In particular, remember to optimize your LinkedIn page for SEO, just like you would your own website, with appropriate keywords placed in your tagline and About sections. Pages with complete information get 30% more weekly views, according to LinkedIn. This tip sounds obvious, but it’s common for companies to miss one or two fields in their profile, like industry or company size, or forget to update a physical address. Pro tip: Take advantage of LinkedIn’s Website Demographics tool to understand your audience better and create content tailored to their needs. Assuming you have already defined your ideal customer profile and your buyer personas, what do you know about how they use LinkedIn? What do they want from the platform and how can it help them solve their problems? What type of content interests them? Once you know this, your job gets much easier: It’s just a matter of giving your audience what they want. Understanding and honing your LinkedIn target audience is a critical step. The answers to these questions will impact how you structure your page, including the imagery you choose and the custom CTA buttons (e.g., “Contact Us”) you include. Will your page support lead gen and social selling efforts? Do you want to keep existing customers engaged with content? Or are you interested in generating brand awareness to a new audience of tens of thousands? What are your objectives in terms of impressions and engagements, and what KPIs will help you track progress? Manage your LinkedIn page as a content hub.īefore creating or optimizing your company page, first define your LinkedIn marketing goals and be clear about how they ladder up to larger business goals. Embrace the role of LinkedIn editorial director.Create a detailed social media calendar.Establish content governance guidelines.We’ve refined our top nine tips for how to manage your LinkedIn company page, including how to generate content in an organized, consistent, and professional manner: And by “content” we mean everything from your “About” description to the posts in your feed.Įssential Guidance: How to Manage Your LinkedIn Company PageĪs the manager for a social platform, your core responsibilities around content creation and distribution are the same, whether you work at a startup or an 80,000-person enterprise. And just like with any other content platform, your marketing success on LinkedIn is increasingly determined by how relevant, useful, and engaging your content is. LinkedIn is now more about content engagement than job searching. There are nine billion content impressions in the LinkedIn feed every week. Consider that 91% of marketing executives list LinkedIn as the top place to find quality content. Why Your LinkedIn Marketing Strategy Should Focus on ContentĪlthough LinkedIn started as simply a job posting site, it has since become a full-fledged content hub. We’ve got the recipe for how to set up and how to manage your LinkedIn company page, with a focus on content strategy and governance.įollow Tendo’s nine tips, which distill our experience in managing company pages for many enterprise clients but are applicable to B2B companies of all sizes. Do you want to generate higher quality leads? Grow your company followers? Attract top talent? Then your company page had better tell a great story, the same as your company website. The strength of your LinkedIn company page matters more than ever.
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