23 Oct Quick Tip for using LinkedIn for Business
The benefits of a well-oiled LinkedIn company page include engaging followers with company news, updates, events and relevant content.
There’s also the improved search engine rankings as LinkedIn pages often perform well in company searches. And let’s not forget lead generation opportunities from your content marketing.
In fact, research shows that 50% of LinkedIn members are more likely to purchase from companies when they engage with them on LinkedIn.
Here’s how to make your LinkedIn company page work for you:
Optimize Your LinkedIn Page
Showcase what your business has to offer. Smart marketers who build out their products and services page tend to attract twice as many company followers than those who don’t.
Use this page to tell members what you do best and give them compelling reasons to follow you.
Remember that you can link to just about anything from your products and services page, including your latest and greatest white papers, case studies or how-to content.
You’ll best attract customers when you turn your products, services or anything else relevant to your business into focal points. Here are just a few examples of what to feature prominently:
Products: The software you sell or the apps you’ve built
Services: A list of your résumé writing services or your tax consulting brochure
Other: Webinars you host or your company’s white papers or ebooks
Company pages are also very SEO-friendly. Google previews up to 156 characters of your page’s text. Be sure to edit your description so that it leads with powerful, keyword-rich sentences. Plus, members can search for companies by keyword on LinkedIn, so include words and phrases that describe your business, expertise and industry focus.
Finally, remember to include your company contact information, descriptions of offerings and your areas of expertise. Your primary attributes can also function as keyword tags.
Engage Your Audience
With LinkedIn company pages, you can now like and share content as a company. Before, you could only do so as an individual. This is a big change, so use it to engage other members!
For example, your company page admins can like and respond to member comments that are made in response to something you post on your company page. Consider sharing your customers’ and prospects’ content—from their corporate blogs, product updates and company posts—to get these kinds of interactions going. And don’t forget content from their employees! You’ll develop trust with buyers while developing a more professional corporate brand identity.
Hands down, content that’s customized to your followers’ and customers’ professional interests resonates the most.
With LinkedIn’s targeted updates, you can easily tailor your message to your audience. For example, when you create an update, you can choose to share it with “all followers” or to a “targeted audience.”
Choose the latter to send your update to a subset of followers based on geography, industry, company size or level of seniority. Just as with any social network, LinkedIn is a community where targeted engagement is essential for success.