Having a strong presence on LinkedIn is crucial for any business looking to build its brand, attract qualified leads, and ultimately drive revenue. But crafting an effective LinkedIn page takes more than just creating a profile and posting occasionally. To truly engage your target audience and stand out from the crowd, you need a thoughtful LinkedIn marketing strategy. Here are some best practices to make your business’s LinkedIn page as impactful as possible.
Complete your Company Page profile
Make sure you’re taking advantage of all the sections available for your Company Page. This includes:
- Company description. Use this space to briefly explain what your company does, your mission and values, and what makes you unique. Keep it short and compelling.
- Company size. Be sure to specify how many employees work at your company.
- Specialties. List the products, services, or areas of expertise for which you want to be known.
- Company type. Select whether you are a public, private, non-profit, or self-owned company.
- Founded date. Share when your company was established.
- Company logo. Upload your official company logo to brand your profile.
- Cover image. Add a banner photo that represents your brand identity and industry.
- Contact info. Provide details like your phone number, email address, and office locations.
Completing all these fields shows site visitors you have an established, legitimate company with background information they can review.
Write an informative About section
The About section is valuable real estate on your Company Page. Use it to expand on your business description with relevant details such as:
- A brief history of your company
- Your mission or purpose
- The problem your business aims to solve
- Your unique value proposition
- Your target customer groups
- Your competitive differentiators
This is your chance to tell your brand story and convey why your company is worth following. The About section should be optimized with relevant keywords to help drive traffic to your page.
Showcase products and services
One way to highlight what your business offers is through the Products and Services tabs. Here, you can add visual descriptions of your key product lines, service categories, or areas of specialty. This makes it easy for prospects to learn about your offerings at a glance.
For example, a software company could showcase each of its applications here with titles, brief descriptions, and screenshots. A consulting firm could list out its main service verticals like marketing, HR, IT, etc. Leverage images, videos, or presentations when possible to bring your products to life.
Publish regular, engaging updates
Posting consistent, high-quality content is how you’ll keep your Company Page lively and engaging. Share a variety of updates like:
- Industry news and trends
- Customer success stories
- Behind-the-scenes company photos and videos
- Employee spotlights
- Upcoming events, promotions, and webinars
- Thought leadership content and business advice
Mix up link shares, image posts, polls, employee takeovers, and longer articles. Stay on top of posting daily or weekly so followers always see new activity.
Leverage employee profiles
Your employees can be powerful brand ambassadors on LinkedIn. Encourage team members to create complete LinkedIn profiles and share them on your Company Page. This puts a human face behind your brand and allows prospects to connect with individuals at your company.
Empower employees to share company updates, post about their work, and engage with your target audience. You can even partner with select staff to take over your Company Page for a day. Displaying your authentic employees builds trust and approachability.
Curate a relevant Showcase Page
Showcase Pages let you highlight specific brands, products, initiatives, or content topics your company is associated with. For example, a software company could have one Showcase Page for each application it develops. An agency could use Showcases to feature client work in different industries.
Showcases allow you to go in-depth on specific offerings and demonstrate expertise around niches. Make sure they are relevant to your audience and update them frequently to position your brand as an authority.
Join industry-related LinkedIn Groups
LinkedIn Groups offer a chance to directly engage with your target audience and prospects. Seek out and join Groups focused on your industry, products, services, or location. This exposes your brand to new people and helps you establish credibility.
Participate actively in Group discussions when you can provide value. Avoid overly self-promotional comments. Build relationships first before gently mentioning your company. Groups allow you to gain insights, share advice, join conversations, and ultimately generate leads.
Follow and interact with related companies
Build bonds with other brands by following companies you partner with, admire, or share target audiences with. Comment on and share their posts when appropriate to organically insert your company into more feeds.
You can also tag or mention these brands in your own posts when relevant. Partnering with complementary companies raises awareness for both of you and helps present a unified front in your industry.
Promote engagement with polls, quizzes, and contests
LinkedIn offers several interactive post formats to catch your audience’s attention in their feeds. Options like polls, quizzes, and contests tend to see high engagement as they encourage social sharing and friendly debate.
Pose intriguing questions, ask for input on your products and services, or test your followers’ industry knowledge. Offer prizes and free resources to incentivize participation. This engages people with your brand in a fun, memorable way.
Advertise through LinkedIn Sponsored Content
Investing in LinkedIn ads is worth considering to expand your reach beyond just your current followers. Sponsored Content allows you to target specific audiences with content posts that appear in their feeds as “Promoted.”
This is a cost-efficient way to get content in front of your ideal prospects. You can control factors like location, job role, company size, interests, and more to hone in on those most likely to convert. Monitor click-through rates and engagement to optimize your ads over time.
