CMO · Playbook · Intermediate · Saves 40+ hours
LinkedIn Company Page Playbook
The complete playbook for optimizing and maximizing your LinkedIn Company Page presence.
What's included
- Page optimization checklist
- Content strategy for LinkedIn
- Posting best practices
- Employee amplification
- Analytics and optimization
- LinkedIn features guide
Best used when
- Optimizing company page
- Increasing LinkedIn performance
- Training social team
- Launching on LinkedIn
- Improving organic reach
The template
The Template
PAGE OPTIMIZATION CHECKLIST
Profile Completeness
- Logo (300x300px, clear on small)
- Cover image (1128x191px, includes CTA)
- Tagline (120 chars, keyword-rich)
- About section (complete, 2000 chars)
- Website URL
- Industry and company size
- Headquarters location
- Specialties (up to 20)
- Custom button (Visit website/Contact us)
SEO Optimization
- Primary keyword in tagline
- Keywords in About section
- Complete specialties list
- Consistent name across platforms
CONTENT STRATEGY
Post Types to Use
| Post Type | Frequency | Best For |
|---|---|---|
| Text only | 2-3x/week | Insights, questions |
| Single image | 2-3x/week | Stats, quotes, tips |
| Carousel | 2-3x/week | How-tos, lists |
| Video | 1-2x/week | Demos, thought leadership |
| Document | 1x/week | Guides, reports |
| Poll | 1x/week | Engagement, research |
| Event | As needed | Webinars, conferences |
| Newsletter | 1-2x/month | Long-form content |
Content Calendar Sample
| Day | Content Focus | Format |
|---|---|---|
| Mon | Industry insight | Text + image |
| Tue | How-to/tips | Carousel |
| Wed | Company culture | Image/video |
| Thu | Product/feature | Document |
| Fri | Community/UGC | Text + tag |
POSTING BEST PRACTICES
Optimal Post Structure
[Hook - first 2 lines visible before "see more"]
[Value - 3-5 key points or story]
[CTA - question or action]
[Hashtags - 3-5 relevant]
Performance Boosters
- Post during 8-10am or 12pm (audience timezone)
- Use native content (avoid external links when possible)
- Reply to all comments within 2 hours
- Engage with commenters' posts
- Tag relevant people (with permission)
EMPLOYEE AMPLIFICATION
Employee Sharing Program
| Element | Details |
|---|---|
| Shareable content | 3-5 posts/week in Slack/email |
| Talking points | Key messages for personalization |
| Tracking | UTMs for employee posts |
| Recognition | Shoutout top amplifiers monthly |
LinkedIn Notification
- Enable employee notifications for company posts
- Encourage employees to follow company page
- Create suggested posts for major announcements
ANALYTICS & OPTIMIZATION
Key Metrics
| Metric | Target | Benchmark |
|---|---|---|
| Engagement rate | >2% | 1.5-3% |
| Follower growth | >5%/month | 3-10% |
| Click-through rate | >1% | 0.5-2% |
| Impressions | Growing | Varies |
Monthly Review Checklist
- Top 5 performing posts
- Bottom 5 performing posts
- Engagement rate trend
- Follower growth
- Content type performance
- Best posting times (your data)
Frequently asked questions
What is the LinkedIn Company Page Playbook?
The complete playbook for optimizing and maximizing your LinkedIn Company Page presence.
Who is the LinkedIn Company Page Playbook for?
It is built for CMOs and their teams working on Social Media. The AI coach adapts it to your company, stage, and goals.
How long does the LinkedIn Company Page Playbook take to use?
It saves roughly 40+ hours versus building from scratch. Our AI coach can tailor the playbook to your situation in minutes, then hand you a step-by-step plan.
Is the LinkedIn Company Page Playbook free?
Yes. You can read the full playbook and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the LinkedIn Company Page Playbook?
The coach teaches you the framework, asks a few questions about your business, tailors the playbook to you, and gives you measurable next steps to execute.