Simply put, LinkedIn is a professional social media platform that has been steadily growing in popularity and use, especially for search, business networking, hiring, referrals, leads and even financing. If you haven’t made a business LinkedIn business page, you’re missing out. If you have already have a business LinkedIn page for your business you should review it and optimize it.
Luckily you can probably use these recommendations on your other social media pages (Facebook, Twitter, Google+, etc.) as well. Here are 7 tips to help you create (or optimize) a great LinkedIn business page.
Make sure your branding is aligned with your company and overall marketing strategy. If someone is discovering you first through your LinkedIn page, they should be able to know and understand what your company is about. Make sure your images are sized correctly, not distorted and speak to your target audience. Also, include links to your company website.
- Showcase your products & services
On the Products & Services page, testimonials and recommendations are highlighted prominently. This will have a direct impact on the number of Linked members who’ll end up visiting your website. Encourage customers to recommend your products and services here as well.
- Make your page engaging
Optimize your LinkedIn company page content so it speaks not only about what you company does, but also what your customers will be searching for. Include keywords or buzzwords and make sure that the content provides value to readers.
If your business operation spans multiple locations, you may want to list all of them. LinkedIn allows visitors’ location as a search criterion to narrow down results. You can add up to five different locations to your page. Also, consider including a short video (30 seconds) summarizing your company and it’s offerings. A well-made and appropriately branded video can encourage many to “follow” or engage with your company.
- Use advertisements to drive traffic (and page views)
The advertising options provided by LinkedIn are definitely worth checking out. InMail, Display Advertising and Sponsored Posts will help you build a large follower base effectively and affordably. The advertisement can be targeted by job title, location, and many other options.
- Use and measure analytics (a.k.a. Insights)
LinkedIn Insights will help you track the success of your page and improve it This includes impressions per post, user engagement, follower demographics, audience insights, etc. It also connects to promoting your page (#4) and will help you optimize your targeted posts and determine return-on-investment (ROI).
- Add LinkedIn buttons to your site and collateral
Social plugins are a great way to quickly share your content on various social media platforms. In addition to getting your content shared, you could also drive visitors from your website toward your LinkedIn business page. You can select recommend, follow, endorse, or share buttons on your site to drive traffic to your business page. Think about where you will place them on your website and choose the best one to achieve your objective. You should also place your LinkedIn logo (vector image) on your digital assets (website) as well as your marketing collateral (brochures, PowerPoints, business cards, etc.). That being said you should do this for all of your social networks.
- Update regularly and be social
Your objective is (or should be) to engage you audience and give your brand as much positive awareness as you can. Keep your page and audience updated regularly. Post information, comments, and tips on a regular basis. When you share information, keep in mind the professional demographic. You can even consider creating a LinkedIn group for your company (internal and/or external).