LinkedIn Company Pages 101


Is the Linkedin Company Pages a part of your digital strategy for 2022?

Local businesses focused on selling to the consumer often opt not to use LinkedIn as part of their digital media strategy. Because the platform’s primary function is recruiting and professional networking, this decision is understandable. As small business owners, you can’t do it all – limited marketing budget, limited time, and limited know-how. It’s essential to pick the platforms that can easily be maintained, deliver the highest ROI, and fit your customer demographic and interests.

BUT…it’s worth noting that although LinkedIn is a professional network, every user has unique likes and interests just like any other social media platform so valuable information and customer reach is available right at your fingertips. Also worth noting is that the average income on Linkedin is $46,644 per year and the age group with the most LinkedIn users is between the ages of 25 and 34 including 51% of US college graduates. This is the demographic with the most disposable money and time to browse social media. In addition, LinkedIn has 61 million senior-level influencers and 65 million decision-makers making LinkedIn a strategic choice when designing your social media presence.

At LASK, we work primarily in the hospitality industry. Using LinkedIn Pages for a restaurant is, for example, an excellent source to generate leads for client lunches, dinners, holiday parties, corporate meetings, and catering opportunities. The other great benefit of maintaining and posting to a LinkedIn Page is that the page is SEO (Search Engine Optimization) friendly and, of course, being discovered on a Google search is usually a top priority for hospitality. Lastly, the LinkedIn Page is also an excellent resource for recruiting!

Setting up a LinkedIn Page is easy! Visit LinkedIn Marketing Solutions and you can find a step by step tutorial and video on the set-up process. There are a few nuances to be aware of as you are setting up your page. First, build out the page entirely, do not leave anything blank. A complete company page receives 30% more views, according to LinkedIn. And don’t forget your keywords, the company profiles index well on Google!

Once you have completed set-up, you’ll want to post content to your company page. We suggest to do this before you start inviting your contacts to join because without content live on the page, users aren’t sure why they would join if they first go in for a look around. Is this content going to add value to their already hectic lives or is it just noise?

In regards to what type of content to share (this goes for all platforms), the first thing to think about is why am I doing this? What problem am I solving for the users or how do I add value? Determining why you are posting to social will help you decide which type of content to share.

LinkedIn suggests a 5:3:2 ratio for every 10 posts.
5: Posts of content from other sources. On the company page, under the content tab, LinkedIn will show you what’s been trending on LinkedIn for the last 15 days. The trending article is an excellent resource for curating content. Just remember, the content should be relevant to your audience.

3: Original pieces of content. Videos, articles, e-books, etc. that add value by educating or solving a problem for your followers. Providing content like this will help your brand become thought leaders and 74% of prospects choose the first company that stands out to them to help in their buying journey.

2: Fun and/or personal content: highlight the staff, employee milestones, a day in the life of your company. These posts should give your brand a face and make it more human and approachable! A note on sharing employee milestones and highlights, these types of posts encourage your employees to also engage with the Linkedin company page so furthers the reach. Each employee has 10x the connections than their company and highlighting employees is a great way to get content shared and in front of their followers in addition to yours.

When creating your LinkedIn posting schedule, while most people think more is more, with LinkedIn less is actually more! LinkedIn recommends posting about 20 times per month, Monday-Friday during business hours, and it is best practice to post in the morning. Morning posts usually earn the highest engagement with a slight boost after business hours. The company also recommends only posting one piece of content per day. Unlike Facebook, people typically log in once per day on that platform, so posting more than once per day may limit your content’s reach as your two posts will be competing for those eyeballs.

Once you are set up and have content posted, you’ll want to invite people to join your page. Linkedin has a unique way of handling invites to limit spamming. Each month the company page is given 100 credits and 1 credit equals one invite. When an invitation is accepted, the credit is applied back to the page’s balance for the month. When an invitation is rejected or withdrawn, the credit is removed from the page’s balance. LinkedIn recommends only sending invites to connections who are likely to be interested in your page. One helpful hint is to consider making other employees Super Admins and Content Admins as these roles can invite users to the page as well and the page can take advantage of their networks.

Good luck exploring LinkedIn as part of your digital strategy. Find more detailed articles below to help you get started. As always, please reach out to us with questions or if you would like to discuss LinkedIn strategy for your business!

The Ultimate Guide to LinkedIn Company Pages
Invite Connections to Follow Your LinkedIn page
Company Page Best Practices
How to Connect with Consumers on LinkedIn: 5B2C Examples