How to Use LinkedIn Company Pages to Grow Your Business

Welcome to all of this week's new subscribers to The Link Tank?? newsletter; my newsletter always focuses on the practical: Real, implementable strategies to increase your LinkedIn ROI,?sometimes focusing on the what but?always?focusing on the how.

As someone who daily navigates the complexities of building a business profile on LinkedIn both for myself and for our clients, I understand the challenges and opportunities this platform presents.

Back in 2027, when I first started managing a LinkedIn company page, I was overwhelmed by the multitude of features and strategies available. However, through trial and error, I discovered the immense potential LinkedIn holds for engaging with a professional audience and fostering business growth.

Statistics support this potential—companies that post weekly on LinkedIn see a 2x higher engagement rate than those that post less frequently. This shows that consistent, quality content can significantly enhance your brand's visibility and credibility.

In this newsletter, I will delve into practical tips and strategies on how to effectively build and use LinkedIn company pages to grow your business, drawing from personal experiences and proven tactics. Whether you’re new to LinkedIn or looking to refine your approach, this guide will provide valuable insights to help you navigate and leverage this professional network to its fullest potential.

Creating an Optimised LinkedIn Business Page

To create an optimised LinkedIn Business Page that effectively represents your brand and attracts your target audience, follow these step-by-step instructions:

Step-by-Step Account Setup

1. Log in to your personal LinkedIn account and click on the "For Business" icon in the top right corner.
2. Select "Create a Company Page" from the dropdown menu.
3. Choose the appropriate page type for your business (Small Business, Medium to Large Business, Showcase Page*, or Educational Institution).
4. Fill in your company name, website URL, and industry. Ensure that your company name is accurate and consistent with your branding.
5. Provide a brief description of your business, focusing on your unique value proposition and the services or products you offer.
6. Add your company size and type, as well as the year it was founded.

*These are for organisations that want prefer to have separate business divisions to have their own sub-pages that link back to the main Page. The Link Tank is an example of this.

Profile Picture and Logo Tips

1. Upload a high-quality profile picture that represents your brand, such as your company logo. The recommended size for the profile picture is 300 x 300 pixels.
2. Ensure that your logo is clear, well-centered, and easily recognisable. Avoid using images with text or busy backgrounds.
3. If you have a square logo, you can upload it as a 60 x 60-pixel image, which will be displayed as your company's icon throughout LinkedIn.

Creating a Strong Tagline

1. Craft a compelling tagline that succinctly describes your business and its unique value proposition. Keep it concise, as you have a limit of 120 characters.
2. Use keywords relevant to your industry and target audience to improve your page's visibility in search results - SEO is important!
3. Avoid using generic or vague language. Instead, focus on the specific benefits and solutions your company provides.
4. Consider using action-oriented language that encourages visitors to engage with your page, such as "Discover," "Learn," or "Join."

These steps will make it easier for potential customers and partners to find and engage with your brand.

Utilising Featured Posts for Maximum Engagement

Strategically utilising featured posts on a LinkedIn business page is crucial to maximising engagement. Featured posts allow businesses to highlight their most important content, ensuring that it receives the attention it deserves from page visitors.

Selecting Posts to Feature

When choosing posts to feature, consider the following criteria:

1. Relevance: Select posts that align with your business objectives and resonate with your target audience.
2. Engagement: Identify posts that have already garnered significant engagement, such as likes, comments, and shares.
3. Timeliness: Prioritise recent posts that showcase your business's current initiatives, products, or services.
4. Variety: Include a mix of content types, such as articles, videos, and images, to keep your featured section diverse and engaging.

Benefits of Featured Posts for Visibility

Featuring posts on your LinkedIn business page offers several benefits for visibility:

1. Prominence: Featured posts appear at the top of your page, ensuring that visitors see your most important content first.
2. Increased Exposure: By showcasing your best content, featured posts can attract more views, likes, and shares, expanding your reach on the platform.
3. Thought Leadership: Highlighting informative and insightful posts positions your business as a thought leader in your industry.
4. Call-to-Action: Featured posts can drive traffic to your website or encourage visitors to take specific actions, such as signing up for a newsletter or attending an event.

Should you Upgrade to a Premium Company Page?

To further enhance the effectiveness of featured posts and access additional features, businesses can consider upgrading to a Premium Company Page. Some of the new features available with a Premium Company Page include:

1. Custom Call-to-Action Button: Drive visitors to take specific actions, such as visiting your website or booking an appointment.
2. Page Visitor Analytics: Gain insights into who is visiting your page and tailor your content accordingly.
3. Auto-Invite Engaged Members: Automatically invite members who engage with your content to follow your page, growing your audience.

Custom Testimonials: Showcase client testimonials to build trust and credibility

This is an example of a Premium Company Page:

By leveraging these premium features alongside strategically featured posts, businesses can create a compelling and engaging presence on their LinkedIn business page, ultimately driving greater visibility, thought leadership, and lead generation.

