Article updated on January 17, 2019.
In an online social world where Facebook gets all the glory, many marketers aren’t paying enough attention to LinkedIn. Did you know that 61 million LinkedIn users are senior-level influencers, and 40 million are in decision-making positions? This sort of power player warrants more than just a passing consideration—it deserves its own special strategy. That is why we’ve compiled a handful of LinkedIn company page tips for beginners and beyond.
LinkedIn is a versatile professional social network with quite a few compelling benefits for companies, including:
- Increasing brand awareness
- Connecting with and acquiring new customers
- Promoting events
- Engaging with influencers in your industry
- Recruiting talent
There are a variety of ways you can make these benefits work for you.
Five LinkedIn Company Page Tips
1. Humanize your brand.
Brands often get on LinkedIn and take the “professional” angle of it too literally. This leads to a robotic, buttoned-up identity that doesn’t foster connections. It’s important to always remember that companies are made up of people, so don’t be afraid to showcase those individuals and tell their stories. Storytelling is how we, as humans, relate to each other and is an even more important component when we spend the majority of our time interacting through computer screens. Here are a few ideas for presenting this side of your brand:
- Talk about your company culture. What was a fun event or party you held? Do you sponsor health and fitness challenges? Is there a funny prank culture? (Calling all Jim Halperts!) Don’t forget to include pictures for full effect (and for more eyeballs in the newsfeed).
- Give a special mention to your employees. Not only does this demonstrate that a brand appreciates and recognizes its team members as individuals, but it can be an exciting form of acknowledgment for the spotlighted workers.
- Highlight your customers. How can you showcase the relationship-building part of business in a way that is genuine and not just a stuffy case study or a self-promotional plug? Customer highlights can be especially effective if you’re a B2B company who’s presenting a smaller brand you’ve worked with, and could be beneficial in helping it get some attention.
2. Be strategic. Keep conversions in mind.
Don’t just set it and forget it. Be strategic with your LinkedIn page.
Every audience is different, so you should do some tests by posting on LinkedIn on different days and at different times to see when you get the best response. Learning which types of content drive traffic and conversions will likely take some trial and error as well. Think of these guidelines as a starting point for your testing:
- Post at the right time. Our data shows that peak times for shares to LinkedIn and clicks on those links occur on Mondays between 2:00 and 4:00 p.m. ET.
- Refine your content strategy to appeal to your audience, but check out these great tips from the Content Marketing Institute for ideas on what performs well on LinkedIn.
- Be thorough, and use all the tools you have available to you. This means filling out all the fields about your company and including a banner image and logo. For ideas on how to get creative with copy and visual elements, check out your competitors’ company pages.
3. Don’t forget about measurement.
Measurement is always a key pillar to success on social media. How will you know what’s working if you don’t pay attention to the data?
The only way to know whether or not your LinkedIn company page is working for you is to analyze your metrics. In addition to your website analytics and social insights from AddThis, LinkedIn’s company page analytics offers information on reach, engagement, followers, and visitors. Measuring your analytics against your company goals to see what’s working and what isn’t will give you the tools you need to improve your LinkedIn strategy over time.
4. Keep tabs on the competition.
A little friendly competition never hurt anyone! Don’t be shy about checking out what your competitors are doing on social media. Are they getting more engagement than you are? If so, what are they doing that you could potentially emulate? (With your own spin, of course!)
Another great tip for upping the ante on your LinkedIn page and getting fresh ideas is to check out LinkedIn’s annual top company pages list.
5. Get your employees involved.
There’s a good chance that many of your employees are already on LinkedIn. Unlike other social networks, people expect their team members to contribute to conversations about the companies they work for, which can mean valuable marketing for your business. Here are some ways to harness the value of your employees on LinkedIn:
- For employees who are already on LinkedIn, make sure their profiles are linked to the company and their job information is up to date. Encourage employees who aren’t on LinkedIn to sign up for profiles. Ask employees to share company content on their own profiles, and tag your page and the original author of the piece. If employees are feeling a little gun shy, consider putting together a guide, or share helpful articles with them.
- Encourage employees to join and participate in groups relevant to your company and industry, and distribute your content to them.
- Create a process for having select employees publish long-form content on LinkedIn.
Maximize LinkedIn as a business-driving channel for your brand
If LinkedIn isn’t a core focus in your social media strategy, now might be the time to update your approach. With a highly engaged user base and fertile ground for posting business-related content, LinkedIn represents a powerful opportunity to not only flex your brand but build and develop connections with your customers and prospects. Use the above tips to get started, and then it’s up to you to get creative and start experimenting with other types of content and ideas.