6 Quick Tips for Your Company Page to Increase Engagement

Posted by Matthew Croghan in B2B Lead Generation & Sales Insights, LinkedIn Marketing Insights

So… you have a LinkedIn Company Page… you have a good following… but your engagement is lacking….

A company page can build your brand awareness, establish you as a thought leader, engage your employees and prospects, and promote content that drives high-quality leads.

We’ve compiled some quick tips that we’ve found to increase engagement on a LinkedIn company page.

Make sure your company page is filled out completely.

We can take some tips from our previous blog post, Top 10 LinkedIn Profile Mistakes as a starting point, but that is more geared towards your personal profile.

So where should you focus for your company page?

  • Fill out ALL contact Information
    If someone can’t locate your contact information to get in touch with you, that is a problem!
  • Address the pain points of your audience
    Call out your target audience and let them know the unique problems you solve for them. But don’t stop there. You want to let them know why YOU are the best choice. Speak to your differentiators. And let them know what makes your different or unique?
  • Include a solid CTA (Call-to-Action)
    Whether you want people to call, email, or attend your upcoming webinar, provide them a clear and obvious call-to-action. Stick with one clear CTA that will be most enticing next-step in the relationship.  Don’t overthink it though.  For most companies a CTA that pushes prospects to your website is a great next step.

Share content effectively on your page.

Content sharing and company updates are a great way to utilize your Company Page effectively.

Virtually all the best brands use LinkedIn Company Pages to highlight their best attributes.

This is to ensure you’re sharing content that will emphasize your position as an industry leader and stay top of mind.

However, we’ve found that the key is to keep it “short and sweet” and DIRECT.

You only have a few seconds to entice your followers to click on an update.  So you can’t be shy, and being as direct as possible will allow your audience to know exactly what’s in it for them.

But, don’t overdo it.

When are the best times to post and how often should you post?

According to LinkedIn, the best times to post are the core weekdays (Tuesday, Wednesday and Thursday).  With the most likes, clicks and shares being executed on Tuesday from 10am-11am.

And we don’t disagree much.

Since LinkedIn is more of a professional platform, we find by-and-large that the work hours Monday through Friday get the most engagement across the platform – whether that is in regards to company pages, individual messaging campaigns and even our advertisements.

But, we also recommend you take time to experiment with different times throughout the week.  Your audience could be most active in the evenings on the weekends, rather than the generic 9-5 work crowd – find what works for you.

Also don’t forget, test different headlines and certain types of content with anything you post.  All of these are factors that affect engagement with your audience.

“But I’m just starting out, how often should I post?”

We recommend to start with a few times per week to test out different scenarios.

The key is to find the sweet spot.

As you can see above from our recent company page analytics – generally speaking our audience takes less social action (likes, comments, shares) between Friday to Monday.

But that doesn’t mean we are dogmatic about that and ONLY post Tuesday – Thursday. As you can see April 29th (a Sunday was one of our highest ranking days in terms of our ‘Social Engagement %.’

That means the percent of viewers who took a social action.

So don’t feel you need to only post at one time or one day a week.

Content sharing is a top-of-mind approach meaning that the more valuable content you post through the weeks and months, the better results you’ll see long-term.

Have ONE person on your team be the company page watchdog.

This is two-fold.

It keeps your page updated, fresh and managed consistently and also helps you maintain an active presence.

And it also doesn’t leave too many “cooks in the kitchen”.

This person doesn’t have to dedicate a bunch of time (depending on how active you’re posting), but they do need to check in a few times a week and respond to comments or messages. This can really improve and streamline the relationships your company is building with your audience.

Have an editorial calendar that has your content planned out.

It’s important to know what is going to be coming down the pipeline.

It helps you or your team effectively generate content that will be beneficial around important dates and events in the future.

However, don’t be tied to just 9-5, Monday through Friday.  Be able to react quickly to current events in your industry or your company’s social profile.

It might include an hour or so on Saturday or Sunday to get your content out in a timely manner, but it could pay huge dividends by helping you position yourself as an authority in your market.

Consider sponsoring your best content.

We don’t recommend sponsoring general content unless you’re willing and able to spend JUST for brand awareness.

If you’re looking to drive leads through LinkedIn ads, you’d be better served to promote a lead magnet (i.e. a webinar, e-book, case study).

But remember, a Company Page is only one piece to the puzzle.

If you want sustainable leads and opportunities with your ideal prospects then we recommend our free Advanced LinkedIn Masterclass (completely free!).

An advanced masterclass on a practical system for generating quality referrals and high ticket sales appointments from LinkedIn... without spending a dime on ads

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