Your LinkedIn Company Page plays a major role in the reputation and visibility of your brand. It is where your audience gets to know your identity; it’s also where audience interaction takes place. The good news is, you can even optimize the use of your LinkedIn Company Page. Instead of just utilizing it as a mere ‘About Us’ page, you can dig deeper to find its real importance. There are ways to use your LinkedIn Company Page as a powerful marketing tool to attract your audience, build a strong leadership prestige, and unfurl your brand awareness.
To begin with, here are the most basic steps you can do for your LinkedIn Company Page revamp:
- Regularly share new content at least 3-4 times a week
- Throw mind boggling questions that entices your audience to leave comments
- Be consistent in interacting with your audience through comment responses
- Make sure your updates target your audience to come up with a themed feed
If you still don’t have your own LinkedIn Company Page, now is the time to do so. Once you have built your own, here are the 5 most helpful ways to keep your page dynamic:
Add Visually Appealing Media
“We’re moving from a text-based communication style to one that is almost completely visual,” HLN’s Lila King said at CES 2016. While this doesn’t necessarily mean that we must now completely forget the alphabet, it is true that images and videos are more attention-grabbing than the well crafted phrases.
High quality images and enthralling videos are called rich media; this, too are prime keys to honing your LinkedIn Company Page. One great example is what Microsoft uses: they have embedded videos on their Skype for Business page that readers can watch without needing to leave the site.
Using professional-looking images will as well enhance the appeal of your page. Add only non-stock, high quality photos for your updates and it will make your page more visually compelling. The most ideal image size you can use for Sponsored Content and organic updates is 1200×627. You can find numerous non-stock images in the web, which you can utilize for your page. You can also use your personal files from your photo shoot, or use online tools to create your own high quality graphics, such as Canva and Pixlr.
Customizing your LinkedIn banners is also an effective way to improve your site’s visual appeal. Change your banner at least every 6 months to keep your company page captivating. Your Linkedin banner doesn’t only give perks to your site’s aesthetics. It can also be an extension of your brand. You can feature your different teams through your banner, promote an event, advertise a new product or a new campaign.
Create Short and Sweet Updates
Keep in mind that you only have a few seconds to convince your audience to click on your update. So keep your updates short, sweet, and spicy. Tell the audience about the juice, and why they would want it. Use as few characters as possible. 150 characters are the most ideal to lure them into knowing more.
The best trick to add spice is to ask thought-provoking questions. You can also make use of controversies. Making your updates a little personal may as well grab more attention. One great example for this is an update from HubSpot, “Only 3% of us trust salespeople and marketers. Here’s how to rise above.”
Clearly, this 140-character update compels the audience to know more, as it opens up a problem and provides a solution. Such updates have a target market, and readers know what they can expect in the content. Just make sure the content fulfills its promise, and its image fits, then it will likely get clicks and even shares.
Lean on the 4:1:1 rule
Not everyone is familiar with the 4:1:1 rule, but if you’re a marketer, you have probably heard about it. The 4:1:1 has nothing fancy. It’s simple — it just means that for every personal (or organizational) update you share, you must share an update from another source, and four more content from other sites.
4:1:1 rule will keep your audience engaged to your Linkedin Company page. Applying this rule will attend to their needs, thus resulting to you a good flow of traffic to your page. To keep adhered to this rule, remember that every time you post an update from your own company blog, share multiple valuable posts that you acquired from other sources.
Insert Tracking Codes to Your Updates
Your company page comes with tools that can measure the activities of each post. Such tools can provide the analytics of the post’s level of interaction and reach. Though these options are helpful for activity monitoring, you can get better and more detailed statistics with the use of tracking links.
By inserting tracking codes at the end of your links, you can improve the attribution of traffic to your site. The tracking links will give you an update of where the visitors originated. For example, the AmeriFirst Home Mortgage has detected that their increase of traffic of their site rooted from their Company Page.
Do Not Use Links (every now and then)
It is a general rule for marketers to use links in their posts. Statistics showed that posts with links have higher engagement by 45% than those that do not have. However, it has also been proven that not including links to your posts occasionally can cause an increased response. Sparingly not including links to posts make them stand out. Higher engagements were seen on posts with no links that are mind-boggling and inspirational.
The best examples are from the LinkedIn Marketing Solutions Showcase Page. Every Monday they post updates about quotes with thought-provoking questions and compelling images. These updates received hundreds of likes and responses; generally, a good amount of activities.
Use Your Company Page Wisely and Creatively
Your Linkedin company page can do wonders to your marketing results. Curate it, include a rich media, and highly valuable content, in no time you will see your followers grow. Just give it a dash of creativity, and explore its potentials, and you will have a dynamic and engaging page!