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How to Use Your Company LinkedIn Page to Drive Leads

November 3rd 2019 | by Sara Lopes

Did you know that many companies aren’t utilizing their LinkedIn Company Page to its fullest potential?

In fact, your Company Page on LinkedIn can become a huge source to drive leads and sales for your business. LinkedIn is the number one social media platform for B2B marketing. If you’re not taking advantage of this platform, you are missing a huge opportunity.

What is a LinkedIn Company Page?

Company pages on LinkedIn showcase your business to the platform’s professional network and beyond. On this page, you can give a basic overview about your business, details about products or services, share a peek into your team’s hard work behind the scenes, recent press releases, and much more.

Your Company Page also connects your employees in one place, showing who is working hard to help your company succeed. Additionally, jobs you’ve posted on LinkedIn will display in a tab on the side of your page.

Best Practices to Drive Leads From a LinkedIn Company Page

In order to optimize your LinkedIn Company Page to create leads and help your business grow, we recommend the following:

Share Links to White Papers and Other Downloadable Free Resources

One of the best practices you can utilize on your page is to regularly share helpful content that requires a reader to fill out a form to download. This way, you’re giving something valuable to help your readers in exchange for their contact information. Once they give you their information through the form, you now have a brand new lead.

Ask Employees to Share Posts

If your employees on LinkedIn share any updates that you post on your Company Page, your update will then gain access to an even larger network of potential leads. Your employees’ connections will have a chance to see your company’s update in their news feed, which is a huge opportunity to access leads outside of your company’s page following.

Did you know that there is a new feature that allows you to notify employees about new posts on your Company Page? Next time you share something, look closely at the bottom of your new update. There will be an option that you can click to send a notification to all of your employees on LinkedIn that you have shared a brand new update on your Company Page. Once your employees are notified, they can easily share it to their own personal page.

Note: Not all employees update their LinkedIn profile. Make sure that employees who are active on LinkedIn have the proper company and job title included in their current position.

Promote with LinkedIn Advertising

To boost your reach even more, you can set up paid LinkedIn campaigns to promote posts. To increase your chances of capturing new leads in your campaigns, we recommend promoting posts that lead to a form (similar to what we described earlier), or utilize LinkedIn’s built-in lead generating campaign form.

If you don’t currently have a free downloadable resource for your potential leads on your website to share, using LinkedIn’s lead generation campaign option can help do the work for you. Choosing this option as you set up your campaign is simple: under Objective, select Lead Generation. Your campaign will be displayed to leads that are more likely to fill out the form, and forms will be auto populated with the lead’s LinkedIn profile information.

For more information about B2B LinkedIn Advertising, read our previous blog.

Share Blogs that Promote Downloadable Resources

If you’re creating white papers and other free resources on your website, you should have blog posts that directly encourage readers to download them. These blog posts can also be shared and promoted on your LinkedIn Company pages.

Potential leads may need to read your blog that gives more background information about your free resource before feeling comfortable giving you their information. Sharing these blogs will help warm up your leads a bit more to what you have to offer, and promote a deeper understanding of how your business can help them.

Ask to Sign Up for Newsletter

Why not get straight to the point? Some of your followers on LinkedIn may want to continue the conversation outside of social media. If you’re consistently sharing valuable information, followers may want to receive this information directly in their inbox. Encourage followers to sign up for your newsletter and let them know what to expect when they become a subscriber. Will it be the same content you share on social media? Are there any special promotions or discounts that you send your email list? The more exclusive you make your newsletter sound compared to simply following your business on LinkedIn, the more likely someone will want to sign up and become a lead.

Use Insights for Follower Information

Did you know that your LinkedIn Company Page comes with its own analytics? While in the admin view of your page, select Analytics at the top. From here, you can choose to review analytics for page visitors, updates, and followers.

Visitors and followers will be the most important information if you want to discover who is paying attention to your company. At the bottom of the page, there is a section for demographics. This is where you’ll find important information about your followers.

Some of the data you can review includes:

  • Job function
  • Location
  • Seniority
  • Industry
  • Company Size

With this information, you can see if you’re attracting your target client, or if you need to rethink your marketing strategy to attract the right kind of leads to your page. Additionally, if you’re attracting multiple kinds of visitors and followers that you do want to target, you can see which demographics are most prominent and tailor your marketing campaigns to fit who’s already visiting your page.

Implementing even a few of the strategies can help increase your leads and create a stronger impact on LinkedIn for your business. If you’re not sure how to get started, contact our team. Our experts are more than happy to help.

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