Utilising Your LinkedIn Company Page
By now you should already be aware of the power LinkedIn can hold for many companies. It’s popularity is still growing and it provides a vital way for businesses to network while in person events remain impossible.
However, usually we discuss the importance of creating a personal presence on LinkedIn. Using your own profile as an asset for your company. But that doesn’t mean you should forget about your company page.
Why you should use a company page
According to LinkedIn’s own statistics, 80% of B2B social media leads come from LinkedIn. If you’re missing out on a piece of this action, you could be digging a grave for your company.
If you’ve read any of our other articles about LinkedIn, you already know how important it is that you are using your personal account to network and share information with your connections. However, a company page can help too.
Your company page works almost like a secondary company website. Here you can easily display information about your company and your services so your connections and potential customers can find it easily, without leaving LinkedIn.
The company page works as a flexible and functional marketing tool. It allows you to grow your network, showcase your services, advertise job opportunities, and find new business opportunities.
Despite this, so many companies seem to neglect their company LinkedIn page. An inactive or incomplete page can deter potential customers instead of driving new sales. So how do you make the most of your company page?
Make sure you’ve got the right information
As with any profile, the first step should be making sure it is filled with the right information. You don’t want a potential customer finding your company page and being turned off by the lack of information or activity.
Your “About” section should give anyone visiting your page a in depth overview of who your company is and what they do. Think about the keywords that describe your company and the services it provides. Make sure these are included.
Here you should also contain information about your company’s vision, values and tagline. This helps your audience understand what your company stands for, allowing them to make an educated decision on whether they should buy from you.
Ensure that there is continuity between your website and your LinkedIn company profile page. You don’t want to be offering one service in one place and a slightly different one in another as this can confuse your customers.
Additionally, be sure to fill in every section fully. This includes adding a high quality header and profile picture that is relevant to your company. LinkedIn says that profiles with complete information get up to 30% more views, so it’s worth it.
In the previous section we mentioned the importance of filling out every section of your company profile. While this is important, it’s even more important to fill them with the right information for SEO.
SEO stands for search engine optimisation. Profiles that are optimised using things like keywords and phrases often perform better on search engines and can be found easier on LinkedIn. This can help increase your views and audience.
An important step to think about here is what keywords are really relevant to your service and your industry. You’ll need to consider what types of terms your audience would be searching for if they were interested in your product or service.
Link it all together
A great LinkedIn company page can only get you so far on its own. Instead, it is vital that you link additional information to the page. This can include your company’s website, contact details and even your employees personal pages.
By adding your employees to the company page it will help potential customers connect and communicate with the teams they might want to work with and make the company more personable.
It can also be beneficial to get your employees to tag the company page in their posts and vice versa. This means that each post can be shared in a larger network, increasing its visibility and getting your message in front of more potential customers.
In addition, to increase traffic to your company page you can include a link in areas such as posts on other social media sites, in your email signatures, and on your own website. This will give your customers another avenue to find information.
Create some content
Often company pages are used to post-sales information and little else. However, they can be a great place to share employee posts, industry information, and updates about the company.
Create content that is varied, relevant and interesting. You want to offer your audience value in every piece you post. Think about whether it is engaging, and whether you would comment or like it if you saw it in your feed.
LinkedIn regularly changes its algorithm meaning that different types of content can do better than others. Be sure to check your analytics and take note of what works and what doesn’t, then make changes to the next thing you post.
You should also be making use of hashtags and the tagging feature on LinkedIn. If you use hashtags that are relevant to your ideal customer, they are more likely to see the post. Plus, if you tag partnered companies, then your reach will increase.
As with anything on LinkedIn, the results will take time to appear. If you’re starting a company page from scratch it may take a while for the followers to start rolling in. However, if you’re active and consistent, they will come.
LinkedIn has truly become an important resource for companies. It helps you network, build relationships, and start conversations that can ultimately become sales. It all takes time and effort, but it will be worth it.
If you’re looking for any further advice on how to make the most of your LinkedIn accounts you can check out our other articles or get in touch to find out more about our training options.
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