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The Ultimate Guide: How to Leverage your Individual and Business LinkedIn Account Pages

by LinkedIn Company Page, LinkedIn Profile

Are you taking a second look at LinkedIn? With the continued popularity of LinkedIn for professionals who lead or own consulting practices, especially those in the B2B space, I’m being increasingly asked how to leverage the individual (LinkedIn profile) and business (Company page) account pages for LinkedIn.

Today’s article explains what you need to consider in terms of your LinkedIn game plan, resources to help you achieve these goals and a summary of content types and features you can use on both your Profile and Company Page.

Considerations & Resources for Your LinkedIn Game Plan

Here’s what I recommend you need to consider in terms of your LinkedIn game plan. Scroll down to read more about LinkedIn content types and how to leverage them for your LinkedIn Profile and LinkedIn Company Page.

What do you want to me known for?  Who are you trying to influence when you’re on LinkedIn?

Have you curated your newsfeed to follow and engage with relevant content? How often do you post updates or LinkedIn articles?  How often do you check notifications and invites to connect? How often do you check your profile views or post / article stats?

When do you commit to spending time on LinkedIn?

Have you developed a Company Page plan?

LinkedIn Content Types and How to Leverage them for your LinkedIn Profile and LinkedIn Company Page

Slideshare

  • LinkedIn Profile: Yes
  • Company Page: Yes
  • Considerations:  You can set up your LinkedIn Slideshare account here.  The LinkedIn algorithm is likely to give preference to this content in people’s newsfeed.

Other company page or people’s updates

  • LinkedIn Profile: Yes
  • Company Page: Yes
  • Considerations: Copy the link on the right hand side of the update and share.  Contextualise with a comment and mention the individual or company to provide context for your readers. Here’s how to use the LinkedIn mention feature.

Photos or visuals

  • LinkedIn Profile: Yes
  • Company Page: Yes
  • Considerations: When posting photos from phone LinkedIn allows multiple photos. There are Alt Text and mention options also now available as well as stickers, etc.

Text only

  • LinkedIn Profile: Yes
  • Company Page: Yes
  • Considerations: Consider the role of questions, comments, reflections and (rants). Rants are off brand for many but may be part of your content strategy.  LinkedIn likes this content.

Articles from your website or other websites

  • LinkedIn Profile: Yes
  • Company Page: Yes
  • Considerations: LinkedIn dislikes sending people off their platform but it should not stop you from sharing articles from your website! Remove link before posting the update so the image is clickable.  Some people add the link in the comment.

LinkedIn Features and How to Leverage them for your LinkedIn Profile and LinkedIn Company Page

Hashtags

  • LinkedIn Profile: Yes
  • Company Page: Yes
  • Considerations:  Adding hashtags to your updates (at the end and after a few lines) is a useful way for Linkedin editors and people following certain hashtags to find your content.  I generally use 3-5 in hashtags relevant to the article / update and 1-2 for location.

Community Engagement

Notifications

  • LinkedIn Profile: Yes
  • Company Page: Yes
  • Considerations: Notifications for activity are not easily located for your company page and you currently need to manually view page (from phone or desktop/laptop) to see activity on the page

Advertising

  • LinkedIn Profile: No
  • Company Page: Yes
  • Considerations: Consider this when all else is in place. Sponsored updates can be very targeted (gender, role, location, organisation name, company size, etc) and include the option for people to follow the page. CPC is high but super targeted. There’s also website visitor re-targeting options. Expect to see the ad features provided by LinkedIn to continue to unfold over the next 12 months and beyond.
Karen Hollenbach

Karen Hollenbach

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!

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