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The Best of LinkedIn Company Pages

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There are over 20 million Company Pages on LinkedIn. If you’re not taking advantage of your largest piece of real estate on LinkedIn, you’re missing out on opportunities to build your brand, thought leadership and drive higher quality leads.

We asked you to nominate the Company Pages that impressed you the most this past year and received over 13,000 nominations! Now we’re excited to share the top 10 of 2018, what you can learn from them and a bunch of additional best practices to set your page up for success.

Veröffentlicht in: Marketing
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The Best of LinkedIn Company Pages

  1. 1. Welcome and thank you for joining LinkedIn’s Live Webinar: • We will start the live webinar at 11am PT | 2pm ET • Please note that the audio portion will stream through your PC/Laptop speakers. There is no separate dial-in option. Be sure to check your speakers to ensure they are turned on and that volume is at an audible level. • Please enter questions into the Q&A module • Check out the Resources module for the slides and related content • If you have any technical difficulties, please click on the Help widget BEFORE WE GET STARTED
  2. 2. Alex Rynne Content Marketing Manager, LinkedIn @amrynnie Rodolpho Fidalgo Global Digital Media Director, Schneider Electric @RudyFidalgo
  3. 3. Agenda • What is a LinkedIn Company Page • The basics of setting up a LinkedIn Company Page • How SE navigates their analytics dashboard • What content gets the most engagement • How LinkedIn marketing and SE both built engaged audiences on their Pages • Examples of exceptional Company Pages
  4. 4. What is a Company Page? • Attract followers • Publish & share content • Promote your brand
  5. 5. What is a Showcase Page?
  6. 6. The Basics
  7. 7. Build a strategy around your objectives • Brand Awareness • Thought Leadership • Lead Generation • Event Registration
  8. 8. Brand Awareness Key metrics: • Page followers • Post clicks • Engagement • Comments
  9. 9. Brand Awareness Turn on the ability to have more followers on paid campaigns. At Schneider Electric all of our campaigns are optimized for followers.
  10. 10. Thought Leadership Key metrics: • Page followers • Post clicks • Engagement • Comments
  11. 11. Thought Leadership
  12. 12. Lead Generation Key metric: • Inquiries and leads
  13. 13. Lead Generation Lead Gen Program top performer campaign on LinkedIn, with: • The highest CTR: 1.91%, this is 5.4x higher than the Industry benchmark; • Also with the highest Engagement Rate, 2.20% - benchmark is 0.40%. Strong CTA, based on customer stories or a quiz based on the 451 Research.
  14. 14. Event Registration Key metric: • Event registrants driven from your Company Page
  15. 15. Page 17Confidential Property of Schneider Electric | Facebook, Programmatic & LinkedIn Drive traffic to landing page website Remarketing strategy to initiate Look-alike, custom match, audience curated based on time-spent Collect lead info & pass back to CRM for follow-up Deliver lead ads via LinkedIn After lead fill direct them to landing page with YT links Event Registration
  16. 16. Targeted Career Pages to Attract Top Talent
  17. 17. What to Share • eBooks, SlideShares, Infographics • YouTube videos and native video • Blog posts • Case studies • Third-party industry articles and reports • Helpful how-to content • Vivid visuals (Visual is the new headline!) • Serial, themed posts (For example, #MondayMotivation and #WednesdayWisdom)
  18. 18. What to Share • With video, catch the audiences attention within the first 2-3 seconds • Short videos yield higher completion rates • Have an engaging thumbnail image
  19. 19. Best Practices • Keep it short and sweet • Pin your best content • Visual is the new headline • Follow the 4-1-1 rule • Use tracking links • Test everything • Organic is good, but paid is better
  20. 20. Let’s get visual
  21. 21. Keep your header image fresh
  22. 22. Here’s how SE follows the best practices... Performance: • CTR: 1.40% • Engagement Rate: 1.66% • Avg CPC: $15.15 Best Practices: • Concise message that tells a compelling story through images • Humor works! LinkedIn Benchmarks CTR: .35% Engagement Rate: .40%
  23. 23. Performance: • CTR: .88% • Engagement Rate: 1.07% • Avg CPC: $19.11 LinkedIn Benchmarks CTR: .35% Engagement Rate: .40% Best Practices: • Relevant imagery boosts engagement • A human touch/custom imagery outperforms stock photos • Telling a story through the carousel ads Here’s how SE follows the best practices...
  24. 24. Performance: • CTR: .82% • Engagement Rate: .85% • Avg CPC: $7.48 LinkedIn Benchmarks CTR: .35% Engagement Rate: .40% Best Practices: • Ongoing always on campaigns yield better performance • Strong CTA • Leverage Lead Gen Forms Here’s how SE follows the best practices...
  25. 25. How Schneider Drives Decisions with Insights
  26. 26. LinkedIn Sponsored Content Reach an audience beyond your LinkedIn Company Page followers.
  27. 27. LinkedIn Direct Sponsored Content Reach your target audience directly in the feed without publishing on your Company Page. Personalize Test Control
  28. 28. Always be testing
  29. 29. Invest in your Company Page
  30. 30. Elevate is increasing sharing behavior and impacting outcomes for employees – we’ve seen users share 10x more on average with Elevate Avg Monthly Shares Pre-Elevate Elevate 10x Avg Monthly Impressions 6x Avg Monthly Engagements 7x Pre-Elevate Elevate Pre-Elevate Elevate Avg Monthly Profile Views 6x Pre-Elevate Elevate Avg Monthly Connections 7x Pre-Elevate Elevate
  31. 31. Checklist for compelling Company Updates • Add your point of view • Include a CTA • Keep it 150 characters or less • Ask thoughtful questions • Always include rich media • Aligning content to your followers’ needs and interests • Include short stats and quotes • Engage members through comments • Extend your reach by sponsoring your best content • Take an always-on approach • Plan in advance with a content calendar
  32. 32. 9 Examples of Exceptional Company Pages 1. Hays • Creating branded imagery gives a cohesive, consistent look to your posts. • Leverage your company’s leaders to establish thought leadership and give an inside look into your company’s mission and vision.
  33. 33. 9 Examples of Exceptional Company Pages 2. PTC Create a distinct platform for each aspect of your business that has tailored messages to share with its own target audience.
  34. 34. 9 Examples of Exceptional Company Pages 3. Teleperformance Test out serial, themed content with your audience. We’ve seen quotes and stats tend to see higher engagement.
  35. 35. 9 Examples of Exceptional Company Pages 4. Cvent Don’t be afraid to inject a little personality into your posts.
  36. 36. 9 Examples of Exceptional Company Pages 5. Biesse Group Your audience is likely pretty diverse and will respond better to regionalized content.
  37. 37. 9 Examples of Exceptional Company Pages 6. Deloitte • Move beyond stock photos to source visually interesting photos to accompany your posts.
  38. 38. 9 Examples of Exceptional Company Pages 7. Cognixia Use your Company Page to drive awareness about upcoming events & conferences your company is attending or sponsoring.
  39. 39. 9 Examples of Exceptional Company Pages 6. Michael Page Keep caption copy to 150 characters or fewer.
  40. 40. 9 Examples of Exceptional Company Pages 6. EY Experiment with different types of videos for different objectives.
  41. 41. Follow Us! lnkd.in/linkedinmarketing lnkd.in/schneiderelectric
  42. 42. Questions?

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