LinkedIn groups versus company pages

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Building a rapport with your business’ target audience is a vital part of public relations (PR). You don’t have to invite them round for coffee, take them to meet your parents or introduce them to your dog. Thanks to social media, it’s much easier to build relationships than you think. 

By Ellie Clifford, account executive

According to a HubSpot study of over 5,000 companies, website traffic from LinkedIn generated a visitor-to-lead conversion rate almost three times greater than that from Twitter or Facebook. LinkedIn’s powerful conversion rate could make it the best place to start raising your profile online. 

LinkedIn allows you to share marketing material, monitor your audience’s current interests and participate in relevant conversations to position yourself as an expert in your field. 

However, for your business’ LinkedIn activity to result in new leads, you need to know how to use the platform correctly. A key part of this is understanding the difference between a company page and a LinkedIn group.


It’s all about you

Your LinkedIn company page is all about your business. You can use it to share marketing material, job vacancies and industry news. Your page gives you a chance to establish a group of followers interested in your business and its products or services. 

If you want to see how it’s done, take a look at our company page on LinkedIn – Stone Junction Ltd. You can quickly see that we are a technology and technical PR consultancy. We post regular updates to our company page, showcasing our clients’ amazing coverage and updating our connections on interesting technology stories. 

Though it’s important, a good company page is not always the best way to converse and engage with your audience. LinkedIn groups offer a much better platform for open discussion with your current and potential customers.


Join the club

LinkedIn groups are similar to discussion forums. You can feature up to three groups on your company page once you have joined them. The important thing to note is that it’s all about interacting with individuals — you can only post as a person, not as a company. 

Business representatives should not use LinkedIn groups to be directly promotional. People join groups because they are interested in the topic, not a company — they’d follow your page for that. 

You can use these groups to share insights and expertise from your business. Just like with published content, interaction on LinkedIn groups can position your company as a thought-leader in the industry, resulting in new leads. 

One of the groups featured on Stone Junction’s company page is called Industrial and engineering marketing professionals. Here, you will find articles on a range of relevant topics that may interest and inspire your marketing strategies. 

To develop relationships with your target audience on a human level and encourage their engagement with your marketing material, keep it simple — get involved in LinkedIn groups. 

For more information on how to use LinkedIn to market your business, contact me on 01785 225 416 or e-mail ellie@stonejunction.co.uk. Or, if you’d prefer, pop round for coffee and introduce us to your dog.

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