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4 Top Strategies for LinkedIn Company Pages

LinkedIn company pages are a free tool to draw attention to your business. You need to work to attract attention to your page.

Company pages are a must have for all organizations, especially business-to-business organizations and anyone looking to attract employees. Anyone looking to verify what your business is all about is likely to use LinkedIn as a source.

As with other social platforms, you need to make some effort to draw attention to your page. Here are the fundamentals:

  1. Make sure your page is accurate and complete. Fields and options are added all the time. Check your page periodically to make sure you are taking advantage of the latest.
  2. Invite your personal connections to follow your page. LinkedIn has a built-in tool to make that easy. On a related note, be sure to connect to all of your clients on LinkedIn. Quickly grow followers by asking customers, prospects, and stakeholders in your first-degree personal network to follow your Page.
  3. Ask employees to connect your page to their LinkedIn profile work experience. Then, every time a connection request is sent to one of your employees, the requestor will be prompted to follow your Page.
  4. Use and follow hashtags. Generate awareness among new audiences by clicking into your page’s community hashtags and engaging in the feed.

LinkedIn Ads Worth Consideration

If you are a business-to-business company, consider LinkedIn ads in your marketing mix. LinkedIn is the most successful platform for capturing quality leads for B2B businesses. LinkedIn ads are more expensive than Facebook and Twitter ads, but they are more successful in generating B2B leads. 26% of B2B decision makers use LinkedIn. Companies that engage through LinkedIn report that over 80% of their overall social media marketing leads come via LinkedIn.

LinkedIn Ad Options

Sponsored Content is a promoted post from a company that appears in members’ LinkedIn feeds. It may include text, an image, a video or a single job posting, and link to a related website of the advertiser’s choice.

Sponsored Content can be identified by terms such as Promoted or Sponsored that appear in the upper left corner of the post, under the company name. Sponsored Content may appear on both desktop and mobile devices.

Text ads appear in the right rail or the top banner of many pages on LinkedIn. These ads may feature text only or may also include an image, such as the company’s logo. Clicking a text ad will take you to a website chosen by the advertiser.

Sponsored Messaging includes message ads and conversation ads. These ads are displayed in members’ LinkedIn Messaging. The target audience is generated based on segments the advertiser has selected, rather than sent to specific individuals identified by the advertiser.

Message and conversation ads appear on both desktop and mobile devices when members are active on LinkedIn. They are identified by the word Sponsored in the subject line.

Dynamic ads change dynamically for each member. Dynamic ads use members’ profile image, name, and job function to create customized ads. Each member sees their personalized information; member profile information is not displayed to other members.

Members can opt out of allowing their profile information to be used to personalize ads.

They appear in the right rail of LinkedIn.com pages on desktop when a member is signed in to their LinkedIn account.

Set a Budget

LinkedIn’s minimum for ads is $10 per day. Start there and adjust based on results.

You have three ways you can control your spending:

  • Total Budget: LinkedIn will spend your specific budget then the campaign will end.
  • Daily Budget: If you want a longer running campaign but you want to cap the amount to be spent, then this is the right option. The ad will stop once the daily budget is depleted. Then it will resume the next day.
  • Setting Bids: With this option, you can choose the maximum amount you want to pay on impressions and clicks. If you are running an InMail campaign, then you will select the maximum amount you want to spend on delivered InMails. When you set bids, you won’t pay more than the amount you bid.

LinkedIn Stats to Guide Your Strategy

With more business taking place online, more people are seeing the value of LinkedIn for professional networking. In fact, a Pew Research Center survey conducted in early April finds that 53% of U.S. adults now find the Internet essential for them.

For professionals, a key place is LinkedIn. This is the social platform to find people, check on credentials, and expand our networks.

Consider these 2019 stats, and know that these numbers are certain to grow in 2020.

  • 7 out of 10 professionals describe LI as a trustworthy source of professional content
  • 50% of business-to-business buyers use LI when making purchasing decisions
  • 46% of LI users are women, 54% men
  • 3 million users share content on a weekly basis
  • Links, videos and photos all get high engagement
  • B-to-B companies report that 80% of social media leads come via LI
  • 40% of social media traffic coming to B-to-B websites is from LinkedIn

Now is the time to amp up your LinkedIn marketing strategy or to get a strategy in place.  Connect with professionals to find the best services, market your services, or find that next great team member.