When juggling dreams and realities, many companies opt for soft compromises for their LinkedIn company pages: they set up a page but never use it to its full potential. Is your LinkedIn business page one of them?
LinkedIn company profiles are a double-edged sword for many businesses. On the favourite social media platform of professionals and entrepreneurs, a company page can help a powerful brand or even a talented one-person business gain traction among a discerning, quality-minded audience.
On the other hand, setting up and updating a page is a big investment and commitment. Juggling dreams and realities, many teams and businesses end up with a soft compromise: they set up a LinkedIn business page, but fall short on using the features to their full potential.
The biggest challenge often arises from not knowing what to do: how to optimise a LinkedIn company page and make the most of it?
In the previous part of our series on LinkedIn company profiles, we looked into the seven basics that every business should have in place on their LinkedIn profiles.
In today’s post, we dig deeper into seven advanced strategies that will help your team bring home the clients, professionals, donors or supporters that you’re looking for on LinkedIn.
- Page Name
- Profile photo
- Industry
- Specialities
- Tagline
- Cover image
- CTA Button
- About section
- Lead gen forms
- Featured posts
- Hashtags
- Groups
- Events
- Commitments
On the fence about your LinkedIn Strategy?
Read This: 5 Strategies to Use LinkedIn Company Pages
Nurture Leads to Become Clients through a LinkedIn Business Profile
LinkedIn company pages exist for a reason: to drive awareness about your company and, often, to encourage potential clients to get in touch with you or your sales team.
When it comes to driving business through LinkedIn business profiles, there are two sections to look into: the “About” section below the company name, cover photo and call-to-action, and the lead generation forms.
The “About” section is, unfortunately, often a digital wasteland where companies either copy-paste the company history from their (outdated) website or curtly summarise their scope of work.
Make the most of this space and take your readers on a journey! Keep the reader as the focal point of your attention, describe a problem you can solve for them and make them feel the relief and accomplishment they’ll feel after your collaboration.
You have 2000 characters at your disposal. That’s roughly a third of this article, so you can’t say there isn’t enough space!
After you’re done with the “About” section, activate the lead generation forms to encourage page visitors to connect with sales, start a free trial or download an article, white paper or guide.
Essentials in a nutshell
- Take your clients on a journey in the “About” section
- Use lead generation forms to gather potential clients’ contact information
Read More: Take your clients on a journey on your social media profile
Connect through Business Content
In addition to the profile itself, LinkedIn company pages allow businesses to connect with their followers through quality content. To ensure the content lands in front of the right audience consistently, you’ll want to make sure both the “Featured” section and the hashtags of your business profile are in order.
The “Featured” section functions in a similar way as in personal profiles: it is best used to highlight evergreen content that answers the questions the page visitors have about your business and guides them to take that next step on their journey.
Good pieces of content to highlight are introduction videos that tell your company’s story, events or offers you’re currently promoting and free resources that nurture the client relationship.
Finally, sprinkle three selected hashtags on top to allow your followers to spot your unique content from their feed with ease. Make these hashtags highly personalised and unique to your brand!
Essentials in a nutshell
- In the “Featured” section, pin posts that guide your followers to the next step in their journey
- Choose up to 3 hashtags that are unique to your business
Read More: Running out of content ideas? Grab these 10 that work on every channel!
Foster Engagement with These Tips
LinkedIn business pages offer tools to foster engagement with your audience and followers, too. You can host events, create groups and communicate your mission through the Commitments section.
The “Events” tool allows businesses to spread the word about both in-person and online events, but also to gather followers’ contact information to nurture the relationship further.
Groups, on the other hand, gather together people interested in your field of work. Private groups can even become a way to build client communities for online businesses.
Finally, adding commitments serves not only the wider community but also the employer image. As more and more employees consider the values and the worldview of their future employer, sharing more about your social commitments and projects can nurture job seekers to become loyal employees.
Essentials in a nutshell
- Create a group dedicated to a topic related to your business or explore creating a closed client group
- Optimise the profile to allow potential future hires to connect with your mission
- Host events to connect with your community
7 Advanced Strategies to Attract the Right People to Your LinkedIn Community: Essentials in a Nutshell
Here you go, a recap of the seven advanced strategies that will set your LinkedIn business page apart from the competition:
- Take your clients on a journey in the “About” section
- Use lead generation forms to gather potential clients’ contact information
- In the “Featured” section, pin posts that guide your followers to the next step in their journey
- Choose up to 3 hashtags that are unique to your business
- Create a group dedicated to a topic related to your business or explore creating a closed client group
- Optimise the profile to allow potential future hires to connect with your mission
- Host events to connect with your community
When working on your LinkedIn profile updates, remember to progress one step at a time, start from these basics, and work your way towards more advanced strategies.
In case of doubt, download my free 10-step digital presence audit template to guide you in crafting and communicating a message that captures your audience’s attention and compels them to click on your post!
Recent Comments