How You Can Handle a B2B LinkedIn Company Page
Managing a LinkedIn company page differs significantly from handling a personal profile. While gaining followers on your personal page may come easily, the dynamics shift when it comes to a company page.
Reading the analytics can also feel like a challenge. LinkedIn analytics doesn’t provide extensive insights upfront; it only gives you an outline. To maximize its value, you need to curate your ideas based on this data.
So, let’s explore how you can enhance your company page and the strategies you can implement.
Table of Contents
The idea
Coming up with ideas for your company page can be tough. As people often say, focus on your Unique Selling Propositions (USPs) and the problems your customers face—don’t just highlight your features!
Customers want to know how your product can help solve their issues, so that should be your main focus.
Tip 1: Write down your USPs and the problems your customers have, then create interesting posts around them.
The Content
When I talk about “content,” I mean the copy you write above your posts. Is this copy really important? The answer isn’t straightforward. For video posts, the copy may not be as significant, but for formats like carousels or posters, it becomes more critical. However, this can vary.
Here’s a real story: a well-known company with over 15,000 followers posted a successful carousel. After five months, they A/B tested it by reposting it with an entirely different copy that had no connection to the carousel content. Surprisingly, the new version received even more likes and comments than the original!
There’s a chance that the look and the content of your poster or carousel can be more important than the copy. While getting this right may take time, crafting your copy is often easier.
So, how can you craft an engaging copy that grabs your audience’s attention?
Let’s See Some Tips:
Tip 1: Get That Hook Right
Did you know that LinkedIn counts an impression if your content is on someone’s screen for just 0.3 seconds? You might get a lot of impressions, but that doesn’t mean people actually read your post—they may have just glanced at it.
To get them to stop scrolling and read, you need a strong hook. For example, if you’re writing about an employee, you could start with:
“Spotlight on Our Front-End Developer.”
Or try this:
“If you step into our office and hear someone sing their heart out while coding, you’re listening to our front-end developer.”
The second option is more personal and likely to catch attention, so always include a strong hook.
Tip 2: Placing the Copy
You can write long, beautiful paragraphs, but are they engaging? Compare these two examples:
- “Creating their own profiles that bookmark their current hotel choices and allow them to curate ‘Collections’ of stays and activities by location too. Not only is it an opportunity to share what they love and promote their own brand and socials, but it’s a paid gig too.”
- “Creating their own profiles that bookmark their current hotel choices and allow them to curate ‘Collections’ of stays and activities by location too. Not only is it an opportunity to share what they love and promote their own brand and socials, but it’s a paid gig too.”
Which one is easier to read? Most likely, the second one. The spacing and paragraph length make a big difference!
Tip 3: Adding Emojis
Using emojis is perfectly fine! They can help make your content feel more personal and express emotions. Feel free to use them on your company’s LinkedIn page, but do it carefully. Since you’re representing a company, keep a professional tone and choose emojis that support your message without overwhelming it.
Understanding Analytics
Reading LinkedIn analytics is important for a business page. The main challenge is that LinkedIn doesn’t provide direct answers; you need to analyze the data yourself. You might find tools for this, but let’s focus on what you can do without spending a lot of money.
Tip 1: Timing Matters
LinkedIn doesn’t tell you the best times to post, but it’s important to know when to share your content. Start with trial and error: keep track of when you post and compare it to how many impressions you get. You’ll find out which times work best for you.
Tip 2: Choosing the Right Day
Tip 3: Post Types Matter
Bonus Tip: The Newsletter
The Invitation
Tip 1: If you send out 20 invitations and now have 230 left, don’t waste time on people who don’t respond. You can withdraw invitations to get your quota back. For example, if you withdraw 10 invitations, your credits will increase to 240 (230 + 10 withdrawn invitations). Use this feature wisely to reach more potential followers effectively.
Conclusion
Managing a B2B LinkedIn company page requires a strategic approach that balances engaging content, thoughtful copy, and insightful analytics.
By focusing on your unique selling points, addressing customer pain points, and utilizing effective copywriting techniques, you can create posts that resonate with your audience. Remember to analyze your data to understand what works best and to leverage LinkedIn’s features effectively.
With time and practice, you can enhance your company’s presence on LinkedIn and foster meaningful connections with your audience.