With over 600 million users, LinkedIn is the largest social network in the field of B2B and is therefore of great importance for lead generation. This social media platform is primarily about building contacts and networks. It’s not just about your own contacts, it’s also about who your contacts are in contact with (contacts of your contacts). For example, my LinkedIn profile has over 6000 contacts, together they have about 82,0000 contacts and the 3rd degree contacts result in a total of almost 2.8 million contacts. This demonstrates the potential reach of LinkedIn. If my profile alone reaches such a wide reach, what do you mean, how big is the reach when they add up all the employees and fans of your company? In this way, LinkedIn gives your company access to a market that can be gigantic.
The LinkedIn company page isnot only a “About Us” page of your company. You can dynamically market your company’s products by taking a pioneering role, gaining new followers and strengthening brand awareness. Behind this lies the very essence of LinkedIn’s business model: an ability to connect with existing customers and expand your market through word-of-mouth propaganda. Instead of simply increasing the number of followers and employees, consider how you can use LinkedIn marketing tools to unlock new growth opportunities. LinkedIn can help businesses in many ways. It‘s important to find out what benefits you want to take from your LinkedIn company page. For example, are you trying to build a customer network for the online sale of products? Or would you like to establish your company as a pioneer on the market? Or do you want to recruit top talent in your industry?
The LinkedIn business page is a great way to market your business, products, brands and services, and career opportunities in your business. Creating your business page on LinkedIn isn’t particularly difficult. However, to successfully set them up, you must follow these guidelines.
How to set up your LinkedIn Company Page
. Although this trend is still an aspect of using LinkedIn, a LinkedIn network gives you the chance to help you achieve business results. A business page helps LinkedIn members get to know your business, your products, your brand, and the career opportunities in your business. Business sites are also an excellent way to share industry expertise and place your company as an opinion leader.
According to LinkedIn, companies with a fully-stored profile receive 30% more visitors. Therefore, here are some tips for setting up a LinkedIn company page for your business. Please make sure you already have a personal profile on LinkedIn, otherwise you’ll need to create one in advance to create a page for your company page.
1. Company logo
Add your company logo and a cover image, also called Heroimage, to bring your page to life.
LinkedIn accepts image file formats such as JPEG, PNG, or GIF. For the logo you need a square image. The minimum size for a logo is 300 x 300 pixels or larger. The file size of the logo can be up to 4MB.
The minimum size for a banner image is 646 x 200px. This can be up to 2MB in size.
Carefully crafted LinkedIn company pages are likely to be visited more frequently. Therefore, you should take the time to ensure that the visual aspects of your page stand out and support this with professional images.
Pro Tip: Include relevant text in your Heroimage so that visitors can see at a glance what you will find on your site.
2. Use industry-relevant keywords
The success of your LinkedIn company page depends on the keywords you use when you create your company description on the page. You should use relevant keywords and phrases that describe the purpose and purpose of your organization. LinkedIn members typically search for keywords. Therefore, it is essential to include words and phrases that describe your business, expertise, and industry focus.
If you have a Search Engine Marketing Team, let them share the best keywords or use a Keyword ReSEArch tool, for example from SEMRush.
LinkedIn company pages have been set up by LinkedIn SEO-friendly. With Google and other search engines, you can also see them in the search results. To bring more organic traffic to your site, you need to add some relevant keywords to score higher in search results.
3. Information about the organisation
Visitors get to know your company and products through the information section of your organization. Therefore, you need to specify your website URL, your company’s location, industry expertise, and company size.
If your LinkedIn company page doesn’t contain detailed, updated company information, but only a boring, outdated introductory text about your company, your marketing department needs to revise it urgently. This would at least be recommended if you want to expand your market and achieve your business goals through LinkedIn. In fact, according to LinkedIn’s findings, complete and regularly updated company pages receive twice as many visitors as those with incomplete or outdated page details.
What are the best practices for your LinkedIn Company Page?
