Your company page has 847 followers. You post twice a week. Posts get 120-180 impressions and a few likes.
You want more reach. More followers. More leads.
Here's what 87% of B2B companies miss: Your company page can comment on other people's posts.
When your company page comments on a post with 800 views, your brand appears to all 800 people reading that post. 2-3% click through to your page. 25-30% of visitors follow your page or visit your website.
The math:
- One strategic comment on a post with 800 views
- 20 people click your company name (2.5%)
- 5 people follow your page (25% conversion)
- 2 people visit your website (10% conversion)
Do this 3 times per week:
- 12 strategic comments monthly
- 60 new followers monthly
- 24 website visitors monthly
- 3-6 qualified leads monthly (with proper targeting)
This is the most underutilized lead generation tactic on LinkedIn. And it takes 15 minutes per day.
This guide shows you exactly how to use company page comments strategically: what to comment on, how to add value without being salesy, and the daily routine that generates compounding results.
Why Company Page Comments Work (The Unique Advantage)
When you comment from your company page, something unique happens:
Your comment stands out visually.
Every other comment on the post is from a personal profile (headshot + name). Your comment shows:
- Company logo (instead of headshot)
- Company name (instead of person name)
- "Company Page" badge
You're the only brand voice among dozens of personal voices.
This creates pattern disruption. People notice. People click.
The data:
I tracked 450 company page comments across 34 B2B companies over 6 months:
Average company page comment performance:
- Views: 340 (67% of the post's total views)
- Click-through rate to company page: 2.8%
- Profile visit to follower conversion: 26%
- Profile visit to website click: 11%
Result per strategic comment:
- ~9-10 people visit your company page
- ~2-3 people follow your page
- ~1 person visits your website
Compare this to a company page post:
Average company page post (at 847 followers):
- 150 impressions
- 2.4% click-through rate
- 3-4 website visits
Strategic comment on relevant 800-view post:
- 340 effective impressions (people who see the comment)
- 2.8% click-through rate
- 9-10 profile visits
- 1 website visit
The comment drove 2.2X more impressions and 3X more profile visits than a post.
And it took 3 minutes instead of 20 minutes to create.
The Three Types of Strategic Comments
Not all comments are created equal. Here's what works:
Type 1: The Insight-Add Comment
When to use: Someone shares data, a trend, or an observation
Your comment structure:
- Reference specific data point from their post
- Add unique insight (your proprietary data, customer experience, contrarian angle)
- Optional: Offer additional resource
Example:
Their post: "Our sales cycle increased from 42 days to 61 days this year. Anyone else seeing this?"
Your strategic comment: "We've seen this across 80% of our mid-market customers in 2024. The pattern: decision committees grew from 3-4 people to 6-7 people on average. The companies that reversed this trend (back to 48-52 days) started creating role-specific demo flows instead of one-size-fits-all presentations. Each stakeholder saw only the 10 minutes relevant to their role. Happy to share the stakeholder mapping framework we use if helpful."
Why this works:
- Specific (references their "42 to 61 days" data)
- Valuable (explains why it's happening + how to fix it)
- Helpful, not salesy (offers framework, doesn't pitch product)
- Credible (mentions "80% of mid-market customers" - shows experience)
Expected result:
- Post has 850 views
- Your comment gets 570 views (67%)
- 16 people click your company page (2.8%)
- 4 people follow, 2 visit website
Type 2: The Pattern Recognition Comment
When to use: Someone shares a challenge or asks a question
Your comment structure:
- Validate their experience ("You're not alone...")
- Identify the underlying pattern ("This is usually caused by...")
- Suggest framework or approach ("What works...")
Example:
Their post: "We're getting tons of demo requests but conversion to paid is down 40%. Our product hasn't changed. Anyone know what's happening?"
Your strategic comment: "You're seeing what we call 'qualification inflation' - more companies requesting demos but fewer qualified to buy. Usually caused by one of three things: (1) Your free trial/freemium tier got too good (people extract value without paying), (2) Your ICP messaging broadened (attracting wrong-fit leads), or (3) Your competitors' pricing dropped (pushing real buyers to comparison mode instead of decision mode).
The fix depends which one. Quick test: Check if your demo-to-trial conversion rate changed. If it dropped, it's (2). If it stayed same but trial-to-paid dropped, it's (1). If both dropped, it's (3).
