LinkedIn is one of the most popular professional social media platforms, with over 700 million users worldwide. As a powerful tool for networking, lead generation, and building your online brand, learning how to optimize your LinkedIn presence is crucial.
One important but often overlooked aspect of LinkedIn is utilizing LinkedIn Pages. LinkedIn Pages allow businesses, brands, organizations, influencers, publishers and more to establish an official presence on LinkedIn to engage with their target audience.
In this comprehensive guide, we’ll cover everything you need to know about posting content on LinkedIn Pages to maximize reach and engagement.
Why Post on a LinkedIn Page?
There are several key reasons why regularly posting on a LinkedIn Page is important:
- Build brand awareness and establish thought leadership
- Engage your target audience with relevant content
- Increase website traffic by sharing links
- Promote products, services, events, and news
- Improve SEO and search visibility
- Generate leads and convert followers
Unlike personal profiles, LinkedIn Pages have unlimited posting capabilities. This allows you to implement a consistent and effective content strategy.
Posting valuable and engaging updates will grow your Page’s follower count. This gives your brand access to a larger audience on each post.
With algorithmic feeds, organic reach is limited. But posting frequently improves visibility. This is especially important for reaching followers who aren’t checking LinkedIn daily.
Best Practices for Posting
To maximize the impact of your LinkedIn Page posts, keep these best practices in mind:
Post Consistently
Posting frequently will keep your Page active and engaging. But consistency is key. Sporadic posting won’t help build meaningful connections with your audience.
Aim to post daily or weekly depending on your resources. Schedule posts in advance to maintain regular activity.
Vary Content Types
Posting different types of content will appeal to more followers and keep your Page dynamic. Mix up these options:
- Industry articles and thought leadership
- Infographics
- Photos
- Videos
- Quotes
- Polls and questions
- Campaigns and contests
- Company news and announcements
- Event promotions
- Employee highlights
- Industry trends
- Relevant curated content
Optimize Post Content
Follow these tips when drafting Page posts:
- Use clear, engaging copy that promotes discussion
- Incorporate relevant keywords for discovery
- Add captions to explain visual content
- Use calls-to-action to direct visitors
- Link to landing pages to generate conversions
- Use hashtags and tag relevant companies or accounts
Analyze Performance
Review LinkedIn Page analytics regularly to identify well-performing content types and topics. This allows you to refine your strategy for maximum engagement and reach.
Key metrics to analyze include: post clicks, reactions, comments, shares,followers acquired, and link clicks.
Types of Content to Post
Now let’s explore some of the best types of content to share on your LinkedIn Page.
Relevant Industry Articles & News
Sharing insightful articles and news related to your industry provides value for your target audience. This establishes your Page as a trusted destination to learn and stay updated.
Write and share original long-form posts for the best results. Also share articles from industry websites, resources and publications.
Thought Leadership Content
Position your brand as an industry leader by posting thought leadership content. Share tips, perspectives, lessons learned, and best practices.
This content can come directly from company leaders or influencers. Expert guest posts also work well.
Behind-the-Scenes Content
Give followers an inside look at your brand with behind-the-scenes images and videos. These posts foster engagement by showing company culture.
Posts can showcase: office spaces, events, employees, company values, community involvement and more.
Infographics
Infographics simplify complex information into an easy-to-digest visual format. They work well on LinkedIn to draw interest and shares.
Infographics should provide value for your audience – such as industry research, tips, product capabilities, etc.
Videos
Videos are engaging and memorable. Video posts also stand out in the LinkedIn feed. Short videos work best to maximize views.
Types of videos to share include: demos, testimonials, behind-the-scenes, explainer videos, thought leadership interviews, event recordings and more.
Content Type | Examples | Benefits |
---|---|---|
Industry articles | Latest news, trends, analysis | Position as industry resource |
Thought leadership | Tips, insights, best practices | Build brand authority |
Behind-the-scenes | Office photos, employee spotlights, events | Show company culture and personality |
Infographics | Research data, visual guides | Present complex info simply |
Videos | Demos, testimonials, interviews | Engaging and memorable format |
Polls & Discussions
Polls and discussion prompts encourage high engagement on LinkedIn. Ask interesting questions or ask for opinions related to your industry.
Monitor responses and engage with commenters. This creates a dialogue with your audience.
Campaigns & Contests
Campaigns and contests boost awareness while incentivizing participation and shares. Offer giveaways, discounts or other rewards for contest entries.
Promote the campaign in your posts and link to a landing page with entry details. Announce the winner when it concludes.
Product or Service Launches
Share news of product launches, feature releases, service expansions, new partnerships or other company announcements. This engages existing followers while reaching new audiences.
Provide details, visuals, demos and calls to action to maximize interest.
Event Promotions
Promote upcoming events such as webinars, conferences, workshops and open houses. Share key event details, speaker spotlights, registration info and scheduling reminders.
During live events, post real-time updates, photos and quotes to boost online engagement.
Rich Media
Rich media posts stand out in the LinkedIn feed. They include formats like:
- Video
- Carousels – Swipe through multiple images/graphics
- Polls
- Lead Gen Forms – Get contact info from post clicks
These interactive posts can boost engagement when used strategically. But avoid flooding followers’ feeds.
Employee Highlights
Recognize achievements, milestones, awards and contributions of individual employees or teams. This puts a face to your brand and recognizes valued team members.
Include relevant accomplishments, photos, videos, quotes and employee LinkedIn profiles.
Curated Content
Curating and sharing relevant third-party content is a smart strategy. It increases post variety while positioning your brand as an industry hub.
Credit all curated posts. Add your perspective or commentary when sharing to relate it to your audience.
Optimizing Your LinkedIn Page
Beyond creating engaging content, follow these optimization tips:
Complete Page Setup
Fully optimize your Page with a logo, banner image, company information and contact details. This establishes credibility.
Expand Reach with Hashtags & Mentions
Strategically include hashtags and mentions of other companies or influencers to expand visibility and interest.
Follow an Editorial Calendar
Plan and organize upcoming content on an editorial calendar to maintain a consistent schedule.
Promote Your Page
Link to your Page frequently across marketing channels. Share updates on your website and other social profiles.
Email subscribers encouraging them to follow your Page for curated content.
Analyze Performance
Check LinkedIn Page analytics regularly. Identify top-performing posts, engagement rates, audience growth and sources of visitors.
Use these insights to refine your strategy and content.
Engage Followers
Respond to comments, likes and shares on your posts. Also share user-generated content featuring your brand.
This level of engagement builds community and loyalty with your audience.
Conclusion
Posting engaging, valuable and consistent content on a LinkedIn Page is crucial for brands and businesses to maximize their reach and effectively connect with LinkedIn users.
Sharing a variety of relevant updates, including articles, videos, images and discussions, will provide followers with an incentive to stay engaged.
Optimizing both your content and overall Page presence gives your brand the advantage on LinkedIn. The tips outlined in this guide will help you attract more followers, increase website traffic, boost thought leadership and ultimately drive more leads and sales.