Mastering LinkedIn Company Pages: Strategies for B2B Success

LinkedIn Company Pages often sit in the shadows, overlooked by businesses focused on more flashy platforms like Facebook, Instagram, or Twitter. Yet, these pages hold untapped potential, especially for B2B companies. If you're a marketer or business owner looking to boost your online presence and generate leads, it's time to give your LinkedIn Company Page the attention it deserves. This comprehensive guide will walk you through optimizing your page, utilizing new features, and crafting a content strategy that works.

The LinkedIn Landscape: Why It Matters

LinkedIn is the number one B2B platform globally and the most trusted social media platform. Despite its reliability and reach, many businesses neglect their LinkedIn Company Pages. This neglect often stems from a lack of understanding of how to leverage the platform effectively. With around 65% of decision-makers having a profile on LinkedIn, your company page can be a powerful tool to reach and influence key stakeholders.

Optimizing Your LinkedIn Company Page

Before diving into content strategies, it's crucial to ensure your LinkedIn Company Page is fully optimized. A well-maintained page can get 11 times more clicks and 30% more impressions than an incomplete one. Here's how to get started:

1. Complete Your Page Information

• About Section: Make it search-engine friendly and speak directly to your ideal audience.
• Lead Gen Forms: Utilize these to capture potential leads.
• Workplace Commitment Sections: Fill these out to showcase your company culture and values.

2. Regularly Update Your Information

Ensure that all information is current, including your location, contact details, and company description. Outdated information can turn potential clients away.

Leveraging New Features

LinkedIn has introduced several features to make company pages more engaging and functional. Here are some of the most impactful ones:

1. The Notification Bell

Similar to personal profiles, company pages now have a bell icon that followers can ring to get notified of new posts. Encourage your audience to use this feature to stay updated with your content.

2. Clickable Links on Images

You can now add clickable links to image posts, similar to Instagram's stickers. This feature is perfect for driving traffic to your website, event registrations, or specific product pages.

Content Strategy: The 3-2-1 Approach

Creating engaging content is key to keeping your audience interested and growing your follower base. The 3-2-1 content strategy simplifies this process:

1. Good to Know (3 Posts)

These posts should showcase your industry knowledge. Share insights, trends, regulatory changes, and other valuable information that establishes your credibility.

2. Good to Feel (2 Posts)

These posts highlight your company's culture and values. Share behind-the-scenes looks, employee spotlights, and community involvement. Humanize your brand to build a stronger connection with your audience.

3. Good to Buy (1 Post)

Don't shy away from promoting your products or services. Explain how you solve problems for your customers and why they should choose you. Connect your offerings to the needs and pain points of your audience.

Types of Content to Post

Diversify your content to keep your audience engaged. Here are some types of posts to consider:

• Short-Form Text: Quick updates or insights.
• Long-Form Articles: In-depth explorations of industry topics.
• Videos: Demonstrations, interviews, or behind-the-scenes looks.
• Images: Infographics, employee photos, or event snapshots.
• LinkedIn Live Events: Real-time interactions with your audience.

LinkedIn Live Events and Newsletters

LinkedIn is focusing heavily on live events and newsletters. Both formats offer unique advantages:

LinkedIn Live Events

These events allow real-time interaction with your audience. Use a third-party tool like StreamYard to broadcast live. The events tab on your company page will archive these sessions, providing ongoing value.

LinkedIn Newsletters

Newsletters combine the SEO benefits of articles with the reach of a subscriber base. Your first newsletter will be sent to all your followers, offering a significant boost. Use this opportunity to provide high-value content and encourage subscriptions.

Growing Your Follower Base

Building a substantial follower base is essential for maximizing your content's reach. Here are some strategies:

1. Use Invite Credits

LinkedIn allows you to invite your first-degree connections to follow your page. With 250 invite credits per admin per month, you can grow your follower base quickly.

2. Promote Your Page

Encourage employees to share the page with their networks. Include links to your LinkedIn Company Page in email signatures, newsletters, and other communications.

3. Engage with Your Audience

Respond to comments, ask questions, and encourage interaction. The more engaged your audience is, the more likely they are to share your content and invite others to follow your page.

Conclusion

Optimizing and actively managing your LinkedIn Company Page can significantly impact your B2B marketing efforts. By leveraging new features, adopting a strategic content plan, and growing your follower base, you can turn your page into a powerful tool for lead generation and brand visibility. Take the time to give your LinkedIn Company Page the attention it deserves, and you'll see the benefits in increased engagement and opportunities.

For more in-depth strategies and tips, consider subscribing to MentionBrand Blog. MentionBrand helps you to identify relevant conversations and craft tailored responses, enhancing your visibility and lead generation efforts. With a bit of love and consistent effort, your LinkedIn Company Page can become a cornerstone of your B2B marketing strategy.