How To Improve LinkedIn Marketing: Combine Your Company Page and Personal Profile Efforts
February 10, 2023
Improving your LinkedIn marketing can be as simple as combining efforts on your LinkedIn Company Page and your team’s personal LinkedIn profiles. Organic company posts make up just 3% of what LinkedIn users see on their feed (as of late 2022)*.
Results on your Company Page will be significantly greater if you have the support of relevant team members involved in driving engagement.
You might be tempted to look at your follower count to determine how many people will see your posts on LinkedIn. In actuality, posts from Company Pages reach only around 2.4% of followers.* The reach of your posts mostly depends on engagement. That’s why when you post on your Company Page on LinkedIn, the most important thing is to get engagement (Like, Comments, etc.). That’s where your team comes in!
Improve LinkedIn Marketing With An Engagement Group To Boost Reach
The best way we’ve found to kick off engagement on LinkedIn posts is to have a group of people you call on to engage with your posts in an authentic way. We call this an engagement group. You might call this group an engagement circle, company advocate or ambassador program, or something else.
Essentially, you’ll want to gather a group of folks to seed engagement on your posts. This is as simple as sending out a notification to these folks when a post is made on your LinkedIn Company Page, or when an individual makes a post on their profile. Then the whole group can engage with the post right away.
It’s important to get early engagement on posts as this signals to the algorithm that the post is well received. LinkedIn will then show it to more people. It’s crucial to get engagement in the first 90 minutes. Getting engagement within the first 8 hours of your post will also help significantly.* After that, engagement doesn’t matter as much for increasing reach.
Who Should Be In Your Engagement Group?
We recommend involving around 10 employees to make up your engagement group. It’s important you choose the people who make up your engagement group wisely. They should be connected with industry professionals relevant to your target market. After all, it’s your engagement group’s connections that will be the main audience for your posts. Most likely, your group will likely be composed of folks connected to the company. Non-employees have more of a positive impact on reach.* If you have any customers, vendors, or other supporters who might help, they would provide great value.
If you are a solopreneur, rally a small group of 3-5 other professionals with similar goals and create an engagement circle together. In a group of like-minded solopreneurs, be each others’ cheerleaders with engagement. Engagement groups should be a win-win for everyone involved.
The key with anything on LinkedIn is to make sure your posts and engagement are authentic. If the same person is posting the same comment on every post, or sharing every single thing you post with their network, that will start to come across as spammy and inauthentic to their network. Be sure to make it clear to everyone involved that they should only comment, react, or share if it feels authentic.
Create An Engagement Strategy To Improve LinkedIn Marketing
There are many different types of engagement on the LinkedIn platform. Here are some basic stats about Likes, Shares, Comments, Reposts, and less commonly considered engagement types such as “see more” clicks, video plays, dwell time, Document clicks, and more.
Each engagement type has a different effect on your reach. A simple Like will provide you with 1 additional view, clicking on “see more” will result in 4 additional views, a Share will result in 7 additional views, and a Comment will result in 12 additional views.*
Important: Only the first engagement counts toward reach. Don’t Like first and then Comment—only the Like will count! Additional engagements are counted 4 hours after the last engagement.*
Comment Strategy
Since commenting is the best way to drive reach, focus your team specifically on commenting.
Commenting strategically establishes you as an expert and thought leader to your network, who are the ones seeing your comment.
Here are 5 ways you can comment strategically:*
- Provide Additional Insights: State what appeals to you in the post and add an additional insight based on your expertise.
- Summarize the Takeaways: Your comment makes the original post visible to your network. A good way to reinforce your own expertise is to make a summary of the original post.
- Be Curious and Ask Questions: Use the post as a conversation starter. Ask questions and engage in discussions with other members. Don’t forget to connect with people who add value.
- Share Emotions: Sharing and recognizing emotions creates a stronger bond with your network.
- Tag Your Network: If you see a relevant discussion regarding the expertise/knowledge of someone in your network, then tag this person to give them the opportunity to contribute.
The longer the comment the better—use at least 12 words!
Share & Repost Strategy
Sharing is the second most effective way to increase the reach of a post.
Shares of your post in the first 4 hours after it was published can really increase your reach. Sharing with no additional text helps a bit, but including at least two lines of text creates a big impact on reach. One caveat, shared videos and Polls perform poorly.*
Reposting is way less effective and it will bring zero visibility to your own profile or content.*
Here’s how best to share*:
- Add at least 100 words of description to the shared post.
- Add 3-5 unique hashtags (not the same as in the original post).
- Tag the owner of the original post that you are sharing (if you are sure the original owner of the shared post comments on your post in the first hour).
Other Ways To Engage
If commenting or sharing with text doesn’t seem relevant or authentic, a simple Like or pressing “see more” are easy ways to still have a positive impact.
*From Just Connecting’s Algorithm Research Edition 2022 October 1.0
Conclusion
Without the help of your team, your Company Page’s content won’t get much exposure. While posts from personal profiles have a better chance of more reach, more engagement will have a significant impact on Impressions.
Combining LinkedIn Company Page efforts with strategic personal LinkedIn profile efforts can lead to significantly increased reach for the Company Page and all individuals involved.
Create an engagement group, train the team on how best to engage, and encourage only authentic, thoughtful engagement!