Back in the day, a LinkedIn company page was established. Fast forward to today, and many of these pages are in need of a bit of TLC. We’ve noticed that they’re often not as well-maintained as they could be, which is why we’ve put together this blog post. Here, we’ll share 12 tips that can help you improve your LinkedIn company page.
Table of Contents
Important Tips to Improve Your LinkedIn Company Page
1. The Background Image for Your LinkedIn Business Page
Let’s Begin at the Top: Your LinkedIn Business Page’s Background Picture. As of last year, you can now add a customized background photo to your page. Surprisingly, many company pages have yet to take advantage of this feature, even though it’s the first thing visitors see – like a virtual business card. The recommended size for the image is 1536 x 786px, in a narrow, widescreen format. Just keep in mind that your account information will appear over the middle part of the image, so simplicity is key. Fortunately, you can adjust the image placement to get it just right.
2. Adding Variety to Your Company Page’s LinkedIn Content
Generating high-performing content isn’t always about the most apparent topics. It’s important to diversify the type of content you share to attract different audiences and encourage engagement on your page. Your content strategy should include pieces that drive traffic, such as videos, as well as those that elicit reactions and increase interaction with your page. Your choice of subject matter should be tailored to your target audience and how well you understand their interests. Here is an example of the Wavin Group created a post featuring unique chairs made from plastic tubes, a material beloved by their target audience. The objective of this post was to foster engagement on the page.
3. Optimize Your LinkedIn Company Page for Google Search
Google can easily detect LinkedIn company pages, which is evident when searching for a company through Google. Your page’s first 156 characters of text are analyzed by Google. Therefore, it’s crucial to use relevant keywords in the beginning of your page’s description. Keep your writing concise, focusing on the most important information first, and follow the inverted pyramid principle. You can provide more details later. To conduct keyword research, tools such as Google AdWords Keyword Planner and Kwfinder can be helpful.
4. Craft Solution Oriented Description for Your LinkedIn Business Page
Many company descriptions on LinkedIn simply repeat the content found on their website. However, it’s essential to craft a unique description tailored to LinkedIn, taking into account the 156-character limit analyzed by Google. Treat this space like a press release, highlighting the most important information first, followed by useful details and additional expansion. Be sure to include your contact details in the description, making it effortless for other companies to do business with you.
Here’s a valuable writing tip: instead of focusing solely on your products and services, emphasize the solutions you provide to your customers. This approach adds significant value for your prospects. Consider what your target audience is seeking, as LinkedIn also functions as a search engine. Given the limited design options, try using enumerations, capital letters, and white space to make your text more visually appealing. Work with what you have available to make the most impact.
5. Showcase Specialties in Your Company Profile Page
Make sure to take advantage of the “Specialties” section under the “About Us” area of your LinkedIn profile, which is similar to the “Skills” section on your personal profile. You can add up to 20 specialties, so use this opportunity to your advantage by including relevant keywords that improve your searchability. Conduct keyword research to make informed decisions about which words to include, but make sure they align with your company’s values and identity.
6. Setting Up a LinkedIn Advertising Account
Despite its potential, many companies fail to utilize the advertising opportunities available on LinkedIn. Similar to Facebook, LinkedIn advertising offers highly detailed targeting options and a variety of ad formats. For example, you can use LinkedIn lead ads to promote a special survey or a long-awaited white paper. Alternatively, you can showcase a targeted offer or increase the visibility of an update. Given the extensive details involved, a dedicated blog post may be necessary to cover everything in full. Regardless, it all begins with setting up a LinkedIn advertising account.
7. Ensure that your employees Follow the Page and they actively listen, respond, and share.
Achieving this goal can be challenging. It relies on the employees themselves and the organization’s level of familiarity with social selling techniques and the promotion of employee advocacy. The first step is to ensure that all employees with external contacts have a LinkedIn profile and are following the company page. It’s advisable to instruct your staff to disable email notifications for LinkedIn and encourage them to install the LinkedIn app and check it frequently. Encourage employees to share any updates relevant to them with their network, provided the updates are of interest to the network. When sharing something with their network, employees should explain why they are doing so. They can ask questions like “Are you interested in…? If so, then…” or “What do you think of this…?” or “Do you know of a company that suffers from…? Perhaps this could be a solution.”
Encouraging interaction through repeated questions can greatly expand your reach when your employees join in on the conversation. Additionally, simply sharing a message expressing pride in the company can generate enthusiastic responses from your network. For marketers looking to promote “employee advocacy,” there is a helpful LinkedIn tutorial available. It’s worth noting that LinkedIn offers a specific program for this purpose, called LinkedIn Elevate.
8. Tag Relevant Persons and Companies
Take advantage of the ability to tag relevant individuals and companies on your LinkedIn business page. Simply begin a sentence with the “@” symbol and type the name of the person or company you want to notify about the update. It’s important to do this when several people have collaborated on the content or project, as there’s a chance they may not see the update otherwise. By tagging them, they will receive a notification and are more likely to respond, which can greatly enhance your reach and engagement. You can tag people in the message or in the comments section below the message.
9. Review your Company Profile on LinkedIn on your mobile
Remember to not only customize your business page for the standard web format, but also ensure that it is mobile-friendly. While a background photo may appear impressive on a desktop or laptop, crucial details may get lost when viewed on a mobile device. It is important to routinely check your page on a mobile device and modify your image strategy as needed, to ensure optimal display on mobile devices.
10. There are many more possibilities to explore with images on LinkedIn.
In recent years, LinkedIn has made significant progress and it may take some time to familiarize yourself with the platform’s new features. One notable area of improvement is the visual aspect, which offers a lot more options compared to the past. Despite this, many companies still limit themselves to sharing updates with a link and a simple photo, missing out on a great opportunity. LinkedIn now offers many wonderful possibilities, including the use of square images and videos. It is recommended to experiment with various options and utilize LinkedIn analytics to gauge which approach resonates the most with your target audience.
11. Include a call-to-action (CTA) in your update and place the link ‘above the fold’
Longer messages on LinkedIn are typically collapsed, which may result in the call-to-action (CTA) and shortened link being hidden from view. To avoid this, it’s important to position the CTA and link ‘above the fold,’ which means placing them before the message is collapsed. This approach can lead to higher conversion rates. Alternatively, it’s even better to keep messages short and to the point.
12. Stay Top of Mind by Regularly Posting Updates
Your latest update’s impact diminishes rapidly unless you strike a chord with your audience or hit the nail on the head. We often observe that messages garnering a lot of comments are those shared by individuals rather than on company profiles. To remain pertinent, it’s crucial to post frequently, aiming for at least twice a week. While more can be better, quality content delivery is essential. The era of posting content merely for the sake of it has long passed. Today, the focus is on relevance – content that caters to your target audience, offering added value. Start working on these first 12 tips right away!
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I’m Jimish Shah, the person who started SkyZ Infotech, a Powerful and Result-Driven Most Reliable Digital Partner. I’m a professional blogger, digital marketer, and content marketer also with over 8 years of experience. My focus is on providing the most researched information to new startups, entrepreneurs, freelancers, and bloggers. My objective is to educate the youth of today on a broad range of subjects.