How LinkedIn company pages create genuine impact

Posted by Sara Hawthorn

Over the last year we’ve been working with clients to improve their LinkedIn company pages and taking them from barren wastelands to busy channels with which followers regularly engage. Here’s what we learned and how you can do the same.

 

Is LinkedIn company page management worth it?

LinkedIn is trying really hard to make company pages more of a thing. From the infuriating invite to like your page feature to being able to post directly to pages from your home feed, it’s clear there’s a big spotlight above company pages. 

Yet, as I mentioned on this LinkedIn article far too many of the 19 million company pages registered on LinkedIn aren’t working in the interest of the company. Many aren’t working at all – they’re blank grey squares with automatically filled information. Journalists look at LinkedIn pages, and a neglected page is a missed opportunity. The right LinkedIn company page management can and does make a significant difference to website visits, and if you’re tracking links you can see exactly who’s coming from the platform to your website. 

 

How to grow your LinkedIn company page

Over the last six months we monitored the analytics of our clients’ pages (LinkedIn’s native analytics and Google Analytics) and made a focused effort on the type and regularity of content posted to the page. From the graph below you can see a significant upswing in both clicks and follower numbers during that six month period.

 

 

In terms of the type of content posted, it included video, behind the scenes, out and about style posts (events etc) and company news. Video always performed well, as did new business news – particularly new client wins and partnerships and new staff hires – one of which generated 315 clicks to the story on the website. The average number of pages visited on the website from that landing page was four, and visitors spent over two minutes, on average, on the website.

How often we posted varied – sometimes it was a steady 2-3 posts per week, sometimes it was a few a month. But during the times we posted more often we noticed far more consistent engagement in the form of post likes and comments. What’s been particularly interesting is that after the Christmas break where nothing was posted for a while the wheels have been slower to get moving again. 

When we compared the first six months of the year to the last, the number of social referrals to one client’s website had jumped 151%.  And total website stats had doubled almost across the board from 2,410 users and 14,466 page views to 4,228 users and 26,276 page views. That isn’t purely down to a greater LinkedIn page presence – we had earned media PR running across that time which did contribute to time on site. However, we know from the tracked links that LinkedIn played a not-insignificant role in driving traffic. 

For those questioning how to grow a LinkedIn company page we can tell you that consistency is a huge part of generating results like this. Additionally, we didn’t keep the tone of the posts too corporate – we acted and wrote like humans. Finally, be patient, this took six months. Six months of consistent posting, of spending the time gathering posts and getting the right content. If you want to grow a LinkedIn company page don’t give up after a month. You won’t see any significant changes in that timeframe. 

 

Do you need a separate LinkedIn page marketing strategy for this?

In my dream world everyone has a marketing and communication strategy which ties everything together in a nice neat bow. But it’s far from the reality facing many businesses. If nothing else a basic one page plan or spreadsheet is a must for keeping your posts in order and planned in advance – yes, plan in advance as much as you can. 

Do your research on popular hashtags related to your posts – they’re not always obvious and some aren’t worthwhile including. LinkedIn ‘gurus’ and trainers are plentiful and will share tips on how to beat the algorithms and get more likes, but we didn’t employ any of those techniques to get the results we did. Focus less on gaming the system and more on what you share and how often, it’ll lessen the likelihood of hollow results and over-inflated empty posts.

 

Building a LinkedIn page that has real impact is a slow burn but a worthwhile one. If you can devote the time in-house to this we recommend you do, if not maybe find another option, like hiring us to help.