optimize linkedin

Michaela Alexis Shows How to Optimize LinkedIn Pages for Your Business

At this year’s virtual InBound event hosted by HubSpot, Michaela Alexa, a LinkedIn expert, and trainer, hosted an impromptu “Ask Anything Live” session – people asked questions in real-time, and she answered them. Meanwhile, we summarized all that valuable information for you in one piece. So, let’s delve right into it.

LinkedIn Pages Are Important

LinkedIn is a host to around 700 million professionals from around the globe. And for the first time, businesses have the opportunity to share their services on such a massive scale. Yet, most of them fail to take advantage of this amazing networking platform. And perhaps that’s because they don’t know how to use it properly.

The trickiest part about LinkedIn is standing out from other brands. How can you succeed in such a saturated digital networking space? 

In her Inbound talk, Michaela Alexis shows how you can build, grow, and convert your business through LinkedIn, and exploit the incredible amount of opportunity available out there.

She started as a LinkedIn creator back in 2016 as part of a company, but then went solo by 2018. And with all her experience, she has tons of strategies, tips, and tricks on how to best optimize LinkedIn pages for your company profile. 

So, let’s delve right into the question and answer session and see what we can learn from it!

Q. Should you post content on your feed as a user/personal profile? 

Yes, you should! But you can’t only rely on your personal profile. The reason for this is that personal profiles are relatively unreliable. For example, if you rely on a specific person in your organization to convey your brand’s message, what happens if they leave or stop using their profile? Hence, whether you use personal profiles or not, it’s still always important to have a company profile too. It also helps you create a business presence that’s bigger than just one person.

As Alexis described it, LinkedIn is like the world’s largest networking event that’s happening all the time. So, think of your personal brand as a way of introducing yourself and meeting people. But when it comes to sharing your services, showing what you have to offer, and building a community, that’s where company pages will benefit you.

Also, the audience of your personal content may be interested in what you’re doing (as an individual), but they’re less likely to care about buying your products or services. So, if you want to grow your business and generate real sales, a personal profile won’t be enough on its own. What you can do to best leverage a personal profile is to share company content through it:

  1. Share directly from the company page
    The LinkedIn sharing feature is actually not the best and often ends up leading to 10% less engagement than if you were to share content directly. So, Alexis recommends taking screenshots of company content as an alternative, and posting those directly on your profile. In this way, you can post content as a personal user while pushing traffic to your company at the same time!
  1. Tag the company
    You can talk about personal milestones as a regular LinkedIn user, but then also tag the company and add links to relevant people. It’ll help gain significant traction for your brand, and it’s worth testing out.

Q. Are LinkedIn Pages Dead?

Absolutely not. To put things into perspective, there are about 33 million company pages on LinkedIn! However, the problem is that most people tend to do a terrible job with company pages. They don’t use it properly and hence, we’re not aware of its potential. 

Again, having a company page on LinkedIn is like having a booth at the world’s largest networking event (just like an InBound event). 

And it’s like LinkedIn – the world’s largest networking event – is offering you a booth for free, but you’re not taking it. Either people don’t take advantage of it or do create a page but end up not using it.

Q. What do you recommend to get organic reach?

One of the most significant things to keep in perspective is that you’re trying to create a service hub for your prospects. So, unlike how a lot of companies tend to act, don’t talk at people, talk to them.

It’s also very important to ask yourself how you can best bring value to the people looking at your content. What piece of information is your prospect missing that will help them to either buy from you or work for you?

For example, if you’re a dentist and you’re on LinkedIn, you can ask yourself what may be holding back potential clients from making a decision?

Perhaps, they had a bad experience in the past and they’re nervous about the types of tools you may be used in procedures. Or perhaps, they’re afraid of trusting the dentist. Whatever you evaluate, use that information to direct and optimize your content in a way that answers these questions. This is very important to do if you want to attract customers.

