Using LinkedIn Company Pages in Your B2B Marketing Plans

November 29, 2018

whole brain marketing blog author


Posted by Reid Trier

LinkedIn AdsLinkedIn has long been the best network for finding prospects online — especially for industries like B2B insurance and financial services or niche manufacturing that are incredibly relationship-based. Even the most specialized industries find LinkedIn to be very useful as a business development tool. So if your business doesn’t have a LinkedIn Company page yet, you ought to create one right after reading this article. Before you do, however, refresh your memory about the current capabilities of LinkedIn pages because, up until very recently, they had a few limitations and idiosyncrasies compared to other social platforms that made it a bit more challenging for companies to share content.

Why is a LinkedIn Company Page Important?

A LinkedIn page is typically the first page — if not the first — members go to learn about your company, its personality and what it has to offer. Just having the page isn’t what’s truly important though; if you’re going to treat it as an old-school, static About Us page, then there’s no point in setting it up. You need to actively use it as a marketing tool to pique the interest of prospects, highlighting content that speaks to their needs and pain points and encouraging them to engage with it, share it and take action. Your page is also an ideal location to show potential recruits what it’s like to work at your company while giving prospective customers a sense of what it’s like to do business with you.  

Keys for Successful LinkedIn Company Pages

1. Visual Content

Pictures and videos aren’t entirely absent from LinkedIn, but the platform certainly isn’t as visually loaded as Instagram, and you aren’t currently able to share multiple images in a single post. That said, your visual content can perform well and stand out in the LinkedIn newsfeed...if you do it right. That means your visuals should be unique images (not cheesy stock photos, like a handshake) that are 1200 x 627 pixels. You can also apply text over the image to convey a relevant stat or message, replacing the need for lengthy lead-in text.

LinkedIn-B2B-Marketing

Beyond images, you can also use native video for your page posts. Such video content, according to LinkedIn, is five times more likely to start a conversation with prospects than other types of content you share. This doesn’t mean you need to share videos in every post, but does mean if you haven’t yet considered producing video it’s time to get started. In addition, with Showcase Pages, you can show off some of your specialized content that focuses on the different product or service lines your company has.  

LinkedIn-showcase-page

2. Company Page Engagement

In the past, Company Pages were limited in the social interactions they could make with other companies and individuals. But now, page admins can post and respond to comments through Pages — and can post, update and respond on the go with theLinkedIn mobile app. They can also associate their Page with relevant hashtags, allowing them to monitor and respond to discussions about their company and key topics on LinkedIn. In addition, admins can now share documents, like SlideShare,  PowerPoint presentations, Word documents and PDFs, to communicate company information and stories in more detail than just a single page post allows. 

As an admin, you should:

  • Keep track of comments and respond as often as you can. Even a simple “thanks” can go a long way

  • Re-share your employees' best LinkedIn posts

  • Re-share member posts that mention your company

3. Compelling Copy for Posts

As you share content on your company page, keep in mind a few things as you draft the copy for the posts:

  • Keep the lead-in sentence to 150 characters or fewer

  • Draft multiple options, let them rest and then come back to them before posting and ask yourself which one is compelling enough to click

  • Risk being a little edgy (within the boundaries of good taste and company standards) with your message to stand out

  • Include a hashtag to associate the company with trending topics

  • Use a short URL (e.g., Bitly) with a tracking code so you can see where traffic is coming from in your website analytics

Also keep in mind that if you quickly put together a LinkedIn post for your company page and post it only to find a pesky typo, you’re going to have a tough time undoing your mistake. Your first reaction would be to look for an “edit post” button, but where is it? Though you can find it on Facebook, LinkedIn doesn’t currently have that feature. If you want to make a change, you’ll have to delete the post altogether and re-post the correct version.

4. Require Employee Participation

Your brand’s page shouldn’t be the sole focus of your LinkedIn efforts. Instead, your employees’ profiles should be part of the mix as well. Why? Because on average, employees have 10X the connections as their company has followers on LinkedIn, meaning their sharing of content dramatically increases the visibility of your business. You’ll notice much better engagement with your content when you get your employees sharing your company’s posts and personalizing the lead-in messaging when they hit “Share.” (If you see employees are stuck in a rut trying to add connections to their personal networks, take a look at this post by our President Greg Linnemanstons.) 

A LinkedIn company page is a must-have in the B2B realm. If you don’t have one, you need to get one. If you have one that’s gone stale, starting using it again to engage your prospects and customers and expand your overall reach.

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Topics: Social Media



whole brain marketing blog author
Written by Reid Trier

Reid is an Inbound Marketing Specialist responsible for the production and management of digital content for client programs. A strong writer with an in-depth knowledge of HubSpot, Reid plays an important role in meeting client needs. A graduate of Lawrence University, Reid majored in English and previously interned on Weidert Group's business development team.

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