Is your company utilizing LinkedIn to its full potential? Learn how to enhance your LinkedIn Page to boost your visibility, authority, and recruitment opportunities.
LinkedIn may not be the nicest social networking site on the planet, but if you’re in the industry of doing business, it’s a must-have.
Even though it isn’t the largest or most widely used network, it still has a massive global audience and is the most reputable social media platform in the game. All of this is to argue that, in both B2B and B2C digital marketing, LinkedIn can be a great instrument for brand building and lead creation.
And it all begins with a fantastic LinkedIn Company Page. Continue reading for a step-by-step guide to optimizing your reach, building your authority, driving sales, and possibly even recruiting that next all-star employee.
Why should you create a LinkedIn page?
With over 55 million firms competing for the attention of over 720 million members, LinkedIn is the world’s largest and most active professional networking platform.
A properly-optimized LinkedIn Company Page offers a big opportunity to promote your brand as an industry thought leader, as well as a slew of additional advantages, including:
- Lead generation: LinkedIn exposure to a brand or product can boost purchase intent by 33%. Here on LI, decision-makers congregate, and this is your chance to get in front of them.
- Recruitment: Every minute, three people are employed on LinkedIn. This is the place to see and be seen if you’re looking for today’s top talent.
- Publicity: Think using LinkedIn as just another way for the media to get in touch with you or for the general public to learn more about what’s new and noteworthy at your organization.
- Discoverability: Creating a LinkedIn page is simply a smart SEO practice. Having a formal presence here will aid in your visibility in search results.
How to create a LinkedIn Page
You’ll need to register a personal LinkedIn account first if you haven’t already. (Here’s a step-by-step guide from LinkedIn.)
Let’s get this party started.
- Select Company from the Create a LinkedIn Page.
- Fill up the company information. A page preview shows how the page will look as you add content. Choose a memorable URL for your company. Make it the same as your username on other social media platforms if possible.
- Include your company’s logo and tagline. This step is optional, but it should not be skipped. Pages with detailed information receive 30% more views.
- Select the Create Page option.
- Now is the time to add extra detail to your page. Your URL, a detailed description with keywords, and your location should all be included. (However, keep in mind that you’ll be able to modify these later if necessary!)
- Add a custom button, a content post, and relevant hashtags to finish your page.
- Remember to include a cover image. Currently, a format of 1,128px by 191px is recommended.
- Invite your contacts to follow you and expand your exposure!
Of course, posting your page is only the first step toward getting involved in the LinkedIn community. Read on for our expert recommendations on how to improve your LinkedIn Company Page for maximum interaction and results if you really want to make the most of this networking-focused platform.
Advice on how to create a successful LinkedIn page
1. Include a beautiful profile picture and banner in your profile.
Make a strong first impression with your profile photograph, which is the first thing people will see when searching for your organization on LinkedIn. Profile photographs on company pages attract six times as many visitors as those without.
Choosing a LinkedIn profile image is simple: resize your company logo (the same one you use on your other social media channels) to match the platform’s specifications.
Because there are no hard-and-fast restrictions for using this space, the profile banner above your company logo allows you a little more creativity (other than some sizing requirements).
2. Include relevant keywords in a captivating “About Us” section.
A prospect will be enticed by carefully chosen graphics, but it will require words to reel them in.
On your Organization Page, a well-optimized “About Us” section is a succinct paragraph (2,000 characters or fewer) that tells visitors everything they need to know about your company. To define your business goals in words that anyone can understand, use straightforward, accessible language influenced by keyword research.
Finally, you want your About Us section to describe your company’s story and show how valuable your product or service is.
The About Us section of your Company Page, like the rest of your social accounts, should answer six fundamental questions (though adjusted for a company and not you personally, obviously).
- Your Brand Name?
- Where you are located?
- What services do you provide?
- What are the values that you hold dear?
- What is the tone of your brand?
- How can people get in touch with you for further information?
Are you in need of some motivation? Check out the competition’s Company Pages to see how they do it!
What’s the bottom line? An About Us brief doesn’t have to be perfect, but it should always feel tied to your entire brand voice and mission.
3. Post on your Page on a regular basis.
According to LinkedIn, companies who post weekly get a 2x increase in interaction, so keep your page updated with new content on a regular basis.
You have a plethora of methods to entertain and inform your audience with the range of post options available to LinkedIn users—articles, photographs, video, and documents.
