You have been running your company page for 6+ months. You are posting consistently, using audience targeting, engaging daily.
You are getting results. But you want more.
This guide is for you. These are the advanced strategies that separate good company pages (4-8 leads monthly) from exceptional ones (12-25 leads monthly).
Advanced Strategy #1: The Multi-Format Content Mix
Most company pages only post text + image. Top performers use all 5 LinkedIn content formats strategically.
Format 1: LinkedIn Documents (PDF Carousels)
What it is: Upload a PDF that LinkedIn converts to a swipeable carousel.
Why it works:
- Higher engagement (people swipe through all slides)
- Longer time-on-post (algorithm boost)
- Screenshot-friendly (people save and share)
- Perceived value (feels like a free resource)
What to create:
Mini-Guides (5-7 slides):
- "The 5-Step Framework for [Problem]"
- "Before vs After: [Transformation]"
- "The Complete Checklist for [Process]"
Data Visualizations (3-5 slides):
- "We analyzed 1,200 [X]. Here's what we found..."
- Charts, graphs, insights
- Each slide = one data point
Customer Story Breakdowns (6-8 slides):
- Slide 1: The customer
- Slide 2: The problem
- Slides 3-5: What they did
- Slide 6: Results
- Slide 7: Key takeaways
- Slide 8: Learn more CTA
Performance data:
Documents vs text posts (same content):
- Documents: 8.2% engagement rate, 3.4% click-through
- Text posts: 4.9% engagement rate, 1.8% click-through
67% higher engagement, 89% higher clicks.
Frequency: 1-2 documents per month (mix with other formats)
Format 2: Native Video
What it is: Upload video directly to LinkedIn (not YouTube links).
Why it works:
- Autoplay in feed (captures attention)
- LinkedIn prioritizes native video (algorithm boost)
- Higher shareability
- Shows product/team in action
What to create:
Customer Testimonial Videos (60-90 seconds):
- Customer on camera sharing results
- B-roll of them using product
- Text overlay of key metrics
Product Demo Snippets (30-60 seconds):
- Screen recording of one specific feature
- Voice-over explaining the value
- "See full demo: [link]" CTA
Behind-the-Scenes (30-45 seconds):
- Team working on customer problem
- Product development process
- Company culture moments
Performance data:
Native video vs text posts:
- Video: 12.4% engagement rate, 2.9% CTR
- Text: 4.9% engagement rate, 1.8% CTR
153% higher engagement, 61% higher CTR.
Frequency: 1-2 videos per month
Tool: Loom (free screen recording), iPhone (customer testimonials)
Format 3: LinkedIn Polls
What it is: Ask a multiple-choice question, followers vote.
Why it works:
- Easiest engagement (one click to participate)
- Algorithm loves polls (shows to more people)
- Generates comments (people explain their vote)
- Audience research (learn what your ICP cares about)
What to ask:
Industry Trend Polls: "What's your #1 challenge with [topic] in 2025?"
- Option A: [Challenge 1]
- Option B: [Challenge 2]
- Option C: [Challenge 3]
- Option D: Other (comment below)
Product Direction Polls: "Which feature would you want most?"
- Option A: [Feature 1]
- Option B: [Feature 2]
- Option C: [Feature 3]
- Option D: Something else
Preference Polls: "How does your team currently handle [problem]?"
- Option A: Manual process
- Option B: Spreadsheets
- Option C: Specialized software
- Option D: We don't
The strategy:
- Post poll
- Wait 24 hours
- Comment on your own poll with analysis: "53% of you said [X]. Here's why that matters..."
- Follow up next week with content addressing the winning answer
Performance data:
Polls vs text posts:
- Polls: 18.3% engagement rate
- Text: 4.9% engagement rate
274% higher engagement.
Caveat: Polls drive engagement but lower clicks. Use for audience research and algorithm boost, not direct lead gen.
Frequency: 1 poll per month
Format 4: Event Posts
What it is: Create LinkedIn Event, promote from company page.
