Today’s article is for those of you who manage the LinkedIn Company Page for your organisation or on behalf of your clients. You’re either a digital communications specialist or the person who manages social media for the organisation. LinkedIn Company Page management is one of my favourite topics as it’s a feature of LinkedIn that provides your organisation with opportunities to create brand awareness and educate the LinkedIn community about your organisation’s culture and service offerings. While there is lots of focus on LinkedIn Profile optimisation and best practice, for the SME or larger organisation, the LinkedIn Company Page should not be overlooked as a vital communication and content marketing tool to attract, acquire and engage your potential clients and employees on LinkedIn.
Here are our 4 best practice tips for LinkedIn Company Page Management to help you maximise this LinkedIn feature for your organisation or clients.
1. Optimise Your LinkedIn Company Page
LinkedIn encourages you to optimise your LinkedIn Company Page for search as it is SEO-friendly. Google previews up to 156 characters of your page text, so be sure that your description leads with powerful, keyword-rich copy. On LinkedIn, members can search for companies by keyword, so include words and phrases that describe your business, expertise, and industry focus.
The key LinkedIn Company Page features to consider and include are:
- Add the organisation’s logo and cover image as per LinkedIn’s image size specifications
- Add business and tag line in title (as per picture above)
- Add About Us section that is consistent with your organisation’s website copy
- Add all relevant contact details
- Add 10+ specialties as they relate to your organisation
- Add a pinned post to direct new visitors to your email list or website (see Think Bespoke as an example)
- Make sure all current employees have the company page listed correctly
2. Share Engaging Content
Growing your followers takes time and will build faster if you develop a one line promise to inform potential followers what they can expect from following your page. Consider what topics and news you will curate for your followers.
Here’s Think Bespoke’s promise:
For LinkedIn news and insights to assist your professional journey, please follow Think Bespoke’s LinkedIn Company Page.
Develop this promise with the key stakeholders of your organisation and use it as your criteria or guide for the type of content you share. And remember to follow the content marketing best practice principles of providing a mix of owned, curated and promoted content.
Deciding what to post from your LinkedIn Company page will be determined by your commercial goals and content marketing plan. It may also be influenced by the resources and knowledge within your business to manage this. We recommend you post at least 3 times a week and focus on value adding content for your LinkedIn community.
LinkedIn Company Page Content Considerations
As you develop your content consider the following content marketing elements:
- Post consistently: LinkedIn recommends posting daily. This is not always realistic, so I recommend choosing a minimum of 3 days a week to post and building up from this. Keep an eye on your analytics and separately record the time of day you are posting to gauge what works. Consistent posting encourages engagement and fosters familiarity. For the best times to post on LinkedIn please read this article.
- Upgrade your visuals: Ensure you post images that meet LinkedIn’s size specifications. At the time of writing this was 1200 x 628 px. LinkedIn recommends you always include an image or some type of rich media. “Images generally result in a 98% higher comment rate. Links to YouTube videos play directly in the LinkedIn feed and usually result in a 75% higher share rate. Native videos (up to 10 minutes in length) are given preference by LinkedIn’s algorithms in your follower’s news feeds (at the time of writing this article).
- Optimise your headlines and introductions: Speak clearly to your readers to catch their attention. LinkedIn recommends concise intros and ‘snappy’ headlines for higher engagement. I encourage you to speak directly to the ideal client / LinkedIn member you are trying to influence and contextualise the content and related call to action (e.g. a link) for them as they scroll through their LinkedIn newsfeed.
- Add value to the reader: By being helpful and friendly your readers will get a stronger sense of your brand and how you can add value to them. Limit overly promotional messages to approximately 10-20% of your posts and stay focused on providing value adding owned and curated content to your followers.
3. Analyse Your LinkedIn Company Page Analytics to Inform Your Content Approach
Your Company Page includes helpful analytics that show changes in the size and composition of your follower community, as well as activity on your page. You may like to set targets for acquiring followers who match your ideal customer profile and post updates designed to attract them. You can track followers by location, job function, seniority, industry and company size. You can no longer see your specific company page followers.
Depending on your content goals, you may also like to set engagement targets. I also encourage you to create conversion goals in your google analytics and measure the referral traffic coming from LinkedIn.
Your Analytics page displays monthly engagement metrics for all your posts collectively. Test and measure your content to help guide the type of updates that are having an impact on your readers. Below is an example of Think Bespoke’s company page analytics which we review regularly to guide us on the type of content our followers are engaging with.
4. Sponsor your Content to a Targeted Audience
Sponsoring your content is a paid advertising feature to promote your LinkedIn Company Page posts to LinkedIn members who do not currently follow your LinkedIn Company Page.
The Sponsored Content LinkedIn Advertising option is my favourite form of LinkedIn advertising as it allows our clients to provide value adding content from their LinkedIn Company Page to a very targeted audience on LinkedIn. It is only effective if you meet our best practice criteria for sponsoring content, and this relies on a well thought out landing page, opt in offer, strong visuals and clear client targeting to be effective.
Here’s how Sponsored Content works, according to LinkedIn’s handy branding guide mentioned earlier:
- Sponsored Content delivers your brand’s content in the LinkedIn newsfeed, which is exactly where LinkedIn members look to stay informed on topics that matter most to them as professionals, including through genuinely helpful content from brands.
- Your content will appear as an update in the feed of your target audience, on smartphone, tablet and desktop.
- You can publish directly in the LinkedIn newsfeed, tailoring content to different audiences, testing variations and leveraging your brand assets as part of an always on campaign.
A proven Sponsored Content strategy is to use your budget to back Company Page updates that are already driving strong organic engagement amongst your followers.
- Extending the reach of this proven content to new audiences will dramatically increase its impact on brand awareness.
As one of Asia Pacific’s Top 10 LinkedIn Experts I share fortnightly news with my global email community and run monthly online Lunch and Learns to teach professionals how to unlock LinkedIn. Sign up to my newsletter to help you learn LinkedIn – the right way!