Michelle J Raymond's Recent LinkedIn Posts

Enragement gets engagement. But on its own? That’s just performative noise we don’t need. The LinkedIn posts that really land combine two things: Enragement + empathy. ✋ Enragement stops the scroll. 💘 Empathy makes the message feel true for the people you want to reach. That’s the difference between a post people react to, and a post people recognise themselves in. I love working with Patricia Romboletti to share her important messages on LinkedIn for those in career transition. It takes courage to share a strong point of view. It takes heart to take a stand for others. 700+ likes 65 comments 41 reposts (and counting). Because when people feel like someone is speaking up for them… They don’t just react. They rally. So if you want engagement, sure enragement helps. But if you want real impact, make sure people know exactly who you’re standing up for. That's the kind of LinkedIn I wish for more of. How about you? PS Time for a Tim Tam to celebrate this message resonating far and wide.

If you remember 90s work motivational posters, you’ve probably survived more than a few “this changes everything” moments in marketing. Websites were the future. Then SEO. Then social. Then inbound. Then growth hacks. Now AI. LinkedIn is no different. Every year, there’s a new feature, a new format, a new “secret” to visibility. But here's the thing - ✅Visibility doesn’t replace positioning. ✅Features don’t replace clarity. ✅Activity doesn’t replace strategy. LinkedIn hasn’t changed the marketing fundamentals. It still rewards brands that understand: • Who they’re for • What problem do they solve • Why they’re different • How they build brand recognition over time The real advantage on LinkedIn isn’t chasing every update. It’s knowing which ones support your strategy and ignoring the rest. Confused which is which? That's what I'm here for. I work with marketers to give them confidence in their LinkedIn strategies. Question: Which of these images would you put up in your office as a reminder to always stick to marketing fundamentals? 😂

Fun things you find amongst your 41,000+ photos on your phone. This was used in a LinkedIn post July 2021. Back then my business had a completely different name. I hadn’t done the rebrand (or should I say brand) and set up branding guidelines. Before I had professional photos (that one I took in the garden and removed the background) Before I had another 5 years of learning and experience. But the message is till the same - B2B buyers are online - your teams need to be too. ‼️More important - have fun and just post. You never know where you’ll be in 5 years if you just get started. 😃 PS It’s more fun to watch if you play with sound. Dare you not to smile.

Is it time to put some love back into your LinkedIn Company Page? Let's look at the pros and cons of internal management vs outsourcing. Working with clients and their Pages over the last 6 years, I've seen both ways be successful. Like everything, there isn't a one-size-fits-all. I'm writing this now because there is a lot going on in marketing. Headcounts and budgets are being slashed. Platforms are delivering less and less organic reach. Marketers are being asked to become experts across more and more. If you're struggling and your LinkedIn Page growth is on your KPI's but way down your list of fun things to do....this one's for you 😀

Where is the line between employee advocacy and engagement pod? Something I try and answer is this week's podcast, after a post today caught my attention (I'd share it, but I got blocked - yes really) Blue Corner - A company shares its smart marketing strategy of dropping the link in a Slack channel and encouraging the team to swarm the post. The goal is to increase reach. Red Corner - Someone calling this out as practically an engagement pod, and that they should let the real audience determine the quality of the content. This is just artificial inflation. I can see both sides to this argument. On the one hand, I absolutely encourage teams to work together. Scaling your brand with employee advocacy is literally in my headline. On the other hand, I take the point that this actually stops the person from learning what does/doesn't resonate with their audience. Penny for your thoughts to help me work through this one...

Here's how I piggyback on LinkedIn's domain authority to increase my chance of getting cited by AI tools. 120 editions and 11K subscribers, safe to say I've been a fan of LinkedIn Newsletters since the beginning. Fun fact - I also wrote the first-ever LinkedIn Company Page article. So for me it's not a case of LinkedIn newsletter vs website blog. I put a lot of effort into it, so I'd like to distribute it as widely as possible. Or put simply - it's have your Tim Tam and eat it too 😀

Tim Tam Tip - Is your Company Page set up for visits from your buyers? Be honest. Dreamdata research showed that in nearly 1 in 5 closed deals, someone checked out the LinkedIn Company Page as part of the buying journey. Most Pages I come across are either - 1) Ghost town - dilapidated shells of themselves with outdated, minimal info. 2) Ego wall - self-centred, humblebrags about the brand. Not much for the visitor. Both are equally unhelpful. Isn't it time we put some love back into them? While you do that, I'll start with 1 in 5 of these Chewy Caramel Tim Tams. PS I rate these Tim Tams. They are pretty good.

