With almost 500 million users (2 new LinkedIn members join every second) and 4 million company pages, your business needs to have a presence on LinkedIn. When you talk about the "big 4" social media networks, LinkedIn gets included in the picture, along with Facebook, Twitter, and Instagram, so this is not a network you want your business turning a blind eye to. To be blunt, that would be a missed marketing opportunity on your part, as LinkedIn is the perfect avenue for generating leads and showcasing your products and/or services.
But if you're going to have a presence on LinkedIn, you might as well make sure your page is optimized, right? If you've had your page for awhile, when was the last time you've checked it out to make sure it still reflects well on your brand, showcases your business in the proper light, and that you're utilizing all of LinkedIn's bells and whistles to the fullest? In this blog, we'll be taking a look at a few key steps you can take to optimize your LinkedIn company page to ensure it is the best it can be so your audience has the best possible experience!
Promote Brand Recognition
Promoting brand recognition should be your goal across all of your digital marketing efforts. What does that entail? Using the same logo on your website, all of your social media channels, in all of your marketing materials, etc., having cover photos that can be easily related to your brand, and so on. Consistency is key from a branding perspective.
On LinkedIn, you are presented with the opportunity to have multiple images with the new company page design, including a company logo, cover image, overview tab image, and hero image, which also serves as the tab image for the life tab. Here are the recommended dimensions for each:
- Company logo - 300 x 300
- Cover image - 1536 x 768
- Overview tab image - 360 x 120
- Hero image - 1128 x 376
Wells Fargo does a great job of promoting brand recognition on their LinkedIn company page. They have their logo, and for both the cover and overview tab images, they are using the horse and buggy that is famously associated with the company. Take a look:
Fully Complete Your About Us Section
The About Us section is your chance to give your audience a glimpse into what your company actually does. This section is front and center on your company page, directly beneath the Overview tab, so it needs to be fully optimized. Take advantage of all of the space provided and give a solid description of your company telling your audience what makes your company unique, what your vision or motto is, what products or services you offer, etc. If you can fit some long-tail keywords into the description, go for it (anything that can help search engines pick your LinkedIn page up is a plus).
Then in the Company Details section, fill that out in its entirety. This includes your website, where your headquarters are located, whether your company is public or private, how many employees you have, and what your specialties are. This basically tells your audience what kind of skills your company has, so don't be shy here. Whatever makes your business special, or helps you stand out from the crowd, add to the specialty section. Wells Fargo has done a fantastic job of utilizing the About Us section to its fullest:
Build Out Your Life Tab
The Life tab is one of the new features of the new LinkedIn company page design and helps paint a picture of your company's culture. Prospective employees are looking for transparency now more than ever, and this page enables you to deliver that to them. The Life tab provides you with the opportunity to promote your work environment, showcase employees, show the impact you make on local communities, how your foster employee development, etc. The cool thing about the Life tab is you aren't limited to just text and graphics - you are able to integrate multiple videos, just like Wells Fargo has done with their page:
While Wells Fargo isn't taking advantage of this particular section, Employees Perspective is another option available to you, as well. This section takes posts that have been published on Linkedin by your own employees on highlights them on the Life tab. What better way to attract new talent than to provide them with content written by current employees on the culture of your company? And at the bottom of the Life tab, there is also the Cultural Insights section, which highlights the languages your company speaks, as well as the causes your employees care about. Overall, this is a fantastic recruiting tool to have at your disposal, especially when it is built directly into your LinkedIn company page, right along with any job postings you may have.
Add Showcase Pages
A Showcase Page is basically an extension of your company page. If you have additional products or services your business offers, or even other brands or business units associated with your main company, you can create Showcase Pages for them. In the past, you may have used the Products and Services tab for this, but LinkedIn removed this feature and instead now offers the ability for you to showcase them (no pun intended) through Showcase Pages. A Showcase Page is basically its own independent page, with its own About Us section, its own followers, you can post updates via that page, as well as get independent analytics on that page.
Showcase Pages are featured directly beneath the About Us section on your company page, so it's a great way for you to promote additional offerings your business has available. LinkedIn stresses that Showcase Pages are not for short-term marketing campaigns, but rather for creating the ability for people to build relationships with specific aspects of your business, rather than the main company itself, should they choose to. Here is an example of a Showcase Page on the Wells Fargo company page, in this case for their Asset Management division:
Post Quality Content On A Consistent Basis
Now that you have your page set, the next step is to post quality content on a consistent basis. You should aim to post at least one update a day, two if possible, but not more than that. Share blog posts you have written, blog posts or articles from third-party websites that are relevant to your industry (this is very common on LinkedIn, as you want to build your company as an authority figure in whatever industry you're in, and this is accomplished by becoming the go-to source for relevant news), ask your audience questions (this gives them a reason to engage with you), share unique statistics, etc.
Keep in mind the audience on LinkedIn is different than other social media networks, so the content you post is probably going to be different, too. Industry insights are in-demand on LinkedIn, so keep that in mind when you are generating content ideas. LinkedIn is less about sales and marketing, and more about showcasing employees, industry expertise, job opportunities, industry-relevant blog posts, articles, videos, etc, and content of that nature. The overall theme here, however, is by posting quality content on a consistent basis, along with having an optimized page, you will continually grow your reach over time, which should be your long-term goal.