When you join LinkedIn as a company, your best strategy to promote yourself is quality content. You need to create engaging content that will cause others to click through to view your full profile and ultimately click the “Follow” button. You also want to make sure your company page is complete with text, images and other media that project a professional yet approachable attitude.
Select a Social Media Manager
It helps to have a central person responsible for managing all social media. If you can’t do it that way, try to divide the sites among a team and assign a LinkedIn coordinator.
Your social media manager will be responsible for collecting and posting content, responding to messages and comments in a timely fashion, and possibly managing any advertising campaigns you run.
Rotate Content Duties
Content production should always be a team effort, since each position has its own insights into industry issues. Use everyone you can to contribute content. Each department can contribute one article per week, for instance. Reach out to individuals at your company with unique expertise to provide a variety of perspectives. Don’t forget you can target content posts to different audiences to serve different industries.
Update Daily if Possible
Using LinkedIn for companies means updating more than a personal profile. Aim for a post every weekday.
You can use apps like HootSuite to upload batches of content and auto-post at a future time. The Analytics tab will gauge the response and allow you to adjust the timing accordingly. Don’t be afraid to try posting on weekends when lots of professionals have more downtime for social media.
Shared Google Doc for Brainstorming
Consider using a shared Google Word document to give a space to brainstorm content ideas and collect links.
Links are the easiest content to share on LinkedIn, as long as you include a sentence or two of commentary when it’s posted. Encourage link collection from all of the employees whenever they happen to see something interesting and relevant to your industry.
You can also use this space to divide and assign the work if you don’t already have a system to do so. Color coding is particularly helpful here.
Work with Your SEO Team
If you have an SEO team, let them help write your company page description. You have fewer than 200 characters to fit keywords in a natural and enticing way. This snippet is crawled and displayed by search engines inside and outside of LinkedIn. They may also be able to help you craft an overall approach to your LinkedIn marketing campaign, including the pay per click and pay per impression ads.
While you’re at it, ask your SEO team to help promote your new company page and try to land it on the first page of Google. LinkedIn is a great professional source for people who search for your company, especially since the content is completely under your control.
Seek & Return Recommendations
Recommendations show on your company page as a testament to your product and/or service. It’s important to reach out to clients and ask for these recommendations. Otherwise, most people who would be happy to do so just won’t think to leave one.
When someone leaves a recommendation, your page will display their name, their relationship to your company, when they worked with you, and their brief commentary. Try to get a variety of relationships displayed, including employees. With the advent of websites like Glassdoor.com, many potential job candidates are looking to find information from present or past employees on company practices and culture.
You also want to return recommendations, both on personal and company profiles. Your name will appear as a link, which can lead to clicks to your company page.
Build a Culture of Appreciation
The status update system on Linkedin allows you to share news articles, long-form blog posts, and inspiring images. But who doesn’t love feeling publicly appreciated? Thank partners, vendors and employees through your company feed. It helps personalize your company and let’s people know you’re friendly to work with.
Invest in Graphics
A series of professionally done graphics will legitimize your company on LinkedIn.
If you don’t already have images that fit the banner dimensions, have one made. Nothing looks worse than a compressed or stretched and distorted image. You can find freelancers online who can make targeted banners for a reasonable rate. Better yet, find a freelancer on LinkedIn, then leave a glowing recommendation.
Graphics can also be shared as content that will show up on all of your followers’ feeds. Consider creating your own infographics and branded inspirational images—just be sure to include a watermark in case it goes viral!
Search for Media Contacts
Use the LinkedIn search function to find media and journalist contacts who specialize in your industry. Reach out to make a connection and to let them know you’re available as an expert source. If you want to be bold, Google company feature write-ups, find the author and contact them through LinkedIn to request an interview.
Considering Paid Ads & Sponsored Content
Things have progressed quickly on LinkedIn for companies looking to actively advertise. You have an almost confusing array of options, starting with typical text ads to highlighted content updates and premium monthly plans.
Before you start paying, do your market research. You don’t want to advertise just to advertise or “raise brand awareness” (there are better places for that in most cases). Know who you are targeting and craft a marketing campaign around your audience. Remember that LinkedIn is best for B2B and recruiting purposes.
Some methods of advertising are more direct and, dare we say, spammy than others, like the sponsored InMail program. Used wisely, however, all of LinkedIn’s paid programs offer some value. To find what’s right for your company will require some trial and error. Keep careful tabs on the Analytics page and make adjustments as necessary. You may have to switch your approach to another paid marketing plan.
Use Content Targeting
When you join LinkedIn as a company rather than a personal profile, you have the ability to target your shared content. This means you can use filters to select who will see your upcoming post. Use this feature to target one industry at a time, a certain location, etc.
Post Job Openings
One of the biggest appeals of LinkedIn for company growth is the robust job posting feature. It’s not free, but it’s great exposure to the world’s largest pool of talent.
The job posting fee varies by location, but in general it’s around $195 per post for 30 days. Bulk discounts kick in at a minimum of 5 job postings, which don’t need to be posted all at once. Some of the benefits of posting include:
- LinkedIn’s algorithm suggests candidates who may fit your needs
- You receive 5 free InMail messages to contact candidates outside your network
- Advanced search tools allow you to filter, tag, and share candidates
- A special analytics tab to display how many people view your post, among other data
Don’t forget to appeal to your followers by sharing updates with your LinkedIn job postings.
LinkedIn’s internal studies have always shown that multimedia content gets more views, more clicks, and more engagement.
Videos can simply be a tour of the company office or a question and answer session with an employee. You can also make company news announcements through videos and then share the link with a teaser for commentary.
It’s also wise to use LinkedIn for company presentations (including PowerPoint), white papers, articles (written by or about your business), brochure images, etc. These days you can add pretty much any type of content you want, so take advantage of the opportunity to give a well-rounded overview of your company.
Remember to include multimedia both in the company profile itself and as shared content in the live feed.
If you have already started using LinkedIn’s Pulse platform for long-form posts, that’s a great start. But how do you know what topics and categories are trending?
Use the Discover tab to find out which topics—or what LinkedIn calls “Channels”—have the most followers. One, for example, is “Professional Women.” Creating content on this theme and tagging the topic name can help increase your visibility and establish your company as an industry leader.
You’ll also see the top Influencers and publishers on LinkedIn’s blogging platform. An insightful comment here will get your name plenty of recogniton. Commenting from your personal profile is usually required, though if you include the company on your profile you’re still able to raise awareness of your company.
Once you join LinkedIn for company purposes, you have to adjust your gameplan from that of a personal profile. These tips will help establish your business as an authority on LinkedIn, but the usage has to be consistent, ideally on a daily basis. Make sure to take full advantage of the various sections of the company profile, including Showcase pages, and then begin building your base of followers from the inside out, e.g., employees, vendors, clients, and so on.
Remember that LinkedIn is primarily a business-to-business network, so know your audience and target your content appropriately.
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