Integrate with LinkedIn Matched Audiences
Matched Audiences helps you retarget people who have already engaged with your brand outside of LinkedIn. When you integrate your CRM email lists with Matched Audiences, LinkedIn can then serve ads to audience members to drive renewed interest.
For example, if someone downloaded a whitepaper from your website, you can remind them about your brand by serving a Sponsored Content post. This increases the odds they will convert down the funnel.
Publish long-form content as LinkedIn Articles
LinkedIn Articles allow you to publish long-form thought leadership content natively on the platform. These in-depth articles, ebooks, and whitepapers appear prominently on your Company Page and in search.
Articles establish your company and employees as trusted industry experts. Devote these to topics your audience cares about, trends they should understand, or questions they commonly ask. Articles have high organic visibility and engagement potential.
Cross-promote content from your website
Repurpose existing content from your company’s blog, videos, and other websites by sharing links on your Company Page. This helps multiply the reach of your best performing content.
When uploading links, use catchy custom headlines and descriptions. Adding visuals also improves engagement. This provides another avenue to highlight your brand’s thought leadership.
Partner with influencers and employees
Work with LinkedIn influencers like thought leaders, celebrities, and industry experts to create sponsored content and raise awareness. Likewise, enlist your own employees with large followings to share about your company.
Influencer marketing lends outside credibility and allows you to tap into new networks. Ensure influencer partnerships feel genuine and on-brand for both parties involved.
Analyze LinkedIn Analytics and metrics
Dive into the LinkedIn Analytics available for your Company Page. Review metrics like page views, follower growth, post clicks, and website referral traffic. Evaluate what types of content see the highest engagement.
These insights help you continually refine your LinkedIn strategy. Double down on what works well. Try new tactics to address weak areas. Continually test and optimize.
Make the most of LinkedIn Premium
Upgrading to one of LinkedIn’s paid Premium packages unlocks additional capabilities to maximize your Company Page. Benefits include:
- Seeing more Analytics metrics and details
- Sending unlimited InMail messages
- Customizing targeted ad audiences
- Seeing more LinkedIn profile views
- Creating up to 15 tailored ad campaigns
Premium also lets you filter Company Page followers by industry, job role, and more criteria to better understand your audience.
Check follower demographics
Monitor who is following your LinkedIn Company Page in your Analytics. Are they your target decision makers and titles? Do they work at target companies? Are they located in your priority regions?
Assess if your content and messaging resonates with your ideal customers. If not, you may need to segment your content strategy to reach specific subgroups.
Connect your CRM and build lead gen forms
Integrate your LinkedIn Company Page with marketing automation and CRM platforms like HubSpot, Marketo, or Salesforce. This automatically captures form leads as CRM contacts.
Place lead capture forms on your page to gather prospect contact info in exchange for gated assets. Use their LinkedIn data to enrich your contacts database and personalize follow-up.
Send regular newsletter updates
Communicate recent Company Page posts, events, offers, and more through a regular newsletter for engaged followers. This provides another touchpoint beyond LinkedIn to stay top of mind.
Send newsletters monthly or quarterly through an email marketing platform. Share the newsletter sign up link prominently on your page. Offer an exclusive discount or resource as an incentive.
Reply to comments and messages
Notifications alert you when visitors comment on or message your Company Page. Always respond in a timely, helpful manner. This provides outstanding customer service and develops relationships.
Reply to comments and mentions publicly when appropriate. For private inquiries, use the message feature. Set expectations on response times in your About section.
Claim your company on LinkedIn Services
LinkedIn Services allows service professionals in areas like consulting, coaching, legal services, home services, personal training, and more to be discovered by clients. Service providers can claim Business Pages and showcase expertise here.
This enables direct bookings, referrals, and payments through LinkedIn. Take advantage if your business offers professional or creative services.
Conclusion
With nearly 800 million users, LinkedIn is too important for brands to ignore. Set your company’s LinkedIn presence apart with an optimized, regularly updated Company Page. Engage followers with valuable content and conversations tailored to your audience.
Implementing these best practices takes commitment, but the potential impact on your brand visibility, authority, and lead generation makes it well worth the effort. Maintain a consistent presence, track performance, and keep innovating your Company Page over time.
LinkedIn Company Page Best Practice | Benefit |
---|---|
Complete profile sections | Builds credibility |
Share engaging updates frequently | Increases visibility |
Showcase products and services | Educates prospects |
Participate in relevant Groups | Establishes connections |
Publish long-form Articles | Demonstrates thought leadership |
Advertise to targeted audiences | Drives qualified traffic |
Partner with influencers | Leverages outside networks |
Integrate lead capture forms | Generates sales pipeline |