LinkedIn business pages allow companies to establish a presence, engage with customers, promote their brand, and attract talent on the platform. As a business owner or marketer, it’s important to understand how to get the most out of your LinkedIn business page and use it effectively. This article will provide a comprehensive guide on interacting and managing your LinkedIn business page.
Creating a LinkedIn Business Page
The first step is to create a LinkedIn business page for your company if you don’t already have one. Here’s how:
- Go to LinkedIn.com and login to your personal account.
- Click on “Work” at the top of your homepage.
- Click on “Create a Company Page.”
- Search for your company name and select it from the dropdown list if it appears. If not, you can add your company details manually.
- Choose a page category that best describes your business.
- Add your company logo, description, location, company size, and website URL.
- Agree to LinkedIn’s terms of service and click “Create Page.”
Once your page is live, add more details like products/services, showcase pages, LinkedIn ads, and job openings. You can also customize the URL and showcase visual media that represents your brand.
Inviting Followers
Populating your LinkedIn business page with followers is key to expanding your reach. Here are some tips:
- Share the page link with all employees and encourage them to follow it.
- Promote your page on your website, email signatures, and other marketing materials.
- Run targeted LinkedIn ads to gain more relevant followers.
- Cross-promote your page to your existing social media followers on platforms like Facebook and Twitter.
- Engage followers of competitor pages and invite them to follow you.
- Use LinkedIn’s “Suggest to Follow” tool to recommend your page to new followers.
Aim to build a follower base that includes your target customers, industry influencers, prospective employees, and relevant business partners.
Posting Regular Updates
Posting frequent, high-quality updates is vital for engaging your followers. Here are some tips:
- Share blog posts, articles, infographics, case studies, and other content.
- Post news and announcements related to your company.
- Share photos and videos that provide value and align with your brand image.
- Ask engaging questions to spark discussion and feedback.
- Comment on industry news and trends.
- Provide tips, advice, and insights related to your field.
- Be responsive by replying to comments and messages.
- Use hashtags related to your industry to extend reach.
Aim for at least 2-3 posts per week. Use LinkedIn’s analytics to see what types of content drive the most engagement.
Leveraging LinkedIn Ads
LinkedIn’s advertising platform allows you to target your followers as well as new audiences based on their demographics, interests, job titles, and more. Here are some LinkedIn ad best practices:
- Create different ad campaigns for your diverse business goals like brand awareness, lead generation, event promotion, etc.
- Tailor your ads for the LinkedIn feed vs. the right-hand column to get optimal visibility.
- Test different headlines, images, captions, and calls-to-action to see what resonates best.
- Target your ads by job title and industry for the most relevant reach.
- Measure results and optimize campaigns based on performance data.
- Use retargeting ads for your website visitors to drive conversions.
- Take advantage of LinkedIn’s ad creation and management tools.
With strategic ad campaigns, you can grow your LinkedIn presence exponentially.
Interacting via Messaging
LinkedIn messaging allows you to have one-on-one conversations to establish connections and communicate updates. Some tips:
- Respond to all follower messages and inquiries in a timely manner.
- Send individualized messages to new followers to start a dialogue.
- Follow up on interactions at events, webinars, etc. via messaging.
- Share personalized content recommendations based on the person’s interests.
- Provide exclusive offers and sneak peeks on new products.
- Ask for feedback and ideas through direct messaging.
Personalized communication strengthens relationships with your followers and sets you apart from competitors.
Engaging Via Comments
Commenting on posts from your followers, industry influencers, and target audience is a great way to increase engagement. Here are some best practices:
- Provide value by sharing insights and contributing to discussions.
- Comment on posts where you can offer expertise or assistance.
- Reply to comments on your own posts in a timely manner.
- Tag relevant connections to draw them into the conversation.
- Ask intriguing questions to spark debate.
- Share resources and articles to provide additional context.
- Keep a friendly, conversational tone.
Thoughtful commenting strengthens relationships, boosts credibility, and gives you a voice in broader industry dialogue.
Joining LinkedIn Groups
LinkedIn Groups related to your industry enable you to tap into like-minded professional communities. Here are some tips:
- Search for active groups focused on your field and join the conversations.
- Engage consistently by answering questions and providing insights.
- Share your own content and company news where relevant.
- Position yourself as an industry thought leader.
- Participate in group discussions and polls.
- Be helpful and build connections organically.
- Contribute new ideas and perspectives.
Active participation in the right LinkedIn Groups allows you to raise your profile while networking with potential customers.
Cross-Promoting Content
To maximize impact, share your LinkedIn business page content across other social platforms. Some ideas:
- Post your LinkedIn company updates on Twitter and Facebook.
- Embed LinkedIn videos and articles on your company blog and website.
- Share LinkedIn links in your email newsletter and marketing campaigns.
- Repurpose visual content on Instagram, Pinterest, and YouTube.
- Cross-link content across platforms using UTMs for tracking.
- Turn long-form posts into snippet videos for TikTok.
Cross-promoting your content expands reach across new audiences and drives traffic back to your LinkedIn page.
Using Showcase Pages
LinkedIn Showcase Pages allow you to highlight specific products, services, projects, events, and more. Tips for leveraging them effectively include:
- Create pages around your core offerings to go in-depth.
