As a LinkedIn admin, there are many capabilities available to manage and optimize a company’s LinkedIn page. The admin has full access to post content, monitor engagement, customize the page layout and design, and utilize advanced analytics. Having a dedicated admin allows a company to keep their LinkedIn presence active, compelling and aligned with broader business goals.
Post Content
The LinkedIn admin has the ability to publish new posts on behalf of the company. This includes written posts with images/video, links, hashtags, @mentions and more. The admin can share company news, promote products/services, highlight employees, post job openings and engage with followers. Some best practices for posting content include:
- Post consistently – 1-2 times per day is optimal
- Vary post type – mix of links, images, videos, quotes, Q&As etc
- Monitor best times to post – use analytics to see when followers are most active
- Respond to comments and messages
- Share varied content – company news, industry articles, employee highlights etc
Having an active, diverse content strategy allows a company to stay top of mind, build credibility and form connections with an audience on LinkedIn.
Monitor Engagement
The LinkedIn admin has access to detailed analytics to monitor post engagement and follower growth. Key metrics to watch include:
- Page views – how many people viewed your page
- Post reach – how many people your posts were served to
- Engagement rate – % of people who interact with your posts
- Link clicks – how many clicks on links you share
- Follower growth – how many new followers you gained
- Industry/topic breakdown – who your followers are
Monitoring these metrics over time will show what content resonates best with your audience. The admin can then optimize posting strategy and focus on what drives the most value.
Customize Design
The LinkedIn admin can customize the design and layout of the company page to align with brand guidelines. Options to customize include:
- Cover image – large banner image at top of page
- Profile image – square logo that shows with posts
- Colors – accent colors that complement branding
- Description – overview text about company
- Showcase pages – highlight products, culture, jobs etc
Maintaining a consistent, on-brand presence builds familiarity with your company and keeps your page looking professional.
Analytics
LinkedIn provides robust analytics for admins through the LinkedIn Page Insights tab. Key analytics include:
Follower Demographics | – Location, industry, job function, seniority level |
Page Visitors | – Number of visitors, referral sources |
Post Analytics | – Reach, engagement, clicks, audience |
Products used by followers | – Services followers use to identify leads |
These insights help optimize both organic content and paid campaigns on LinkedIn. The admin can use the data to create targeted content that will resonate best with their ideal audience.
Paid Advertising
LinkedIn advertising capabilities are also available to admins including options like:
- Sponsored posts – one-time or continuous posts that are boosted
- Sponsored InMail – targeted direct messages to high-value prospects
- Text ads – customized ads to appear on LinkedIn feeds
- Dynamic ads – highly targeted ads based on LinkedIn profile data
Ads allow you to reach audiences beyond just your current followers and connect with high-intent prospects. The LinkedIn admin can manage ad campaigns and budgets to drive measurable business impact.
Content Promotion
In addition to organic and paid tactics, the LinkedIn admin has options to extend reach through content promotion capabilities like:
- Clicks to website – insert links to drive website visits
- Sponsored content – promote best-performing posts again
- Related articles – recommendations below posts to keep readers engaged
- Email send – share new posts via email to current contacts
Leveraging these built-in options allows your best content to achieve maximum possible reach and engagement.
Analyze Competition
Monitoring competitor company pages can provide useful benchmarking for your own LinkedIn strategy. As an admin you can:
- Follow competitors to see their posting cadence and content
- Review their follower count, engagement levels
- See what ad campaigns they have running
- Identify influencers engaging with their page
Conducting competitive analysis ensures you stay on top of trends and can identify new opportunities or partnerships to pursue.
Manage Multiple Accounts
LinkedIn admins often have access to manage multiple LinkedIn pages such as:
- Company / brand pages
- Regional / local pages
- Product line pages
- Executive personal pages
The admin hub makes it simple to switch between accounts and manage content calendars, monitor analytics and assign roles across different pages.
Marketing Integrations
LinkedIn integrates with leading marketing and advertising platforms through APIs and embedded pixels. This allows admins to:
- Manage LinkedIn ads directly in platforms like AdWords or Facebook Ads Manager
- Automatically share blog posts on LinkedIn through marketing automation
- Install LinkedIn pixels to track actions site visitors take on your website
- Integrate LinkedIn Lead Gen Forms with CRM to capture leads
Integrations streamline processes to make LinkedIn advertising and content promotion more powerful and efficient.
Build Thought Leadership
Publishing long-form posts on LinkedIn allows admins to position company leaders as industry thought leaders. Suggestions include:
- Authored articles – detailed perspectives on trends
- List posts – advice on best practices
- SlideShare presentations – share in-depth reports
- Video interviews – discuss insights
Thought leadership builds brand awareness and trust in your company as an authority. It also nurtures organic engagement with your target audience.
Start Conversations
LinkedIn Groups offer a way for admins to start or join conversations related to their industry. To leverage Groups, admins can:
- Join relevant Groups based on location, job function, interests etc
- Post questions to solicit insights from Group members
- Share helpful articles, resources and ideas
- Monitor discussions to identify influencers and potential partners
Active participation in Groups allows admins to connect with new audiences and position their brand as a helpful contributor.
