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.
#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.
#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.
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.
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!