How to get more from your LinkedIn Company Page
Over the years companies of all shapes and sizes have taken up the opportunity to create a free Company Page on LinkedIn – so much so that this year LinkedIn announced it had 19million Company Pages on its network.
Towards the end of 2018 it also introduced a number of new features and functionality to Company Pages, to help facilitate better engagement between companies and their followers. We’ve flagged the recent changes and also how you can make more of your page in this article.
What can your LinkedIn Company page do for you?
As well as your website, a LinkedIn Company Page is a good marketing tool to keep current and potential customers, contacts, staff up to date with your company’s, brands’ and product/services’ latest news.
News is the operative word here as the structure of the Company Page is less about having static pages about your products and services, and more about showing a dynamic and continuous stream of your company’s ideas, approaches, thinking and successes.
This is achieved through the news items and thought leadership you share on your Company Page. Of course you can link each of those news stories back to more information on your webpage, or put in other calls to action to get interested people in touch straight away.
With the new functionality LinkedIn introduced at the end of 2018, you can also add up to 3 hashtags to be associated with your page. Your page will then be able to like, comment and reshare posts on these hashtag feeds across the LinkedIn community.
Can you afford to miss out?
With LinkedIn’s membership growing, your LinkedIn Company Page can be a real asset to your company’s marketing – it can help to showcase its thinking and spirit. By late 2018 LinkedIn had 590million users in over 200 countries – so its potential for reaching a larger audience for your firm can’t be easily dismissed.
Also bear in mind the fact that B2B prospects are now doing more research in their purchasing decision. Typically decision-makers engage with 7 pieces of content before making a purchase decision. A LinkedIn Company Page can help to encourage them to contact your business over a rival’s.
Set objectives for your page
To make the most of your Company’s presence on LinkedIn, it is important to set some initial objectives for your Company Page. This will greatly help to influence the approach you take with it and the content strategy and themes you channel through it.
It will also help you to deliver more consistent messaging over time, which will in turn attract and retain a loyal group of followers. Objectives will also make measuring your time and energy investment in the page easier.
Typical objectives for LinkedIn Company Pages include:
- Raising brand awareness amongst current and potential customers, contacts, employees and other stakeholders
- Lead generation
- Thought leadership – showcasing your company’s latest thinking to position it as the Go-To commentator on specific issues
- Event registration promotion
In setting your objectives, be clear who your ideal LinkedIn audience is. Customers, contacts, staff and potentials for all of these will have different information interests. It is ok to try and use your Company Page to appeal to all these three groups. Remember though that each will probably favour different content, and you should accommodate this to maintain their engagement. If your business is involved in international trade, LinkedIn is obviously a global platform and you may want to focus on territory-specific content to appeal to target countries or locations.
Getting the basics right
The images on your page – LinkedIn’s current recommended dimensions for your Company Page images are as follows:
- Logo space: 300 (w) x 300 (h) pixels
- Company cover image: 1536 (w) x 768 (h) pixels
- Company banner/hero image: 1128 (w) x 376 (h) pixels
Be careful if you want to include words in your cover image. The image will adjust to different device dimensions your page is being viewed on. As mobile browsing will involve a big part of your follower audience, do test and ensure the imagery in your banner still performs well when scaled up or down to different device dimensions.
You can now though add a short description (120 characters) which appears under your Organisation’s name. Here it’s best to give a concise statement that describes your business, expertise, and industry focus.
Your About Us information – LinkedIn currently lets you have up to 100 characters (that includes spaces) in your company name, and 2000 characters for the About Us section of your Company Page. Don’t forget to click the Add Specialities button to include key words which relate to your company’s business and what it does.
Also don’t forget to fill in all the LinkedIn fields for information about your company – particularly your website.
Once you’ve set up your page, make the most of publicising your presence on LinkedIn. Create a link to your LinkedIn Company Page on your website and in company email signatures to help increase followers. LinkedIn lets you create a button for this.
Company Pages vs Showcase pages
You also have the option to have a Showcase Page. These essentially replace the products and services pages of old and are designed to help you promote a specific business line, brand, product or service. A Showcase Page is also structured so you highlight your product through the related news, articles, messages, thinking etc. in updates you share. We’ve seen some companies make effective use of Showcase Pages for a sector specialism, an interest group, a regular event they run, a particular initiative, as well as a key product or service.
Feed me! Feed me!
The best Company Pages or Showcase Pages usually demonstrate a commitment to a regular programme of posting relevant and engaging updates. In fact, LinkedIn claim that Companies that post weekly see a 2x lift in engagement with their content.
