13 Simple Tips to improve your Company Page on LinkedIn

Social media marketing has become one of the most important and must-have strategies for any business. From targeting the audience to gaining leads, social media platforms play a big role. And when it comes to LinkedIn, most people get confused about what to share on LinkedIn and how to manage their company page.

Here are some of the proven tips that help you keep your company page strong and promote your business on LinkedIn to a wide audience.

1. Post External and Internal Content

When you publish content on LinkedIn, make sure your page includes a balance of internal and external content.

Though there are many good practices to achieve this balance, still try to figure it out on your own: experiment, analyze, and determine what works best for you. Take help from the proven strategies, just don’t follow them completely.

2. Use the 4-1-1 Rule to Maintain the right Content Posting Frequency

You might have heard about the 4-1-1 rule when seeking information. This rule states that if you share one content piece about yourself or your business/company, share one update from any other source, and share 4 content pieces written by others.

This way, you can keep your feed centered for your target audience’s needs, not a monotonous place where your page only talks about the company and its business.

In short, for every post, you share about yourself and link to one of your blogs, share 4-5 helpful, valuable posts around the web.

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3. Share the work your Company has done

When you publish a new blog on your company’s website, share it on your LinkedIn profile as well. As discussed above, share both types of posts: generic as well as brand-specific updates. Moreover, while publishing, ensure that the title, image, and description of the blog are proper.

4. Include Rich Media

LinkedIn gives you an opportunity to showcase your services through rich media: images and videos, along with text. It will make you stand out from the competition.

The LinkedIn figures show that posts with images receive 98% more comments.

If you post videos about your services and offerings on YouTube, then try linking those videos from LinkedIn. On other social media platforms, you need to upload the native videos with the autoplay option, whereas on LinkedIn, videos can be played automatically in the users’ news feed, and have the potential to generate 75% higher share rate.

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5. Incorporate LinkedIn Ads

With the LinkedIn ads, you can make your network aware of your professional interests, skills, and associations. It means LinkedIn provides you with an opportunity to reach your specific audience with a laser-focused strategy.

There are multiple self-service advertising solutions of LinkedIn, such as:

1. Sponsored Content:

It will amplify your content, help you reach a wider audience than you could organically, and attract new users to check out your company page.

2. Text Ads:

This type of ad is either CPM or pay-per-click that appear mostly everywhere in LinkedIn, such as the homepage, Group pages, profile pages, search result pages, and so on.

3. Sponsored InMail:

It lets you send personalized messages/ads to the inboxes of LinkedIn Members. These messages will only be delivered when the user is active, which increases the chances of getting noticed.

6. Ask your Employees to connect with your Company Page on LinkedIn

In order to grow your audience on LinkedIn, encourage your employees and colleagues to connect with your company page. As compared to the number of followers on the company page, employees have around 10% more first-degree connections.

Moreover, companies with a solid employee advocacy program are 58% more likely to attract high-quality users and 20% more likely to retain those users.

By adding employees as followers on your company page, you can explore their networks and reach a large user base. Encourage your employees to mention their position at the company in their LinkedIn profile.

7. Take advantage of LinkedIn Groups

Being an active member of 2-3 LinkedIn Groups can help you network with many other businesses and professionals in the same field as yours, especially with those people who are a bit out of reach for you, like those other than your colleagues, employers, and classmates. Participate in a group discussion to attract views to your page.

8. Try Showcase Pages

Showcase pages work like a subdomain of a company page. It will allow you to spotlight specialized areas of your business, such as an ongoing initiative or a particular service you want to showcase.

LinkedIn members have the option to follow multiple spotlight pages if they find something that caught their attention and want to know a specific aspect of your business. At maximum, you can create 10 showcase pages, and if needed, more, you have to submit a request on LinkedIn.

9. Use Multi-language Tools

In order to have customers or retain the existing ones in countries where English isn’t a primary language, it seems a difficult task. But on LinkedIn, you have the option to create a company description in 20 languages.

The description will appear based on the user’s language preferences, i.e., while viewing the network, what language setting they have chosen.

You also have an option to show your company name, updates, and content in different languages. In this way, you can build credibility with the international members of LinkedIn across the globe, showing you work with them, keeping their needs and preferences first.

10. Understand the LinkedIn Algorithm

Most of the social media platforms keep their working algorithm hidden, whereas LinkedIn provides enough information to understand how it works

Here’s how the LinkedIn algorithm works.

LinkedIn has a bot that evaluates the content, whether it is low-quality, spam, or clear. It simply means the quality of your content is important, as you definitely want to rank for a targeted query.

The algorithm also checks how much user engagement your post is getting. Is your post strong enough to get likes, comments, or shares? Are users hiding the post from their feed?

Along with the quality of content, the algorithm also checks for relevancy. While publishing a post, make sure that it is relevant to your targeted audience, and they get engaged with it rather than hiding it.

This algorithm also looks for credibility and spam based on your account and network quality. Hence, it is important that users get engaged with your post.

LinkedIn has human editors who review published content and determine whether it is worth displaying or boosting.

11. Learn from LinkedIn Analytics

You can see your company page Analytics on LinkedIn: how it is performing, whether it is getting user engagement, and so on.

With LinkedIn Analytics, you are able to get data about page followers, post clicks, inquiries, leads, engagement, and the number of event registrants.

By keeping a close watch on such data, you can improve the quality of your company page.

12. Writing Company Updates Wisely

Now, you might have a clear picture of what type of content will help reach your audience, but it is also important to introduce your content properly. One post is one opportunity for you to personally reach your targeted audience. So, you should use it wisely

Below are some tips to announce an update effectively

Keep the announcement up to 150 characters
Make it appealing
You can shorten the given URL with any tool and include it in the post
Give a proper and clear call-to-action; it can be visiting your website, filling out a form, or booking a seat.
Add tracking code to your link. It gives you the exact address from where your traffic is coming. If you use Google Analytics, then all you need to do is embed UTM parameters in your URL.

13. Speak Directly to Prospects

In most cases, the company description is the first thing people check to know more about a company. Where there is someone looking for a job, or a vendor who wants a partnership with you, or a potential customer interested in your business, it is necessary to capture their attention immediately with the first thing they search or interact with: the company description.

Instead of copying and pasting your company description from your ‘About Us’ section, write something that will help you convey to your customers the services you provide and how you helped your clients in a short, attractive way. Write a description in such a way that it lets you directly talk to your customers and the targeted audience.

Conclusion

LinkedIn is an excellent platform to reach a large user base and drive immense traffic to the website. Do experiment with your company page with a mix of various strategies mentioned above, track the progress with LinkedIn Analytics, and determine what works best for you.

Author Bio: Ritesh Patil is the co-founder of Mobisoft Infotech, a leading healthcare mobile app development company in India and the USA. He’s an avid blogger, loves innovation, and writes on diverse healthcare application areas. He works with skilled digital health app developers who have delivered innovative mobile applications. He believes in sharing knowledge and has focused his concentration on startups.

LinkedIn-https://www.linkedin.com/in/ritesh-patil-42051a19

Twitter-https://twitter.com/ritesh_patil

13 Simple Tips to improve your Company Page on LinkedIn

1. Post External and Internal Content

2. Use the 4-1-1 Rule to Maintain the right Content Posting Frequency

3. Share the work your Company has done

4. Include Rich Media