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Marketing lessons from best LinkedIn Pages

Image source: LinkedIn

LinkedIn recently announced its choices for the Best LinkedIn Pages of 2019. Reviewing those LinkedIn business pages can help PR and marketing personnel build better pages for their own companies. Here’s a sampling of some of the winners and lessons they offer.

Teleperformance. Teleperformance, a business services enterprise focused on customer relationship management, makes exemplary use of native video. The company frequently shares short, “snackable” videos that are easily digested even without sound. Teleperformance marketers humanize their brand by featuring company leaders in videos, and establish credible thought leadership with third-party statistics.

Hays. Hays, a UK-based staffing and recruiting company, creates excellent PDF-based content, and often uploads it directly to its feed for easy consumption. Viewers can page through the company’s branded digital magazine, Hays Journal, while remaining on LinkedIn. Hays also showcases original research, snippets that promote larger content offerings, and initiatives such as World Mental Health Day, with the hashtag #WorldMentalHealthDay. Marketers mix numerous links to their owned blog content, as well.

Deloitte. Deloitte, the accounting and auditing firm, features an abundance of information about its corporate culture in its Life tab, including employee video testimonials, employee LinkedIn Pulse articles, and company photos. Deloitte use its LinkedIn Page to drive registration for events, including those where company leaders are speaking.

Hotmart. Hotmart, a content distribution platform for digital products, humanizes its brand with posts on employee birthdays and anniversaries. It posts plenty of images and videos and spices up posts with the universally recognized language of emojis.

How Small Businesses Get Big Results

Small and mid-sized businesses may lack the resources to consistently churn out high-quality videos and daily articles. Yet small organizations can still create top-notch pages. Winners of LinkedIn’s Best Pages of Small Businesses awards offer some pointers.

Greenhouse Software, a provider of enterprise talent acquisition software, stands out with a colorful cover photo, a sharp tagline and an excellent description. They also make use of LinkedIn’s new Associated Hashtags feature, making it clear that they are part of the recruiting community.

Ripple puts the Life tab to good use. The financial settlement solutions provider shares information about what it’s like to work for its team, with photos of employees, links to its blog and a humanizing video.

Gong.io grabs attention with its cohesive banner/logo combination. Like Ripple, the B2B conversation intelligence platform provides an inside look at working for the company in the Life tab.

Digital asset management platform Bynder keeps prominent initiatives front-and-center by featuring them on their Page banner. They also list multiple locations under their About tab, signifying their expansive reach as a company and lending tangible legitimacy to their success.

Steps for Superb LinkedIn Pages

The first — essential step – to create an effective LinkedIn Page is to include all the necessary information. That includes the company overview, logo and header images, address, and website URL.

Also, provide information for the company headquarters, company size and industry. Companies with complete information get 30% more weekly views, according to LinkedIn. Include your keywords in the company description to improve SEO, and share content regularly, including images and videos.

Encourage others to link to the LinkedIn Page whenever possible. For instance, add the page to email signatures and ask employees to add the Page to their current work experience.

“Get creative – you can even incorporate a CTA into your banner image to further engage visitor,” advises Yam Regev in Social Media Today.

Marketers can also create Showcase Pages that highlight different aspects of their brand or company culture. Use these specialty pages to curate content on a single topic, create a learning center, promote a new product or even highlight your team’s accomplishments, Regev suggests.

Be on the lookout for new features that LinkedIn regularly introduces, Regev adds. For instance, one new feature lets page admins invite personal connections to follow the page. It can be found under “Admin tools” on the top right of the dashboard.

Bottom Line: LinkedIn now offers more features to help businesses find their audiences. Savvy PR and marketing professionals can create LinkedIn Pages that attract and engage business professionals by applying creativity in addition to completely filling out company information.