Five Steps to Improve Engagement on Your LinkedIn Business Page
Joanna Gerber is a copywriter and operations intern at Thought Horizon and a senior at Wesleyan University, where she double majors in English and Sociology. Her writing has been featured on the New York Times' blog "The Learning Network" and in Cicada Magazine.
Creating a LinkedIn page for your company is daunting. You want to sound professional but approachable. You want to showcase what makes you stand out but still seem down to earth. Like any other part of running a business, it can be a difficult line to walk. However, with a combination of technical and creative strategies, your company’s business page can stand out among a sea of similar profiles.
1. Post frequently and creatively
Businesses that post at least once a week see a two-fold increase in engagement. At Thought Horizon, we recommend posting 1-2 times per day. Posting regularly ensures that your followers will keep your company at the forefront of their minds since your posts will become a regular part of their feeds.
However, posting frequently isn’t enough. It’s crucial that your posts are eye-catching and unique, giving your followers something to remember. Including photos and videos is a great way to do this. Posts with photos see twice as much engagement as posts that lack a visual component, and content with videos receives five times more engagement than text-only posts.
The content itself should be thorough and in-depth. Generally, posts around 2,000 words receive the most engagement, so don’t fall into the trap of believing that shorter is always better. If your article is engaging, covers an important topic and has compelling visual elements, you won’t lose your audience’s attention.
2. Fill in every section of your profile
There’s no quicker way to lose viewers than to have an unfinished LinkedIn page. When utilized to its fullest potential, your business’ page can answer most of the questions that current or potential clients could have without even needing to send an email. However, lacking basic information will cast your business in a disorganized, unprofessional light and turn viewers away from your profile.
First, be sure to include your company logo. A logo is a small detail that goes a long way. An image provides your business with credibility and consistency and is an easy way for viewers of the page to ensure that they are looking at the right business. Indeed, companies with logos on their LinkedIn pages get six times more views than companies without them.
Another crucial element of your business’ page is the “Overview” section. This feature is your chance to make your business sound as compelling as possible. Explain what sets you apart from your competition. Establish your mission, your goals and your story. The “Overview” is only a few sentences long but can persuade a prospective client if done well.
The rest of the sections you need to fill out may seem like small details, but they provide answers to most of the questions that new and prospective customers will have. These include your industry, address, webpage, company size and headquarters. No detail is too small when it comes to creating a business LinkedIn page. It’s better to preempt too many questions than too few.
3. Make your page SEO-friendly
No matter how well-designed your page is, it serves no purpose if people can’t find it. That’s why tailoring your page for search engine optimization (SEO) is one of the most important areas to focus on when designing a company LinkedIn page.
The key to success? Keywords. In your company description, make sure to use powerful language with an emphasis on keywords that relate to your business. A Google search includes up to 156 characters in the meta description, so put those keywords at the beginning of your description. They’re much more likely to show up in people’s searches the earlier they show up on your page.
Additionally, link your page wherever you can. Put it in your email signature, and encourage colleagues to do the same. Another great place to add the link is on your personal LinkedIn page under your current work experience. It is always beneficial to spread your business’s reach as far and wide as possible.
4. Know what your audience wants
In short, your audience wants content that is frequent and engaging. The more you interact with your audience, the more engagement your page will receive. Remember that companies that post at least once a week see twice as much engagement as companies that don’t. Because posts with images and videos are particularly popular with users, they make users much more likely to start a conversation in the comments.
Giving your audience what they want to see increases engagement and creates stronger connections between your company and its clients and other viewers.
5. Be yourself
In the end, it’s about showing the personal side of your company. Beyond your analytics, your mission, your achievements and your future goals count. Has your LinkedIn business page been seeing lots of engagement? Let us know your best strategies in the comments!