With more than 562 million members in over 200 countries and territories, LinkedIn has established itself as the world’s largest online network for professionals. Having a company page on LinkedIn therefore can provide you with an invaluable platform for promoting your business, recruiting new talent and interacting and engaging with a wide audience of professionals in your industry.
Setting up a LinkedIn company page is fairly simple; it is the lack of creating a thorough marketing plan with essential factors regarding the running and development of a page that ends up with many businesses making costly mistakes. In order for you to ensure you don’t make these mistakes and fully maximise having a LinkedIn company page you need you ask yourself these 6 essential questions;
Who is Going to set up and Maintain my Business Page?
Before you begin, you need to have a clear idea of who is going to be creating and maintaining your LinkedIn company page. Whether you assign the role to an existing member of staff or hire an external social media manager you need to ensure that the person that will be in charge of representing your business on LinkedIn is capable, with the knowledge and experience of how to successfully utilise LinkedIn and ultimately make it a successful addition to your marketing strategy.
How Should I Portray my Business?
Like with any other public platform you need to consider how you are going to portray your business to others and how you are going to link it with your other marketing efforts. As part of this consideration you will need to address areas such as how you are going to tie your branding to the overall typography and visual aspects of the page to what type of voice you want to portray within your status updates and of course what your overall objectives are for the page. Making sure your business is presented in a representative and appealing way is crucial so you need to ensure you have a clear understanding of how you want your business to appear to your audience and how and what you can utilise to help you achieve it.
What Images and Resources can I Utilise?
LinkedIn allows you opportunities to utilise the visual on your page. From the large cover image to allowing a variety of content types to be shared within updates, it is vital that you pull your resources and utilise these areas to help make your business inform, engage and stand out from the crowd. So look to see what visual aspects of LinkedIn you can use to your advantage, remembering to choose attention-grabbing images that reflect your brand and draws people in to learn more about your business. You also could and should explore the use of different types of content within your updates, from podcasts to eBooks and using brand videos. Mixing up the types of content you share grabs attention and keeps people engaged so pull the resources you have at your disposal, from customer testimonials, product demonstrations videos, to webinar footage and behind-the-scenes pictures and share them with your audience.
Have I Got a Clear Content Strategy in Place?
Posting status updates lets you reach out to and share news with LinkedIn members who have chosen to follow your company page. From this you need to utilise this connection and form a content strategy that provides value to and resonates with your target audience. You will come to learn what content formats they prefer, what content they interact with most, at what times and how many updates you need to post daily or weekly to maximise effectiveness. Just remember to always share content that is going to entertain, inform and be relevant to your audience and you are likely to be rewarded with engagement and a two-way conversation with your followers that can create business opportunities, help you learn more about your customers’ needs and other beneficial information that can aid your business in the future.
How am I Going to Promote my Page?
You need to consider how you are going to let others know about your page which will involve utilising opportunities both online and offline. Online you can use a variety of methods from using your other social media platforms to encourage others to visit your page, to adding a LinkedIn “follow” button to your business website and putting your company page’s URL email signature and your e-newsletters. You can also encourage your employees to create their own LinkedIn profiles and ask them to interact with your business page by sharing statuses and directing connections to the page. Offline you can verbally tell others of your page in any conferences, meetings in addition to putting the URL on your business card, packing and anywhere else your customers/ prospects will see it.
How am I Going to Measure the Success of my Page?
How you define the success of you page will depend on what your overall objectives are for your page. Linkedin provides a range of analytics that show everything from who’s visiting your page to what types of content they click on, like and share and at what rates so remember to continually analyse these analytics to see whether you are meeting your objectives for your page and what if any areas are in need of improvement and revaluation.
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