Your Company Page serves as the foundation of your business’ s presence on LinkedIn making it crucial that you develop and utilise this platform and its features in order to enhance your marketing, brand awareness and hiring and recruiting efforts.
Know Your Audience/Competitors
Thoroughly researching both your target audience and your competition on LinkedIn are crucial as they will help inform and dictate how you position your page. One of the first things you must do before you form your company page is to understand the audience you are trying to target, finding out important factors such as where they spend their time online, how they like to digest content and other important general demographics. The same level of research also needs to be applied to your competition. Look to find out what is and isn’ t working for your competition on LinkedIn, in what areas they perform well and where they don’ t so you can then apply the lessons learnt to your own strategy.
Establish Your Presence
Essentially, your company page acts as a central informational hub for visitors looking to learn more about your business. Creating a page is simple, to get started you just add your business logo, a banner image, description, specialties, industry, website, amongst other important aspects that help tell you and your brand story. The more difficult but highly important part of creating your page is the consideration you need to direct towards you’re your SEO efforts and writing with language that will attract and target the audience that you want. In terms of SEO, LinkedIn itself is very SEO friendly and there are plenty of opportunities to insert keywords throughout your page. Enhancing your SEO and indeed attracting the right audience however is very much dictated by the language and keywords that you use throughout your page. Therefore it is fundamental that you use rich, descriptive language embedded with powerful, keyword-rich phrases that clearly and concisely tells your readers who you are, what your visions are, your purpose, expertise and the skills/value that you offer.
LinkedIn provides businesses with a platform to reach the world’ s largest professional community. Whilst members are primarily there to discuss business, recruit new hires and inform others on products and services, the real value to businesses lies in using LinkedIn to foster relationships and working on interacting and engaging others in the community. Businesses that genuinely seek to get to know their audiences and provide valuable, informative and engaging content outperform those that seek to sell and broadcast to others.
After you have established and optimised your business presence on LinkedIn, you need to start attracting an audience. There are several simple and effective strategies to ensure your page is perfectly optimized to be findable and attractive to your target audience.
- Get your staff and colleagues engaged on your page– Announce to your employees that you now have a LinkedIn company page and if they have LinkedIn themselves, to engage with and share your Company Updates. To amplify your efforts you can also encourage them to add a link to your Company Page to their email signatures.
- Tell your customers and business partners about your page– Once you have created and optimised your page you can utilise your existing contacts and drive traffic to your page by announcing your page in a compelling blog post, newsletter or email announcement.
- Add a “Follow” button to your website– On LinkedIn’ s website developer.linkedin.com there is a host of widgets that you can assess and use to enhance your LinkedIn marketing. A popular and effective strategy is to implement the “Follow” button on your blog or website to attract the traffic from those sites and compel them to follow your company page easily with a single click.
Engage Followers and Share Great Content
If you have positioned and developed your page effectively, people will follow your company page as a way to engage and interact with you. Whilst LinkedIn is a professional space, you still need to realise it is a social network so actively and regularly facilitate that engagement by making the effort to communicate with your followers through asking questions, replying to comments, providing valuable updates and other engagement strategies. One of the most effective and important ways of creating relationships and engaging your followers is to encourage conversation, with your Company update being the perfect tool for starting those conversations. Essentially, LinkedIn members want content that is valuable, informative, insightful and encourages engagement. As such every status update you post should embody these characteristics.
LinkedIn currently provides four ways to launch your social media updates:
- Status Update
- Link Share
- Photo Upload
- Video Link Share
Don’t be sales-y: Overly promotional content with heavy emphasis on product promotion is not received well on LinkedIn. You can post business-related news or product announcements but you must make sure they are delivered in a way that provides value and has a specific benefit to your followers.
Post Once per Weekday: Developing a consistent posting schedule encourages engagement, fosters familiarity and through providing valuable content regularly you can help develop yourself as an authority within your sector.
Post at Optimal Times: Generally updates posted are most effective during the common business hours of 9-5. However you should experiment to see what works best for your company.
Include Links to Great Content: Company updates that contain links have been found to have up to 45 percent higher follower engagement than updates without links. Therefore ensure you share links to great and informative content and remember to write a compelling sentence to describe and accompany the link to encourage members to click through.
Tailor your Content to Specific Audiences: Content that is customised and targeted to a follower’ s interests and needs is going to resonate best with them so ensure you write your updates with your target audience in mind. You can take your targeting further by using LinkedIn’ s Targeted Updates that allows you to match your message to an audience effectively. Targeted updates are a feature to help you promote content more effectively. After you have created a status update you can choose whether to share it with all your followers or a targeted audience that you can dictate based on geography, job, industry, company size amongst other factors.
