LinkedIn is great for companies to connect with customers, prospects, and other businesses. But it’s important to remember that LinkedIn users are there for their reasons. They’re on LinkedIn to network with people who can help them get ahead in their careers or businesses. So if you want to grow engagement on your LinkedIn company page, be sure you’re offering them value in return.
Here, Emma Marley shares some best practices:
Engage your employees on LinkedIn
Your company’s employees are an excellent resource for engaging with your LinkedIn community. If you have particularly social-media-savvy employees or have connections on LinkedIn, ask them to help promote the page by sharing content and commenting on posts. You can even offer incentives for employees who participate in this way.
In addition to getting employees involved in promoting your company page, they can also contribute relevant content themselves. If a few of them have some expertise that would be useful for other users on LinkedIn, encourage them to share their knowledge with the rest of the network. Asking a couple of people at various levels within your organisation might give you some ideas about how best to use this marketing strategy in future campaigns!
Localise your content, know your audience
You must understand the audience to get the most out of your LinkedIn page. What do they want to hear? How can you use them?
Localise your content.
Make sure it’s relevant to the country and language where you’re targeting. For example:
- Use local events and news as inspiration for content topics and images.
- Feature influencers who have a big following in that region. You may be able to use them as contributors or guest bloggers on your blog or in articles about their expertise (if it’s related to what you’re selling).
Be consistent, be yourself
- Be consistent with your content.
- Be consistent with your tone.
- Be consistent with your voice.
- Be consistent with your brand (for example, if you write “We” instead of “I”, that’s a good indication that it’s not coming from you).
Promote your page across other channels
- Use your website.
- Promote on social media.
- Use email marketing to promote the page. If you use an email marketing tool with a list of your contacts, that’s an easy way to let them know about your LinkedIn page.
- Include a link to the company page in all newsletters and announcements so that your customers/clients will see it as part of their regular communication with you. You can also include links in ads or other forms of promotion on various platforms (like Facebook, Twitter and Google Ads) by using tracking codes specific for each platform (for example, if you have multiple social media accounts for different products/services).
Use these best practices for your company’s LinkedIn page
Per the best practices, you should:
- Upload a cover photo that showcases your brand’s personality and makes it easy for users to connect with your page.
- Use an engaging header image that’s unique to each post.
- Include a link to your company website, blog or other social media page at the end of every post so readers can easily share content with their networks without copying and pasting links manually.
New LinkedIn research hacking the algorithms
Recent LinkedIn research by Richard van der Blom provides some amazing insights on content – 57-page LinkedIn Marketing Guide; here are some stand-out points:
LinkedIn content formats:
- Document posts (2.2 – 3.4 x more reach) – use 7 pages
- Polls (2.1 – 2.9 x more reach)
- Carousel posts (1.8 – 2.3 x more reach)
- Test and multiple pictures (1.2 – 1.6 x more reach)
- Use 3-5 hashtags and a combination of high and low follower/usage numbers. Generally, don’t use less than three or more than ten hashtags.
- Posting more than once within 18 hours decreases the average reach of each post by 15% – 30%; however, more posts per day will likely increase overall reach.
- Ideal post is 400 characters less compared to 2021.
- After publishing a post, hang around and engage.
- Reach and engagement are down for newsletters.
- Reposts and shares will bring an additional audience to the original post – so get your employees on it!
Your company page can become a hub of valuable information and engagement opportunities with the right strategy.
We hope you’ve found these tips helpful in getting started on your path to help grow engagement on your LinkedIn company page and to becoming an expert at on the channel.
Need more resources in your company to execute an effective LinkedIn strategy? Don’t worry; we’re here to help – whether it’s devising a social media plan that works or fully managing your pages, we can grow your reach and engagement, which means leads and sales!
Get in touch for a chat…we don’t bite, much!