LinkedIn has become the go-to platform for professional networking, with over 61 million companies listed on the site. This means that standing out on LinkedIn and attracting the right audience requires careful consideration of your company page. Conducting a social media audit is a great way to identify areas for improvement and build trust with your audience.
To help you enhance your LinkedIn business page, we have outlined a 9-step audit process to optimize your profile for better engagement and increased referral traffic to your website.
9 Step LinkedIn Company Page Audit
#1 – Identify the Right Content Mix
Ensure your content mix includes a variety of formats such as promotional content, industry news, images, videos, and links to articles. Diversifying your content can keep your audience engaged and boost interaction.
#2 – Establish a Cadence
Post regularly on your LinkedIn page to keep your audience engaged. Pages that post consistently earn more followers, so aim for at least one post per day.
#3 – Post at Optimal Times of Day
Schedule your posts at times when your audience is most active on LinkedIn to increase engagement. Posting at strategic times can improve the visibility of your content.
#4 – Create Consistency with Your Company Name
Ensure that your company has a single, consistent LinkedIn page to avoid confusion among visitors. Match the branding of your page with your website for a cohesive brand experience.
#5 – Find the Perfect Profile Picture
Choose a high-quality profile picture that represents your brand effectively. Use your logo for instant brand recognition and ensure the image is well-cropped and clear.
#6 – Use a Cover Image to Create Continuity
Select a cover image that aligns with your brand’s identity and messaging. Change the cover image periodically to keep your page fresh and engaging.
#7 – Provide a Detailed Description
Use the description section to clearly explain your company’s value proposition and include relevant keywords for SEO benefits. Completing all sections of your profile can increase views and engagement.
#8 – Include a URL in the First Sentence of the Description
Place your website URL strategically in the description to drive traffic to your site. Keep the description concise to ensure the URL is visible without requiring users to click “see more.”
#9 – Dive into LinkedIn Analytics
Utilize LinkedIn Analytics to track the performance of your posts and understand your audience better. Analyzing data can help you optimize your content strategy for maximum engagement.
Know when to call in the professionals
If you find optimizing your LinkedIn page overwhelming, consider seeking professional assistance to enhance your social media presence. Contact us for expert insights and support in improving your brand’s social media profiles.
*Disclosure: LinkedIn is a TopRankMarketing client.
About the author
Debbie Friez is the agency’s Associate Director of Social and Influencer Marketing. Her 9+ years at TopRank Marketing, plus her diverse background in public relations and business development helps her lead our social media and influencer marketing teams. Debbie works closely with our robust network of B2B influencers across a variety of industries, providing influencer marketing program management and consulting for our top B2B tech and enterprise brands. She also is one of the best friends you can find, who is always in the know on the best restaurants, and happenings around Minneapolis.