Last month, we hosted a webinar with LinkedIn on some of their latest updates for businesses. (If you missed it, you can grab the full recording here.)
A lot of great questions came up during the webinar that we didn't have time to answer, and it turns out, a lot of you had the exact same questions. So, we compiled them all and, well, that's why you're reading this blog post.
All those weird questions you had about LinkedIn are about to be answered -- and please, share any other questions you have about the platform in the comments.
Common Questions About LinkedIn Company Pages
1) Is a LinkedIn Company Page free?
Yes! You can create a company page for your business for free.
2) What's the difference between a LinkedIn Company Page and a LinkedIn Group?
Think of groups as places for discussions between individuals. Use groups to talk about current events and anything you're looking for individual opinions on. Use your company page as a tool for engaging with your followers and sharing news, company information, and helpful pieces of content.
3) How many company page updates should you post in a day?
HubSpot posts 4-5 updates a day to keep the content fresh on our page, but the recommended number will depend on what works for your business -- you may need less, you may need more. As you post, remember that maintaining quality and value for your followers should be your number one goal.
4) Can you manage more than one company page?
You can be the administrator of more than one company page. In order to do this, you must be associated with the company in your current job section on your personal LinkedIn profile, and have a company email address that is a unique domain. For example, our unique domain is <name>@hubspot.com.
5) How often should you update your cover photo for your company page?
For the most part, people will be interacting with your company through the updates they see in their newsfeed, so having optimized images in your posts is far more important than in your cover photo. That being said, make sure your cover photo is high quality and relates to your business. We update our company page cover photo whenever a new campaign is going on, or when we launch a new product. Our current cover photo has been up for over a month.
6) Is a company page a business account on LinkedIn?
Having a company page does not mean you have a business account on LinkedIn, which will allow you to create ads and sponsored updates. To start a business account, click here.
7) Can you separate your personal account from your company page when posting things on LinkedIn?
Yes. Posting from a company page that you are an administrator of will come up as if it comes from your company, but posting a status update from your personal profile will look as if it is coming from you personally.
8) Can you post to a group as a company?
No, you can only post to a group as an individual.
Common Questions About LinkedIn Sponsored Updates
9) What is a LinkedIn Sponsored Update?
A sponsored update is a new form of native advertising on LinkedIn that allows you to extend your reach and share your best content with your target audience through their news feed, and across smartphone, desktop, and tablet devices.
10) Can you target people by demographics in sponsored updates, or only location?
With sponsored updates, you can target based on demographics, skills, group involvement, job title, location, and company. Because of these robust targeting options, you can get your sponsored update in front of the exact audience you're looking for.
11) How does pricing or sponsored updates work?
Sponsored updates work on a bidding model, similar to other LinkedIn ads and typical PPC campaigns. You can bid on a cost-per-click (CPC) or cost-per-thousand impressions (CPM). You will set the maximum bid you're willing to pay for a click or impression, and your sponsored update will only show when the cost of a click is below your max.
Common Questions About LinkedIn Followers and LinkedIn Connections
12) Do the people who you personally connect with automatically become followers of your company page?
Your connections are personal connections associated with your personal LinkedIn profile. Followers of a company page are not the same. Followers must click the “Follow” button at the top right of your company page. Followers also do not need confirmation like connections do.
13) How do you get more followers to your company page?
Put LinkedIn follow buttons on your website pages to help drive relevant traffic to your company page, link to your company page in blog posts and in emails you send, and include social share buttons on all pieces of content you create. You can also link to your company page on other social media networks.
Bust most of all, a popular LinkedIn Company Page comes from a steady stream of high quality content that helps the follower-base, and ideally, prompts discussion.
14) Will all my followers see my company page post?
Not necessarily. Your post will show up in your followers’ news feed, but not indefinitely.
Common Questions About LinkedIn Analytics
15) What are "clicks," "impressions," and "engagement" of company page posts?
Each company page post gives you metrics to help you determine which post does best. "Clicks" refer to the number of people who click on your post, either to view the content or to come to your company page. "Impressions" refer to the number of eyeballs on your company page post, either in their newsfeed or on your company page. One person can account for more than one impression. "Engagement" is the collective number of likes, comments, shares, and clicks, divided by impressions -- it's given to you as an engagement rate. This shows you if you post was engaging to your followers.
16) Are the impressions of a post that is shared by a person counted in the company page analytics?
17) Where can I go to set up my LinkedIn company page?
Best of luck with your LinkedIn marketing efforts! Share your LinkedIn marketing secrets with us in the comments, won't you?