LinkedIn Company Page Strategy

Produce a complete Company Page strategy for the client. Every section must be populated with client-specific content — no generic filler. Apply British English throughout. Default to Uganda/East Africa context unless the client specifies otherwise.

This skill covers the organisational LinkedIn asset. For the founder or consultant's personal profile strategy — headline formula, AIDA post structure, connection tactics, thought leadership approach, and individual brand strategy for artists, politicians, and creatives — apply the platform-linkedin skill.

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Use when

• Generates a complete LinkedIn Company Page strategy — page setup, admin structure, content approach, follower growth, Sub-Pages, and Events. Invoke when a client is an organisation (company, NGO, agency) that needs to build or optimise their Company Page as a credibility and lead generation asset. Complement with platform-linkedin for personal profile strategy.
• Use this skill when it is the closest match to the requested deliverable or workflow.

Do not use when

• Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
• Do not use it when another skill in this repository is clearly more specific to the requested deliverable.

Workflow

1. Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
2. Follow the section order and decision rules in this SKILL.md; do not skip mandatory steps or required fields.
3. Review the draft against the quality criteria, then deliver the final output in markdown unless the skill specifies another format.

Anti-Patterns

• Do not invent client facts, performance data, budgets, or approvals that were not provided or clearly inferred from evidence.
• Do not skip required inputs, mandatory sections, or quality checks just to make the output shorter.
• Do not drift into out-of-scope work such as code implementation, design production, or unsupported legal conclusions.

Outputs

• A structured markdown document, plan, playbook, or strategy ready for client-facing or internal use.

References

• Use the inline instructions in this skill now. If a references/ directory is added later, treat its files as the deeper source material and keep this SKILL.md execution-focused.

Required Input

Ask for the following before generating any output:

• Client name and industry — trading name and sector (e.g. "SaaS — SME accounting software")
• Country / city — defaults to Kampala, Uganda if not specified
• Primary goal — brand credibility / B2B lead generation / talent acquisition / investor relations
• Current follower count — or "none — starting from zero"
• Target audience — 2–3 decision-maker job titles and the industries where they work
• Personal posting willingness — will the founding team or leadership post personally? (yes/no and frequency) — this determines the amplification strategy
• Budget band for paid — none / low (under UGX 500K/month) / medium / high
• Brand voice — reference 04-brand-voice-intake output if available; otherwise note the three tone adjectives

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1. Company Page Setup — 13-Step Checklist

Complete all 13 steps before publishing any content. A complete page receives 30% more weekly views than an incomplete one (Raymond and Johnston, 2021). Pages reach approximately 3% of followers organically — less than half the reach of personal posts (~10%). This is why the personal amplification strategy in Section 4 is not optional.

Completeness checklist:

1. Logo — 300×300px; transparent or white background; consistent with all other platforms
2. Cover image — 1128×191px; include the brand tagline, website URL, and one CTA (e.g. "Book a demo")
3. Tagline — 120 characters maximum; state precisely what the business does and for whom; this is prime search real estate
4. About / Overview section — 2,000 characters maximum; open with the value proposition; include keywords the target audience searches; state location, services, and a closing CTA; do not use the About section as a mission statement — it is a search-optimised landing page
5. Specialties — up to 20; use specific service and product terms rather than generic industry words; Specialties are indexed by LinkedIn search
6. Page hashtags — follow 3 hashtags relevant to the client's audience and content focus; the Page can then comment and engage in those hashtag communities
7. Custom URL — set to linkedin.com/company/[brand-name]; use the brand name, not a number
8. CTA button — configure for the primary goal: "Visit website" for brand credibility; "Contact us" for lead generation; "Learn more" for audience education
9. Featured content — pin the most important post, resource, or announcement; update when better content is available
10. Location — add street address or city; location data improves local search visibility
11. Company size — select the correct band; affects how the Page appears in recruiter and procurement searches
12. Page type and industry classification — set the correct industry category; this feeds LinkedIn's content recommendation algorithm
13. Admin profile linking — all active admins must link their personal profiles to the Company Page via their Experience section; this increases Page credibility and organic reach

Posting cadence note: weekly posting doubles engagement compared to less frequent posting. Posting five or more times per week on a Company Page suppresses the reach of each individual post. Three posts per week is the optimum for most SME clients.

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2. Admin Roles

Assign roles before the first post goes live. The wrong admin structure causes inconsistent tone, missed comments, and content gaps.

