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How to Build the Perfect LinkedIn Company Page

Be honest: when’s the last time you updated your LinkedIn company page?

Although the platform may not seem to be scoring as many headlines as Facebook or Instagram, companies can’t afford to sleep on their LinkedIn presence.

LinkedIn’s rapidly growing user base of nearly 600 million professionals speaks for itself, especially in the B2B space. Beyond being a prime place to share content and flex your industry influence, LinkedIn performs 277% better than Facebook or Twitter for generating visitor-to-lead conversions.

At a glance, running your LinkedIn company page might seem pretty simple.

But growing an engaged following on LinkedIn is apples and oranges compared to any other social network.

And given the platform’s best practices and new slew of business features, there’s perhaps no better time to revisit your LinkedIn presence.

Below we’ve broken down the anatomy of the perfect LinkedIn company page whether you’re looking to optimize your current profile or start from scratch.

Creatives and copy for your LinkedIn company page

First things first: businesses need to cover the basics of their profiles. Although setting up your LinkedIn company page is straightforward, there are some important decisions to make in terms of optimizing your creatives and profile copy.

Choosing a company logo and cover photo

Chances are you already have the creatives on deck for your company logo and cover photo. In addition to your company tagline, this is what users will see “above the fold” when checking out your business.

Unlike Facebook or Twitter where you might use a cover photo of your team, clean and colorful imagery is your best bet on LinkedIn. When in doubt, keep it simple.

Here are some examples of optimized LinkedIn company pages which take different creative approaches to their profiles.

For starters, MailChimp uses a yellow color scheme and a minimalist background that’s on-brand. Nothing fancy, but effective nonetheless.

Drift’s cover photo actually promotes an informational product which is totally fair game on LinkedIn. This tactic shows off their expertise and also serves as a call-to-action for anyone who lands on their page.

Meanwhile, Zapier uses their cover photo to hype up the fact that they’re hiring. This makes perfect sense given that LinkedIn is top spot to recruit talent. Unlike the two previous examples, Zapier uses a text-only version of their logo.

The approach you take to your creatives is totally up to you, though we recommend coming up with a cover photo that’s exclusive to LinkedIn for the sake of giving your profile some flavor.

And just as a refresher, here are the social media image sizes to remember for your LinkedIn company page.

  • Company logo (300 x 300 pixels)
  • Square logo (60 x 60 pixels)
  • Company cover image (1536 x 768)

Filling out your LinkedIn profile

Any given LinkedIn company page contains a series of subsections. Businesses should ideally fill all of these sections out 100%, with the exception of the “Jobs” section if you aren’t hiring.

About

This section highlights your company’s basic information, including a brief “About” blurb and a place to list industry-specific keywords in the “Specialties” field. The information here is more akin to a Facebook “About” section versus a stylized Twitter or Instagram bio.

Life

The “Life” section is an opportunity to show off your company culture. Here you can highlight your company’s values, provide a snapshot of your workers’ day-to-day lives and explain what separates you from other companies in your space.

Jobs

If you’re hiring via LinkedIn, this section will aggregate and house your job listings.

People

The “People” tab will populate based on which workers have your company listed as their employer. There’s also a brief demographic breakdown based on your employees’ location, education, roles and skills. This section is valuable for potential prospects and people interested in reaching out to your company.

Coming up with an effective LinkedIn content strategy

LinkedIn is a unique beast when it comes to your content strategy.

How so? Well, consider how your LinkedIn company page needs to simultaneously speak to totally different audiences.

Current customers and prospective ones? Check.

Employees and recruits? Double-check.

Industry players and competitors who want to watch your latest moves? Yep, they’re checking you out, too.

Part of the beauty of LinkedIn is the freedom companies have in terms of what they can post, though. Here’s a breakdown of some of the most common types of content we see on LinkedIn pages for business:

Question-based content

Picking your followers’ brains is a smart move to encourage likes and comments on LinkedIn. Oddly enough, text-based posts can actually stand out on LinkedIn in a sea of articles and external links.

Articles and industry-specific posts

Unlike other social networks where posting article after article might be looked down upon, doing so is embraced on LinkedIn.

There’s no better place to drop your latest link, granted you couple it with a meaningful caption. Here’s a good example of a conversational caption from Hubspot that eventually leads readers to click through to a new blog post.

Resources and case studies

Considering that 80% of B2B leads come from LinkedIn, publishing your company’s resources, freebies and lead magnets is a no brainer. This does double-duty of signaling your influence within your industry while also serving as a helping hand to your followers.

Event coverage

Attending an event or conference? Take your LinkedIn followers along for the ride. This sort of behind-the-scenes content is authentic, easy to create and is a welcome change from solely promotional posts.

Employee showcases

Recognizing your employees on LinkedIn allows you to show off the human side of your business. This example of employee recognition from Lemonade managed to score great engagement while also highlighting their company values.

