Once upon a time, years ago, a LinkedIn company page was created. Let’s take a look and see what it is like now. Something we see a lot is that the pages are not as well maintained as they should be. That’s why we are writing this blog, here we give you 12 tips to improve your profile.
1. LinkedIn business page background picture
We’ll start at the top. Since last year, you can add a background photo to your page. We see that many company pages haven’t done that yet. This is something important because it’s the first thing you see. A kind of business card. Size: 1536 x 786px. A narrow wide picture. Keep in mind that the account information will be placed over the middle part. Keep it simple. You can move the image to the right place.
2. Variation of LinkedIn content on your company page
It’s not always the obvious content that performs well. You need variation in the content you share. Content that generates traffic, where you can watch a video, but also content that leads to reactions and increases the engagement of your page. Which subject you choose depends on your target groups. And of course, how well you know them. ? Here is an example of the Wavin Group, special chairs made of the material that the target group loves so much: plastic tubes. Purpose of this post: interaction on the page.
3. Optimize your LinkedIn business page for Google search
LinkedIn business pages are easily picked up by Google. You can also see that when you try to find a company using Google. Google screens the first 156 characters of the text on your page. So especially the first part of your description has to contain the right keywords. Write concisely. You can elaborate later. But the most important thing is the first part. Write according to the principle of the ‘converted pyramid’. Keyword research can be done with Google AdWords Keyword Planner, another nice tool is Kwfinder.
4. SOLUTION-ORIENTED BUSINESS DESCRIPTION FOR YOUR LINKEDIN BUSINESS PAGE
In the ‘company description,’ we see many companies that randomly repeat what is on the website. Besides the fact that you have to take into account what Google finds in the first part of your description, we advise you to write a text dedicated to LinkedIn. Use the space you get, but treat it as a press release. The most important thing first, then the useful but not vital information and then you can expand further. Make sure you always include your contact details in the description, then you make it as easy as possible for companies to do business with you.
And now comes the ‘magic’ writing tip – let go of the products and services, and write about the solutions you offer your customers. That’s what gives your prospects the greatest added value. Think carefully about what they are looking for. LinkedIn itself also functions as a search engine. You don’t have much to choose from in the design of your text. Play with enumerations, use capital letters and create space in your text. Work with what is possible.
5. ADD SPECIALTIES TO YOUR COMPANY PROFILE – DON’T BE SHY!
Under the “About Us/About Us” section, LinkedIn offers you the possibility to add specialties. This is similar to the ‘skills’ on your personal profile. Use that opportunity! You can add 20, use this to your advantage! These are all kinds of keywords you can be found on. It’s wise to do some research on keywords before you choose. Stay close to who you are as a company.
6. Get started and CREATE A LINKEDIN AD ACCOUNT!
Few companies take advantage of the opportunities offered by LinkedIn advertising. Advertising on LinkedIn is starting to look more and more like Facebook. With very detailed target group definitions and all kinds of advertisements. For example, you can use LinkedIn lead ads when you’re offering a special survey or when you have been working on a white paper for a long time. You can also present a special offer relevant to your target market, or just make an update more visible. It’s too long of a story to deal with now. We’ll write a dedicated blog about this. LinkedIn advertising starts here.
7. MAKE SURE YOUR EMPLOYEES FOLLOW THE PAGE AND THAT THEY LISTEN, REACT AND SHARE
And that’s easier said than done. It depends on the people themselves and on how familiar the organization is with social selling techniques and promotion of ’employee advocacy’. Step 1 is to ensure that all employees with external contacts have a LinkedIn profile and follow the company page. Advise your staff to turn off LinkedIn notifications via email and ask them to install the LinkedIn app and check it regularly. Ask them to share any update relevant to them with their network, as long as the updates are interesting to your network. When you share something with your network, explain to your network why you do this. “Are you interested in …, then…”. “What do you think of this…?” Or “Do you know, or do you have a company that suffers from…? Is this perhaps a solution?”
Repeating questions encourages interaction. Don’t forget, when your employees join in on the fun, your range gains an enormous boost. You can also just share a message and tell them that you are proud of the company you work for. Your network will most certainly respond enthusiastically to this. This is a nice LinkedIn tutorial that helps marketers get ’employee advocacy’ going. Did you know that LinkedIn has a special program for this? It’s called LinkedIn Elevate.
8. TAG RELEVANT PEOPLE AND COMPANIES
Use the ability to tag people and companies on your LinkedIn business page. You can do this by starting a sentence with the @ symbol and then typing the name of the company or person you want to inform about the update. Make sure you do this when several people have worked on your content or a project, otherwise there’s a small chance that they will see the update. Through the tag, they will see the update appear on their list of notifications. Many will also respond. This will give your reach and engagement a new boost! You can tag in the message itself, as well as under the message in the comments.
9. CHECK YOUR LINKEDIN COMPANY PROFILE ON YOUR MOBILE
Try not to forget to not only adapt your business page to the standard web format, but also take a look at the page with your mobile device. A background photo can look great on a desktop or laptop, but the most vital information can disappear when you look at it on your mobile. Make a habit of regularly viewing your page on your mobile and adjust your image strategy accordingly so that your image is displayed optimally on a mobile device.
10. SO MUCH MORE CAN BE DONE WITH IMAGES ON LINKEDIN
LinkedIn has made giant leaps in recent years. You’ll need a moment to examine where everything is. Especially in the visual department, there is so much more to it now than a while back. Still, many companies get stuck in sharing an update with a link and an ordinary photo. So unfortunate. Just look at the wonderful options you have now. You can also try it with square images and even square videos on LinkedIn. Our advice is to try out all kinds of things and look into LinkedIn analytics to see what your target groups respond best to.
11. A CTA (CALL-TO-ACTION) IN YOUR UPDATE AND LINK ‘ABOVE THE FOLD’
LinkedIn collapses longer messages. For some reason, people are used to ending a message with a CTA or call-to-action, often followed by a shortened link. Keep in mind that messages are collapsed. You don’t want readers to have to open your message first to see the CTA and the link. So, move it ‘above the fold’ as it’s nicely called – above the place where the message is collapsed. This leads to better conversion. Even better is to write very short messages.
12. STAY ‘TOP OF MIND’ – POST A REGULAR UPDATE
The effect of your latest update fades away rather quickly. Unless you use your content to hit the nail on its head or hit a sensitive chord. We often see messages with a lot of comments that are shared by people, rather than on company profiles. So, to stay relevant, you’ll need to post regularly. Try to do this at least twice a week. More can be better, but only if you manage to deliver quality as well. The time of placing content just to place something is long gone. Now is the time for relevance (target-group-focused content), content that offers added value for your target groups. Quickly get to work with these first 12 tips! The second part will follow soon.
If you need help getting your employee advocacy program up and running, or assistance with setting up your social media guidelines or troubleshooting guidelines (what to do in case of negative comments). Please contact us, send us an email, or give us a call; we’ll be happy to help you on your way!