Nowadays, your LinkedIn business page matters more than ever before. It’s a great tool to help you generate higher-quality leads, connect with working professionals, and establish relationships with potential partners. However, in order for all that to happen, you need to up your LinkedIn management game.
Your company page has to tell a story, maybe in an even better way than your website. It also has to be tailored to reach your target audience and sell to it.
If you don’t know how to do this, then this article is just for you. In it, we will share with you five helpful tips that will aid you in taking your LinkedIn business page to the next level.
Let’s get started.
How to Manage Your LinkedIn Company Page
LinkedIn management isn’t all that different from any other social media platform management. In order to do it right, you just need to produce and distribute great content, interact with users and upload frequently. To help you on your journey to growing a terrific LinkedIn company page, here are our top five tips.
Define Your Goals
Before creating a LinkedIn page, define your marketing goals and how your LinkedIn page will help in achieving them. Will your page support social selling efforts and lead generation? Or will your page increase awareness of your brand and attract a new audience?
The answers to these questions are vital for choosing the proper structure, CTA buttons, and imagery for your LinkedIn page. Along with that, you have to know your target audience. If you already know your ideal buyer persona and your customer profile, you have to consider how your customer might be using LinkedIn. Are your customers on the platform? What are they looking to get from it?
Once you know all that, your job will become easier: you will understand what your audience wants, and you can give it to them.
Do All the Needed Work on Your Page
Many companies miss out on filling out their page completely and often miss one or two key fields in their profile. According to LinkedIn, pages with complete information get more weekly views, and if your page is optimized for SEO, it’s likely to get even more visits.
Here are the components you need to take care of:
- Banner image: Choosing a good image for the top of your page is vital. It has to be on brand and inviting for your target audience.
- Tagline: Make sure it’s engaging, punchy, aimed at your target audience, and containing at least one SEO keyword.
- About: Writing a compelling overview for your business is critical. This section will give all your prospective employees and customers the answers to all the questions they might have regarding your business. It’s also crucial that your “About” description is consistent across all your social media platforms.
- CTA button: Customize and select your CTA buttons carefully. Along with that, don’t forget to add UTM parameters that link back to your website.
- Showcase Pages: If you offer business services or you have a specific sub-brand that you cannot address on your main page, you should create a separate LinkedIn Showcase Page for each of those.
Have a Detailed Social Media Calendar
Having a content calendar is the best way to track your current and upcoming LinkedIn posts. You can use one calendar across all platforms if you manage several social media profiles. It doesn’t have to be LinkedIn-specific.
Typically, a content calendar is just a spreadsheet in a calendar format, and it can be as detailed as you need it to be. Columns are normally as follows:
- Publishing date
- Photo assets
- Relation to campaigns
- Approval status
- Content owner
However, you can customize those to fit your marketing strategy and the organization of your team.
Make Use of the Analytics Tab
LinkedIn has a terrific analytics page that provides you with rich insight into how your company page is doing and its trends in terms of impressions, visitors, engagement, and followers. In fact, the LinkedIn analytics tab is so good that you don’t even have to use an additional platform like Hootsuite or Hubspot to track all important metrics.
Our recommendation is to browse through the tab at least once a week, depending on the amount of content you post. Remember, the point of looking at analytics is to analyze the data you see and make corrections if needed. The main point of these insights is to help you optimize your page and get a better idea of what type of content works for your target audience.
Get Your Employees to Engage
You can’t succeed on LinkedIn on your own. Your LinkedIn marketing strategy should have some focus on getting your employees to engage, share and participate in your posts. You want to have an army of brand advocates, people who will spread your content and present it even to people who aren’t members of your target audience.
If you don’t know how to get them to participate, here are a few ideas:
- Share social media practices with the entire team so that they feel encouraged to post content.
- Encourage sharing by rewarding employees who do it with fun prizes and recognition.
- Message select employees and encourage them to like and share the content.
- If you have bloggers in the company, ask them to share your stories or create articles based on your short posts.
LinkedIn Management is all about…
Creating a page that’s able to help you reach your marketing goals while simultaneously representing your company to other business professionals in the best way possible. As it is with all other social media platforms, content is king when it comes to LinkedIn.