LinkedIn, the world's largest social media platform specifically targeting the business community, has grown to roughly 350 million users in 2015 according to Statista. And businesses have taken note with more 4 million of them flocking to create company pages in order to tap into this critical mass of business professionals.
If you have a company page, follow these best practices to drive brand loyalty and generate qualified leads -- ensuring you get the most of your time investment.
Establish a strong presence by crafting a compelling and search-friendly company description, leading quickly with impactful, keyword-rich copy.
Attract followers by producing compelling content of interest to your target market. Post an update at least once per day by identifying regular contributors and creating a content calendar. Make content go further by breaking up lengthy material into a series, encouraging readers to regularly tune in. Avoid being too sales-y with your updates, making sure each update offers real value to followers.
Links and questions drive engagement. Updates containing a link are reported by LinkedIn to drive 45 percent higher engagement levels than those without, with those featuring questions (e.g., about industry trends or new products) driving 50 percent higher engagement.
Share relevant content found outside of LinkedIn, such as the results of third-party research, customer satisfaction scores, customer comments on a recent blog post, or feedback by customers captured through your call center.
Target your updates to particular audiences. If you have followers all across the world, but plan to post content about a local event you're hosting, you can target that content to your local footprint. Other targeting options include: company size, industry, function and seniority.
Embed "like" and "share" plug-ins within your website to encourage LinkedIn users to easily share content from your website with their network or to simply notify their connections that like a product or service featured on your site.
Actively participate in groups comprised of your targeted prospects. Contribute to popular discussions, establishing yourself as a subject matter expert. Where appropriate, link to your company page or website with additional information you deem helpful to those in the group.
Monitor LinkedIn analytics regularly to determine the best time to post your content, though generally morning updates generate the strongest engagement, followed by shortly after the workday. Also measure the engagement rate for your company page and specific updates. Engagement is the ratio of clicks, likes, comments and shares to total impressions, which helps you understand what content is resonating most strongly with your followers.
Your conversion rate is the ultimate best practice in tracking your LinkedIn company page performance, as it measures how successful your LinkedIn company page has been at driving qualified leads into your organization.
Lori Turner-Wilson can be reached at www.redrovercompany.com.