by Are you taking advantage of the latest LinkedIn features for company pages? Is it time to revisit your LinkedIn strategy?
In this article, we’ll explore the best LinkedIn company page strategies.
New Features for LinkedIn Company Pages
LinkedIn company pages have undergone significant changes recently, offering new opportunities for B2B marketers to enhance their brand presence and engage with their audience.
Keep reading to learn how to make the most of past and present LinkedIn features in the coming year.
#1: New Layout and Admin Features
LinkedIn has completely revamped the company page layout, making it more user-friendly for admins and visitors. This redesign addresses previous issues where settings and features were difficult to locate, often buried in multiple menus.
The new admin view includes four enhancements:
- A left-hand menu for easy access to settings, events, newsletters, and page updates
- A “Today's Actions” section highlighting tasks like responding to comments and engaging with pages your page follows
- Quick access to analytics and performance tracking
- A dedicated feed showing posts from pages you follow as a company
This redesign aims to streamline page management and encourage more frequent updates. Michelle emphasized that this new layout reflects LinkedIn's increased investment in company pages, with the Pages team growing from 5 to 30-40 people in recent years.
The layout has also been updated for page visitors, though some changes may not seem ideal. For example, the newsletter section is at the bottom of the page, which Michelle feels should be more prominent given its importance.
#2: Enhanced Engagement Capabilities
One of the most significant changes is the ability for company pages to comment on other users' posts. This feature allows brands to:
- Follow and engage with other company pages
- Comment on posts in the home feed using an “identity switcher.”
- Increase brand visibility and foster relationships within their industry
LinkedIn has also introduced an “identity switcher” feature, allowing page admins to quickly switch between their personal profile and company page when commenting on posts in their home feed. This makes it easier for brands to engage in conversations and maintain a presence across the platform.
When commenting as a brand, Michelle recommends personalizing responses by adding the commenter's name (e.g., “—Mike”) to maintain a human touch. However, she cautions against overusing this feature, advising brands to be mindful of adding value to conversations and avoiding spam-like behavior, especially on competitors' posts.
#3: Premium Company Pages
LinkedIn premium company pages offer additional features for a monthly subscription (approximately $100 or $75 if paid annually). Key features include:
Custom CTA Button: A prominent call-to-action button at the top of the page, linking to external websites or resources. While this feature was previously free, it's now part of the premium package. Options include “Visit my website,” “Visit my store,” “Subscribe to our newsletter,” and “Contact us.”
Custom Highlights: This feature allows businesses to showcase awards, certifications, or company achievements with images and text. It allows businesses to display social proof and differentiators directly on their page.
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GET THE DETAILSPage Visitor Insights: This feature provides information on who has visited the page. However, it is currently limited to showing only one visitor per day, and users must opt-in to be visible.
AI-Assisted Post Drafting: This feature aims to assist in content creation using LinkedIn's AI tools. While still in the early stages of development, Michelle suggests it may currently be more beneficial to use other generative AI tools for better results.
Custom Testimonial: The option to prominently display a single testimonial (up to 250 characters) on the page, including an image or logo. This feature allows businesses to showcase social proof from clients or industry leaders.
Auto Invites: Automatic invitations sent to users who engage with page content but aren't followers. This feature aims to help grow page followers more quickly.
The value of these premium features may vary depending on each business' specific needs and budget, so Michelle encourages users to take advantage of the 30-day free trial to assess the benefits for their particular situation.
#4: RSS Feed Integration
LinkedIn now allows company pages to connect RSS feeds from blogs, podcasts, and YouTube channels. This integration automatically creates draft posts when new content is published, simplifying content sharing and cross-promotion.
Key benefits of this feature include:
- Automated reminders to share new content across platforms
- Simplified process for cross-promoting content from various channels
- Timesaving for page admins by reducing manual post creation
While the current implementation creates basic draft posts with just the link, Michelle anticipates future improvements that may allow for more customization and templated posts.
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#5: LinkedIn Newsletters
Perhaps the most exciting development is the introduction of LinkedIn newsletters for company pages. Michelle shared an example of a client with 150K page followers who gained 25K newsletter subscribers within one week of launching and 40K subscribers within two weeks.
This tool has the potential for rapid audience growth and offers numerous benefits for B2B marketers:
- The ability to build a subscriber base directly on LinkedIn
- Notifications are sent to subscribers for each new issue (either through the LinkedIn notification system or email, depending on user settings)
- Potential for significant initial reach, as your first newsletter is sent to all page followers
- Opportunity for in-depth thought leadership content
- Integration of various media types (images, podcasts, videos)
- Indexing by Google, increasing off-platform discoverability
Newsletters can be sent as frequently as desired, though Michelle advises paying attention to audience engagement and unsubscribe rates to determine the optimal frequency. The format allows for short, curated content and long-form, in-depth articles, making it versatile for various content strategies.
#6: 8 Strategies for Success
To make the most of these new features, consider taking the following actions:
1. Update your company page regularly and engage with other pages in your industry. Use the new admin interface to stay on top of engagement opportunities.
2. Experiment with premium features using the 30-day free trial to determine their value for your business. Pay particular attention to features like the custom CTA button and testimonial display, which can drive traffic and build credibility.
3. Integrate RSS feeds to streamline content sharing across platforms and maintain a consistent presence on LinkedIn with minimal additional effort.
4. Launch a LinkedIn newsletter that focuses on providing valuable, in-depth content for your audience. Use this opportunity to showcase thought leadership and industry expertise.
5. Leverage both personal profiles and company pages to maximize reach and engagement. Michelle emphasizes the “power of two” in building personal and company brands on LinkedIn.
6. Monitor analytics and subscriber feedback to refine your content strategy. To optimize your approach, consider engagement rates, subscriber growth, and content performance.
7. Consider using the newsletter feature as an alternative or complement to off-platform email newsletters, especially if you're finding it challenging to build an email list independently.
8. Explore creative ways to repurpose existing content into newsletter format, taking advantage of LinkedIn newsletters' multimedia capabilities.
As LinkedIn continues to evolve its offerings for company pages, B2B marketers have an unprecedented opportunity to build brand awareness, establish thought leadership, and connect with their target audience on the platform. By staying informed about these changes and implementing a strategic approach, businesses can unlock the full potential of their LinkedIn presence.
Remember that these features are still evolving, and LinkedIn will likely continue refining and expanding its offerings based on user feedback and platform goals. Stay tuned for future updates, and be prepared to adapt your strategy as new features become available.
Michelle J Raymond is a LinkedIn strategist who helps businesses audit LinkedIn Company pages, train teams, and develop their LinkedIn strategy. Her latest book is Business Gold: Build Awareness, Authority, and Advantage With LinkedIn Company Pages. She's the host of the Social Media for B2B Growth podcast. You can find her on LinkedIn.
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