LinkedIn has a tradition of being very helpful to its users. Now, it has delivered a whole new set of advice points on how to gain more engagement with your company page.

LinkedIn, no matter how unfashionable it may feel for some people, has been working hard on building it’s audience. It’s huge right now, and recent initiatives have seen it become a real powerhouse on social media, with a focus on building more engagement. Things look good.

It’s currently not far off 750 million members, which makes it pretty powerful. And the engagement it reports as a platform is shooting through the roof. LinkedIn can only get bigger too, because let’s not forget that this huge growth has come about during and after a pandemic. Now that the world is starting to open up, things can only get better for the platform and its users.

For social media marketers, this is an ideal opportunity. In fact, it could be the perfect point at which to really aim to enhance your marketing efforts. In the past few months, LinkedIn has been actively helping users by producing case studies and reports that help them understand how to get the best out of the platform. Now, it has released even more information, this time focused on the Company Page.

The advice is pretty comprehensive, so we’ve tried to break it down into the following key points.

Don’t skimp on the basics

Having a LinkedIn Page worth following is the first step. What you want is to quickly and clearly convey what your business does and who you are here to help. Add your organization’s logo, overview, and contact information to your Page. Ensure that your business description contains relevant keywords, as LinkedIn Pages are crawled by search engines and can often rank well.

In addition, add a “Follow” button to your blog, website, and newsletters so that visitors can easily subscribe. By enabling “Invite to Follow,” you can get your first-degree connections to join you on the network. Link to the LinkedIn Page of your organisation in your email signature, or on other social media profiles.

Think Leadership Content

LinkedIn is a resource for entrepreneurs, marketers, C-level executives, and others. To reach their professional goals, they are seeking original, insightful, and valuable content.

You should publish news, trends, and other relevant content to grab the attention of an audience in this niche. In small businesses, 88% of decision-makers assert that thought leadership content improves their perception of an organisation.

Content can be shared on the LinkedIn Page in many ways, including short-form and long-form posts, curating third-party content, showcasing employee voices, etc. You can use Content Suggestions to learn more about topics that resonate with your audience.

Connect with Brands that Matter

Communities aren’t built through one-sided dialogues. Engaging with others and contributing to existing LinkedIn conversations will improve the look and feel of your LinkedIn Page. Hashtags offer a simple method for doing so.

With up to three hashtags associated with your page, your page will be more discoverable by members interested in that hashtag. From the perspective of your brand, you will also be able to interact with the hashtag feeds and reply back to conversations.

If you have a large following, find and host events related to your industry through LinkedIn Events. Real-time engagement and interaction are made possible by this.

Grow your audience by getting to know them

The Page analytics tools allow computer users or mobile app users to access detailed demographic information about followers and visitors. Furthermore, you’ll be able to identify which of your posts are generating the most engagement. This allows you to optimise consistently for better engagement with your audience.

Encourage your employees to be active

One of the best ways to grow your brand on LinkedIn is through your employees. As a starting point, ask your employees to keep their LinkedIn profiles up-to-date, including your organization as a work experience (this automatically links to your LinkedIn page).

LinkedIn recommends the following four actions:

  • Reshare the best @mentions and LinkedIn content of your employees.
  • Make sure that your employees are aware of your top-performing Page posts (up to one time a day).
  • Make your Page stand out by recognizing team moments or employees.
  • Foster employee engagement with the My Company tab on LinkedIn by creating a confidential, employee-only community.

As always, we think that any advice from a social media platform is worth following. It is the platform’s aim to make itself more viable with better content and engagement, and LinkedIn is obviously trying to do just that. Follow the advice and your Company Page should be improved.