Eight Tips When Leveraging LinkedIn Company Pages

LinkedIn Company Pages

As we close #LinkedInMonth (plus) here on Shore Branding, it is time to look at several LinkedIn Tips for building your company page on the network.  We previously looked at improving your own, personal page on LinkedIn but now it is time to focus on business pages.  Several tips are similar in concept, but LinkedIn has rolled out new features that only business pages can take advantage of.

Here are eight tips to improving your business/company page on LinkedIn.

#1 – Maximize the information you put on your profile & consider some of LinkedIn’s special offerings

Provide all of the pertinent information in your company description – who you are and what you do, your company history, corporate portfolio, and a link to your web site.  List your specialties to help with appearing in search within LinkedIn and provide any type of unique selling point (USP) that you would typically promote anywhere else.

Are you looking to hire?  Post your job opening(s) directly on your LinkedIn page and track who and how many people are responding to each posting.

LinkedIn used to have “Products” and “Services” tabs as well but they have since removed this information from company pages.  However, they now provide a “Showcase page” where you can focus your message and target others with your core capabilities.  Take your USP’s and build pages for them, providing enough depth and breadth for others to notice.

LinkedIn Showcase Page

#2 – Publish regularly scheduled content on LinkedIn

Whether or not your company has a blog page, leverage your LinkedIn network to promote your work, white papers, PR, etc.  Update your status on some type of regular basis … whether you commit yourself to a daily, weekly, or monthly update/post, stay true to form over time.  Publishing your material to LinkedIn allows you another avenue to promote your expertise.

Beyond this, make sure you have some type of consistent branding on your posts.  It can be as simple as your brand logo at the top of each page/slide or you can leverage an appropriate color scheme, hashtag, etc.  Add some consistency for your audience.

#3 – Target your status updates 

Have a fragmented audience or do you offer up a number of services?  LinkedIn now allows you to target your status updates by company size, industries, job functions and more.  This obviously says a lot about the data available on the LinkedIn servers and your ability to target down to the right audience.

Targeting your audience on LinkedIn has never been easier!

Targeting your audience on LinkedIn has never been easier!

#4 – Start a LinkedIn group and participate in others 

Vastly similar to what is recommended for personal branding on LinkedIn, this is yet another area and opportunity to promote your core competencies and expertise.  Groups are an invaluable resource for many LinkedIn users and you can find/connect with like minds, while also seeing what your competitors might be suggesting in your space.

Starting a group is another aspect for consideration, allowing you to regularly moderate the group, initiate and steer discussions, etc.

#5 – Leverage SlideShare

Have sales sheets, infographics, training materials, business goals, and more?  Drop any shareable information into SlideShare and upload the information to your profile – whether it be part of your regularly scheduled updates or within your company description, SlideShare adds a level of visual appeal and helps break up the text on your business profile.

#6 – Stay up to date on the latest LinkedIn innovations

As mentioned above, LinkedIn is continually tweaking their offering on both personal and business pages.  As these options are deployed, figured out what makes the most sense for your business page and what you are most comfortable with.

For the latest and greatest news, bookmark this page on LinkedIn.  As you will see in that link, occasionally there isn’t an update to company pages for weeks and months.  However, looking at April and May 2014, there are also times where LinkedIn is continually updating their features.

#7 – Use LinkedIn’s analytics tools

LinkedIn continues to update and improve its analytics offering.  This will allow you to help track your audience on a daily/weekly basis and to begin to understand how your efforts on the platform are paying off (or aren’t).  You’ll understand both reach and engagement on each of your updates and in total.  One of the more powerful pieces of the analytics tool is the ability to understand the success rates of LinkedIn’s advertising platform – sponsored links/updates, advertising your company page itself, etc.

Know your audience better with LinkedIn Analytics

Know your audience better with LinkedIn Analytics

Speaking of …

#8 – Consider leveraging LinkedIn’s advertising platform 

LinkedIn’s advertising platform is easy to understand and incredibly easy to use.  Pick the type of ad that you want to use – text/image, video – and where you want it to appear on the network.  Then, start targeting your message appropriately.  Finally, set your budget.  You can set per day limits and pay by the number of clicks you receive or on the number of impressions out there.

A bevy of options with LinkedIn Advertising

A bevy of options with LinkedIn Advertising

There you have it – eight tips to improving your company’s LinkedIn page and to help with your branding and digital marketing efforts on the platform.

If you have any other tips for running a company page on LinkedIn, let us know in the comments below.  If something has (or has not) worked really well for your business, let us know as well.  Thanks!

Sunday Musings w/ Shore Branding – 8-11-13

Branding and Digital Marketing

Branding and Digital Marketing


Welcome back to Sunday Musings w/ Shore Branding, the top stories in branding and digital marketing that caught our eye in the past week!  Let us know what stories caught your attention this week in the comments below.

#1 – General Mills Embraces Collaborative Storytelling with “Hello, Cereal Lovers” Social Media Community – via ConvinceandConvert.com 

Premise: There is a new, co-branded social media community called “Hell, Cereal Lovers” across several sites – Facebook, Twitter, Instagram and Tumblr.  General Mills, who owns 40+ different brands of cereal on its own, is the creator of the community, which is being used to promote various recipes and ideas that include more than one brand in a bowl.  There are also engaging forums that inspires creativity from the community members.

