Growth Marketing

How to optimize your
Linkedin business page

January 7, 2022   |   4 Min Read

If you’re using LinkedIn to find new employees or clients, the first step is to create an eye-catching company page. It is important for insurers to not just have a page on LinkedIn but be mindful of factors that go
behind the page that yield tangible results. Are you ready to improve your LinkedIn profile? Discover five ways to improve your company’s LinkedIn page.

#1: Make Use of High-Quality Profile and Cover Photos

Making your LinkedIn business page look nice is one of the simplest ways to attract new leads. What is the first step? Make use of a high-quality profile and cover image. These photos, especially the cover image, highlight your brand, help you appear professional, and provide an opportunity to highlight your mission creatively.

The photos you use on LinkedIn should be consistent with the photos you use on other social media platforms. This will give your brand a more professional appearance and make you more easily identifiable.

Keep Google in the loop by updating your images frequently. Regular updates to your page not only help maintain visibility with your followers, but they can also help your Google ranking. Fresh content is indexed regularly, which aids search engines in recognizing your page as an active and valuable source of information.

#2: Use Relevant Keywords to Improve Your SEO

According to LinkedIn, completed business pages receive 30% more weekly views, so fill out every single field, including your contact information and company size. The summary and overview are the most important parts of your LinkedIn business page. Your company summary appears on the page directly beneath your name. It should be succinct and to-the-point. Meanwhile, the overview is an opportunity to tell your brand’s story in greater depth.

You can share your company’s history, products, and corporate values here. Consider your key offerings when deciding which keywords to include on your LinkedIn Page. Your industry, location and specialties are all-important keywords to include on your LinkedIn profile.

#3: Share Interesting and Valuable Content

Valuable content such as company success stories or milestones is one of the most effective ways to build an engaged community on LinkedIn. Employees can also be highlighted in your LinkedIn content strategy. This type of content promotes company culture by recognizing existing talent while also attracting potential job applicants.

It’s critical to consider your LinkedIn objectives and adjust your content strategy accordingly. If you’re looking for new employees, you could tell them about your company’s perks. However, if you’re using LinkedIn to find new clients or customers, sharing thought leadership content (such as essays, data reports, and opinion pieces) is more effective.

LinkedIn Analytics can help you fine-tune your content strategy. The built-in analytics platform tracks the effectiveness of your LinkedIn posts and allows you to learn more about the demographics of your followers. This data will give you crucial information about the type of content your target audience prefers.

#4: Make Use of LinkedIn’s Features to Increase Engagement

Taking advantage of LinkedIn’s new features is another way to make your company page more dynamic, engaging, and visually stimulating. LinkedIn Live, one of the platform’s most recent product releases, is a good place to start. This feature allows you to share live-streamed videos, which receive 24x the number of comments as in-feed videos.

You can also use LinkedIn Live to host virtual events such as fireside chats or “ask me anything” Q&As, which encourage interaction and are excellent community builders.

#5: Participate in Groups to Develop Authority and Community

LinkedIn Groups are an excellent way to meet like-minded people in your niche and can be an effective tool for organically growing your business page. Begin by identifying a few LinkedIn Groups relevant to your industry, and then begin participating in conversations! The key here is to avoid being too pushy; instead, build trust and authority by providing useful
advice, insight, or even sharing your personal experience.

Members are more likely to check out (and follow!) your LinkedIn business page if the content you share in groups is valuable to them.

Article by: Vidya Veerapandian

Vidya is the Founder of FWD. Vidya is a financial services and insurance marketer.

Share this Article