Internal roles:

Role	Can publish?	Can edit page?	Can manage admins?	Can view analytics?
Super Admin	Yes	Yes	Yes	Yes
Content Admin	Yes	No	No	Yes
Curator	Suggest only	No	No	No
Analyst	No	No	No	Yes

Paid media roles (only relevant when paid budget exists):

Role	Function
Sponsored Content Poster	Boost posts and run sponsored content campaigns
Lead Gen Forms Manager	Create and manage lead gen forms for paid campaigns
Pipeline Builder	Sales Navigator integration for account targeting

Minimum viable admin structure:

• Solo operator: one Super Admin (founder or consultant)
• Small team: Super Admin (brand owner) + Content Admin (social media manager)
• Agency managing client account: Super Admin retained by client; Content Admin role for the agency

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3. Content Strategy

Apply the Know, Like and Trust framework (Raymond and Johnston, 2021) as the organising principle for all Company Page content. The audience must encounter the brand enough times to Know it exists, Like what it stands for, and Trust it enough to act. A page heavy on Trust content (case studies, credentials) without Know or Like content will not grow because it has no top-of-funnel pull.

Three content categories — use all three in every monthly content plan:

Category	What it does	Examples
Big Picture	Builds awareness and positions the brand as informed	Industry trends, sector news, market observations, thought leadership on business challenges
Human Interest	Builds affinity and the Like stage	Team stories, behind-the-scenes, company culture, values-based posts, employee spotlights
Products & Services	Builds Trust and drives conversion	Service explainers, client outcomes, product demonstrations, case studies, pricing guides

Apply the 10-4-1 rule (Bodnar and Cohen, 2012) across these categories: Products & Services content should not exceed 10–15% of total volume. Big Picture and Human Interest content carry the majority of posts.

Assign each content type a Hero / Hub / Hygiene tier (YouTube/Google model):

• Big Picture posts are typically Hub — regular, expected, community-building
• Human Interest posts are typically Hygiene — always-on, humanising the brand
• Products & Services posts are typically Hero for major announcements, Hygiene for FAQ-style explainers

Content techniques:

• Series — recurring formats on a fixed schedule (e.g. "Monday market insight", "Friday team spotlight"). Series build an audience expectation that drives return visits and follows.
• Repurposing — a blog post becomes a carousel; a webinar becomes three short video clips; a research report becomes five separate insight posts. Repurposing multiplies content output without proportionally increasing production effort.
• Themes — a monthly or seasonal content focus aligned to the business calendar (e.g. tax season for an accounting firm, harvest season for an agri-business). Themes make the content plan coherent to the audience.

Five posting mistakes to avoid:

1. Wall of text — use white space; one idea per paragraph; make posts scannable on a mobile screen
2. Over-promotion — Products & Services posts must not dominate the mix; audiences unfollow pages that feel like catalogues
3. Cross-posting without tailoring — content written for Instagram or Facebook reads as off-brand on LinkedIn; always rewrite for the professional register
4. Too many hashtags — maximum 3–5 per post; more than 5 reduces reach
5. External links in the post body — LinkedIn suppresses reach for posts that send users off-platform; paste the link in the first comment and add "(link in first comment)" at the end of the post

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4. Follower Growth — Invite System and Growth Strategies

The invite system:

• Each Company Page receives 100 invite credits per month, pooled across all admins
• Credits are consumed when an invitation is sent; credits are returned when the invitation is accepted — the net cost of successful invitations is zero
• Invitations can only go to first-degree connections of Page admins
• Practical implication: the more admins with large, relevant networks, the larger the monthly invitation pool

Traction threshold: 500–1,000 followers is the point at which LinkedIn's algorithm begins surfacing the Page in discovery results and "Pages you might like" recommendations. Before this threshold, growth requires active effort.

Three growth strategies — select based on the client's current follower count and goal:

Strategy	Approach	Best stage
Brand Awareness	Broad invite campaigns using all available credits each month; cross-promote the Page URL in email signatures, other platform bios, WhatsApp broadcasts, and website footer	0–500 followers — building base
Niche Community	Targeted invites to specific job titles and industries; content tuned to a defined professional audience; engage actively in the 3 Page hashtag communities	500–2,000 — qualifying the audience
Account-Based Marketing	Target follows at specific named companies; content designed to resonate with decision-makers at priority accounts	2,000+ or B2B clients with a defined Ideal Client Profile

Employee amplification: each employee has their own 100 invite credits per month. A team of five generates 500 targeted invitations per month — five times the Page's direct capacity. Provide employees with a one-paragraph brief on who to invite and a suggested invitation message. For the full employee activation programme, apply the playbook-employee-advocacy skill.

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5. Sub-Pages

Sub-Pages allow a Company Page to host distinct brand assets for different audiences, products, or initiatives without creating a separate unrelated Company Page.

