6 Ways To Super Charge Your LinkedIn Company Page

Did you know that only 17% of businesses have a company page on LinkedIn? With over 500 million users, LinkedIn is the world’s largest professional network. Connecting users with colleagues and creating future relationships with consumers, distributors, and manufacturers, LinkedIn is full of opportunities to find whomever you need to grow your business.

Your LinkedIn Company Page is a destination where people can get to know your brand. Sure, people can get an overview of your products and services, but the key function of a Company Page is to attract and interact with your employees, advocates and new audiences.

“LinkedIn Company pages are highly overlooked and underused but essential to connecting with your current employees, potential talent, and new customers. I love how I can look at a company’s page and see who has worked there that I know, who they’re hiring and when, and what kind of functions they’ve been hiring for. It’s an amazing resource for job seekers and recruiters. And when it comes to brands and businesses, we’ve seen some of the best conversion and engagement rates using our Microsoft Partner Network LinkedIn Showcase page. Because I know the audience is business decision makers and seeking thought leadership, we’re able to truly connect with our audience” ~ Rachel Braunstien, Microsoft Partner Marketing Manager and Host of Microsoft Partner Network Podcast

If you treat the page as a dynamic marketing tool (rather than a static “About Us” page), you can establish thought leadership, build brand awareness, and move your audience to take action.

There are a few basic best practices to follow when curating your company page:

• Consistently share content 3-4 times a day
• Ask thoughtful questions that encourage comments
• Engage with followers in the comments
• Target each update to the most relevant audience to create a customized feed for each segment

If you’re just getting started, check out LinkedIn Company Page best practices for more solid advice and examples. If your page is already up and running, use these six tips to earn audience attention and encourage your followers to interact.

1. Use Rich Media

“We’re moving from a text-based communication style to one that is almost completely visual.”~Lila King. While I’m not sure we should throw out our keyboards just yet, she was right that images and video can grab attention better than the most finely-crafted headline.

Many rich media types will play directly on your company page. Microsoft uses embedded video on their Skype for Business page, so readers can watch without clicking away:

Make your Company Page visually compelling by adding non-stock, non-dull images to all your updates. I recommend images that are 1200x627 for Sponsored Content and organic updates as well. You can explore options for “non-stocky” images, use your own in-house photos, or create graphics with sites like Canva and Pixlr.

To add more visual interest, create an eye-catching banner image and rotate it at least every six months.

Think of your banner image as an extension of your brand—you can use it to highlight different teams in your company, promote upcoming events, or announce seasonal campaigns.

2. Keep Your Updates Short, Sweet & Spicy

You only have a few seconds to entice your followers to click on an update. So don’t be coy; tell your audience exactly what’s in it for them in as few characters as possible. I recommend 150 characters or fewer.

Use those characters to add spice to the update. Ask a thought-provoking question, point out a feature of the content you’re linking to, even stir up a little controversy. And make it personal: Call out your audience i.e., “Brand Marketers, does anyone still use Facebook anymore?” or “Tech marketers, do you think VR is going to be a thing? Is it already?”

HubSpot has mastered the art of the compelling Company Page update. Take this gem for example:

It shares a compelling statistic, introduces a problem, and promises a resolution in fewer than 140 characters. Readers know exactly who should click and what to expect from the content. As long as the content fulfills the promise (and the imagery matches the messaging) they’re likely to share it.

3. Use the 4-1-1 Rule

Most marketers are familiar with the 4-1-1 rule: If you grew up in the 90’s, you must ask “What’s the 4-1-1?” when seeking information.

Okay, actually the 4-1-1 rule says that for every single piece of content you share about yourself (or your organization), share an update from another source, and most importantly share four pieces of content written by others.

This rule helps keep your feed centered on your audience’s needs, rather than making it a place for your organization to talk about itself. So for every post you link to from the company blog, share multiple helpful, valuable posts from around the web.

"The 4-1-1 rule holds true for sponsored content as well. Many brands miss two things 1. The opportunity to leverage their company page and followers as a testing ground 2. Focus on good educational content vs. talking about themselves." ~Brent Hicks, Global Account Executive LinkedIn

4. Sponsor Your Content

It’s true across the board—sponsored and organic content need to work together to create an effective marketing strategy. By sponsoring some of the posts you publish on your Company Page, you can make sure all the right people see it, not just people who are already following you. LinkedIn has very advanced targeting capabilities (company size, seniority level, and even job title targeting is available), and it is easy to track conversions for each sponsored post. This means you can run A/B testing to see what your target audience really wants to see.

5. Use Tracking Links

As I mentioned in the introduction, your Company Page is a marketing tool in its own right. It comes equipped with analytics tools you can use to measure each post’s popularity and level of interaction. But you don’t have to stop at analyzing the activity your updates generate on LinkedIn.

Insert a tracking code on the end of your links. That way, you can properly attribute traffic to your site that originates from each update. You may find your Company Page becomes a substantial source of inbound traffic; for example, AmeriFirst Home Mortgage saw a 25x increase in visits to their website from their Company Page.

6. Don’t Use Links (Sometimes!)

As a general rule, I encourage marketers to use links in their updates. In fact, I have found that posts with links tend to see 45% higher engagement than those without. But I also have seen that the occasional post without a link can get a great response—if you use them sparingly, they will stand out. Posts that feature thought-provoking or inspirational content tend to get high engagement without a link.

For example, on the LinkedIn Marketing Solutions Showcase Page they have tested with weekly Monday Motivation posts that see a lot of interaction. They also compile a series of quotes from every conference they attend, with a thought-provoking quote and an image.

Get Creative with Your Content

Your Company Page works best when it is a dynamic, visually compelling collection of highly valuable content. Curate it thoughtfully with your audience in mind, explore the possibilities, and watch your follower count grow. While it might take some work at first to figure out your strategy, following these tips for creating a strong LinkedIn presence will end up really paying off in the end.

Thank you so much for reading and sharing,

Joshua B Lee

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