It’s easy to end up buried beneath in the clutter of LinkedIn business pages, but you don’t have to be lost. Follow these nine simple steps to learn how to effectively manage a LinkedIn business page. You will stand out from the pack, and leave your competition behind.
1. Assign an Administrator
Ideally, you will have a full social media team to manage the LinkedIn page for your business, and if so, you will need to designate the whole team as administrators. However, if you are like most companies, there is likely only one person managing the business’ social media accounts, which is perfectly fine – just be sure that if that person were to leave the company, someone else will be able to log in.
2. Fill in the Page Accurately
There are several sections to fill in so your business’ LinkedIn page looks attractive to viewers. Be sure to have a thorough and well-versed summary that describes what your company does (what you sell or what service you provide), a brief history, and maybe a tidbit about your company culture. You’ll also be able to add in any specialties that the company has, website, industry, type, company size, year founded, etc. These details are all very important to provide for SEO purposes (basically, so the company will appear in search results). Oh, and don’t forget a relevant photo to post as the page’s main image!
3. Showcase Pages
You may notice that there are product or service showcases listed on the right side of the page; these are there to display what your company has to offer in an organized and easy-to-follow fashion. Take advantage of this feature by creating a new product/service showcase for each of your offerings.
4. Share Company Updates
Although LinkedIn is for professionals looking to network, people love to see how “real” their favorite companies are. Share company updates with your viewers showing off your awesome company culture and the events and activities that you attend. Of course, don’t forget to post informative and helpful content in order to attract new likes.
5. Sponsor Updates
Sponsoring a post on LinkedIn is a great opportunity to reach your target audience. You will need an advertising account and company page to begin. After that, you’ll create a campaign name and choose which article you’d like to sponsor. Then, you will choose your target audience: all LinkedIn users, only the users that follow your company page, or only non-followers. You are then able to customize who you are going to target, such as by location, industry, job titles, etc. You can decide whether you would like to pay by CPM (pay each time the article is shown on someone’s news feed) or CPC (cost per click). Your decision will depend on which option will suit you needs best, while adhering to your budget and time requirements.
6. Ask for Recommendations
Don’t feel ashamed for asking some customers that you have built a strong relationship with to write a nice recommendation on your LinkedIn page – potential customers may look at these when they begin their shopping process. If they don’t want to leave a recommendation, they don’t have to. There is nothing to lose here, so go for the prize.
7. Encourage Employees to Sign up for a LinkedIn Account
Having your employees link back to the business’ LinkedIn page will help further validate the company and make the company’s profile look much more complete (and their own profiles, too). Plus, when your employees participate in various discussions on LinkedIn, or gain a new connection, traffic to the company LinkedIn page and website will increase. Who could say no to more sales leads!
8. Refresh products, Services, and Job Postings Regularly
Be sure to update your product and services section consistently, especially when a new version is released or when something new is added to your product or service catalog. Additionally, LinkedIn is a great outlet for posting available positions at your company for a nominal fee. Have your employees share the news, and you could gain some valuable new team members.
9. Monitor Analytics
You should monitor the analytics page frequently, as it provides valuable insight to how your company’s LinkedIn page is doing. You will be able to see who, and how often, someone is viewing the company page, while also providing a comparison to other companies that are offering similar products and services.
Effectively managing a LinkedIn business page is not as difficult as it may seem. As long as you follow these simple steps, your company page will impress your customers and hopefully bring in some new ones, too.