If you’re a business owner, you’re well aware of the intense role branding has in selling your products or services. You’re probably also aware of the business-oriented social media platform LinkedIn.
While advertising your brand on social media is important, LinkedIn matters more than anywhere else. Why? LinkedIn is the social media platform where business is conducted. While sites owned by Meta (like Facebook and Instagram) or Alphabet (like Youtube or Google) are great for marketing your company toward everyday clients and customers, LinkedIn is a site focused on marketing your company to the business community.
This is in part why many consider LinkedIn to be the most important website for entrepreneurs to polish their profile. It’s not just a social media platform for maintaining good public relations; it’s where more and more people are looking to find their future employers. It’s where tomorrow’s workforce is learning about your company’s culture.
On LinkedIn, careers and companies are showcased on profiles, and anyone considering associating with your company (through internship, career, or anything else) will look here for their first impressions of it. There’s no other place where B2B marketing is as crucial.
This makes the maintenance of your company’s LinkedIn page a really big deal. In fact, it’s so important that it has its own term: “LinkedIn Management”.
What Is LinkedIn Management?
LinkedIn management is the process of refining and regularly updating your company’s LinkedIn profile. There are a number of reasons why this is a big deal:
- LinkedIn is the new networking. Not long ago, the search for business connections was limited to the business partners you already knew, the people you went to school with, or the phonebook. Now, people can search your business or its niche in a heartbeat. LinkedIn has democratized the networking process, but that gives businesses a huge responsibility: you now have to compete with thousands and thousands of other profiles, making profile management a top priority.
- Your next employees are looking for you on LinkedIn. The site has a culture dedicated to success and impressive résumés, so it doesn’t come as a surprise that the best potential employees are looking for their next job here. Many users are on the website simply because it’s a place where interviews and job offers are received.
- LinkedIn is integral to SEO. Search engines see popular LinkedIn profiles and put them right at the top of the page when people are searching for meaningful business keywords. If you’re looking for every step up in the battle for rankings, your company profile matters.
- It keeps you relevant. This last decade has seen the speed of business increase tenfold, and this past year has seen it increase ten times more. If you don't want people to see your business as outdated and lightyears behind the competition, it’s important to keep its profile pristine and updated.
How to Manage a Company LinkedIn Page
So LinkedIn management is important, but what’s the secret to getting it right? Here are some tips for making sure your company’s profile is competent.
Make Sure Your Profile is Complete
This seems like a no-brainer, and for other social media platforms, it is. But LinkedIn is different: the site has so many customizations and it can seem like there’s always something new to add to your company’s profile.
Start with the basics as you create your company’s profile. Create a stellar “About Us” section with high resolution, relevant imagery. Fill out all the information boxes and make sure your page makes it easy to learn more about your company. Include a call to action with a link to your website or other social media pages.
One great way to always stay relevant is to have a look at the competition’s pages. What do they have that you don’t? LinkedIn is a site that always seems to have new features, so stay ahead of the curve. You can even branch out by creating specific pages for products, employment, or other niches in your company.
Keep Branding Consistent and Professional
We all know that consistent branding is a good thing across social media platforms, but this matters even more in a business community like LinkedIn. Make sure your graphic design and copy are on point so people see you as a first-rate organization. Also, treat your LinkedIn page like a similar, but more refined version of your company’s other social media pages.
LinkedIn offers exhaustive analytics to tell you which posts are making you popular. Use this to your advantage, and give your audience more of what they like. Generally, the business community could use some more humanity, and showcasing employees and their talents is always a sure way to go viral on the site.
Share Regular Updates and Company News
While the profile details are a major part of your company’s LinkedIn page, it also thrives on posts. To stay relevant, seek the latest trends in posting and follow them. Like any other social media site or search engine, LinkedIn is always modifying its algorithm and rewarding those who follow it.
Keeping with the professional nature of the platform, don’t go too crazy with posting. Most companies average updates from one per week to once per day, which means quality is a lot more important than quantity.
Let people know what’s new with your company, and do it in a way that embraces interaction (after all, LinkedIn is a social network). One great way to do this is to encourage employees to participate in company posts. The platform even has a feature to notify your employees whenever your company has a new post.
Think of your company posts as an active résumé; it’s OK to brag! Share the goals your company has met, accomplishments your employees have made, or advancements made in your niche or company culture. You can even share the latest game-changing decision your management has made (like using new software or finding new ways to help employees succeed) or share impressive customer feedback.
Post With Intention
For the best results, try to focus on one specific goal you want to accomplish with LinkedIn. Maybe you’re trying to widen the applicant pool for an open job, build connections, or just give your company a bigger presence in the business community.
Whatever you’re trying to do, make sure it’s the goal for every word of content on your profile. Talk a lot about employment if you’re looking for job candidates. Create posts intended to reach more people to build connections. Write an “About Us” with relevant keywords to build your credibility.
It’s always good to fill out your post with the typical social media marketing elements: pictures that pop, hashtags that target a specific audience. You can use these to your advantage by always including pictures and hashtags that speak directly to the people you’re trying to attract.
Knowing how to manage a company's LinkedIn page can seem overwhelming. A terrific way to stay on top of your game is with the help of a LinkedIn agency like Intelus.
Intelus is a company that specializes in LinkedIn management. Our experts provide services in profile optimization, outreach/lead generation, and even content posting. The best part? Intelus can handle every detail of the LinkedIn experience, from the graphic design and automation of your posts to the wording of your “About Us'' section. We even handle personalized follow-ups manually, so your company doesn’t lose that intimate, genuine feel.
Intelus makes sure their clients’ profiles grow in post interactions, views, and connections. You should check out our LinkedIn marketing services if you’re serious about building your company’s LinkedIn profile.