What to post on a LinkedIn company page?

​​LinkedIn is an essential platform for B2B marketers, with 94% of them utilizing it to distribute their content. The effectiveness of LinkedIn in driving sales conversion has contributed to this surge in B2B LinkedIn marketers. 

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Building a strong company page on LinkedIn can significantly enhance brand value and foster professional relationships and partnerships. To maximize the impact of your LinkedIn company page, here are some valuable tips to consider: 

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1. Frequency: Posting at least once a day is recommended by LinkedIn, but if you can’t commit to that many posts, statistics show that companies that post weekly experience twice the content engagement. Ensure your videos are short, engaging, and relevant to your audience.
2. Interaction: Don't just post and log off. Respond to comments, actively engage with your audience, and share other people's posts. This fosters connection and strengthens your network.
3. Pro Tips and Business Hacks: Offer valuable insights and practical advice to your audience. Sharing industry-specific tips will position you as an expert and attract readership.
4. Opinion Pieces: Establish yourself and your brand as a thought leader by sharing opinion pieces. Express your unique perspective on industry trends and challenges.
5. Testimonials and Reviews: Demonstrate your authority and credibility by showcasing testimonials and reviews from satisfied clients. Additionally, offer project demos to potential clients to illustrate your capabilities.
6. Customer Success Stories: Highlight how your brand has contributed to the success of your customers. These real-life examples demonstrate your value and build trust with potential clients.
7. Start a Discussion: Encourage engagement by asking questions that invite participation. Sparking conversations within your content generates exchanges and boosts overall engagement.
8. Company Culture Posts: Give your brand a human touch by sharing posts that showcase your company culture. This allows your audience to connect with the people behind the brand, fostering a sense of trust and familiarity.
9. Industry News and Updates: Stay informed about the latest news, updates, and statistics in your industry. Sharing relevant information keeps your audience informed and positions your brand as a reliable source of knowledge.
10. Personal Posts: Share personal stories that are sincere and appropriate for the occasion. This helps establish emotional connections between you and your audience. For example, share your startup journey, company diversity initiatives, or end-of-year reflections.
11. Experiment with Content Formats: Keep your content dynamic and attention-grabbing by utilizing polls, carousels, images, videos, PDFs, events, and other engaging formats. Experimentation keeps your content fresh and captivates your audience.
12. Inject Humor: Break away from strictly professional content and add some humor to your posts. Making your followers smile creates a positive association with your brand.
13. Leverage Videos: Take advantage of the popularity of videos on LinkedIn. According to LinkedIn, videos are five times more likely to initiate conversations, and members spend three times more time watching video ads than static content. If you don’t have the capacity to produce videos, carousels have high engagement rates as well.
14. Holiday-Appropriate Posts: Tailor your content to align with relevant holidays or events, such as Christmas, Pride, Women's Day, etc., while staying relevant to the brand. This demonstrates your brand's inclusivity and relevance.
15. Use Popular Hashtags: Stay up-to-date with trending topics and hashtags. Incorporate these into your posts to increase the discoverability of your content. Tip: Contrary to Instagram, LinkedIn recommends no more than 3 hashtags per post. 
16. Cross-Promotion: Link your LinkedIn page to your other social media accounts. Let your audience know about the channels available for them to connect with you. This cross-promotion expands your reach and encourages a diverse audience.
17. Get the Crew Onboard: Remember, your employees are valuable brand advocates. Engaging them on LinkedIn humanizes your brand and reflects your values. HubSpot Research reveals that 89% of brands will continue investing in content that humanizes them.
18. Collaborative Articles: These are AI-powered conversation starters that are alive and highly insightful, initiated by LinkedIn which then invites a select group of experts to contribute their own ideas, examples and experiences. You can share, react to, and save collaborative articles.

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In Conclusion

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Optimizing your LinkedIn company page requires a strategic approach and some solid content efforts. By following these tips and leveraging the diverse content options available, you can create a powerful online presence that drives engagement, builds professional relationships, and boosts your brand's value. Need a hand with creating dynamic content for your brand? Shoot us a message!

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Keywords: LinkedIn marketing, how often to post on Linkedin, customer success stories, content formats