Are you taking advantage of LinkedIn’s company pages to expand your institutions brand presence, foster relationships by attracting followers, and increase lead generation opportunities? According to the LinkedIn Audience 360 Study, LinkedIn members are almost 50 percent more likely to buy from a company they engage with on LinkedIn and 80 percent of LinkedIn members want to connect with companies because those connections provide them opportunities to enhance their professional decision making.
- Upload your logo to the company page. This is important because when someone scrolls over the logo or your company name in the timeline, the company summary box will pop up. But if you don’t have a logo there, you’ll miss a branding opportunity and a chance to pick up company followers.
- Take advantage of using the large banner (or hero image) to promote your products and services.
- Get found in LinkedIn search by using keywords in your company description and specialties.
- Use all 2000 characters allowed in your company description.
- Optimize your employees’ profiles in two ways: 1) Make sure that they have linked your institution properly to your company page so they will automatically follow the page, and 2) Create a consistent branding message relating to your institution for all your employees to use, such as a paragraph to be included in the Summary section and a more detailed two or three paragraphs to be included in their job description for their current job at your company.
Implement a policy for compliance overview
Bank marketers can assist employees in sharing content by implementing a LinkedIn policy for all employees to follow to avoid any compliance issues.
- Marketing creates content to be shared.
- Content is reviewed by compliance officer.
- Marketing shares content on LinkedIn company page.
- Bank team members can now share the company page content on their personal profiles,
Your bank’s awareness is now amplified through the employees’ profiles while providing a consistent brand message but not allowing something shared that will raise concern.
The best way to share these best practices and policies is to have a LinkedIn training session for all employees who have a LinkedIn account.
Keep track of engagement with the new notification center and use analytics to capture a complete list of your updates for audits.
With the new LinkedIn Company Page Notification Center, you’ll be able to more effectively manage and monitor all the activity taking place on your company updates, as well as mentions of your company on LinkedIn.
By studying your LinkedIn analytics, you can monitor changes in the size and composition of your follower community as well as activity on your page and use that data to optimize content shared to get the most engagement.
Watch this video to learn more about company analytics.
Download this free tips sheet from LinkedIn that includes 10 tips for posting company status updates.
Do you have any examples of how your bank uses its LinkedIn company page?