How to Make Your Company's LinkedIn Page Work to Grow Your Business

This edition is a guest article by B2B LinkedIn expert, Indrek Poldvee, partner at B2B Growth.

How to make the LinkedIn Page work?

First, you should understand what LinkedIn is and what it's used for. Most people think they know, but from our experience, only some really know and understand how to use LinkedIn. 

When you want to make a company page work, you need to train your key people on what LinkedIn is. Most people who have used it for 5 or even 10 years think they know everything they need but are still surprised by all the possibilities and aspects. For example, fixing your personal profile might take up to 16 hours. It's a lot more than just uploading a profile picture and writing your job title.

We have done hundreds of trainings, and every time, people are amazed at how complex LinkedIn is and all the opportunities it offers. So, the first step in making a company account work is to train your people on what LinkedIn is.

It's important to bring people on the same page because it makes creating a strategy much easier. If people have completely different ideas about LinkedIn, agreeing on the next steps is nearly impossible. Also, most people have no idea about how they can assist in helping the company page grow. 

After training, the second step is to make a LinkedIn company page strategy. First, we to go over the goals for the company page. 

In our experience, these are the main goals that company pages have:

1.   Company branding

2.   Employer branding

3.   Increasing sales and building trust with customers

4.   Building a communication channel for colleagues

After you have set the goal, it's time to map the target audience. Where is your ideal audience from, and how many of them are on LinkedIn? It's crucial to speak to a specific audience. If you want to appeal to everyone, you will attract no one.

It's totally fine if the main goal is employer branding, but you also want to help your salespeople. 

If you know the goal and audience, you can start mapping out which content they would like to read and what they consider valuable. 

The content on LinkedIn has to be valuable. It's all about building trust with your audience. The content shouldn't just be about you; it should help your target audience. What is the value you can offer your readers? From that, you can start building a content strategy.

We recommend choosing 4-5 main topics your account will focus on. Depending on your field, these could be personal development, the future of your industry, team leadership, advancements in recruitment, marketing tips, etc. Having additional topics will keep you from just talking about your product or services.

After getting the team on the same page and creating a strategy, the third step is to unify key people's LinkedIn profiles.

We have seen that unified profiles make a massive difference in trust. It doesn't mean that everyone has the same sentences and identical pictures on their profile, but rather that all profiles carry the same brand messages. The profile tone and texts are individual and custom-made to fit the person, but the background images and brand messages should be similar to create trust in your audience. 

For example, here’s what our team members’ profiles look like: 

When the profiles are done, it's time to start creating content. LinkedIn says that active accounts post at least twice a week. Here are some tips on how to boost your content on LinkedIn:

1.   Keep at least 24 hours between posts. 

2.   Good posts on LinkedIn are about 1200-1600 characters long. But try out different lengths to see what your audience prefers.

3.   Also, test different formats; accounts that post using all formats get extra views.

4.   Use 3-5# per post. It doesn't matter where the # is in the post, but try to use ones with more than 100k followers. Do not make very specific custom hashtags every time you post. But we do recommend using one custom # that includes your company name in every post. 

5.   Video posts need subtitles. The latest LinkedIn algorithm research showed that videos with captions performed 38% better. 

Thinking ahead and creating a content calendar is very helpful, as you can prepare 5-10 posts ahead of time and always have something to post. 

It takes time to master LinkedIn. It can take 6-12 months of posting and other activities before you start seeing good results.

Finally, in order to get better visibility and results, you need to get your people on board to help the company page grow. Employees should start commenting on posts. 

Huge tip: Comments are up to 8x more effective than Likes and over 10x more effective than Shares. 

If they comment more than 12 words, it gives 50% more reach to the post than short comments. Motivating your people to comment and be more active on LinkedIn is a challenge, and that's why you need to have a long-term strategy and specific steps to make it sustainable. 

If you need help with any of these steps, don't hesitate to contact us. 

About us

B2B Growth is your company’s strategic LinkedIn partner. We will upgrade your B2B sales strategy, polish your company brand and help to build your employer brand on LinkedIn. In 3 years, we have fixed over 900 LinkedIn profiles, managed over 30 accounts, and trained over 2500 people.

Get in touch with us, feel free to drop me an email on indrek.poldvee@gmail.com

and let’s unlock LinkedIn’s potential!

Indrek Põldvee B2B Growth

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To your success,

 Timo

Uplift Career Coach & LinkedIn Expert and Profile Optimizer

Uplift Business Coach

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