Archiv für den Monat: Juni 2024

9 Step Social Media Audit for Improving LinkedIn Business Page Results

LinkedIn Company Page

It’s undeniable that LinkedIn* is leading the pack for professional social networks. In fact, more than half of all of the businesses in the world have created a business page on LinkedIn. With over 61 million companies listed on LinkedIn, the competition for the attention of potential clients and job seekers is at an all-time high.

One way to take a critical look at your LinkedIn business page is to conduct a social media audit and identify areas for improvement. Understanding the elements that will help you build trust with your audience and provide a seamless brand experience for visitors navigating between your website and LinkedIn Page are incredibly important in creating a cohesive strategy.

If you know that your company’s LinkedIn Page could be better, but you don’t know where to start, this guide is for you. The social media audit below identifies nine important elements of LinkedIn business profiles that can be improved in order to get more engagement from your audience, and referral traffic back to your website.

Ready to see how many of these items you’re executing successfully and how many are an opportunity for improvement as part of your social media marketing strategy?

9 Step LinkedIn Company Page Audit

#1 – Identify the Right Content Mix

“Content mix” refers to the different types of content posted on your LinkedIn Page. The first step is to analyze what types of content are regularly published on your business page.

Content types can include:

  • Promotional content
  • Industry news
  • Images
  • Carousels/flipbooks
  • Videos
  • Links to helpful articles

Ideally, all of these content types should be present in your content mix. Posting only one or two types of content will bore your audience. Engage your audience by posting a variety of content to your LinkedIn business page. Don’t forget to include visual content in your mix: status updates posted with images generally get as much as twice the engagement and comments as updates without images.

#2 – Establish a Cadence

How often does your brand post on LinkedIn? Are your updates posted regularly, or do days or weeks pass by with no content? Aim to post at least one message a day on your LinkedIn business page in order to begin engaging your audience and create the expectation that visitors can discover new content on a daily basis. Per LinkedIn, Pages that post at least weekly earn up to 5.6x more followers on average than Pages that post less frequently.

#3 – Post at Optimal Times of Day

Now that you know how often you’re posting, consider what time of day updates are typically posted. Do you use a social media management tool to schedule updates at specific times, or do you post updates whenever you can find the time?

Scheduling your updates to post at a time of day when the majority of your followers are on LinkedIn is a great way to increase engagement with your content.

According to research conducted by Hootsuite, the best time to post on LinkedIn overall is 1 pm CST on Mondays, though their research also found posting earlier in the day was highly successful.

Hootsuite’s research even determined the best time to post on LinkedIn each day:

Source: Hootsuite

#4 – Create Consistency with Your Company Name

This seems like an easy one, but it can have a huge impact on how visitors find and perceive your LinkedIn Page. First, search for your company’s name on LinkedIn. How many results appear? Some brands have multiple Pages on LinkedIn, which can make it very difficult for visitors to know which page is the “correct” LinkedIn business page to visit.

If your brand has multiple LinkedIn Pages, consider consolidating into one just one page. If your brand has multiple markets, products, or business units, create showcase pages to speak to those different segments.

Finally, ensure that the spelling/aesthetics on your LinkedIn business page match the branding on your website. This will provide a consistent experience for visitors, and help them understand that this page is the “official” LinkedIn page for your brand.

#5 – Find the Perfect Profile Picture

Take a critical look at the profile picture on your LinkedIn company page. It should be a clear, well-cropped image that showcases what your brand is all about. What’s most important is to ensure that your audience can easily recognize the profile image. Most companies opt to use the brand logo for their LinkedIn profile. This is a great way to improve brand recognition.

The image should be high resolution, and perfectly cropped. Grainy, off-centered images may give your business page an unprofessional or sloppy appearance. The size of LinkedIn profile pictures is 50×50 pixels.

#6 – Use a Cover Image to Create Continuity

The cover image is the long, banner-like photo that appears behind your brand’s profile image on your Page. The cover image should in some way indicate what your company does. If you work for a healthcare organization, an image of a hospital may be appropriate.

They say that one image is worth 1,000 words, so use an image that speaks to your company’s area of expertise. Create a custom image that overlays text on an image in order to include a message, tagline, or information about your brand in the banner image.

LinkedIn recommends your background photo be a JPG or PNG file, less than 3MB, and 1128 (w) x 191 (h) pixels. As with your profile picture, make sure your background picture is high resolution.

