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LinkedIn Pages: New Features to Drive Organic Growth on LinkedIn

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At LinkedIn, we’re driven by one mission: to create economic opportunity for every member of the global workforce. To do this, we’re helping organizations big and small grow their professional community through their LinkedIn Page, leading to more revenue, more jobs, and more people #inittogether to change the world.

Join us to learn about the newest Pages features (such as Communities Hashtags, Content Suggestions, and Invite to Follow) and our best tips for making the most of your Page. You’ll get actionable advice on how to complete your Page for 30% more page views, how to post content that drives 2x the engagement, and tried-and-true strategies for growing your followers.

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LinkedIn Pages: New Features to Drive Organic Growth on LinkedIn

  1. 1. Welcome and thank you for joining LinkedIn’s Live Webinar • We will start at 11am PT | 2pm ET • Please note that the audio portion will stream through your PC/Laptop speakers. There is no separate dial-in option. Be sure to check your speakers to ensure they are turned on and that volume is at an audible level. • Please enter questions into the Q&A module • Check out the Resources module for related content • If you have any technical difficulties, make sure that Flash is enabled and try refreshing your screen. We also recommend changing browsers. Before We Get Started
  2. 2. Driving Organic Growth on LinkedIn Kylee Lessard Product Marketing, LinkedIn Pages Julia Abelsky Product Management, LinkedIn Pages Amanda Wood Social Media Lead, Hootsuite
  3. 3. Vision Portfolio Pages Best Practices 1 2 3
  4. 4. Create economic opportunity for every member of the global workforce
  5. 5. Customer demand Businessgrowth
  6. 6. $ $ $ $ $ $
  7. 7. The right audience Retargeted visitors Demographic segments Audience extension Job seekers Employee networks Intent signals Saved sales leads High quality reach at scale 40M business decision makers 100M Members come back
  8. 8. Vision Portfolio Pages Best Practices 1 2 3
  9. 9. Your foundation in the world’s professional community
  10. 10. Complete reimagination Know and grow your audience Join the conversations that matter most Engage your people
  11. 11. Know and grow audiences with Content Suggestions
  12. 12. Join the right conversations with Communities Hashtags
  13. 13. Engage your employees with in- product notifications
  14. 14. LinkedIn Pages Know and Grow Audiences Join the Right Conversations Engage your People Join the Right Conversations Engage your PeopleInformed Strategy Accelerate growth with our portfolio of solutions LinkedIn Advertising Key Learnings Your Foundation Business GrowthBusiness Growth
  15. 15. Manage your LinkedIn Page with Hootsuite @mention Pages in LinkedIn posts Schedule and publish video Audience targeting Monitor activity and engage with your audience
  16. 16. Vision Portfolio Pages Best Practices 1 2 3
  17. 17. Build a compelling presence through your LinkedIn Page LinkedIn Pages is your place in the world’s professional community ●Complete your Page ●Publish & share content (at least monthly) ●Attract followers (+150)
  18. 18. Companies with completed and active Pages are more successful at achieving growth objectives You’ll need to add the following: ● Logo ● Industry ● Description ● Organization Type ● Location (city + country) ● Website URL (if you have one)
  19. 19. Post Engaging Content When to Post What to Post How to Post
  20. 20. Define your growth objective(s) & set SMART goals LinkedIn Pages can support your organization in so many ways ●Are you trying to build a network for social selling? Establish yourself as a thought leader? Recruit top talent in your field? ●A SMART goal is: ○Specific ○Measureable ○Attainable ○Realistic ○Time-Bound
  21. 21. Post Engaging Content When to Post
  22. 22. Pages that post daily get 2x the member engagement 100M Know & grow your audienceWhen to Post To capture mindshare, organizations should post daily, 1-2 times/ day. Overtime, this will establish your brand as a trusted voice. of members visit LinkedIn monthly. 1-2 times/day Fortune 500 Executives from all 30% Comments, likes and shares are up year-over year. 45% About Of LinkedIn articles readers are in upper- level positions (managers, VPs, Directors, C- level) Companies are members 45% Of all social media traffic to a company’s homepage comes from LinkedIn 40M Are in decision- making positions 61M LinkedIn Users are senior- level influencers &
  23. 23. When to Post Consider time of day and publishing volume 1)Consider posting Monday - Friday during 9-5pm 1)Test publishing volume to maximize engagement 1)Save time by scheduling content
  24. 24. Post Engaging Content What to Post
