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How To Guide: LinkedIn Page
Using LinkedIn for business allows you to build credibility, create a meaningful network and glean insider expertise from established experts in your industry.
More than 30 million companies use LinkedIn for business, not just because it’s the preeminent social network for recruiting and hiring top talent. With more than 690 members, more and more brands are using LinkedIn marketing to network, connect and sell.
To Keep In Mind When Preparing Your Institutions LinkedIn Page
Complete your profile
Start by creating your LinkedIn Page and choosing the appropriate category for your business. Fill in your company details, choosing a good URL for your brand. If you can, make it the same as your handle (username) on other social sites. Upload your company logo and add your tagline.
Tell people about your vision, mission and values, and offer a description of your products and services in three to four short paragraphs. Text should be natural and written in your brand voice. Google results preview up to 156 characters of your page’s text – so make your description SEO friendly (optimised for search engines) by including keywords.
Location
Add your store or office locations. You can add multiple addresses by selecting “+Add Location”.
Hashtags
Up to three hashtags can be added to make your profile more searchable. Pick hashtags that are commonly used in your industry and that best suit your business.
Cover photo
Add polish to your profile with a background photo. Choose an image that showcases your business. Avoid shots that are too busy or cluttered. The recommended size is 1584 (width) x 396 (height) pixels.
Custom button
Add a button to your profile to encourage action. Options include “Visit website”, “Contact us”, “Learn more”, “Register” and “Sign up”. Be sure to add the corresponding URL so people who click the button land on the correct page.
Manage language
If you have a global brand or multilingual audience, you can add your name, tagline and description in over 20 different languages.
Once Your Page is Prepared
Posts are often the first impressions people have of your business, so make sure they attract and engage potential customers / supporters / champions. Use these best practices to reach your business goals with posts:
Share your page
Let people know your LinkedIn Page is up and running. If you have employees, send a company-wide email with the news. Let them know how they can follow the page and add it as a place of work to their personal LinkedIn profiles.
Share pride about the people that make your business great. Connect visitors to your company’s thought leaders. And give potential customers or staff members a glimpse into your culture.
Promote your page with your customers as well. Make use of all your digital touchpoints – newsletter, social channels, website – and ask for follows. When you do, tell people what’s in it for them, from job opportunities to LinkedIn Live sessions.
On LinkedIn, page admins can also invite their connections to follow. Simply click the “Admin Tools” dropdown in the upper right corner and select “Invite Connections”.
Add LinkedIn buttons
Add social media icons to the header or footer of your website or newsletter so it’s easy for people to find your LinkedIn Page. Find the most up-to-date version of LinkedIn’s logo and brand guidelines here. Or save the following images.
You can also add “Share” and “Follow” buttons with LinkedIn Plugins
To Keep In Mind When Posting
Share posts with rich media
Posts with photos and videos typically perform better across social media. The same holds true for LinkedIn.
According to LinkedIn, posts with images receive 98% more comments than those without. LinkedIn also reports that custom collages that include three to four images in one post perform well.
Try to avoid stock imagery if you can, as custom images tend to see more engagement. You can also upload PDFs, PowerPoint or SlideShare presentations to support your posts.
Videos see five times more engagement on LinkedIn than any other content type. An advantage of using LinkedIn native video is that it auto-plays when someone scrolls over it. As a result, it does a better job at catching someone’s attention. Plus, videos hosted on the platform are prioritized by the LinkedIn algorithm.
Optimise posts for reach and impact
When it comes to posting from your company page, there are a few LinkedIn best practices for businesses to consider.
LinkedIn’s algorithm ranks posts based on the following signals: personal connections, interest relevance and engagement probability. In other words, it aims to show people content that will interest and engage them, from accounts they connect with. Your posts should aim to do the same.
You can notify employees if you think they’d be interested in the post. As company advocates, they can jumpstart engagement on the post and boost its visibility.
- Keep text short. If you write a longer post, use paragraph breaks or bullet points to make it more readable.
- Call out key stats, points and quotes.
- Include a clear and simple call to action.
- Name the audience you’re trying to reach (e.g. “Calling all creatives” or “Are you a working parent?”)
- Tag people and pages mentioned.
- Lead with a question to prompt responses.
- Create LinkedIn polls for feedback and engagement.
- Include two to three relevant hashtags in a natural way.
- Write strong headlines for articles.
- Respond to comments within a short timeframe to encourage more engagement (Hootsuite can help with responding).
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