How to Optimise Your LinkedIn Company Page for Better Engagement
With the potential to expand your reach, engage your audience and drive conversions, there are several key areas you could focus on to ensure your page stands out from the rest.
Read on, to learn some tips and best practices to get the most from your LinkedIn advertising campaigns. Here at Omnisity, we provide expert social media management to help maximise your reach, get in touch today to find out how we can help.
Key Talking Points:
First impressions matter, and your profile image is the first thing people see when searching for your company. That’s why your profile and banner image must represent your brand correctly.
According to LinkedIn, company pages with a profile picture receive six times more visitors than those without. This demonstrates the power of a well-chosen image to draw in potential connections and customers. As a rule of thumb, we recommend utilising your company logo for your profile picture.
By comparison, your profile banner offers more room for creativity, provided you opt for colour and imagery which represents your brand. High-quality imagery will help you to establish brand recognition with your potential customers. However, as your brand value — or the needs of your customers — change over time, your LinkedIn profile should be frequently updated to keep your profile fresh, engaging, and relevant.
Need help choosing a suitable profile picture? Here at Omnisity, we provide expert brand development services to help you make a statement which fits your business goals. As part of this, we would consider your brand positioning, to help you build an image that conveys to your customers what you want it to.
Now that you’ve set up your profile and banner image, it’s time to focus on growing your audience and building your brand on LinkedIn. As part of this, we recommend that your activities work towards one of three key areas:
- Brand Development: This focuses on developing your brand itself.
- Brand Strategy: Using methods to get your brand out there and making an impact.
- Brand Management: The ongoing maintenance of your brand, as a means of strengthening it and reinforcing its saliency.
Below, we outline several different ways you could this branding and visibility on LinkedIn. In doing so, we abide by the following ethos:
Develop a social media presence authentic to you.
Build customer loyalty through engagement.
Grow through strategic performance.
Developing your ‘About Us’ Section
As a minimum, this section should define what you offer, your location, and how your potential customers can get in touch. If this information isn’t represented, then your page visitors are unlikely to perform the actions you want them to.
Beyond this, your ‘About Us’ should convey why someone should engage with you. This is an opportunity to showcase your value, tell your company’s story, and connect with your audience on a deeper level. When writing this, ask yourself: ‘What do we offer and why should someone buy from us?’
All of this is designed to help your potential customers see the value in your products or services, urging them to engage further. It’s also your chance to highlight key achievements, values, and unique selling points that set you apart. Where possible, you should keep this consistent with your brand by matching its pre-existing tone of voice.
The Value in Regular Posting
According to LinkedIn, companies which post to the platform weekly experience a 2x increase in engagement, so you must share to your network regularly. The nature of your content should vary depending on the needs of your customers and what resonates with them, though some ideas include:
- Articles related to industry trends or news. Remember that, unlike most other Social Media platforms, LinkedIn allows for long-form content.
- Images or infographics.
- Videos showcasing your products or services.
- Employee spotlights to showcase your team members and company culture.
- Sharing existing content from industry thought leaders or influencers.
- Promoting upcoming events or webinars.
- Conducting polls or surveys to gather insights from your potential customers.
Beyond this, you should also consider engaging with others on the platform. Be that replying to commenters on your posts, or doing some outreach and interacting with members not currently in your network.
These are just a few of the ways you could regularly engage with your network. Still struggling for ideas? Here at Omnisity, our expert Social Media Team is on call to discuss your needs and requirements. Get in touch today to find out more.
The Power of Video and Imagery
Images and videos on LinkedIn have the power to further amplify your brand’s visibility, with reports that images can boost comments by 2x, whilst combining 3 or 4 images in a collage can further enhance interaction.
Video is even more impactful, receiving 5x more engagement than static posts, while live videos receive a staggering 24x increase in engagement. Here at Omnisity, we leverage this to produce videos which deliver impactful results. Take a look at some examples below:
To consider the power of this, take a look at our recent work for Lonestar Fasteners Europe. Through the development of a video and a paid social campaign, we helped them achieve 0.9m impressions, 2,650 clicks, and 32,144 video views.
If you want to find out more about how to utilise PSA in your campaigns, we recommend visiting our recent LinkedIn Advertising guide. Alternatively, get in touch with our expert team who have experience delivering our clients with a tangible ROI using this strategy.
Building Product Pages
Alongside your ‘About Us’ section, building product pages could elevate your online presence – they provide an opportunity to represent your products and services in a visually appealing way. This could boost your visibility through LinkedIn’s product (or skills) search, where your products start to appear when a buyer searches for a product, category or organisation.
To optimise these pages, provide detailed descriptions of your products or services, highlighting their unique features and benefits. Include high-quality images or videos to grab attention, and enhance your credibility by encouraging satisfied customers to leave reviews.
Remember to keep your product pages updated and aligned with your overall business strategy.
Leveraging LinkedIn Analytics
LinkedIn analytics data gives you an insight into how your potential customers are interacting with your page. Through this data, you’ll get a clear picture of who’s following you, allowing you to tailor your content and engagement strategies more effectively.
This data can be broken down into:
- Content analytics: This gives you an overview of your posts statistics and which performed well.
- Visitor analytics: This shows you people who are visiting your page, but are not followers. It provides detailed data about their demographics – which you could use to identify traffic patterns and tailor your posts to new visitors (as a way of encouraging them to follow).
- Follower analytics: This provides demographic and geographic data about your new and pre-existing followers.
- Lead analytics: If you have any lead generation forms on your LinkedIn page, you can track their performance to gain insight into your campaign’s effectiveness.
Beyond this data about your page, LinkedIn also offers competitor analytics – which lets you compare your page’s performance against similar businesses or organisations. If used correctly, this can help you identify important areas for improvement.
To maximise the impact of your changes, we recommend utilising A/B testing, to help identify what best resonates with your audience.
Overall, optimising your LinkedIn page has the power to maximise your reach and allows you to better target your potential customers.
Here at Omnisity, we are experts in both Social Media Management and Paid Social Advertising. If you need help optimising your pages, we can help you through the process in ways that align with your brand values. Get in touch today to find out more.