Why is Your LinkedIn Page Underperforming? (and How to Improve It)

A man checking his social media on a tablet

While social media trends have evolved over the past few years, LinkedIn is still the essential platform for marketing and business development growth, especially for B2B brands. Every marketing department and business development professional should take time to consider how to use the platform, especially if you’re concerned that your LinkedIn page is underperforming.

There are a few good reasons why a strong LinkedIn Page is absolutely essential. According to an article from Hubspot:

  • 4 out of 5 people on LinkedIn “drive business decisions”
  • Companies that post weekly on LinkedIn see a 2x higher engagement rate
  • 40% of B2B marketers surveyed indicated LinkedIn as the most effective channel for driving high-quality leads

Improving Your LinkedIn Presence Can Go a Long Way


Investing a little attention and effort into transforming an underperforming LinkedIn profile can make a tremendous difference for your brand. Not only do the statistics prove it, we know it from our own personal experience. Last year, our team at Green Apple decided to collaborate on a strategy that would enhance our LinkedIn company page.  

A year into our strategy, we’ve seen exponential growth:

  • Increasing our number of followers 5x in six months. 
  • Increasing our reactions by 4,872%.
  • Increasing the number of times someone shared our content  by 2,566% 

While we are constantly looking for new ways to improve our strategy, we’ve learned some valuable insights so far. Here are a few takeaways we discovered when it came to transforming an underperforming LinkedIn presence.

Common Reasons Your LinkedIn is Underperforming 

Here are a few common reasons a company might struggle to create results from their LinkedIn activity: 

  1. You haven’t identified your target audience and their daily challenges and obstacles.

One of the most common reasons a business doesn’t get a lot of traction on LinkedIn is because the content they’re creating doesn’t resonate with their audience. It’s important to consider how you want to add value to your audience when determining if you should be on any social platform — including LinkedIn. Without taking time to identify who you’re trying to reach and understand the challenges they face on a daily basis, you’ll likely waste a lot of time creating content no one cares to read. 

  1. You lack a plan that helps you create a consistent presence. 

It’s important to have a consistent presence for your brand on LinkedIn. We’ve all had the experience of stumbling upon a company LinkedIn profile that’s updated once a month or, worse, hasn’t been updated in months. Creating a LinkedIn presence but not maintaining it is often worse than not having one at all.

  1. You are taking a “hard sell” approach that isn’t working.

There are plenty of people who take a hard sell approach on LinkedIn. These are the people who are often pushy with their tactics or are only sharing sales-oriented content on their company page. While these efforts occasionally work, most of the time they do not.  As with most social networks, it’s important to embrace the motto, “always be helpful,” rather than overwhelming your followers with self-promotional content.   

  1. You are posting content, but you aren’t engaging with others.

LinkedIn serves as a platform to help business professionals connect and engage with one another. As such, it works best when you invest time interacting with others. If you’re posting regularly, but you aren’t getting the most out of your LinkedIn presence, it’s likely because you’re missing an opportunity to create more meaningful connections with your audience by engaging with their content as well. 

How to Enhance Your LinkedIn Presence to Achieve Results

If you’re looking to take your LinkedIn presence to the next level, here are a few keys we learned from our experience: 

  1. Optimize your profile

According to Hubspot, companies with an active LinkedIn page see 5x more page views than those with inactive pages. Any given LinkedIn page contains a series of subsections. Businesses should ideally fill all of these sections out completely, with the exception of the “Jobs” section if you aren’t hiring.

  1. Get your team involved in content creation.

Because LinkedIn is primarily a platform for business connections, your employees can play a critical role in broadening your reach and strengthening your network on the platform. Your LinkedIn marketing strategy should include involvement from your employees. For our team, that meant collaborating on content creation and being strategic in how we worked together to promote the posts Green Apple was sharing. Taking the time to develop a strategy for employee advocacy is an easy way for your organization to expand its reach on Linkedin. 

  1. Use a variety of videos and images to create higher visibility.

Adding custom images can get you twice as many comments on your posts. Additionally, sharing a video drives up your engagement rate by five times. Both highlight the fact that varying the type of content you post is a critical part of your LinkedIn marketing strategy.

  1. Constantly test ideas and analyze your efforts 

As with any marketing strategy, it’s important to test and optimize your efforts along the way. The native LinkedIn analytics data gives you an in-depth look at how your posts are performing. Schedule a time to check your performance data regularly and formulate strategies for improvement.

Turning Around Your Underperforming LinkedIn Page is Easier Than You Think

It doesn’t take magic to transform your LinkedIn presence. There are simple techniques you can use to optimize the power of LinkedIn. All it takes is a little attention and effort on the front end and a commitment to evaluate your efforts along the way. If you need guidance on turning LinkedIn into a lead generation tool, Green Apple can help. Let Green Apple Strategy craft an innovative approach to your social media channels so that you can start targeting and attracting new team members. Reach out to us today for a consultation.

How Green Apple Works to Build Your Perfect Marketing Team

iPhone and imac and hand working at a desk


When Green Apple was founded in 2012, we started with the commitment to always find the best way possible to serve our clients and support our staff. Rather than striving to become an agency with large office space, we wanted to stay nimble and find workspaces that were collaborative but not constraining. Instead of hiring dozens of full-time employees and trying to find ways to keep their plates full with projects our clients potentially didn’t need, we wanted to create a model that embraced the growing freelance economy to work with specialists who were building their businesses. 

