Do people seek your thoughts, views, and opinions?
Do you to speak and present?
Want to get there?
Gotta raise your profile as a helper, thinker, and doer.
No tech, tool, is the magic panacea.
Nor is the LinkedIn Company page the be all and end all.
However, repeated, consistent posting starts the snow ball rolling.
To be the thought leader, you must partake in plenty of activities.
Attend conferences, speak at events, write those articles on your blog.
The humble LinkedIn Company page is a Free and Cheap way to skyrocket your profile to global thought leader level.
Yes, a LinkedIn Company page. Here is how it works.
By the numbers – Why a LinkedIn Company Page
LinkedIn is all business, all the time.
- There are 433 million registered LinkedIn users. (Ireland 1,28 M, UK 20,5 M, USA 133 M, Canada 12,8 M.)
- Two new members join LinkedIn every second.
- Each month, 106 million unique users visit LinkedIn.
- 40% of users check LinkedIn daily.
- 67% of LinkedIn users describe themselves as “news junkies” stastics found on this post.
Your ideal client is on LinkedIn and looking for news and information; probably insight and help.
New Look of Company Pages
In August 2016, company pages received a major overhaul in line with the overall LinkedIn UX changes. Sprouting a cleaner and simplified look and feel, the changes mirror the LinkedIn profile and LinkedIn group changes.
Is a LinkedIn company page better than a LinkedIn group? Is a page more capable then a profile or a group? The question roundabout goes round: do I need a LinkedIn company page?
No simple or clear threshold exist.
Because every organization has its own unique situations and needs, and life cycle.
Lets explore a few of the demarcation for LinkedIn Pages.
If you are an independent professional, do not share status updates, do not want to grow your network, have no interest in become a authority in your niche, do not use the LinkedIn blogging platform and never want to use LinkedIn advertising. Than a page is a bad fit.
For everyone else and organization a LinkedIn page is a good fit.
Why a LinkedIn Company Page?
Besides the “LinkedIn is all business, all the time.” reason enough. LinkedIn company pages:
- Showcases your company, not a spotlight on single employee
Think as a team effort versus an individual. Five people each sharing the same update via their profile, at different times, appears disjointed and disorganization.
The same update via the company page look unified, together, a team.
- More opportunities to get found in Google, Bing, Yahoo search results
Besides the extra door into your website, being found in Google, et al., is always good. And normally, the LinkedIn search results ranks higher than your website.
- Employees are indirect company ambassadors
Yes, a your profile does state ‘works at employer from 2016 to present‘. Yet, a company page adds cohesion, authority and gives the impression the company is larger then a ‘simple’ collection of employees. Perception is everything.
- Better post analytics compared to a profile.
Company page analytics has impressions, clicks, interactions, engagement, etc.
- Get notified when some mentions your company
If I tag you in a post you get notified also. Not a big deal, but helpful.
- Sponsored stories only possible with a page
But, if you want to reach the people who matter most to your business, with the least efforts, fast then LinkedIn Advertising is only available via a company page.
Granted the LinkedIn Advertising platform is not as powerful as Facebook or Twitter, however and importantly you still accelerate your existing efforts faster then organic marketing alone.
- Showcase pages showcase specific products.
They have a company page and each product; Office, Dynamics, etc, has a showcase page. Each product has a different audiences, which does overlap, but, a MSWord status update would get lost in the corporate updates, and would be out of place.
Showcase page separate the audiences and paid marketing efforts – see above
LinkedIn Company Page is More a +1. Not an either / or
A LinkedIn company page is a supplement to your website. A page drives traffic to your website, via updates and links and provides an outlet on LinkedIn to promote your products, services, and content.
Note: your page followers are not your private advertising channel. Yes, many of your followers may buy from you in the future and many will not. Disrespecting followers with a barrage of ‘special offers’ is fastest way to loose followers and fans.
A LinkedIn Company Page is free marketing channel and enhances the credibility of your company. Publishing rich diverse content from multiple sources and using compelling status updates establishes your brand as a thought leader in your industry.
More LinkedIn Page Benefits
Search Engine Optimization (SEO) – LinkedIn pages are indexed by Google, Bing and other search engines. Meaning a person searching Google for ‘Tax consultant Boston’, or ‘SaaS Marketing Consultants’ will find your LinkedIn page as a search results.
And because the ‘authority’ of your website is less than LinkedIn your LinkedIn company page will show higher in search results, normally on page one, compared to your website – ‘I never click to page 2’.
You standout from the competition. Perception is everything. A company page give the perception of ‘they got their sh1t together’.
You are able to choose a target audience. Yep! With a page audience of over 300 you get to tailor the update to specific section of your followers.
“When a tree falls in the forest does it make a sound?”
Without page followers your page does not make a noise. Lets get page followers.
LinkedIn Company Follow Button
Any company with a LinkedIn Company Page can add a Follow button to their website, making it easy to grow their Company Page follower base. When members click the Follow button, they’ll automatically follow that company on LinkedIn.
Here is where you build a Company Follow button for your website.
A visitor to your website, when logged in to LinkedIn, clicks the ‘Follow’ button, automatically follows your LinkedIn company page – without leaving your website! Very nice.
Attract More Followers
Followers are your brand advocates – driving word of mouth, recommendations, and referrals. Learn some simple but effective techniques for growing this important community.
What Status updates to Post on Your Company Page
If you do not write articles on your blog then a great starting point to share content using this content curation strategic plan. Sharing useful and helpful content on your LinkedIn company page positions you as an authority in your niche.
While you post an update, any person can see the updates feed of your Company Page. Followers of your Company Page will also see your update in their LinkedIn homepage feed.
Any LinkedIn member can comment on, like, or share a company update. Once a member takes one of these actions, their network will also see the update on their homepage feed. LinkedIn Page Updates
Your page posts a status update, all the followers see the post in the homepage feed. The connections of anyone who likes or comments on the post also sees the update.
E.g. a page has 10 followers. Each person has 200 connections. The original 10 like or comment on the post. Then all 2000 people will see the post in their news feed.
If by change any of those 2000 people like or comment then the exposure grows further.
Yes, I hear you. Exposure, likes, and comments does not revenue make! Exposure does turn brand unaware people into brand aware people and is a top of the funnel marketing activity.
So, I following Microsoft. They post a update about corporate earnings. I like the update and post a comment. All my 1612 followers see the Microsoft update with my comments in their news-feed.
E.g. ‘Bridget’ liked Shannon’s update – I than see it. Caleb liked a update from Jeff Weiner – I see Jeff’s update. Michael commented on a post and I am exposed to the comment and the original post.
Get the concept?
The big question is what to post.
LinkedIn Page Content Strategy – what to post
The $64,000 question. What should we post on the page?
Follow the 80:10:10 posting ratio. 80% other peoples post, 10% your own, 10% salesy posts.
My Ultimate Guide to Content Curation is the first port of call on the list of what to post.
Second is re-purposing your blog articles and publish on your page.
What is your experiences with a LinkedIn Company page? Let me know in the comments.