Manage Employees
LinkedIn admins have oversight on their company’s LinkedIn presence including employee profiles. Admin capabilities for managing employees include:
- Reviewing profiles and suggesting updates to align with brand voice
- Monitoring employee engagement and social selling
- Managing company page admins, editors, and posting rights
- Coordinating employee advocacy initiatives
- Overseeing training on best practices
Proactively managing employees on LinkedIn helps project a cohesive brand and maximize reach.
Monitor Company Mentions
LinkedIn admins can set up email and push alerts to be notified any time the company is mentioned online. This allows them to:
- See positive mentions to amplify
- Respond quickly to negative mentions
- Jump into relevant industry conversations
- Identify new influencers talking about the brand
Monitoring mentions helps admins protect the brand reputation and capitalize on word-of-mouth endorsement.
Sales Enablement
The LinkedIn admin plays an important role in enabling sales teams. Examples include:
- Creating targeted lead lists based on LinkedIn data
- Analyzing sales prospects’ LinkedIn profiles for insights
- Keeping the CRM up-to-date with LinkedIn profile data
- Generating leads by sharing gated content
- Promoting content posted by sales reps
Strategic sales enablement initiatives on LinkedIn fuel pipeline growth and bolster revenue.
Community Management
Diligent community management on LinkedIn includes:
- Responding to all comments and messages
- Liking and replying to follower posts
- Sharing user generated content featuring your brand
- Making connections by engaging with audiences
- Running contests and promotions to grow followers
Active community management builds relationships and shows customers you value them.
Influencer Partnerships
Partnering with LinkedIn influencers can expand reach. Tactics include:
- Gifting free products in exchange for reviews
- Asking influencers to author a guest blog post
- Requesting influencers share or like your content
- Sponsoring content from macro-influencers
- Joint webinar collaborations
Influencer partnerships introduce your brand to new, relevant networks and audiences.
Employee Advocacy
A best practice is facilitating employee advocacy on LinkedIn. Tactics include:
- Making it easy to share company content
- Educating employees on best practices
- Gamifying advocacy with rewards programs
- Recognizing top advocates
- Ensuring all employees showcase employer branding
Mobilizing employees provides credible peer endorsement and extends reach.
Recruitment Marketing
LinkedIn is a vital channel for recruitment marketing and the admin plays a key role. Important initiatives:
- Optimizing LinkedIn Career Pages
- Sponsoring targeted talent pools to reach passive candidates
- Sharing employee testimonials and culture content
- Retargeting LinkedIn visitors to career site
- Advertising open positions to targeted audiences
Proactive recruitment marketing attracts and converts top talent leads.
Reporting & Analysis
Robust LinkedIn analytics empower data-driven strategy. Key reporting includes:
- Audience insights – demographics, interests, needs
- Content performance – impressions, engagement, clicks
- Traffic sources – where visitors come from
- Lead generation metrics – form fills, CRM updates etc
- Ad campaign results – costs, conversions, ROI
Monitoring these metrics allows admins to identify what’s working and optimize activities.
SEO Optimization
Optimizing the company’s LinkedIn presence for SEO results in more visibility. Important factors:
- Keyword optimized title, description, content
- Unique content and media assets
- Keywords in URL slugs
- Internal and external links
- Content optimized for organic search
SEO best practices improve search engine rankings and inbound organic traffic.
CRM Integration
Integrating LinkedIn with your CRM centralizes data and enables automation. Benefits include:
- Updating CRM with LinkedIn profile data
- Syncing CRM contacts to create LinkedIn audiences
- Automating workflows across platforms
- Tracking LinkedIn leads and engagement in CRM
- Appending CRM data to LinkedIn profiles
A unified CRM approach enhances targeting, personalization and reporting.
Audience Targeting
Granular audience targeting makes LinkedIn content more relevant. Target by:
- Demographics – location, age, gender
- Job role – title, function, seniority
- Company – size, industry, technologies
- Interests – groups, skills, professional interests
- Engagement – page followers, post interactions etc
Precise targeting improves engagement rates and conversion potential.
Staying Up-to-Date
There are a few key ways for admins to stay current:
- Follow official LinkedIn Marketing and LinkedIn For Business pages
- Review LinkedIn blog for product updates
- Attend LinkedIn webinars, events and training programs
- Connect with other admins to share learnings
- Explore resources on LinkedIn Marketing Solutions site
- Monitor release notes
Staying informed will allow you to maximize new opportunities as they become available.
Conclusion
In summary, LinkedIn admins have a diverse range of capabilities to manage a company’s LinkedIn presence strategically. From overseeing content to analyzing data to engaging followers, the admin role is focused on optimizing organic reach and paid advertising to align with sales and marketing objectives. Taking full advantage of LinkedIn’s suite of tools, integration and targeting options allows brands to connect with their B2B audience in a meaningful way.