- Develop pages for major campaigns, conferences, initiatives, etc.
- Use eyecatching visuals and videos to showcase what you’re featuring.
- Incorporate employee stories and testimonials to humanize your brand.
- Include calls-to-action to drive conversions.
- Promote your Showcase Pages across other touchpoints.
- Monitor analytics to see which pages perform best.
Showcase Pages allow you to extend your LinkedIn presence in a more three-dimensional way.
Sponsored Content
In addition to organic content, you can pay to sponsor posts to reach a wider audience on LinkedIn. Best practices include:
- Identify your goal before sponsoring – brand awareness, leads, traffic, etc.
- Target your sponsored posts by geography, job role, industry, interests, etc.
- Experiment with different types of posts – articles, videos, images, etc.
- A/B test your headline and body text for optimal performance.
- Monitor open and click-through rates to refine your targeting.
- Consider sponsoring existing high-performing organic posts.
- Create standalone sponsored posts to promote time-sensitive campaigns.
Sponsored content allows you to amplify your most important messages with surgical precision.
Analyzing Page Analytics
LinkedIn’s analytics provide valuable data to assess your page performance. Make sure to:
- Monitor follower growth as well as follower demographic data.
- Track engagement for different post types and topics.
- Measure clicks, impressions, and engagement for Sponsored Content.
- Compare performance across Showcase Pages.
- See follower growth by source – organic, ads, etc.
- Check messaging response rates.
- Set KPIs and measure progress.
These insights enable you to finetune your LinkedIn strategy over time.
Interacting via LinkedIn Live
LinkedIn Live allows you to stream real-time video content to your followers. Best practices include:
- Promote your live broadcasts across other channels to drive viewership.
- Test different streaming times to identify when your audience is most engaged.
- Bring on special guests like employees, customers, or industry experts.
- Stream from events, behind-the-scenes tours, Q&As, and other interactive sessions.
- Use on-screen graphics and captions to make your broadcasts more dynamic.
- Repurpose your video content after you’re done streaming.
LinkedIn Live enables you to connect with your audience in an authentic, human way.
Interacting with LinkedIn Influencers
Reaching out to LinkedIn Influencers – prominent thought leaders in your space – can help amplify your brand. Tactics include:
- Identify Influencers talking about topics relevant to your company.
- Like and comment on their posts to start engaging.
- Share their content and tag them to help expand their reach.
- Send personalized connection requests with a note.
- Collaborate on co-branded content like guest articles.
- Ask to interview them or quote them in your own content.
- Partner with them on webinars, events, or other activations.
- Gift them your products or services.
Influencer partnerships lend credibility and allow you to tap into their extensive follower network.
Partnering with Employees
Your employees can be powerful amplifiers of your LinkedIn business page. Tactics include:
- Feature employee stories, videos, testimonials, and quotes.
- Have employees share page updates with their own networks.
- Reward employees for becoming followers, liking, commenting and sharing.
- Encourage employees to engage in discussions.
- Highlight employee milestones like work anniversaries.
- Showcase employee achievements and awards.
- Enable employees to publish thought leadership posts.
- Share insider perspectives from different departments.
Tapping into employees makes your page come alive with authenticity.
Optimizing your LinkedIn Page
To maximize the impact of your LinkedIn presence, focus on optimization best practices:
- Craft a succinct, compelling page headline and description.
- Showcase your products or services visually.
- Highlight meaningful company milestones and achievements.
- Ensure your website and other links are up-to-date.
- Spotlight team members, especially leadership.
- Publish recent news articles that mention your brand.
- Include rich media like videos and SlideShare presentations.
- Display recognizable logos of current customers and partners.
An optimized page serves as your digital storefront and helps drive brand awareness, engagement, and conversions.
Measuring LinkedIn Success
It’s important to implement metrics for tracking the success of your LinkedIn business page. Relevant KPIs include:
- Follower growth rate
- Engagement rate
- Click-through rate on links/ads
- Exposure from views, likes, and shares
- Website traffic referred from LinkedIn
- Leads generated
- Content reach and amplification
- Page search ranking
Continuously monitoring your KPIs provides insight on content performance, engagement levels, and follower quality so you can refine your approach.
Tools to Use
Here are some of the top tools to help manage your LinkedIn business page more effectively:
- Buffer – Allows you to schedule and publish your posts.
- BuzzSumo – Helps you find trending content and influencers for outreach.
- Canva – Enables you to create engaging, branded visual content.
- Hootsuite – Manages all your posts and interactions from one dashboard.
- Iconosquare – Provides analytics on your page performance.
- PromoRepublic – Automates regular posting and community management.
- Sprout Social – Allows you to monitor keywords and manage stakeholder relationships.
The right tools help streamline and optimize your LinkedIn efforts for maximum productivity.
Conclusion
Engaging with your LinkedIn business page is critical for expanding your reach, connecting with customers, establishing thought leadership, promoting your brand, generating leads, and hiring talent. By posting valuable content consistently, responding to interactions, leveraging advertising options, partnering with employees and influencers, and measuring results – you can unlock the platform’s full potential. Committing to these best practices will help take your company’s LinkedIn presence to the next level.