There are over 20 million Company Pages on LinkedIn. If you’re not taking advantage of your largest piece of real estate on LinkedIn, you’re missing out on opportunities to build your brand, thought leadership and drive higher quality leads. We asked you to nominate the Company Pages that impressed you the most this past year and received over 13,000 nominations! Now we’re excited to share the top 10 of 2018, what you can learn from them and a bunch of additional best practices to set your page up for success.

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BEFORE WE
GET STARTED

3. Alex Rynne
Content Marketing Manager, LinkedIn
@amrynnie
Rodolpho Fidalgo
Global Digital Media Director, Schneider Electric
@RudyFidalgo

4. Agenda
• What is a LinkedIn Company Page
• The basics of setting up a LinkedIn Company
Page
• How SE navigates their analytics dashboard
• What content gets the most engagement
• How LinkedIn marketing and SE both built
engaged audiences on their Pages
• Examples of exceptional Company Pages

6. What is a Company Page?
• Attract followers
• Publish & share
content
• Promote your
brand

7. What is a Showcase Page?

8. The Basics

9. Build a strategy
around your
objectives
• Brand Awareness
• Thought Leadership
• Lead Generation
• Event Registration

10. Brand Awareness
Key metrics:
• Page followers
• Post clicks
• Engagement
• Comments

11. Brand Awareness
Turn on the ability to have more followers on paid campaigns.
At Schneider Electric all of our campaigns are optimized for
followers.

12. Thought Leadership
Key metrics:
• Page followers
• Post clicks
• Engagement
• Comments

13. Thought Leadership

14. Lead Generation
Key metric:
• Inquiries and
leads

15. Lead Generation
Lead Gen Program top performer campaign on LinkedIn, with:
• The highest CTR: 1.91%, this is 5.4x higher than the
Industry benchmark;
• Also with the highest Engagement Rate, 2.20% -
benchmark is 0.40%.
Strong CTA, based on customer stories or a quiz based on the 451
Research.

16. Event Registration
Key metric:
• Event registrants
driven from your
Company Page

17. Page 17Confidential Property of Schneider Electric |
Facebook, Programmatic &
LinkedIn
Drive traffic to landing page
website
Remarketing strategy to initiate
Look-alike, custom match, audience curated
based on time-spent
Collect lead info & pass back to CRM for
follow-up
Deliver lead ads via LinkedIn
After lead fill direct them to landing page with
YT links
Event Registration

18. Targeted Career Pages
to Attract Top Talent

19. What to Share
• eBooks, SlideShares, Infographics
• YouTube videos and native video
• Blog posts
• Case studies
• Third-party industry articles and
reports
• Helpful how-to content
• Vivid visuals (Visual is the new
headline!)
• Serial, themed posts (For example,
#MondayMotivation and
#WednesdayWisdom)

20. What to Share
• With video, catch the audiences
attention within the first 2-3
seconds
• Short videos yield higher
completion rates
• Have an engaging thumbnail
image

21. Best Practices
• Keep it short and sweet
• Pin your best content
• Visual is the new headline
• Follow the 4-1-1 rule
• Use tracking links
• Test everything
• Organic is good, but paid is
better

22. Let’s get visual

23. Keep your header image fresh

24. Here’s how SE follows
the best practices...
Performance:
• CTR: 1.40%
• Engagement Rate: 1.66%
• Avg CPC: $15.15
Best Practices:
• Concise message that tells a
compelling story through
images
• Humor works!
LinkedIn Benchmarks
CTR: .35%
Engagement Rate: .40%

25. Performance:
• CTR: .88%
• Engagement Rate: 1.07%
• Avg CPC: $19.11
LinkedIn Benchmarks
CTR: .35%
Engagement Rate: .40%
Best Practices:
• Relevant imagery boosts
engagement
• A human touch/custom
imagery outperforms stock
photos
• Telling a story through the
carousel ads
Here’s how SE follows
the best practices...

26. Performance:
• CTR: .82%
• Engagement Rate: .85%
• Avg CPC: $7.48
LinkedIn Benchmarks
CTR: .35%
Engagement Rate: .40%
Best Practices:
• Ongoing always on
campaigns yield better
performance
• Strong CTA
• Leverage Lead Gen Forms
Here’s how SE follows
the best practices...

27. How Schneider Drives Decisions with
Insights

28. LinkedIn Sponsored Content
Reach an audience beyond your LinkedIn Company Page followers.

29. LinkedIn Direct Sponsored Content
Reach your target audience directly in the feed without publishing on
your Company Page.
Personalize
Test
Control

30. Always be testing

31. Invest in your Company
Page

32. Elevate is increasing sharing behavior and impacting outcomes for employees –
we’ve seen users share 10x more on average with Elevate
Avg Monthly Shares
Pre-Elevate Elevate
10x
Avg Monthly Impressions
6x
Avg Monthly Engagements
7x
Pre-Elevate Elevate Pre-Elevate Elevate
Avg Monthly Profile Views
6x
Pre-Elevate Elevate
Avg Monthly Connections
7x
Pre-Elevate Elevate

33. Checklist for compelling Company Updates
• Add your point of view
• Include a CTA
• Keep it 150 characters or less
• Ask thoughtful questions
• Always include rich media
• Aligning content to your
followers’ needs and
interests
• Include short stats and
quotes
• Engage members through
comments
• Extend your reach by
sponsoring your best content
• Take an always-on approach
• Plan in advance with a
content calendar

34. 9 Examples of Exceptional Company Pages
1. Hays
• Creating branded imagery
gives a cohesive, consistent
look to your posts.
• Leverage your company’s
leaders to establish thought
leadership and give an inside
look into your company’s
mission and vision.

35. 9 Examples of Exceptional Company Pages
2. PTC
Create a distinct platform for
each aspect of your business
that has tailored messages
to share with its own target
audience.

36. 9 Examples of Exceptional Company Pages
3. Teleperformance
Test out serial, themed
content with your audience.
We’ve seen quotes and stats
tend to see higher
engagement.

37. 9 Examples of Exceptional Company Pages
4. Cvent
Don’t be afraid to inject a
little personality into your
posts.

38. 9 Examples of Exceptional Company Pages
5. Biesse Group
Your audience is likely
pretty diverse and will
respond better to
regionalized content.

39. 9 Examples of Exceptional Company Pages
6. Deloitte
• Move beyond stock
photos to source
visually interesting
photos to
accompany your
posts.

40. 9 Examples of Exceptional Company Pages
7. Cognixia
Use your Company
Page to drive
awareness about
upcoming events &
conferences your
company is attending
or sponsoring.

41. 9 Examples of Exceptional Company Pages
6. Michael Page
Keep caption copy to
150 characters or
fewer.

42. 9 Examples of Exceptional Company Pages
6. EY
Experiment with
different types of
videos for different
objectives.

43. Follow Us!
lnkd.in/linkedinmarketing
lnkd.in/schneiderelectric

45. Questions?