LinkedIn, the oft-overlooked ‘Social Media For Grownups’, has shared a blog post with some tips on how businesses can make the most of the Company Pages feature of their platform.
For New Zealand, LinkedIn is an increasingly important platform, and actually has more active users than Instagram, so it makes sense to make the most of your business presence there.
Here’s a quick breakdown of the tips LinkedIn have shared:
- Get The Basics Right
This one’s pretty simple: Make sure your company page is actually worth following, your page is complete, and your descriptions and overviews accurately convey who you are and what you do;
‘Be sure to include pertinent keywords in your business description, as LinkedIn Pages are crawled by search engines and can often rank highly.’
LinkedIn also suggests adding a ‘Follow’ button to your website, blog, newsletters, and potentially even into your email signatures. Page admins can also encourage their first-degree connections to follow the page by using the ‘Invite to Follow’ tool.
- Publish Thought Leadership Content
The old adage that ‘Content is King’ is well in play here, as LinkedIn recommends using your company page as a way to drive thought leadership in your given industry.
Easier said than done, but as LinkedIn point out:
‘The best way to capture the attention of [LinkedIn’s] audience is to publish compelling content about industry news, trends, and other relevant topics. In fact, 88% of business decision-makers agree that thought leadership content plays a crucial role in uplifting their perception of an organization.’
This is the opportunity and the challenge a platform like LinkedIn presents. As a business-focused platform, you have potential access to a thriving community of executives, business owners, and potential customers; all hunting for relevant, high-quality content about industry news, trends, and other relevant topics.
It’s easy enough to throw out any old piece of content on LinkedIn, just like any other platform. Creating great content, however, is still as much of a challenge as it always has been.
LinkedIn even acknowledges this, saying only 17% of their audience rate the quality of thought leadership content available online as ‘very good’ or ‘excellent’. It provides an opportunity for your business to fill this gap with well thought out, insightful content either published by your page, curating third-party articles or amplifying your employee voices.
- Join Conversations That Matter To Your Brand
The basic tenets of ‘social’ media come to the fore in this point. Engage with your audience and wider community and add value to said conversations and your audience will find you. A key suggestion here is making sure you use the three ‘Community Hashtags’ you can associate with your page to help with visibility.
- Know And Grow Your Audience
Another suggestion is to use the Page Analytics tool to get detailed data about your audience makeup. The demographics and traits available here help identify who your audience is and what content they’re engaging with the most. These tools let you optimise your content and give your audience more of what they want.
- Activate Your People
On LinkedIn more than any other platform, your employees are your biggest asset when it comes to growing your audience. LinkedIn recommend encouraging employees to keep their personal profiles up-to-date, with your org included in their work history for visibility.
In LinkedIn’s own words:
‘There is a four-pronged blueprint we recommend for activating and elevating your employees on LinkedIn:
- Re-share your employees’ best @mentions and LinkedIn content.
- Notify employees of your most important Page posts to boost organic reach (up to 1x/day).
- Personalize by recognizing team moments or employees with a shout-out from your Page.
- Engage by fostering internal engagement through a trusted, employee-only community on LinkedIn via the My Company tab.’
So if you’re considering giving your organisation’s LinkedIn page some love, these growth tips are a good starting point to getting you into the feeds, and minds, of your audience.