The missing Link?

Most people think of LinkedIn as an individual, as opposed to organizational, marketing tool. And sure, it’s quite a potent tool for a lot of professionals – salespeople and HR teams, for example. (And aspiring motivational speakers, judging by one’s feed on certain days.)

Companies who overlook or neglect their company pages on LinkedIn, however, may be overlooking an important and undervalued weapon in their enterprise marketing arsenal.

In addition to the marketing value LinkedIn offers individuals, its company pages can be a potent tool for organizations as well. While they function most similarly to Facebook pages – content posting in a single-column, reverse-chronological feature – their features (and potential benefits) differ slightly. For almost all brands, the most important features and benefits of a well-managed LinkedIn company pages include:

  • A captive audience. People are on Facebook, Twitter, Instagram, et al, for personal experience as often as for professional reasons, if not more. Not so with LinkedIn, where users are almost exclusively focused on professional stuff.
  • Corporate communications tool. A LinkedIn company page provides an excellent secondary channel for corporate communications like press releases, product launches and links to positive media coverage.
  • Culture communications platform. Company pages can be a real asset for HR teams in their recruiting efforts, by providing a good platform for highlighting all aspects of company culture and employee experiences.
  • Industry research and intelligence source. Company pages for competitors, vendors/suppliers, trade media, etc., can be rich sources of industry trends, developments and opportunities.
  • Content marketing. Company pages are also great secondary channels for blog posts and other content you’re already generating as part of an overall content strategy.
  • Driver of website traffic. Facebook’s ultimate goal with everyone – brands included – is to keep them contained within Facebook as much as possible. LinkedIn company pages, on the other hand, can be a useful tool for driving incremental traffic to your website on a consistent basis.

It can be easy to overlook the LinkedIn company page as an important tool for brands, especially when dealing with limited time and resources. The good news? They can also be easy to integrate them into an overall social marketing plan – and almost always worth the time and resources.

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