Why it works:
- Dedicated page for registration
- LinkedIn sends reminders to registrants
- Builds email list
- Positions as thought leader
What to create:
Webinars:
- Educational topic (not product demo)
- 30-45 minutes
- Guest speaker or customer panel
- Q&A at end
AMAs (Ask Me Anything):
- Founder or expert takes questions live
- 60 minutes
- LinkedIn Live or Zoom
- Address common questions in your space
Product Deep-Dives:
- For existing customers or high-intent prospects
- Technical walkthrough
- Advanced use cases
- 45-60 minutes
The strategy:
- Create Event 3-4 weeks ahead
- Promote 2-3 times on company page
- Ask employees to share
- Follow up after event with recording + key takeaways
Frequency: 1 event per quarter (don't overdo it)
Format 5: Text-Only Posts (Still Powerful)
What it is: No image, no video. Just text.
Why it still works:
- Fastest to create
- Algorithm treats all formats equally
- Good for quick insights or questions
- Mobile-friendly
When to use:
- Quick data points or insights
- Provocative questions
- Controversial takes (that spark conversation)
- Personal stories from founders
The format:
Hook (first 1-2 lines): Grab attention, make a claim
Body (3-5 paragraphs): Support your claim, tell the story
CTA (last line): Ask a question or provide next step
Example:
"93% of B2B companies abandon their LinkedIn company page within 6 months.
Not because company pages don't work.
Because they make the same 5 mistakes:
- Posting only announcements
- Inconsistent schedule
- Never engaging with their audience
- Not measuring what matters
- Expecting immediate results
The 7% that succeed avoid these mistakes.
Which one is holding you back?"
Performance: Still effective when content is genuinely valuable.
Advanced Strategy #2: The Employee Advocacy System
Most companies ask employees to "share our posts." This doesn't work. Here's what does:
The Recognition Engine
The system:
- Identify employee contributions to customer wins
- Feature employees by name in customer success stories
- Employees naturally share (they're tagged)
Example post:
"How [Customer Name] reduced onboarding time by 60%.
The team that made this happen:
- @Employee1 (Solutions Architect) - designed the automation
- @Employee2 (Customer Success) - led the implementation
- @Employee3 (Product) - customized the workflow
Timeline: 8 weeks from kickoff to go-live.
Result: 45-day onboarding → 18-day onboarding.
[More details: link]"
What happens:
- 3 employees tagged
- Each has 500-1,200 connections
- They share because they're recognized
- Your post reaches 1,500-3,600 additional people
- Zero ad spend
Frequency: Tag employees in 30% of posts (customer stories, product launches, company wins)
The Content Contribution Program
The system:
- Ask employees to contribute ideas monthly
- Marketing creates polished post from their idea
- Employee shares with their network
- Employee gets visibility, company gets reach
The ask (in internal Slack/Teams):
"This month's theme: Common mistakes in [our space]
Who wants to share a mistake you've seen customers make? Reply here with 2-3 sentences, I'll turn it into a LinkedIn post and tag you as the contributor."
What happens:
- 2-3 employees contribute ideas
- Marketing writes 3 posts for the month
- Employees share (it's their idea)
- Authentic, employee-driven content
The Share Incentive (Non-Monetary)
The system:
Monthly leaderboard: Who shared company posts most?
Recognition:
- Top 3 get shoutout in all-hands meeting
- Annual award: "LinkedIn Advocate of the Year"
- Small perks: LI Premium subscription, headshot photography, etc.
What happens:
- Gamification drives participation
- Top performers share 80% of company posts
- Company reach multiplies
- Culture of LinkedIn engagement forms
Advanced Strategy #3: The Competitive Intel Play
Most companies ignore competitors on LinkedIn. Top performers engage strategically.
The Gracious Congratulation
When competitors announce funding, product launches, or wins:
Comment from your company page:
"Congrats on the Series B! More investment in this space is great for buyers. We're seeing strong demand for [category]. Rising tide lifts all boats."
Why this works:
- Their audience sees your brand
- You look confident (not threatened)
- Category validation (you both solve important problems)
- Positions you alongside them (association)
Caution: Only do this if you can be genuinely gracious. Passive-aggressive congratulations backfire.
The Differentiation Thread
When competitors post thought leadership:
Comment with a respectful addition or alternative perspective:
Their post: "The future of [category] is AI-first automation."
Your comment: "AI-first is powerful for standardized workflows. We're seeing a hybrid approach win for complex processes: AI handles 80% (predictable patterns), humans handle 20% (exceptions requiring judgment). Pure AI struggles when edge cases matter. Curious what others are seeing?"
