Most likely, you already have a LinkedIn profile and maybe you’ve even posted your career updates along the way. But LinkedIn can be so much more for your business—that’s when a LinkedIn Page comes in.
At MTC | The Content Agency, we live and breathe LinkedIn. Over the past two years, we’ve partnered with clients looking to grow their company brands on the platform. We’ve partnered with many inspiring individuals and forward-thinking brands doing amazing work in green technology.
But in this blog post, we want to explore LinkedIn Pages further — and share our 10 steps to running a successful page.
Why are LinkedIn Pages important for businesses?
LinkedIn Pages are important for businesses as they provide a professional platform to establish a brand presence, connect with professionals and potential clients, showcase expertise, attract talent, generate leads, and gain valuable industry insights. Overall, having a LinkedIn Page provides a dedicated space to showcase the company’s values, mission, and culture, and helps create a positive impression among professionals and potential clients.
Additionally, LinkedIn is widely used for recruitment and talent acquisition. Companies can use their LinkedIn Pages to advertise job openings, attract potential candidates, and showcase their company culture and values to attract top talent. What business wouldn’t want that?
MTC | The Content Agency’s insights can help you create and maintain a successful LinkedIn Page. Follow these steps and start posting now.
Step 1: Define Your Objectives
Defining clear objectives is crucial for creating a successful LinkedIn Page. Do you want to drive brand awareness? Or increase follower growth? Is your goal generating more engagement? Without a clear objective, you won’t be able to measure the success of your Page.
Step one is setting specific objectives and using LinkedIn analytics to measure the relevant metrics connected to your goal. This way, businesses can assess the effectiveness of their LinkedIn Page and make data-driven decisions to optimize their strategies, refining their content, engagement tactics, and overall LinkedIn presence to achieve the desired outcomes.
PS: Refer to step 9 for more details on how to leverage LinkedIn Analytics!
Step 2: Identify Your Target Audience
Defining the target audience allows businesses to craft messaging that resonates with them.
Different audience segments may have distinct language preferences, industry jargon, or communication styles. Are you looking to attract talent? Do you want to generate leads? Or do you simply want more brand exposure?
Your content will change according to the target audience. When you understand who you are talking to, you can tailor your messaging to effectively communicate the value proposition and establish a genuine connection.
Step 3: Choose Your Profile Picture and Cover Image
Profile and cover images are often the first visual elements that visitors see when they land on your LinkedIn Page. These images contribute to the overall visual identity of your brand and help create recognition and recall among your audience. A well-designed profile and cover images give your LinkedIn Page a professional and polished look.
The profile picture and cover image of your LinkedIn Page should be:
- Consistent with your branding
- Relevant and engaging (why not add a CTA?)
- Optimized for clarity and visibility
- High-resolution (no pixelated logos!)
- Regularly updated
Remember, profile and cover images are essential visual elements that contribute to your brand’s perception of LinkedIn. With the right images and design, you can enhance brand recognition, credibility, and engagement.
Want more LinkedIn Page insights? Subscribe to ‘The LinkedIn Page Insider’ – a monthly email series for ambitious company teams trying to gain more visibility on their LinkedIn company page.
Step 4: Optimize Your Headline and About Us Section
SEO is also important to ensure your LinkedIn Page drives organic results. Conduct keyword research relevant to your industry, target audience, and the products/services you offer, identifying keywords and phrases that potential users might search for on LinkedIn.
The Headline appears under your company name and logo. Make it concise, compelling, and keyword-rich. The About Us section provides an opportunity to showcase your brand’s story, mission, values, and key offerings. Make it informative, engaging, and keyword-optimized. Here, highlight the core aspects of your business, emphasizing the keywords relevant to your target audience and industry, and break down the content into subheadings and bullet points to improve visibility.
Update the Headline and Abous Us periodically to reflect any changes in your business, such as new products, achievements, or company milestones. Regularly refreshing your content shows that your Page is active and can improve its visibility.
While optimizing your LinkedIn Page for SEO is important, it’s equally crucial to create engaging and user-friendly content. Find the right balance between keyword optimization and compelling storytelling.
Step 5: Highlight Your Products and Services (Or Create a Sales CTA)
LinkedIn offers a dedicated Products and Services tab on Pages. Use this section to provide detailed information about your offerings, and include compelling descriptions, key features, benefits, and any unique selling points.
Additionally, you can create a customized and compelling sales calls-to-action button, directing your audience to take specific actions such as visiting your website, requesting a demo, signing up for a free trial, or making a purchase.
Step 6: Add Showcase Pages
Showcase Pages are designed to highlight specific products, services, initiatives, or business units within your company, allowing you to target specific audiences for each Showcase Page. Align your Showcase Pages with specific objectives and target markets to ensure their relevance and effectiveness.
Step 7: Post Regularly
Posting regularly on your LinkedIn Page supports its success and increases your visibility among your followers. Consistent also boosts audience engagement, establishes thought leadership, strengthens relationships, and helps your brand stay top of mind.
Consistent activity signals to the LinkedIn algorithm that your page is active and relevant, potentially improving your reach and exposure to a wider audience, so make sure you’re posting at least three times a week (ideally in the mornings).
Step 8: Engage with Your Audience
A LinkedIn Page is an opportunity to build and nurture relationships with your audience. But you still have to engage with them—even as a company.
Make sure to like and reply to comments and messages, and keep an eye out for any posts where your Page has been tagged. This way, you foster a sense of community and strengthen the connection between your brand and its supporters, leading to increased loyalty, advocacy, and even potential collaborations or business opportunities.
Step 9: Leverage LinkedIn Analytics
LinkedIn analytics can provide data on page views, impressions, and reach. Monitor these metrics according to your goal (see Step One) and track the growth of the brand’s visibility over time. By analyzing this data, you can also identify the content that performs well and resonates with your audience, creating more relevant and engaging content in the future.
Stay up-to-date with the platform’s benchmark performance indicators and adjust your strategy to improve your numbers!
Step 10: Promote Your Page (With the help of your employees)
Promoting your page doesn’t necessarily involve running paid campaigns. Employees can be powerful brand advocates and significantly contribute to the promotion and success of your LinkedIn Page.
To support your employee engagement with your Page, use internal communication channels to regularly communicate updates about your LinkedIn Page and provide them with pre-written content they can easily share with their networks. Additionally, you can share posts about your team members and tag them in the content. This recognition not only motivates employees but also reinforces the value of employee advocacy.
You can also encourage employees to create and share their own content related to your industry, expertise, or their experiences at the company. MTC | The Content Agency’s LinkedIn workshop for employees is a great place to start! Contact Megan at megan(at)mtcthecontentageny.com to schedule a workshop.
Are you ready to publish your successful LinkedIn Page?
MTC | The Content Agency is focused on achieving consistent organic growth for B2B brands. That includes keeping a close eye on your metrics plus suggesting ways to engage and grow your following, creating a LinkedIn Page that attracts talent, generates leads, and reinforces thought leadership and branding.
We work with you to develop a successful LinkedIn strategy that drives leads to your business and helps grow your ROI year-on-year. If you’d like to learn more about whether LinkedIn is right for your team — and your greater company brand strategy, visit our sales page or book a discovery call with us.
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