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A frequent inquiry I encounter from small and mid-sized business owners and entrepreneurs regarding LinkedIn is whether they should establish a LinkedIn Company page alongside their personal profiles.
I always give the same reply: You should do everything you can to enable people to find you online.
With one billion members globally and more than 150 million members in Latin America, LinkedIn has consolidated as the main platform for those looking to network and develop business connections
How LinkedIn Company Pages Work
Your company page is your brand’s profile on LinkedIn. Unlike a personal profile that the owner can only manage, a company page can be managed by multiple people with authorization. Your company page is used to manage your corporate brand.
If you haven’t ventured into this space yet, LinkedIn Company Pages are not only cost-free to set up but also act as a seamless extension of your company website. With over 67 million company pages listed, you can effortlessly share job openings, links to the latest company updates and help potential customers and job candidates learn more about your business, brand, products, services and opportunities.
Whenever someone clicks on your company name or logo within LinkedIn, they will be redirected to your Company Page and then they can reach out to your website as well. It will boost your company’s visibility within LinkedIn’s Search box and on popular search engines like Google. Additionally, your employees can link their individual LinkedIn profiles back to your Company Page, actively driving traffic to it through their personal networks.
Five Mistakes to avoid if you plan to grow your page organically
- Posting irrelevant or boring content
Consider your company page as the ultimate landing page for your target audience. If the content you share lacks clarity or relevance, you risk losing their engagement. To prevent this:
- Ensure that each piece of content serves a specific purpose for your target audience, offering a clear and relevant takeaway or addressing customer pain points.
- Align every piece of content with a distinct business objective. Is it meant to enhance brand awareness through informative content, or does it aim to capture leads by offering valuable free resources?
Whether you’re a job seeker, business professional, or industry expert, your time is better spent on networking, learning, and sharing valuable insights, rather than sifting through irrelevant posts.
When you produce simply boring content do not expect great results. A dearth of emotion-triggering content on LinkedIn Company Pages can hinder engagement by failing to resonate with the audience. Emotionally compelling content often garners more attention, interactions, and shares, ultimately fueling increased engagement and connection with the brand.
To grow your LinkedIn audience, consistently share captivating content with the assistance of a content marketer or content strategist.
- One-way communication
This is a cardinal sin in the world of social media, and it’s astonishing how many businesses post content solely for the sake of posting. Neglecting your audience’s comments and preferences defeats the very purpose of having a LinkedIn page.
Think of LinkedIn, and, in fact, most social media, as a two-way walkie-talkie. Listening is just as vital as speaking, but how can you achieve this effectively?
Begin by analyzing which LinkedIn posts resonate most with your audience. A monthly content review will unveil what they appreciate and what garners the most engagement through comments. Equipped with this insight, prioritize these post types in your social media strategy.
Promptly respond to individuals who engage with your posts, fostering an ongoing channel of communication that encourages further interactions.
Furthermore, engage as your Company Page on relevant posts. LinkedIn notifies you when discussions aligned with your interests gain momentum. Commenting on these popular posts allows your page to ride the wave and gain visibility. A word of caution: ensure your comments feel authentic rather than coming across as blatant self-promotion.
Remember, LinkedIn is not just about broadcasting your content; it’s about building and actively engaging with your network.
- Not involving employees
Your employees serve as valuable brand ambassadors. By not actively rallying your coworkers and employees to engage with your LinkedIn Company Page posts, you’re neglecting a potent distribution channel. The untapped potential within your workforce is immense, as encouraging their interaction with Company Page content extends your reach and enhances content visibility.
Your employees and coworkers offer more than mere viewership; they are wellsprings of content themselves. Consider showcasing them as industry experts, providing a platform for them to share business-related insights with your audience. Make your content easily accessible for employees to share on their individual LinkedIn profiles, allowing them to tailor captions to their specific audiences and expand your content’s reach.
Moreover, promote thought leaders within your company to grow their LinkedIn networks. This not only bolsters your brand’s credibility but also nurtures a community of like-minded professionals centered around your business
- Posting promotional content all the time
Regardless of your objectives on Linkedin, the key is delivering value to your audience. One common misstep brands make is presuming that what’s valuable to them aligns with their audience’s interests. They end up using their social platforms for incessant self-promotion, adopting a ‘sell, sell, sell’ approach, without considering what truly resonates with the people they want to connect with.
Rather than merely broadcasting, transform your social platforms into avenues for engaging in existing conversations. Actively listen to the topics your audience is already immersed in, absorb the insights influencers are sharing, and then tailor your content to provide meaningful responses to these cues.
- Not inviting personal connections to follow your page
Message connections from your personal profiles who are in your inner circle and send them a personal request to follow your company page. Include the company page link to make it easy for them.
Linkedin Company pages allow administrators to invite up to 250 relevant connections per month from their personal LinkedIn accounts. So, why you don’t use it to its fullest?
Growing followers will give more traction to your LinkedIn Company Page. The potential reach and impact of your LinkedIn Page increase along with its number of followers.
WANT TO TRANSFORM YOUR COMPANY PAGE IN A LEAD GENERATOR MAGNET?
Area CV is your trusted partner to help you create a high-level, goal-oriented LinkedIn Company Page that brands your company effectively. A polished LinkedIn company page builds your company’s professional brand and leads to potential business opportunities.
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