Having a strong presence on LinkedIn is crucial for any business looking to build its brand, attract top talent, and drive sales. With over 740 million members worldwide, LinkedIn is the world’s largest professional network and an invaluable platform for companies. One of the best ways to establish your business on LinkedIn is through creating and optimizing a LinkedIn Company Page. Here are some tips to help you get the most out of your LinkedIn Company Page:
Complete your Company Page profile
The first step is to fully complete your Company Page profile. This includes adding an eye-catching cover image, logo, description of your company, locations, company size, website URL, and any other relevant details about your business. Make sure to use optimized keywords in your company name, description, and other fields on your page. This helps ensure your company surfaces in LinkedIn searches so prospective customers, partners, and employees can find you.
Showcase your products and services
Use the Products and Services tabs on your Company Page to highlight what your business offers. Share images, videos, brochures, case studies, and other content to educate visitors about your offerings. Providing this visual content makes your page more engaging. It also helps your products and services appear in relevant search results on LinkedIn. You can also add Showcase Pages that provide in-depth information on specific products, services, or initiatives.
Build your follower base
Growing your number of followers should be a priority. This increases visibility for your brand and content. Some ways to get more followers include linking to your Company Page from your website and email signatures, sharing updates across your social channels, running sponsored content campaigns, and leveraging employee networks by connecting staff profiles to your page. You should also engage followers by responding to comments and messages.
Share regular updates
Post useful company updates and industry insights regularly to nurture relationships with your connections. This keeps your brand top of mind. Mix up link shares, images, infographics, videos, live streams, and other formats to provide variety. Make sure to use relevant hashtags so your content is discoverable. Interact with your followers by liking and commenting on their posts too.
Promote employees
Leverage your Company Page to highlight your all-star team members. For example, you can praise top performers in status updates or create Employee Spotlights. This puts a human face on your brand. It also helps employees build their personal brands and grow their networks. Your workers can like, share, and comment on corporate posts to further increase engagement.
Advertise open positions
Your Company Page lets you promote job openings to LinkedIn’s massive talent pool. The built-in Career Pages feature lets you showcase open positions in different locations, departments, and work levels. Job seekers can subscribe to receive alerts when you post new openings. Share job posts natively from your Career Pages, or embed job links within regular Company Page status updates to maximize visibility.
Publish helpful content
Establish your company as an authoritative source by publishing regular long-form posts, articles, videos, presentations, and other content. This content marketing fuels organic growth by showcasing your expertise. It also helps improve your LinkedIn Page rank and SEO. Mix educational thought leadership content with entertaining or inspirational media. Promote your best posts through social channels, email, and pay to amplify high-performing content.
Run sponsored content campaigns
For additional exposure, invest in Sponsored Content and Text Ads. These native ads allow you to target the LinkedIn audience segments most relevant to your business with page posts, articles, videos, messages, and more. Content that organically performs well typically sees the highest sponsored engagement too. Start slow and gradually increase your daily ad spend to control costs.
Use analytics
Review your LinkedIn Page Analytics regularly to see which types of posts, topics, and formats resonate most with your audience. Identify peak engagement times to inform an optimal posting strategy. You can also install LinkedIn’s Insight Tag on your website to track content shares, conversions, and other metrics tied to your page. Use these insights to refine your approach for better results.
Partner with influential profiles
Collaborate with LinkedIn thought leaders and publishers relevant to your industry like individuals, companies, Showcase Pages, Groups, and more. Guest post on their pages or partner on co-branded content. This exposes your brand to new audiences already engaged with your partners. But avoid overt self-promotion that could damage your reputation when collaborating.
Join relevant LinkedIn Groups
By joining Groups related to your industry, products, location, and other topics, you can tap into like-minded communities ripe with prospects, partners, and hires. Groups allow you to crowdsource insights, promote your content, identify influencers, and establish your brand as a thought leader. Provide value by answering member questions and posting engaging discussions.
Use LinkedIn tools and apps
Take advantage of LinkedIn tools like Polls, Lead Gen Forms, Events, and Live Video. These interactive features help you generate leads, host webinars, and collect data directly within LinkedIn. You can also install various apps to enhance your Company Page. Apps allow you to display employee spotlights, company culture content, recent tweets, job listings, visitor analytics, and more.
Go mobile
Optimize your Company Page for mobile. This ensures it looks great and provides a seamless experience on smartphones and tablets. Mobile usage continues to rise on LinkedIn, so a mobile-friendly page is essential. Use responsive design, limit text, and create thumb-stopping visual content tailored to small screens. Also promote your page and publish updates directly through LinkedIn’s mobile app.
Connect Locations
If your company has multiple offices, stores, or satellite locations, make sure to connect and optimize all of them through your Company Page. This helps local customers find and engage with your closest outposts. Customers can also message locations directly via LinkedIn to inquire about address, hours, and contact info.
Get recommendations
Recommendations on LinkedIn operate similar to reviews on other sites. Request positive written recommendations from business partners, customers, and colleagues. This social proof builds credibility. It also surfaces your brand in the recommendation activity displayed on connections’ profiles. Send recommendation requests through LinkedIn messages to improve response rates.
Monitor messages
Regularly check notifications and respond to any messages received through your LinkedIn Company Page. Prompt replies show customers and prospects you value them. Messages also provide direct insights into how your audience engages with your brand. Build relationships through great messaging experiences.
Cross-promote content
Repurpose your top-performing LinkedIn updates, articles, and videos across other channels like Facebook, Twitter, and YouTube. This amplifies reach and engagement. Ensure you customize descriptions and messaging for each platform’s audience while maintaining brand consistency.
Collaborate with Sales Navigator
LinkedIn Sales Navigator makes it easy for sales teams to identify, connect with, and close prospects through LinkedIn. Enable staff to access your Company Page analytics to inform content calendars and engagement strategies. Sales reps can also share company updates directly from Navigator to expand reach.
Conclusion
Optimizing your LinkedIn Company Page drives real business results like boosting brand authority, decreasing cost per hire, and increasing sales. But it requires an ongoing investment of time, resources, and strategy. Use the tips outlined above to maximize your LinkedIn presence. Consistently publish high-value content, engage your followers, advertise roles, utilize tools and apps, analyze performance, and collaborate with partners. With the right approach, your Company Page can become a powerful platform for achieving your organizational goals.