LinkedIn is one of the most important channels of social networks for businesses. Not only it helps provide authenticity and credibility to you and your business, but also gives you access to an audience that is actively interested and looking for new brands to interact in a more professional environment. LinkedIn gives your small business a place where you can combine the benefits of personal branding, marketing, an extensive affiliate sales and attract top talent.
Whether you’re starting with LinkedIn as if you need additional advice, today we will talk about the benefits of LinkedIn company pages and LinkedIn groups, and identify notable differences.
LinkedIn Company Pages
What is a company page on LinkedIn?
A company page helps LinkedIn members get to know your business, brand and job opportunities. Company pages are also an excellent way to establish industry experience. For example, Hootsuite, have increased their LinkedIn Company members by 489% between January 2014 and January 2015. The growth of 17,785 – 104,733 followers has been largely in part due to the valuable content that their publish on their company page.
What is the benefit of a company page on LinkedIn?
Previously, the LinkedIn Company pages were often regarded as a home page human resources of your brand. While this remains true, it is also becoming the perfect place to boost business results, increase brand awareness, promote career opportunities and educate potential customers about your products and services.
Think of your company page as a supplement to your website, it helps you drive traffic to your site and gives you an outlet to promote your products and services as well as content. Your LinkedIn company page offers free marketing opportunities and enhances the credibility of your business to your audience. By improving your presence in the LinkedIn Company page with valuable content and compelling state updates, you can also establish your brand as a leader in your industry.
To start on the right track, here are three tips LinkedIn Company pages:
- Enhance your page with the personality of your brand. You can do this by including a creative and filling the section headed “About your company.” Be concise, but make sure it is clear what your company and what distinguishes you from your competitors. Think about it from the point of view of your customers. Ask yourself why they should spend time reading the profile of your company. Within your “About” also includes relevant links to your other prominent channels such as website, blog, etc.
- Empowers your employees to connect to your LinkedIn company page. Your colleagues and / or employees are the best place to start increasing the audience. Not only are your biggest promoters but, when added as followers, you will also prompt for each of their networks, greatly expanding your reach. Another added bonus is if they add your company page to their personal profiles. This automatically becomes followers, and allows them to easily share company updates.
- Interact with your followers through content and responding to their comments. The best way to increase your audience and keep your followers is to provide value by posting articles or company updates regularly. Make sure you are consistent in your publications, and try to publish various types of updates. From company news, thought leadership and industry experience, make things remain interesting for your audience. Try actively interact with them and ask them what they care about most, or what they would like to see.
What is a LinkedIn group?
LinkedIn groups provide a place for professionals in the same sector or with similar interests to share content, encounter answers, post and view jobs, conduct business contacts and establish as industry experts.
To find a group with similar interests, use the function of search at the top of your home page or look at suggestions of groups that might like it. Alternatively, you can also create a new group that is based on any topic or industry that you like. For example, as of some categories of group are currently on LinkedIn: corporate, university alumni, nonprofit, business, conferences and specific industry organizations.
What is the benefit of a group of LinkedIn?
There are numerous benefits to join LinkedIn groups, no matter what industry you belong to. Being an active participant in a group can help you contact other professionals in your field, especially those outside your immediate circle of colleagues, classmates and current and present employers. LinkedIn groups can help you build your online reputation by sharing valuable information relevant to your industry. Participating in a group discussion will also attract views your profile or LinkedIn page.
If you are a content advertiser, groups can help you get more views to your content, and get constructive feedback from other professionals in your field. While it is important to consider the competitive nature of many industries (and not be too generous with the exchange of unpublished content or ideas), can also be incredibly useful to generate ideas with professionals within your industry but outside your organization.
Moreover, when it comes to groups not related to your job, groups can help you better understand your target audience. You can join groups with the demographics of the audience that you think may be interested (eg a different language) on the product or service of your brand, and see what kind of information is considered valuable and worthy of sharing by participants.
With more than 2 million existing groups, finding the most suitable for you it may at first seem an impossible task. To make the task easier to accomplish, we have developed these tips to help you navigate LinkedIn groups.
To start with LinkedIn groups, use these 3 tips:
- Join relevant groups of interest and occupation: If you have the time to completely fill your LinkedIn profile, LinkedIn will send group recommendations based on the skills and experience you have chosen to. To do this yourself, you can use keywords and search groups in the directory. For example, if I want to find a group that centre in content marketing in the Asia-Pacific, I can type “content marketing” and “APAC” in the search bar, and see the LinkedIn group marketing contents Asia. However, look at the last publication of the group: want to spend your valuable time only active groups.
- Share the content of your company into groups to increase traffic to your site. Contributing to a discussion will make both your profile or page more visible, but can also help you establish yourself or your company as a leader of opinion among others participants. However, be sure to provide value and context to your post when you share; not simply copy and paste the URL. If you find a blog post or a news article from an external source that is related to a discussion, share it with others. Even if the content does not originate in your computer, you contribute to your status among the other group members.
- Participate in the groups providing your knowledge and commenting on other people ‘sposts. If all you do in a group is to promote your own content, others will understand right away, and can underestimate the value of your content or brand in general. To avoid this, be courteous to others; after all, there may be many opportunities to learn the techniques of the trade of more experienced professionals. Takes note of the questions, and feel free to share your own experience.