Thoughts: This is a great use of the overarching power of General Mills as a “mega-brand” and how it can (and should) leverage the strength of its brands and have them play nicely together.  The community has amassed a large following already on social media and has a nice balance of content and branding, driving a high level of engagement. [Read more…]

Eight Tips When Leveraging Google+ for Your Brand

Eight tips when leveraging Google+ for your brand

Eight tips when leveraging Google+ for your brand

The next social media site in focus here at Shore Branding is Google+ and how to best leverage the site to drive your brand/business forward on the platform.

In June of 2011, Google launched G+ via invitation only / beta testing and I was immediately yearning for said invitation.  After receiving an invite and setting up a personal account, I quickly realized how powerful the site/network could be.  Just over two years later, and Google+ has grown to become the second largest social media site in the world, behind only Facebook.

While many are/were hesitant to join G+, there is plenty of evidence to the benefits it can or does provide.  Here are eight tips when leveraging Google+ for your brand: [Read more…]

Sunday Musings w/ Shore Branding – 2/24/13

Sunday Musings 1

Here are this week’s links and stories that caught my attention in digital marketing and branding across the Internet this week.

#1 – Mobile World Congress – 2013 Preview – MobileWorldCongress.com 

Premise: Starting today and continuing through 2/28, the Mobile World Congress conference is taking place in Barcelona, Spain.  As mobile continues to evolve and become more prevalent, the conference takes you through all of the new and forthcoming innovations in the mobile world/community.

Thoughts: While far too late to start looking into travel to Barcelona, there is content provided on the web from this conference that is worth looking at it if you are integrating mobile into your brand/business strategy.  Note that they do have live look-ins at conference materials within a few links on the site.  You can also read through the highlights of previous conferences.

#2 – “Google+ Communities and Why They’re Important To You” – SocialMediaRevolver.com

Premise: While detractors are quick to dismiss Google+, you/they may want to reconsider your/their plans to be on the platform to help build your social media presence.  The Communities pages on G+ are a valuable resource for businesses.  Andrew Scherer, the author of this articles, provides two major factors for consideration for why you should use G+ – Integration and Power.  A unique selling point (USP) for G+ remains the Hangout feature as well.

Thoughts: I have found G+ Communities to be a wealth of knowledge and opinions on a number of topics – social media strategy, branding, SEO, and Google Analytics.  I also find Communities to be much more engaging than LinkedIn’s pages.  (Note, I have never used Facebook Groups to discuss these topics.)  I completely agree with Andrew’s points that he makes in this article and would recommend to anyone to at least take a few days to search and read through Communities that have common interests to your specialty or field.

#3 – “Why Price Will Always Trump Brand and Why It Shouldn’t Matter To Marketers” – Forbes.com

Premise: The author of this article, Steve Olenski makes an interesting argument that says pricing has become more important than branding.  The article includes several data points that suggest fans of brands are typically looking for deals, rewards, promotions, etc.

Thoughts: I’ve cut this premise short because I don’t want to speak further for the article itself.  I found the article to be a walking contradiction and I’m interested to hear what others may think.  I do not believe that price always trumps branding, which is what the title of the article would lead one to think.  However, there are multiple contradictions throughout the article to say otherwise.  It shouldn’t be a surprise to anyone that people have ‘traded down’ in any number of products they use on a regular basis around the house, and elsewhere.  However, there are also items that I’m not willing to trade down on due to the strong connection I have made with them, their overall quality, etc.  What do you think of the premise on this one?  Am I reading into the title too deeply?

#4 – “Why LinkedIn is a Sleeping Giant in Publishing” – Digiday.com

Premise: The author of this article, Josh Sternberg takes us through how and why LinkedIn is an ideal place to put your content on LinkedIn and how the site is just beginning to scratch the surface of its potential in this arena.  With the launch of LinkedIn’s “Influencers” (examples: Richard Branson, Mark Cuban, Guy Kawasaki, etc.) the site has become much more “social”.

Thoughts: I have to admit that what LinkedIn has done since going public in May of 2011 has been very impressive.  What used to be a site that held my online resume and skillset, I now find myself checking into the site just about every day to read the news, several Influencers, and postings within the Groups that I’ve joined over time.  While the site has transformed itself into something much greater than what it was, there is still tremendous potential for LinkedIn to go much, much further.  There was one other interesting fact in the article that I never really thought of explicitly – but you see very little spam and ridiculous commentary on LinkedIn postings, given the straightforward nature of how those are published in the public and tie back to your name/account.

#5 – “How to Use Pinterest for Business” – desivelikova.com 

Premise: Pinterest is one of, if not the fastest growing sites the world has ever seen.  The author puts together a strong infographic for how to use Pinterest to build your business and then provides several detailed steps/recommendations on best practices.

Thoughts: Admittedly, I did not jump on the Pinterest bandwagon right away.  I found it to be full of content that wasn’t of interest to me originally.  However, over time and with the growth of infographics, I have found the site to be much more engaging and a place to peruse to find interesting content and recommendations for social media sites.  For more advanced users of the site, definitely look into recommendations #5 (measuring your page’s performance) and #7 (monitoring your pins).

What caught your eye this week?  Did any of the information above help you or your business?