LinkedIn Company Pages can be a great way to enforce your brand with your audience and create loyalty for your company. However, many small businesses struggle with producing content that solicits a reaction from the audience.
Are your LinkedIn Company Page updates driving engagement?
For some companies, a LinkedIn Company Page can be the most difficult to manage. Page administrators often wonder if anyone even saw sees their posts. There are no comments, likes or shares of the content.
So, how can you create content that encourages engagement? Check out these 8 tactics to use when posting updates to your company page.
- Tell your audience what you want them to do. This is what is known as a call to action. Posting an update simply to post isn’t going to drive engagement. Determine your LinkedIn strategy by determining what you would like your audience to do after reading your post… and tell them. An easy call to action could include a link to a full article or an additional resource. Posts with links are 2x’s as more likely to drive your audience’s engagement. (LinkedIn.com)
- Be social; start a conversation. Engagement can be elusive, but really it’s just about starting a conversation. So, ask a question that’s relevant to your audience. And, be diligent about not letting the conversation drop. When you get a response to your post, comment back and engage with your audience further. Let them know you are listening, not just broadcasting.
- Catch their eye. Include appealing graphics with each post. According to LinkedIn, posts with eye-catching graphics solicit 98% more comments than posts without graphics. Be sure that your graphic is properly sized for LinkedIn. Images that are too small or cut off lose their appeal.
- Use video to draw them in. When you share a YouTube video as a company post, it will play directly in the feed, encouraging people to stay on your page longer. YouTube video updates can result in 75% more shares.
- Find the right mix of content. Experiment with your LinkedIn strategy. Different types of content and measure the results. Consider posting humor or inspirational content mixed in with your industry news. Share “behind-the-scenes” posts as well as press releases. Test what type of content your audience wants to consume.
- Monitor your LinkedIn page and analyze the results. Track metrics like type of content, day and time of posting, posting frequency, and target audience. Discover what’s working and do more of that.
- Create an editorial calendar. Part of your social media strategy is to incorporate your LinkedIn Company Page to work with your other social media marketing efforts. Create a calendar of important company news, product launches, and industry headlines. Use this calendar to map out your work and see which employees or departments need to contribute content. You can use social media tools like Buffer or Hootsuite to schedule your posts, but be conscious of timely events and news reports and be responsive to adjusting your posting schedule.
- Keep things short, snappy and valuable for your reader. Use a headline in your LinkedIn post that will catch their attention and follow that up with a short and concise introduction to the content. For example, say you want to post a link to your company page that shares an article from your blog, give it a snappy title (that’s a bit different from the article title on your blog) and a brief introduction of the content that you are sharing. Try to give a unique and authentic view of the content, don’t just post the url link without letting people know more about what it’s about and why they should read it. Above all, post content that is useful for your audience.
For more tips to producing engaging content for LinkedIn Company Pages, take a look at these suggestions from LinkedIn. 
