Why Your LinkedIn Page Matters More Than Ever
With so many companies competing for attention, expanding social media reach has become more challenging for B2B manufacturers. One way to stand out is to optimize your LinkedIn company page. LinkedIn has proven to be one of the most powerful platforms for B2B manufacturers. Not only does it offer a space to showcase industry expertise, but it’s also an invaluable networking and relationship-building tool for potential customers and employees alike.
Whether you're building a new LinkedIn company page or optimizing an existing one, I'll walk you through the latest LinkedIn best practices for manufacturers to ensure your page drives engagement, credibility, and, ultimately, new business opportunities!
1. Optimize Your Manufacturing LinkedIn Company Profile
Your LinkedIn company page is often the first impression potential customers, partners, and job seekers get of your business. Make sure it’s a strong one!
- Profile and Cover Images: Use a high-resolution version of your company logo for your profile image (300 x 300 pixels). Your cover image should visually represent your brand, whether that’s showcasing your manufacturing facility, products, or team (recommended size: 1128 x 191 pixels).
- Headline and About Section: Your headline should be clear and compelling, focusing on what your company does and who it serves. Use your ‘About’ section to highlight your expertise, industry experience, and value proposition.
- Custom Button: LinkedIn allows you to add a CTA button to your page (e.g., Contact Us, Visit Website, Learn More). Choose the one that best aligns with your goals.
2. Post Engaging Content Consistantly
A stagnant LinkedIn page won't attract new followers or keep your audience engaged. Consistent posting of relevant and high-value content is key.
- Content Types That Work Best for B2B Manufacturers:
- Industry insights and trends
- Case studies and success stories
- Behind-the-scenes looks at your manufacturing process
- Employee spotlights and company culture highlights
- Product demonstrations and how-to guides
- Use a Mix of Formats:
- Images & infographics (LinkedIn favors visuals in the feed)
- Short videos (product demos, customer testimonials, factory tours)
- Articles and LinkedIn Pulse blogs
- Polls and interactive posts
3. Leverage LinkedIn for B2B Manufacturing Lead Generation
A well-optimized LinkedIn page isn't just for brand awareness—it can also be a powerful lead generation tool.
- Encourage Employee Engagement: Your employees are your best brand advocates. Encourage them to share company updates, engage with posts, and list your company as their workplace in their profiles.
- Use LinkedIn Newsletters: This feature allows you to send content directly to subscribers, keeping your audience engaged with industry insights and company updates.
- Leverage LinkedIn Ads: Sponsored content and lead generation forms can help you reach the right audience more effectively.
- Optimize for Search: LinkedIn functions as a search engine. Use industry-specific keywords in your About section and posts to improve discoverability.
4. Build a Community with LinkedIn Engagement Strategies
Having a well-crafted page is great, but LinkedIn is a two-way conversation. Engaging with your network is essential for growing your presence.
- Comment and React: Engage with industry conversations, prospects’ posts, and customers’ content.
- Join and Participate in Industry Groups: Being active in LinkedIn Groups can position your company as a thought leader.
- Encourage Customer Testimonials and Reviews: User-generated content builds credibility. Ask happy customers to leave recommendations on your page.
- Respond to Comments & Messages: Show that your brand is approachable by responding promptly to interactions.
🔥Hot tip — Use HubSpot's Marketing Hub to post, engage, and monitor LinkedIn and other social media accounts from one convenient dashboard, streamlining your social media strategy.
5. Measure LinkedIn Performance and Optimize Your Strategy
You can’t improve what you don’t measure. LinkedIn offers built-in analytics to help you track performance and refine your strategy.
- Key Metrics to Track:
- Page views and unique visitors
- Follower growth
- Post engagement (likes, comments, shares, clicks)
- Website clicks from your LinkedIn page
- Lead form submissions (if using LinkedIn Ads)
- Adjust Strategy Based on Insights: If certain content types or posting times perform better, double down on those strategies.
Final Thoughts on Manufacturing LinkedIn Page Best Practices
Optimizing your LinkedIn company page is one of the most effective ways B2B manufacturers can increase brand visibility, establish credibility, and generate quality leads. By following these LinkedIn best practices, you can turn your LinkedIn page into a powerful asset that drives real business results.
Need help refining your LinkedIn strategy? Check out our Evenbound Blog for more insights on B2B marketing, or contact us to learn how we can help boost your digital presence.
