, Zoe ------------------------------------------ Loved this post? You’ll love what we’re doing inside the Social Media Training Membership. Right now, we’re running sessions focused on LinkedIn, including profile audits and practical how-tos. Come and join us, and try it free for 7 days! https://lnkd.in/ei7uMMRV

Are you struggling to get engagement on your LinkedIn company page? (Here’s what to focus on in 2025) You’re posting regularly, keeping up with updates… but still not getting the interaction or reach you’d hoped for. It’s one of the most common things marketing managers and comms leads tell me. And the truth is, most company pages are stuck using strategies that simply don’t work anymore. The way we use LinkedIn as a company in 2025 has changed. You need content that gains attention, encourages interaction, and builds trust with your audience. Here are three ways to start shifting your results: ONE ↳ Start conversations, not broadcasts. Company updates that read like newsletters rarely perform well anymore. Instead, use your posts to open a conversation. Ask a question. Share a relatable story. Invite your audience to comment or share their thoughts. Your content should feel human, even if it’s from a company. TWO ↳ Involve your team. One of the biggest missed opportunities? Not getting your employees involved. Encourage your team to comment, share, and engage with company posts. Better yet, highlight their stories, wins, and insights. It shows personality and builds reach organically. THREE ↳ Use formats that the algorithm loves. In 2025, LinkedIn continues to favour content where people spend time on your posts. Think carousels, polls, short-form videos, and document posts. Vary your formats and test what gets the most interaction. Regular analytics check-ins will show you what’s resonating and what needs rethinking. You don’t need to post more, you just need to post smarter. Your company page can absolutely be a space that brings in leads, encourages engagement, and builds trust. But it starts with sharing content that connects. Are your LinkedIn posts creating conversation? To your successes, Zoe

A day of data! 📊 Wow, what a brilliant day at Richmond Events for The Richmond Market Insight Forum. Thank you Emma Doniger for the opportunity of speaking. Looking forward to the next one! Loved spending the day with the amazing Rachael and Ben from Your Video Team and also hearing the fabulous Rory Bremner, comedian! (Video coming tomorrow “Come with me to The Richmond Market Insight Forum)