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6 Tips for a Better LinkedIn Company Page

LInkedIn is the last professional social media property where brands can still generate strong organic traffic and awareness for free. Here are 6 easy tips for making your LinkedIn Company Page better.

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6 Tips for a Better LinkedIn Company Page

  1. 1. 6 Tips For A Better LinkedIn Company Page FEBRUARY 2015 6 Tips for A Better LinkedIn Company Page -- by Tom Humbarger
  2. 2. What Do I Know About LinkedIn Company Pages I managed the AppleOne LinkedIn Company Page from January 2012 to June 2014, and this page was named one of the 10 Best LinkedIn Company Pages of 2013. Under my stewardship, the number of followers grew by more than 7x to over 28,000. In addition, the page was averaging 100,000 impressions per week and was on target to hit 5 million impressions for 2014. 6 Tips for A Better LinkedIn Company Page -- by Tom Humbarger Click here to read the blog post on the top LinkedIn Company Pages for 2013
  3. 3. 1. Post Regular Status Updates The more content you post on your Company Page, the more you will keep your company's name in front of your followers and in the LinkedIn Newsfeed. My best practice suggestion is to post status updates on a daily basis which means you will need five great posts each week to drive awareness, engagement and traffic. Once you get in the habit of posting regularly, your audience will come to rely on your ability to engage, educate and entertain them. 6 Tips for A Better LinkedIn Company Page -- by Tom Humbarger
  4. 4. 2. Post Interesting Content It is important to post interesting content that followers will find useful for their every day job or career, or that educates or entertains them in some way. You do not want every message on your Company Page to advertise your products or services because that would only serve to annoy or turn off your followers. For instance, out of five weekly Company Page posts, only one or two of the posts would be a link back to the company blog or website. For the rest of the Company Page content, I use Feedly's RSS feeder to keep track of more than 75 different blog and news feeds. I scanned the headlines on a daily basis, and select the top 12 articles to post on two different Twitter accounts. From this subset, I select the best articles to share on the LinkedIn Company Page. 6 Tips for A Better LinkedIn Company Page -- by Tom Humbarger BE... useful, educational, entertaining, interesting
  5. 5. 3. Write a Catchy Headline or Intro Readers are bombarded by countless messages every day so your posts need to quickly grab the reader's attention from among all of the content they are seeing on all of their social networks or information sources. Ask a thought-provoking question, tease the readers with a snappy tidbit or give them some reason to want to read the post. Don't forget to include a shortened URL at the end of your headline to link to your content (my favorite is Hootsuite's ow.ly URL shortener, and there are several other options to chose from as well). 6 Tips for A Better LinkedIn Company Page -- by Tom Humbarger "The headline is the most important part of any writing"
  6. 6. 4. Upload Your Own Image By default, if you paste a URL into a status update, LinkedIn will suggest a clickable postage stamp-sized photo from an image at that page. Alternatively, I have found that it is far better to upload my own image which usually with the content's title superimposed over the picture. Sometimes I use an image from the actual article or other times, I create my own using Canva. An uploaded image will be about 350x210 pixels compared to the standard 180x110 pixels which is a difference of nearly 4x. In an experiment I conducted this year, we were able to gain 87% more Impressions, 132% more Clicks and 39% more Interactions on identical posts. 6 Tips for A Better LinkedIn Company Page -- by Tom Humbarger People Like Bigger Images Click here to read the blog post on how to get more from your LinkedIn Company Page
  7. 7. 5. Empower Your Employees Most companies are still struggling with empowering their employees to engage regularly with their LinkedIn company page. At AppleOne, we had over 1,500 employees on LinkedIn, but only a small percentage were engaging with our content. We averaged 41 interactions on our status updates during the first 6 months of 2014 which would be less than 3% engagement per post assuming all of the interactions are from employees. Companies need to do a better job of explaining to employees that they are an essential part of the marketing team and highlight how critical their participation is to the overall company success. Training employees to Follow their company page, and regularly Like and Share content will greatly boost interactions and engagement. 6 Tips for A Better LinkedIn Company Page -- by Tom Humbarger Follow Like Share
  8. 8. 6. Monitor & Analyze Your Statistics It is always important to monitor your results to see what is working and what is not working, and then adjust accordingly. The Admin Analytics page for Company Pages provides a lot of great information. Generally, I would check the Analytics several times per day and I kept very detailed weekly trend data. From January to June 2014, I know that the AppleOne posts averaged more than 19,000 Impressions, 192 Clicks and 41 Interactions each. I also determined that the best engagement occurred from Tuesday to Thursday, so I always posted what I thought was the most powerful content on those days. 6 Tips for A Better LinkedIn Company Page -- by Tom Humbarger FollowtheNumbers
  9. 9. About Me I am Social Media and Digital Marketing Strategist experienced in both B2B and B2C arenas, and have proven expertise in multiple industries. My many achievements include: creating social media and digital marketing strategies, managing social media properties on a daily basis, curating content and writing blog posts, developing training materials and instructing associates on best practices, engaging with customers and prospects, and evangelizing stakeholders and customers. I have been fortunate to be involved in Social Media since the beginning of the social media revolution in 2006, and I was the 82,754th person to join LinkedIn in December 2003. Contact me by email via tom@humbarger.com or check out my blog or LinkedIn Profile for more information on how I can help your company achieve your social media goals and objectives. 6 Tips for A Better LinkedIn Company Page -- by Tom Humbarger Click here for my LinkedIn Profile Click here for my Social Media and Marketing blog

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