Showcase Pages

• Up to 25 per Company Page
• Purpose: separate content feeds for distinct brand units, geographic markets, audience segments, or ongoing initiatives (e.g. a recruitment brand, a CSR programme, a product line targeting a different sector)
• Each Showcase Page has its own follower count, content feed, and admin team
• Visible under "Affiliated pages" on the main Company Page
• Use when: the initiative has a distinct audience that does not overlap meaningfully with the main Page's followers, and the client has the content capacity to maintain a separate feed
• Do not use when: follower counts are below 1,000 — creating sub-pages before critical mass fragments the brand's presence and splits follower growth

Product Pages

• Up to 35 per Company Page
• Require LinkedIn approval before going live (submit via the Company Page dashboard)
• Features: product name, description, logo, media (images and video), customer recommendations, featured customers
• Functions as a LinkedIn product catalogue — each product has a dedicated page within the Company Page
• Customer recommendations appear as social proof directly on the Product Page
• Use when: the client has discrete, named products with distinct buyer audiences and wants to accumulate public social proof at product level
• Do not use when: the client offers bespoke or project-based services where a product-style listing would misrepresent the offering

Subsidiary / Acquisition Pages

• Enterprise-level feature; links acquired companies or subsidiaries to a parent Company Page
• The subsidiary's page shows "Part of [Parent Company]" in its profile
• Not applicable to most SME clients; note this feature exists for reference if the client grows

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6. LinkedIn Events

Two event types:

Type	Follower requirement	Registration	Best for
Off-platform event	None	External (Eventbrite, Google Forms, landing page)	Workshops, conferences, product demos, client events
LinkedIn Live	150+ followers	Internal LinkedIn registration	Webinars, panel discussions, product launches, Q&A sessions

LinkedIn Live requires a third-party broadcasting tool (StreamYard, Restream, or similar). It cannot be broadcast directly from a standard device without this.

Registered vs non-registered events:

• Registered: attendees opt in; the organiser sees the attendee list and can send direct follow-up messages
• Non-registered: awareness only; no attendee data is captured — use only for broad awareness goals, not for lead generation

Promotion cadence:

When	Action
2 weeks before	Announce the event with a post; begin sending invitations (limit: 1,000 per admin per week)
1 week before	Reminder post highlighting a key benefit or session preview
Day before	Final reminder post; share any preparation instructions
Day of event	Go live or share event link; engage in event comments in real time
Within 48 hours after	Recap post with key takeaways; send connection requests to all registered attendees not yet in the network

Post-event follow-up: registrants are warm — they self-selected as interested in the topic. Send personalised connection requests within 48 hours and reference the event in the message.

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7. Thirty-Day Company Page Content Plan

Deliver 20 posts across four weeks. Each entry includes format, content category, hook line, content brief, and CTA. Populate every field with content specific to the client's industry and audience — no generic placeholders.

Week 1 — Establish the Page

#	Format	Category	Hook line	Content brief	CTA
1	Text post	Human Interest	"We help [target audience] with [outcome]. Here's who we are."	Introduce the company, the problem it solves, the team behind it, and what makes it different. Warm and specific — not a press release.	"Follow our page for weekly updates."
2	Document / carousel	Products & Services	"What we do — and the problem each service solves."	One slide per service: name / problem it solves / one-line outcome. Final slide: CTA. 8–12 slides.	"Send us a message to find out more."
3	Text post	Big Picture	"[Industry observation relevant to target audience]. Here's what we're seeing."	Specific, credible observation about the client's sector. Name the pattern; state the implication for the target audience.	"Follow for weekly industry insight."
4	Text post	Human Interest	"Behind the scenes at [Company]: how we [key process relevant to clients]."	Show the working reality of the business — preparation, team process, quality control, or day-to-day operations.	"Comment with a question — we'll answer."
5	Poll	Big Picture	"[Provocative, relevant question for the target audience]?"	3–4 answer options covering the range of positions. Follow-up post planned for results day.	"Vote and tell us your reasoning in the comments."

Week 2 — Demonstrate Expertise

#	Format	Category	Hook line	Content brief	CTA
6	Text post	Products & Services	"A client came to us with [problem]. Here's what changed."	Challenge / Approach / Result structure. Specific results. Anonymise if needed.	"Facing a similar challenge? Send us a message."
7	Document / carousel	Big Picture	"The [X]-point checklist every [target audience] needs for [outcome]."	Practical, actionable framework. Each slide = one step. First slide is the hook cover. Final slide = CTA.	"Repost if your team needs this."
8	Native video	Human Interest	"Here's what a day at [Company] looks like."	60–90 second walkthrough — team, space, process. Add subtitles; most LinkedIn video is watched without sound.	"Follow us to see more."
9	Text post	Big Picture	"Most [target audience] don't know about [insight]. Here's why it matters."	Specific insight that positions the brand as informed. Draw from client work or sector knowledge.	"Save this post for later."
10	Text post	Products & Services	"Here's what [client type] said after working with us."	Testimonial with context: situation before, what was done, the outcome. Attributed or anonymised.	"Reach out to discuss your situation."

