If you’re working in B2B marketing, you’re surely already using LinkedIn and know how popular it is - according to Business Insider, it was voted the most trusted network last year. 

A good LinkedIn strategy means combining posts from both personal profiles and Company Pages. LinkedIn has just enriched the features of the latter; enabling companies to better link up interactions with its employees, event attendees, and Page followers - by introducing their new ‘My Company’ tab.

Let’s explore how you can increase the impact of your Page!

Engaging colleagues  

If you’re in charge of social media, getting your colleagues to engage with company posts is probably one of your goals. 30% of the engagement a Company Page receives actually comes from its employees, who are 14 x more likely to share that content vs. other content types.

The new ‘My Company’ tab (note: this is only available to pages with more than 200 employees for now) can better equip admins in encouraging their colleagues to share Page content, whilst also providing more insight into the ones who actively use the platform.

Access to insight like this means that you can proactively get in touch with colleagues, discuss which type of content they’re interested in, and then share the most relevant resources to support their goals. That way, you build on their willingness to share and amplify the reach of your content.

For me, the biggest opportunity provided by the new ‘My Company’ tab is “Trending coworker content”, where you’ll find recent posts that received high levels of engagement. You can use this intel to strategically ‘like’ and comment; thereby helping to further amplify your organisation’s content and achieve more reach. 

Another section from the “My Company” tab, called “*Company Name* Today” helps to build relationships with your colleagues: new hires, work anniversaries, promotions… It’s especially relevant in these times of remote working, when all of these events aren’t able to happen in the traditional way - in the sense of people being physically present to attend.

Extra tip: If you look on your page, still in ‘admin view’, you’ll see a “Notify Employees” button at the top of each post. When you click on it, each employee (those who are successfully connected to your Company Page) will receive a notification about the post, as shown below:

It’s a great way to help remind colleagues to promote the new content you’ve just posted. Note: you’ll only be able to trigger one notification per week, so choose the post wisely!

Tailor content to your audience

Until now, the depth of data and insight available in the Analytics part of Company Pages was quite limited, compared to Facebook. The good news is that the platform has just enhanced this section further, and now there’s additional data available about Page Followers. You’ll be able to view:

• A list of  followers: including their full names, job titles and links to profiles

• Follower Demographics:

  • Location

  • Job Function

  • Seniority, Industry

  • Company Size

The new depth and breadth of insights available allows Page admins to better understand  the audiences taking an active interest in your company and brand. The ability to better identify patterns/trends also enables you to make better choices about what content to share next. 

For example, if you see that the top three job functions of those following your Page are Sales, Marketing and Human Resources, you can use this insight to develop more niche content, so you’re targeting these business areas. 

Extra tip: When starting a new post, you can select ‘Target audience settings’ and choose one or multiple criteria to help you ‘aim’ your post at exactly the right portion of your follower base. Choosing different options also provides a preview ‘Estimated target follower audience’ of how many people you’ll be directly targeting with your new post.

Using the Events feature

LinkedIn first launched its Events feature earlier in the year. .After being initially only available to some selected personal profiles, it is now accessible to admins for use through their Company Page. This supports the massive shift to online events due to the global pandemic. At this point in time, adoption is still limited, so using them right now for your own organisation might be a good way to differentiate yourself in the marketplace.

Setting up a new event is relatively easy on LinkedIn. And for users, after clicking “Attend Event”, they can access an event link, add it to their calendar, invite other colleagues and even be part of event-focused conversations within the event page’s native feed. 

You might also see your events being promoted by LinkedIn to users elsewhere on the platform - as when users go to the “My Network” page, ‘Suggested Events’ often appear alongside connection suggestions. These recommendations are based on a user’s connections’ events - and the pages they follow. 

So, if you’ve got a webinar coming up, or are planning to run a live chat event, be sure to utilise the LinkedIn Events feature to help you promote it/encourage attendee registrations.

Extra tip: Events gives you the chance to enter into a conversation with attendees - both before and after the event. With several events I’ve seen, the discussion section is often left empty, which is a missed opportunity in my opinion! So, ensure you’re posting regular updates in the run-up to the event; perhaps announcements about the event itself, or even a competition or related question to start a mini discussion on the feed.

You can also tag speakers and attendees to help drive more engagement on these pre-event posts. 

LinkedIn is now used by more than 706 million professionals, making it a crucial platform for B2B marketers - and their brands

By regularly trying new things and testing new features, you can keep the performance of your Company Page on track, and utilise every possible opportunity to engage your audience. 

Hopefully, LinkedIn will keep on improving the experience for Company Page admins. And, in general, with high engagement levels centering around the use of video, we can expect the platform to also launch a Live Video feature for all pages in the coming months.

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