And one of the best ways to do it is to have a FAQ section. Because guess what? FAQS shouldn’t just be reserved for your website. They actually offer some really valuable content, and if you add them on LinkedIn too, it can help you get that organic reach you’re looking for.

Other tactics/content pieces that work for organic reach:
  1. Polls – LinkedIn is a very passive social media channel, and polls offer a lot less commitment for a viewer than sharing a comment. So, you’re more likely to see more poll answers than likes/comments.Hence, if you’re struggling in creating content for your LinkedIn company page, try sharing polls to ask your audience about what content ideas they like the most and see what they say. Not only will this help you create content that performs well, but it will also make your audience feel heard, which is essential.
  1. Documents – While this is probably the least popular piece of content to share, it’s a relatively new feature on LinkedIn. And hence, when you share documents, the platform is likely to reward you for using their new feature; it will get attention. Moreover, for the busy people of LinkedIn, two of the most well-received pieces of content are checklists and templates.

Q. How can a marketing team make the most of LinkedIn and what’s their role in supporting sales use of LinkedIn?

  1. Training
    When it comes to training, it’s not only all about your marketing team. To make the most out of LinkedIn, offering high-value training to all your employees can be a gamechanger.LinkedIn right now is more important than ever, and serves as the only option for many people to network and build their business. So, it’s beneficial to train everybody on your team to utilize LinkedIn.
  1. Investing in Personal Branding
    You should make sure to optimize your LinkedIn profile the right way. It’s up to you what kind of impression you want to make on people when they first visit your profile. And first impressions are a significant deciding factor in whether a person will invest in your brand or not.Meanwhile, a smart brand-building technique is to invite your connections to follow your company page and engage with your content. Doing this on a regular basis can work wonders for company traction!
  2. LinkedIn Events & Team Involvement
    LinkedIn also recently introduced events – like webinars, seminars, etc. When it comes to events, you can invite about 500 people at a time! If you use this opportunity to your advantage, you can garner a lot of attention towards your brand.And when it comes to supporting sales use, you should consider what roles you want everybody to play on LinkedIn. So, ask your team members to invite their connections to events and allow them to be involved in the company pages.

Q. How often should company pages be posting content?

As long as you have something important to say and share the content of real value to people, it doesn’t matter how much you share. However, as a general rule, don’t share more than twice or thrice per day because then it gets too much. Sharing content once a day or once every two days is a good idea.

Like with Inbound 2020, Hubspot shouldn’t just be posting once a week with such a big event, but twice a day would’ve been the best strategy.

Meanwhile, to optimize your LinkedIn content, you can ask yourself questions like: what challenges do your prospects have, and how can you help them overcome them?

When you optimize your content for the people that it’ll be reaching and bring real value to them, it shows up in the results, and the content you do post ends up performing really well.

Q. How important is employee advocacy on LinkedIn, and do you recommend businesses encouraging it?

Absolutely. The power of one individual is incredible for the entire company. If you can take some of the strategies from personal branding and train your entire team on how to use LinkedIn, it will increase your company’s influence too.

Q. What’s the best tactic to attract and gain new B2B page followers?

To gain new B2B followers, one of the best tactics is to invite your connections to engage with your content (and also to invite the right kind of people).

Moreover, you can also share your company page in unique content. So, for example, if you just scored an amazing, new client, share that with your viewers but also tag the company. In this way, you take the trust you’ve created in your audience and channel it to the company page.

Just remember that if you’re talking about any person or company, always tag them. It’s crucial to do so because when you tag people in your content, it has the potential to reach their entire LinkedIn network as well!

Key Takeaway

So, to make the most out of LinkedIn, your aim should be to activate your company pages and post regular content on them that brings real value to your audience. Other than that, you should tag people or other companies whenever possible, explore LinkedIn events, create connections with the right people (and then invite them to those events), and finally, involve all team members in the process.

That aside, combining both personal and company profiles is a great way to garner traffic and generate leads from LinkedIn. So, as long as you produce content of value to people, you can build a whole network of professionals that can help you stand out from competitors.


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