LinkedIn as a social platform has the unique ability, particularly for B2B companies, to reach buying-power professionals on a platform where they’re actually being professional.
When people hear “LinkedIn,” they tend to think “job search.” In fact, with the recent unemployment spike, LinkedIn has seen a 26% increase in sessions from their average 310M active users. They’re not wrong, but there’s so much more to LinkedIn that a lot of marketers either don’t know or are hesitant to jump into.
Instead of popping into an Instagram scrolling session or a Facebook watch of Tasty videos, your content is being served when professionals are actually thinking about work. LinkedIn content has a unique advantage to serve your audience content that is already relevant to their train of thought. Here are four of my top things to remember about mapping out your LinkedIn Company Page strategy.
Deciding what to share from your Company Page
Your company’s LinkedIn page is so much more than an RSS feed of your corporate blog posts, hiring updates, and the occasional product launch mixed in. To see meaningful engagement from your time investment, it’s important to craft a unique strategy for LinkedIn that includes content to suit your brand.
Like any good content, your Company Page updates on LinkedIn should serve a specific purpose to a targeted audience. Expert Jay Baer of Convince and Convert weighed in on content in our most recent episode of the Data-Driven Marketer:
Here’s a great example from Sierra Nevada who uses their brewery not only as a microbrew distributor but also as a champion for the environment. Their LinkedIn content reflects that with dynamic videos, relevant photos, and the practical aspects of LinkedIn mixed in.
Measure your impact on the platform
As with any social platform, finding what resonates with your following means analyzing the performance of your strategy. Be sure to track your engagement on LinkedIn including these top LinkedIn metrics:
Followers: This number is the total amount of LinkedIn users who follow your Company Page. Delving into the change in followers over time helps guide your strategy. You can also dig into your follower data for demographic information like job industry and location. Page followers will see your updates in their feed without sponsorship and are more likely to engage with your content. More engagement means more visibility, and we all know that brand awareness is sales secret weapon.
Page Views: This metric is different from followers in that the page views can be from any LinkedIn user, even those that don’t follow your page. If you’re running a LinkedIn ad campaign or external brand advertising, you may see an increase in Page Views of LinkedIn users who are scoping out your company. Make sure your page is ready for these visitors with a clear “About” section, pinned content that has an impact, and great branded images.
Updates: Getting deep into your content’s performance allows you to craft a data-backed strategy for your LinkedIn updates. Use LinkedIn’s native analytics features or a third-party data aggregation tool to track update performance. Data you’ll want to explore includes:
- Update Impressions
- Engagement Rate by Impression
- Engagement Rate by Follower count
- Hashtag performance
- Best Time to post
- Update Type
Getting these details shows you exactly what type of update, tone, and hashtag use your following and broader reach rewards with engagement. Here’s one example of Rival IQ’s Company Page updates over the last 90 days.
Knowing how your content performs allows you to expand and iterate on what’s working best. This way, your increased engagement will lead to algorithmic rewards, brand awareness, and sales.
The professional social network
This platform isn’t another Facebook feed. The best LinkedIn content doesn’t only sell something, it teaches and inspires. LinkedIn users come to your Company Page to check out your employees, see what’s new, and follow your page as a loyal fan. For those reasons, LinkedIn is a great place to show off your company’s niche expertise.
For example, Philips knows their audience is particularly affected by COVID-19 and their prompt solution was to create a LinkedIn Live video series with expert doctors weighing in.
While LinkedIn Live is still in beta mode you’d have to submit an application to be in their first round of brands using the features, but early adoption from your brand could certainly add a novelty factor to your audience.
Another well-placed LinkedIn piece recently was from L’Oréal, who used a creative approach to recruiting by bringing viewers into Zoom meetings with their teams around the world. The video in and of itself is a heartwarming nod to working remotely, and the subtle “join our meetings” call to action with a link to a careers page is a classy way to appeal to the job-seeking market.
Consider a brand advocate
Personal LinkedIn updates and content tend to perform better than company updates within the platform. This has a lot to do with LinkedIn’s engagement probability prioritization in the algorithm rather than a reflection on poor Company Page content. For that reason, it’s a good idea to champion a brand advocate on LinkedIn, like your founder, an influencer, your sales rep. Your brand advocate should be willing to represent your company consistently. The idea is that psychology dictates that humans trust other humans more than robots. Since your brand or company tends to be faceless on LinkedIn, a human advocate acts as a relatable authority on your niche subject matter.
LinkedIn even practices this marketing tactic. They have a myriad of LinkedIn Top Voices released every year and often employ brand advocates to champion product updates. For instance, Goldie Chan, a digital marketing and branding expert has coined the “Oprah of LinkedIn” and teaches marketers how to utilize all that LinkedIn has to offer.
Don’t sleep on LinkedIn
LinkedIn may seem like the boring big brother of social networks but the value in a dedicated following of professionals on a professional network can be priceless. Reach the exact users you’re targeting all over the web when they’re actually looking for solutions. Crafting a professional and valuable content strategy on LinkedIn sets your brand up for long-term benefits.
Curious about how your LinkedIn content performs? Get started with a 14-day free trial of Rival IQ to see where your metrics stand.
See what we’re up to on LinkedIn by following our Company Page.