5 LinkedIn Pages Best Practices Every Brand Should Use

Editor's Note: This post was originally created by Spredfast before Spredfast and Lithium merged and became Khoros.

Brands and users alike understand LinkedIn’s value: you can build your brand, make professional connections, find qualified applicants, and search for new opportunities and partners. With 260 million monthly active users worldwide, the question is not if your brand’s audience is on LinkedIn, but rather how to best connect with them. And now there’s an even better way for brands to connect with audiences on the platform: LinkedIn’s recently relaunched Pages (formerly known as Company Pages).

LinkedIn Pages features several important ways for your brand to stay connected to your followers and find new fans. With pages, writes LinkedIn, users can explore brands and receive updates from them directly on their homepage news feed, view friends who are connected to the brand, explore affiliated pages, and learn about job opportunities and receive job alerts on both desktop and mobile devices. Premium LinkedIn members have access to even more information with Pages, such as average employee tenure and more.

The following five steps, adapted from LinkedIn’s Pages Best Practices, will help you make sure your brand’s LinkedIn Page takes full advantage of everything the feature offers:

Companies with complete pages get 30% more weekly views than companies with unfinished pages—certainly some good motivation, but it helps to know what to focus on. LinkedIn members can search by keyword, so include relevant ones in your description. Your company logo overlayed on your cover image can, according to LinkedIn, “bring your page to life.” And finally, make sure your company contact info is up to date and includes a short tagline, your website URL, industry, company size and location.

Companies with complete LinkedIn pages get 30% more weekly views than those with unfinished pages.

According to LinkedIn, companies that post at least weekly see a 2x lift in content engagement. But, don’t post just to post: ensure content you share is relevant to your followers and provides real value to them. You can even ask questions to start direct conversations. Images and videos boost content engagement for brands of all types. (Side note: At Spredfast, we currently have LinkedIn image publishing capabilities through our platform and we will soon offer LinkedIn video support as well—keep an eye out for that upcoming announcement).

Employees can be one of your company’s greatest assets on social. For one, employees usually have 10 times the social reach that brands have, so sharing their posts can help grow your brand’s connections.

Employees usually have 10 times the social reach that brands have.

As with all of social, succeeding on LinkedIn Pages requires your brand to analyze who visits your Page, who engages with your content, and what type of content they’re looking for. With the refreshed Analytics tab on LinkedIn Pages, page administrators can now view the same rich demographic data found on their Page (including visitor insights by job industry, function, location and title), and apply it to their company website.

Once you hit your stride with content, make sure you get it in front of as many eyeballs as possible. With pages, you can sponsor your best posts, attract top talent using Career Pages (with content that changes based on each user’s profile), and simplify your efforts with a partner (like Khoros) that supports a holistic view of your paid and organic LinkedIn campaign results.

Visit some of these other resources to learn more about LinkedIn Pages best practices or the top LinkedIn stats marketers should be aware of.