Consider changing the cover image on your LinkedIn business page on a quarterly basis to give your page a fresh, updated appearance. The cover image may correspond to a season, event, or important product offering.

#7 – Provide a Detailed Description

Use the description section of your profile to explain what your company does. Avoid vague, industry jargon in favor of precise language and keywords that explain how your company provides value to your customers. Don’t forget that LinkedIn Page descriptions are crawled by Google, which means that you should include keywords in the description section.

Make sure to complete your Page by filling out the sections provided for specialties, website, industry, type of business, address, and company size. LinkedIn shares that Pages with complete information get 30% more weekly views.

#8 – Include a URL in the First Sentence of the Description

When you visit LinkedIn company pages, you’ll notice that only the first one or two sentences of the description appear, unless you click “see more” or “show all details.” If you’d like to drive more referral traffic to your website, either include your brand’s URL in the first sentence of the description, or keep the description short enough that visitors won’t have to click “see more” to find your website URL.

#9 – Dive into LinkedIn Analytics

LinkedIn business page administrators should take advantage of the data collected within LinkedIn Analytics. Get insight into which updates are performing best by viewing impression, click, and engagement metrics for each update. You can also see how much reach and engagement your updates receive over time. LinkedIn’s unique demographic data can show you what industries your fans and visitors are from, what their job functions are, what their seniority level is, and what size company they work for. This information can help you understand more about your audience, and their interests.

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Know when to call in the professionals

If you’re overwhelmed by how much time and effort it takes to conduct a social media audit or optimize your LinkedIn company page, it may be a sign that it’s time to call in the reinforcements.

Do you feel that your LinkedIn Page could be better but don’t have the time it takes to update and maintain it? Do you crave more expert insights and tips for improving your brand’s social media profiles? Contact TopRank Marketing to learn more about our social media audit services .

*Disclosure: LinkedIn is a TopRankMarketing client.

The post 9 Step Social Media Audit for Improving LinkedIn Business Page Results appeared first on TopRank® Marketing.



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Why You Need an Influencer Strategy (and How to Build One)

“We want to do influencer marketing!” We hear this a lot. But it tends to come with other questions: “How do we go about it? What will go into it? And, how will we measure it?”

Sound familiar?

It’s like when you say, I want to go on an overseas trip for vacation this year. But, where do you want to go and when?

Your vacation planning needs to include a destination, airline tickets, accommodations and some idea of what you want to do and see. Otherwise, the vacation anxiety will set in and the exciting trip abroad may never happen.

Just like a well-planned vacation, any good influencer marketing campaign or program starts with a thoughtful strategy. About one-third (34%) of respondents in our 2023 B2B Influencer Marketing Report said their B2B influencer marketing strategy is “extremely effective.” Don’t you want to be a part of this group? There’s no reason you can’t! But jumping in without clear objectives and planning will cause a lot of anxiety and, usually, a lackluster program.

If you are considering an influencer program or campaign, you will need a strategy. Let’s review the key elements of that strategy.

Why influencer marketing for your brand?

Markets are crowded, and as you try to stand out from the crowd, you need new avenues to be seen by your audience. Knowing that people want to hear from people, instead of brands, opens up the possibility for influencers to bring a more human perspective to your audience.

Benefits of Influencer Marketing:

  • Increase brand awareness by reaching new audiences
  • Garner trust
  • Grow credibility and brand reputation
  • Support content and social media marketing strategies
  • Add to your brand thought leadership
  • Improve brand advocacy
  • Build long-term relationships with industry professionals

As with any good tactic, having the strategic plan to help guide your team gives a clear roadmap to follow. It will guide the way to success, much like mapping out your vacation will help you find your way in an unfamiliar land.

Creating your influencer strategy

Are you ready to break through the content clutter with great B2B influencer content? Then it’s time to create your strategy. Similar to your overall marketing plan, a good influencer strategy will include:

  • Goals and KPIs
  • Program objectives
  • Audience identification
  • Influencer types, tiers and selection criteria
  • Outreach plan
  • Content plan
  • Reporting, measurement and optimization

Your influencer marketing strategy needs to hone in on the specifics of your approach, and who will be involved in the plan.

Setting achievable goals

Where do you plan to go on your exciting trip abroad? I might say I want to go to Bali, and then I set a goal to get there. That’s achievable, if I have the budget for the airfare and accommodations.