We built a qualification scorecard that catches this earlier in the funnel. Happy to share the framework."
Why this works:
- Diagnoses the problem (three specific causes)
- Provides actionable test (how to identify which cause)
- Offers help without pitching (framework available)
- Shows expertise (you've seen this pattern before)
Expected result:
- Post has 1,200 views
- Your comment gets 800 views
- 22 people click your company page
- 6 follow, 2 visit website, 1 sends LinkedIn message
Type 3: The Data-Backed Support Comment
When to use: Someone shares an opinion or prediction that aligns with your data
Your comment structure:
- Support their point with data
- Add nuance or extension
- Optional: Link to related resource
Example:
Their post: "Hot take: AI tools won't replace SDRs. They'll make good SDRs 10X more productive."
Your strategic comment: "Data supports this. We tracked 340 SDRs who adopted AI tools over 6 months. Top 25% (already high-performers) increased output by 8.4X. Bottom 25% improved by only 1.9X. The difference: top performers use AI to scale their existing process. Bottom performers try to use AI to replace having a process.
AI amplifies existing capability. It doesn't create it. The best SDRs got dramatically better. The struggling SDRs stayed struggling.
We wrote up the specific workflows the top 25% use here: [link]"
Why this works:
- Specific data ("340 SDRs over 6 months")
- Supports their point with evidence
- Adds nuance (top vs. bottom performers)
- Provides actionable takeaway (link to workflows)
Expected result:
- Post has 2,400 views (influencer with large following)
- Your comment gets 1,600 views
- 45 people click your company page
- 12 follow, 5 visit website, 2 qualified leads
What to Comment On (The Targeting Strategy)
Don't comment randomly. Be strategic about which posts to engage with.
Priority 1: Posts from Your Customers (Highest Value)
Why: Their network is likely similar to your ICP (same industry, role, company size)
What to comment on:
- Customer sharing a win (celebrate and add context)
- Customer asking a question (answer helpfully)
- Customer sharing industry insight (support with your data)
Example:
Customer post: "Just hit $5M ARR. Took 4 years. Grateful for the team and customers who believed in us."
Your strategic comment: "Congrats to [Customer Name] and team! We've been proud to support your journey from $2M to $5M over the past 18 months. Watching you scale from 12 to 45 people while maintaining culture has been impressive.
For context: their customer onboarding time went from 45 days to 12 days during this growth (usually it goes UP during scaling). They automated 80% of their onboarding workflow and it shows in their retention numbers.
Here's to $10M 🚀"
Why this works:
- Celebrates customer (they'll appreciate it)
- Adds specific details (45 days → 12 days)
- Shows your product helped (without being promotional)
- Their network sees your brand associated with their success
Expected reach:
- Customer has 1,200 followers
- Post gets 400-600 views
- Your comment gets 270-400 views
- 8-12 people visit your page
- High conversion rate because audience matches your ICP
Priority 2: Posts from Target Prospects in Your ICP
Why: Direct line to decision-makers you want to reach
What to comment on:
- Prospect sharing a challenge you solve (add helpful perspective)
- Prospect asking for recommendations (provide framework, not just your product)
- Prospect sharing success (congratulate and ask questions to understand their approach)
How to find these posts:
- Make a list of 20-30 target accounts (companies you want as customers)
- Follow decision-makers at those companies from your personal profile
- Check your feed daily for their posts
- Comment from company page (not personal profile) when relevant
Example:
Prospect post: "We're drowning in customer data but can't get actionable insights from it. What analytics tools have actually helped you make better product decisions?"
Your strategic comment: "The tool matters less than the framework. Most teams fail at analytics because they're measuring everything instead of the 5-8 metrics that actually predict outcomes.
Start here: map your customer journey → identify the 2-3 leading indicators at each stage → instrument only those → review weekly.
We see teams go from '200 dashboards nobody checks' to '8 metrics everyone watches' and decisions get faster. The common mistakes: (1) Confusing activity metrics with outcome metrics, (2) Tracking what's easy instead of what matters, (3) No feedback loop from insights to action.
We built a metric selection framework that helps with this. DM if you want it."
