LinkedIn is an essential tool for businesses. We know this. Duh! After all, it's the B2B social media platform. But who’s taking care of your company’s LinkedIn page management?
Nobody’s sorting out your company’s LinkedIn page management?
You need to read on.
Table of contents of this episode about LinkedIn page management
LinkedIn is the B2B social media platform
LinkedIn’s been providing an invaluable platform to reach a vast network of potential customers and partners for coming up to twenty years now.
But most people only ever think about LinkedIn as ‘that place you set up your online CV’.
It's been much more than that for quite some time now.
And by taking the time to get on top of your LinkedIn page management and effectively grow your page, businesses can gain an advantage in the competition for attention, leading to significant growth.
A LinkedIn company page can be used to showcase a business’s mission, values and successes, as well as providing real-time updates on products, services and offers.
But more than that, it can be used to leverage all the juicy organic reach that LinkedIn still offers via the external benefits of SEO.
Not to mention the relationships with customers and partners.
In this episode we're joined by LinkedIn company pages expert Michelle J Raymond who talks us through why we need to get on top of our LinkedIn page management!
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Making Conversations about LinkedIn company pages Count!
If you’re wanting to level up your LinkedIn game, this is the podcast episode you need to listen to.
I’ll do my best to share the bones of the conversation here, but I really can’t recommend enough that you pop the episode on and grab a pad and pen to make notes.
It might just transform your business.
You go further and faster, the more you work together. And so that's the thing that companies especially need to focus on is, the more people you can get involved – and I don't mean – just go and dump everyone in the deep end and say, you know, we did two hours of training, you're on your own now. Good luck!" – Michelle J Raymond, Making Conversations Count – February 2023
Benefits of sorting out your LinkedIn page management and organising a company Page
Creating a LinkedIn company page is the first step to making sure that your business stands out from the competition.
It allows you to create a digital hub which acts as a central source of information about your business.
That’s not to mention, it provides a platform for you to share content and updates with your customers and partners.
LinkedIn page management takes time. That’s a fact. But as any regular creator on LinkedIn will tell you, the consistency of content gets rewarded.
From the transcript
This is going back to like a Marcus Sheridan, they ask you answer, isn't it, you know, write the content that your ideal audience is looking for.
And they'll find you because LinkedIn is going to reward you by sending the people to your page. And then they'll have a dig around on your personal page and go, yeah, she doesn't look scary, or, you know,
Yeah, because you might like me, but especially when we work globally, now, there's no fences anymore, you know, the fact that we're having this conversation on opposite sides of the world, and we don't even blink.
But I guarantee you that moment, you might like me, might have been talking for a while. But when it comes to, can you please send me your money, I can assure you, when you're sending money overseas, we still want to check and make sure things are legit.
And so doing our research behind the scenes definitely becomes part of that. And it doesn't even matter if it's interstate or you know, just, you know, a few towns away. The fact is, we want to make sure that we're doing business with the credible companies that have that authority.
A LinkedIn company page is also a great way to showcase your business’s mission, values, and successes.
Having a LinkedIn company page is also an excellent tool to add to your marketing arsenal because it gives you access to powerful analytics tools, which can help you to understand your customers and partners better, as well as monitor and measure your success on the platform.
This data can then be used to inform your strategies and help you to make better decisions about how to maximise your growth potential.
Setting up your company’s success with LinkedIn page management
Setting up your LinkedIn company page correctly is essential to ensure that you get the most out of the platform. First, you should make sure that your profile is complete and up to date, including your company logo, mission statement, and a list of services and products. Additionally, you should ensure that your profile is optimised for search engine optimisation (SEO) to ensure that it appears in relevant search results.
And they could stumble on you via Google, you know, because your company page shows up on the first page of results. Normally, in the top four or five, you know, at the top of the first page, you can't pay for that kind of privilege. So you piggyback off LinkedIn’s reputation.
Once your profile is complete, you should start to create content for your company page. Content should be varied and should include articles, videos, images, and polls. The content should be tailored to your target audience and should provide value, such as tips, advice, and news. Additionally, you should ensure that your content is optimised for SEO, as this will help your page to appear in relevant search results, as Michelle mentioned in the excerpt above.
You should also take the time to build relationships with customers and partners on the platform. This can be done through likes, comments, and messages.
Maybe also try joining relevant groups and participating in conversations to build your network. Whatever you do though, keep an eye on your page analytics, because this is really going to help you to understand your customers better and measure your success.
Optimising Your LinkedIn page management for SEO
Optimising your LinkedIn company page for SEO is essential for ensuring that your page appears in relevant search results. This can be done by including relevant keywords in your profile, as well as in the titles and content of your posts. Additionally, you should ensure that your content is well-structured, with clear headings and subheadings, and that you include links to other relevant pages.
Repurposing Content on Your Company Page
Repurposing content is a great way to maximize the impact of your content on your company page. You can repurpose content from your website, blog, or other social media platforms, such as Twitter or Instagram. Additionally, you can repurpose content from other businesses, as long as you give credit to the original source.
An even easier win than that though? Something that you can do in next to no time that will help you quickly fill up your LinkedIn company page with relevant and high performing content? Listen to the episode at 37 minutes in!
Strategies for Engagement and Networking on LinkedIn
Engagement and networking on LinkedIn are essential for businesses looking to maximize their growth potential. Engagement can be boosted by creating content that is tailored to your target audience, and by providing value. Additionally, you should use the platform to build relationships with customers and partners. This can be done through likes, comments, and messages.
You should also join and participate in relevant LinkedIn groups, as this will enable you to connect with new customers and partners, as well as build your network. Finally, you should use the platform to showcase your successes and promote your business. This can be done through business-specific content, as well as through engaging with customers and partners in meaningful conversations.
What you'll learn from this episode – Making Conversations about LinkedIn company pages Count
- Where to start with LinkedIn
- How to set up LinkedIn for success
- Why you NEED a company page
- Don’t be scared to repurpose your content on the page
- Michelle’s conversation that counted
Michelle's GoodTrading website:
Michelle's brand website:
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Wendy’s takeaway from the conversation
Regular listeners and followers of mine will know that I’ve been a LinkedIn fangirl for many years, but it was brill getting some insight on the company pages aspect of the platform. I’ve been running my company page (Making Conversations Count Limited) for some time now, but I’m still learning all the time!
One thing is for sure, creating and managing a LinkedIn company page can be a great way to maximise your business growth potential. It allows you to create a digital hub which acts as a central source of information about your business, and provides a platform for you to share content and updates with your customers and partners.
Additionally, it allows you to engage with customers and partners in meaningful conversations, and build relationships, trust, and loyalty.
Furthermore, by optimising your LinkedIn company page for SEO, repurposing content, engaging and networking on the platform, and measuring your success, businesses can significantly increase their visibility and engagement.
Ultimately, this will lead to increased business growth and success.
And, of course, allow you to take the lead on more conversations!