Are You Utilizing LinkedIn to the Fullest Advantage?
LinkedIn is a place where prospects can learn about your company through a social network that is designed for business professionals. It’s a place where your current clients often expect professional updates from. And, it’s a place where potential future employees are searching for employment.
Too often do businesses neglect their LinkedIn pages. When you do this, you all but ensure that this valuable resource goes to waste. But, this doesn’t have to be the case. Follow the best practices we outline below to make sure that when people arrive at your LinkedIn Page, they’re impressed with what they see.
LinkedIn Company Page Best Practices
1. Make Sure Your Profile is Complete
Your About Us section is likely the first thing that your page visitors are going to look at when they first arrive at your page because they want to learn about what exactly it is you do. Make sure you do the following:
- Profile/Banner Image: Your profile image should be a version of your company’s logo - according to LinkedIn, companies with logo images get six times more traffic to their company pages. Make sure that your logo is readable, high-quality, and sized to fit the space you are given. You can also bring your page to life with a cover image.
- The About Us Section: Make sure that the description you provide is filled with keywords that describe what your business does and what location and industries you serve. Your company page is SEO-friendly through Google and through LinkedIn searches themselves.
- Showcase Pages: LinkedIn’s Showcase Pages are free extensions of your page that allow you to highlight a specific aspect of your business. For example, you could create a showcase page that highlights one of the major industries you serve and the specific services have that solve their IT-related problems. These pages allow you to build stronger relationships with individuals who are interested in the topic of your page.
2. Utilize Career Pages
Career Pages allows you to reach the right candidates so that you can attract the best talent to your organization. If you are interested using LinkedIn’s Career Page to expand your company through hiring more people, you should:
- Showcase Your Employees: Use photos and video to give candidates a preview of your company culture. You can also include testimonials from your current employees that say why they like working there.
- Expand Your Reach with Ads: You can use ads to drive qualified candidates to your Career Page.
3. Fill Your Recent Updates Section
LinkedIn’s “recent update” section allows you to keep your audience informed on what is going on in your company. These posts will appear on your Company Page and in the newsfeed of people who follow your page.
- Share Content Daily: When you post on a daily basis, you have a better chance of being seen by your audience and are more likely to receive engagement on your posts. Try to link back to your company’s website whenever possible with a call-to-action. Also, make sure that you are checking your page daily so that you can engage back with comments left on your posts.
- Include Visuals: Posts that are solely text tend to get overlooked in a person’s feed. By including an image, you’ll have a 98% higher comment rate. You can also include links to your YouTube videos. These videos will play in the LinkedIn feed so you can keep people on your LinkedIn page for longer.
- Don’t be Overly Sales-y: Posts that are too sales-focused discourage conversation, and social media is about building relationships with clients and prospects through active engagement. Make sure that your Update Feed includes a mixture of topics, including company-related news updates, educational content, company culture pieces, and product announcements.
4. Use Company Page Analytics
Admins of your LinkedIn Company Page can view analytics to track how successful your LinkedIn page is. Through your Company Page, you can track Visitor Analytics, Update Analytics, and Follower Analytics. If you use Career Pages, you’ll be able to track additional Talent Brand Analytics depending on which tier you utilize.
- Visitor Analytics: Track visitor highlights, traffic metrics, visitor metrics, and life page traffic
- Update Engagement Analytics: Track engagement highlights, engagement metrics, and update engagement.
- Follower Analytics: Track follower highlights, follower fains, follower demographics, and companies to track.
- Talent Brand Analytics: Track engagement highlights, company talent flows, talent attraction, and applicant behavior.
5. Take Advantage of Paid Promotions
LinkedIn allows you to run paid advertisements through their platform. All advertisements can be tracked through their Campaign Manager, which allow you to track how much you’ve spent, the number of impressions, number of clicks, average CPM, average CPC, and more. There are three main types of paid advertisements you can run:
- Sponsored Content: Sponsored Content is native ads that appear in an individuals’s LinkedIn feed. Normal Sponsored Content will appear in your Recent Updates on your company’s page. You can use Direct Sponsored Content if you want to test and personalize ads for a specific audience. These ads do not publish to your company page.
- Sponsored InMail: Sponsored InMail allows you to send direct, personalized messages to a user’s inbox. Messages are only delivered if that user is active on LinkedIn. These can be used to boost webinar registrations, share product and service promotions, or to promote downloadable deliverables. It can also be used for recruitment purposes.
- Text Ads: Text Ads are desktop ads that appear on the right side or top of the LinkedIn desktop feed. They are available in a variety of sizes and ratios. You can set your budget based on pay-per-click (PPC) or cost per impression (CPM), depending on your preference.