As the leading social media channel in professional networking for individuals, LinkedIn may seem like an afterthought as a platform to promote your business. However, following a few recent rollouts for company pages, there are now more ways than ever to market your business on Linkedin.
To start, there are a few basic practices that you’ll want to make sure you’re following. Those include:
- Full optimization
- Take advantage of every field within your company page to feature all information possible
- Consistent posting times
- 1-2 times per day with a consistent voice
- Creative visuals
- Graphics and photos that will catch your followers’ eyes
- Engaging captions
- Don’t limit your creativity to just the visual aspect of your posts. Ask questions and encourage your followers to comment
Whether you’re posting company updates, recognition of employees, or promoting events, visually compelling images and videos go a long way in attracting more people to your feed. In-house photos are typically best, but created graphics are a great way to spice up your content as well. Tools like Canva and Lunacy give you all the graphic design skills you need.
Though less visual, polls are another effective way to put your finger on the pulse of what your followers are interested in. They’re also fun for people to interact with. Keeping these lighthearted but also posing a question that gives you some customer insight is an easy, free way to do some small market research.
Almost every caption within your updates should include a call-to-action with a link. However, there are times where no links work best. Engagement rates have been found to be quite similar between posts with links and posts without. Occasionally sharing updates without links also breaks up your feed visually and helps those specific posts stand out more.
While LinkedIn does come with its own analytical platform, there are even more ways you can track your page’s data: more links! By adding a tracking code to the end of the links included in your posts, you’ll be able to see where traffic to your site came from, allowing you to modify your posting strategies if one category clearly outperforms another.
Last but not least (and unsurprisingly), one of the most effective ways to boost your company page on LinkedIn is by running targeted ads. The key here is knowing how to target accurately, including knowing what locations you want to reach, demographics, work experience, education and more.
When setting up your ads, you can choose to run them as sponsored content, sponsored InMail, or text ads. Sponsored content will appear natively in users’ feeds along with all other content that those individuals follow. Sponsored InMail sends personalized ads directly to users’ inboxes. Text ads operate similarly to PPC ads, or pay-per-click, and appear on the sidebar of the LinkedIn website.
Choose the ad format that makes the most sense for your campaign, make sure you have a clear objective when creating it, and start testing. A/B tests for LinkedIn ads are crucial in determining which generate the most clicks, leads, and more. Once they’re up and running, track their performance and experiment with different types to figure out what works best for your business.