Get Up to 40% More from Your LinkedIn Company Page

Posted on August 5th 2014

Get Up to 40% More from Your LinkedIn Company Page

I managed a LinkedIn Company Page that was selected as one of the Top 10 LinkedIn Company Pages for 2013, so I know a little bit about what I am doing when it comes to building up readership, impressions and interactions on LinkedIn. Last month, I added "Do You Want A Top 10 LinkedIn Company Page?" - and today I am going to provide more detail behind my tip #4 about uploading your own image to Company Page status updates.

I started experimenting with different types of Company Page status updates in November 2013, and discovered that posts with larger images tended to do better than posts with the standard thumbnail images provided when you copy and paste a link into a status update.

However, I did not realize the true impact until I went on vacation in April and decided to run a comparison test. I normally post all of my Company Page status updates directly via LinkedIn since I have not been able to get satisfactory results with any of the major scheduling tools. Since I was going to be on vacation and would not be able to manually post my updates each day, I scheduled the daily updates for the week using Hootsuite. To make the test fair, I re-purposed updates that had been posted a month ago so I would have a comparison between the 'big' images and standard thumbnail images.

What were the results? Before I explain how I create the large images, I want to share my interesting results.Here are how two of the test posts performed in side-by-side views:

As you can see, the posts with the larger image did significantly better than the posts with the standard image by a large margin. The posts used the same introduction, shortened link and image, and the only difference was that I created and uploaded an image with an embedded headline for the large image posts.

You can also see the impact of the experiment when you look at the Company Page Analytics for Reach and Engagement for the week I was on vacation. There was a 40% drop in average impressions and a 70% decrease in average clicks for the week of the standard image test.

 

 

 

 

 

 

 

How do I create larger images? I use a couple of tools to accomplish this feat - specifically, Powerpoint, Snagit and Canva. Granted, creating and adding larger images to your status updates will add additional time to your posting process. For me, the process probably added less than five minutes to the time it used to take me to create status updates -- but the time spent was well worth it to me in terms of impressions and engagement. You may want to experiment with what tools work best for you, but here are the three primary image tools I use:

Snagit from Techsmith is a screenshot tool that lets me grab any image or portion of an image from any website, article or document on the web. In most cases, I use the image that is already included in the article and use Snagit to create a screenshot of the image. Then I use Snagit's editing tools to add a title, border or cut out unwanted parts of the screen grab. I also add a photo attribution in the bottom corner of the screen to make sure I give credit for the image's origin.

Canva is a personal design tool that lets you easily create graphics to upload to blogs or other social media accounts. Canva is like Adobe Illustrator, but totally web-based and free. They also have lots of free images and clip art to use as well as images that you can purchase for $1. Guy Kawasaki is the Chief Evangelist for Canva and he has been posting links and updates about Canva on Facebook, Slideshare and other social media sites. Once I create something in Canva, I can either save it as a JPG or I use Snagit to create a screenshot of the image. Even if you don't use Canva for creating status update images, it is worth adding to your toolbox.

I use Microsoft Powerpoint as my default image creator, but you could use any other tool that you can comfortably use. I copy images snagged via Snagit or Canva and paste them into Powerpoint where I can add additional text, combine multiple images or add shading and borders.

To add an image to a status update, click on the paperclip icon as shown below to add the file from your hard drive. Then you will need to write a snappy introduction or headline. Don't forget to paste in your shortened URL so people know what to click to view the content. I use Hootsuite to generate my short URLs, but you could also use bit.ly or another service to create your own short URL.

Additional Tip - When I am creating my own images, I have found that I get more clicks when I embed the title of the article in the image. Including the title instead of just an images gives the reader a visual incentive to explore the link - especially if the article's title is catchy or unique. People are bombarded with so many content possibilities these days that it helps to do anything to stand out from the crowd.

Conclusion - If you are not using BIG images with your Company Page status updates, you are throwing away at least 40% of your impressions and more than 50% of your clicks. I do see larger images on a few company pages, but it appears that most company page administrators have not figured out this trick yet.

Let me know if you have tried larger images for your LinkedIn Company Page posts yet and if your experiments validate my results.

 

TomHumbarger

Tom Humbarger

I am a "digital citizen with analytical chops, a wide marketing reach and consummate content creation skills" – and, a thought leading trailblazer who moves easily between high- level strategy and roll-up-your-sleeve implementation.

My Social Media and Digital Marketing experience covers a wide range of industries and company types.  In particular, I excel at:

  • Developing and implementing social media strategies, including reputation management
  • Monitoring and gathering insights on markets, customers, prospects and competitors
  • Generating awareness and demand through pioneering marketing and social media programs
  • Creating and curating content management programs that raise brand awareness and increase traffic and loyalty
  • Building and growing communities of users that will leverage marketing spend
  • Serving as company evangelist and advocate in social media channels

Key Achievements

  • Managed a LinkedIn Company Page that named as one of the Top 10 Company Pages in 2013
  • Created and implemented social media strategy for a billion dollar company
  • Increased LinkedIn Company Page followers by over 6x and impressions by over 10x in 2 ½ years 
  • Grew Facebook Page followers by over 2x and impressions by 10x in 2 ½ years
  • Produced social media recruiting e-training program and related course materials, and served as company evangelist
  • Wrote blog posts, internal articles, white papers, cheat sheets and other marketing materials
  • Developed and implemented professional user community strategy that grew to over 4,000 members in 15 months
  • Published over 4,500 pieces of content in last 18 months on LinkedIn, Facebook, Twitter, company blog and Pinterest
  • Named as one of “Social Media Strategists to Watch” in 2010
See Full Profile >

Comments

cstanford
Posted on August 7th 2014 at 6:47PM

Hi Tom, 

 

Great article! I have attached larger images on my Company Linkedin page and you're spot on, engagement is a lot higher.

However, I noticed that if people share the post, they are sharing the image attachment rather than the link I am talking about. I dont know how to get around this? I encourage social media staff participation and as a result of staff members sharing these company posts, its not ideal if they are just sharing the large image.... 

 

Let me know if you have any suggestions to overcome this. 

 

Kind Regards,

Caitlin Stanford. 

DavinaKBrewer
Posted on August 14th 2014 at 2:33PM

Pictures tell a story, no doubt. And they stand out more in the feed. One question I have about your experience, is posting from the native LI web better than a tool? I know many Twitter tools don't post native, in-line images .. makes me wonder if the same is true for LI. If so, many content managers will need to rethink how they schedule and publish content. FWIW.