Regular posting certainly helps to keep the page fresh and attract and retain followers. A regular programme is tough to achieve when left to chance and is easier to manage when it involves careful planning and a predetermined calendar of content you intend to share.
Not all updates need to post fresh content created by your company, although a good proportion would be sensible. Followers are also interested if you signpost relevant third party content. This helps to demonstrate greater commerciality and goodwill in your organisation – particularly if you give a short explanation as to why you feel this content is relevant or interesting. The approach can make your Company Page a Go-To Source of valuable insight for your target audience.
LinkedIn is helping companies discover trending topics and articles to share with target audiences through its new Content Suggestions functionality. You can select an audience, explore what’s trending, and share selected articles. The audiences LinkedIn has created are a bit broad at present but hopefully over time, you’ll be able to segment further to more precise interest groups.
Helpful selection criteria for a good Company update
In creating your calendar of content, it’s good to factor in these considerations if you want to impress your followers.
- Is this update relevant to our audience?
- Would they click to read more?
- Will it add value to them in some way?
- Is the content consistent with our overarching brand messaging, personality and values?
If the answer is no to the above, then think again. Your Company Page should be a live and positive demonstration of your company’s thinking, approach, interests and values. It needs to be enjoyable and interesting to peruse.
Good sources of Company Page update ideas include:
- The answers to the frequently asked questions of your customers
- New approaches and developments your company is involved in
- Pose questions – new functionality from LinkedIn enables you to respond to comments directly from your LinkedIn mobile app
- Share a video – see these tips from LinkedIn
- Share pdfs or powerpoint presentations – see these tips
- Market issues and trends – commentary or guidance for what your customers are facing and/or third party content which may be relevant/helpful to them
- Customer experience examples – case studies, successes etc.
- Employee experience examples – case studies, successes, activities etc.
- Corporate Social Responsibility examples
- Fresh thought leadership – white papers, guides, fact-sheets, magazines, webinars, podcasts and videos your company has produced
- Events you are running – pre, during and post information and insight
- LinkedIn Pulse articles your people have written
You don’t have the option to publish an article in LinkedIn’s Pulse channel as a company, but individuals in your company can and you can then promote their article on your Company Page via an update. And you can signpost all the above ideas in a Company Update on LinkedIn. Create the content on a web page (usually in the blog or news page on your site) and share the web page’s address in your update.
A checklist for good Company Page updates
Here are some tips for good and engaging company updates
- Keep to the word limit: 700 characters (250 characters with link)
- Be clear on what this update is about and why people should click to read more
- Give a clear call to action – typically a link to click for more insight
- Include an image which uses a 1.91:1 ratio (1200×627 px) and is more than 200px width. This is because if your image width is less than that, it will not display on larger screens and LinkedIn’s settings will make it appear as a thumbnail on the left side of the post.
Do also encourage any Company Update to get shared, liked or commented on by your employees as this helps to reach a wider audience. It means, when you post an update, alerting your staff to it. Bear in mind that LinkedIn makes all current employees of a company automatic followers of that company’s LinkedIn page. It still helps though to flag to your people that a fresh update has gone live. Share the link for a quick and effective response.
Measuring your Company Page
LinkedIn gives you some helpful analytics tools to help you evaluate your Company Page activities.
In your Page’s Admin view, go to Analytics menu for volumes and trends in visitors and followers of your page, and also your updates. You can also go to a specific update and view its statistic via the Show Stats, which appears underneath it.
This includes data on the number impressions and clicks your update received. For even more analytics and tracking, you can set up a tracking code to help measure the impact and effectiveness of a specific post or LinkedIn ad.
Advertising options via LinkedIn
And if you feel you want to make more of LinkedIn’s massive global network in your marketing, there is also the option to promote a post to a targeted audience or create an ad. This strategy may be helpful if you want to reach out to a specific profile of LinkedIn member, and LinkedIn does have impressive and detailed targeting options for you to select from.
Your LinkedIn Company Page can be a great tool in your marketing toolkit. At its best, it can demonstrate your business as dynamic, interesting and one to do business with or join. It is a helpful platform to show your business in action and enable it to share interesting examples of its work, thinking and passions. Appealing to customers, contacts and employees it can help you gain the edge on a less active rival in the network. To achieve this though, needs careful planning and a commitment to producing and sharing engaging content for your target audiences. This should be integrated with other marketing strategies and activities you have in the pipeline to achieve greater consistency in messaging, resonance and engagement.