How to Transform Your LinkedIn Page Into a B2B Growth Engine in 2025

Is your LinkedIn page struggling to generate B2B leads and support your business growth? Are you finding it hard to engage your ideal audience? You’re not alone.

In a recent episode of Strategy Talks, I sat down with LinkedIn company page expert Michelle J Raymond to explore how businesses can finally unlock the true potential of their LinkedIn pages in 2025 and beyond.

Michelle is the author of Business Gold: Build Awareness, Authority and Advantage with LinkedIn Company Pages. With years of experience helping businesses leverage LinkedIn, she’s passionate about turning overlooked company pages into powerful tools for growth, community building, and thought leadership.

Why LinkedIn Company Pages Matter More Than Ever

Michelle explains that LinkedIn pages were once the “forgotten cousin” of personal profiles, but the tide has turned:

“Covid changed the game. All of those people who had their advertising spend on other platforms brought it across to LinkedIn. You need a company page to run ads, and all of a sudden there was a lot more attention on them.”

Company pages have evolved significantly, with more features for admins and better integration with LinkedIn’s ad and content tools. Building a presence is no longer optional if you want your brand to stand out.

Leverage LinkedIn Newsletters for Greater Reach

One of Michelle’s top strategies for 2025 is LinkedIn newsletters.

She notes:

“Newsletters give us an opportunity to expand our thoughts and help people make buying decisions. They go to all your subscribers so you’re not fighting in the feed.”

Newsletters are indexed by Google, can drive consistent traffic, and help position your company as a thought leader. Michelle recommends making the first edition count, as it typically converts around 30% of your followers into subscribers.

Avoid AI Pitfalls and Focus on Authenticity

Michelle cautions against using generative AI to churn out bland, generic content for your page:

“If you don’t put some personality into it, it’s just so bland. There’s no differentiation, no creativity, and people just keep scrolling.”

Instead, she advocates using AI tools thoughtfully, for support, not as a substitute for human connection.

Build Community With Smart Invites and Valuable Content

Company page growth isn’t about vanity metrics. Michelle encourages focusing on quality followers who align with your target audience.

She says to use LinkedIn’s invite filters to build a strategic community and pairing that with content that helps your audience achieve their goals.

“Your company page content should help people make confident buying decisions. It’s not about saying how amazing you are — that’s a given.”

Embrace Video and Live Formats Thoughtfully

Video and LinkedIn Live can play a role in your strategy, but Michelle emphasizes aligning these tools with where LinkedIn is investing and how your audience consumes content. LinkedIn Live, in particular, is a strong community-building tool with options to promote before, during, and after broadcasts.

Track the Right Metrics

Michelle highlights the importance of looking beyond impressions and follower counts. Instead, focus on:

• The demographics of your followers to ensure they match your ideal audience

• Engagement rates (10-15% is a good target if you’re putting in consistent effort)

• Competitor analytics to benchmark your page’s performance

Make Your Company Page a Greatest Hits Library

Rather than trying to compete with personal profiles in the feed, Michelle suggests thinking of your page as a destination for your best content, a “greatest hits library” where prospects can see your value at a glance.

10 Smart Follow Up Prompts to Ask ChatGPT

• "How can I grow my LinkedIn company page audience strategically?"

• "What are best practices for LinkedIn newsletters?"

• "How do I use LinkedIn Lives effectively for B2B marketing?"

• "What are common mistakes with AI-generated content on LinkedIn?"

• "How do I build a LinkedIn community using company page invites?"

• "What analytics should I track for LinkedIn company pages?"

• "How do I repurpose personal brand content for a LinkedIn company page?"

• "What is a LinkedIn greatest hits library and how do I build one?"

• "What role does video play in LinkedIn company page growth?"

• "How can I position my LinkedIn page for thought leadership in 2025?"

Watch the full Strategy Talks episode