Are You Making The Most Of Your Company LinkedIn Page?
LinkedIn is the biggest worldwide professional networking app and currently boasts nearly 600 million users spread across 200 countries. As well as active individual members, LinkedIn is also the platform of choice for 30 million companies who understand the vast potential for brand exposure and business prospects on offer.
If your business is setup on LinkedIn already, you're already some of the way to benefiting from the many benefits of being on the quickly growing platform. However, there's every chance your profile could still be improved to make the most of the exposure to 90 million senior-level influencers, 63 million decision makers and 92% of Fortune 500 companies on LinkedIn. That's without even considering that LinkedIn is responsible for over 3 quarters of all B2B leads from social media, and a massive 46% of social media traffic to B2B company sites.
With figures like that, it makes really good business sense to ensure that your LinkedIn profile is in really good shape. A really good starting point is a visit to the LinkedIn Company Pages Playbook for those getting started, and the LinkedIn Company Page best practises page for those who are already setup.
For even more guidance to get your LinkedIn page working hard for your business, take a look at these 7 tips:
1. The 4-1-1 Rule Still Stands
Anybody working in marketing knows about the 4-1-1 rule which suggests that each piece of content that your company shares about itself has to be followed by you sharing 1 update from another business or industry leader, and then 4 pieces of content written by other relevant people/ companies. This rule is there to take the ego out of your feed. So rather than your clients or customers only seeing updates about your company in your feed, there's lots of information that is useful or helpful to their needs there too.
2. Get Creative With What You Share
If you really want to make an impact with your LinkedIn page, give people something to talk about. Don't copy what everybody else in the industry is doing, instead, be at the forefront of change, conversation, movement and development. Be forward thinking with your content and don't be afraid to stand out. Check out this amazing Ted Talk by Giovanni Corazza on Youtube to help your business start thinking outside of the box.
3. Utilise Video To Stay Relevant
81% of businesses use video as a marketing tool and 95% plan to use video in their marketing within the next year. More importantly 70% of B2B buyers and researchers watch videos on their path to purchase. Basically, everyone plans to use video so you need to use it to compete, and everyone expects to see video so you need to use it to compete.
Although your written content might be good, if you want to please your audience and gain new interest you really need to think about regularly adding video content to your posts. Even better, you can add native video onto your page on LinkedIn so you can instantly refresh your company image by adding some visual interest.
4. Understand The Difference Between Your Company And Your Personal Page
It sounds obvious but, with 3.48 billion of us on social media, most people are pretty involved with what they put on their own personal profiles daily, often across several sites and certainly including LinkedIn. Understanding that your company page and your personal page are worlds apart in how they should work and look is very important if you want to see positive results.
The key differences between your company and your personal page are:
● Advertising campaigns cannot be run from a personal page and can only be run from a company page.
● A company page does not have connections, it has followers. Followers cannot be sent an invitation so you have to work hard to build up your following.
● Your personal page is an all singing all dancing showcase of what you, as an individual can provide within your company role. Personal profiles also allow for an individual's personality to shine through on posts. With the company page it is all about the Company as a whole entity with less focus on individual employees.
● With a company page your priority is to build your brand, awareness and to gain followers to your page so they can see your updates. With your personal page, you're trying to connect with other people to increase your professional network and to generate sales opportunities.
● On your company page you cannot directly publish an article. Your employees or bloggers can do so on their personal page and you can promote that article on your company page with updates, including links to the article.
Understanding the key differences between a personal and company page on LinkedIn will help you to make the most of the LinkedIn platform through both personal and company activity which in turn will give you maximum exposure, regular business opportunities and help with SEO.
5. Be Precise And Exciting With Update Copy
It is a really good idea to avoid using long boring copy on your updates. Aim to post a short, sharp punchy update of around 150 characters or less that makes followers think, leads them to look at the content you want to feature, or to get a conversation started about a topic that is related to your industry. Utilise any news headlines or social media trends that are causing a stir in your industry so your brand appears present and relevant.
6. Use Analytics To Your Advantage
Trying out tactics like adding video and images is a bit of a shot in the dark if you're not using analytics to track what works and what doesn't. Keep a close eye on the results of your efforts and add tracking codes to your links to check where your traffic to your site is coming from. You can find an easy guide to doing this here.
7. Avoid Link-Sharing Constantly
Sharing links is a great thing to do, but doing it constantly is overkill. Be selective with the links that you do share to ensure they stand out.
"Instead of thinking outside of the box, get rid of the box." - Deepak Chopra
Making the most of your LinkedIn page has a lot to do with utilising the tools and tactics readily available to you. Minimise features proven to turn people off, like excessive links and boring content, and maximise features people love, like video and useful articles and updates by industry leaders. To future-proof your efforts, apply a creative and brave approach to what you're putting out there, and use analytics to refine those efforts and capitalise on what works. With two professionals joining Linkedin every second, now is the time to make the most of your company LinkedIn page.
If you need help creating regular high quality content for your company LinkedIn page then contact our team at More Than Words on 0330 010 8300.