Engagement from your followers is key if you want to get your message across via your LinkedIn company page - and other social media outlets. Posting a lot of content without getting a response is not only discouraging for yourself (and your content editors) but it's also bad business. You spend all this time without getting any ROI.
Could your time be spent more wisely? Probably.
Why post anything at all?
First of all, it may be worthwhile to take a step back and look at your overall SoMe strategy, however, this is outside the scope of this blog post. But we urge you to consider the following two pieces of advice:
1) Aim for engagement but back it up with quality content
If you solely post content of low quality and drive traffic with click-batey links, you may initially achieve a lot of engagement but you definitely will not build a following which is relevant to your business.
2) Don't forget the long-term investment in your website's SEO
Our LinkedIn Tip of the Week series is published via our newsletter, Facebook and LinkedIn but the bulk of the content is always posted on our website. This means that our site's SEO rating on LinkedIn-related topics is rising, week by week. Also, to see the full post, users have to visit our website where we can advertise our services in the context of the blog post.
How do your get people to engage with your content?
This is the tricky part, and there really is no one-size-fits-all approach to securing engagement from users. But the below pointers will get you on the right track.
1) Ask questions or include a call-to-action
If you ask a question in your post, you're more likely to get engagement from your audience. Also, even if you're posting a simple status update, adding a call-to-action link will increase engagement.
2) The ambassador effect
Your employees are your best ambassadors and you should definitely use this to your advantage. For instance, a job posting for a sales executive which is shared by the sales staff in your organisation will get tremendous reach, especially if your company is big. It's safe to assume that sales people tend to have a large proportion of sales people in their network so the shared posts will be seen by the right people.
3) Stand out with the right image
Like it or not, posts with images draw more attention, regardless of the subject matter. Pick a picture that's relevant to your post - or use an image from the page or blog post you're linking to.
4) Cross-post in LinkedIn Groups
LinkedIn Groups can be a powerful tool. Sharing content from your company page to relevant groups, can drive engagement to your page. But be careful, some groups are merely a long list of very spammy posts - try to avoid these.
Your can read more about using LinkedIn Groups in our previous blog post.
5) Be generous
Remember to share interesting and relevant information from outside sources. If you're not afraid to share content from other companies related to your business, the credibility of your company page goes up. In addition, more people will become aware of your existence, which is always a good thing.