article written by
ALICIA DODD
Increase Company Visibility on
LinkedIn
As a Community Architect
at Intero, I get the pleasure of helping clients build a company strategy and
implement that strategy on LinkedIn. Our clients come from various backgrounds
and industries, and what I have noticed is that no matter the company, no
matter the industry, no matter the size, there are three ways to positively
increase visibility for your company on LinkedIn. In this post I’ll share with
you what I’ve noticed with my clients in the hopes that you, too, will begin to
champion the initiative to get your company sharing more on LinkedIn.
1. Create original content
• 61 percent of people feel better about a company that
delivers custom content and are more likely to buy from that company.
• 90 percent of consumers admit that they find custom content
useful
I hear the objections all the time:
We don’t have the time to create original content; No one in our industry would
read our content; It’s not in our budget to create quality content. What you
must understand is that original content performs best on LinkedIn. What do I
mean? Let me give you an example.
I am working with a group that
works in a niche industry. They had some of the same reservations with regard
to creating and sharing original content on LinkedIn. I recently did an
experiment with them where I began to share some of their pre-existing case
studies combined with third-party content. And guess what… their original
content overall had the same or higher amounts of impressions, clicks, and
interactions in comparison to the third-party content.
image:
http://cdn.business2community.com/wp-content/uploads/2014/06/Screen-Shot-2014-06-10-at-9.33.54-AM.png
People who take the time to follow
your company page want to receive updates from you. They want to learn more
about what your company does. The trick is to create and share content that
educates and informs them. This content does not have to take a lot of time,
resources, or budget either. Chances are, you have content that is perfect for
LinkedIn already in your arsenal. Do a content audit and determine what can be
shared with your LinkedIn Company page followers.
2. Get your employees involved in
sharing
• Employees with
socially-encouraging employers are significantly more likely to help boost
sales than employees whose employers aren’t socially encouraging (72 percent vs. 48 percent respectively).
Recommended for You Webcast: The 12
Types of Viral Marketing
This, I must admit, is what I
believe is the future of social media marketing for companies. You can no
longer expect a single person to be the social media manager and evangelist for
the entire company. Getting your employees involved in sharing will not only
increase engagement rates overall, but it will also give your employees
newfound ownership and community with your company.
I saw this firsthand with the same
group that I mentioned above. We made a concerted effort to have employees
begin to share content to help push a campaign in various related groups on
LinkedIn.
With the help of employee sharing,
at the completion the group engaged with 28 new people of interest from all over the country.
They were pleased with the results, and since then, their employees have begun
to share LinkedIn posts on their own.
There are platforms available such
as GaggleAmp that you can use to monitor and
encourage employee sharing, but for those just starting out, I suggest you do a
series of small experiments to determine what works best for your organization.
Send out a weekly email highlighting content that you encourage your employees
to share, or create a recognition program for employees who are sharing company
content on social media.
3. Give people a reason to click to
your website AND complete an action!
• A call-to-action pin description
sees an 80
percent increase in engagement. (Pinerly Study)
I know, the above stat corresponds
to Pinterest and you are wondering why I included it in this post about
LinkedIn. Well I’ve included it because I have seen the same amount of
increased exposure with call to action post on LinkedIn. With the campaign push
that I mentioned above, we included a clear call to action with an incentive to
click. I believe that the clear call to action and incentive that we included
helped to drive people to the group’s page AND complete an action.
Having a clear call to action gives
people a reason to click on your post and land on your page. Remember two
things, your call to action can’t be generic, and you should consider what you
want to happen once people land on your website. If your call to actions are
too generic they will be overlooked by your audience. Similarly, if you do not
lead your visitors to a page where they can complete an action (sign up for you
newsletter, request information, download content, etc.), they will drop off of
your sight. Leaving you both empty handed.
Key Take Aways
The points that I really want you
to take away from this post are that:
You should be sharing content on your LinkedIn Company Page
• Consider posting some of your existing content
Get your employees involved in posting on LinkedIn and other social media
platforms
• Start small by making sharing easy and accessible for them
Include clear call to actions and incentives to get people to
click on your posts and land on your company website
• Don’t forget to take into consideration what happens post conversion
I hope this post helps to get your
company sharing on LinkedIn. If you are wondering how to attract followers to
your LinkedIn company page, take a look at my colleague Lindsey Stemann’s post 5 Ways to Expand Your LinkedIn Company Footprint.
Also, Request our helpful guide on
how to effectively build LinkedIn Company and Showcase pages by emailing
me at alicia@interoadvisory.com.
What type of content do you
typically share on LinkedIn Company pages and are you having success in
follower engagement?
http://clika.pe/l/10882/33749/
