In September, I wrote a post for Law Technology Today on LinkedIn Company Pages for law firms. That post gives a basic overview of Compay Pages and how law firms can use them (although since the post was written, LinkedIn has eliminated the Insights tab when you view Company Pages - you can still see employees you're connected to and similar companies in the right sidebar, though).
I received a question recently from a LinkedIn user about how to invite others to follow your law firm Company Page and how to get more traffic to it.
Inviting Connections to Follow Your Page
Unlike Facebook, there’s no way within LinkedIn to send invitations to follow your Company page per se. You can send messages to your individual connections personally asking them to follow your Page, and you can post Updates directing people to your Page or post about your Page in Groups and ask people to follow it (but beware of Group rules). However, LinkedIn is always making changes, so there may be some easier way in the future.
Driving Traffic to Your Company Page
The first step would be to make sure that all of your employees have LinkedIn Profiles and that they list the firm as their current employer. (Make sure they list it exactly the way it is listed on the firm’s Company Page). When they do so, they’ll automatically become followers of the Company Page, and they’ll show as employees of the firm when someone views the Company Page. If you’ve uploaded your logo to the Company Page, that logo will also show on the employees’ Profiles, and it will be linked to your Company Page. This way, viewers of your employees’ Profiles on LinkedIn will be directed to your Company Page if they click on the logo.
Next, create Updates both from your individual Profile and the Company Page, encouraging people to follow the page – and encourage your employees to do the same. But keep in mind that when people land on your Page, they’ll want to see information that is valuable to them – otherwise, they won’t have much incentive to click the “follow” button.
One thing that’s great about Company Pages that isn’t available to individual Profiles is the ability to target your updates when you do post them. You can also ask followers to like, share, and comment on your updates so their network will see them and hopefully, visit your Page. (See the aforementioned Law Technology Today post to learn more about targeted Updates).
Add a “Follow” button to your website so that people on your website can easily follow your Company Page. You can get a follow button here. Include a link to the firm’s Company Page in all of your online marketing, including emails, newsletters and blogs.
You can also create follow ads, although I can’t vouch for their performance, since I don’t know too many firms who are using them yet.