More than 80 percent of B2B leads come from LinkedIn, the world’s largest social network for working professionals. Your organization cannot afford not to use this valuable venue that can help build your company’s brand awareness and provide a channel with which to promote your products and services to current customers and prospects.
But creating your company’s business page, establishing it as an authoritative source and using it as an effective means of generating leads is not without its challenges.
Here are six steps to help you create a standout LinkedIn company page.
The process to creating your company page is straightforward. To get started, go to LinkedIn’s Create a Company Page or follow the steps in LinkedIn Help. Enter your company name and company email address. Then, follow the prompts to enter your company information. To publish your company page, you must include a company description and company website URL.
Add your company logo & banner image
Since your logo is the first thing LinkedIn users see when they search for your company, upload your company logo in order to make your page stand out. Your employees’ LinkedIn profiles also display your company logo, so ensuring each of your employees link their profiles to the company page will enable you to reach a wider audience of LinkedIn users.
The banner image is the picture that displays at the top of your company’s home page. You want the banner image to immediately grab attention, so avoid generic images or stock photos. Instead, feature a key marketing campaign line or display your brand message as your banner. Or showcase an image of your company lobby, a staff group photo or a picture of customers using your product.
Post relevant content
Over 70 percent of professionals believe LinkedIn is a reputable source for professional content, so your audience is already prepared to receive what you publish. Content you post will appear on your company page and in the news feed on the home page of each of your followers. Keep in mind that your key objective is engagement, not sales. Create quality content tailored to your target audience’s needs and interests on a wide range of topics. Then, make the most of your posts with compelling headlines and engaging imagery to entice people to click through to your posted content.
Do not solely post company news, which has a limited range of appeal. Include relevant industry articles, helpful tips, advice and resources related to your industry. Gear your content towards helping your target audience, rather than focusing on your company’s products and services. If you solve a problem for users or make their jobs easier, they will be more likely to continue to engage with your content and share it with their followers.
Optimize content distribution
LinkedIn does not require the same level of engagement that other social media channels do. Instead of posting every day, you may want to begin by posting to your company page once a week. A number of social media management tools, including Hootsuite and Buffer, can save you time by scheduling your updates in advance.
According to Chron, the best days to post to LinkedIn are Tuesday, Wednesday and Thursday around the noon lunch break or early evening at the end of a work day. Some users catch up on social networking during the weekend, so Saturday and Sunday can also be good days to post content.
Get to know the audience you are trying to reach by paying attention to the times of day you receive comments on your posted content and status updates. Then, strategically publish your LinkedIn updates to correspond with those key times. You may even want to post your content shortly before those times, so that as soon as your followers log into their LinkedIn accounts, your posts populate the top of their home page news feeds.
Promote your page to attract followers
As mentioned earlier in this post, your employees are the greatest source of company followers. After all, your employees are your company’s prime promoters. Employees that add your company to their personal profiles automatically become followers who can like, comment and share your posts, enhancing your company’s range. You can promote your LinkedIn company page by linking to it from your website, emails, newsletters, blogs and other social media channels.
Another way to raise your brand awareness, gain followers, and drive leads is with sponsored content. Native ads allow you to launch a campaign by sharing your company’s content and announcements in the feed of exactly the audience you are trying to reach. By sharing your content with the most significant, interested audiences, you drive qualified traffic directly to your company (but we’ll come back to how to advertise on LinkedIn in a future article).
Review page analytics
LinkedIn’s built-in analytics allow you to assess your company page performance over time. To view this data from your LinkedIn company page, click View Admin Pages and then click Analytics. You can track your follower count and also review your followers’ demographics. This data helps you determine if your company page is attracting your target audience and shows you which updates and posts are driving the most engagement and maximizing your reach. You may also examine your competitors’ LinkedIn pages to see how you stack up against them. Use a third-party analytics tool like Quintly to perform this type of audit.
A LinkedIn company page is an extension of your brand, so it is important to make the most of it. By customizing your LinkedIn page to showcase the topics, brand messages and products your customers are interested in, you create discovery – which leads to engagement, which generates sales leads. Hopefully, these steps will help you create a LinkedIn company page to build your brand awareness and promote your products and services to customers and prospects.