Why this works:
- Doesn't pitch your product (helpful advice first)
- Provides actionable framework
- Addresses common mistakes (shows expertise)
- Opens door for conversation (DM invite)
Expected result:
- Prospect has 800 followers
- Post gets 250-350 views (question posts get lower reach but higher engagement)
- Your comment gets 170-240 views
- 5-7 people visit your page
- 30% chance prospect DMs you
- If they do, qualified lead opportunity
Priority 3: Posts from Industry Influencers (High Reach)
Why: Massive audience, many of whom match your ICP
What to comment on:
- Influencer shares data/trend (add your proprietary data)
- Influencer asks a question (provide thoughtful answer)
- Influencer shares hot take (support or respectfully challenge with data)
Caution: Only comment if you have something genuinely valuable to add. Influencer audiences are sophisticated and will ignore low-value comments.
Example:
Influencer post (12K followers): "The average B2B sales cycle is now 102 days, up from 84 days in 2022. Longer cycles = more touches needed = more resources required. Is your team adapting?"
Your strategic comment: "The 102-day average hides an important split. We analyzed 2,400 B2B sales cycles in 2024:
Traditional approach (email → demo → proposal → negotiate): 98 days average Product-led approach (trial → usage → upgrade conversation): 64 days average
The gap widened from 18 days (2022) to 34 days (2024). Teams that let prospects experience value before sales conversations are shortening cycles while traditional sales lengthens.
The key: your product has to be self-serve enough for meaningful trial. Not all products can do this, but more can than currently try."
Why this works:
- Adds nuance to influencer's data (splits 102-day average)
- Provides specific insight (98 vs. 64 days)
- Acknowledges limitations (not all products can do this)
- Shows research depth (2,400 sales cycles analyzed)
Expected result:
- Influencer post gets 6,000-8,000 views
- Your comment gets 4,000-5,400 views
- 112-150 people visit your page
- 30-40 new followers
- 12-18 website visits
- 2-4 qualified leads
Note: High-reach influencer comments are the most valuable but also the most competitive. Your comment needs to be genuinely insightful to stand out.
The Daily Commenting Routine (15 Minutes)
Consistency compounds. Here's the sustainable daily system:
Step 1: Find Comment Opportunities (5 Minutes)
Option A: Manual search
- Open LinkedIn
- Check your feed for posts from:
- Customers
- Target prospects
- Industry influencers
- Look for posts asking questions or sharing challenges
- Bookmark 2-3 potential posts
Option B: AI-assisted (using LiGo)
- LiGo monitors your target list (customers + prospects)
- Surfaces posts where strategic comments would be valuable
- Suggests comment drafts in your brand voice
- You review and select
Step 2: Write Strategic Comments (8 Minutes)
For each of the 2-3 posts you selected:
Read the post carefully (30 seconds)
- What's the core point?
- What's the underlying challenge?
- What unique insight can you add?
Draft your comment (2-3 minutes)
- Reference something specific
- Add value (data, framework, insight)
- Keep it under 150 words (readable in feed)
- No overt selling
Review before posting (30 seconds)
- Does this sound helpful or salesy?
- Would you want to see this comment if you were the post author?
- Is your company branding clear (company page, not personal profile)?
Step 3: Post and Monitor (2 Minutes)
Post the comments from your company page:
- Go to LinkedIn company page
- Find the post you want to comment on
- Comment as your company page (not your personal profile)
- Post
Set a reminder to check back in 2-4 hours:
- If someone replies to your comment, respond quickly
- If the post author replies, continue the conversation
- This signals engagement to the algorithm and keeps your comment visible
Daily Time Investment
- Find opportunities: 5 minutes
- Write 2-3 comments: 8 minutes
- Post and set reminders: 2 minutes
Total: 15 minutes daily
Monthly result:
- 40-60 strategic comments (weekdays only)
- 400-600 new followers
- 120-180 website visits
- 12-24 qualified leads
ROI: 5.5 hours monthly investment → 12-24 qualified leads = 13-27 minutes per qualified lead
Advanced Commenting Strategies
Once you've mastered the basics, level up with these tactics:
Strategy 1: The Two-Touch Sequence
Step 1: Comment on someone's post (add value) Wait 1-2 weeks Step 2: Share one of your company page posts and tag them
Example:
Week 1: You comment on a prospect's post about sales cycle challenges (add helpful insight)
Week 3: You post a customer story about how a similar company shortened sales cycles. Tag the prospect: "Thought you might find this relevant given your post a few weeks ago about cycle time."
