Your LinkedIn company page should be a pipeline for lead generation, but for many companies it’s not. Why? It’s not enough to just set up a page and sporadically post updates. If you really want to open up the floodgates for lead generation, you need to be intentional in your strategy. Here’s how:

1. Convert with visuals.

Before turning your attention to company updates, take a moment to perfect your Page Header. Create a visually interesting image that compels visitors to learn more about your business. Highlight a common industry problem along with a current product or service offering. Or, as HubSpot does in the example below, connect with why most folks are on LinkedIn in the first place: professional networking and career development.

HubSpot takes a common interview question – “Where do you see yourself in five years?” ­– and makes it the centerpiece of an interactive campaign, including a career growth and development quiz.


Kissmetrics follows a more traditional approach in showcasing their products and services, but still does so with a clear call to action (a free trial offer) and a simple headline explaining the company’s services: marketing optimization.


2. Share conversion-optimized content.

First off, conversion-optimized content is not the same as promotional content. Company page updates should follow the 80/20 rule. Eighty percent of your Company Updates should contain educational/informative material and the other 20 percent can be promotional. What does this mean? Educational material can still be conversion-oriented with a strong call to action. Make sure all your recent updates are clickable by including links back to your website or blog.

However, even with a promotional post, word it carefully to prevent it sounding like spam. In the example below, Kissmetrics touts five big improvements that it made to people search. Significantly, the post excerpt reads like a news item, rather than an advertisement. Other examples of great “promotional” posts include updates that give followers a sneak peak into a new product or service before it launches– and includes a call-to-action for a trial offer.


Remember, businesses that post excessive updates are subject to review by LinkedIn and in extreme cases could have their page removed.

3. Widen your reach.

While your company updates are public and can be viewed by anyone accessing your page, only page followers will also see your updates automatically on their homepage. This means that the reach for most company updates will be limited to your existing followers. If you want to share longer thought leadership posts with a wider audience, publish on LinkedIn Pulse.

4. Use targeted updates to reach a global audience.

Does your company do business overseas? Would it like to? Reach a targeted global audience by customizing your company updates by geographic location or specific languages.

5. Post more than just blogs.

LinkedIn Company Updates support a wide range of content including website links, images and infographics, SlideShare presentations, and YouTube and Vimeo videos. Diversify your post types for better content engagement. The better your page content, the greater the likelihood for authentic engagement through likes, comments and shares.

6. Be consistent.

According to LinkedIn, companies that post 20 times per month reach at least 60 percent of their followers with one or more updates. Not up for such an aggressive posting schedule right out of the gate? Start small with an editorial calendar and build from there. Plan out 2-3 posts per week for one month, assess engagement levels and post reach, tweak your strategy, and grow from here!

Bottom line:

Members engage with companies that offer ideas and solutions– and they’re interested in a broad range of topics. In addition to career-focused content, LinkedIn reports the following:

  • 60% of members are interested in industry insights
  • 53% are interested in company news
  • 43% are interested in new products and services

Before posting anything, stop and ask yourself, “Does this truly deliver value?” If the answer is no, re-work or go back to the drawing board. Consistent posting is good, but it’s better to post fewer, higher quality pieces than rush out multiple updates that hurt your brand.

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