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Time to Update Your LinkedIn Page? Best Practices to Build it Better

Kelly Caiazza
With consumer expectations ever evolving and competition escalating for clicks and conversions, you have to pull out all the stops when it comes to getting and keeping attention. This means ensuring your business’s LinkedIn page is up to date and has interactive content that not only keeps your audience coming back, but also makes them evangelists for your brand.
Compared to other social channels, 82% of B2B marketers realize their greatest success with LinkedIn.

Just because LinkedIn is geared toward a business audience, that doesn’t mean you should let it lie stagnant. It’s the window into your business that every day, thousands of other businesses are looking through to learn more about who you are, what you do, and how what you offer can benefit them.

So, when was the last time you updated your business’s LinkedIn page? Don’t worry if it’s been a while. We’re here to help you get started with 9 ways to breathe new life into your LinkedIn business page.

1. Spruce it up with a background photo

You can tell if your LinkedIn page hasn’t been updated in quite a while if you still have the gray/blue block at the top behind your profile picture. A background image is a great way to make your business stand out. Think of it as a business card, so you want to keep it simple and on-brand.
Marketing tip #1: Showing some personality in your background image is OK, but adding a vacation picture, a silly meme, or abstract image will distract your audience

2. Add a variety of content

Your audience is made up of diverse people who engage with different kinds of content. Make sure you include content that generates traffic, leads to reactions, increases the engagement of your page, and is easily shareable. Give them videos to watch, posts to thought-leadership pieces on your website, evergreen posts that show off your personality and humanness, and ask questions that start conversations. 

3. Give them the “why” to choose you

If your Company Description was pulled directly from your website, you need to come up with new material that speaks directly this audience. What solutions do you offer to solve your clients’ problems? Put your value to them first, then explain how you do it, and why. Don’t forget to include your contact details in the description to make it as easy as possible for them to reach out to you.
Marketing tip #2: Think about what your customers are looking for and make that stand out. Since Google uses the first couple lines of your description to identify your value, making it great can move you up in the search rankings.

4. Brag about your specialties

Similar to the Skills on your personal profile, Specialties give you the opportunity to include keywords that help those looking for a business like yours to find you. You can add up to 20 different specialties, but just make sure they are relevant to your company and that they truly are within your capabilities.
Companies with completed LinkedIn pages are more successful at achieving growth objectives.

5. Get your employees and happy clients involved

Your greatest company advocates are your employees and happy customers, but many aren’t as involved as they could be in your social strategy. Ask all your employees and customers with LinkedIn profiles to follow your company page. From there, specifically ask your employees to share any updates relevant to them with their network and include interactive questions, such as “Are you interested in …, then…”. “What do you think of this…?” Or “Does your company struggle with…?”
Marketing Tip #3: LinkedIn’s My Company tab helps you make the most of your online community and encourage employees to be part of online company conversations.

6. Tag relevant people and companies

By tagging those involved in your posts, you give your reach and engagement a boost. Simply add the @symbol before the company’s or person’s name (you can do this for multiple people too). They’ll see the update and respond by tagging you back.

7. Include your CTA where they can see it

Since messages are collapsed, you need to make the main point of your message and your call to action (CTA) prevalent even before readers open your full message. This leads to better conversion.

8. Ask your happy customers to leave a review

The best advocates are those who have had the experience of working with you. Incentivize your customers to leave an honest review and offer to do the same for their business.
Companies that post weekly on LinkedIn experience double the engagement with their content.

9. Post regular updates

To stay relevant, you need to post consistently at least 2 times a week. Target your posts to your specific audience. Include a variety of content types and use both time-sensitive and evergreen content. This lets your audience know you’re engaged with your business and why they should be too.

Make your page stand out with some help

IMS360 can help you make the most of your company’s LinkedIn page with:
  • Branded imagery
  • Messaging for a Company Description
  • Organic social posts to expand your reach
  • Supporting social content
  • Social media management
  • Paid ads to elevate your presence and influence
Ask us how we can help you build a better LinkedIn page. Connect with us below.
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