You may already be a LinkedIn whizz with your personal account but are you making the most of your business’ LinkedIn company page? Here’s our top tips for boosting the performance of your company’s LinkedIn page.
There are currently 13 million company pages active on LinkedIn, with businesses globally using the platform as a marketing tool and shop front. Successfully running your company’s page can help to build brand awareness, drive leads, become a thought leader in your industry and engage with your employees and attract the best prospective talent.
This is an easy win and something that can make a big difference to the overall message you are trying to present of your brand. Make sure that your company page has the most up to date logo and that it is optimised for the platform. Research shows that company’s with a logo get six times more traffic to their company page than those without. LinkedIn recommends uploading your company logo in a square format at 300 (w) x 300 (h) pixels.
A larger banner style image can also be added to company pages and are an easy way to showcase your company’s products or services. In an image-first world, this is going to be one of the first things people see when they land on your page so think carefully about how you use the space. Make sure this image is in line with your overall branding and try to tie the imagery in with your website. You can update the banner as often as you like to promote specific events and promotions.
The description section of your company page is the place to shout about your products and services and tell people what is unique about your business and why they should follow you. Company pages are SEO friendly so you can use the description to focus on words and phrases that reflect your business, expertise and industry focus. Be sure to write a strong introduction as Google previews up to 156 characters of this text. LinkedIn members can also search for companies by keywords so try to include the type of terms that people may search for when trying to look for your business. Use the ‘specialisms’ section at the bottom of the page to highlight your products and services as clearly as possible, again consider your optimum keywords as this will help members find your page.
A (theoretically) easy way to increase the reach of your LinkedIn company page is to ask your existing employee’s to actively engage with your content and spread the message through their individual networks. LinkedIn estimates that employees have ten times more connections than their company has followers so make the most of this opportunity. There is a good chance that your employees are already connected to some of the people you are trying to attract. It may take some internal awareness to get this right, but it is a great way to spread the company’s message and promote your page.
Once you’ve got your page looking and sounding professional, you’ll want to let people know about it. Make use of the tools at your disposal. Adding a link in your email signature is one way to raise awareness with existing customers and suppliers. Promote the page on any other social channels such as Facebook or Twitter and consider sending an email to let your database know that your page is live and most importantly, active.
Great content is the key to a successful LinkedIn page and you should create a strategy tailored specifically for the platform. Strike a balance between promoting your products/services and providing your followers with value. A good approach is to consider how you can be helpful to your audience; what questions do they want answering and what will they be interested in reading? This can include exclusive company updates but also consider industry-wide news and find people within your organisation who can provide thought-leadership pieces. Carefully considered content can quickly build trust with your audience and position your business as an industry leader.
With a content plan in place, make sure it is delivered to your audience in a digestible and professional looking way. Write snappy introductions to your posts and include a concise call to action. Support every post with relevant and carefully selected imagery which has been optimised for LinkedIn. The correct size for a LinkedIn post is 1200px x 627px, stick to this to avoid any awkward cropping.
If you need further inspiration then take a look at the top 10 company pages of 2017, as voted for by LinkedIn users.
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