The multi-channel approach is no longer an optional marketing strategy, and it has become a survival strategy.
Buyers have undergone significant changes in terms of how they discover, evaluate, and purchase products, particularly over the last few years.
For example, your leads might:
- Discover you via social media (Since they spend a lot of time there nowadays) or sign up via an email newsletter
- Research on the Internet
- Get nurtured on LinkedIn or WhatsApp
- Convert on a call
Additionally, their attention spans are becoming increasingly shorter. With so much noise, relying on a single channel is a risky approach.
Hence, multi-channel increases the chances of catching buyers when they are ready to engage.
When it comes to a multi-channel approach, LinkedIn is inevitable for SaaS companies.
However, some marketers think that LinkedIn is more saturated than ever before.
But, they’re wrong. Let me show you why.LinkedIn users generate over 9 billion content impressions every week, and it’s not just job-related content anymore. With only 1% of the platform’s 1 billion users actively posting, there’s an enormous opportunity for anyone to stand out and become a LinkedIn Top Voice.
Table of Contents
- 6 Factors on why every CEO, executive, and marketer should post on LinkedIn more often
6 Factors on why every CEO, executive, and marketer should post on LinkedIn more often
Death of company posts and the rise of employee advocacy
LinkedIn’s algorithm has changed. It no longer circulates posts that originate from company profiles, regardless of how visually appealing they are.
For example, let’s consider the post of the most followed company on LinkedIn.
Google, with 40M, has more followers than any other company on LinkedIn.
By analyzing all their posts, I have found that Google receives an average of 600 post engagements.
Let’s do the math now to find out their engagement rate.
40,000,000 followers % 0.0015 = 600
You can see the engagement rate, which is very low.
According to Adobe’s report, an engagement rate of less than 3% is average for LinkedIn. The report states that an engagement rate of 3-3.5% is considered good.
Even tech giants like Google, Amazon, and Meta are getting low engagement rates when posting from their company’s LinkedIn page.
Now, think about your case. Let’s say you’re having a follower base of 100k.
For 100k, if we apply the engagement rate of Google, which is 0.0015%, your engagement count would be in single digits! Simply, it’s not worth the effort.
Now that we have seen the evidence, let’s get into the reasons why employee advocacy is more effective than company profiles.
LinkedIn algorithm boosts personal profile
LinkedIn prioritizes paid promotion for company posts, since it’s a major driver of their revenue. Hence, its algorithm organically boosts personal profiles over company profiles.
People trust people, not logos
Audiences crave authenticity over corporate announcements, making employee-driven content far more engaging.
While company pages have a single voice, employees have hundreds of micro-voices across various departments.
For example, a salesperson will share case studies, founders will share their vision, marketers will share their strategies, and support agents will share customer stories.
Hence, each employee can go vertically within their department and share thought leadership content effortlessly.
It’s clear that to achieve better impressions and engagement rates on LinkedIn, every founder, CEO, and marketer should post from their personal profiles at least twice to three times per week.
To increase brand visibility
When you post from your personal LinkedIn profile, you’ll get 10x better visibility.
Since people trust people over company pages, a single employee with 1,000 followers often gets more impressions than a company page with 10,000 followers.
Multiply this by 30-100 employees posting. The reach of your brand becomes massive.
So, employee advocacy is a free way to scalable distribution.
To increase warm lead attraction
Warmer audiences = Higher engagement + more conversions
Every marketer knows that warm leads convert more easily than cold ones. However, identifying who those warm leads are is often the real challenge.
This is where employee advocacy helps. When employees post from their accounts, people are more likely to engage because your employees’ network includes ex-colleagues, friends, industry peers, and potential buyers.
These people already know who you are, and some even might understand what your product is.
To establish and demonstrate thought leadership
Thought leadership is the new access card to get attention, credibility, and inbound opportunities.
Company pages cannot become a thought leader, but employees can, since people trust people.
When you show your expertise consistently, you become a trusted voice in your niche, which shortens sales cycles and removes objections before they even come up.
Once you’ve become a thought leader, you:
- Attract inbound opportunities: You turn your LinkedIn profile into a lead magnet and attract warm leads, speaking opportunities, partnerships, podcast invitations, and media mentions.
- You influence buying decisions early: Nowadays, most buyers begin researching long before they speak with a salesperson. A report from LinkedIn revealed that 49% of buyers have gone through LinkedIn profiles of vendors as part of their research before making a purchase.
- When they see your content repeatedly, you’ve got a place in their top of mind. Hence, you become the default choice when they’re ready to buy.
- You differentiate yourself in a crowded market: There are over 2,000+ vendors that sell CRM around the world. How can you differentiate yourself from?
Again, thought leadership. Everyone sells. Very few teach.
Thought leadership separates you from look-alike competitors and positions you as the expert worth trusting.
- You build a personal distribution channel: With your thought leadership content, your audience becomes your biggest asset. Any product, idea, or message you launch reaches thousands instantly.
- You create internal and external credibility: Your thought leadership content helps with:
- Hiring – top talent trusts leaders
- Retention – employees feel proud and safe
- Sales – prospects trust your insights
- Investors – they see your clarity and influence
- You future-proof your career: Either you’re a founder, CEO, or marketer, the reputation and network you built through your LinkedIn profile stay with you forever, regardless of industrial or platform evolution.
To increase your sales pipeline
Posting on LinkedIn consistently will lead to guaranteed pipeline growth.
Decision makers of all companies are active here on LinkedIn. Hence, every post puts you directly in front of the people who can buy, partner, or refer you.
To improve LinkedIn Ad performance
Consistent posting on LinkedIn unlocks advanced advertising and targeting advantages because the platform starts understanding who you influence, who engages with you, and what your audience cares about.
Consistent posting of content on LinkedIn:
- Increases ad conversion: A strong content footprint always adds more credibility and authenticity. Ads from a founder or marketer who actively shares expertise feel more credible. This increases demo bookings, lead form submissions, and free trial
- Better retargeting: A strong content footprint creates video viewers, post engagers, profile visitors, and website visitors. These warm retargeting segments outperform cold audiences by 3-7x. Your ads then become cheaper and more effective.
- Ads feel native, not salesy: When people see your company name and your content often in the feed, your ads blend with organic content instead of feeling like interruptions. This will improve scroll-stop rate, engaged view-through, and message ad acceptance rate.
Now, you know why you should post on LinkedIn consistently. With just 1% of LinkedIn users creating content, becoming a LinkedIn Top Voice is easy. However, it depends on what types of content you use and the consistency of posting.
To maintain consistency, you can try LinkedIn growth tools like GoZen Inbound 360. It can automate the ToFU, such as industry observations, personal stories, and contrary insight posts, and some MoFU content, such as thought leadership, case studies, and lessons learnt.
