As we found out a few weeks ago, LinkedIn Company Pages are undergoing a major change. On April 14, LinkedIn will be removing the Products and Services tab. For some this is hard to hear. The Products and Services tab was the logical place for many businesses to promote their services and encourage engagement (and sales!), but don’t let change stop you from using LinkedIn Company Pages. The site has plenty of benefits and other options for you.
Why you need a LinkedIn Company Page
LinkedIn is incredibly important for businesses to be active on. Here a just a few reasons why:
- LinkedIn is now responsible for 64% (!) of all visits from social media channels to corporate websites. In contrast, Facebook accounts for 17% of such visits, while Twitter is just 14%.
- There are 3 million LinkedIn Company Pages.
- There are 148 different industries represented on company pages.
4 ways to improve your LinkedIn Company Page
The Products and Services tab may be gone, but maybe that is just the motivation you need to learn how to make your Page more user-friendly.
Post more – a lot more
Many of us are guilty of posting LinkedIn updates only once or twice a week, but that is probably why we are not seeing engagement. LinkedIn has found that 20 posts per month can help you reach 60% of your unique audience. In contrast, when you only post occasionally, your single post only reaches about 20% of your followers. A frequent posting schedule will help you reach more people, more often.
Post during the workday
LinkedIn users are very consistent – users are on LinkedIn during business hours. More specifically, they are logged on in the morning and mid-day. To achieve maximum reach, post during these hours. If you are too busy during business hours to post consistently, schedule your posts to be published automatically (Note: You are only able to schedule individual LinkedIn user updates. LinkedIn does not allow for third-party scheduling for page posts. However, using a “tasks” reminder or setting on your calendar can help prompt you to submit your company updates).
Visuals make your company page more appealing to users. They capture users’ attention and make them more likely to interact with your brand. Showcase your products or services with a video – 52% of consumers say that watching product videos makes them more confident in online purchasing decisions.
Engage your employees
Increase your reach by getting your employees to interact with your company page. Employees are 70% more likely to click, share and comment on an update than a typical LinkedIn user. Normally, all you have to do is ask and your employees will start engaging more.
As with any social channel, authenticity is crucial. No matter what you post or how often, make sure you are true to your brand.