LInkedIn is the last professional social media property where brands can still generate strong organic traffic and awareness for free. Here are 6 easy tips for making your LinkedIn Company Page better.

1. 6 Tips For A Better
LinkedIn Company Page
FEBRUARY 2015
6 Tips for A Better LinkedIn Company Page -- by Tom Humbarger

2. What Do I Know About
LinkedIn Company Pages
I managed the AppleOne LinkedIn Company Page from January 2012 to June 2014, and
this page was named one of the 10 Best LinkedIn Company Pages of 2013. Under my
stewardship, the number of followers grew by more than 7x to over 28,000. In addition,
the page was averaging 100,000 impressions per week and was on target to hit 5 million
impressions for 2014.
6 Tips for A Better LinkedIn Company Page -- by Tom Humbarger
Click here to read the blog post on the top LinkedIn Company Pages for 2013

3. 1. Post Regular Status Updates
The more content you post on your Company
Page, the more you will keep your company's
name in front of your followers and in the
LinkedIn Newsfeed. My best practice
suggestion is to post status updates on a
daily basis which means you will need five
great posts each week to drive awareness,
engagement and traffic. Once you get in the
habit of posting regularly, your audience will
come to rely on your ability to engage,
educate and entertain them.
6 Tips for A Better LinkedIn Company Page -- by Tom Humbarger

4. 2. Post Interesting Content
It is important to post interesting content that
followers will find useful for their every day
job or career, or that educates or entertains
them in some way. You do not want every
message on your Company Page to
advertise your products or services because
that would only serve to annoy or turn off
your followers. For instance, out of five
weekly Company Page posts, only one or
two of the posts would be a link back to the
company blog or website. For the rest of the
Company Page content, I use Feedly's RSS
feeder to keep track of more than 75 different
blog and news feeds. I scanned the
headlines on a daily basis, and select the top
12 articles to post on two different Twitter
accounts. From this subset, I select the best
articles to share on the LinkedIn Company
Page.
6 Tips for A Better LinkedIn Company Page -- by Tom Humbarger
BE...
useful,
educational,
entertaining,
interesting

5. 3. Write a Catchy Headline or Intro
Readers are bombarded by countless
messages every day so your posts need to
quickly grab the reader's attention from among
all of the content they are seeing on all of their
social networks or information sources. Ask a
thought-provoking question, tease the readers
with a snappy tidbit or give them some reason
to want to read the post. Don't forget to include
a shortened URL at the end of your headline to
link to your content (my favorite is Hootsuite's
ow.ly URL shortener, and there are several
other options to chose from as well).
6 Tips for A Better LinkedIn Company Page -- by Tom Humbarger
"The headline is
the most important
part of any writing"

6. 4. Upload Your Own Image
By default, if you paste a URL into a
status update, LinkedIn will suggest a
clickable postage stamp-sized photo
from an image at that page.
Alternatively, I have found that it is
far better to upload my own image
which usually with the content's title
superimposed over the picture.
Sometimes I use an image from the
actual article or other times, I create
my own using Canva. An uploaded
image will be about 350x210 pixels
compared to the standard 180x110
pixels which is a difference of nearly
4x. In an experiment I conducted this
year, we were able to gain 87% more
Impressions, 132% more Clicks and
39% more Interactions on identical
posts.
6 Tips for A Better LinkedIn Company Page -- by Tom Humbarger
People Like Bigger Images
Click here to read the blog post on how to get more from your
LinkedIn Company Page

7. 5. Empower Your Employees
Most companies are still struggling with
empowering their employees to engage regularly
with their LinkedIn company page. At AppleOne,
we had over 1,500 employees on LinkedIn, but only
a small percentage were engaging with our
content. We averaged 41 interactions on our status
updates during the first 6 months of 2014 which
would be less than 3% engagement per post
assuming all of the interactions are from
employees. Companies need to do a better job of
explaining to employees that they are an essential
part of the marketing team and highlight how
critical their participation is to the overall company
success. Training employees to Follow their
company page, and regularly Like and Share
content will greatly boost interactions and
engagement.
6 Tips for A Better LinkedIn Company Page -- by Tom Humbarger
Follow
Like
Share

8. 6. Monitor & Analyze Your Statistics
It is always important to monitor your results
to see what is working and what is not
working, and then adjust accordingly. The
Admin Analytics page for Company Pages
provides a lot of great information.
Generally, I would check the Analytics
several times per day and I kept very
detailed weekly trend data. From January to
June 2014, I know that the AppleOne posts
averaged more than 19,000 Impressions,
192 Clicks and 41 Interactions each. I also
determined that the best engagement
occurred from Tuesday to Thursday, so I
always posted what I thought was the most
powerful content on those days.
6 Tips for A Better LinkedIn Company Page -- by Tom Humbarger
FollowtheNumbers

9. About Me
I am Social Media and Digital Marketing Strategist experienced in both B2B and B2C
arenas, and have proven expertise in multiple industries. My many achievements include:
creating social media and digital marketing strategies, managing social media properties
on a daily basis, curating content and writing blog posts, developing training materials and
instructing associates on best practices, engaging with customers and prospects, and
evangelizing stakeholders and customers.
I have been fortunate to be involved in Social Media since the beginning of the social
media revolution in 2006, and I was the 82,754th person to join LinkedIn in December
2003.
Contact me by email via tom@humbarger.com or check out my blog or LinkedIn Profile for
more information on how I can help your company achieve your social media goals and
objectives.
6 Tips for A Better LinkedIn Company Page -- by Tom Humbarger
Click here for my LinkedIn Profile
Click here for my Social Media and Marketing blog