How can you increase the visibility of your LinkedIn company page?
We regularly hear from our clients that it’s quite difficult to develop a LinkedIn company page. Since there’s often a lack of time and ideas, the social media strategy tends to fall by the wayside.
Yet we are right in the midst of the digital transformation era, even though far too few small and medium-sized businesses are devoting resources to it. Suffice it to say that it is essential to take an interest in this trend, and that jumping on the bandwagon to establish a digital presence is a very good idea.
Building visibility in your industry through LinkedIn—the premier professional social network —is therefore a goal you should include in your marketing strategy.
Here are a few very practical tips to help you grow your LinkedIn company page:
1. Carefully craft your LinkedIn posts
LinkedIn's activity revolves around the posts that circulate on the network. It is therefore very important that these posts be well-crafted and polished.
Your posts are an extension of your business. They allow you to share content. Through them, you’ll stay in touch with your customers and prospects, and also make yourself visible to new contacts. So take the time to think them through.
To help you with this, we strongly recommend that you put yourself in the shoes of your buyer persona —that is, your target audience. Ask yourself what interests them, what their needs are, and what kind of information they consume, and try to address these needs through your posts. Use the vocabulary they’re familiar with and actually use. Draw inspiration from your business meetings to hit the mark, and don’t miss this opportunity to offer solutions that set you apart from your competitors.
Try to set aside a specific block of time to create your posts. It’s much easier than tackling them one by one. To help you do this, set up an editorial calendar that outlines not only your topics but also the visual content you’ll use, such as images, videos, and infographics.
2/ Complete your LinkedIn profile
To take full advantage of the features LinkedIn offers, be sure to fill out as many of the fields as possible when you create your page.
Pay special attention to your business description —be sure to mention your products and services—as well as tothe cover image you use. The cover image reflects your business’s identity, so it’s important that it aligns with your brand image. It must be perfectly legible on both mobile and desktop devices.
3/ Encourage your staff to be responsive
Not all posts are visible to everyone. Your post has a reach that is determined by LinkedIn’s algorithm. One of the factors that influences your post’s reach is the engagement it generates.
We therefore recommend that youencourage your staff to engage with your posts within two hours of their publication, keeping in mind that a comment is more valuable than a share, and a share is more valuable than a “like.”
4/ Boost Your LinkedIn Posts
Once you've written your content, we encourage you to make your posts more engaging and appealing on LinkedIn by adding various elements such as:
- @ + username: This is like tagging someone. That person will receive a notification and can easily access your post. It’s a great way to increase your chances of getting engagement.
- #: Adding hashtags creates keywords. These keywords help identify the topic of a post and categorize it. Your post can be found using these hashtags. Be careful not to overuse them, or your post may be flagged as spam. Aim for an average of 3 per post.
- Emojis: These little illustrations will liven up your post and make your message more visual. According to a study by Pierre-Nicolas Schwab, not including emojis statistically reduces your chances of getting 100 likes, and 80% of posts don’t include them. So including emojis in your posts is a great idea. They increase your chances of getting likes and set your posts apart from others.
5/ A Few Topics to Inspire You
Even if you're now convinced of the value of creating a LinkedIn page, it can still be difficult to come up with topics. Here are a few ideas to get you started:
- Promote your products and services;
- Find posts related to your industry that you can share, and contribute your expertise to them;
- Share key figures that are not confidential;
- Post your job openings;
- Introduce your staff.
Finally, we wanted to wrap up this article by sharing a few tips and tricks to help you make your LinkedIn page even more visible:
- Invite your contacts to follow your page using the “Invite Connections” option. By allowing some of your employees to become administrators of your business page, you also give them the ability to invite their own contacts;
- Remind your staff to complete their LinkedIn profiles by mentioning your company in their work experience and profile header;
- Include a link to your LinkedIn profile in your email signatures, newsletters, or on your website;
- LinkedIn isn't too fond of outbound links. Consider adding them as comments from time to time. Don't overdo it, though, because this approach is less relevant to your followers. They prefer to have all the information right in the post.
- LinkedIn can definitely be thought of as a digital address book. So be sure to invite everyone you interact with professionally, whether closely or not.
Now all you have to do is get started. If you'd like more information, we're here to help.