Creating a LinkedIn company page can bring a wealth of benefits to your business. At a very basic level, you can use it outline the basics of your business and operations, however by taking your LinkedIn marketing to the next level and utilising the many features LinkedIn offers for companies, you can raise brand awareness, promote career opportunities and develop yourself as a thought leader by regularly engaging and sharing quality updates with a rich network of professionals in your industry.
Want to ensure your LinkedIn Company Page becomes a fundamental and powerful tool in your marketing efforts? Check out these 6 simple steps!
Do Your Research
Conducting research before you start using LinkedIn for business is fundamental to a successful page. Your LinkedIn research should include these several key areas;
- Identify your Target Audience – You will need to know important factors such as who they are, in what format do they prefer to receive content and other general demographics.
- Research your Competition – Find out what is and isn’t working for your competition on LinkedIn, find out what they do well and what they don’t and then apply it to your own strategy.
- Understand the Latest Techniques – Make sure you are aware of the latest updates, tends and techniques on LinkedIn so that you can keep your page up to date, competitive and effective.
- Case Studies – Compile examples of businesses that are similar to you and have thriving LinkedIn Company pages, look at what they do well, what their audience responds well to and other important factors that you can apply to your own efforts.
- LinkedIn’s Future News, Updates and Projections – Ensure you track LinkedIn’s trends and updates as they regularly change so you need to keep your business up to date and effective.
Establish Your Presence
Essentially, your company page acts as a central informational hub for visitors looking to learn more about your business. Creating a page is simple, to get started you just add your business logo, a banner image, description, specialties, industry, website, amongst other important aspects that help tell you and your brand story. The more difficult but highly important part of creating your page is the consideration you need to direct towards you’re your SEO efforts and writing with language that will attract and target the audience that you want. In terms of SEO, LinkedIn itself is very SEO friendly and there are plenty of opportunities to insert keywords throughout your page. Enhancing your SEO and indeed attracting the right audience however is very much dictated by the language and keywords that you use throughout your page. Therefore it is fundamental that you use rich, descriptive language embedded with powerful, keyword-rich phrases that clearly and concisely tells your readers who you are, what your visions are, your purpose, expertise and the skills/value that you offer.
LinkedIn provides businesses with a platform to reach the world’s largest professional community. Whilst members are primarily there to discuss business, recruit new hires and inform others on products and services, the real value to businesses lies in using LinkedIn to foster relationships and working on interacting and engaging others in the community. Businesses that genuinely seek to get to know their audiences and provide valuable, informative and engaging content outperform those that seek to sell and broadcast to others.
After you have established and optimised your business presence on LinkedIn, you need to start attracting an audience. There are several simple and effective strategies to ensure your page is perfectly optimized to be attractive to your target audience.
- Get your staff and colleagues engaged on your page – Announce to your employees that you now have a LinkedIn company page and if they have LinkedIn themselves, to engage with and share your Company Updates. To amplify your efforts you can also encourage them to add a link to your Company Page to their email signatures.
- Tell your customers and business partners about your page – Once you have created and optimised your page you can utilise your existing contacts and drive traffic to your page by announcing your page in a compelling blog post, newsletter or email announcement.
- Add a “Follow” button to your website – On LinkedIn’s website developer.linkedin.com there is a host of widgets that you can assess and use to enhance your LinkedIn marketing. A popular and effective strategy is to implement the “Follow” button on your blog or website to attract the traffic from those sites and compel them to follow your company page easily with a single click.
Engage Followers and Share Great Content
If you have positioned and developed your page effectively, people will follow your company page as a way to engage and interact with you. Whilst LinkedIn is a professional space, you still need to realise it is a social network so actively and regularly facilitate that engagement by making the effort to communicate with your followers through asking questions, replying to comments, providing valuable updates and other engagement strategies. One of the most effective and important ways of creating relationships and engaging your followers is to encourage conversation, with your Company update being the perfect tool for starting those conversations.
Essentially, LinkedIn members want content that is valuable, informative, insightful and encourages engagement and as such every status update you post should embody these characteristics and all the following suggestions in order to be highly effective.
- Don’t be sales-y – Overly promotional content with heavy emphasis on product promotion is not received well on LinkedIn. You can post business-related news or product announcements but you must make sure they are delivered in a way that provides value and has a specific benefit to your followers.
- Post Once per Weekday – Developing a consistent posting schedule encourages engagement, fosters familiarity and through providing valuable content regularly you can help develop yourself as an authority within your sector.
- Post at Optimal Times – Generally updates posted are most effective during the common business hours of 9-5. However you should experiment to see what works best for your company.
- Include Links to Great Content – Company updates that contain links have been found to have up to 45 percent higher follower engagement than updates without links. Therefore ensure you share links to great and informative content and remember to write a compelling sentence to describe and accompany the link to encourage members to click through.
- Tailor your Content to Specific Audiences – Content that is customised and targeted to a follower’s interests and needs is going to resonate best with them so ensure you write your updates with your target audience in mind. You can take your targeting further by using LinkedIn’s Targeted Updates that allows you to match your message to an audience effectively. Targeted updates are a feature to help you promote content more effectively. After you have created a status update you can choose whether to share it with all your followers or a targeted audience that you can dictate based on geography, job, industry, company size amongst other factors.
- Provide Content That Solves Problems for Your Audience – LinkedIn offers you the opportunity to enhance your updates with rich content. Therefore you should utilise this and team it with providing expert content that solves problems for your audience. From white papers, videos, how-tos, to blogposts and case studies, you can share a whole host of rich content to inform your audience. The savvy business will also put consideration into their SEO effort by include SEO-rich keywords throughout the content updates as this will add to the findability of your page when members search for keywords and will also help in your general SEO efforts since company pages are extremely SEO-friendly.
- Ask Questions – to amplify your efforts you need to encourage engagement with your followers and the best way to do that is to ask questions to your audience and let them have their say as on average, status updates that contain questions receive almost 50 percent more comments. They will embrace to chance to have their voice heard and to respond to questions about industry trends, their views on business developments, new products/services and more which not only benefits your brand awareness but you also get to know more about your audience from their concerns, needs and wants which can inform your strategy and make it more effective in the future.
- Respond to Comments – Your input doesn’t end after you have clicked post on your status update, rather, you need to then respond efficiently and in a way that shows of your excellent customer service skills to the conversations that develop from your status update.
- Listen to Conversations Outside of LinkedIn to Help Create Content – By listening to relevant conversations outside of your LinkedIn page on your blog posts, forums etc. you are able to collect findings that show what types of content that are most popular and resonate best with your audience, which you can then take and apply to your own LinkedIn content marketing efforts. By posting content that directly addresses your audience’s interests and solves their problems your followers will find your updates interesting and hopefully share them within their own personal networks, which goes a long way in attracting an audience and establishing yourself as a thought leader within your community.
Learn, Analyse and Refine
As with any other of your marketing efforts and campaigns, in order to determine your success you need to measure your performance and use the data you collect to inform and develop your future efforts to optimise your campaigns and maximise their effectiveness. LinkedIn’s analytics provide you with a wealth of data that you can explore to see vital insights into how your campaign is performing, from what content resonates best with your audience, to the best times to post and much more. In order to be successful on LinkedIn and get the most out of using it for your company you therefore need to regularly assess your analytics, listen to what they tell you and ultimately understand what that means you need to do in your future campaigns to ensure you are maximising engagement, driving brand awareness and maximising your ROI.