How To Manage Your Company LinkedIn Page & Elevate Your Brand

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. LinkedIn is the largest professional network that serves as an effective platform for B2B marketing. 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. As a powerful tool for business to business networking and industry visibility, LinkedIn enables companies to connect with the professional community, build relationships, and showcase expertise by connecting with professionals in your industry. Effective LinkedIn management not only helps you stay active but also significantly enhances your LinkedIn presence, making your brand more visible and engaging to your target audience. Data-driven tactics are crucial for maximizing ROI in LinkedIn campaigns, ensuring your efforts are both efficient and impactful.

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. Leveraging LinkedIn's platform features, such as advanced search, targeted advertising, and analytics, can further boost your visibility and help your profile stand out. The importance of maintaining a strong presence on LinkedIn cannot be overstated, as it increases your visibility within the professional community and helps attract more relevant connections and opportunities. Retargeting on LinkedIn helps reach customers who have previously shown interest in your brand, making it a powerful tool for engagement.
• 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. Maintaining a strong presence is essential for staying relevant in your industry.
• Your network is your backbone. Your network is the backbone of your LinkedIn experience, so focus on quality over quantity. Building meaningful connections ensures that your LinkedIn presence is impactful and fosters genuine professional relationships.

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. To truly stand out, you need a focused strategy tailored to LinkedIn's unique business environment and proven strategies for optimizing your LinkedIn content strategy. Before you start creating a LinkedIn post, you need to understand why you're creating content. It's important to develop a routine for LinkedIn management that supports personal and professional growth. As part of your management process, be sure to identify high-priority contacts and relevant opportunities to maximize your impact. Remember, your first interaction with a connection can set the tone for your entire relationship, so make it count. Developing and optimizing your approach to LinkedIn management is essential for achieving better visibility, engagement, and results.

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. Optimizing your LinkedIn account is essential for maximizing visibility and ensuring your business stands out in the professional community.

Start with the basics as you create your company’s profile. Create a stellar “About Us” section with high resolution, relevant imagery. As part of your content creation strategy, use high-quality images and incorporate diverse content types—such as videos, infographics, and articles—to engage your audience and enhance your profile’s appeal. 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. Regularly optimizing and updating your LinkedIn account will help maintain visibility and ensure your profile continues to perform well.

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, and you can leverage analytics tools to gather data, track performance metrics, and analyze key metrics to understand which posts are making you popular. By leveraging these tools, your team can make better branding decisions and coordinate efforts to improve your overall strategy. These tools provide valuable insights and detailed reporting, enabling you to make data-driven decisions that improve your branding strategy. Hootsuite provides analytics tools that allow for data-driven decision-making and campaign refinement. Buffer also offers analytics tools that provide insights to optimize your LinkedIn content, ensuring your posts resonate with your audience. Falcon.io provides detailed LinkedIn engagement tracking tools to measure content effectiveness. Sprout Social provides social listening tools for brand management on LinkedIn, helping you monitor and respond to conversations about your brand. Use these insights 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. Team collaboration in managing your LinkedIn presence can further enhance your company's branding and boost engagement.

Share Regular Updates and Company News 

While the profile details are a major part of your company’s LinkedIn page, it also thrives on publishing engaging content. As part of your content creation and content strategy, focus on sharing updates that capture interest and encourage your audience to engage. 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. Use audience targeting to reach specific audiences and your target audience, tailoring your posts to resonate with their needs. Following industry trends can help you engage potential clients and customers more effectively.

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. Track your progress over time and leverage influencers to increase interest and engagement. 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. By sharing experiences and adding a personal touch, you can make your content more relatable and memorable, helping to foster stronger connections with your audience.

A well-defined LinkedIn content strategy is essential for ongoing publishing and engagement, ensuring your efforts align with your business goals and maximize your reach to potential clients, customers, and industry peers. LinkedIn analytics reporting helps track ROI and metrics for improving conversion rates, providing actionable insights to refine your strategy and achieve better results.

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. Connecting and contributing to the professional community are essential for expanding your network and fostering meaningful relationships. You can even limit participation in your LinkedIn group to paying members of your organization, ensuring exclusivity and a more targeted audience for your group activities.

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. Leverage tools and LinkedIn automation to streamline communication, manage your messages and inbox efficiently, and maintain control over your outreach efforts. Write an “About Us” with relevant keywords to build your credibility.

Teams and managers play a crucial role in coordinating communications and using tools to access an overview of user activity and campaign performance, ensuring everyone can contribute effectively to your LinkedIn strategy. Zoho Social integrates LinkedIn posting and analytics with CRM features for better communication, enabling teams to streamline their efforts and improve collaboration. Group owners and managers are responsible for managing group activities, member requests, and post approvals. If you're a group owner or manager, your group's management team is shown in the Admins section on the Manage group page, making it easier to oversee group operations and ensure smooth coordination.

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. Additionally, tools like LeadDelta offer a bulk disconnect option to speed up multiple disconnects, helping you manage your connections more efficiently and keep your network relevant.

Conclusion 

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. Oktopost specializes in B2B LinkedIn management with automation features for businesses, making it easier to streamline your efforts and maintain a strong presence on the platform. SocialBee emphasizes LinkedIn automation and scheduling features for content management, helping businesses save time and maintain consistent posting schedules. MeetEdgar supports LinkedIn post scheduling and automation to enhance user workflow, ensuring your content is published efficiently and on time. Group managers can pin any post to the top of the group feed but can only pin one post at a time. LeadDelta enables you to add your 2nd and 3rd connections to its CRM and connect with them later, providing a valuable tool for managing and expanding your professional network.

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. To add or remove a group manager, navigate to the Members section of the Manage group page. We even handle personalized follow-ups manually, so your company doesn’t lose that intimate, genuine feel. ContentStudio offers content discovery and curation tools for managing LinkedIn content efficiently, making it easier to find and share relevant posts that resonate with your audience.

Intelus makes sure their clients’ profiles grow in post interactions, views, and connections. Effective LinkedIn marketing can yield valuable relationships and improve lead generation efforts, making it a critical component of your overall strategy. You should check out our LinkedIn marketing services if you’re serious about building your company’s LinkedIn profile.