5 Secrets to Improve Your LinkedIn Company Page

When it comes to standing out on LinkedIn, it’s important to go beyond the basics when creating a Company Page (or personal profile, for that matter). Your Company Page should be more than just a place to provide your business details, it should be an interactive hub for telling your story, adding value to your community and engaging with visitors.

You may have already nailed a basic Company Page setup, but implementing these five tips into your page and posts will help you create engagement and build influence — which means more warm leads!

Use native video

Text posts just don’t cut it anymore — it’s all about visual content and in particular, video.

LinkedIn recently rolled out the native video feature for businesses, allowing us to run video ad campaigns and use video on Company Pages. After running the beta program, LinkedIn stated that Company Page video was five times for likely to start a conversation among members compared to other types of content. That’s huge! This is why we strongly encourage businesses to start using this feature.

Make videos that share about your product or service, or even use video to talk to you audience. The possibilities are endless. Always make them clear, concise and high quality to grab the most attention!

Track your links

It’s a good idea to include tracked links on your Company Page and in your posts to capture data and better understand your inbound traffic sources. By now you are probably aware of the insights that your Company Page can provide, but what about monitoring traffic and behaviours from those who click through to your website from LinkedIn?

Including tracked links will help you understand what attracts the most clicks so you can continue to refine your content and better understand what peaks your audience’s interests.

Switch up your content sources

It’s important to keep your content focused on adding real value to your audience, rather than just sharing for the sake of sharing, or letting your company share too much about itself. Content about your company can indeed add value, but can sometimes appear too ‘salesy’ and will start to lose impact over time.

As a general rule, for every piece of content you share directly from or about your company (or about yourself), you should share four pieces of content from other reliable sources. We recommend using a platform such as Feedly to find interesting, industry relevant content to share from around the web that will spark conversation and keep your audience engaged.

Get to the point

It’s tempting to share long updates with lots of information, but posts should be kept short, sharp and to the point. Try sharing links to other content on the web accompanied by a short statement, call out or question to your audience, for example: “Elon Musk is rumoured to be stepping down as chairman of Tesla – what implications do you think this could have?”

You only have a few seconds to capture your audience’s attention, so make it count! If you have a longer piece to share, upload it as a blog or article instead and share an update on your Company Page that links through to it.

Rotate your images

So you have created a strong header image – great! We recommend rotating this image at least every six months or so to keep your page looking fresh. Coordinate your header image with your Company Logo for the most impact.

Also, remember that each update you post appears under the “Recent Updates” section towards the top of the page. This is a great opportunity to draw attention to your content, so make sure that each post is accompanied by a high quality, eye catching image.

For more tips on how to grow your Company Page and personal profile, be sure to connect with us on LinkedIn!