The tides of LinkedIn ebb and flow. Curious where things land for you right now? This is one factor I think people overlook when rolling out employee advocacy programs. Checking in to see how the team are going ie are the actually enjoying what they are doing is even more important than how many impressions they generated. Why? Because if you don’t Everly what you’re doing it’s very hard to sustain activity over the long term. For me right now - I think I’m on the fence. I miss posts from my connections and seem to be unfollowing more people in my home feed than engaging with posts that I like. But the other part of me is enjoying creating different content that has been refined for my target audience. It’s generating more new clients and that’s of course why I’m here 😃

Slack channel. Drop your post. Everyone go like and comment. Is that employee advocacy? Or just an engagement pod with payroll? I saw this called out recently as “bad marketing”. The idea being that your audience should decide if the content is good, not your coworkers. And I get that to a degree. If the only people engaging are your team, what does that actually say? But I think it's more nuanced than this. Organic reach is getting more difficult. I believe LinkedIn is a team sport and teams should support each other. So the issue for me isn’t the coordination. It's intent. There’s a difference between amplifying good ideas and ticking a box because you feel like you have to. One builds credibility, and the other just looks busy. So a simple test: If your employee advocacy program disappeared tomorrow… would anyone outside your company notice? This has been fun for me to ponder. Penny for your thoughts.

I can’t do a LinkedIn Audit & Strategy for your B2B in 30 seconds, for free, like an LLM. Nor do I ever want to. To give you a B2B tailored LinkedIn strategy that will be effective for your business will take me time. It will also take - My 20+ years of B2B selling experience in my career. My 10 years of social selling experience on LinkedIn. My six years of Company Page focus and employee LinkedIn training. It takes me time to ask the right questions to get to the right answers. I takes me time researching what’s working and what’s not on LinkedIn. I love the time it takes to experiment and do things others aren’t doing so your brand will stand out. It will take my experience combined with yours to come up with the solution you can implement sustainably over the long term. When my clients work with me they go forward with confidence. Not crossing their fingers and hoping ChatGPT is pointing them in the right direction when their gut tells them otherwise. Good things come to those who wait 😃 PS If you want to take time to ensure your business isn’t wasting time and money on an ineffective strategy you know where to find me.

The tides of LinkedIn ebb and flow. Curious where things land for you right now? This is one factor I think people overlook when rolling out employee advocacy programs. Checking in to see how the team are going ie are the actually enjoying what they are doing is even more important than how many impressions they generated. Why? Because if you don’t Everly what you’re doing it’s very hard to sustain activity over the long term. For me right now - I think I’m on the fence. I miss posts from my connections and seem to be unfollowing more people in my home feed than engaging with posts that I like. But the other part of me is enjoying creating different content that has been refined for my target audience. It’s generating more new clients and that’s of course why I’m here 😃

Is B2B marketing serving customers…or dashboards? 🤔 You know I've been on a mission on the podcast to get us back to marketing fundamentals and focus on customers. After reading Moni Oloyede's Substack and enjoying her content I knew she was exactly the right person to help us get back to "good marketing". Together we challenge the metrics-first mindset that dominates marketing that is causing the drift away from customers. From MQL obsession to marketing attribution and misunderstood buyer behaviour, this conversation questions what we’ve prioritised and what it’s costing us. If you’re responsible for LinkedIn strategy, demand generation, brand or pipeline this episode will make you think differently. Are you a marketer that's been caught in the tug of war between dashboards and what you know you works?

One of the fastest ways you can grow your Company Page followers and, more importantly, build your brand on LinkedIn, is to get your Page Admins to use the page to comment on other people's posts. This work's for all the same reasons as I encourage individuals to do the same - 1) Comment Karma - what goes around comes around. 2) We know organic posts aren't showing in the home feed much these days. But nothing stops you from making your own. 3) Leverage active communities by joining the existing conversations on the topics that your brand cares about. 4) Every comment is a little signpost back to your Company Page and a way to stay top of mind. This isn't about being promotional. It's about genuinely contributing to the conversation. Your tone could be more playful, like the team at Duolingo. I've been loving what the team at beehiiv is doing with their comments. Great mix of helpful and supportive comments. A bit of fun thrown in for good measure, too. A great example was offering free trials to journalists affected by the WSJ layoffs. It felt genuine, not opportunistic. This is part of my Page Advocacy Framework - using your Page to support others. Is your brand sleeping on this opportunity to get noticed?

