6 Tips For A Better LinkedIn Company Page

6 Tips For A Better LinkedIn Company PageLinkedIn Company Pages are a great way to brand your business, and share key content, information and updates with a 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 at their option.  When you post great content to your Company Page, your followers engage with the updates and share it with their networks which amplifies your reach and serves to build your following even more.    People who follow your Company Page tend to be very ‘sticky’ too.  In fact, statistics have shown that:

64% of followers will follow your company forever.

However, most companies fail to take advantage of the full value of Company Pages.   This article provides you with 6 tips to unleash the potential of your Company Page, and make it more attractive and useful to your followers.  By taking advantage of these suggestions, you can begin building and enhancing high value relationships with your LinkedIn followers.

What Do I Know About LinkedIn Company Pages

I managed the AppleOne LinkedIn Company Page from January 2012 to June 2014, and this page was named one of the 10 Best LinkedIn Company Pages of 2013. Under my stewardship, the number of followers grew by more than 7x to over 28,000. In addition, the page was averaging 100,000 impressions per week and was on target to hit 5 million impressions for 2014 when I moved to another position.  I was constantly testing new approaches and ways to build engagement, and the tips outlined in this article are based on my direct experience.

10 Best LinkedIn Company Pages of 2013

 Click here to read the blog post on the top LinkedIn Company Pages for 2013

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. My best practice suggestion is to post status updates on a daily basis 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 may post several times per day, but beware that you do reach a saturation point point of sharing too many updates.

2. Post Interesting Content

Be Useful, Educational and InterestingIt is important to post interesting content that followers will find useful for their every day job or career, or that educates or entertains them in some way. You do not want every message on your Company Page to advertise your products or services because that would only serve to 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 use Feedly’s RSS feeder to keep track of more than 75 different blog and news feeds. I scanned the headlines on a daily basis, and select the top 12 articles to post on two different Twitter accounts. From this subset, I selected the best articles to share on the LinkedIn Company Page.

3. Write A Catchy Headline or Intro

The headline is the most important part of any writing.Readers are bombarded by countless messages every day so your posts need to quickly grab the reader’s attention from among all of the content they are seeing on all of their social networks or information sources. 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 is Hootsuite’s ow.ly URL shortener, and there are several other options to chose from as well).

4. Upload Your Own Image

People Like Bigger Images

By default, if you paste a URL into a status update, LinkedIn will suggest a clickable postage stamp-sized photo from an image at that page. Alternatively, I have found that it is far better to upload my own image which usually with the content’s title superimposed over the picture. Sometimes I use an image from the actual article or other times, I create my own using Canva. An uploaded image will be about 350×210 pixels compared to the standard 180×110 pixels which is a difference of nearly 4x. In an experiment I conducted this year, we were able to gain 87% more Impressions, 132% more Clicks and 39% more Interactions on identical posts.

Click here to read the blog post on how to use larger images to get more from your LinkedIn Company Page

5. Emplower Your Employees

Follow. Like. Share.Most companies are still struggling with empowering their employees to engage regularly with their LinkedIn company page. At AppleOne, we had over 1,500 employees on LinkedIn, but only a small percentage were engaging with our content. We averaged 41 interactions on our status updates during the first 6 months of 2014 which would be less than 3% engagement per post assuming all of the interactions are from employees. Companies need to do a better job of explaining to employees that they are an essential part of the marketing team and highlight how critical their participation is to 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 Your Statistics

Follow the Numbers

It is always important to monitor your results to see what is working and what is not working, and then 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 I kept very 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.

Slideshare Version

Here is the Slideshare version of this post if you want to save it or download it for later use.

6 Tips For A Better LinkedIn Company Page — #SMSecrets

The Upload Campaign on the Slideshare blog for February is Social Media Secrets (#SMSecrets).

The purpose of the campaign addresses the issues of how do you use social media to stand out from the rest of the crowd?  What’s the best way to gain followers, start a conversation, and streamline it all, whether you’re representing a company or your own personal brand?

I just uploaded my submission for the month which is titled, “6 Tips for a Better LinkedIn Company Page” and also embedded it below. You can view the rest of the #SMSecrets uploads on Slideshare.

Do You Want A Top 10 LinkedIn Company Page?

If this is not one of your organization’s social media goals, it should be. Here are my two steps to propel your company into the stratosphere of a Top 10 LinkedIn Company Page.

Step 1 – Hire me

Due to inexplicable circumstances beyond my control, I recently became a “free agent” just 6 months after the LinkedIn Company Page I managed was selected as a Top 10 Company Page for 2013. It is a little like Los Angeles Dodger pitcher Clayton Kershaw getting his contract release after earning a couple of Cy Young awards and chucking a no hitter. Well, it’s almost like that from a social media perspective.

Just think, there are only ten social media strategists who can boast the claim to managing a Top 10 LinkedIn Company Page in 2013, and one of them is currently available to help your company achieve this lofty, yet worthwhile goal!

