It’s very difficult to find many examples of companies using LinkedIn Company Pages to their fullest potential. This a huge missed opportunity for businesses, especially given that because many businesses aren’t leveraging features likes company updates, the clutter on LinkedIn is significantly less dense than on other social networks like Facebook or Twitter. This means that a business that takes advantage of company updates and other page features can leverage a great opportunity to stand out from its competitors.
- It Has No Followers
As with any social media presence, building up a solid base of followers is key. Before company updates became a LinkedIn feature, followers were practically useless. Now, without followers, your company updates will be useless.
- It’s Completely Bare
Good luck attracting new LinkedIn company followers with a blank, boring page. At the very least, your page should include basic information about your company. Be sure to edit your page overview, complete your profile, and fine-tune your company description.
- You’re Not Using Company Updates to Share Content
As we mentioned earlier, it’s astounding how many company pages aren’t leveraging company updates yet, considering it’s arguably the most critical marketing component of a company page. Enable company updates for your page and start sharing useful information and content; interesting discussion topics; and any other company updates you want to share with your followers.
- You Have No Products/Services Tab
If you’re a business that offers products/services (and what business doesn’t?), there’s no reason you shouldn’t feature them in your ‘Products’ tab. You can even get creative with this by featuring things other than just your products/services like webinar and ebook offers. There’s nothing wrong with thinking outside the box, and doing so can help you generate valuable leads from your LinkedIn company presence!
- You’re Not Creating Targeted Product Tabs
Did you know that you can create targeted content within your Products tab that targets different audiences and features different products? Smart LinkedIn Company Pages are leveraging this feature to personalize messaging on their Products tab, and you should, too. Just click “Create New Audience” while in edit mode on your Products tab, and follow the wizard to specify and define your audience in terms of things like company size, job function, industry, seniority, and geography.
- It Features No Recommendations
Displaying testimonials is a great way to show third-party validation and, as a result, credibility for your products/services. On LinkedIn, testimonials translate to ‘Recommendations.’ On your Products tab, page visitors have the opportunity to recommend individual products and services, and a tab rich with recommendations is definitely a good thing.
- You’re Not Leveraging Opportunities for Creativity
While a LinkedIn Company Page may not be as customizable as, say, a Facebook Page, there are a few things you can do to make your page more engaging for your followers. Leverage the opportunity to highlight specific promotions, incorporate videos (it’s as simple as adding a link to a YouTube video), and leverage an interactive ‘product and service spotlight.
- 8. You Haven’t Enabled the Blog RSS Feed
Feature your business’ blog content automatically by adding your business blog’s RSS feed to your company page. This will pull in new posts and feature them on the overview tab of your LinkedIn Company Page. To enable this feature, simply go into edit mode of your page’s ‘Overview’ tab, scroll down, and enter the URL for your blog’s RSS feed.
- You Haven’t Enabled the News Module
Easily showcase news mentions of your company from the web on your Company Page. While still in edit mode of your page’s Overview tab, check the bubble, “Share news about my company” under ‘News Module’ at the very bottom of the page.
- Your Careers Tab is Worthless
One of most valuable uses of LinkedIn is for job search and recruiting. Leverage your ‘Careers’ tab to promote job opportunities at your company and direct them to your website to apply.
- You’re Ignoring Your Analytics
Make use of your LinkedIn Company Page’s built-in analytics tools to measure and improve the effectiveness and performance of your page. LinkedIn’s analytics tools, visible to page administrators as the fourth tab on your page, allow you to track page views and unique visitors on your overall page as well as each individual tab (although keep in mind it doesn’t currently provide analytics on how individually targeted product tab content performs; it only offers analytics on that tab as a whole). LinkedIn also measures how many clicks your products or services have received as well as the number of members following your company.