LinkedIn has been one of the most successful professional networks on the World Wide Web for several years. The social network already has over 500 million users worldwide, around 160 million members in Europe, and around 14 million users are already active in the roof region (Germany, Austria, and Switzerland) alone. LinkedIn is not only networked professionally – the platform also offers many ways to present your own company well and share important content. In this article, we want to tell you why a professional company appearance on LinkedIn is worthwhile and how you successfully communicate with your company page.
What is LinkedIn?
LinkedIn is a social media channel that, in contrast to Facebook, Twitter and Instagram, focuses on linking professional contacts. So here is clearly your career and your professional network, which is why you will not find any private contributions from other users. This delimitation to Facebook, Instagram, and Co. is so important because you have the chance of communicating with companies, potential employers, and participants or partners. Seriosity and professionalism are very important here.
Regardless of the content, LinkedIn works as well as most other social networks. Here, too, posts can be posted, shared, liked, and remarked on. Each user can create a profile, reveal the most important data about himself and his professional career as well as listing his qualifications and interests. External websites can be entered, groups created, and followed by each other. Since the focus here is on the members of the members, users can also upload their curriculum vitae directly and their preferred job ideas are expressed in the general profile settings.
The right membership for your company
In principle, LinkedIn is free of charge in the basic variant. But depending on how many functions you want to use, you have to choose a paid account. There are premium memberships that offer you different added values. It is therefore worth considering what you want to achieve with LinkedIn.
- Do you want to use recruiting tools?
- Are you primarily in the foreground leads and customer acquisition?
- Or are you concerned with industry insights and the primary structure of your business?
Therefore, take a close look at all possible premium memberships beforehand, so that you can then find the right one for yourself.
These are the relevant target groups
Who do I ever reach via LinkedIn? What are my target groups here? These are important questions because these depend significantly on whether a brand appearance is worthwhile for you. First and foremost, you will find the following target groups on LinkedIn:
- People looking for a new job
- Companies that are in the same industry
- Fach experts such as bloggers, journalists, or leadership experts from other companies
- Self -employed, freelancers and coaches
- Generally B2B and B2C companies
LinkedIn for companies: What is the benefit?
Just as you can create a private profile, LinkedIn also enables company profiles. A company profile can not only start recruiting processes but also increase the brand awareness of your own company. In addition, customers can be informed about new products, services, and offers, share industry news, but also generate leads. That is why LinkedIn is so interesting for companies.
To be successful here, you should build your company profile professionally and structure. This includes not only a complete and appealing profile but also networking with partners, customers, and above all employees. Like other social networks, LinkedIn also lives from the interaction between users. So you should also promote them and actively seek the exchange.
So you create a profile on LinkedIn for companies
So that you can finally start, you have to create a profile first. So that nothing important is escaping here, we explain the individual steps.
- In the first step, you have to click on the “Create corporate side” button on the homepage. If it is not visible directly, you have to look for the button in the upper right corner.
- In the second step, LinkedIn wants to know from you how big your company is. Here you can differentiate between medium-sized companies, medium and large companies, or educational institutions. As the fourth option, the platform offers you the opportunity to create a focus page. This is an extended company page for your previous profile, which is why you already have to have a finished company profile here.
- Next, you will enter the necessary information for your company. This information is then in your profile and is publicly visible to everyone. Among other things, you will be asked about your username, your industry, and your website. If you then add a company logo and write a short description of your company, you have a comprehensive profile.
- After confirming that you are also entitled to create this page on behalf of the company, you only need to click on the “Create the page” button. Your company page on LinkedIn is already finished.
7 tips for your content strategy
In order to make your profile attractive to users, you have to regularly publish good content. But which content works particularly well here? And what do high-quality and professional contributions have to look like? So that we can get these questions out of the way, we have formulated seven tips for effective content strategies.
Before you really start, you should build a high-quality network. Network with industry experts, partner companies, and other companies to which your content fits thematically. Bloggers, journalists and simply interested people also upgrade your network. Because the more people follow you who do not correspond to your target group, the more losing lose. With a network that is really interested in contributions by you, you can also get into a dialogue much better. A productive exchange can be done here, which means that your content can also be shared more often.
Optimized contributions with added value
The more you know about your network, the better you can also align your contributions to the interests. Because the LinkedIn algorithm evaluates and orders the contributions, especially according to their relevance to the users. And for this, the platform in turn is based on the user’s network and the given interests on its profile. Therefore, you should always consider: Each contribution must have added value for the user and be aimed at their demand.
