LinkedIn is a social media platform built around business and professionalism, so it just makes sense that it would be a great platform to market your business. This is why it's so essential to have a company LinkedIn page for your business and to utilize all of its features.
In the last year or so, the platform has been making a lot of changes to both its personal and company page designs as well as the features it offers for both personal and business use. By taking advantage of all of these features, you can use your company LinkedIn page to generate more awareness around your business.
Here are a few new features to use on your company LinkedIn page in 2019.
Mobile App Update
Although personal users have been able to use the LinkedIn mobile app to engage and post updates for years, the same capabilities weren't given to company page admins. Now, with the LinkedIn smartphone app, company page admins can create content and engage with their audience straight from their mobile devices.
This is huge because not all LinkedIn engagement happens during the workday. Many people are checking their LinkedIn notifications and scrolling through feeds to see updates after work, during their commute, or while drinking their morning coffee.
Being able to be present during all of these times is so important for company page admins. Because conversation is the most important part of social media marketing, it's essential to have the ability to respond to any comments or shares in real time.
More Post Types
Most social platforms limit their post types to text, photo, video, or link posts. LinkedIn company pages can now share even more types of posts including PDFs and docs. Being able to upload these types of informational documents directly to a LinkedIn post can help exponentially with content marketing efforts, especially since most ebooks, white papers, and case studies tend to be in PDF form.
Content Suggestions
LinkedIn also offers a new section within your admin dashboard called Content Suggestions, which allows company page admins to explore relevant content to share with your audience. You'll choose your industry and location that you want to find content within, and Content Suggestions will load an entire library of related posts and articles that have been shared across the platform.
This is great for finding content to engage with, as well as finding content and content inspiration for what to share on your own company page. Getting an inside look at what your audience is already engaging with can help you to improve your own LinkedIn strategy.
Now how can you use these fun new features to your advantage? Let's go over a few of our favorite ways to use LinkedIn for marketing in order to grow both your LinkedIn company page and your business as a whole.
1. Have your employees help.
We all know how algorithms work. Company posts don't get nearly as much love as posts made by individuals. In fact, studies show that employee posts receive 561 percent more reach than company posts. This means you want to get your employees in on the social media game.
Have them share your blog posts on their own profiles and tag your business. If your company does events, team building, retreats, or other activities together, ask your employees to share photos on LinkedIn in addition to their other social media profiles, tagging your business and explaining the activity.
Getting employees in on the LinkedIn action can help exponentially increase your reach, your brand awareness, and your LinkedIn company page followers.
2. Use hashtags.
LinkedIn has just improved hashtag usage on their platform, so it's recommended to use two to three hashtags within each of your posts. This helps viewers to find your content while they're searching through the hashtags you've included on your posts.
LinkedIn has also created communities around hashtags. Your company page can select up to three relevant hashtags to include as feeds on your profile, and you can then like, comment, and reshare posts from within those hashtag feeds.
3. Fill out all pieces of your company page.
There are so many bells and whistles to your company page that you probably haven't even noticed yet, especially with all of the new updates. Be sure that you're checking your page regularly for new updates, and filling out every available section you can for now.
This includes:
- Company name
- Logo
- Cover photo
- Tagline
- Custom button
- Company description
- Page details
- Specialties
- Locations
- Hashtags
- Featured groups (if your company runs a LinkedIn group)
Be sure to completely fill out your LinkedIn company page to ensure that any information a potential client, customer, or even employee may have about your business is front and center and easy to find.
4. Post consistently.
This rule really goes for every social media platform. If you randomly, rarely, and/or sporadically post on social media, you're not going to mesh well with the algorithm, your audience isn't going to know when they should expect to hear from you, and it's going to look like amateur hour.
Instead, it's a best practice to create a posting schedule with which you can consistently keep up. You should aim to post company news and updates on your LinkedIn page at least once a week, but two to three times each week is even better. Putting together a schedule, planning your content ahead, and even cross-promoting certain content across platforms are all great ways to help keep up with consistency on your LinkedIn page.
If you're interested in learning more about how you can use your LinkedIn company page to grow your business, contact us. We'd love to talk marketing strategy with you!
Written By: Doug Milnor
