Updates for your LinkedIn company pages
LinkedIn company pages let you provide value to your audience while giving them the chance to engage with your business, effectively establishing your credibility as a trusted resource.
A LinkedIn company page is a great way to build your brand and gain exposure for your company and your employer brand. Additionally incorporating a content strategy for sharing content that informs, is interesting and even funny will attract and keep followers. According to LinkedIn, “a whopping 80 percent of LinkedIn members want to connect with companies because those connections provide them opportunities to enhance their professional decision making.”
Update or create your page
Look for the “Edit” button in the upper right of your Company Page. This is where you can create or update your company description, logo, specialties, industry, website, and large header image. Use key words, descriptive language that helps readers understand your vision, purpose, and the value you offer.
LinkedIn company Pages are search (SEO)-friendly. Google shows previews of up to 156 characters of your page text, so be sure your description leads with powerful, keyword-rich sentences. Members can also search for companies by keyword or company name on LinkedIn, so include words and phrases that describe your business, expertise, and industry. I recommend your header image include a contact phone number and any key bullet points that will attract your ideal customer. Unless you are a well-recognized brand you want to be clear about who you are and what you do. Adding some bullet points to that affect in your header image can do the trick.
So how is your content shared? Through the status update box you are able to write text and include a link along with an image. If you are linking to a page online, it will automatically pull a thumb nail image from the article. Ideally if it is an article from your own blog or website, I recommend you create larger custom image to highlight the article. This does require another step, but it is well worth the effort because of how it appears in the newsfeed. In my article Make Your LinkedIn Status Updates Stand Out With Images, you can learn how to match your LinkedIn image to your text and you will see examples of successful images and text posts.
Tips for Good Status Updates
– Be helpful and informative (Don’t make every post a sales pitch)
– Link to your content or other industry content that would useful to your reader
– Use as a customer service feature and answer people’s questions
– Pull back the curtain of your company and share pictures of employees, events and other behind the scenes happenings. This makes your brand more human and people love it.
– Ask departments within your company for any news that you could share
– Post anything that answers the most frequently asked questions that are asked of your company
– Post lists – people seem to like lists especially “How to” do something style of lists
Target Your Posts
Did you know that your posts can be targeted to all the company page followers or you can select a targeted audience. Obviously while you are building your followers you will want to target everyone, but as you build you have the option of targeting by company size, industry, function, seniority, geography and language preference. Additionally you can select employees or non-employees. These targeted features are fantastic in sharing your message with the most relevant followers. LinkedIn tells us that audience size matters and to limit yourself to one or two targeting criteria per update to ensure that your content receives many high-value impressions. Targeting too narrowly limits your reach.
Larger companies can engage different locations, for example use Targeted Updates to let colleagues in regional offices contribute content that speaks directly to your customers or prospects in different areas.
Check Your Analytics
On the top navigation tab next to the Home tab you will see ‘Analytics’
This show you how your status updates are doing. You will see the number of impressions, number of clicks, interactions and any new followers gained from the post along with the percentage of engagement.
If you are posting evergreen content than be sure to re-post the content that has performed well. I typically notice that my posts with the custom images get more engagement, I encourage you to test this theory yourself. The results may certainly encourage you to spend the time to create great images.
You can also post interesting video’s by pasting the You Tube share link. If you can have company video or your could post a training video of some kind. Video is growing in popularity in 2016 as being popular content. Video is also great to mix up other types of content.
LinkedIn reminds us “In any marketing campaign, success depends on your ability to measure performance and use that data to optimize content. LinkedIn’s analytics tools empower you to do just that, ensuring you have the insights you need to strengthen follower relationships. Experimenting with different kinds of content is the best way to improve engagement and amplification.”
Responding to Comments
Be sure that you are always responding to likes and comments because this will encourage people to leave more. It also builds relationship with those who are interested. LinkedIn suggests asking for feedback, your followers will welcome the chance to respond to questions about industry trends, business problems, new products, and more. On average, status updates that contain questions receive almost 50 percent more comments.
(Everything below was the original post)
If you have a company page on LinkedIn and love your “Products & Services” Tab and the “Page Statistics” you will be excited to learn what’s coming down the line very shortly (early 2012). LinkedIn has announced the addition to company pages – “Targeted Updates” and “Follower Statistics”.
Targeted Updates for Your LinkedIn Company Pages
Targeted Updates enable page admins to target their company status updates to specific followers so they can deliver the most relevant content to the most appropriate audiences. Companies can segment by the following variables:
- Company Size
- Job Function
- Including/excluding company employees
How You Can Benefit from Company Pages That Add Follower Statistics
While targeted updates will be displayed only on the LinkedIn homepages of the followers you target, all status updates you publish will be visible to anyone who visits your LinkedIn company page, regardless of whether those visitors were included in the initial targeting criteria.
In addition, 24 hours after you post an update, admins will be able to view post metrics such as number of followers targeted, impressions, clicks, shares, and engagement as well as be able to review that post’s original targeting criteria, as pictured here:
CHECK OUT THIS BRIEF VIDEO EXPLAINING THESE NEW COMPONENTS: