LinkedIn is the world’s largest professional network with more than 546 million users in over 200 countries worldwide. Its impact on professional environments is continuously proving to be a positive one, from improving employee engagement to generating sales leads.
What is a LinkedIn Company Page?
A LinkedIn company page gives a business an opportunity to promote its products and services, recruit new talent, and share important, interesting and useful updates. A LinkedIn company page will help you to build your business or brand on the network, whereas a LinkedIn profile should be created to introduce your individual skills and experience.
What Are the Benefits?
As the popularity of the platform continues to rise, many businesses are being judged on their online presence, and people searching for your business on LinkedIn are no different.
If your business chooses to open a LinkedIn company page, you have full editorial rights to a variety of updates which could be beneficial to the perception of your brand. These include a platform to showcase your specialist services and promote news, as well as keeping an eye on how others are speaking about your company.
Public Relations Opportunities
Using LinkedIn company pages will present you with an opportunity to showcase updates that may have once relied upon traditional media amplification.
If a LinkedIn member chooses to follow your company page, it would suggest that they have an interest in your company and the industry sector you operate in. This therefore, gives you a platform to showcase news about new hires, events, successes, case studies and company milestones as an additional public relations technique.
Reaching Target Markets
With LinkedIn’s global community of professionals, access to a large reach of potential business leads is simple. Through a LinkedIn company page, you can seek potential prospects through networking, connecting, building business relationships and interacting at a high level without needing a face-to-face meeting.
When you share an update from your company page, you also have the option of either sharing it with all your followers or choosing a targeted selection of your audience to share it with. Simply select targeted audience from the drop-down list when creating an update. This will take you to a screen that will allow you to choose who to share the update with. Updates can be targeted in the following ways:
- Job function
- Company size
Google and other search engines rank LinkedIn company pages and posts highly in the results, which means that your company page will positively impact your SEO. Your company page has a high likelihood of appearing in Google search results. It is therefore essential to ensure that you optimise your company description and use relevant keywords within the copy as you would on your own website.
Showcase pages allow you to promote specific products or services to a specific audience or buyer persona. Companies like Adobe use showcase pages to promote their software offerings:
Clicking on the Adobe Creative Cloud page takes you to a showcase page that shares specific updates and content that is relevant to the target market for this product:
You can increase lead generation from your company page by using lead generation forms. Essentially, this involves paying to boost the visibility of your updates in conjunction with a call to action. Unlike many traditional forms, LinkedIn lead gen forms automatically populate a form that a user can submit with one click. This simplified mechanic has shown 3x higher conversion rates than other major ad platforms.
Company page analytics are much more powerful than the analytics data available on a personal profile. Page analytics provide you with much more in-depth detail on the reach and engagement of each of your updates. In addition, you can gather insight on how you compare to your competitors.
By monitoring the impact of the content you are sharing, you can learn what sort of content that works best, and alter your strategy accordingly. For more information, read our guide to understanding your company page analytics.
Top 10 Tips
- Run Alongside Your Own Personal Profile: It’s important to not forget that people do business with people. Your LinkedIn profile and the profile of your employees will form the voices that represent the brand and direct any potential followers to your page.
- Align With Your Overall Digital Strategy: Never neglect social media as a powerful marketing tool for your business. LinkedIn’s networking and targeting capabilities give your company’s page the platform to speak to certain individuals you may not ordinarily have access to.
- Create an Effective Page: If you don’t take the time to properly set up your company page, you will miss out on a whole range of features that are available to page owners. Always consider your LinkedIn page as a business opportunity – offer your audience engaging content and make the most of the showcase section where you can release high-level updates, job opportunities and more.
- Define Your Audience and Targets: Think carefully about what you want to achieve from LinkedIn – is it company engagement, recruitment or sales leads? Perhaps a combination of all three? It’s important that you keep your target and audience in sight, to ensure you are consistent and see a full return for your time.
- Encourage Employee Advocacy: If an employee selects your organisation from the list when they update their job details on their profile, they will be linked to your company page. This will boost your traffic to the company page and increase networking opportunities for those within your business. Where possible, encourage your employees to share company updates as a page advertising tool.
- Use Rich Media: The human brain processes images easier than text, so images which combine text and rich media (images, videos or presentations) are likely to increase your engagement.
- Sponsor Your Best Content: If you’re looking to break out into a particular sector, consider sponsoring an engaging piece of content to a targeted audience. You can use sponsored content for a number of goals, including attracting new followers, tracking leads and reaching a wider, targetted audience.
- Publish Engaging Content: Clicks, shares and comments are all signs that you have given the audience engaging content. Although it may be tempting to use the platform to sell, sell, sell, content that answers questions, addresses problems or informs will always perform better.
- Create LinkedIn Ad Campaigns: There are a number of advert options you can execute to get the most out of the platform. These include goals like brand awareness or even driving sales leads. Similar to setting up the page, it is important to define the goal of your advert and explore both self-service ads and managed campaigns.
- Analyse Analytics: Taking the time to analyse the data provided by LinkedIn analytics will mean that creating compelling content is easier. By monitoring the dashboard, you can make data-informed decisions that will lead to better results.
If you think you’d like to open your own LinkedIn company page but you’re unsure where to start, get in touch with us to see how we can help your business succeed online.