We told you earlier about the types of ads on LinkedIn and when to use each one. However, there are other great ways to optimize a company’s LinkedIn and thus improve presence, authority and business prospects. Want to learn more about how to transform your business’ LinkedIn? Keep following!
Why create a LinkedIn company page?
LinkedIn is the world’s largest and most active professional networking platform, with more than 55 million companies and over 810 million users.
A well-optimized company page on LinkedIn represents a great opportunity to establish your brand as a leader in the market, and offers other great benefits as well:
- Lead generation: exposure to a brand or product on LinkedIn can increase purchase intent by 33%.
- Recruiting: three people are hired through LinkedIn every minute. So if you are looking for top talent, this is the right social network to see and be seen.
- Advertising: LinkedIn is yet another social network where you can reach the qualified audience for your business.
- Discovery: creating a LinkedIn page is also a recommended practice for good SEO. Therefore, having a social media presence will help you appear in the results of major search engines. And if you still don’t know why it is so important to invest in SEO, click and check out 3 reasons that will convince you!
6 best ways to optimize your company’s LinkedIn
1. Use good profile and banner images
First things first. Your profile picture is the first thing that people searching for your company on LinkedIn will see. So it is important to make a good impression. Company Pages with profile pictures receive six times more visitors than those without.
Choosing a LinkedIn profile image is simple: take your company logo (the same one you’re using on your other social media channels) and resize it to meet the platform’s requirements.
The profile banner above your company logo offers a little more room for creativity, as there are no rules for using this space (other than some size requirements).
2. Write an attractive “About Us” section and include relevant keywords
The secret of LinkedIn is keywords. After all, it is through them that the social network algorithm works.
A well-optimized “About Us” section includes a well-written paragraph ( 2,000 characters or less) telling visitors everything they need to know about your company. So use simple, accessible language, informed by keyword research, to describe your business goals in words that everyone can understand.
Just like your other social profiles, the “About Us” page of your company should answer six basic questions:
- Who Are You?
- Where are you?
- What do you offer?
- What are your values?
- What is the voice of your brand?
- How can people contact you to find out more?
3. Post on your company page regularly
LinkedIn reports that companies that post weekly have a 2x increase in engagement. So make sure you post new content frequently.
With a variety of posting options available – articles, images, videos, documents – LinkedIn provides many ways to entertain and inform your audience.
If you need help producing the best content for your site, talk to our experts.
4. Increase your audience
Between organic growth and ads, there are many opportunities to attract a larger audience to your LinkedIn page. Check out some examples below:
Invite your community: you can invite any first-degree profile connection to follow you.
Target your posts: target your page’s posts to reach your ideal audience organically (aka: for free!).
Paid promotion: you can boost your Page or individual posts directly from your Company Page to achieve even more reach. Learn more about the types of ads on LinkedIn and when to use each one here.
Promote your page whenever you can: on your company website, on your other social channels, and in your email signature, for example.
5. Build a career page
According to Glassdoor, an HR-focused technology platform, 69% of job applicants are more likely to apply to a company that makes an active effort to promote its culture online.
LinkedIn Career Pages are an amazing way to strengthen your recruiting efforts by showcasing your company culture and how it is applied on a day-to-day basis. Although this is a paid feature, it is worth the investment!
6. Create a product page
Each product page offers an opportunity to display your products and services on, and all of them are directly on your Company Page.
Here, you can share an overview of your product’s benefits, post videos and images, collect community reviews, and even highlight current customers to provide social proof for future ones.
Now that you have reached the end of this article, how is your company’s optimization on LinkedIn going. If you need a makeover for your business website, please contact us.
