How to effectively manage LinkedIn page and profile?

How Optiweb manages a LinkedIn page and profile with over 17,000 followers?

Optiweb recently got 7,000 followers on LinkedIn. It's a number worth mentioning and it definitely deserves applause. As you may already know, Miha and I have teamed up several times to give lectures on the topic of LinkedIn. Miha himself has also built a loyal community of around 10,000 followers.?

I am convinced that many of you can learn a lot from the tricks that LinkedIn veterans at Optiweb have already mastered. So I spoke with the team and learned more about the secrets behind their LinkedIn page as well as about how Miha manages the posts on his profile.

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When the entire strategy can be found in a single, advanced spreadsheet

Optiweb’s business page is managed by the company's content team, but it's undoubtedly a project that involves everybody on board. As the company evolved and added new, more technically advanced services, the need to change the communication on LinkedIn also arose.?

While until recently, the main focus was on recruiting new talent, the annual evaluation of Optiweb's LinkedIn page in 2023 made the team realize that there was too much content related to employer branding, especially as Optiweb had already earned recognition as a company with a good working environment.?

So at the beginning of 2023, Optiweb’s digital strategist set a new strategy for managing LinkedIn, with an emphasis on posts that would express their professional knowledge, showcase successful projects, and inform about current news in their field of operation.

Goals were set as follows:

• Approximately 60% of posts will be educational and informative
• 30% of all posts will be related to employer branding
• The remaining 10% of the posts would feature exceptional news, such as awards received, corporate news, etc.

The team monitors their progress in pursuing these goals with the help of an advanced spreadsheet. This ensures they're constantly aware of the topic distribution and can adjust their posting strategy accordingly. Typically, they plan their content only a week in advance to be as relevant as possible, thus staying ahead of the curve.

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Content creation tools for LinkedIn

To promote the company and its services, Optiweb relies on HubSpot, seamlessly integrating social networks with newsletters while also automating marketing processes.

The team mostly create posts in Figma while simpler designs are prepared by copywriters themselves in Canva. They also use AI to assist with drafts and checking final copies.

The visuals in their posts are based on templates, which are regularly refreshed with new texts, icons, or images. They also test different types of content, from images, video content and document posts to purely textual ones. They also regularly monitor post results since they have noticed that the "rules" relating to which posts the algorithm prefers sometimes differ from what Optiweb’s target audience desires. They emphasize that likes are by no means a measure of post success.

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Why teamwork is the backbone of a successful LinkedIn presence

Optiweb’s team believes in delivering high-value content, so the basis for most posts is prepared by experts in the company’s core fields of expertise: digital advertisers, SEO specialists, content specialists, and engineers. Their job? Stay on top of news and interesting topics in their industry, share as much as possible with the creative team, which then assesses the appropriateness of the post based on the target audience and the previously mentioned strategy.?

At Optiweb’s creative department, they say that getting their colleagues from other teams to help them with the post topics isn’t always an easy job. Some employees regularly provide content while with others, one needs to be a bit more persistent. However, they joke that their tactics could be described with the phrase?"You can run, but you can't hide."?

? Operational duties fall on one social media manager and one designer, both working on the LinkedIn page project and spending an average of 15-20 hours per month.

They use this time to create about 8 posts and build the LinkedIn community, including networking and responding to comments and messages.

? What's refreshing is the autonomy they enjoy — barring exceptional cases, there's no need for additional approvals, allowing the team to be agile and responsive, which is a prerequisite for quality social media management.

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LinkedIn advertising - Yes or No?

While Optiweb has experimented with LinkedIn ads in the past (especially when promoting their new services, products, or looking for new staff), their focus has shifted to organic growth. In the case of more important posts, such as those about new job openings, they also boost the post.

LinkedIn advertising? Yes, but thoughtfully, as targeting quality leads can come with a hefty price tag.

Employees are also educated about LinkedIn within working hours, as they have a few working hours dedicated to acquiring knowledge every month. And for those truly passionate about the platform, self-education naturally extends beyond office hours.

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The role of the CEO's personal LinkedIn profile

The success of a company on LinkedIn doesn’t only require regular posts on its business page. It also greatly profits from the online activity of the company’s key personnel. At Optiweb, this is the task of the CEO Miha Lavtar and his leadership team. This is why I also checked how Miha manages his LinkedIn profile.

Connect with Miha on LinkedIn >>

? To organise his posting process, he uses Notion to first write down ideas for posts, then drafts and finalized content. He always checks his texts with a copywriter to ensure everything is grammatically correct. If he includes more complex graphics in a post, a designer helps him with the formatting. And for sensitive topics, Miha seeks input from his trusted colleagues.

Currently, Miha posts 3 times a week, and the process of managing the page takes an average of 15 hours per month. Most of this time is dedicated to generating ideas — they occur to him in various places and at various times, during work or in his spare time.

? Miha says that creating posts expressing his personal opinion is crucial. He is aware that he must personally expose himself more, but on the other hand, such posts then have greater added value. His goal is to share his knowledge and lessons with the community, to help young entrepreneurs with their dilemmas, and at the same time to encourage the expression of different opinions.

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A few points that the team emphasized in our chat have stuck with me:

1. Set a strategy for LinkedIn based on the key information you want to communicate, and regularly monitor if you are following it with your posts.
2. Create posts with purpose, or consider what you want to communicate with your posts.
3. Simplify the design with templates.
4. “Stalk” different pages and profiles on LinkedIn and test the best practices for managing LinkedIn pages and profiles as reported by content creators.
5. Plan posts a week in advance and communicate truly up-to-date news.
6. Dedicate a trusted team to lead the business LinkedIn page and provide them with full? autonomy in their work, while also allowing other employees in the company to contribute content drafts from their fields.
7. Monitor the results and changes in the algorithm.
8. Choose the key personnel in the company who will actively post on their LinkedIn profiles.

Thank you to the team to be so open with me and their strategies. Hopefully, it will give you some ideas and motivation to upgrade your LinkedIn presence.

About?Manca Korelc, the author of?the Power Around LinkedIn Magic?Newsletter:

"When I first started my own business in October 2014, I asked myself a tough question: "How can anybody hire me if nobody even knows I exist?" ?? So I set up my LinkedIn profile and started writing. I jumped out of entrepreneurship a year later but continued creating content. Since October 2017 I have been an entrepreneur again with big results on LinkedIn."

I devoted my career to teaching the magic behind LinkedIn in business. In the last 9+ years, I have conducted more than?615 lectures.

You can read more about me on my website >>

I am the author of ?? LinkedIn by the Book: buy my LinkedIn by the Book

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