Have you heard about the marketing potential that LinkedIn has to offer, but can’t seem to get your small business noticed in the sea of competitors? If so, it’s time to take some tips from the best. Check out the companies that have mastered the art of audience influence, and learn how you can implement their techniques into your own company’s LinkedIn page.
1. Commonwealth Bank
Commonwealth Bank was one of the top ten LinkedIn pages of 2013, despite having fewer than 140,000 followers. How’d they get on the list? This LinkedIn page has tons of traffic, and the subscribers Commonwealth Bank does have interact with their content on a regular basis.
Commonwealth Bank prompts this interaction by headlining much of their content with thought-provoking questions that encourage readers to share their views. By asking them to share their opinions this company allows their subscribers to feel more connected to the brand.
Your audience wants to know that you care about what they have to say. Try titling your content with questions that incite conversation, and become part of that conversation once it begins.
2. Nissan Motors Corporation
More than 330,000 professionals follow Nissan on LinkedIn, and the company’s Chief Digital Officer attributes that popularity to LinkedIn sponsored updates. Sponsored updates allow you to target LinkedIn users who might be interested in your brand but haven’t yet followed your company page to subscribe to your content.
The next time that you have a really great piece of content, sponsor it—you really will see results. Click on the “Sponsor Update” button below any post on your company page, and then follow the prompts to select the demographics you want to target. You decide whether you pay per click or per view, and you set your total budget for the campaign.
Submit your information, and your content will begin showing up in the organic LinkedIn feeds of people that match your target but don’t yet subscribe to your page.
With over 375,000 followers and loads of audience interaction, there’s no denying that Verizon knows how to manage their LinkedIn company page. And one thing that stands out when you view this page is Verizon’s focus on their work culture.
Right now, you’ll find a write-up about Verizon providing adoption assistance to loving families, as well a link to their company’s employee benefits page and plenty of images of the company’s facilities and staff. By showing readers what Verizon supports and what it’s like to work for them, the company becomes more relatable, and their brand becomes more recognizable. Furthermore, Verizon’s transparency increases their odds of attracting talented employees who share the company’s values.
Don’t leave your audience guessing whether you’re running your business out of a giant warehouse or a hole in the wall. Post images that show life at the office and content that highlights your business culture and beliefs.
4. The New York Times
Back in 2012, The New York Times created an amazing interactive experience called “Snow Fall: The Avalanche at Tunnel Creek.” In this piece, the publication carefully weaved text, photos, and videos together into an interactive story, and then The New York Times shared links to that story on all major social media sites. The piece was a hit, accruing 3.5 million page views, with at least a quarter of those views coming from new visitors.
It took a great amount of time and creative genius to create “Snow Fall,” and with the quantity of content that The New York Times must produce, it cannot complete projects of this scale on a regular basis. However, the company learned from this experience that their audience craves diversity, so they began posting both short and long articles, videos, images, graphs, and charts to satisfy the 700,000 visitors on their LinkedIn company page.
Not everybody likes to get their information in written form. If you’re only posting text on your company page, step things up. Post a mix of industry news, articles, and relevant visual content to draw a bigger audience.
Mashable was one of the top ten most influential brands on LinkedIn in 2014. To what do they owe their success? Their content. Mashable feeds their audience an endless supply of useful and interesting information, bit by readable bit.
Visit Mashable’s company page, and you’ll see that the company posts every few hours. Most of these posts include lists and how-to pieces that get right to the point and are broken into tidy, easy-to-read chunks.
When you have a lot of information to present to your readers, break it up into small, clearly defined sections. Doing so makes your piece easier to follow and, thus, more valuable to your subscribers.
It wasn’t modesty that won Hays over one million professional followers on their LinkedIn company page. They’re the single most popular recruiting agency on LinkedIn, and they make sure visitors know this by flaunting that bit of information front and center—right in their banner ad.
What’s special about your business? Do you run the busiest coffee shop in your town? Have you sold a piece of artwork to a celebrity? Perhaps you hold the unofficial world record for fastest dog groomer. Find one thing that makes your business different than the rest and consider broadcasting it in your banner ad.
The Oracle LinkedIn company page has over one million followers, and it’s easy to see why. With a wide selection of showcase pages to choose from, their audience can easily find a community specially tailored to their interests and needs.
Showcase pages allow companies to highlight specific brands or initiatives that generate long-term interest. LinkedIn users can update and see separate analytics for each page .
If your company has a product or service that is especially popular, and if you think it will remain popular for a long time, create a showcase page for it. Update this page with only content that directly relates to the showcased product or service.
With over two million LinkedIn followers, Microsoft has proven that they know how to get (and keep) attention on social media. When Microsoft has an important or intriguing update, they pin it to the very top of their updates section where readers will absolutely see it.
How can you do the same for your company page? When you’ve found a glowing piece of content or your business is having a great sale, pin that information to the top of your updates page. This way, your audience will see it no matter what time of day they visit.
If you want your business to become more influential on LinkedIn, take some hints from the companies that do LinkedIn best. Try some of these tactics to draw targeted subscribers to your company page and keep them there.