That’s where the concept of the Green Apple Orchard began to take root. The Orchard allows us to build the perfect marketing team for our clients by working with some of the industry’s top creative talent. 

How the Green Apple Orchard Produces Even Greater Results for Our Clients 

  1. We employ a team of freelance specialists to offer the best talent.

    The Orchard is comprised of writers, print designers, web designers, web developers, photographers, and videographers who serve on our accounts as Green Apple team members. Many of the Orchard members have decades of experience in their areas of expertise. Some would be too expensive to hire on their own, but we have access to their services because they enjoy working alongside Green Apple’s clients in addition to their other commitments.

  2. We match you with team members with the experience or expertise you need.

    The Green Apple Orchard becomes even more valuable as we begin to work with new clients. Each client that comes in at Green Apple undergoes a thorough onboarding period. During this process, we select Orchard members who will fit best with those accounts for the services they need (writing, photos, web design, web management, graphic design, etc.). We’re able to work with specialists from various backgrounds who often have direct experience related to our client’s industry.

  3. We can grow our team quickly as your needs expand.

    Your marketing strategies and tactics should evolve as your company evolves and trends change. This is where hiring an internal marketing team can become tricky. For example, if you want to drastically shift your approach from an inbound content marketing approach to a more targeted account-based marketing strategy, your internal team might not have the experience or skills to deliver. Because of the Orchard,  we’re able to adapt our teams and services with clients as the relationship grows or your needs expand.

4. We maximize our hybrid model to meet your needs from around the world.

For the past decade, we’ve worked with specialists and talent from around the southeast. At the beginning of the COVID 19 pandemic, Green Apple officially embraced a hybrid office model that allowed our entire team to work virtually but still have access to a central meeting space for meetings, brainstorming, team building, open-space working, and team collaboration. 

As a hybrid agency, we’ve become incredibly skilled at working with Orchard members from across the country. This allows us to tap into resources from literally around the world to meet our clients’ needs. 

Grow Your Business Through the Orchard

Are you looking for a strategic, full-service marketing firm that has the experience and adaptability to meet your needs? Contact Green Apple Strategy today to schedule a consultation. Our team is happy to sit down with you to discuss your goals and how we can help you achieve them.

Should I Hire an Internal Marketing Team or Outsource to a Local Agency?


Marketing is crucial to the success of a business. It helps you meet your sales goals, increase your brand awareness, and tell your story. Though many understand the importance of marketing’s role in growing a business, few are sure of how to go about it. Should you hire an internal team, or should you outsource to a local agency? For the most robust, effective marketing strategy, we recommend outsourcing. Let’s talk about why.

In this article, we’ll cover a few reasons to consider outsourcing, including:

  • Staying ahead of the curve
  • Getting more out of your marketing budget
  • Having a comprehensive marketing team without searching for employees
  • Focusing on your core business operations

With an outsourced marketing agency, you can…

Stay Ahead of the Curve

A marketing agency lives and breathes innovative tools and effective strategies. They are working daily to research new methods, test the effectiveness of a tactic, and identify the best way to connect with your audience. Not only do agencies stay ahead of the latest trends, but they also invest the time into learning about your internal operations and your target audience’s expectations and needs. 

Agencies live in the marketing mindset, whereas internal teams are living inside of your industry’s world. When you outsource your marketing, you know that you’re working with a team that will identify your vision, build a strategy, monitor that strategy continually, and do everything in its power to deliver results. 

Get More Out of Your Marketing Budget

Can you believe that hiring an external marketing team could actually make your budget stretch further? When you think of it in terms of overhead, you can skip hours of searching for an internal employee and the countless dollars you would spend hiring, training, and managing that new person. 

Having an agency on retainer also ensures that your marketing strategy will not be put on hold when someone leaves your team—allowing you to continue growing even during times of turnover. Finally, consider the continual training costs necessary for professional development, such as conferences and classes, and industry organizations’ membership costs.

All in all, agencies bypass your overhead costs and provide you access to a diversely talented and well-trained marketing team that always has a finger on the pulse. 

Have Access to a Comprehensive Marketing Team without Hiring 

An agency removes the need to hire someone to fill every role—content, digital marketing, graphic design, photography, web development, and so on. You will have access to each of these skills, all in one place. It’s as simple as that. In Green Apple’s case, we approach each new client strategy by handpicking a team of marketing professionals to fit your business’s specific needs. We serve as a full-service, one-stop-shop for all things marketing, and you’ll find that it takes the stress off your plate. Rather than piling marketing tasks onto your to-do list, you know that an agency is already five steps ahead of you. 

Focus On Your Core Business

Your business’s core operations are where you want to spend your time. If you’re a roofing company, for example, you don’t want to spend your days wading through marketing tasks, nor should you have to. When companies have the internal capacity to tackle their core focus, that’s when they reach their highest potential. An agency identifies that potential and makes sure that your marketing aligns appropriately. You, on the other hand, focus on what you know and what you love doing. We take care of the rest. 

Are you ready to take your business goals to the next level? Contact Green Apple Strategy today to schedule a consultation. To have marketing insight sent straight to your inbox, sign up for our newsletter—The Core.