How to use LinkedIn’s content types.
Articles: Among social media platforms, LinkedIn is the only one that supports long-form content, so now is your time to say something (albeit LinkedIn recommends limiting it between 500 and 1,000 words)!
The post function allows you to embed photos, links, and pull quotations for a rich-text experience that feels more like a blog post than a regular social post.
Images generate a 2x spike in comments, according to LinkedIn research. To increase that number even more, LinkedIn recommends using picture collages or collections of three to four photographs in a single post.
You don’t have to be a photographer to share stunning, professional photographs with your audience – here’s a list of free stock photo sites to augment your content, as well as 15 useful tools for editing and generating attractive graphics.
-While video receives 5x the amount of engagement as static material on LinkedIn, Live Video receives 24x the amount of engagement.
If you’re interested in dabbling in the realm of live-streaming, check out our guide here, or check out our expert suggestions for making impactful videos.
PDFs and PowerPoint: Use LinkedIn to upload documents and slide decks to show off your brand or to provide some fascinating thought leadership ideas.
“We’ve found that users respond best to behind-the-scenes stories that highlight your unique culture and beliefs,” says LinkedIn.
Employees can be highlighted using LinkedIn’s Kudos feature, which allows you to welcome new team members and celebrate achievements. It’s a terrific approach to humanize your organization and show off its culture.
Tracking popular themes and articles: Choose a target audience and discover what types of things they’re already interested in; from there, it’s simple to share articles directly to your page. You can also re-share posts that mention your company.
If you’re going to post something, make it as impactful as possible by sharing at the right time. You can plan your social media calendar ahead of time using tools like Hootsuite.
4. Expand your target market
There are a variety of ways to grow your LinkedIn page’s audience, including organic growth, sponsored boosting, and adverts.
Invite your friends and family: Any first-degree Profile connections can be invited to follow you.
Make your posts more specific: Set a goal for your Page postings to reach your ideal audience organically (i.e. for free!). Choose a location, language, company size, or industry, among other targeting options, and LinkedIn will get your material to the correct individuals.
Paid promotion: From your Company Page, you may boost your Page or individual posts to gain even more exposure. Here’s where you can learn more about LinkedIn advertisements.
Experiment with hashtags: To get yourself into those tag feeds, add up to three hashtags to your page. You can respond and remark on industry-related subjects as your brand, exposing yourself to a larger audience.
Maintain communication with your employees: You can ping staff anytime you have a new post, which is a fantastic function. Your material should ideally be so fascinating that it inspires your staff to share it with their own networks.
Promote your page on your company’s website, on your other social media platforms, in your email signature, etc. Simply put, once your Company Page is up and running, shout it from the rooftops and ask the rest of the world to check it out whenever and whenever you can.
5. Create a page dedicated to your careers.
According to Glassdoor 69 percent of job seekers are more inclined to apply to a company that actively promotes its culture online; LinkedIn claims that prospects who are familiar with a company are 1.8 times more likely to apply for a job.
Though this is a premium tool, LinkedIn Career Pages are an excellent method to boost your recruitment efforts by showcasing your company culture in its best light.
6. Create a Product Page
Each product page on your Company Page gives you the chance to brag about a specific product or service offering, and they’re all linked to your Company Page.
You can offer a description of your product’s benefits, upload videos and photographs, solicit community feedback, and even highlight current customers to provide social proof to potential consumers.
7. Make sure you’re up to date on LinkedIn’s algorithm.
LinkedIn, like many social media platforms, is continually modifying and altering its algorithm to provide users with ever-more compelling material. Make sure you’re up to date on the latest secret formula for success so you don’t lose out on a chance to get a leg up.
For example, LinkedIn gives early adopters of new features an algorithmic boost, so keep a look out for launches and beta-testing opportunities to get a leg up on the competition.
8. Organize a virtual gathering.
Live-stream events are a terrific way to develop community and attract an audience to your website, whether you’re streaming a lecture like Microsoft, commencement ceremonies like MIT, or displaying your specialty like baker Lin Carson.
You can also create a native event landing page, quickly share virtual events with your followers, and optimize promotion with prominent call to action buttons and banners using LinkedIn’s virtual event promotion tools.
Attendees receive a confirmation email and notifications before to the event. It’s simple to communicate with viewers via the Live-stream chat during the event. After the event, you may use the video option on your Company Page to show off stream highlights.
Article: HOOTSUIT BLOG
