LinkedIn’s Company Page is one of the best corporate profiles you can build on any social platform. Learning how to scale LinkedIn Company Page effectively can significantly enhance your business reach.
But how do you make the page work for you?
How do you leverage the page to build a brand and organic reach?
There are a few different schools of thought on the company page, the first is ‘it’s a validator for most business. A place to show they exist. , it’s a brand space to leverage and … it’s a waste of time.
Having helped people generate more than a billion organic content impressions on LinkedIn over the last few years. I think the company page can be a powerful tool for marketers if leveraged well.
In this article, we will look at how you can get more from your company page…. without spending on ads.
Content keeps your page alive
This is something many do not understand and wonder why their page with 15,000 followers is like a ghost town. Frequent content posting keeps your page alive. If you do not post frequently, your page will drop off the radar of most of your followers…
What posting frequency should you use? I teach people to use a content recycling method. Post one unique piece of content to the page each day and recycle 3 or 4 other posts on the page each day.
We do this and the result is we hold around 50,000 content impressions per month on our page as a result.
Of course, you need to have a bank of content, which may take some time to build up. For around 3 months we focused on writing 3 blogs per week to give us a back catalogue of content to recycle across all our social platforms.
Engagement and Dwell time is the secret
If you aren’t getting engagement and dwell time on your posts, it is a waste of time. Are you designing posts that are ‘broadcasts’ or promotional, this is a sure-fire way to kill your audience.
Many businesses will post on the company page and then ask their employees to like and share it on their own profiles. What many don’t realise is this has a very limited effect. The key is to get dwell time and engagement on the original post.
Dwell time? Yes! For LinkedIn to log a view, someone has to spend 3 seconds on the post. What we are seeing now is that LinkedIn rewards content that gets more dwell time.
One of the downsides of the way links work on the platform, is that if people click through, very rarely do they dwell on the post itself.
They don’t navigate back to engage on the post either. Someone engaging after reading a blog on your site will be few and far between.
So, you need to give a teaser of the blog as part of your posting.
Asking questions is proven to increase dwell time, likes and comments.
I did a post recently where I increased the dwell time, but the post achieved zero engagement. This post performed well. I got 17,000 views on the post.
So why didn’t I get the engagement?
The post itself was interesting, but nobody wanted to add to their opinion. A bit like seeing an ad for erectile dysfunction… if you are a man of a certain age you might be interested, but you’re not going to like and comment.
Without dwell time… you are nothing, lol.
Ask questions, seek opinions, create a conversation…
If it doesn’t result in huge engagement, you will see an uplift on the views simply because you got people to stay longer on the posts.
Don’t just share the link.
Getting more traffic to the page
The biggest source of traffic for your company page will come from personal profiles. An active personal profile could bring you 5–10 page views per day. That doesn’t sound much right? Amplify that by 10–15 people. Getting your team active on the platform will not only increase your brand reach but will also amplify the company page.
We did a survey in 2021 to track this down…. 31% of people check out the content, featured sections and company pages of people they interact with on the platform. Get your team active and your page will get more traffic. It is simple.
If your team posted once per week, that would increase your company page following and views. Now, if they posted every day…. we are talking a whole other ball game of reach.
If your team pin a link to a piece of content on the company page or the company page itself as part of their featured section…. every employee will be driving traffic to your Company Page.
Getting more Organic Followers
Getting more followers is easy, run a follower campaign…. spend £50 per day and your followers will grow. Except there is one small problem. What is the point in growing followers if they don’t see your content?
I recently stumbled across a page with more than one million followers. Their engagement was 18 likes on the most recent post… with the majority being from their own employees.
Huge follower, zero interest.
This is where you need to think smarter about your content, not the volume piece we discussed earlier. You have to create content that adds value, without a data capture form. PDF’s and How-to style content is quick and easy to produce and can add huge amounts of value to your audience.
Even a regular LinkedIn poll can shake things up and bring some life to the page. Sometimes we miss the obvious. Sharing heavy-duty stuff or promotional content all the time can be a bit boring. Lighten the mood. Show a bit of personality. Celebrate the team and share industry-relevant content which could spark some opinions.
When it comes to growing the following — frequent posting and variety in the content and adding more instant value will be your biggest win.
It’s critical you don’t push people to your website with every post… try to give some value on-page. Share PDF’s, Polls, Videos, Images…. create content on-platform, don’t just use your page as a distribution channel.
Getting more reach on the platform
I shared before why sharing content from the company page isn’t the best option. I think there is a better option which will get way more reach. It’s the recommend content feature. See below.
The recommended content feature is a place on the page to suggest content for your team to use. You can pre-write content that your team add to and post on their own profile.
First off, you can build the post with the core information and a Company Page tag. The team can add extra post copy to make it personal to them.
Implementing this will be far more effective than simply asking people to share. It can make the difference between 500 views and 2500 views on one piece of content. To add to this, the tag on the post will bring a good percentage of the viewers across to check out the page.
You can write the majority of the post and just encourage the team to add their own twist to the copy.
Important Note: Don’t add any post copy you don’t want to be shared. E.g Don’t put guidance or tips for the team into the post copy. Don’t assume they will delete it.
There is always one person who will post it verbatim and leave your notes in.
LinkedIn Events
Many marketers miss the boat with this massive opportunity. Sure, the LinkedIn event feature is a little clunky. It can’t integrate with a CRM but… it is one of the best data capture event tools that exist on social platforms. LinkedIn events using the registration form and leveraging personal profile invites is incredible.
You can do regular events to talk about industry news and give insights. you can build a more engaged audience on your page. Since we started doing this our engagement and followers have more than doubled.
The key is creating topics that are current and relevant to your target audience. If you want to use them to sell, then they should also be linked to your solutions for your market.
You don’t need Ads if you’ve got profiles.
I did an experiment. I took 20 employee profiles and posted optimised content on those profiles daily for 3 months. They generated more content impressions and more lead magnet downloads than £20k of ad spend. Ads are the easy option, but it is expensive…and despite what you may think, ads don’t scale.
The problem with paid ads is the inconsistent results from month to month. Ad rules change and competition changes. When it does you end up struggling to make the amazing campaign keep working over a sustained period. The other issue is…. as soon as you turn them off, the traffic and leads stop.
That’s why I’m a fan of organic. Is it a bit harder, well, in the short term, yes. Is it more scalable and sustainable in the long term? Absolutely. Building your organic content muscles as a business will serve you well. It will build a following that engages with you, whereas in ads, you are buying attention.
