How to Grow Your LinkedIn Company Account
In the long-term LinkedIn, marketing can be a game-changer for many businesses and brands in B2B. Creating this presence on LinkedIn can not only help build trust and awareness of your brand, but also help maximise your ROI. Here are a few ideas on how you can help further grow your LinkedIn company account:
Share company updates and build a community
Social media is created to interact and share ideas within a virtual community, and LinkedIn is no different. Your company page is the perfect place to share updates for customers, employees, investors and fans. Encourage your employees to get involved with the company page on LinkedIn! They can engage with content, advocate for the page and share posts. You can even take it that step further by posting interesting questions and behind-the-scenes information.
Create a consistent posting schedule
Did you know that businesses that post at least once a month, gain followers 6x faster than those who don’t. We recommend that you try and post at least once a week, however twice a week is the best way forward. To help you keep up-to-date, create a posting schedule, or even use Later to post for you.
Completely fill out your company profile
Not only does having a complete company page look good, but it will also receive up to 2x more visitors than those with incomplete profiles. Make sure that you have all seven items completely filled out: logo, company description, website URL, company size, industry, company type and location. Remember to upload your logo and cover image to high resolution to give your company page a more legitimate and professional look.
Re-buffer your top content
There will always be those times when you suddenly run out of ideas for your weekly post. In order to combat this, you can (sparingly) re-share your top posts from the past. If these posts have done well in the past, then they are very likely to do well again.
How to Make a Brand of Your LinkedIn Business Page
There are always the basics of filling out a company LinkedIn page, however what sets you apart from other businesses is the extras you put in. For instance, striking images and intriguing taglines will get your visitors to stop in their tracks and take some time going through your page.
One of the first things a visitor will see is the cover photo and company logo. So you need to make a great and memorable first impression. Make sure this aligns with your brand, and use the same logo you have displayed across your social media accounts. Did you know that company pages with profile pictures get six times more visitors than those without. The banner leaves more room for creativity, so try to avoid a generic LinkedIn banner image, and go for an image which illustrates your industry, office space, highlights your company’s mission and/or values, or communicates a specific message to your audience. Also, always check that your banner and photos are within LinkedIn’s recommended pixel requirements.
Write a compelling “About Us” and intriguing tagline
Whilst images will hook a visitor, it is the words that keep them there. The tagline is right under your logo and company name, so it is a prominent feature which shouldn’t be ignored. Keep your tagline as a concise phrase or sentence, describing what your company’s value is. You can even use your slogan if you have one. The tagline only allows 120 characters, compared to the 2,000 in the about us section, so keep the in-depth description for the about us. The “About Us” is where you can get more descriptive in a few short paragraphs, and should be answering:
- Who you are
- Where you are based
- What you offer
- What your values are
- Your brand voice
- How to contact you
The about us and tagline section is also a great opportunity to add relevant keywords (where it makes sense) and boost your search engine optimisation.
What Stands Out on LinkedIn?
So the standard work is all done, and it comes to posting. What stands out? As we previously said, posting weekly is always beneficial however, LinkedIn is a little different when it comes to what you post. Knowing your audience is the best way forward, and most of the time they are not only looking for engaging content, but also information that provides helpful takeaways and your industry. Here are some posts which stand out on LinkedIn:
Infographics are a popular and informative visual for your visitors, and can be a powerful tool for breaking down complex information. Through infographics you can:
- Show data from a recent case study/survey
- Simplify a process related to your business
- How you create one of your products/or services
- Recent surveys
Not only are infographics informative but they are enjoyable to read through without having to read chunky paragraphs.
No matter where you post videos on social media, they are going to get you that extra engagement. On average, a video on LinkedIn will get 5x more engagement than a regular post. And if you’re willing to go the extra mile and receive 25x more engagement, then go live! There are two ways to upload a video onto LinkedIn, by a video link or uploading a video directly to LinkedIn. We recommend the latter, as it tends to make your page look professional and neat. There are many topics you can talk about behind the camera, such as industry trends, interviews, industry insights, case studies or even behind the scenes. Bear in mind, LinkedIn is the ‘professional’ social media, so the focus should be on educating, connecting and reflecting your ethos.
Blogs and articles
Have you written any blogs or articles? Your LinkedIn company page can be a great place to upload to. Make sure the blog speaks to your audience, and give them some context such as, a caption to spark conversation. LinkedIn recommends you keep your posts between 500 and 1,000 words, which is plenty for a quick blog. You can also embed images, links and quotes to really stand out from other businesses and catch more eyes.
Build a product page
Last of all, building a product page gives you the opportunity to advertise and spotlight your items and what you offer. Not only this, but you can share images, videos and reviews. Click here for more information on LinkedIn product pages.