After you create a LinkedIn page for your business, your next task is to optimize that page by following best practices. Here are some of the best ways to help your business achieve digital marketing goals on LinkedIn:
1. Focus on the content of your page
It counts the content you publish to your LinkedIn company’s page. These can be company updates, photos, links, videos, articles, etc. Here are some important tips for optimizing the content of your page:
Regularly publish creative and useful content
The most effective way to grow your audience and keep your followers is to provide you with valuable content by regularly publishing articles, career opportunities, or corporate updates. According to LinkedIn’ findings, companies that post at least once a week receive twice as many followers as companies that don’t. The reason for this higher number of users is that your posts not only appear on your company page, but are also regularly published in your followers’ news feeds and, if necessary, shared by them.
Also, sharing an informative blog post or news article from an external source shows that you have knowledge of your industry. This will also help you get in touch with other thought leaders. Don’t forget to specify the source of the post.
Some of LinkedIn’s most successful business pages post more than four times a day. But when you set your content, make sure it’s relevant to your business and audience. Quality takes over quantity!
Make your content valuable to customers
When posting a LinkedIn post, be aware that you only have a few seconds to get your followers to click on your post. Instead of complicating your post, it’s better to make sure your readers know what information they have. It is recommended that you use 150 or fewer characters in your post title.
To get multiple answers, you should try to address your followers directly through an open question, a unique quote, or a controversy. This content encourages you to engage with you. According to LinkedIn’s findings, updates that contain questions are likely to get twice as many comments as regular comments. If your posts contain comments, you should also respond immediately. The interaction in your customers’ comments is a great way to build a network and one of the best practices for LinkedIn sites.
Create a calendar for LinkedIn updates
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Per tip: If possible, produce content so that new content continues to be published even in the event of an employee’s failure.
LinkedIn users are usually online in the morning just before they leave the office or in the early evening when LinkedIn members return home. Members also spend more time on LinkedIn on weekdays than on weekends. Remember when you create your schedule for your LinkedIn posts.
Although LinkedIn is a business-centric platform, you should still make your content colorful and attractive. The brade-free posting of texts attracts little attention in the flood of information. LinkedIn’s findings show that posts that contain an image receive nearly 98% more comments. To make these posts more attractive, try adding pictures, videos, and links to your posts.
To also increase visual interest, it is recommended to upload eye-catching images with a size of 1200×627 that are unique. If your company has a YouTube channel, you can make your videos available on the LinkedIn page. According to LinkedIn, videos can increase the post-share rate by 75%.
Per tip: Videos uploaded natively to LinkedIn reach more users than if they are shared by other platforms such as YouTube.
Connect your business page to your employees on LinkedIn
Your employees are the best source to increase the number of your page trailers. Therefore, it makes sense to start with them. You should encourage your employees to add their company position to their LinkedIn profiles. This, in turn, appears on your company page.
Per tip: You can also post your employees’ best posts on LinkedIn and use their networks and ideas to connect with your business.
According to LinkedIn, employees have more contacts than companies have more followers alone. In fact, this ratio is almost 10:1. Companies with a strong employee advocacy program tend to attract 58% more followers and potential new talent. As a result, the LinkedIn corporate page can greatly increase your reach by integrating your employees into the Linkedin Company page.
If you actively participate in LinkedIn groups, it can help you and your business network connect with other companies and professionals in your field— especially those who are not directly friends, employees, or colleagues. Participation in these group discussions will also generate more followers on your company page.
You can use the LinkedIn search feature or the Group discover proposals feature to find a group with similar interests to your company’s. You can also create a new group based on your area of interest or subject area.
For example, if your company is a member of an association, you can join this group on LinkedIn to gain a valuable source of professional networking and growth. The American Institute of CPAs, for example, has a LinkedIn group with more than 65,000 members, in which in-depth technical discussions are held.
3. Understand how LinkedIn algorithm works
For your LinkedIn site to be a success, it is necessary to have the LinkedIn algorithm and its functionality under control. Here’s a quick look at how the algorithm evaluates the content of your page:
Assessing your content with a bot
After you post content on your page, a bot checks against the following criteria:
- low quality (spelling & grammar)
- double publication
The algorithm evaluates your content for the highest possible quality. To have a better ranking, avoid the above criteria.
