What can a LinkedIn Company Page do for you?
- Generate leads that convert to sales
- Build your brand reputation
- Showcase your products (and launch new ones) to your target audience
- Help you engage with your customers, prospective leads, and industry influencers
- Build relationships and increase audience
Over 3 million companies have already created their LinkedIn page and there are 225 million LinkedIn members you can be targeting with yours. In fact, last year, over 5.7 billion professionally oriented searches were performed on LinkedIn, and research shows that 50% of LinkedIn members are more likely to purchase from companies when they engage with them on LinkedIn.
But simply creating a LinkedIn page is not enough, serious professionals optimize their LinkedIn page in much the same ways as optimizing their website. Below, # simple tweaks you can make to optimize your company’s LinkedIn page to perform for you:
1. A picture (or video) says a thousand words
LinkedIn offers several options for including graphics and you should use them all!
A. Profile Image:
Your profile image should be your company’s logo, but it is OK to switch it up every now and then, alternating colors, adding holiday flair, etc.
B. Banner Images:
You can add a banner image to your company LinkedIn page. These can be linkable and contain calls to action, and because they are clickable, they can be easily tracked.
Look at this banner used by Microsoft on their Careers Page:
Or this one on Intuit’s Careers Page:
LinkedIn offers easy integration with YouTube videos, so make sure to link your video content into your company LinkedIn page.
2. Showcase showdown
A few months ago, LinkedIn killed off the “Products & Services” pages. Instead, they now offer Showcase pages. Your company can create up to 10 showcase pages to highlight anything from services, divisions, or subsidiaries. For example, Adobe shows these showcase pages:
By using showcase pages, you can duplicate your successful LinkedIn optimization efforts.
3. If you don’t have anything meaningful to say . . .
There is no one-size-fits-all solution for how often to post status updates, ask questions, or share content. Some LinkedIn experts will tell you to do so as often as possible (multiple times per day), but we disagree.
You should engage regularly, but should only do so when you have something meaningful to share or post.
Company updates can include statuses of projects, products, and events. You can share new white papers, case studies, infographics, videos, SlideShare presentations, or other content. You can link to content posted by others that is helpful or meaningful to your target audience.
And, you can repurpose the same content multiple times. For example, with a list article (like this one), you can publish a link to it when it is first released. A few days later, you can post one of the items from the list and invite the audience to read more. You could also ask if there are any other items that people feel were missed in the article. If the article gets conversation going in the comments, you can post something like “Fred says our list helped him get 10 sales in 3 days, what did it do for you?”
4. It takes a village
On your company website, you want to attract as many visitors as possible. On LinkedIn, your goal is increasing the number of Followers. A great way to do this is by involving your employees. So, while some companies frown on social networking, your best bet is to actually encourage your employees to get on LinkedIn. Nine out of the top 10 brands, by number of LinkedIn followers, have at least 60% of their employees on LinkedIn.
Once your employees are on LinkedIn, encourage them to be active. Request that they share and like company posts. When their network notices how excited they are about the company, their interest will be piqued. This is enlarge your network.
Beyond your employees, there are other ways to increase your followers. Try the multichannel approach: Add LinkedIn buttons to your email marketing and your own email signatures, add a Follow button to your corporate website, think of creative ways to get people engaged.
5. Social proof through recommendations
Though LinkedIn no longer offers a way for customers to leave recommendations on your company page (this was removed, along with the Products & services pages), there is a way to benefit from LinkedIn social proof. By adding a LinkedIn customer testimonial tool to your own website, you can reap the benefits of socially proven recommendations.
Also, when people recommend you, repost their feedback as a company update.
The Optimized LinkedIn Company Page
Having a website is far different than having an optimized website; and having a optimized LinkedIn company page is exponentially more effective that simply having a company page. Take the time to implement these 5 tweaks to get the most out of your LinkedIn experience.
Do you have a company page on LinkedIn you’d like to share with other readers? If so, please add your comment below…