LinkedIn is the world’s largest professional networking platform with over 800 million members. It allows businesses and professionals to connect, grow their network, and nurture relationships. One of the key features of LinkedIn are groups, which enable members with similar interests or professional backgrounds to share content and engage in discussions. A common question that arises is whether LinkedIn business pages can join groups just like individual member profiles.
Can Business Pages Join LinkedIn Groups?
The short answer is yes, LinkedIn business pages can join groups on the platform. Just like individual profiles, business pages have the option to join groups relevant to their industry, niche, or area of expertise. Joining groups provides an opportunity for business pages to increase visibility, connect with a targeted audience, share relevant content, and participate in group discussions.
When you create a LinkedIn business page, it exists separately from your personal LinkedIn profile. However, the admin of the business page uses their personal profile to manage the page. This includes joining groups on behalf of the business page. So while business pages themselves do not send requests to join groups, the admin can use their personal account to have the business page join groups.
How to Join a LinkedIn Group with a Business Page
Joining a LinkedIn group with a business page is a simple process:
- Log into your personal LinkedIn account that is the admin of the business page.
- Navigate to the LinkedIn group you want your business page to join.
- Click the “Join group” button on the group’s homepage.
- A pop-up will appear asking if you want to join the group with your personal profile or business page. Select the business page.
- The join request will be sent on behalf of your business page. The group admin will need to approve the request before the page is fully joined.
Once the group admin approves the request, your business page will be joined to the group and be able to engage with members and content just like an individual member.
Benefits of Joining Groups with a Business Page
There are several advantages for businesses that join relevant LinkedIn groups:
Increased Visibility
Joining active groups in your industry or niche provides an opportunity to get your business page in front of a new but targeted audience. Group members will see your business name, logo, and bio when you interact in the group.
Thought Leadership
Business pages can establish thought leadership and credibility by sharing insights, tips, and expertise within group discussions and posts.
Lead Generation
You can include links to your business website/landing pages in group content. This provides a way to organically generate leads and traffic from engaged group members.
Market Research
Paying attention to group discussions and comments gives you valuable intel about your target audience’s pain points and interests.
Improved SEO
Active engagement within LinkedIn groups helps pages establish relevancy signals which can improve search engine rankings.
Partnerships
Connecting with other businesses and professionals in your niche within groups can lead to potential partnerships, collaborations, and cross-promotion opportunities.
Best Practices for Business Pages in Groups
To maximize the advantages of group participation, business pages should follow these best practices:
Only Join Relevant Groups
Avoid indiscriminately joining a ton of groups or those with very broad topics. Focus on high quality groups directly related to your target customers and offerings.
Add Value
Contribute value to discussions by providing unique insights, helpful resources, and thoughtful comments. Avoid self-promotion or spamming the group.
Share Multimedia Content
Post branded visual content when allowed, like infographics, videos, slides, and images that provide value. This helps boost visibility and engagement.
Cross-Promote Content
Share your best group posts and discussions on your other social channels to maximize reach.
Engage Consistently
Set aside regular time each week to check into your groups and engage with new discussions and content.
Monitor and Listen
Pay attention to any discussions where members mention your brand or competitors. This provides an opportunity to engage or learn.
What Types of Groups Should You Join?
Consider joining a mix of these linkedIn group types for well-rounded engagement:
Industry Focused
Groups specific to your particular industry and niche like SaaS, healthcare, engineering etc.
Topic Focused
Groups centered around specific functions like HR, marketing, sales, leadership, etc.
Location Based
Groups for your local city or region.
Company Focused
Groups for your own company or brand that employees and customers can join.
Influencer Groups
Groups managed by influential LinkedIn figures like authors, speakers, consultants etc.
| Group Type | Examples | Benefits |
|---|---|---|
| Industry Focused | SaaS Professionals, Healthcare Professionals Network, Women in Engineering | Connect with an audience in your specific niche and establish expertise |
| Topic Focused | HR Leaders, Digital Marketing Strategies, Sales Tips & Advice | Discuss specialized functions and roles |
| Location Based | Houston Networking Hub, Business Leaders of Los Angeles | Engage with the local community |
| Company Focused | XYZ Company Employees, ABC Brand Customers | Engage employees and brand advocates |
| Influencer Groups | John Smith’s Leadership Strategies, The Sara Jones Network | Gain access to influencer content and audiences |
Should All Business Pages Join Groups?
While joining relevant LinkedIn groups provides many benefits, it may not be a smart use of resources for every business page. Here are some factors to consider:
Your Goals
Determine your goals and KPIs for the business page. If boosting engagement, thought leadership, and organic traffic are priorities, then joining groups could help. If you are focused solely on driving ads, then groups may not be worth the effort.
Available Resources
Actively participating in multiple groups requires dedicated time each week. If you have limited resources, you may want to start with just 1-2 key groups.
Content Pipeline
Joining groups means you need to create content to share. If you don’t have a steady content creation process in place, it will be difficult to engage consistently.
Current Traction
If your page has low followers and engagement right now, focus first on improving your main feed’s content and reach. Then utilize groups for a secondary boost once you have a solid foundation.
LinkedIn Group Alternatives
If your business concludes that actively joining/engaging in LinkedIn groups right now isn’t the right fit, here are some alternative ways to tap into group benefits:
Follow Relevant Groups
Rather than fully joining, you can simply follow groups in a read-only capacity without needing to actively participate. This allows you to stay on top of discussions and content.
Promote Discussions
Engage with relevant hashtags and group names in your main page feed posts and LinkedIn ads to show up when members search those keywords.
Analyze Groups
Use tools like LinkedIn Group Analytics to extract key data and insights without needing to join groups.
Focus on Company Page
Optimize your Company Page as the home for engaging employees, customers, and partners instead of relying on external groups.
Utilize Showcase Pages
Create Showcase Pages for your important brands, products, initiatives etc. and focus on driving followers and engagement there.
Conclusion
LinkedIn groups provide a platform for business pages to engage in targeted communities and discussions to support goals like lead generation, thought leadership, and visibility. However, actively participating in groups requires dedication and strong content.
Pages should strategically join industry, topic, location-based, and influencer groups that align with their offerings and audience. Best practices include contributing value consistently, promoting group content externally, monitoring relevant discussions, and leveraging groups for market research.
Before joining numerous groups, business pages should consider their resources, goals, current traction, and content pipeline. For Pages that determine groups are not a fit right now, alternatives like following discussions, optimizing the Company Page, and utilizing Showcase Pages can deliver similar benefits.