LinkedIn Company Pages are a great way to brand your business and to share key content, information and updates with targeted audiences.
All employees who list your company on their profile are automatic followers of your company, and others may choose to follow your Company Page. When you post great content, your followers engage with the updates and share it with their networks, which amplifies your reach and expands your following. People who follow your Company Page tend to be sticky, too. Statistics have shown that 64 percent of followers will follow your company for the long haul.
However, most companies fail to take advantage of Company Pages’ value. Below are six tips to unleash your Company Page’s potential and make it more attractive and useful.
What do I know about company pages?
I managed the AppleOne LinkedIn Company Page from January 2012 to June 2014, and it was named one of the 10 Best LinkedIn Company Pages of 2013. Under my stewardship of the page, followers grew by more than 700 percent. In addition, the page averaged 100,000 impressions per week and was on target to hit 5 million impressions for 2014 when I moved to another position. I continually tested new ways to build engagement, and the tips outlined in this article are based on my direct experience.
1. Post regular status updates.
The more content you post on your Company Page, the more you will keep your company’s name in front of your followers and in the LinkedIn newsfeed. Post status updates daily, which means you will need five great posts each week to drive awareness, engagement and traffic. Once you get in the habit of posting regularly, your audience will come to rely on your ability to engage, educate and entertain them. Some larger companies might post several times per day, but beware that you could reach a saturation point.
2. Post interesting content.
It’s important to post interesting content that followers will find useful for their job or career, or that educates or entertains them. You don’t want every message on your Company Page to advertise your products or services; that will annoy or turn off your followers.
For instance, out of five weekly company page posts, only one or two of the posts would be a link back to the company blog or website. For the rest of the Company Page content, I used Feedly’s RSS feeder to keep track of more than 75 blog and news feeds. I would scan the headlines daily and select the top 12 articles to post on two distinct Twitter accounts. From this subset, I selected the best articles to share on the LinkedIn Company Page.
3. Write a catchy headline.
Readers are bombarded with messages every day, so your posts must quickly grab the reader’s attention amid all the other online content they see. Ask a thought-provoking question, tease the readers with a snappy tidbit, or give them some reason to want to read the post. Don’t forget to include a shortened URL at the end of your headline to link to your content. (My favorite URL shortener is Hootsuite’s ow.ly.)
4. Upload your own image.
By default, if you paste a URL into a status update, LinkedIn will suggest a clickable postage stamp-size photo from an image on that page. Alternatively, I have found that it is far better to upload my own image, usually with the content’s title superimposed over the picture. Sometimes I use an image from the actual article; other times, I create my own using Canva.
An uploaded image will be about 350×210 pixels, nearly quadruple the size of the standard 180×110 pixels. In an experiment this year, we were able to gain 87 percent more impressions, 132 percent more clicks and 39 percent more interactions on identical posts.
5. Empower your employees.
Most companies are still struggling with empowering their employees to engage regularly with their LinkedIn Company Page. At AppleOne, we had more than 1,500 employees on LinkedIn, but only a small percentage engaged with our content. We averaged 41 interactions on our status updates during the first six months of 2014, which would be less than 3 percent engagement per post assuming all interactions are from employees.
Companies have to do better at explaining to employees that they are an essential part of the marketing team, and they must highlight how crucial their participation is for the overall company success. Training employees to follow their Company Page, and regularly like and share content, will greatly boost interactions and engagement.
6. Monitor and analyze.
Monitor your results to see what is and isn’t working, and adjust accordingly. The admin analytics page for Company Pages provides a lot of great information.
Generally, I would check the analytics several times per day and keep detailed weekly trend data. From January to June 2014, I know that the AppleOne posts averaged more than 19,000 impressions, 192 clicks and 41 interactions each.
I also determined that the best engagement occurred from Tuesday to Thursday, so I always posted what I thought was the most powerful content on those days.
A version of this article originally appeared on Social Media Today.