LinkedIn is the world’s largest professional network with over 722 million users worldwide. It’s a great platform for establishing your professional brand, connecting with clients and colleagues, networking, and promoting your business. One of the best ways to promote your company on LinkedIn is through your LinkedIn Company Page.
A LinkedIn Company Page allows you to showcase your products and services, share company news and updates, attract prospective customers and talent, and connect with your target audience. But creating the page is just the first step. To truly capitalize on LinkedIn for your business, you need an effective strategy for promoting your Company Page and increasing your followers.
Why have a Company Page?
Here are some of the key benefits of having a LinkedIn Company Page:
Increased visibility and brand awareness
A Company Page gives your business a presence on the world’s largest professional network. It allows you to get your brand and messaging in front of LinkedIn’s 722+ million members. The more visibility your page has, the more credibility and authority your brand will gain.
Attracting customers and sales leads
59% of B2B marketers generate leads from LinkedIn. A Company Page gives you an opportunity to attract new prospects, engage with them, and convert them to customers. You can showcase your products/services, share customer testimonials, and make it easy for prospects to contact you.
Recruitment
LinkedIn is used by 75% of job seekers. An optimized Company Page highlights your employer brand and company culture to attract top talent. You can share employee spotlights, job listings, and work perks.
SEO benefits
Company Pages help boost your search engine rankings by strengthening your domain authority and presence. Plus, it gives Google more pages of yours to index.
Insights through analytics
The Page Analytics tool provides data on page visitors, follower demographics, content engagement levels, and more. You get valuable insights to refine your LinkedIn strategy.
How to Promote Your Company Page
Here are some of the most effective tactics for promoting your LinkedIn Company Page:
Leverage your employees
The most powerful and free way to promote your page is through your employees. Encourage them to follow your page, share updates, and showcase their work experience on their profiles.
You can also add employees as LinkedIn admins to help manage the page, post on behalf of the brand, and engage with prospects. Having multiple employee admins expands your reach.
Cross-promote across channels
Promote your LinkedIn page on your website, emails, other social media channels, offline events,etc. Include social sharing links, LinkedIn follow buttons, and the LinkedIn logo in your marketing material.
You can even sync your blog RSS feed with your Company Page to automatically share new blog posts. Cross-channel promotion drives traffic and awareness.
Participate in LinkedIn Groups
Join relevant LinkedIn Groups in your industry and niche. Engage in thoughtful discussions and share your page updates and content with the group members. But avoid overt self-promotion.
You can also run sponsored content and ads targeted to specific Groups related to your audience and offerings.
Use targeted paid advertising
LinkedIn advertising offers a range of options including Sponsored Content, Sponsored InMail, Text Ads, Dynamic Ads, and more. Target your ads by location, company, job title, interests, and more.
For instance, you can target people who follow your competitors but not you, using that as an opportunity to get them to follow your page and convert them to customers.
Engage with your followers
Post regularly on your Company Page to provide value to your audience. Ask questions, run polls and contests to boost engagement.
Reply to any comments and messages promptly and assist followers who need help. You want to not just gain followers, but build relationships with them.
Partner with influencers
Reach out to LinkedIn thought leaders, industry experts, and influencers to see if they would be open to collaborating. You can guest post on each other’s pages, sponsor content on their page, or host a joint webinar.
This allows you to tap into their network and get exposure among their connections who may be interested in your brand. But ensure there is good alignment on brand values.
Monitor and analyze performance
Use LinkedIn’s Company Page Analytics to track metrics like page views, follower growth, audience demographics, post reach and engagement, website clicks, etc.
Review these regularly, and aim to achieve monthly goals. The insights will help you refine what content and promotion tactics work best.
Metric | Benchmark |
---|---|
Follower growth | 10-20% per month |
Page views | 100+ per week |
Engagement rate | 3-5% on posts |
Click-through rate | 5-10% on links/ads |
Dos and Don’ts
Here are some best practices to follow when promoting your Company Page:
DO:
- Keep your page updated with new content
- Respond to comments and messages
- Post multimedia content including images, videos, presentations
- Promote engagement with polls, contests, surveys
- Share company news, awards, events
- Showcase your brand personality and values
DON’T:
- Only post sales promotions and offers
- Automate all posts (have some human touch)
- Neglect the page for too long
- Engage in self-promotion on other people’s pages
- Buy fake followers or engagement
- Post too frequently (1-2 times a day is ideal)
Conclusion
Promoting your LinkedIn Company Page requires a strategic and multi-channel effort. Leverage a mix of organic promotion through employees, paid advertising, content creation, partnerships, and more.
Focus on providing value to your audience rather than aggressive self-promotion. Post regularly, monitor analytics, and optimize based on insights. With a thoughtful and sustained effort, you can build authority on LinkedIn and convert followers into customers.