LinkedIn is a powerful tool for a business. I am often surprised by the number of businesses that build a basic company profile and then leave their page to sit and (if it were a person) presumably die of boredom. “LinkedIn has 467 million users. With 40% of it’s users using LinkedIn daily.”

As marketers we invest a ton of time and resources in personalization while searching for prospects and enticing them with all that our brand can offer. We can’t forget that the millennial generation is involved in 73% in B2B purchasing decisions now. What do millennials want? They want to do their own research and up to date information on social platforms. According to the Forrester report published in March 2017, “Millennial B2B Buyers Come Of Age,” it is outwardly apparent that businesses that adapt their strategies to this generation will outperform the competition.

Your LinkedIn Company page sets the precedent

This page showcases your brand, demonstrates your company values, promotes your humor (or lack of), and provides a springboard and framework for your employees to build their own successful network. Having a strong brand and social presence on LinkedIn is strongly connected to sales success, according to LinkedIn’s, “The State of Sales 2017” survey on sales technology, adoption and success.

A strong majority of respondents (62%) say
they look for an informative LinkedIn profile when deciding
whether to work with salespeople.

As employees join your business they update their LinkedIn profiles to reflect their new Company and position. That change and association to your business populates a business logo that links back to the LinkedIn Company page. As your team grows and their network expands–or they move to new ventures, the logo continues to reside on their profile. If you are not thinking of your LinkedIn Company page as a vessel to deliver you hot prospects, informed decision-makers, or inquisitive parties that want to learn about your brand you are missing fantastic opportunities.

 10 Tips for building a great LinkedIn Company Page

  1. Determine the page owner. At least a single member of your team should be responsible for engaging visitors, responding to messages, promoting content, and making sure the companies message is up-to-date and aligned with strategy.
  2. Show your brands personality with the headline image. Update the headline image at least every 3 – 6 months. Make sure this is consistent with your other marketing and branding.
  3. This page needs to be SEO friendly. Include a concise and up to date “why” your business is important and purposeful to anyone searching for it along with a link to your website apart from the designated website section.
  4. Your areas of specialization should be written with your prospects search queries in mind.
  5. Include video content that is short — under 1.5 minutes. Provide your network updates on what your business is working on, events, and encourage feedback via polls and opinion posts.
  6. Don’t forget about CTA’s and Goals. If your business is going through a growth period and hiring promote this on your Company page. Link users in your headline image to your careers page. Similarly, if your business has a great webinar series coming up promote this and direct people in your call-to-action to your sign-up page.
  7. Review your page and post analytics. Who is viewing your information? Can you cater or target content to this audience better?
  8. Interview and promote thought leaders and great content outside of your business. It’s refreshing to read and builds strong business relationships.
  9. If employees find your content useful or informative they are going to share it. Maintain a pulse on what employees share and why. Use your Company page to conduct polls that include your employees opinions as well as visitors.
  10. LinkedIn Groups are not just for show. Creating or participating in a group with prospects, customers, and other industry experts allows you to build relationships and reach an audience that you might otherwise not be privy to. Promoting 1 – 3 groups that you participate in on your Company page shows your audience that you care about other peoples opinions and are willing to help them if they have an issue. This is not the place to advertise. In fact, brands that do not advertise and instead focus on engaging and helping other members increase their brands reputation. This allows businesses to earn new business organically, and often much faster than traditional advertising methods.

 

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