Week 3 — Engage Decision-Makers

#	Format	Category	Hook line	Content brief	CTA
11	Text post	Big Picture	"[Common practice in the industry]. We think it's wrong. Here's why."	Take a clear, defended position. Three supporting arguments. Invite respectful disagreement — both agreement and disagreement drive reach.	"Agree or disagree? Tell us in the comments."
12	Document / carousel	Big Picture	"[Relevant stat or finding] about [industry]. What it means for [target audience]."	5–8 slides summarising a trend or finding. Practical implication on the final slide.	"Follow for monthly market insights."
13	Text post	Human Interest	"What's the hardest part of [challenge the target audience faces]? We'll start."	Pose a genuine question. Share the company's own answer first to set the tone. Return to reply to every comment.	"Drop your answer below."
14	Event post	Products & Services	"We're hosting [event name] on [date]. Here's what you'll get."	Announce the event with 3 key things attendees will learn or gain. Registration link in first comment.	"Register via the link in the first comment."
15	Text post	Human Interest	"We're proud of [team member / achievement]. Here's the story."	Specific team spotlight or milestone. Name the person, describe the achievement, state what it means for clients.	"Congratulate the team in the comments."

Week 4 — Convert and Grow

#	Format	Category	Hook line	Content brief	CTA
16	Text post	Products & Services	"If you're a [target client] dealing with [problem], this is for you."	Direct description of the service: who it is for, what they get, the outcome, how to start. No jargon.	"Send us a message to start a conversation."
17	Document / carousel	Human Interest	"A look back at [month]: what we built, who we helped, what's next."	Highlights: client wins, content milestones, team news. Final slide previews next month.	"Follow to stay updated."
18	Text post	Big Picture	"One thing we learnt this month that every [target audience] should know."	Honest, specific professional reflection. What happened, what was observed, what changed.	"What's a lesson your business learnt recently?"
19	Text post	Human Interest	"We're growing. Here's who we're looking for — and what it's like to work with us."	If hiring: role + responsibilities + how to apply. If not: team spotlight on a current team member.	"Tag someone suitable, or apply via DM."
20	Text post	Big Picture	"That's [month] done. Here's what we focused on — and what's coming."	Honest monthly recap. Forward-looking. Personal and specific.	"Follow along — more coming in [next month]."

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8. KPIs

Track all metrics monthly via LinkedIn Page Analytics. Review using the meta-reporting skill at the end of each month.

Company Page engagement rate formula (Raymond and Johnston, 2021):

Engagement rate = (Likes + Comments + Shares + Clicks + Follows) ÷ Impressions × 100

This formula is broader than the formula commonly used for personal posts (which counts only Reactions + Comments + Shares). It includes Clicks and Follows because Company Page objectives include driving traffic and acquiring followers — not only generating discussion.

KPI	Benchmark	Review trigger
Engagement rate	2–4% organic	Below 2% for 4 consecutive weeks: increase Big Picture and Human Interest content; reduce Products & Services ratio
Follower growth	5–10% monthly (growth phase)	Track net new followers; monitor invite acceptance rate separately
Post impressions	Growing month-on-month	Segment by content category to identify what the algorithm favours
Invite acceptance rate	20–40%	Below 20%: reassess who admins are inviting — quality over volume
Event registrations	Set a target per event	Registered events only; track separately from organic post performance
Click-through rate	1–3% for posts with links	Links in first comment; use UTM parameters
Sub-Page follower growth	Positive month-on-month	If a Sub-Page is not growing, consider consolidating back to the main Page

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Quality Criteria

• The 13-step setup checklist is complete; completeness payoff stats (30% more views; weekly posting = 2× engagement) are cited with source
• Admin roles table distinguishes internal roles from paid media roles; minimum viable structure guidance covers solo, small team, and agency scenarios
• Know, Like and Trust framework is applied as the organising principle for the content strategy section — not merely named, but operationalised through the three content categories and the 10-4-1 rule
• The invite system is explained with the credit-return mechanic clearly stated; growth strategies are mapped to follower count stage
• Sub-Pages section includes a decision framework (when to use and when NOT to use) for both Showcase and Product Pages, not just a description of features
• Events section distinguishes off-platform from LinkedIn Live with specific requirements for each; promotion cadence states named timeframes and specific actions at each stage
• The 30-day plan contains 20 posts with all five fields (format, category, hook, brief, CTA) populated; entries are written as client-specific briefs, not generic templates
• Engagement rate formula is cited correctly from source; the difference from the personal post formula is noted
• platform-linkedin is cross-referenced in the introduction for personal profile strategy — no duplication of personal profile content in this skill
• British English spelling throughout; no American spelling variants