LinkedIn has over 500 million members worldwide, and while the number of users is reason enough to have a presence on the platform, what separates it from the other types of social media is that LinkedIn users are educated, affluent, professionals. 80 percent of B2B leads generated on social media come from LinkedIn, so it’s safe to say that your company should be making the most of your company page. The 7 tips listed below will help you engage and effectively communicate with your audience.
1. Optimize your page
Both LinkedIn profiles and page content are searchable on the platform, and users both within and outside of LinkedIn may find your company’s page as a result of the terms you use. To ensure your LinkedIn page can easily be found by your audience, make sure your company’s website URL, phone number, and information are always up to date. You can also personalize your LinkedIn Page URL.
The specialties you list on your LinkedIn page are also searchable, so add keywords that will help LinkedIn direct the right traffic to your page. You can change or add specialties to your page by selecting the ‘Overview’ tab in edit mode. Utilize your company page headline to lead with relevant keywords and phrases that describe your company’s mission and purpose.
2. Post the right type of content for your audience
Posting engaging content that resonates with your specific audience will drive viewers down your marketing funnel. The tricky part is deciding exactly what to post. Understanding your target audience and what type of content they consume is key. It’s equally important to remain authentic and generate genuine conversation around real experiences. Here are a few types of content that work especially well on LinkedIn:
• Clickable Content
• Educational Materials
• Industry Events
• Long-form content
3. Be consistent with posting
Being consistent in your post frequency is important in order to grow an audience. The recommended frequency for posting on LinkedIn varies depending on who you ask, but I would suggest posting between 2-5 times per week. Despite how often you decide to post, be sure to create a posting schedule and stick to it. Instead of hoping people interact with your content, you’ll be able to plan posts to get the most return from your audience.
4. Encourage employees to share brand content
Your employees are some of your biggest brand ambassadors. Employees typically have 10x the social reach of their company, so why not use them to push your brand on a professional network like LinkedIn? Leverage their networks and voice to build a connection to your brand. This gives you more content to post and also shows the faces behind your company, helping to humanize your brand.
5. Engage with users
Respond to comments and encourage conversation. Use @mentions to pull other people you into a conversation. Be genuine with your interactions and show there’s a human behind the LinkedIn replies and posts. LinkedIn groups are another engagement tool available to companies and individuals on the platform. Join a group related to your industry, or create your own! Our brand Solar Power World has a company page as well as a group where professionals and advocates in the renewable energy industry can post and engage with one another.
6. Utilize LinkedIn analytics
Tracking and measuring success on LinkedIn is critical to ensuring your content and marketing strategy delivers results. A few of the metrics you can view include, visitor demographics, engagements, clicks, page views, and impressions. Use this information to modify your strategy if needed. See what pieces of content are most popular and create more of the same, or alter the type of content you’re posting based on who is visiting your page.
7. Keep up with new features
LinkedIn is always releasing new features for company pages, as well as the platform as a whole. As a marketing professional, it’s important to stay up to date with the latest social media updates and features. Follow us on Twitter at @WTWH_Marketing to keep posted!