What do I know about Company Pages? Over the last 2 1/2 years, I have learned a lot about LinkedIn Company Pages and have definitely earned my cred. I grew the followers for the AppleOne Company Page from just under 4,000 followers to over 28,000 – a 7x increase during the period. In addition, I have been posting daily status updates for nearly 2 years (which works out to way more than 500 posts in total) and the Company Page is regularly receiving over 100,000 impressions per week which means the Page is on track to record over 5 million impressions for the year.

Why is a LinkedIn Company Page so important? LinkedIn is the last professional social media property where brands can still generate strong organic traffic and visibility for free. I have also been managing a Facebook Company Page and have watched as organic traffic on that site has fall to almost nothing. On the other hand, LinkedIn is a captive audience for professionals and most companies have not taken full advantage of the Company Page capabilities. “Smart’ companies are starting to realize that content really is king and that regularly providing their followers with fresh and interesting content builds strong brand awareness while providing a valuable service.

Step 2 – Or Follow My 6 LinkedIn Company Page Tips

Here are my 6 tips for pushing your LinkedIn Company Page into the realm of a Top 10 property:

  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. My best practice suggestion is to post at least daily which means you will need five great posts each week to drive traffic.
  2. Post interesting content – you do not want every message on your Company Page to advertise your products or services because that would only serve to annoy or turn off your followers. Instead, it is important to post interesting content that followers will find useful for their every day job or career, or that educates or entertains them in some way. For instance, out of five weekly Company Page posts, only two of the posts would be a link back to the company blog. For the rest of the Company Page content, I use Feedly’s RSS feeder to keep track of more than 75 different blog and news feeds. I scan the headlines on a daily basis, and select the top 12 articles to post on two different Twitter accounts. From this subset, I select the best articles to share on the LinkedIn Company Page.
  3. Write a catchy headline or intro – readers are bombarded by countless messages every day so your posts need to quickly grab the reader’s attention from among all of the content they are seeing on all of their social networks or information sources. 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 is Hootsuite’s ow.ly URL shortener, and there are several other options to chose from as well).
  4. Upload your own image – this is one of the most important tips to really power your engagement. By default, if you paste a URL into a status update, LinkedIn will suggest a clickable postage stamp-sized photo from an image at that page. Alternatively, I have found that it is far better to upload my own image which usually with the content’s title superimposed over the picture. Sometimes I use an image from the actual article or other times, I create my own using Canva (my new favorite personal design tool). An uploaded image will be about 350×210 pixels compared to the standard 180×110 postage stamp picture which is a difference of nearly 4x. In an experiment I conducted recently, we were able to gain 87% more Impressions, 132% more Clicks and 39% more Interactions on identical posts. I will publish a follow-up LinkedIn post with more details on this tip.
  5. Empower your employees – most companies are still struggling with empowering their employees to engage regularly with their LinkedIn company page. At my former company, we had over 1,500 employees on LinkedIn, but only a small percentage were engaging with our content. We averaged only 41 interactions on our status updates over the last 6 months which would be less than 3% engagement per post assuming all of the interactions are from employees (which probably skews this quick statistic on the high side). When a company can get their employees to recognize that they are essential part of the marketing team and that it is critical to the company’s success for everyone to regularly participate in doing their share to share and promote the posts, I could easily see this ratio pushed into the 10 to 20% range which could easily double or triple the reach of the Company Page.
  6. Monitor your statistics – it is also important to monitor the Company Page analytics to see what’s working and what is not working, and then adjust accordingly. I would check the Analytics several times per day and I also kept very detailed weekly records. Over the last six months, I know that our posts averaged more than 19,000 Impressions, 192 Clicks and 41 Interactions. I also determined that my best engagement occurred from Tuesday to Thursday, so I always saved my best content for those days.

I trust that you will be able to use these tips to propel your Company Page to the next level – or you could just hire me and we can enjoy the journey together!

________________________

I am Social Media and Digital Marketing Strategist experienced in both B2B and B2C arenas, and have proven expertise in multiple industries. My many achievements include: creating social media and digital marketing strategies, managing social media properties on a daily basis, curating content and writing blog posts, developing training materials and instructing associates on best practices, engaging with customers and prospects, and evangelizing stakeholders. I was fortunate enough to be involved in Social Media since the early days and I was the 82,754th person to join LinkedIn in December 2003.

Contact me by email via thumbarger @ yahoo.com or check out my blog or LinkedIn Profile for more information on how I can help your company achieve your social media goals and objectives.

AppleOne is a 2013 Best LinkedIn Company Page

10 Best LinkedIn Company Pages of 2013

Every year, LinkedIn recognizes the 10 best LinkedIn Company Pages, and the AppleOne Employment Services page was selected as one of the 2013 best pages.

I have been managing this page since March 2012 and in that time, we have grown the page from 4,000 Followers to over 21,000 Followers – an increase of 525%.  I am adding status updates on a daily basis and we average over 275,000 impressions per month.

Other companies receiving this honor in 2013 include:  Adobe, Commonwealth Bank, Dell, Four Seasons, HubSpot, Kellogg, Marketplace Home Mortgage, Mashable and NPR.

Is your company maximizing your LinkedIn Company Page?  You can view all 10 Best LinkedIn Company Pages along with tips for ramping up your own Company Page in the Slideshare below from the LinkedIn Blog: