It’s no secret that LinkedIn company pages are an excellent social channel for B2B marketers -- especially if you take certain steps to ensure you’re optimizing your company’s page to its full potential.
As of February, there were more than 150 million active LinkedIn users, more than 2 million LinkedIn company pages, and more than 1 million LinkedIn groups. Professionals actively research and discuss their respective industries on LinkedIn, making it a terrific outlet to introduce your brand to prospective customers while keeping current ones updated and educated.
So how do you get an edge on your competitors? It starts with an effective company profile page. It’s the first thing someone sees, and first impressions can be everything.
Here are five tips to help build the perfect LinkedIn company brand page and bring in leads.
Have a strong overview. This is the “ “front page” of your company profile and what page visitors see first, so make the most out of your company description. Provide a strong paragraph explaining your business offering -- and keep in mind, only the top portion is visible at first. It’s also a good idea to tease your Products Tab -- this is where you will be able to generate leads for your company.
Don’t forget to list your specialties as well, letting potential customers know exactly what you do and what you offer.
Highlight products & services. The Products Tab is where you turn browsing visitors into leads. Include a strong description, detailing what your company offers. You also have the opportunity to add a little visual flavor to your page with three banners of your choosing. For example, you could display demo videos for your product features. You can tie a registration form to the demo -- but long forms on social channels can sometimes turn away prospects who want to learn more about your company. Sometimes it’s best to give away content for “free” on social.
Recommendations are also housed on the Products Tab. Users who have experience with your products can review and recommend them, which goes a long way towards attracting prospects. It’s easy to ask your best customers to recommend your products or services through LinkedIn’s “Request Recommendations” feature. When a recommendation is made, the user’s network connections are immediately notified --keeping people buzzing about your brand.
Update your status. Don’t forget to update your status. Remember, LinkedIn users are exactly the audience you want to be reaching. Updates can include buzzworthy topics that simply incite conversation, or they can be lead-generation posts about events, webinars or links to new pieces of content. Jonathan Lister, LinkedIn’s VP of North American sales for marketing solutions recently said, “We’re seeing some of our highest engagement rates across the board on status updates to members.”
Each “like,” comment or share your post receives exposes your content to a new audience, so update well -- and update often.
Include recent blog posts. The more quality content your profile has, the better. Create a “Recent Blog Posts” section -- LinkedIn allows page administrators to sync a company’s blog to its LinkedIn page. Providing recent blog posts allows visitors to view more of your company’s personality, offerings and thought leadership. Additionally, it will drive extra traffic to your website.
Optimize the “careers” section. A Careers Tab is a great opportunity to liven up your page and add a wealth of content that can attract users -- you never know who is looking at your profile. A very qualified job candidate could be browsing your page and find a position that would be suited to her. Include employee testimonials, contacts for HR and recruiters -- and if appropriate, list your employee benefits. Be creative; this is s a great place to distinguish your corporate page from others and really convey your company’s personality.