Launched as a site for career networking, LinkedIn has grown into the most powerful and most used social media platform for B2B marketers. LinkedIn comprises of over 500 million users, of which 260 million are active users, and 40% of these active users are using the platform on a regular basis. Astonishing, isn’t it? This statistic proves that your company page can get an audience of around 104 million users daily.
The question is: “How can you convert potential customers into followers and followers into buyers?” In this article, we’ll go over a few key elements that help prospective followers make the leap into valuable customers.
Benefits of a Company Page
The company page is the first step to creating value for your audience. This is the first place they go for information about you and your company, so it is critical to make sure they are able to find what they are looking for. When making your page, be sure it can accomplish the following:
1. Brand Awareness: A company page will help you spread the work and reach out to your potential customers. People will get to know about your brand, expertise, experience, etc.
2. Educate Target Customers: Instantly present yourself in a way that will help attract your target customers. Once they follow you, you can provide them with content and information about your company.
Promote Job Opportunities: Most users view LinkedIn company pages as a source of information about job openings. Using your company page to highlight new openings allows you to cut out the middleman and get direct connections with potential employees.
Generating Leads through your Company Page
Now that we have a better understanding of what a company page is let’s see how we can boost conversions though it. The page itself is not going to generate leads if you don’t develop a marketing strategy that offers content to your network. You need to engage with your audience if you want to get the most out of your company page.
1. Create Information-Rich Content
Step one of your marketing strategy should be to produce quality content for your network. LinkedIn consists of a publishing tool that allows you to post directly within the content marketing platform.
You can publish once a week if you want to increase engagement (which you should). To maximize participation with each post be sure to add captivating visuals. Pictures and video are much more interesting to look at than a wall of text could ever be. Use hashtags so that your target audience can easily reach out. If you want to grow your audience, you need to come up with articles, company updates, etc. frequently. A dead page won’t be of any help to boost conversions.
2. Encourage Employees to Join the Page
Your biggest advocates are your employees. If you wish to grow your network, you need to start-off within your company. Encourage your employees to get connected with your company page and share whatever your page publishes. Utilizing their networks will help you will be able to reach a broader audience. Even adding details like their job position in the company would matter. Making their profiles visible on your page will benefit both your employees’ and your company’s reputations.
3. Content that is Media-Rich
If you are planning to stay ahead of your competition, you need to stand out. Adding content that consists exclusively of text, will not do much to boost page views. People lose interest in posts that do not have visuals. Including images, infographics and videos in your posts much more likely to keep readers glued to your page.
4. Showcase Pages
With the help of showcase pages, you can put the spotlight on the best aspects of your business. This feature is especially useful for highlighting new products your company is launching. LinkedIn users can decide to follow more than one showcase page, multiplying the amount of exposure your brand gets. Each company page can have up to 10 showcase pages, so use them wisely.
5. Benefit from LinkedIn Groups
Being an active user on LinkedIn has its perks. If you consistently engage in group
discussions and participate more, you will be able to attract a broader audience to your
You can use the search bar or view LinkedIn suggestions through “Group Discover” to find a group that is relevant to your industry.
6. Incorporate Ads on LinkedIn
Each user on LinkedIn provides a detailed list of their skills, professional interests, and associations. Take advantage of LinkedIn’s exceptional targeting capabilities to focus your ads on the audiences most likely to act on them. Here are some of the advertising solutions offered by LinkedIn:
Text Ads: These ads appear on profile pages, homepages, search result pages and more, and are usually CPM ads or pay-per-click ads.
Sponsored Ads: Will help reach a broader target audience and attract new people to your company page.
Sponsored In-Mail: It is somewhat similar to email marketing, but restricted within the LinkedIn platform. Through this, you can inbox personalized ads to members on LinkedIn.
7. Call to Action
It is true that you want people to consume the content you have posted, but the actual goal is to convince them to click and view your website. Generating leads is pointless if you cannot convert them to a sale. All the content you are publishing on LinkedIn should encourage viewers to take action. For example, tell them to visit your website, view the company page, subscribe to the newsletter, read more articles or watch a video shared by the company. This call to action holds immense significance in driving business results.
In conclusion, while company pages are vital components to spreading awareness about your business, their value doesn’t end at amassing a large following. Prepare the page to make it as easy as possible for users to learn more about the company and to potentially buy into new products and services. The end goal is to boost conversions so do whatever you can to build a meaningful network, build credibility and offer value to readers.