  25. 25. Using Content Suggestions to Discover Trending Topics & Articles Refine insights by job function, industry, seniority, and more. See content and topics your followers/audien ces are engaging with, across LinkedIn. What to Post
  26. 26. What to Post Leverage the voice of your customers or employees to highlight the best of your brand Keep it authentic by re-sharing your best customer testimonials or employee shout- outs
  27. 27. What to Post Include videos, custom images or documents to bring your brand to life DocumentsCustom ImagesVideo
  28. 28. What to Post Coming soon, brands can give Kudos on LinkedIn Send a thank you Recognize impact Spotlight an inspirational leader
  29. 29. What to Post Quick tips for Video 1-3 minutes Opening shot of video should be compelling Strong opening Keep it short Authentic, not overly-produced content stands out in the feed Keep it casual Optimize for mobile audiences (with volume on “mute”) Add captioning
  30. 30. Hootsuite posted a custom video for their Social Trends campaign, which netted: 150% more impressions vs. traditional posts on LinkedIn 130% more engagement when using a custom graphic vs. a link preview in posts Create your own rich media assets to stand out What to PostWhat to Post
  31. 31. What to Post Make it a two-sided conversation, get creative, and ask questions!
  32. 32. What to Post Test your messages & broaden your content mix 1)Tone: Playful, serious, informative? 2)Copy length: Short or long-form? 3)Rich media: How do visuals support the messaging? Try different messages to see what approach sticks. Play around with... 1)Thought leadership from your executives 2)Company news and updates 3)Job postings and perks Reach a broader audience with more content formats. Consider the following...
  33. 33. Post Engaging Content How to Post
  34. 34. Include Community Hashtags with each post Tell a stronger brand story, by keeping members up-to-date on what matters most to your brand How to Post Expand your professional community and grow followers by clicking into the hashtag feed and joining in on conversations with members who may not be currently following your Page
  35. 35. Do it all in one place Collaborate Schedule posts How to Post Securely manage multiple LinkedIn Pages and social profiles in one place. Easily share content (including video), engage your followers and measure success from a single platform. Save time by scheduling your LinkedIn content in Hootsuite. Use Hootsuite to make life easier Learn more about managing Your LinkedIn Page in Hootsuite https://hootsuite.com/linkedin
  36. 36. Posting Tips Let’s Review! What to Post How to PostWhen to Post ●Use Communities Hashtags to track member engagement and join conversations ●Post and respond on the go with Mobile Admin ●Use Hootsuite to make scheduling easier ●Post daily, 1-2 times per day, to establish a trust cadence with your audience ●Try posting Monday - Friday between 9-5 ●Test to figure out your sweet spot ●Use Content Suggestions to identify what’s top of mind ●Reshare @mentions from employees & customers ●Include images or videos ●Create your own rich media assets to stand out ●Make it a two-sided conversation ●Test your messages & broaden your content mix Screenshot this slide for a handy checklist
  37. 37. How to Grow Followers
  38. 38. ONE TIME Your Game Plan for Growing Followers... How to Grow Followers Ask your employees to update their LinkedIn profile → this is newly important! Add the LinkedIn “Follow” button to your website Invite your first-degree profile connections to follow your Page DAILY Link to your Page in all of your marketing comms Post daily to establish a trusted voice Reply to comments & encourage further discussion Interact on your Communities Hashtag feeds X1 WEEKLY Review analytics weekly to identify which content performed best, and where there are visitor and follower opportunity gaps Ensure you are publishing a broad content mix to attract new audiences MONTHLY Encourage your employees to re-share your content with Employee Notifications (coming soon) Switch up your Communities Hashtags to reach new, relevant audiences Screenshot this slide for a handy checklist
  39. 39. Measuring Success
  40. 40. Measuring Success Get comfortable with your Analytics tab Track: ●Visitors: Traffic ●Followers: ‘Subscribers’ ●Updates: Content performance Understand the firmographic make-up of your visitors & followers (industry, company size, location, function, etc.) Track mobile vs. desktop visitors Toggle between metrics (different per tab)
  41. 41. Hootsuite tips for measuring success on LinkedIn 1) Use UTMs on all content published to accurately measure the success of your content 2) Review content on a per post level to analyze the impact of each post 3) Pull an aggregate report so you can easily see how well a campaign is performing
  42. 42. Q&A

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