Is it worth it?

In month one of subscribing all our statistics followed a positive trend:

Managing and Engaging with Followers

As a LinkedIn business page administrator, effectively managing and engaging with your followers is crucial for building a strong community and fostering meaningful relationships. By leveraging LinkedIn's built-in features and implementing strategic practices, you can maximise the impact of your business page and drive engagement.

Inviting Connections to Follow Your Page

One effective way to grow your follower base is by inviting your first-degree connections to follow your business page. LinkedIn allows super and content admins to send invitations to their connections, encouraging them to stay updated with your company's updates and content.

To invite connections, follow these steps:

1. Navigate to your LinkedIn business page and click on the "Analytics" tab in the left menu.
2. Scroll down to the "Grow your followers" section and click on the "Invite connections" button.
3. Search for specific connections using the "Search by name" field or apply filters to refine your search.
4. Select the connections you wish to invite from the populated list.
5. Click on the "Invite" button to send the invitations.

It's important to be strategic when inviting connections, targeting those who are likely to be interested in your business and the content you share.

Tracking Employee and Follower Activity

Monitoring employee and follower activity on your LinkedIn business page provides valuable insights into engagement levels and helps you identify opportunities for improvement. LinkedIn offers analytics tools that allow you to track various metrics, such as:

Follower Growth: Track the number of new followers gained over time and identify trends.

Engagement Rate: Measure the percentage of followers who interact with your posts through likes, comments, and shares.

Employee Advocacy: Monitor how your employees engage with and share your company's content.

By regularly reviewing these metrics, you can gauge the effectiveness of your content strategy and make data-driven decisions to optimize your approach.

Using LinkedIn's Messaging Features for Business Communication

LinkedIn's messaging features provide a powerful tool for direct communication with your followers and potential customers. Here are a few ways to leverage LinkedIn's messaging for business communication:

1. Respond to Comments and Messages: Actively engage with your followers by promptly responding to comments on your posts and direct messages. Show appreciation for their engagement and provide valuable insights or assistance when appropriate.
2. Utilise LinkedIn's Sponsored Messaging: Consider using LinkedIn's sponsored messaging feature to reach a broader audience beyond your immediate follower base. This allows you to deliver targeted messages to LinkedIn members who fit your ideal customer profile. It is costly compared to, for example, Facebook ads, but has its merits if you are prepared to invest. I would suggest engaging an ads expert, such as AJ Wilcox before investing. (No affiliation, pure recommendation).

By consistently engaging with your followers through LinkedIn's messaging features, you can build trust, establish thought leadership, and nurture relationships that can lead to business opportunities.

Leveraging Analytical Tools

Leveraging LinkedIn's built-in analytical tools is essential for measuring the success of a business page and making data-driven decisions to optimise its performance. These tools provide valuable insights into competitor activity, newsletter performance, and content engagement metrics, allowing businesses to refine their strategies and maximise their impact on the platform.

Case Study:

Let's look at Jabra as a recent case study:

Jabra's Success with LinkedIn Analytics

Background: Jabra, a leading audio engineering company, effectively used LinkedIn's analytical tools to enhance their Account-Based Marketing (ABM) strategy. Over the past three years, they targeted IT decision-makers and employees at over 100 top global accounts through Sponsored Content and Message Ads.

Strategy: Jabra focused on using LinkedIn's precise targeting capabilities to reach their audience. By analysing engagement metrics such as click-through rates (CTR), impressions, and organic shares, they fine-tuned their content to resonate with their target audience. This included personalised Sponsored Content, which directly addressed LinkedIn employees, leveraging the irony to create a positive response.

Results:

• Achieved a CTR of 1.58% for their employee programme registration pages.
• Generated 53,200 impressions from targeting 15,000 LinkedIn employees.
• Benefited from positive word of mouth, driven by extensive comments and organic sharing of posts.

This case study illustrates how using LinkedIn's analytical tools can provide valuable insights to optimise content and targeting strategies, ultimately enhancing engagement and achieving business objectives

Using Competitor Analytics

LinkedIn's Competitor Analytics feature enables businesses to benchmark their performance against similar companies in their industry. By analysing key metrics such as follower growth, engagement rate, and content performance, businesses can identify areas where they excel and where they need to improve.

To access Competitor Analytics:

1. Navigate to the "Analytics" tab on your LinkedIn business page.
2. Click on the "Competitors" section in the left-hand menu.
3. Add up to nine competitors by searching for their company names or LinkedIn URLs.
4. Review the comparative data, including total followers, follower growth rate, and average engagement rate.

By regularly monitoring competitor activity, businesses can stay ahead of industry trends, identify best practices, and adapt their strategies accordingly.

