Buffer – Master The LinkedIn Company Page: 12 New Data-Backed Tips To Max Out Yours
by techmarketllc on February 18, 2015
February 18, 2015
By Courtnery Seiter
When it comes to social media, lately I’ve been surprising myself by how often I’m turning to LinkedIn. With the addition of LinkedIn Publishing, there seems to be more awesome content on the business social network than ever before.
And I don’t think I’m alone. LinkedIn has more than 347 million users across more than 200 countries and territories worldwide.
In fact, Forbes reported that company page usage jumped from 24% to 57% in 2014—which means a growing but still relatively small number of companies are reaping benefits here.
“It is crazy to not create and use a LinkedIn company page,” LinkedIn consultant and expert Wayne Breitbarth says in the Forbes article, calling it “free money” for small- to mid-size companies. (And a big win for search engine optimization, since Google crawls LinkedIn company pages and generally returns then in the first few page results).
A look at the Company Page features marketers are using most shows similar opportunity in terms of taking advantage of all the functionality LinkedIn provides:
What it means: If you haven’t create a page for your brand yet, it might be a great time to set one up and begin to experiment with all the options there.
2. LinkedIn generates social media’s highest lead conversion rate
LinkedIn’s conversion rate also outranked social media as a channel overall—meaning that of all the traffic to these business’ websites via social media, .98% of that traffic converted into leads, compared to LinkedIn’s 2.74%.
What it means: While LinkedIn may not drive the most engagement on social media (see below), it does seem to drive targeted and qualified traffic interested in doing business.
3. Company Page updates see an average engagement rate of .054%
LinkedIn has shared in the past that the Company page updates getting “the most action” are company branding updates such as inside looks and interviews, followed by job postings, tip and fun facts.
Beyond those overall content categories, there are also some cool and really specific ways to up your engagement rates a bit. Here are the 6 best data-backed tips I was able to unearth.
1. “Top content” numbered lists get shared more
A LinkedIn study of company updates with at least 1,000 impressions showed that updates that included the words “top” and the numbers 3, 5, 10, 25, 30, 50, or 100 got almost 40 percent more amplification.