It's a huge ditto from me Moni Oloyede! Know Thy Customer should be the number one commandment of every marketing strategy, which then informs your business's LinkedIn strategy. Everything else is a distraction or means you aren't building on a solid foundation. I loved recording this podcast episode because it was all about getting back to the fundamentals of good marketing. I really enjoy Moni's content because she makes me think. Unafraid to go against the popular opinion. (Check her featured section for the YT video on marketing attribution being a scam for some more fun 😀) Check out the full episode on Social Media for B2B Growth Podcast.

Tim Tam Tip - one thing I love as much as Tim Tams, is digging into Company Pages to figure out what’s holding back their success. You’d be surprised what a fresh set of eyes, that isn’t too close to the action, can discover. Your Page should make it obvious - What you do. Who you do it for. What makes you different. When you eat, sleep and live the brand you make a lot of assumptions about how clear things are to strangers. If your Page isn’t hitting your KPIs, rather than blame LinkedIn and the algorithm why not take back control send me a DM and we can set up a time to chat? We can talk about how my Page Audit & Strategy can transform your Page results and free you up to focus on what matters in your business 😃 Happy Friday!

📢 It's not who you know - it's what you know. In a recent newsletter, I did a deep dive into the technical side of what changed on the LinkedIn home feed. This one is more focused on how you can use it to your advantage. I personally have been enjoying the new feed. At the moment, I'm doing a lot of pruning and removing connections/followers to help really build alignment with my goals. B2B Marketers - if you had to narrow down the topics you want your brand to be known for, could you do it? Or are you still promoting every SKU and service you have available? The opportunity is there for you to take...

Firstly - this one is a long one. But it's also as long as it needs to be, so you are up to date with the latest research and how to interpret it. Secondly - things change quickly. New research will come. Often, research conflicts with each other, so take it all with a grain of salt. Thirdly - the answer is always to get back to marketing fundamentals. Fourthly (is that a word?) - if you want to optimise your B2B's LinkedIn presence for AI citation, I can help. Fifthly - I love that the research backs what I've always said - your Company Pages is important for things beyond just impressions. Go the Power of Two. And then.....and then.... and no and then... (this one's for Susie Steed and anyone else who loves a good dated movie reference. 🤣)

Where is the line between employee advocacy and engagement pod? Something I try and answer is this week's podcast, after a post today caught my attention (I'd share it, but I got blocked - yes really) Blue Corner - A company shares its smart marketing strategy of dropping the link in a Slack channel and encouraging the team to swarm the post. The goal is to increase reach. Red Corner - Someone calling this out as practically an engagement pod, and that they should let the real audience determine the quality of the content. This is just artificial inflation. I can see both sides to this argument. On the one hand, I absolutely encourage teams to work together. Scaling your brand with employee advocacy is literally in my headline. On the other hand, I take the point that this actually stops the person from learning what does/doesn't resonate with their audience. Penny for your thoughts to help me work through this one...

Fun things you find amongst your 41,000+ photos on your phone. This was used in a LinkedIn post July 2021. Back then my business had a completely different name. I hadn’t done the rebrand (or should I say brand) and set up branding guidelines. Before I had professional photos (that one I took in the garden and removed the background) Before I had another 5 years of learning and experience. But the message is till the same - B2B buyers are online - your teams need to be too. ‼️More important - have fun and just post. You never know where you’ll be in 5 years if you just get started. 😃 PS It’s more fun to watch if you play with sound. Dare you not to smile.