So that your post is really viewed and clicked, you should also make it appealing. As is known, pictures and videos work much better than mere text articles. To see that your contributions are not only prepared with boring stock images, but with attractive pictures that arouse interest and let the user “stop” when the news feeds. Videos or moving pictures in particular attract attention and let your followers linger on your post for longer. So try to create high-quality video material. There are some software and apps with which you can generally make your contributions more attractive.
Activity on the profile is particularly important, which is why you should publish content regularly. There is no formula for the perfect frequency here. If you publish too little, your profile can literally “dust” and hardly anyone will react to your contributions. In contrast, however, you shouldn’t overdo it and fill your network with news and contributions. But once a day you can post something to have new and fresh content on your profile again and again.
Employees as multipliers
No matter how big your company is – try to motivate your employees to network with your company profile. You can act as multipliers and brand ambassadors. If you also react to your contributions, this strengthens trust and can promote discussions. If your employees also share corporate contributions, they are shown to a larger audience.
On LinkedIn, your employees can specify you and your company as an employer and also their respective position in the company. So your company side gets a link to the respective user sides and may encourage friends or acquaintances of your employees on your site.
As you can find on Facebook, this is also possible on LinkedIn. You can integrate this group in which interested parties and specialists can exchange ideas on your company page. You can also join an existing group as a company.
LinkedIn even shows you, suitable groups, in which you can share your specialist knowledge with other users. Use this opportunity to be perceived as an active, agile, and modern company and convinced as an industry expert.
Design the focus page
As already mentioned, you can create focus pages. These are also called Showcase Pages and have to highlight the function of certain topics or areas of your company. If users are primarily interested in a certain area, you get separate information on the focus page.
Here you can create special articles on these subthade and respond much more specifically to products or services. If you have several topics, you can also create up to ten focus pages at the same time. But also note here: the page should be used regularly with high-quality content.
LinkedIn Ads use for your company
You can also use ADS, i.e. advertisements, on LinkedIn to increase your reach. Here, however, a distinction is made between different display types, which depend on what you want to advertise and with what effect. Here are the most important display types at a glance.
The sponsored content is basically advertised LinkedIn posts. Here you can choose between the display format single image ads, video ads, and carousel ads.
Direct sponsored content
In contrast to the sponsored content, the Direct Sponsored Content is not displayed as an update on your company side or focus page before it appears as an advertisement. Nevertheless, it looks like a normal LinkedIn post. So you can cut the display to a specific target group and test different versions without seeing this in your own company.
At the Message ADS, advertising messages are sent directly to the mailboxes of LinkedIn users. According to LinkedIn, this should lead to more conversion than would be the case with emails. The disadvantage here is that the users can unsubscribe from the Message Ads.
The text ads appear on the right side of the LinkedIn feed on the desktop version. These contain a short heading, an advertising text, and a small square picture.
These advertisements also appear on the right side of the screen on LinkedIn and thus look very similar to the text ads. The difference here is that each display is personalized and automatically adapted to the viewer’s profile.
LinkedIn Audience Network
With the LinkedIn Audience Network, it is possible to address the desired target group on thousands of partner apps and websites with sponsored content.
LinkedIn for companies: Is the effort worth it?
Ultimately, LinkedIn is only worthwhile for companies that also want to achieve their target group. If you know from the start that you can not address any partners or customers with contributions, it makes little sense to you. But if you know that you can reach your target group via social networks and also via LinkedIn, it is worth it in any case.
You can not only improve a call with LinkedIn and set yourself up as an expert but also generate valuable leads and customers. However, you should be aware that you also have to invest a certain working time in creating good content. Whether yourself or about employees – see that your channel is regularly cared for and also reacts to questions or comments.
Common questions (FAQ) about LinkedIn for companies
What is LinkedIn?
LinkedIn is a social media channel that, in contrast to Facebook, Twitter and Instagram, focuses on linking professional contacts. So here is clearly your career and your professional network.
What is the relevant target group on LinkedIn here?
– People who are looking for a new job
– Companies that are in the same industry
– Fach experts such as bloggers, journalists, or leadership experts from other companies
– self -employed, freelancers, and coaches
– Generally B2B and B2C companies
Is LinkedIn free?
In principle, LinkedIn is free of charge in the basic variant. But depending on how many functions you want to use, you have to choose a paid account. There are premium memberships that offer you different added values.