Not only has LinkedIn evolved its platform over the years to provide a more impactful experience for it’s users, but Linkedin has equally given more opportunities to B2B companies to build up their presence and influence. There’s a lot that goes into making sure that your LinkedIn company page is fit to succeed, so we’ve laid out 4 simple tactics that you can start implementing right now to take advantage of all that the platform has to offer.
1. Optimize for Search and Reach
Craft a Company Description
Employ techniques to optimize your company page to ensure it works hard for you in search. Begin with a detailed company description aimed specifically at attracting followers. Craft an elevator pitch synopsis that includes your primary key terms to comply with best SEO practices and use compelling language that highlights the benefits of your product or service to the user.
Take Advantage of Showcase and Career Pages
Showcase pages allow you to promote particular products or reach a specific customer persona, using a niche page that branches off of your business page. This enables you to target your market segments more narrowly, without the interference of “noise” from unrelated offerings. Showcase pages have space for a larger hero image, with the combination of a two-column, newspaper-like layout for the content you post, and are centralized around and link back to your company page. You’ll be able to advertise by purchasing sponsored updates on a showcase page, giving you the opportunity to reach a hyper-targeted audience. LinkedIn users can even choose to follow individual showcase pages without being required to follow the company page, ensuring that they are seeing specialized content that appeals to their interests.
LinkedIn Showcase Page Example
If your company uses LinkedIn to attract top talent, you’ll want to look into the Career Pages option, too. Like showcase pages, these are also structured as offshoots from the business page and enable you to tell a real, authentic story about your company culture, as well as showcase the careers that are available. Besides improving the overall discoverability of open positions, it's an effective way to demonstrate how your company operates as a whole. Unlike showase pages, career pages allow you to feature video clips- in turn giving prospective candidates detailed insight into what's it like to work at that company.
LinkedIn Careers Page Example
Feature Groups on Your Company Page
To further increase reach and brand recognition, Company page administrators can join LinkedIn Groups and feature them on their company page. If a prospect or job candidate sees that your company is affiliated with a particular organization and it is listed as a featured group on your page, it’s entirely possible that it could bump up your credibility. There are a variety of different groups that could be listed on your page. For example:
- Specialty service offerings or product groups
- Industry groups
- Influencer groups
- Community involvement, such as membership or volunteer groups
2. Share Engaging Content Effectively
LinkedIn operates much like Facebook and other platforms in that it provides the chance to share information. Whether it’s your own content such as blog posts, articles and press releases, or industry content that’s useful to your followers without being overly salesy, sharing the right material can help to boost your visibility and attract followers.
On your business page, you can post various types of media including video (shared from YouTube), images, and written content. LinkedIn even allows you to publish a different image from the image thumbnail that automatically accompanies the post. This allows you to add a personal touch in the form of an upgraded visual, along with your unique commentary about the post. Depending on your industry, there’s no magic number of how often you should be posting. Ideally these post updates should be consistent and brief with an emphasis on encouraging engagement and discussion.
Increase engagement and audience size by tagging other companies or individuals using the @name function, which sends a notification to them and increases their chances of visiting the page, interacting with the post and sharing it on their own profiles - ultimately increasing your chances of reaching potential customers.
3. Analyze and Adjust your Content Strategy
Company pages offer some fairly robust analytics, which enable you to measure the effectiveness of your posts and set benchmarks for engagement. By conducting regular reports, you’ll be able to review your current performance against your previous results to determine whether you’re on an upward or downward curve. Every industry is different, so it’s best to measure, modify, and repeat to really find what content performs best for your business.
LinkedIn analytics is particularly favorable and incredibly useful for B2B companies. In the Updates view (company/analytics/updates), it gives period-specific data on the number of impressions, clicks, social actions and followers acquired for every update you’ve posted. You’ll also be able to track useful audience demographics, such as the types of people who view your page (seniority level, the industry they work in, company size, and their job function). This information, to marketers, can be a clear sign as to whether content is reaching and resonating with the right audience.
4. Pay to Spread the News Further
Is LinkedIn advertising just another money-making gimmick, or does it have a viable future for B2B companies? Surprisingly, LinkedIn ads might carry more clout than either Facebook or Google AdWords. This is mainly because of its’ unique targeting capabilities, as you hold the power to segment audiences by job title, function, level of seniority, company size and geo-location. You even have the option to upload your own list of companies or email addresses and target your campaigns that way as well. For many B2B companies, this is a big deal in ensuring that the right people in the right seats are seeing your ads. Statistics from Buffer show organic updates on LinkedIn typically reach 20 percent of your company’s followers, but if you’re looking for a more targeted approach, paid options could be a viable solution.
So how do LinkedIn ads work? The platform offers sponsored updates (as well as in-mail and text ads), which allow you to send responders to your company website. Sponsored Content is native advertising that displays in the LinkedIn news feeds of the target audience you specify. You can use an existing update from either your company page or your showcase page, or you have the option to create a new post specifically for that ad campaign.
Direct Sponsored Content
If you do not wish to promote or boost a pre-existing post, you can create a Direct Sponsored Content ad. These kinds of ads allow advertisers to create content to sponsor on behalf of the company without cluttering the Company or Showcase Page and without first posting a company update. This ties in neatly with the ability to target your updates at individual market segments that we mentioned above. The cost of LinkedIn advertising is generally higher than it is on other social media platforms, so it’s prudent to monitor your ad conversions closely to make sure you’re getting the conversions you want.
As LinkedIn’s user base expands and more smart features and tools are being introduced to B2B marketers, the platform is proving itself to be one of the most the effective marketing channels in reaching prospective clients and professionals. LinkedIn helps foster relationships, establishes thought leadership, generates leads, collects useful insights, conducts market research, improves brand reputation and builds online communities. Whatever techniques you choose to implement on your LinkedIn business page, set aside time to strengthen and optimize your page - making use of all the platform has to offer.