The same goes for a good influencer strategy. It begins with setting goals. And, with that, understanding how you achieve that goal and measure your success.

A common goal for influencer marketing is increasing brand awareness. As mentioned, influencers bring a new audience to your messages, helping you grow awareness and share of voice in your industry. Remember, it is important to measure the current level of awareness for your brand so you can identify the changes that come from your campaigns. The key to success is setting achievable, measurable goals that aren’t shrouded in ambiguity.

Be honest about your goals and make sure the tactics match up. If your plan says you are looking to increase awareness, but in reality you really need leads, don’t be surprised if you do not see leads coming into the funnel. Lead generation can happen, but that needs to be planned upfront with the tactics you choose.

Helpful tip: Be sure to set benchmarks upfront, so you can accurately measure success and impact. Influencers can help you understand the results to expect from working with them. So, don’t be afraid to ask them upfront for benchmarking purposes.

Audience identification

Most brands have documentation on who their primary audience is, but you may want to narrow in on a particular segment of that audience. Documenting the audience helps you identify the right influencers. It also helps the influencers understand who they are trying to reach.

Influencer types, tiers and selection criteria

Who do you want to engage with for your influencer program?

Strategy development is a key time to review the type of influencer you will want to reach out to for involvement in your campaign. This is not the time to create a full list of influencers. Instead, set your focus by deciding if you want to include thought leaders, niche experts, practitioners or internal influencers, and what percentage of the total for each profile.

This is also a time to set your selection criteria. Beyond the type of influencer, what do they need to be talking about? What can’t they be talking about? What platforms are they active on? These are just a few of the questions you should address in the strategy.

And, don’t forget to consider employees or executive leadership into your mix. Social media posts from employees, that are personalized, generate 64% more engagement than brand content. Plus, the clickthrough rate on the same piece of content is two times higher when it’s shared by an employee versus a company according to Business2Community.

Don’t forget to account for word of mouth!

Have you ever had a friend come home from an amazing vacation, and then you find yourself planning to go to the same location on your next trip? They were a fan of that amazing place, and now you want to be a fan, too.

Who are your brand’s fans? Consider adding your clients and customers as part of your influencer mix. Finding advocates or fans is more authentic and impactful for your potential clients.

Outreach plan

How will you connect with potential influencers? Even though you don’t yet have your final list of influencers, you need to think strategically about how you will engage them.

Some questions to address with your outreach:

  • How will you contact the influencers?
    • Are you building in time to understand who they are and how to nurture them in advance?
    • What channels will you use?
  • What are the key points that your outreach message includes?
  • What are you asking the influencers to do?
  • Who will be doing the outreach?
  • How will you keep track of the correspondence and activations?

This is a good time to recognize the value of an influencer brief, and plan for that creation before you contact the influencers.

Content planning

Depending on your objectives, the tactics and types of content you include may vary. But this is a great time to work through themes as well as the look and feel of the content. Design is important for any brand content. It is also a nice share if you plan to ask influencers to use any brand images.

Content planning is the first step in developing the influencer brief. The aim is to help the influencers understand what you are asking them to create or do.

Review and optimize

Sometimes while you are on vacation, a wonderful opportunity – like an amazing tour or a cooking class with a local chef – becomes available. Even though it was not in the original plan, you wouldn’t want to miss out on that experience. So, you adapt your vacation plans and make room for the new experience.

As you are analyzing your influencer marketing program, you will often find new opportunities along the way. Or you might see that a particular tactic is not working, so your team pivots. Understanding this upfront is key, so the team is prepared to stay agile and take advantage of the learnings as the program unfolds.

Through measurement and reporting reviews, you can see patterns and actions that lead to your desired outcomes. Be ready to ideate on your plan and consider your next steps.

Measurement metrics you can use to track the success of your influencer marketing campaign may include: engagement rates, website traffic, and conversions. Use tools like Google Analytics and social media insights to gather data.

Is your B2B influencer marketing strategy ready to take off?

Now that you have your plan of action, it’s time to go! The vacation anxiety is gone because you know exactly how your vacation should play out.

The same goes for your influencer program. The plan is in place and that strategy will guide you to success.

Need help with your influencer marketing strategy? Check out our services and let our team of experts guide you to high-flying success.

The post Why You Need an Influencer Strategy (and How to Build One) appeared first on TopRank® Marketing.


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