The algorithm checks the interactions with your post.
Next, the user engagement of your post (through likes, comments, or shares) is measured by the bot. The bot also checks negative signals and checks whether users hide your content from their feed or mark it as spam. This control point demonstrates the importance of the relevance and uniqueness of the content you publish. You must ensure that your content appeals to users.
Review by LinkedIn editors
Finally, editors review your content and decide whether to continue to appear or discard it in the news feed.
Per tip: LinkedIn editors can also share your content upon consent. This way you can quickly get several thousand new contacts for your company page.
4. Use LinkedIn ads for targeted marketing
LinkedIn, like other social media channels, collects detailed data about the professional interests, skills and affiliations of its members. As a result, LinkedIn has exceptional insights into your potential market and can be a very useful partner in your social media marketing strategy.
LinkedIn has a wide range of advertising solutions. The following list provides an overview of these forms of advertising:
Sponsored Content: Promote your content to reach a wider audience and attract more visitors to your corporate page.
Text ads: These are pay-per-click or CPM ads that can appear on the LinkedIn homepage, search results pages, group pages, profile pages, and more.
Sponsored InMail: Sponsored InMail is similar to email marketing. This is limited to the LinkedIn platform. Sponsored InMail allows you to send personalized ads to LinkedIn members via messages. Messages are delivered only when LinkedIn members are active to ensure that the ads are perceived.
Further advertising possibilities: In addition to self-service ad options, LinkedIn also offers other advertising products that you can use on the LinkedIn ad platform or through a LinkedIn marketing partner.
5. Use LinkedIn Analytics for effective marketing
According to LinkedIn research, posts tend to be most widely perceived by users in the morning. This may be an indication of the times at which you should publish your content. Times may vary from industry to industry. One more reason to take a look at the analyses.
LinkedIn provides you with in-depth analytics to help you figure out how to make your marketing more effective. The following questions will be answered, among others:
- What types of content are appealing?
- What time are your followers active on LinkedIn?
- In which area are your followers active?
LinkedIn also offers you topic suggestions on trending topics or articles that you can share with your audience. All you need to do is select the right audience and explore the trends it contains. With these insights you can produce suitable articles or find them for sharing.
This insight into your business page allows you to curate your marketing strategy based on real-time data and optimize your performance on LinkedIn.
6. Use the LinkedIn multilingualism tool
If your target customers are from multiple countries with different languages, you must provide your company descriptions in different languages. LinkedIn supports posts in 20 different languages. The language of the page automatically changes depending on the selection that the LinkedIn member made in the language settings.
In addition to the company description, you can also configure and publish content and updates in multiple languages. This is a great opportunity to build credibility with international followers and demonstrate your interest in working with international customers.
7. Mobilize your existing customers
One way to gain more followers is to let your existing customers know on other social media channels that you’re also on LinkedIn. You can also add a newsletter or a follow button to your company website.
8. Create Showcase Pages
Another best practice of the LinkedIn company page is the creation of showcase pages. These showcases enable you to highlight your individual brands, products or services.
Adobe has had one of the best LinkedIn company sites for years. One reason for this success is their clever emphasis on their various brands through the showcase pages. Adobe’s various brands, such as Echo Sign, Creative Cloud, Marketing Cloud, and Digital Publishing Suite, target specific market segments. For this reason, it made sense to create separate pages for each of these products. Adobe’s showcase pages offer a variety of useful updates, solutions, event notes, and inspiring quotes.
You can create your company page on LinkedIn by simply filling in your company information and uploading your logo and banner image. Creating a company page isn’t just about listing the details of your business, it takes work from your side to attract followers and future customers.
In short, LinkedIn is a great platform to create a network, create authenticity and gather insider knowledge from experts in your industry. A key goal of LinkedIn is to build relationships with your customers. LinkedIn is not only a hub for your followers, but also an excellent opportunity to further develop your business.