LinkedIn company pages are more popular than ever. According to Meenakshi Chaudhary, LinkedIn company page adoption rose from 24% to 57% between 2015 and 2016. Your competitors probably have company pages already. Do you?
Even if you’re on the bandwagon, there’s more you can do to boost engagement with your organization on LinkedIn. Follow these 12 strategies and best practices to drive prospects and peers to your LinkedIn company page—and nudge them to take the actions you want them to take.
Make Sure It’s Accurate and Up to Date
First, make sure your LinkedIn company page contains accurate, up-to-date information. This is a straightforward process that requires no special technical skills or expertise—well within the purview of an administrative assistant or marketing employee. Confirm that they’ve included accurate:
Website and physical address
Industry and company type
Employee count range
Specialty keywords (more on those below)
Founding year and key people, including executives and advisers
Link to Your Main Website
Confirm that the link back to your main website works and that it goes to your top domain, not an “About” or “Contact” subpage.
Linking to your main website lends your company legitimacy. Visitors to LinkedIn company pages without top domain backlinks are left to wonder why the page administrator chose to leave that part out. They’re likely to investigate, and they may come across something that gives them pause—a poorly constructed or outdated main website, perhaps.
The conspicuous lack of a link may forestall any planned engagement with your LinkedIn page. After all, if a company’s LinkedIn page can’t meet basic expectations, how reliable can the organization really be?
Clearly and Concisely Describe What Your Company Does
Use the above-the-fold space to clearly and concisely describe your company’s mission and main activities. This company’s LinkedIn page is a good example: nothing but the facts, delivered in an upbeat, confident fashion.
Remember to pepper this description with the main long- and short-tail keywords for which you’re trying to rank. Search engines love LinkedIn; for many smaller companies, it’s among the top first-page results, second only to paid ads and corporate top domains. A well-optimized company description is a powerful traffic generator—and engagement booster—for even the most low-key LinkedIn company page.
Encourage Your Employees to Follow Your Company Page
Engagement starts at the office, with employees who enthusiastically follow their employer’s company LinkedIn page. You can’t legally compel your employees to follow and engage with your company page, but it shouldn’t be a hard sell. Just frame it as a win-win: They raise their profiles by posting and sharing authoritative content on your company page, and you get the engagement boost of a well-trafficked, well-respected page.
Network With Peers and Influencers
Identify the individual and corporate peers, competitors and influencers that your company really should get to know. Then, get to know them. Connect with individuals and follow organizations. Share and comment on influencer-posted content. Reach out on an individual, as-needed basis—though be careful not to come on too strong. When in doubt, follow LinkedIn networking best practices.
Regularly Post Original Thought Leadership Content
Every thought leader has to start somewhere. Even if you’re not sure that you have anything useful to add to the conversation, the only path to developing a reputation for incisive thought is to start publishing it.
Tap in-house expertise or outside pros seeking to raise their own profiles. Ask them to produce original content about or relevant to your company’s core solutions or functions. Get into a regular publishi…
