Thursday, November 5th, 2015 | 5 min read
A whopping 80 percent of LinkedIn’s 380+ million members want to connect with companies on the platform. These connections allow members to enhance their professional decision making, network, learn about new work opportunities, and stay up-to-date on business news and trends.
And now that LinkedIn has become a popular publishing platform, where industry influencers, execs, and entrepreneurs produce original thought leadership, it’s difficult to argue that LinkedIn shouldn’t be an important part of every large brand’s social media strategy.
Yet many companies don’t give their Linkedin Company Page the love it deserves. When building a company presence on LinkedIn, it’s critical to think holistically about the way people interact with your brand on the platform. If you’re running awesome Sponsored Updates and Display Ads, but your Company Page is a mess, your audience will perceive your company as inconsistent and haphazard.
Here are 5 tips for making the most out of your Company Page.
Most companies understand the value of header images by now, but it’s often a rushed cut-and-paste operation from their website, or a social media banner that they had lying around. Many companies also just stop at one image, when they have the option to curate a library of useful images.
Companies miss a real opportunity to create visually-arresting images that grab their viewers’ attention (and hopefully get them to scroll down to the updates). With a world of content at your fingertips, it’s worth taking a little extra time to have multiple, great options.
We all know it’s easier to sell to an existing customer (if they are happy with you). It’s just as easy (and cheaper) to hold the attention of people who already follow your company on LinkedIn. Perhaps the best way to truly keep them coming back is through “series” updates — added updates each day that build upon the day before.
You could interview 10 influencers, and post a new one each day. You could do a “Top Five Tips” for your industry, or create a “Best Of” series. And, most importantly, this will get your followers in the habit of coming back to your Company Page every day.
Sponsoring even 1 or 2 of the updates will increase the likelihood that your posts in that series will be seen, read, and amplified by your growing network of followers.
We all hear and know that Zappos and Google are good places to work. What about your company? You don’t have to be a giant, popular enterprise to attract clients and job candidates, but you do have to show that your company is a great place to work.
It doesn’t have to be an impossible challenge — start by interviewing your employees, or sharing YouTube videos of company events. Create a company blog, or share testimonials from happy clients. Give great prizes away publically through your page and make sure that your executives are involved.
But above all, make sure it’s genuine.
Growth starts at home. Make sure that your employees have connected their profiles to your Company Page before investing in Company Page ads. Start with getting your employees to add or edit their existing “experience” section, choosing your company from the dropdown menu to connect it to your Company Page. This has the added benefit of creating a navigation link and embedding your logo on their personal profiles. Also, encourage them to share Company Updates through their networks.
Companies forget that they need to market their LinkedIn pages just like any other product. That means investing time and money. At the very least, make sure that your mailing list knows you have a Company Page. Give them a quick link they can easily follow, and put your Company Page link in your email signature with your LinkedIn personal profile URL. It makes all the difference.
You can give them a reason to follow your page by focusing on what’s in it for them. No one wants more noise on their timeline, but if you have a special promo code or unique insights that they can’t get anywhere else – they might “Follow” you for that.
Finally, consider sponsoring an ad to drive traffic. While this can seem daunting, it’s a great way to create relationships with new audience members.
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