Just like Cher, Sting, Bowie and Viveka 😉 – LinkedIn’s New Pages are so cool you don’t have to use their first name, “Company.”
I have been begging for more interactive (Facebook-like) LinkedIn company pages for years. Finally, it seems like LinkedIn is joining the “Companies have feelings too” bandwagon by creating these new Pages that are more autonomous in their ability to engage.
What do I mean by that?
According to LinkedIn, “Pages have been rebuilt from the ground up to make it easier for brands, institutions and organizations, from small businesses to large enterprises, to foster constructive conversations with LinkedIn’s community of more than 590 million members.”
These updates make it even more important that you properly optimize and leverage your LinkedIn Company Page. Let’s dive into how they’re going to help you create more conversations through these updates.
[click_to_tweet tweet=”#LinkedIn newsflash! Company pages – now just called Pages – are getting upgraded! @LinkedInExpert has the lowdown on the new format and interactive features being rolled out. #SellingWithLinkedIn #LinkedInTips #DigitalSelling” quote=”#LinkedIn newsflash! Company pages – now just called Pages – are getting upgraded! @LinkedInExpert has the lowdown on the new format and interactive features being rolled out. #SellingWithLinkedIn #LinkedInTips #DigitalSelling”]
The New LinkedIn Page – Easier to Engage:
First of all, there are more and different kinds of administrators to manage and share data. So that means community managers can access and share content when they need to, instead of funneling the data through a few gateway admins.
AND they will be able to do it on the go from a mobile device! Woohoo – A Pages app!
Admins will also be able to associate their pages with hashtags (similar to LinkedIn Communities on a personal LinkedIn page), which means they will be able to keep an eye on what’s being said about their brand and other relevant topics. One huge downfall of the LinkedIn Company Page is that they have not been very interactive. Other than a few likes and comments, conversations haven’t traditionally occurred in that space. Now Page content can create conversations.
But wait, there’s more. While admins have been able to post content since the beginning of time, and native video for about 6 months, they can now share additional documents like PPTs, Word docs and PDFs. Yes folks, you can share actual resources, not just links, with your audience.
Speaking of content – Sometimes that’s where pages fall flat! If the Company Page has any content at all, it’s “sell sell sell.” Or at best, updates are simply shares from the company’s blog.
But I’ve always recommended the 4:1:1. Four pieces of curated content from industry influencers to one company post to one sales post. The new Content Suggestions tool does just that – it “surfaces the topics and content trending with their target audience on LinkedIn” that admins can use to curate and create content that their audiences are sure to engage with.
Oh, and there’s the new CTA button. Admins will also be able to add customized buttons to posts to drive specific actions, including “request demo,” “contact us,” “sign up,” “register” or “visit website.”
[click_to_tweet tweet=”Say goodbye to boring LinkedIn Company Pages! @LinkedInExpert shares the details of the new LinkedIn Page, which is more interactive and will help you start more sales conversations. #SellingWithLinkedIn #DigitalSales #SocialSelling” quote=”Say goodbye to boring LinkedIn Company Pages! @LinkedInExpert shares the details of the new LinkedIn Page, which is more interactive and will help you start more sales conversations. #SellingWithLinkedIn #DigitalSales #SocialSelling”]
Getting Your Team Involved:
I’ve been shouting from my soap box that Company Pages need to be seen as content hubs for employees, and the new Pages have features that make this possible as well. LinkedIn Pages will help admins amplify the voice of their employees that in turn will (hopefully) allow companies to build stronger and more personal relationships with their audience.
According to LinkedIn, this new suite of tools will, “help organizations engage their people by introducing the ability to discover and reshare their employees’ public LinkedIn posts from their Page.” Add to that the ability to respond to and re-share any posts on LinkedIn where a company’s Page is mentioned, and you have a really powerful new way to amplify.
How powerful will it be when your employees share customer testimonials and product reviews with their audiences? (Which in many cases will be bigger than the Company Page following!) To LinkedIn’s point, “This lets companies showcase conversations that people are having about them and can help their brand stand out above the crowd.”
Tearing Down the (API) Walls:
LinkedIn will also be opening up to 3rd party apps! One that I am excited about is a product integration with Hootsuite where admins will receive notification within Hootsuite when there is activity on their page. This is HUGE! Until now, all notifications were native to the Company Page itself (meaning you had to actually go into each page to see if there was any activity.) Now admins will be able to see notifications from many different pages in a 3rd party app.
LinkedIn has also partnered with CrunchBase – and that means more and better analytics, not just on one page, but amongst all your pages (if you happen to administer more than one LinkedIn Page for a client).
[click_to_tweet tweet=”#SellingWithLinkedIn is getting easier! #LinkedIn is rolling out Pages – the new interactive replacement for Company Pages, & @LinkedInExpert has all the info on how to make the most of the exciting new features. #Sales #LinkedInTips” quote=”#SellingWithLinkedIn is getting easier! #LinkedIn is rolling out Pages – the new interactive replacement for Company Pages, & @LinkedInExpert has all the info on how to make the most of the exciting new features. #Sales #LinkedInTips”]
The look is cleaner, too. The background image actually fits! (Although it’s not 1536 x 768 like LinkedIn says it is) I used a 1125 x 188 image and that plugged in pretty well.
You get a tagline under the Company Page Name – to really drive your message home.
You also get that new CTA button to drive traffic wherever you want. This is above and beyond the website in your description section.
You can still create Showcase Pages as Subpages to the new Pages as well.
[click_to_tweet tweet=”Check out the interactive features of the new LinkedIn Page – the upgraded version of the old LinkedIn Company Page! @LinkedInExpert shares what everyone should know, including the tools & even an app! #SellingWithLinkedIn #DigitalSales” quote=”Check out the interactive features of the new LinkedIn Page – the upgraded version of the old LinkedIn Company Page! @LinkedInExpert shares what everyone should know, including the tools & even an app! #SellingWithLinkedIn #DigitalSales”]
When Can You Get Your Pages?
Some people will already have the new LinkedIn Page (although maybe not the fully functional Content Suggestions Tool or other features as yet.) I noticed Vengreso’s existing page is still the old Company Page, but when I created a new page, I got access to some of the new features like the CTA button and Tagline.
According to LinkedIn, folks in the US will get access first and then it will be available worldwide over the next few weeks.
Get your page here: https://www.linkedin.com/company/setup/new/
For more information on how to engage your audience, check out our new 10 Steps to Launching a Successful Digital Sales Program here: www.LinkedInDigital.com
You can also create a stronger personal brand by going to: www.VengresoEbook.com
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