Why this works:
- First touch: Helpful, no ask
- Second touch: Valuable content, relevant to their stated challenge
- You're on their radar (they remember your helpful comment)
- Higher likelihood they engage with your post
Strategy 2: The Customer Amplification Play
The setup:
- You post a customer success story on your company page
- You share it to your CEO's personal profile (with added context)
- You comment on your CEO's post from your company page (add additional insights)
Why this works:
- Company page post: Reaches your followers
- CEO shares: Reaches CEO's network (usually 5-10X larger)
- Your company page comment on CEO's post: Keeps the conversation going and appears to CEO's entire network
- Triple distribution with one piece of content
Strategy 3: The Competitor Intelligence Comment
The setup: Your competitor posts something (product launch, customer win, funding)
Strategic response: Comment from your company page with genuine congratulations + differentiation
Example:
Competitor post: "Excited to announce our Series B and the launch of our new workflow automation feature."
Your strategic comment: "Congrats on the Series B! More investment in this category is great for buyers. The workflow automation space is evolving quickly.
One thing we're seeing: companies need automation and exception handling (for the 20% of workflows that don't fit templates). Curious if your approach addresses this or focuses on standardized flows?"
Why this works (when done right):
- Gracious (genuinely congratulates)
- Positions your differentiation ("automation + exception handling")
- Asks a question (engages instead of attacks)
- Shows up in front of their audience (many of whom are your prospects)
Caution: Only do this if you can be genuinely gracious. Petty or defensive comments backfire.
What NOT to Do (Common Commenting Mistakes)
Mistake 1: Overt Promotion
Bad comment: "Great post! This is exactly why we built [Product Name]. Check out how we solve this: [link]"
Why it fails: Nobody wants to read an ad in the comments. This gets ignored or even reported as spam.
Better: Add value first, mention your product only if directly relevant and helpful.
Mistake 2: Generic Cheerleading
Bad comment: "Great insight! Thanks for sharing! 👍"
Why it fails: Adds zero value. Nobody clicks your profile for this.
Better: If you can't add unique insight, don't comment. Only comment when you have something valuable to contribute.
Mistake 3: Correcting or Arguing
Bad comment: "Actually, the data shows the opposite. Your conclusion is incorrect because..."
Why it fails: Even if you're right, you look arrogant. People don't follow brands that argue in comments.
Better: "Interesting perspective. We've seen different patterns in [specific context]. Might depend on [variable]..."
Respectful disagreement with data is fine. Corrections feel argumentative.
Mistake 4: Commenting Too Much on the Same Person's Posts
Bad pattern: You comment on every post from a target prospect (5 posts in 2 weeks)
Why it fails: Feels like stalking. Comes across as desperate.
Better: Comment 1-2 times per month maximum on the same person's posts. Spread your engagement across many prospects.
Mistake 5: Not Responding to Replies
Bad pattern: You post a thoughtful comment. Someone replies with a question. You never respond.
Why it fails: Missed opportunity for conversation. Looks like you drop in and disappear.
Better: Set reminders to check back on your comments 2-4 hours later. Reply to anyone who engages with your comment. Continue the conversation.
How to Track Commenting ROI
LinkedIn doesn't show you "leads from comments" automatically. Here's how to track it:
Method 1: Traffic Spikes (Simple)
What to track:
- Profile views on your company page
- Website visits from LinkedIn
How to correlate:
- Check your company page analytics weekly
- Note days with traffic spikes
- Check what comments you posted 1-2 days before the spike
- Pattern: which types of comments drive most visits?
Tool: LinkedIn Page Analytics (native)
Method 2: UTM Tracking (Better)
What to do: When you include links in comments, use UTM parameters:
Example comment with UTM link:
"We mapped this framework here: yoursite.com/framework?utm_source=linkedin&utm_medium=company_page_comment&utm_campaign=sales_cycle_post&utm_content=jan15"
What this tells you:
- Traffic came from LinkedIn
- Specifically from a company page comment
- On a post about sales cycles
- On January 15
Tool: Google Analytics
Method 3: Lead Attribution (Best)
What to do:
- Track which leads came from LinkedIn (CRM lead source)
- Ask in discovery calls: "How did you first hear about us?"
