How to Launch a LinkedIn Company Page and Marketing Campaign.
How Companies use Linkedin Company Page to win new business:
With over 160 million members, Linkedin Company Page is a powerful way for business professionals to connect with companies, receive the latest updates and industry news, research product and service offerings, and learn more about available job opportunities. Although it appears that LinkedIn Company Page are designed to help big brands and corporations to become more connected with potential candidates, employees, and prospects, small businesses and professional services that get creative about their company status updates and commit to being active with their company pages can also benefit from increased engagement with industry peers, prospective customers, strategic allies and potential new hires.
Today come out a brand new feature. Starting today, LinkedIn users can now target Company Page status updates to select audiences. This feature is open to the 2 million companies that currently have LinkedIn Company pages. If you haven’t set yours up yet with company page its time for you to consider. So what can you do to get started today?
Setting up Whole Business Package including LinkedIn Company Page is best tactic.
Build Linkedin Company Page Presence and Marketing campaigns by following the steps:
Maximize the real estate of individual employees and company pages
It’s really important to have complete profile pages for executive management, as well as any outward facing employees (such as sales). The more information that can be included, such as past histories, a powerful headline and summary, recommendations, and more helps demonstrate that the leaders of your firm are qualified, trustworthy, and at the top of your field. Spend some time defining what qualities it’s important for the company, as well as each individual to convey and stress those points. Consider a group critique session to look at ways to improve individual profiles.
Your company page is essential on LinkedIn and should include a compelling description of what you do. Ensure that all key employees are linked to the page, so that it’s easy to follow the trail. Connect your blog to your company page, so that your latest thought leadership can be seen there. Finally, utilize features such as the Product and Service Spotlight Function to highlight your individual offerings.
On both your company and personal pages, ensure that your target keywords have been used sufficiently for you to rise to the top of the search for your target keywords – in other words, make sure you have good SEO. Ensuring that these foundational pieces are in place will set you up for a better return on investment of other efforts down the line.
Build your expert status – strategically join right groups
Spend some time identifying the top groups in your field, and join them. Observe and get a feel for the kinds of conversations that work well there. Then begin to jump in where you can really offer value and capture people’s interest. Another great place to contribute is the Q&A section. The idea here is to build name recognition, without obvious pitching or blatant self-promotion.
Many of these groups have populations that are very active or have been part of the community for a long time. Ensure that you understand the group’s internal ecosystem, that you focus on creating (versus extracting) value, and that you show up often enough to build recognition. Other ways to use these groups effectively including asking really smart questions, and sharing content that you think would be of interest to the community. When sharing content, think selectively of articles in big publications and high value white papers, rather than every single blog post that you write.
Consider Paid Options
LinkedIn offers a paid advertising platform that allows you to create short, targeted ads that link back to personal profile and Linkedin Company Page. You can select the creative, including images and headlines. You can narrow the selection of who will see it by keywords, titles, geographies, and more. This can be an effective way to increase awareness of your company, once you’ve established a solid presence as discussed in points 1 and 2, and extend the reach of your efforts on LinkedIn beyond your own network.
Setting up LinkedIn campaign
First of all, you need to access LinkedIn Ads page and create a new campaign.
1. Set up a name for your campaign. If you run multiple ads, it’s recommended to use distinctive names for each campaign.
2. Choose the desired landing page. This is where you want the user to go to. Always use a dedicated landing page for your campaigns. This will give you a lot better conversion rate. You can use as lending page your Linkedin Company Page or your Website.
3. Add an appropriate headline for your ad. Clear and distinctive. You are limited by 25 characters (that’s including spaces). This is where you grab the attention of your target audience. So, make sure headline is truly relevant for them.
4. Enter the body copy of your ad. This is where you tell them why they need to click. Body copy should feature a strong call-to-action. You are limited by 75 characters including spaces, make them count.
5. Add a picture. LinkedIn recommends 50×50 pixel thumbnails and it will format all larger pictures to fit the size. Make the text and image easy to read.
6. Add a new variation of the same ad campaign. I highly recommend making more than one variations and keep them rotating to test which ones work better than the rest. Throw out the ones that are not working and create new ones. Details to play around with: picture, headline, copywriting text, different call-to-actions (eg “buy” vs “purchase”). In the long term, running multiple variations will help you reach lower CPC and increase your CTR percentage.
7. Well done! You can now continue to the next step.
1. Target by location. This is a must with LinkedIn. You can choose multiple locations but I recommend creating a new variation for each geographic location in order to see where your ads are working better and where they are failing. This information can be used to tweak your ad campaigns.
2. Specific targeting. Users can target companies, by job titles, groups, gender and age. Where exactly is your target audience? Do they tend to belong to the same groups (such as online marketing, internet marketing, e-marketing, etc) or maybe you want to target them by job titles? You can segment your target audience by job titles.
3. Target via external LinkedIn Audience Network. LinkedIn has a network of partner networks where the ads can be displayed. You can find more detailed information here.
Setting a campaign budget
1. Choose a payment method. It is highly recommended to use PPC (Price per click) method. As the name suggests, you payfor clicks and not the amount the ad has been displayed.
2. Set a bid price. This is what you’ll be bidding against other campaigns targeting the same terms (location, occupation, age, gender, groups, companies) as you. I suggest starting out low and test if the targeted specifics have a lot of competition. More competition for certain terms means higher bids.
3. Set your daily budget. This is for your budget for the day. If you’re new, I recommend starting low and test the waters.
4. Choose your campaign dates. You can keep the ads running continuously and pause at any given time or you can choose a specific end date.
5. Enter the end date.
6. Submit your ad. Don’t forget that you still need to enter your billing information.
Ad campaigns require continuous work and testing. You are never completely done with them. Keep testing and improving your Click-Through-Rates! I also suggest reading LinkedIn Ads guidelines.
Enjoy building your connections and business opportunities!
For most businesses, its a struggle to dedicate any time to develop their online presence, at BettiBlue Media Management we could help you do exactly that and develop new business leads!
We’re committed to empowering you in marketing your business online. We know how confusing and overwhelming it can get. Between using technology, engaging customers on social media, getting found on search engines, building your list, making sales and planning for your next big thing, we know you want to allocate your time and resources wisely. We’re here to help you implement your online strategy and give you the tools, resources and know-how you need to carry it through and get results.
If you would like to discuss this further or want us to build your Linkedin Company Page please contact us via 04122 11 52 or email our Social & Digital Marketing Manager Irina on firstname.lastname@example.org.