LinkedIn is a professional network companies use to recruit, and it is also a place to sell, connect, and learn from people in the same field. From our base in Pittsburgh, we come to your workplace and film there. The tools work for large and small companies, and for both consumer and business buyers. Used with some care, a company page can build credibility and a network that is actually useful.
Share posts with rich media
Posts with video and photos tend to travel better on social platforms, and LinkedIn is the same. Image posts draw more comments than posts with no image. A short custom collage of a few photos tends to do better for pages. SlideShare presentations, PowerPoint files, and PDFs can ride along with the post.
Video tends to earn more engagement than other formats on the platform. It can auto-play as someone scrolls, which helps it get noticed. Video hosted on LinkedIn is favored by the algorithm. Add closed captions for people who watch with the sound off and for viewers who are hard of hearing. Every video on the page also appears in a videos tab.
Write posts for reach
LinkedIn rates a post on how likely people are to engage, how relevant it is to their interests, and personal connections. Aim the post at people who will care.
A few habits make that more likely:
- Share something relevant and timely.
- Use video or photos so the post can stop a scroll.
- Keep the copy short. When it has to be longer, use bullets or paragraph breaks.
- Pull out the key quotes, points, and figures.
- Include a simple call to action.
- Name the audience you want, in plain language.
- Tag the people or pages that belong in the conversation.
- Ask a question if you want a reply.
- Use a poll when you want engagement or feedback.
- Add two or three relevant hashtags, and keep them simple.
- Write a strong headline on articles.
- Reply to comments quickly so the conversation continues.
Post on a rhythm, and pick the day with care
Regular posting is what builds an audience that stays. Companies that post monthly tend to grow followers faster than companies that post only a few times a year. Weekly posting is tied to stronger engagement, and a daily post can grow the following further. Frequency still needs a sensible time. The day of the week matters too: Wednesdays are often strongest for business-to-business, and Mondays and Wednesdays for business-to-consumer.
Go live
Live video draws more attention than ordinary video or still images. Companies use it for webinars, interviews, fireside chats, and virtual events. The format lets you answer comments and questions in the moment. Promote the session before you go live, including on other social platforms, so people know to show up.
Launch a showcase page
A showcase page can lift a specific initiative or gather a specific community. Members can follow that page on its own. Some companies run several of them, one for a product line or a community. Adobe is a public example, with showcase pages for different products and communities.
Learn from the analytics
Check analytics on a regular schedule and let it shape the calendar. Look at which topics people engage with, what prompted an action, and what fell flat. The dashboard also shows how people find the page and which sections they use. Compare views across tabs. If you have a showcase page, watch how much traction it gathers. Visitor demographics tell you who is drawn to the company.
The Companies to Track table is how you compare your page with competitors: where you rank on new followers or total followers, how many updates each page posts in a period, and the overall engagement rate.
Target the right audience
Organic targeting on posts is one of the more useful tools. Page admins can aim a post using profile details such as organization size, job, industry, seniority, language, and geography.
LinkedIn is a professional room for credibility, a meaningful network, and ideas from specialists in your field. Use it to make the product known to people who might care, and use other social platforms when you need the word to travel further.
If LinkedIn is where your buyers spend time, we can fold it into social media marketing.
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Where to go from here
We are a Pittsburgh production studio, and we come to you. If you want to keep going, start with the work, a call, or the free brand audit.