Five Ways to Maximise Your Organisation’s LinkedIn Presence

This article provides five ways to maximise your organisation’s LinkedIn presence.  It will help those of you who manage the LinkedIn Company Page for your organisation.  

The LinkedIn Company Page helps you create brand awareness for your organisation and educate the LinkedIn community about your organisation’s culture and service offerings. In an increasingly competitive landscape, organisations that achieve greatest success on LinkedIn are those that understand the need for an interplay between thought leadership via LinkedIn profiles and company wide content from the organisation’s LinkedIn page.  In the race for securing great talent and better clients, the LinkedIn company page is an important part of your LinkedIn content marketing strategy.  Used strategically, it can be a vital communication and content marketing tool to attract, acquire and engage your potential clients and employees on LinkedIn.

5 Ways to Maximise Your Organisation’s LinkedIn Presence

Here are our 5 suggestions for LinkedIn Company Page Management to help you maximise your organisation’s LinkedIn presence

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:

1. Add the organisation’s logo and cover image as per LinkedIn’s image size specifications
2. Add business and tag line in title (as per picture above)
3. Add About Us section that is consistent with your organisation’s website copy
4. Add all relevant contact details
5. Add 10+ specialties as they relate to your organisation
6. Add a relevant lead gen form
7. Add a pinned post to direct new visitors to your email list or website
8. Make sure all current employees have the company page listed correctly
9. Add 3 community hashtags that relate to your company page content
10. Add your workplace policy
11. Add your workplace commitments
12. Add your organisation’s products (if this feature is available)

2. Develop a Content Strategy for your LinkedIn Page

Growing your followers takes time and will build faster if you develop a clear understanding of what followers can expect from your page and your content pillars.  Develop and document this understanding as part of your LinkedIn page strategy and include key stakeholders of your organisation.  This documented plan then becomes your criteria or guide for the type of content you share.  And remember to follow the content marketing best practice principles of the golden ratio, by 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 offers a variety of content types. Consider what is relevant for your organisation and what content you already create that can be repurposed for LinkedIn. For example, if you already create a regular email marketing newsletter, consider how you could repurpose this as a LinkedIn Newsletter via your LinkedIn Page.

3. Understand what Content Marketing looks like on LinkedIn vs Social Media Platforms

LinkedIn is not social media. It is a professional networking platform and the home for B2B and service based organisations. People spend time on LinkedIn to stay informed and be educated. For most professionals this means they are more interested in learning the latest industry trends and developing new professional skills than being entertained. 

As you develop your content marketing plan consider the following elements:

• Post consistently: LinkedIn recommends posting daily. This is not always realistic. Choose a minimum of 3 days a week to post and build 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. The best times to post on LinkedIn are provided in various sources including Sprout Social and Hubspot.
• Upgrade you branded visuals: Ensure you post images that meet LinkedIn’s size specifications. Read more here from LinkedIn help. LinkedIn recommends you always include an image or some type of rich media. Invest in professional photographer and a graphic designer for this purpose.  Native videos, produced well, can play a key role in telling your organisation’s story on LinkedIn. PDF documents and polls increase viewer’s dwell time on your content, and are also worth exploring.
• Optimise your post 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.

4. Review Your LinkedIn Company Page Analytics to Inform Your Approach

Your Company Page includes helpful analytics that show changes in the size and composition of your follower community, activity on your page, new followers, competitor’s performance on LinkedIn and new leads via your page’s lead gen form.  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, and monitor the referral traffic coming from LinkedIn in your website’s Google analytics.

Your Updates Analytics page displays monthly engagement metrics for all your posts collectively. Test and measure the page content to help guide the type of updates that are having an impact on your readers.

5. Invite Connections to Follow Your LinkedIn Company Page

Inviting your connections to follow your LinkedIn Company Page is a great way to increase your followers. At the time of writing this update, LinkedIn is allowing you to invite 100 connections per month to follow your LinkedIn company page. You must be an Admin of your LinkedIn Company Page to access this feature.