Ready to maximize the effectiveness of your company’s LinkedIn page? Today, we’re covering the best tips and tricks you can implement on your LinkedIn page to maximize engagement, increase traffic, and boost your business’s bottom line.
15) Take Advantage of the Universal Appeal of Listicles
Do you want to know why we called this article “15 Tips for a Successful Company LinkedIn Page”? It’s because that title was way more interesting than “LinkedIn Company Page Tips”.
One LinkedIn study actually used real data to back up the appeal of “listicles” (lists + articles), showing that content that included the words “top” and the numbers “3, 5, 10, 25, 30, 50, or 100” received almost 40% more exposure than content without those words.
Even on LinkedIn, you’re still marketing to the internet. People on the internet have short attention spans. A listicle breaks up content in a logical way while also making people feel like they’re not reading 1700 words of content.
14) Looking for Easy Engagement? Ask a Question
LinkedIn is a surprisingly active community where many people like to share their qualifications, knowledge, and opinions on a variety of topics.
Give your followers an opportunity to show off their qualifications. Ask a question. But ask the right question. We’ve seen too many social media brands ask questions like:
“What is the craziest thing that’s ever happened while you’re drinking a can of [our product]?”
Instead of asking some generic, boring question like that, ask something more thought-provoking (and potentially controversial) like:
“How will Donald Trump’s plan to withdraw the United States from NAFTA affect our domestic economy?”
Cater your question to your niche. The above question might cater to those in economic or political science positions. Ultimately, asking questions is a cheap and easy way to get engagement and attract more attention to your page.
13) Show Off your Employees
Whether you’re a large or small business, your employees make up your company. LinkedIn makes it easy to show off employees. When employees follow your page, they’ll automatically be categorized under the “Employees” tab on the right-hand side of the page.
This allows customers to see your employees, check their qualifications, and get to know some of the people that make up your company.
Encourage your employees to follow your LinkedIn page. This tip is particularly important for small businesses, where customers can see each person who works for your business.
12) Fill Out All Fields About your Company
Make sure your business’s LinkedIn profile is complete. Fill in your number of employees, your location, your date of launch, and all other relevant information. Consider fleshing out a few Showcase Pages.
LinkedIn actually has a progress bar where you can see your page’s progress. The more information you fill in on your page, the more the progress bar fills up.
11) Use Analytics to Narrow Down your Content Marketing Strategy
LinkedIn has powerful analytics features that some businesses never use. You can view a surprising amount of information about the content you post, including valuable information like the number of clicks, number of impressions, and engagement percentage (which is just the number of conversions and clicks compared to the number of total impressions, displayed as a percentage).
Scroll through some of your recent content updates and see what received the most attention. Try to identify common trends. Use this to define your content strategy moving forward, then continue refining that strategy based on ongoing analytics research.
10) Get Employees Involved
Your employees are skilled professionals with unique things to share with the world. Maybe they have some inspiring story. Maybe they come from a unique background. Maybe they’re just really good at their job.
Whatever the case may be, the best companies share their employees’ stories on LinkedIn. This makes you employees feel valued, but it also helps to attract people in your industry. They’ll follow your page for insider information. Your business will start being seen as a thought leader in the industry.
At the very least, encourage your employees to comment on your LinkedIn page and respond to customers wherever appropriate. This personal engagement can turn LinkedIn page followers into your company’s next customers.
9) Change Up your Banner Image
You have two main photo sections on LinkedIn: a company logo and your banner image. You really only get to play around with your banner image, because your company’s logo probably isn’t going to change anytime soon.
Change your banner image to highlight a recent promotional sale by your company. Change it to reflect a new product launch or new location expansion.
Remember: it’s not just your LinkedIn followers who see your banner image. People will Google Search your company and end up on your LinkedIn page. If your company wants customers to get excited about something, then your banner image is a good place to start building hype.
8) Build Showcase Pages
Showcase Pages are valuable LinkedIn tools that let you flesh out a product or service offered by your company. Think of it like a branded subsection of your company’s main LinkedIn page.
LinkedIn got rid of the Product and Services section a few years ago and replaced it with Showcase Pages. It appears like Showcase Pages are here to stay.
