After learning how to create your LinkedIn business page and engage with your followers in our LinkedIn Beginners Guide For Retailers: Part Two, you are now ready to learn how to optimise your LinkedIn company page.

How to Optimise Your LinkedIn Company Profile

With LinkedIn pages, independent retailers can create a hub of information about their business, products, services and career opportunities.

So how can you optimise your LinkedIn Company Profile to better grow and engage with your audience?

Take advantage of all settings and tools available

Completely filled out LinkedIn pages perform quite well in search results, so take the time to fill out all the fields of information on your company. Include a description with relevant keywords, website, contact details, specialties and location. All of these will boost your page’s discoverability online.

Then add up to 3 hashtags you want associated with your business. When chosen well, hashtags can aid discoverability and community engagement. Consider not only what hashtags your competitor would use, but what your target audience would search to find your products or services. You can then click on your hashtags to see the associated posts. While your brand hashtag should remain the same, it’s best to update to update the secondary hashtags occasionally to support any relevant campaign.

On your main page, a custom call-to-action button is essential to drive traffic to a specific page on your website. Whichever page you choose to direct traffic to, ensure it’s ready to receive traffic and visitors. And if you need to measure the traffic being generated from this specific link, make sure to add a UTM parameter for accurate link tracking.

Your employees are your best advocates

Expand your page’s following by asking your employees to connect their profiles to your LinkedIn page in their current job descriptions. This tactic will help connect better your organisation’s professional networks. Also, make sure to ask your employees to share the content you post on your LinkedIn page on their own profiles, so that you can maximise the number of people that view your LinkedIn posts. Alternatively, you can notify employees if you think they’d be interested in the post. As company advocates, they can jumpstart engagement on the post and boost its visibility.

If you want to increase your engagement and followers base even further, you can give Admin access to one of the most influential person in your company so that they can invite all their Connections to Follow your LinkedIn page. This will help expand your network even further and reach even more potential customers or professional connections. This will then help increase your company’s position as experts in the industry.

Finally, if talent acquisition is important to your company, you can add a Careers page to give potential employees a customised look into your company culture via videos and images, employee testimonials, and tailored content. You can also create targeted job recommendations, ensuring that the advertised role is put in front of the candidates with the most relevant qualifications for the job. Read for more detailed information on how to set up a Career page for your LinkedIn company.

Boost your posts to reach a larger audience

If budget allows, step up your LinkedIn marketing strategy with LinkedIn ads. Boosting your LinkedIn Page posts allow you to extend your reach through an advertising campaign. 

Available in a range of formats, LinkedIn ads allow brands to target and reach members outside their established following. 

Select an objective for boosting your post, define the audience to which the post displays, and set a budget and schedule to limit how long the post is boosted.

Personalisation options even let you address LinkedIn members by name, which makes a difference. Sponsored InMail messages have a 52% open rate on average.

But don’t worry, we will get into this in more details in our next article!

 

After learning how to optimise your LinkedIn company’s page, keep an eye out for our next LinkedIn Beginners Guide for Retailers, or Subscribe to our Newsletter for the latest updates.

Follow us on our LinkedIn pages for Bira and BAGMA and don’t forget to tag us in your posts so we can re-share your content!

As a Bira/BAGMA member, you can benefit from Free digital training and 30-day free trial to benchmark your social media performance and help you increase your footfall and sales with our digital partner called Maybe*. For more information, visit our dedicated page for Maybe* 

 

Additional Guidance and Resources