Hands down, LinkedIn is the best social network for B2B marketers and businesses trying to grow their brands or make meaningful connections.
With more than 670 million active monthly professionals, 80% of B2B leads generated through social media come from LinkedIn.The question every B2B marketer should ask themselves is what they can do to increase the visibility of their company’s profile and get a share of those eyeballs.
While using LinkedIn for direct sponsored content ads and account-based marketing can quickly fill your funnel, make sure you’ve built a strong foundation for success with a stand-out LinkedIn Company Page—after all, you are competing against approximately 67 million other companies.
9 ways to drive more traffic to your LinkedIn Company Page
Here are nine steps you can take right now to optimize your company’s LinkedIn presence:
1. Complete your company profile. According to LinkedIn, completed Company Pages see 30% more weekly views.
2. Incorporate SEO keyphrases into your company page description. LinkedIn Company Pages often show up in Google Search Engine Results Pages (SERP), don’t miss out. Here are some helpful tips from LinkedIn.
3. Ensure the individual profiles of your company’s leadership team are connected to your Company Page. Most industry leaders have strong professional networks. You want to make sure that when an individual connects with someone in your company, they also see where they work.
4. Grow your network: Page admins have a hidden superpower. They can invite up to 250 contacts from their personal network to follow their company’s LinkedIn page, up to 250 a month. Take advantage of this feature. Your personal network already knows and trusts you; it’s not a hard ask to request that they follow your Company Page.
5. Engage with your followers. When someone leaves a comment, be sure to acknowledge it and try asking a question to keep the conversation going. This will organically boost your post in the algorithms!
6. Visit the profiles of and engage regularly with connections you want to get in front of (and not just in your news feed). Drop a like or leave a comment on a post to get your brand in front of key targets.
7. Post on a regular cadence from your company page. Employee highlights, events you are attending, promote a service or product. “Of all posts from B2B marketers, only 0.59% come from company pages, even though over 10% of all leads are coming from those posts.”
8. Add community hashtags. This will increase the chances that a person who does not already follow your Company Page will see it in their results when searching for relevant hashtags on the platform.
9. Launch a LinkedIn newsletter. LinkedIn newsletters are one of the hottest formats on the platform right now, with more than 500 million subscriptions and 3x year-over-year growth in readership.
Of course, these LinkedIn Company Page optimization tips fall flat if you’re not regularly posting content and engaging with your network. Posting at least 2x per week and incorporating popular hashtags is highly recommended, and don’t forget to interact with people who comment on your posts.
LinkedIn is the new Indeed—give potential employees (and your followers) a look into the life of your brand by building out an engaging Life Page, set your company up for success when appealing to top talent.
Professionals are using the platform to browse opportunities and do their due diligence on potential employers. The life page gives you an opportunity to increase visibility, be authentic, and build credibility and trust.
Amp your social
If your company doesn’t have or is underutilizing its LinkedIn Company Page, you’re missing out on one of the most cost-effective ways to get your brand in front of current and prospective customers and clients.
Make LinkedIn part of your social media strategy and be sure to follow Clarity Quest on LinkedIn.
Note: This blog post was originally published on Oct. 1, 2020, and has been updated to reflect new information.