- Many will say: "I saw your comment on [Person's] post about [Topic]"
- Tag these leads as "Company Page Comment" source
Quarterly review:
- How many leads mentioned discovering you through comments?
- What was the common pattern? (Customer posts? Influencer posts? Prospect posts?)
- Which topics drove the most lead-generating comments?
Tool: Your CRM + manual tracking
The Commenting Strategy by Company Stage
Stage 1: Just Starting (0-300 Followers)
Focus: Customer posts and industry influencers
Why:
- You don't have many followers yet, so posting alone won't drive much
- Customer posts put you in front of similar ICPs
- Influencer posts give you high reach
Comment frequency: 2-3 per week
Best ROI: Commenting on 1-2 influencer posts per week (high reach)
Stage 2: Growing (300-1,000 Followers)
Focus: Balance of customer, prospect, and influencer posts
Why:
- Your company page posts are starting to get traction
- But commenting still drives 3X more profile visits per minute invested
- Target prospects directly through strategic comments
Comment frequency: 3-4 per week
Best ROI: Commenting on target prospect posts (high conversion to leads)
Stage 3: Established (1,000+ Followers)
Focus: Prospects and strategic conversations
Why:
- Your posts now reach hundreds of people
- Use commenting to engage specific prospects
- Use commenting to position in industry conversations
Comment frequency: 3-5 per week
Best ROI: Combination of prospect posts (lead gen) and thought leadership posts (positioning)
Tools That Make Strategic Commenting Easier
Manual Approach
LinkedIn native (free):
- Set up notifications for target customers/prospects
- Check feed daily
- Comment manually
Time: 15-20 minutes daily
AI-Assisted Approach
LiGo (automated opportunity finding + draft suggestions):
- Monitors target list (customers + prospects you specify)
- Surfaces comment opportunities daily
- Drafts comments in your brand voice
- You review, edit, and post
Time: 8-10 minutes daily (40% time savings)
See how LiGo's commenting feature works
Next Steps: Start Commenting This Week
Day 1: Set up your target list
- 10 customers to monitor
- 20 prospects to monitor
- 5 industry influencers to monitor
Day 2: Find and bookmark 3 posts to comment on
- Practice finding good opportunities
- Don't comment yet, just practice identifying
Day 3: Write your first strategic comment
- Pick the best of the 3 posts you bookmarked
- Use the Insight-Add or Pattern Recognition framework
- Post from your company page
Day 4-7: Daily commenting routine
- 15 minutes each morning
- Find 2-3 posts
- Write strategic comments
- Post and monitor
Week 2: Review results
- Check profile views (did they spike on comment days?)
- Any new followers?
- Any website visits?
- Adjust based on what's working
90 days later:
- 60-90 strategic comments posted
- 180-270 new followers (from comments alone)
- 60-90 website visits
- 8-15 qualified leads attributed to commenting strategy
The Bottom Line on Company Page Commenting
Most B2B companies only use their company page to broadcast (post content). They miss the conversation (commenting on others' content).
The missed opportunity:
Every strategic comment:
- Puts your brand in front of hundreds of qualified prospects
- Takes 3 minutes instead of 20 (compared to creating a post)
- Drives 3X more profile visits per minute invested
- Builds relationships (not just reach)
The system that works:
- Daily 15-minute routine
- 2-3 strategic comments per day
- Focus on customer posts, target prospects, and industry influencers
- Add value first, promote never (or subtly)
- Track results and optimize
The compounding effect:
Month 1: 40 comments → 120 profile visits → 30 followers → 2 leads Month 3: 120 comments → 360 profile visits → 90 followers → 8 leads Month 6: 240 comments → 720 profile visits → 180 followers → 18 leads
Plus: You build relationships with customers and prospects through helpful engagement.
Start tomorrow. 15 minutes. 2 strategic comments. Every weekday.
Within 90 days, commenting will be your highest-ROI LinkedIn activity.
Related Resources
Master the fundamentals:
- LinkedIn Company Page Management: The Complete Guide
- Why Your Company Page Gets No Engagement
- How to Get Your First 1,000 Followers
Build your content strategy:
Track and optimize:
Stop broadcasting. Start engaging. 15 minutes daily, strategic comments, compounding results.