Culture-centric content

Again, not everything on your LinkedIn company page needs to be promotional. Whether it’s off-the-cuff office content or examples of your company giving back, anything that shows off your company’s culture is a big plus. Doing so is powerful for positioning and making an emotional impact on your followers.

Best practices to maximize your LinkedIn engagement

Now that you have an idea of how to fill out your LinkedIn company profile and what to post, it’s time to think about how you’re going to maximize your profile’s reach.

Want more followers? Looking to attract the attention of industry players and influencers? Here’s how you do it.

Get your employees involved

Okay, this is the big one.

Employee advocacy is the absolute best way to grow your LinkedIn presence and exponentially increase your content’s reach.

Think about it. When you restrict your company content to your company page, you’re only being seen by your current crop of followers.

But let’s say you have a few dozen employees with a couple hundred followers each. Even if there’s some overlap between your page followers and theirs, this enables your posts to be seen by thousands who’d otherwise miss out on them.

Rather than manually have employees post company content, platforms such as Bambu allow companies to curate and amplify social content within a single platform. This encourages a uniform approach to sharing content that ensures that as many eyes are on your company as possible.

Prioritize video content

Video content is quickly taking over social media itself and LinkedIn is no different.

LinkedIn released its video capabilities in 2017 and has been stressing the importance of video ever since. It’s no surprise that video content is among the most popular and LinkedIn and appears to be prioritized by the platform’s algorithm.

From educational video to company commercials, companies should step up their video production ASAP in an effort to stand out on the platform.

Come up with a consistent content calendar

Consistency counts with just about any social network.

Based on our data regarding the best times to post on social media, engagement appears to shift between mornings toward the late-afternoon throughout the workweek. Typically we see most companies post at least once daily, although we encourage businesses to experiment with frequency.

Having an understanding of your timing and frequency can help you put together a comprehensive content calendar specific to LinkedIn. With the help of Sprout, you can then publish directly to your LinkedIn company page and schedule your content alongside your other social profiles.

Understand your analytics

According to Sprout’s 2018 Social Index, audience insights and data-driven strategy should be the top priority of any company looking to thrive on LinkedIn.

In other words, you need robust analytics.

What posts are your top performers? When are you scoring the most shares and followers?

Although the platform has adequate native reporting, a third-party reporting solution like the one we offer at Sprout can dig even deeper into your LinkedIn analytics.

For example, Sprout is capable of tracking impressions, engagements and clicks to clue you in on what’s working and what’s not. Based on these numbers, you can fine-tune your LinkedIn presence accordingly.

And with that, we wrap up our guide!

Does your Linkedin company page look like a million bucks?

Growing on LinkedIn is truly a one-of-a-kind endeavor versus any other social network.

As a result, you need to know exactly how to properly run your company page.

From creatives and content to understanding your company data, these pointers can put you on the right path toward building a more engaging profile.

We want to hear from you, though. What has your company’s experience been like on LinkedIn? Are you experiencing more engagement than usual these days? Let us know in the comments below!

This post How to Build the Perfect LinkedIn Company Page originally appeared on Sprout Social.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

Check Also

The Community Imperative: Engaging in Conversations Rather Than Disseminating Information

Building Online Communities in B2B

Building Online Communities in B2B

What does effective marketing engagement look like?

In the common model we see today, it’s something like this: Brands push out relevant messaging, hoping to compel a response or interaction that leads to a conversation (and maybe ultimately a conversion). This can be anything from a comment on a social media post to a chat window initiation.

Nothing wrong with that. These back-and-forths between brands and individuals are important ingredients toward building trust and loyalty. The problem is that, as a sole method for driving engagement, the cast-and-wait approach is too dependent on explicit triggers to spark these interactions.  

Devising and creating content that drives targeted engagement is hard work. It’s worthwhile, but hard, and sometimes even well conceived plans miss the mark. What if you were able to develop a self-driven engagement engine, which fostered strategic conversations built awareness among your most valuable customers and prospects?

Enter: Communities.

Why Communities Matter to Digital Marketers

In his seminal book, Tribes: We Need You to Lead Us, Seth Godin writes about turning scattered groups of followers into a unified “tribe,” which he defines as “a group of people connected to one another, connected to a leader, and connected to an idea.”

Human beings have long gravitated toward these communal experiences, elevating the collective power of their interests, beliefs, or passions. According to Godin, a group needs two things to become a tribe:

  1. A shared idea
  2. A way to communicate

The internet has taken care of No. 2, making it easy for strangers around the globe to come together via message boards, social media, subreddits, etc. So really it’s about identifying that mutual idea, or focal point, and taking the lead in rallying people around it.

Coordinating Communities for B2B Marketing

It’s not uncommon for tribes to form around a B2C product or service. For example, my fiancée follows several social media groups dedicated to Oreo cookies. People in these communities share updates about new flavors, and where they can be found. Other examples of strong brand communities include Sephora, LEGO, and Starbucks.

