With slower summer days at the office, now is the perfect time to revisit your marketing plan. Although your office may not be experiencing a flurry of activity, you don’t want the same to be happening with your social media pages. Use your downtime wisely by taking a look at how your pages are doing with engagement from your audience.
In this post, we’re focusing on LinkedIn. Your strategy may be holding you back from getting the most engagement on your Company Page. Here are eight ways to get more from your audience on LinkedIn, and take advantage of all of its features.
1. Post a variety of compelling content
Mix it up! Avoid posting the same kinds of content over and over on your Company Page. People will get bored if you’re only posting promotional material or solely industry news.
Types of content to post:
- Articles that would interest your audience
- Links to your company’s blog posts or articles
- Visuals: graphics, photos, videos
- News and exclusive content about your company
- Industry news
2. Make your updates stand out in the mix
Here are some ways to make your updates stand out from the rest (this applies to both Company Pages and personal profiles):
- Sum up whatever you are sharing with a concise intro and snappy headline, or share an interesting quote from the article as a way to spark interest.
- Include a call to action with a link. Including a link will drive 2x the engagement.
- Make sure the images or thumbnails posted with your updates are relevant to the content being shared since they further convey your message. Sometimes the wrong image pops up, and this could throw people off. No thumbnail image at all will take away value from the post.
- Including an image or some rich media will help your updates stand out. Images result in a 98% higher comment rate.
- Post videos from YouTube. Links to YouTube videos play directly in the LinkedIn feed and usually result in a 75% higher share rate.
- Engage with people who comment on your posts. Keep the conversation going!
3. Post at optimal times of day
Increase engagement with your content by posting your updates at a time of day when most of your followers are on LinkedIn. Data from HubSpot shows the best days of the week to post updates on LinkedIn are Tuesday, Wednesday, and Thursday. The best times to post are between 7 – 8 a.m. and 5 – 6 p.m. (beginning and end of a typical work day). Posts get the most clicks and shares on Tuesdays between 10 – 11 a.m. LinkedIn consists primarily of a B2B audience, which is most likely the reason the highest engagement rates are during weekdays and business hours.
However, you’ll also want to post updates throughout the day –even on the weekends – to increase post visibility and engagement with those logging in throughout the day. There are some professional who do engage all week long, so consider an always-on approach.
4. Sponsor important updates
Like other social media platforms such as Facebook and Twitter, LinkedIn gives you the option to advertise updates to expand your reach. If you’re a business with a healthy budget moving from print to digital advertising, you may want to allocate some money towards sponsored updates.
With sponsored updates, you can reach your target audience beyond your followers and get your message out to the right people. Sponsored updates raise greater brand awareness, generate quality leads, and promote deeper relationships with your audience by extending the reach of your company’s updates. You’re able to define your audience using criteria such as location, company size, industry, job function, and seniority. You can monitor the performance of sponsored updates with LinkedIn’s detailed reporting tools.
Before you go through the process of sponsoring an update, know your audience. Are you speaking to colleagues or companies you might do business with? Remember, LinkedIn consists primarily of a B2B audience, so you may need to speak to them differently than you would speak to your customers. Make sure your message is appropriate for your audience.
LinkedIn’s Sponsored Updates User Guide will show you step-by-step instructions on creating, managing and analyzing sponsored updates.
5. Create Showcase Pages
Showcase Pages are extensions of your Company Page, designed for spotlighting a brand, business unit, or initiative. They are niche pages. With this awesome feature, you can create a page for aspects of your business with their messages and audience segments to share with. All Showcase Pages link directly back to the Company Page, which means your pages are all centralized around your company.
LinkedIn users can follow singular Showcase Pages without following the business or their other Showcase Pages. This allows businesses to promote for and cater to the audience specific to the page.
As with a Company Page, you can share updates and sponsored updates with LinkedIn members who can now follow the aspects of your business they’re interested in. However, unlike a Company Page, there are no careers, products, or services tabs at the top of the page. And employee profiles cannot be associated with a Showcase Page.
You can create up to ten free Showcase Pages. To create Showcase Pages, click the “Edit” menu on your Company Page. Select “Create a Showcase Page.” For more information, review LinkedIn’s frequently asked questions about Showcase Pages.
6. Choose the right profile and banner images
As with your other social media pages, your company’s logo and a banner image will bring your LinkedIn page to life. Your logo appears when members search for your company as well as on your employees’ profiles, so be sure it’s the right size. Also, be sure your banner image is the right size as well.
Banner Image: minimum 646 x 220 pixels; PNG/JPEG/GIF format; maximum 2 MB; landscape layout (image should be wider rather than taller).
Standard Logo – 100 x 60 pixels (image will be resized to fit); PNG/JPEG/GIF format; maximum 2 MB; landscape layout (image should be wider rather than taller). LinkedIn will be supporting higher resolution logos up to 4 MB, which require a minimum size of 300 x 300. This change will be rolled out gradually and won’t impact the quality of the image currently being used.
Square Logo – 50 x 50 pixels (image will be resized to fit); PNG/JPEG/GIF format; maximum 2 MB.
7. Monitor and analyze through analytics
Leverage Company Page analytics to track engagement on posts, follower growth, and key metrics and trends. Use that valuable data to optimize, refine, and customize your content. Page admins can view rich data about their Company Page divided into specific sections: Updates, Followers, and Visitors.
The Company Updates section has three areas: Updates, Reach, and Engagement. The Followers section is divided into four areas and provides information on where followers are coming from, their demographics, trends, and competitive comparisons. The Visitors section contains information on visitors and viewers of your page. This information was previously available under Page Insights and was moved into the Analytics tab.
8. Link your Company Page to your personal profile
By linking your Company Page to your personal profile, you’ll create awareness for your business and the page. To do this, go to experience, click on your company name to edit the position, click “Change Company,” and then start typing the name and the page should pop up.
Get some inspiration for improving your Company Page from the brands that are on top of their game. LinkedIn has named these Company Pages as the best of 2014:
If you’re overwhelmed by how much time and effort it takes to optimize your LinkedIn Company Page, feel free to contact us for assistance. inBLOOM offers a complimentary consultation for new clients. We’ll incorporate our ways to increase engagement on your LinkedIn page into a social media strategy tailored to your business.