Before you read any further, check out LinkedIn’s own guide to five crucial LinkedIn company page best practices.
Then, take a hard look at your company page. Better yet, ask a disinterested third party to review its content and structure.
There’s a fair chance you or your impartial reviewer will encounter at least one of these seven common LinkedIn mistakes. Let’s take a closer look at why they happen—and what you can do to set them right today.
1. It’s Not Optimized for Search
It’s not widely known that LinkedIn company pages are built for SEO. LinkedIn company pages typically rank high in search engine results pages, often just below corporate homepages and ahead of other social media properties. LinkedIn also has an internal keyword search feature that filters results for individual, company and group pages.
LinkedIn encourages company page creators to take full advantage of the platform’s impressive search visibility. Do so. Write keyword-rich descriptions with words and phrases that are relevant to your company, industry and critical skills and services.
2. It’s Rarely Updated
Effective LinkedIn pages are promptly updated with new information as it becomes public and are regularly used to publish new or repurposed marketing content. Ineffective pages can go weeks or months without substantial updates, leading prospects—understandably—to wonder whether their owners have given up.
The difference is readily apparent. This company LinkedIn page features regular, but not overwhelmingly frequent, updates. Each update is well-crafted and relevant to the organization’s target audience: employee spotlights, major company announcements, original explainer posts, republished blog posts. The effect is additive: Visitors come away with a better sense of the company’s solution, mission and objectives, and—perhaps most important—its personality.
3. It Doesn’t Take Full Advantage of LinkedIn’s Image Capabilities
LinkedIn’s visual media capabilities are sorely underrated. Your LinkedIn company page’s visual elements should embody your brand’s personality, according to Hootsuite’s Christina Newberry.
Select an arresting, brand-faithful background or wallpaper image—perhaps a group shot of your core team, or a stylized representation of your company logo or color palette. Use high-quality headshots to show off your top management team. And post quality images with every blog post or update. Charts are fine too.
4. Its Fresh Content Isn’t Compelling
Regular updates only go so far. The fresh content you post or repost on your LinkedIn page needs to be compelling, even arresting. Think like a journalist and dress your updates as newsy scoops—even if there’s nothing particularly “breaking” about the news they contain. Select only the most interesting topics, write about them from a unique (or at least uniquely synthesized) point of view, and use gripping headlines and ledes to draw the reader in. For more on this last point, review this guide to writing better headlines.
5. It’s Not Engaging With Industry Peers & Influencers
No matter how informative or compelling its content, your LinkedIn company page won’t attract sufficient attention on its own. You need to do this yourself.
Join LinkedIn groups relevant to your industry, follow peer companies and influential executives, and devote substantial resources to conversing with these people and entities—answering and posing general questions, seeking out advice, sharing news. After a while, people you follow (and those who follow you) will take the conversation to your LinkedIn company page. Think of it as old-fashioned networking with a digital twist.
6. It’s Too Self-Promotional
A well-balanced LinkedIn page should follow the 4-1-1 rule: sharing five pieces of non-original content for every one self-promotional post.
There are plenty of influencers and peer companies deserving of your company page’s attention. By lifting them up, you increase the chances that they’ll return the favor at some point in the future.
7. It’s Not Well-Integrated With Your Employee Network
Your LinkedIn company page is a natural hub for your team. Encourage employees and contractors to follow it. Return the favor when they do. Prospects and potential partners like to see active LinkedIn company pages with follower counts that line up with actual employee counts.
What was your company LinkedIn page’s top weakness, and how did you fix it? Please share in the comments section below.
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