⚠️You can't just dump content on your social team at the last minute and expect it to perform. This is one of the great insights from Melissa Dawson, Senior Corporate Social Media at WD, about what it takes for high-performing corporate social. Melissa has helped transform WD's corporate social presence, growing their audience by 30% and driving 83M+ impressions. This has been through a combination of organic and paid, company page and employee advocacy. Thanks, Melissa Dawson, for sharing your practical hands-on experience with the podcast listeners. If you want more out of LinkedIn for your business, this episode is for you! Let's all just agree, no last-minute dumping, you want something posted on the social team going forward 🤣

Why is there an assumption that LinkedIn is easy, and it should just come down to common sense? Many people are thrown into the deep end and expected to figure it out. Eventually, they will because they are smart. But LinkedIn changes quickly, and keeping up is my full-time job. Yes, I have a vested interest as I offer services like audit & strategy, or training. But that doesn't mean you don't have a vested interest too. I hope this helps someone realise they aren't alone if they can't achieve the results expected of them without training. 😀 Curious - have you ever had formal LinkedIn training?

Happy Tim Tam Day from LinkedIn’s unofficial Timfluencer (yes it’s a real thing). For those that are new here - welcome. Here’s the backstory. Every Friday for the best part of the last 2 years I’ve shared a TIM TAM TIP. A marketing tip tied back to these yummy chocolate biscuits. I have handed out close to 1000 at SMMW, Linked Summit - Konferencen om LinkedIn and UpLift Live as a speaker. Why? To build connection. That’s what this platform is really about. Maybe it’s having fun trying to convince my UK friends they ARE better than Penguins. Or sharing with Canadian friends how to do a Tim Tam slam. OR trying to explain to my US friends why I call them biscuits and not cookies. My favourite part is when people send me messages from all over the world when they spot them locally and think of me. Even better when they buy a pack and share with their family. At first it was just me sharing a bit of Aussie culture. Or as Liliane Abboud suggests maybe it was just an excuse to open a pack each week 😬 Ultimately it’s a bit of fun that’s meant to be memorable. If you have tried a Tim Tam or heard of them because of me let me know in the comments. Maybe The Arnott's Group will come through with a brand partnership after all 🎉

You heard AI cites LinkedIn, so you thought more posting more was the answer...I hate to break it to you, but what might be popular on LinkedIn doesn't make it true. I wrote this article to dispel some myths because they have been driving me crazy. NB - All my secret SEO how-tos for LinkedIn are reserved for my paying clients. I've had enough of the "inspired by" crew stealing my stuff 😀 Feel free to Book an Intro call b2bgrowthco.com

$2M order from a LinkedIn post > I quit on the spot to protect my reputation, a few weeks later. Yep, that's how my Founder story starts. March 2020 me would never have predicted what was to follow. Lucky for me, Liliane Abboud knew me better than I knew myself. Her words, "Work as hard to build a business for us as you have done for everyone else, and no doubt it will be a success." It took me a while to figure out even what the business might do. A false start in the wrong direction nearly ended it all. Lucky for me, it didn't. Lil continued to back me (patience of a saint at this point), and then the idea came to me. These business cards always remind me of how far we've come together. They were my idea of branding - pick some colours and ask a graphic designer to make them. Don't ask me questions about the target audience as I have no idea what that is at this point (Even funnier, it was lockdown, and I never used them. 😂) Building B2B GROWTH CO - Grow Your B2B on LinkedIn has been the thing that has challenged me most to grow as a person. Certainly been humbling. Never in a million years did I think I would become - 2 x Best Selling Author 2 x Podcast host of almost 400 episodes Producer of a thriving YouTube channel International speaker Unofficial LinkedIn Tim Tam Influencer #Timfluencer Globally recognised Company Page Expert (or should I say, queen?) We get to work with some of the most amazing humans globally. Thank you to everyone along the way who has supported us along the way. Most importantly, thank you to the person whom you don't get to see often (except the occasional Tim Tam Tip video), but without her, none of this would exist. Liliane Abboud you were right - we have worked hard and it's turning out just like you said it would. Thank you for everything you do.