Gauging Newsletter Performance

LinkedIn's Newsletter feature allows businesses to publish long-form content directly to their followers' inboxes, fostering deeper engagement and thought leadership. The platform's analytics tools provide valuable insights into newsletter performance, including:

I hope that you are gaining value from this newsletter so far - Our clients and I have experienced direct conversions from Newsletter publications, so it's a feature that I would highly recommend.

Have you subscribed to The Link Tank yet?

By analysing these metrics, businesses can determine the effectiveness of their newsletter content, subject lines, and sending frequency. This data can inform content planning and help businesses optimize their newsletter strategy for maximum impact.

Understanding Content Engagement Metrics

LinkedIn's analytics tools provide a wealth of data on content engagement, allowing businesses to understand how their posts perform and what resonates with their audience. Key metrics to monitor include:

1. Impressions: The number of times your content is displayed on LinkedIn, regardless of whether users interact with it.
2. Reactions: The total number of likes, comments, and shares your content receives.
3. Engagement Rate: The percentage of impressions that result in interactions (reactions, comments, shares, and clicks).
4. Click-Through Rate: The percentage of impressions that result in users clicking on links within your content.

By regularly reviewing these metrics, businesses can identify top-performing content types, optimise their posting schedule, and tailor their content strategy to maximise engagement and drive lead generation.

Leveraging LinkedIn's analytical tools is crucial for businesses looking to make the most of their LinkedIn business page in 2024. By using competitor analytics, gauging newsletter performance, and understanding content engagement metrics, businesses can refine their strategies, establish thought leadership, and ultimately achieve their marketing goals on the platform.

Advanced Strategies for Marketing Success

To maximise the impact of your LinkedIn business page in 2024, consider implementing these advanced strategies:

Implementing AI-Powered Post Prompts

Before we dismiss AI as responsible for the destruction of human creatively, I would advise to leverage AI-powered tools like ChatGPT to generate engaging post prompts tailored to your target audience. These prompts can help you create compelling content that resonates with your followers and drives engagement. Some effective AI-generated prompts include:

1. Industry-specific insights and trends
2. Thought-provoking questions to spark discussions
3. Inspirational quotes related to your niche
4. Tips and best practices for your target audience

By utilising AI-powered prompts, you can save time and ensure a steady stream of relevant content for your LinkedIn business page. We are interested in giving value in a time-efficient and cost-effective way. Are you too?

Best Practices for Scheduling and Boosting Posts

To maximise the reach and engagement of your LinkedIn posts, follow these best practices:

By strategically scheduling and boosting your posts, you can effectively increase your LinkedIn business page's visibility and engagement.

Effective Use of PDF Posts and Live Events

Two powerful features to leverage on your LinkedIn business page are PDF posts and Live Events.

For PDF posts:

1. Create visually appealing and informative PDFs that provide value to your target audience.
2. Use PDFs to share in-depth guides, case studies, or industry reports.
3. Optimise your PDFs for mobile viewing and ensure they are easily readable.

We produce free weekly "How To" LinkedIn guides and resources, which you can also find in our bank of resources here.

Regarding Live Events:

1. Host live events to showcase your expertise, launch products, or provide valuable training.
2. Promote your live events in advance to generate interest and attract attendees.
3. Engage with your audience during the live event by answering questions and encouraging participation.
4. Repurpose your live event content into smaller, shareable clips for future posts.

Live is also quite simply a lot of fun!

By effectively utilising PDF posts and Live Events, you can establish your LinkedIn business page as a go-to resource in your industry and foster a highly engaged community.

By implementing these advanced strategies, your LinkedIn business page can become a powerful tool for driving engagement, generating leads, and establishing your brand as a thought leader in your industry.

FAQs

What are the latest updates on LinkedIn for 2024? As of February 2024, LinkedIn In has introduced the B2B Sales Playbook, which provides vital data for users. Keep up to date with LinkedIn changes by subscribing to our newsletter here: https://www.trevisanconsulting.com/#subscribe

How does LinkedIn's algorithm function in 2024? The algorithm prioritises content based on its relevance, the number of views it receives, and user engagement. It evaluates the appropriateness of the topic for your audience, the language used, and whether the content offers professional insights or advice.

What are effective strategies for growing your presence on LinkedIn? There are too many to mention in a paragraph, but to enhance your LinkedIn profile in 2024, start with selecting an appropriate profile picture. Add a background photo, craft a headline that extends beyond your job title, and record your name pronunciation. Transform your summary into a narrative, avoid overused buzzwords, expand your network, and list your pertinent skills. Have your profile professionally optimised - it's worth investing in yourself :)

How can you create a LinkedIn company page? See above. To set up a company page, click the Business icon at the upper-right corner of your LinkedIn homepage, then select "Create a Company Page." You will need to provide your Page identity, details about your Company or Institution, and your Profile details.

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