LinkedIn made many changes in 2011 including; LinkedIn Today, LinkedIn Classmates, and the ill fated social ads (which they quickly revamped after user backlash). Overall, though, LinkedIn is making all the right moves. Our favorite change of 2011 was the additions to company pages, and we highly recommend taking advantage of them and creating one for your business. Especially if you’re a B2B company. Speaking from personal experience, we’ve noticed that our B2B clients with company pages get a lot of referral traffic to their websites via LinkedIn. It’s hard to argue with the value of company pages when the Google Analytics evidence is staring you in the face!
Benefits of LinkedIn Company Pages
Increased exposure online. The more places you have a presence online, the easier it will be for people to find you. LinkedIn is especially beneficial for companies that offer professional services, such as finance, accounting, law, etc. LinkedIn is the most professional of the big social networks (Facebook, Twitter, YouTube,etc), and lends itself well to these industries, as well as to B2B companies.
Search engine marketing. Links from LinkedIn to your website, blog, and other social profiles (and vice versa) helps your company appear higher in search results. LinkedIn can also be a huge driver of referral traffic to your website, where you have the opportunity to convert visitors into paying customers. You can also take advantage of LinkedIn ads to promote your company page and generate leads.
Your company resume. LinkedIn personal profiles are essentially online resumes where people share their education, what they know, and who they know. Your company page does the same thing for your business and allows you to showcase your professionalism in a way that is sometimes harder on Facebook or Twitter.
Tips for using LinkedIn Company Pages
Complete your profile. Don’t take the time to create a company page, and then leave it half filled out. LinkedIn is a professional social network, be professional in the appearance of your page. This means uploading a logo to the overview page, filling in your company address, description, keywords, etc. Also remember to link to your blog, website and YouTube account, and fill out the company products and services page. If you have any company videos, upload these as well. People love videos (YouTube’s success is a testament to this).
Get recommendations. Similar to recommendations on your personal profile, you can get recommendations for your businesses products and services. An added bonus is that people can recommend a specific product or service they’ve used, as opposed to a generic comment about your business as a whole. Targeted recommendations provide much more value for people checking out your business and the services you offer clients.
Status updates. You’ll have to enable these on your page and designate who at your company can update the company status. Once you’ve done so you can start posting updates and links to interesting content you find online. Remember to occasionally link to your website or other social profiles, but don’t always post about yourself. Another point to remember is that LinkedIn is a more professional space than Facebook or Twitter, so tailor your updates to reflect this.
Build your following. All those status updates are pointless if no one’s following your page. People will be able to see your updates if they visit your page directly, but the only way to get your updates appearing on people LinkedIn homepages is to have them following you. So, how to start a fan base?
1. Ask your employees to link to your company page with their personal profiles. The benefits here are twofold, 1. Visitors to your employees’ profiles will be to click through to your company profile, and 2. Employees will appear on the overview tab of your company page.
2. Send an announcement via LinkedIn to key people in your network. Let them know you have a company page and encourage them to connect with you there as well.
3. Announce your new company page on your social profiles and in your company newsletter. Remember to include a link to the page so people can easily find it.
Update frequently and monitor your results. Make sure to schedule time into your week to update your company status, post new content, and reply to any comments. The last thing you want is to create a page and then never do anything with it. If you last updated your status 3 months ago, people who visit your page may question whether you’re still in business. We recommend updating your page 2-3 times a week.
Now that we’ve shared the benefits and tips of having a company page, we can help you get started on creating one for your business. Contact us to find out more.
Why You Should Use LinkedIn for Business