Have you noticed you're no longer seeing posts from people you actually want to hear from? You're not imagining it, and this post is for you. B2B Marketers - LinkedIn changed how your Feed works, and here's what you need to know. Backstory - LinkedIn Engineering team released a long technical blog about what and why. Because I'm a LinkedIn nerd, I've read it all, so you don't have to. You can thank me later. If you have been using LinkedIn for a long time, as I have, you probably viewed it as a professional networking platform. ie the "social" in social media was important to you. You connected with someone - you saw their posts. Simple. Going forward, things are different. The new AI doesn't just look at who you follow anymore. ⚠️ It reads what a post is actually about, then finds the right person to show it to. Whether they follow/connected with you or not. The new feed learns in real time. Make good choices = good outcomes. Lurk and take no action = LinkedIn controls your destiny. Think of it as a choose-your-own-adventure book. (I loved those books). Things to understand - 1) Clarity and alignment are crucial - Pages, Profiles and Posts all need to be coherent. What topics do you want to be known for? The more specific, the better! 2) Every action you take eg content, profile update, connection, comment etc creates context for LinkedIn to change your feed within a few minutes. It's up to you to stay on track. 3) Topics - topics drive everything. Pick 1-3 topics and stick with them. The reality is, LinkedIn's new system rewards expertise that is easy to understand and consistently demonstrated. You don't need to post more. You need to show up with more clarity. The algorithm didn't get harder. It got smarter. And now, so have you. 😀 So this week, no more scattered activity. Get back to your Game Plan and focus. If you don't have one? We need to talk.

Unless hell has frozen over, there is zero interest from me. But let me tell you why... First of all, this tool breaks the rules of the LinkedIn User Agreement - no automation is allowed. (There is a reason they don't have a company page here) Why would I want to risk my account and that of people who trust me and pay me to manage their LinkedIn presence? Secondly, there is no way I could ever partner with clients strategically at the advanced level I do if I were managing 20-50 accounts per client. For the record, I would never endorse a tool that provides "content inspiration". That's code for stealing other people's ideas and pretending they are your own by changing a few words (or not even changing any). So yes, scaling employee advocacy with my clients is on my radar, but it's a HELL NO to do it by cheating the system. These tools promise the world and tell you they can work around systems. LinkedIn's Gyanda Sachdeva recently shared how LinkedIn are cracking down even more on this behaviour. If you want to build your brand and business on LinkedIn without taking shortcuts, but need help with execution, reach out and ask me about my Done With You Services for Company Page Management or Thought Leadership Content Pro for individuals. Don't fall for the shiny object that promises the world - you'll learn the hard way. 🔥🔥🔥🔥🔥

The way LinkedIn determines which posts you see in your feed has changed significantly, and I think it's important that marketers understand. It's a pretty full-on technical document, which I've done my best to simplify. What's most important to understand is that the Feed aims to determine which topics you are most likely to spend time on and engage with. Notice I said what TOPICS and not what people? If you don't feed the beast the right info, you get a feed that is a waste of time and not enjoyable. Every action, almost in real time, adjusts what is shown in your personalised feed. Good actions > take you closer to where you want to be. No actions > LinkedIn guesses (good luck with that). This change explains why you don't see posts from people you like as much anymore - it's all about the topics. Do you like the change? PS I save all the secret how-to stuff for my paying clients so that the "inspired by crew" don't steal it 😀

🎉Tim Tam Tip - Company Pages AREN'T a waste of time! For years, I've been saying this, and now I have the data to back it up, thanks to the team at Dreamdata. Turns out their research confirms something I’ve known in my gut for a long time 👉Your LinkedIn Company Page is a buying signal. Here’s what they found: • 9.4% of MQL journeys include a Company Page impression • 15% of SQL stage journeys include a Company Page impression • 17.9% of closed deals include a Company Page view That’s nearly 1 in 5 deals where someone checked out the Company Page. But wait, it gets even better than that (yes, really). The average time from the first Company Page impression to a won deal is just 90 days. As I've always shared in Page Admin training with clients, B2B buyers are looking beyond relationships with any one human. Especially on big deals that take time. This suggests buyers are visiting your Company Page during the evaluation phase. They’re checking: • Credibility • Expertise • Whether your company feels like the right partner Combine this with Semrush research into AI citations, showing that Company Pages are more likely to be cited by Perplexity, and it's been a pretty great week for me on the Company Page front. Time to celebrate with a Tim Tam or two. 🎉 2026 - The Year B2B discovered new ways Company Pages contribute beyond the home feed. PS This photo was taken in 2024, when Liliane Abboud and I visited the Dreamdata office in Copenhagen, met the team and traded Tim Tams for Danish butter cookies. 😀 If you want access to the full report, head to their company page or website to find the details.