Showcase Pages aren’t for every business. However, if your company has multiple brands, offices, subsections, or categories that deserve to be talked about, then spend time making a Showcase Page.
Showcase Pages work like miniature business pages. You can post your own updates under that Showcase Page, for example, and have your own followers.
7) Cross-Promote Everywhere
If you want to build your LinkedIn following, then you first need to let people know that you have a LinkedIn page. Cross-promote your LinkedIn page wherever possible – like your email signature and on your other social media accounts. LinkedIn’s developers section has a custom code you can place on your website that works as a LinkedIn Follow button.
6) Use the Careers Tab to Attract Talent
Whether you’re a small, medium, or large business, the Careers tab is a great place to start advertising your business’s job openings. You can attract high-end talent to your team. Or, if you’re searching for a candidate for a really competitive posting, consider paying LinkedIn to sponsor your job opening, which is where they place your job opening in front of targeted groups of people – like certain demographics or only people with certain job titles.
5) Implement the Best SEO Practices
LinkedIn pages rank surprisingly well on Google and other major search engines. Google a small or medium-sized business, and you’ll often find their LinkedIn page on the first or second page of search results.
If you want your LinkedIn page to appear closer to the top of search engines, then start implementing the best SEO practices today.
The best tip I can give is to focus on loading keywords in the first 150 characters of your company’s profile. Google, by default, previews the first 150 characters of text on your page. Make sure those 150 characters concisely mention your industry, your key products and services, and your unique selling point.
If you’re a general contractor in Phoenix, Arizona, for example, then make sure you use the words “general contractor in Phoenix” or something along those lines within the first 150 characters.
That way, when people Google Search “general contractor in Phoenix”, they’ll see those words on your page in bold.
If your page lists your different brands and services, then make sure each of those categories is tailored to search traffic. For example, if you also have a general contracting office in Scottsdale, Arizona, then make sure to mention that location.
Don’t load up your LinkedIn page with too many keywords. Search engines aren’t dumb: if Google thinks you’re trying to stuff keywords into your LinkedIn page, you’re more likely to be punished than promoted in search rankings. Make your content sound natural – remember, it’s not just search engines reading through it. Your future customers and employees could also be reading.
4) Balance Content Updates So They’re Not All About Self-Promotion
Nobody wants to follow a company’s page when they’re just talking about themselves the whole time. People want to follow your company page because you consistently post useful, helpful, informative, and intelligent content.
The best LinkedIn company pages on the internet today walk a careful line between self-promotion and general information. For every one update about a major product release at Coca-Cola, for example, they have 10 or 20 updates about their awesome employees or just general knowledge about what’s going on in the world.
3) Sync your Company’s Twitter with LinkedIn
You can sync Twitter with LinkedIn to display tweets on your LinkedIn page, giving your page a fresh stream of content even when you’re not specifically updating LinkedIn.
At the same time, you can use this connection to automatically post LinkedIn updates to Twitter. One important thing to note about this is that only the first 140 characters of your LinkedIn update will appear on Twitter. So keep that in mind when you’re writing the first few sentences of your next post.
2) Encourage your Employees to Join Industry-Specific Groups
Encourage your employees to be more active on LinkedIn, and you’ll naturally expand your company’s online presence.
Ask your employees to join industry-specific groups and start contributing. Make it a part of their daily routine. As long as your employees are saying intelligent things, it helps establish your company as a thought leader across multiple niches while showing off your employees’ best qualities with the world.
1) Remember It’s Not Too Late to Start: Only About 60% of Companies Have LinkedIn Pages
A Forbes report from 2014 showed that LinkedIn business page usage jumped from 24% to 57% in 2014. That number has grown slightly since then, but there’s still room for improvement.
I’m telling you this because it’s easy to get frustrated when you realize other businesses are so far ahead of you on LinkedIn. Fortunately, there are still plenty of companies who haven’t touched LinkedIn yet – so there’s no better time than today to get started.
How does that old Chinese proverb go? The best time to plant a tree was 20 years ago – the second best time is today. LinkedIn isn’t going away anytime soon. Setup your company’s page today and get to work implementing the above LinkedIn tips.
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