LinkedIn Corporate Primer
LinkedIn was originally intended for professional networking among individuals – people (half) joke that it’s the job seeker’s social media. Still, it’s ironic that the leading social medium for business lacks robust company pages.
The downside of a company LinkedIn page is that you have to actively build an audience for it, aka “followers.” Often a company’s leaders have more LinkedIn “connections” than their company page has followers. Therefore, leveraging personal business contacts to promote companies is typically the simplest method of marketing with LinkedIn company pages.
Important Points to Remember
- Anyone “following” a company will automatically see all of that company’s updates in his/her feed. That’s great, except most company pages have few followers.
- Any LinkedIn member, regardless of whether they follow a company, can “comment on,” “like” or “share” a company update (provided they know it exists).
- Once a member takes one of those actions, all of his/her connections (network) will also see the update in their feeds which is much better than hoping the target audience will stumble upon an update.
Skeptics say that company pages have limited exposure by design so that LinkedIn can sell more sponsored updates.
For SEO reasons, all of your content should be published on your company’s website first. After you post something on your website, consider the message’s content and pick the social media channel(s) for which it would be best suited. “None” is sometimes the best option!
When LinkedIn seems like a good match for new content, post it to your company LinkedIn page. Note: At the moment, this can be automated via a paid plugin, but we recommend that it be done manually (copy the post’s URL and paste it on LinkedIn). The steps are:
- Log onto LinkedIn (as yourself)
- Go to your company LinkedIn page and “follow” it, if you had not previously done so.
- Browse to your company’s website where the post was first published.
- Copy the URL
- Browse to LinkedIn
- Choose to “manage” your company’s page.
- Paste the URL in a new company update.
- Click “home” to return to your feed.
- Note: it may take a minute or two for the company update to show in your feed.
- Like, share or comment on the update that you just posted (so that it will be seen by folks in your network).
We did this with this post. We first published it on the /buzzquake website and then on our company LinkedIn page. We then asked our staff to like or share it so that it reached more people. Hopefully, a majority of the people who ultimately see it will not be otherwise familiar with /buzzquake. Ideally this piece is good enough that new contacts will visit our company website and join our distribution list. 🙂