Provide Content That Solves Problems for Your Audience: LinkedIn offers you the opportunity to enhance your updates with rich content. Therefore you should utilise this and team it with providing expert content that solves problems for your audience. From white papers, videos, how-tos, to blogposts and case studies, you can share a whole host of rich content to inform your audience. The savvy business will also put consideration into their SEO effort by include SEO-rich keywords throughout the content updates as this will add to the findability of your page when members search for keywords and will also help in your general SEO efforts since company pages are extremely SEO-friendly.
Ask Questions: to amplify your efforts you need to encourage engagement with your followers and the best way to do that is to ask questions to your audience and let them have their say as on average, status updates that contain questions receive almost 50 percent more comments. They will embrace to chance to have their voice heard and to respond to questions about industry trends, their views on business developments, new products/services and more which not only benefits your brand awareness but you also get to know more about your audience from their concerns, needs and wants which can inform your strategy and make it more effective in the future.
Respond to Comments: Your input doesn’ t end after you have clicked post on your status update, rather, you need to then respond efficiently and in a way that shows of your excellent customer service skills to the conversations that develop from your status update.
Listen to Conversations Outside of LinkedIn to Help Create Content: By listening to relevant conversations outside of your LinkedIn page on your blog posts, forums etc. you are able to collect findings that show what types of content that are most popular and resonate best with your audience, which you can then take and apply to your own LinkedIn content marketing efforts. By posting content that directly addresses your audience’ s interests and solves their problems your followers will find your updates interesting and hopefully share them within their own personal networks, which goes a long way in attracting an audience and establishing yourself as a thought leader within your community.
The Most in-Demand Content is Industry Insights: According to numbers from LinkedIn, 6 out of every 10 LinkedIn users are interested in industry insights—the most-demanded type of content among LinkedIn members. Second to industry insight, company news which appeals to 53 percent of LinkedIn members. New products and services are the third most popular content, with 43 percent interested in this kind of update. From this, you need to always strive to share your informative expertise, be helpful and transparent when you post and you will appeal to the majority of your audience and meet the expectations your audience expect from you when they followed you on LinkedIn.
Help your Employees Help You: Engagement on your profile can be a big help to those who happen to stop by, and it turns out that your own employees could be Employees are 70 percent more likely to click, share, and comment on an update than a typical LinkedIn user. Making them a great asset to build engagement on your page. From this, you need to take advantage of this and make it easy for employees to engage with your content. Send notifications and links every time you post or when particularly important updates go live and ask them for engagement.
Share Links for Engagement and Share Images for More Comments: A study by QuickSprout found that including a link in your LinkedIn posts drives 200% more engagement. That same study also revealed that posting images on LinkedIn results in 98% higher comment rate.
Keep Link Titles <70 Characters: When you’re uploading these engagement-driving links directly to your LinkedIn Company Page, if the original post has a lengthy title, be sure to click into the title to edit it. Any title above 70 characters gets cut off when posted on your Page.
Keep Link Descriptions <250 characters: The description associated with your status update is given 250 characters before it’s cut off with an ellipsis. So similar to
182 http://www.scarlettdarbyshire.com the link title limitations, ensure you shorten your Meta description for it to properly display on LinkedIn.
Generate Leads With Offers: A HubSpot study found that LinkedIn is 277% more effective for lead generation than Facebook and Twitter. Take advantage of this by highlighting your great offers and including call to actions in your posts.
Learn and Optimize From Your Engagement Percentage: Engagement will show you where to improve, grow, and change the way you update to your LinkedIn profile. By regularly reviewing areas such as the category of content you posted, who was targeted, and the day of the week and time of day that you posted you can help craft even more optimized posts the next time you update. Logged-in admins can find the analytics by clicking the dropdown menu from the blue Edit button in the top right of your company profile. From the main insights page, you can view general information about the visits to your profile, including helpful demographic info that can show you the locations of visitors, seniority, industry, and even how many visits came from your own employees. To dig deeper, click on the analytics link at the top of the page, and you can view the complete stats for the updates you share. Engagement percentage measures the total number of interactions, clicks, and followers acquired for each update you post to your account. In other words, engagement percentage can tell you how many people, of those who saw your update, truly engaged with it.
Learn, Analyse and Refine
As with any other of your marketing efforts and campaigns, in order to determine your success you need to measure your performance and use the data you collect to inform and develop your future efforts to optimise your campaigns and maximise their effectiveness. LinkedIn’ s analytics provide you with a wealth of data that you can explore to see vital insights into how your campaign is performing, from what content resonates best with your audience, to the best times to post and much more. In order to be successful on LinkedIn and get the most out of using it for your company you therefore need to regularly assess your analytics, listen to what they tell you and ultimately understand what that means you need to do in your future campaigns to ensure you are maximising engagement, driving brand awareness and maximising your ROI.