If your B2B business has a LinkedIn Company page, you need to be proactive about giving it a visibility boost. Otherwise, what’s the point?
A key stat to inspire you: the network’s users that are 50 percent more likely to buy from a company they engage with on LinkedIn. A Company Page optimized to appeal to your potential client could help your B2B business with a lot more than just website traffic.
Let’s take a closer look at a few more LinkedIn stats to see how you can improve your Company Page and get in on the action.
Just over half of companies have an LI page
A few years ago LinkedIn reported there were more than 3 million Company pages on their site, however Forbes found that only 57 percent of companies they surveyed have one. That means there’s an opportunity on the platform as there’s not much “noise” out there (unlike on other social media platforms, where it can be difficult to get your message heard.)
The first step is to establish a LinkedIn presence. LinkedIn suggests you “craft a compelling story” on your Company Page, use lots of valuable keywords, and showcase your products and services.
Then it’s time to explore the other features available to you and expand your audience, which aren’t used by a lot of marketers:
65 percent of executives visit marketer’s websites after watching a video
Online video is growing every day; in fact, it now accounts for 50 percent of all mobile traffic. Executives are watching more video too, telling Forbes they watch work-related videos on business websites at least once a week. Videos on your Company Page is another way to attract attention and engage with your audience on LinkedIn.
What kind of videos to use
- Event videos: Event videos are more trustworthy than anything you can script because they contain the best parts of your B2B company, products, customers, and culture. Think of them as testimonials instead of sales ads.
- Interview videos: Highlight your relationship with industry experts or showcase your thought leadership with employee interviews.
What this means for you: Embedding videos on your Company Page (or even linking to a YouTube video) can earn you higher amplification actions (likes, shares, and comments) for the video, and a 75 percent higher share rate.
277 percent higher conversions on social media
After surveying over 5,000 businesses, HubSpot found that traffic from LinkedIn generated a 2.74 percent visitor-to-lead conversion rate, higher than Twitter or Facebook. That’s 277 percent more than the other social media channels combined, an unheard-of stat in marketing.
What this means for you: Because the audience on LinkedIn is more targeted and qualified for your B2B business, it’s easier to convert them. Post updates, videos, showcase pages, product information, employee Q&As. Get your content up, and be as active as possible.
Power words drive higher engagement numbers
Various LinkedIn studies found that particular words lead to higher engagement and amplification of content, which can be a great way to drive traffic to your Company Page.
- One study showed that company updates with at least 1,000 impressions almost always included the words “top” and the number 3, 5, 10, 25, 30, 50, or 100. These posts got 40 percent more amplification.
- Another study found that updates with links in them got up to 45 percent higher follower engagement than updates without.
- Yet another report revealed that status updates that pose questions receive almost 50 percent more comments.
Here HootSuite asks their followers a question on their page
What this means for you: Use power words and phrases in your Company Page to drive engagement with your audience and encourage them to follow you.
Employees are 70 percent more likely to engage with Company Pages
When your employees engage with your page and updates, it expands your reach to their network, exposing your Company Page to a new audience. Include and encourage your whole team to take advantage of that expansion. After all, almost half are spending up to two hours per week on LinkedIn, so why not snag a bit of that time for your B2B business?
What this means for you: Draft a company-wide social media policy and guideline document that encompasses both the updates employees may make on their personal accounts, but also how they can participate in the company’s social media strategy. Be sure to highlight what ROI the company can enjoy with higher LinkedIn usage.
Don’t be on the outside looking LinkedIn
As you can see, having a LinkedIn Company Page can give your B2B business a boost, helping it to grow and expand. Use it in parallel to your other marketing campaigns, helping to convert visitors into leads and then customers more easily, or deepening the engagement between you and your audience.
Now it’s your turn: do you have a LinkedIn Company Page? If so, share it in the comments so we can take a look.
Photo via MentalFloss.com
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