In the B2B space, this is more challenging. People aren’t generally drawn to, say, cybersecurity software in the same way they are to their favorite coffee or cosmetics brand. But that’s not to say there isn’t a deep level of passion for cybersecurity — it’s a prevalent issue throughout our society, and one that many professionals spend their entire days thinking about. The key lies in hitting the right resonant note and facilitating connections.

In the case of cybersecurity specialists, we have to ask: What questions burn in their minds? Which elements of the subject excite or agitate them? Where do discussions among hardcore followers tend to center? This type of empathetic mindset should be at the core of our DNA as modern marketers.

Building B2B communities doesn’t always mean trying to create a “brand community” where your company and its offerings are the primary focus; this can be tough to accomplish, and even when you do, you’re unlikely to pull in many members outside of your existing customer base. The more effective approach, from my view, is building communities around interests and commonalities that align directly with what you do.

Pinpointing the ideal focal point for your community requires an acute understanding of the people you serve, derived through copious research. We can apply many of the same tactics for identifying best answer opportunities to arrive at data-driven conclusions about the most avid areas of curiosity for our audiences. If your customers are repeatedly asking the same questions to Google, they probably want to discuss them amongst one another as well.

Where Can You Build Online Communities?

Let’s say you’re interested in starting a community around a certain topic relevant to your brand. Where might go about doing so? Here are some popular options:

  • Facebook Groups: It’s the world’s most popular social media platform and a prevalent hub for connecting around common interests. We wrote recently about the value of Facebook groups for B2B brands. And Facebook’s recently announced redesign will put groups at the center of the experience.
  • LinkedIn Groups: Often a better contextual fit than Facebook for B2B social media groups, as LinkedIn is (of course) structured around professional topics. Last year LinkedIn made its Groups feature more accessible by integrating it into the mobile app.
  • Forum/Message Board: The online message board traces its origins back nearly to the dawn of the internet, when it was called a bulletin board system (BBS). Today, these platforms for organized digital discourse remain prevalent and — when well populated — highly active and engaging. This post from HubSpot offers some step-by-step guidance for launching your community in such a fashion.
  • Microsite: A special section of your website dedicated entirely to allowing your customers and audience members to interact with one another. It might be a message board built within your site, or a more customized setup. Whatever the case, you’ll want to make sure it’s easy to navigate and follow conversation threads.

Benefits of B2B Community-Building

“Community is important because it brings people together. Community keeps people loyal, makes them feel like they matter. It also lets the company show how much they appreciate their customers,” according to Mary Green, a community-building specialist who shared her insights with B2B News Network.

Beyond the overarching loyalty imperative, here are a few other practical advantages to creating an online community:

  • Firsthand audience research. Marketers are always endeavoring to understand what matters most to their audiences. In many cases, this requires considerable guesswork. But by monitoring a community, you can watch conversations play out organically, seeing what impassioned followers talk about and how they talk about it. This can serve as a crucial springboard for your content planning. It might even help inspire new product features or service offerings.
  • User-generated content. “Brands and influencers can make great content, but the phenomenal stuff comes from the discussion. User-generated content is gold,” says Green. I’ve written here in the past about the power of UGC for authenticity, and online communities can be an excellent resource for uncovering it.
  • Finding and cultivating influencers. Within these communities, you’ll frequently see particular experts emerging with strong voices or magnetic insights. These might be candidates to incorporate more deeply into your influencer marketing strategy.

B2B Brands Running Strong Communities

Looking for inspiration? Here are a few companies that set the right example with B2B community-building:

Bank of America

They major national bank created a small business online community, which they describe as “a forum for small business ideas, insider tips, and the industry knowledge you need to help your small business grow.”

As you scroll through the links and discussions within, you’ll find that much of it is unrelated to banking or even financial matters, and that’s just fine. The point is that numerous customers and prospects are coming to BoA’s website to talk shop.

Bank of America Online Community

Intuit

The QuickBooks Community is basically a public knowledge bank where users can help each other solve problems and learn new things. There are product-centric areas for QB troubleshooting, as well as general business discussions. Intuit company reps are also active participants in the community.

QuickBooks Online Community

Jamf

Jamf Nation describes itself as “the largest Apple IT management community in the world.” It’s a perfect example of owning a niche, and mobilizing a community while keeping product promotion on the backburner. Members are welcomed to “Dialog with your fellow IT professionals, gain insight about Apple device deployments, share best practices and bounce ideas off each other.”

Jamf Nation Online Community

Find Your Tribe

As marketing emphasis shifts more and more toward delivering holistic experiences, community-building should be a key consideration for practitioners everywhere, especially in B2B where the opportunity is especially ripe. Herein lies the next frontier of digital engagement.

Want to learn more about B2B brands that are finding more authentic ways to engage? Check out our post: Flipping the B2B Marketing Script: 7 Brands That Talk to Consumers, Not Companies

The post The Community Imperative: Engaging in Conversations Rather Than Disseminating Information appeared first on Online Marketing Blog - TopRank®.

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