• Establish yourself as a resource. LinkedIn users prefer to see industry insights to company news. Share industry updates and join relevant conversations. Top sellers are twice as active in LinkedIn Groups.
• Use the available targeting capabilities. Customize audiences based on professional interests to optimize content. Here are six ways to target: Company size Industry Function (role in company), Seniority (decision makers), Geography and Language Preference
• Diversify your content. A single status update reaches 20 percent of your followers. Incorporate videos, links, polls and questions. Video and interactive content perform above average. Company Page updates see an average engagement rate of .054%- less than Facebook but better than Twitter. (Engagement rate is users’ interactions with a brands’ posts as a percentage of a brands’ followers)
• Amplify through the network. Share content and encourage employees to become ambassadors. Employees are 70% more likely to engage with your page. Like Facebook newsfeed, actions are public, therefore the more activity coming from ambassadors, the more reach, impressions and engagements are garnered.

LinkedIn is digital networking. Business relationships are created and fostered here. Ideally as a company you are attending conferences, seminars and networking events. LinkedIn is a great resource for finding those opportunities and making the initial introduction of your company to the market.