A step by step guide to the new and improved Linkedin pages – Company pages have received an exciting upgrade

LinkedIn has just launched a major overhaul of company pages, and we have the run down. There are more app features for admins and ‘Know and Grow’ analytics, but the most exciting feature is the new Content suggestions. They provide instant access to trending posts, so you can share the things your customers really want to see.

LinkedIn has completely rebuilt the way companies can interact – and it will give a major boost to audience engagement and the quality of your posts.

With over 500 million users worldwide and 50% of LinkedIn traffic coming through the app, admins can now make full use of this:

Improved admin features for the LinkedIn app

  • post and respond on the go
  • update your profile
  • share the most popular, up-to-date content
  • this allows you to show off your customer service skills by being responsive and reactive

Profiles have greater flexibility

  • add up to 3 hashtags to your profile and associate your brand with trending topics
  • upload PowerPoint, PDF, and Word documents
  • share customer testimonials
  • add a customizable call-to-action button and lead customers to your website, contact page, Registration/Sign up – Visit website, Contact us, Learn more, Register, Sign up

Know and grow analytics

The better you know your customers, the better your content, the higher the user engagement. LinkedIn has improved on analytics and made them more visual. Admins will receive a monthly email summary or can check online. The analytics give data on:

  • Followers
  • Traffic
  • Engagement
  • For any selected timeframe

You can see what posts have performed well and which haven’t, this allows you to improve your content.

Content suggestions

Companies who post once a week double their audience engagement. LinkedIn’s new Content Suggestions feature will enable you to give your customers exactly the content they want to read about. You can be flexible and let them know what your company is all about, whilst being on trend. You can share the latest, most relevant articles that draw your clients in and build trust in your brand.

As an admin on LinkedIn pages, you can see what topics and articles are currently trending. You can choose the audience size – be it all LinkedIn users, your followers, or your employees. Then simply look at the most popular content available. From there you can either create your own content, in full knowledge that what you write is relevant, or just repost one of the trending posts.
This makes it incredibly easy to stay active on your company page, and active profiles drive a lot of traffic, have a wider reach, and crucially increase followers.
Because your content is relevant to your followers, your brand will be seen more positively and appear very professional.

With the above mentioned know and grow analytics, you will see what content performs best and what didn’t work. It won’t take long for you to have a Company page that will present you in the best light and grow your network. This is the one feature that lets you instantly improve your brand exposure with minimal effort, so we think this is the most important thing to have happened on LinkedIn in years.

To summarise how easy it is to boost your profile with Content Suggestions:

  • Select your audience
  • See what’s trending
  • Create your own content from these suggestions
  • OR re-post what’s trending and associate with the big players in the industry
  • Stay active at the click of a button = higher engagement
  • This drives traffic
  • Increases followers
  • You are relevant to your followers

LinkedIn pages will enable you to really understand what your customers want and how to engage with them. You are always on the pulse of what people are interested in and can give them exactly what they want. Watch your customer base grow and keep them coming back.
Get started now and you will see that this new upgrade has been very well thought out, it is a game changer.

Best performing B2B content on LinkedIn

Since crossing the 500 million user threshold in 2017, LinkedIn is the one social media platform that no business can afford to ignore. More than half of these users log in monthly – and 40% of them daily. Of this ever-expanding user base, 61 million are senior-level influencers and 40 million are in decision-making positions. When it comes to generating B2B connections, LinkedIn is key.

So where to start with your content?

Rule number 1 is to ensure that you have completed your LinkedIn user profile and to have brought it in line with all other online platforms. Be consistent across all social media sites and your company website. Your company has a unique story to tell, so tell it with up-to-date, consistent content.

Once all your content is accurate and consistent, get active! Of all those hundreds of millions of LinkedIn users, only 3 million take the time to share content on a weekly basis – however, there are 9 billion content impressions in the LinkedIn feed every week. Even if you’re not very good at maths, you can see that content sharing just once a week will have a big performance impact on your B2B marketing success.

Trust in LinkedIn is high, which is why 92% of marketing experts put it into their digital marketing mix for finding valuable B2B content.

What type of content performs well?

Now that you have established a good base, you need to think about the type of content that will bring the best B2B results for your business.

Okdork.com/linkedin-publishing-success/ have crunched the numbers and identified some interesting data.

  • A good headline is key to drawing in the readers but should be no more than 40-49 characters long.
  • Articles with exactly 8 images perform best. Whilst you should have at least 1 image in your post – we are visual beings – the optimum number appears to be 8 and creates the most amount of views, shares, comments, and likes on LinkedIn – do avoid video links though, these do not perform well
  • Lists and “How to…” blog titles draw the reader in.
  • Be neutral in your writing. Content that is either very positive or negative is far less effective than neutral, factual posts that are relevant to your customer. They also tend to create more engagement through comments.
  • Long posts get viewed and shared more, the optimum length being around 1900 words. So don’t be shy when it comes to writing your posts, but keep it simple.
  • Your posts will perform best if they are easy to read. The clearer the content, the more readers, likes and shares you will entice.

Don’t forget who you are

Tell the story of your company through your LinkedIn profile and content, but don’t forget to make it human. Too often people think that B2B means remaining corporate and uber-professional at all times. Relationships, however, are always personal.

Let your company ethos shine through and join groups on LinkedIn that will reflect what your company stands for. These groups are a great way for making connections with like-minded businesses and individuals. They also let others see what you are all about.

Once you have written up your B2B content, trying to optimize it following these tips, you want to get involved with LinkedIn’s Trending Storylines.

With this feature the hashtag rules and helps you to achieve high visibility for B2B marketing and allows you to add your own thoughts to the latest news. It also allows you to see how your potential new clients react to your content and input. Just remember to keep the hashtag active in your follow up posts to make the most of your time in the spotlight.

Creating relevant content that brings you the best possible B2B response on LinkedIn does not have to be hard. With these few tips you should be well on the way for a good online presence.