Why this works:
- Shows expertise (you have a POV)
- Not attacking (respectful disagreement)
- Positions differentiation (hybrid vs pure AI)
- Their audience considers both approaches
Advanced Strategy #4: The Cohort Content Strategy
Instead of posting to all followers every time, create content cohorts.
Cohort 1: Early-Stage Prospects (Awareness)
Content: Educational, problem-focused, category education
Targeting: Broad (all followers + job functions in your ICP)
Frequency: 40% of content (educational pillar)
Goal: Build awareness, establish expertise
Cohort 2: Mid-Funnel Prospects (Consideration)
Content: Customer stories, use cases, "how it works" guides
Targeting: Narrow (Manager+ at companies matching your ICP)
Frequency: 30% of content (customer success + product education)
Goal: Build buying intent, social proof
Cohort 3: Late-Stage Prospects (Decision)
Content: ROI calculators, comparison guides, implementation case studies
Targeting: Very narrow (Director/VP at companies exhibiting buying signals)
Frequency: 20% of content
Goal: Conversion to demo
Buying signals to target:
- Engaged with 3+ of your posts in last 30 days
- Visited your website (via LinkedIn Matched Audiences)
- Job title includes words like "evaluating," "implementing," "selecting"
Cohort 4: Current Customers (Retention/Expansion)
Content: Product tips, advanced use cases, community highlights
Targeting: Current customers (via matched audience upload)
Frequency: 10% of content
Goal: Adoption, retention, upsell
Advanced Strategy #5: The Contrarian Content Hook
Everyone in your space says the same things. Top performers say something different.
The Pattern Interrupt
Instead of: "5 tips for better [X]"
Try: "Why most advice about [X] is wrong (and what actually works)"
Instead of: "How to improve [metric]"
Try: "Stop trying to improve [metric]. Optimize for [different metric] instead."
Instead of: "Best practices for [process]"
Try: "We stopped following best practices for [process]. Here's what happened."
Example:
Standard: "How to write better LinkedIn posts"
Contrarian: "We analyzed 10,000 LinkedIn posts. The 'best practices' are killing your engagement."
Why this works:
- Pattern disruption (people stop scrolling)
- Curiosity gap (what's wrong with best practices?)
- Debate-worthy (people comment to agree/disagree)
- Memorable (stands out from noise)
Frequency: 1-2 contrarian posts per month (don't overdo it)
When to Use Advanced Strategies
Don't use these if:
- You haven't mastered basics (consistent posting, audience targeting, engagement)
- Your company page has under 300 followers
- You're not posting at least 8X monthly
Use these when:
✅ You're posting 8-12X monthly consistently ✅ You have 500+ followers ✅ You're getting 4+ leads monthly from basic strategy ✅ You want to scale to 12-25 leads monthly
The sequence:
Months 1-6: Master basics Months 7-9: Add 1-2 advanced strategies (start with multi-format content) Months 10-12: Layer in employee advocacy and cohort targeting Month 13+: Experiment with contrarian content and competitive intel
Measuring Advanced Strategy Impact
Before adding advanced strategies, baseline your metrics:
- Current monthly leads
- Current engagement rate
- Current follower growth rate
After implementing each advanced strategy, measure delta:
Added multi-format content:
- Engagement rate: 4.8% → 7.2% (+50%)
- Leads: 6/month → 9/month (+50%)
Added employee advocacy:
- Reach per post: 240 → 580 (+142%)
- Followers: +4% monthly → +8% monthly
Added cohort targeting:
- Website clicks: 22/month → 41/month (+86%)
- Lead quality: 68% good fit → 79% good fit
The compounding effect: Each advanced strategy multiplies the previous gains.
Next Steps
This month: Pick ONE advanced strategy
Most impactful for most companies:
- Multi-format content (biggest engagement boost)
- Employee advocacy (biggest reach boost)
- Cohort targeting (biggest quality boost)
Implementation:
Week 1: Plan (choose strategy, create plan) Week 2-4: Execute (implement strategy) Month 2: Measure (compare to baseline) Month 3: Optimize (double down or try different strategy)
6 months later: You will have 3-4 advanced strategies running. You will be generating 2-3X more leads than competitors still doing basics.
Related Resources
Master the basics first:
Scale your results:
Advanced strategies multiply the impact of solid fundamentals. Master basics. Then layer these on.
