Despite its ubiquity, LinkedIn isn’t what comes to mind when you hear the term social media — we think of Facebook, Twitter, and other sites first. But don’t underestimate the value of LinkedIn, especially if you’re a B2B (business-to-business company)! LinkedIn boasts more than 332 million members worldwide, and it’s constantly growing — according to the company, people are joining LinkedIn at a rate of more than two new members per second.
That means LinkedIn is a terrific place to increase your brand exposure, develop your corporate identity, and get your business in front of not just potential employees but potential customers. Check out these tips for making the most of your business’s LinkedIn page.
Your LinkedIn page should be customized like any other social media page — you want a vivid, appealing cover image that conveys your brand identity and clear, legible logos. One important note about LinkedIn: it’s a little different from other social sites. For example, on LinkedIn you can upload multiple logos, allowing you to format a logo for the top of your profile page and a separate one for the smaller square image that appears in the newsfeed.
Consider a Video
When you’re making a profile page for your business, LinkedIn wants you to fill out a company profile. It’s got a bunch of vital stats — like your location, the year you started your business, your industry, etc. — but they also highlight having a company description that gives an overview of your business. It’s information that you want to have, but don’t count on the casual web user to have the attention span for multiple paragraphs of text. Instead of going in depth, consider keeping the text minimal and adding a short (less than one minute) video that gives an impression of your business and your brand. Not only do you look more social media savvy, it’s also much more engaging than a massive block of text.
Keep It Accurate
Sure, the information on your LinkedIn profile is probably stuff that visitors could find elsewhere on the web (your website URL, for example). Still, it’s important that you keep the info on your profile fully filled in and up to date. For one, it will help your SEO efforts by adding to your NAP (Name, Address, Phone) consistency. Second, and specific to LinkedIn, it shows visitors to your profile that you’re legit and you actually care about the platform. A profile that’s sparse gives a bad impression.
Involve Your Employees
The people who already work for you are your best advocates and biggest fans — your business’s success is their success, after all! Make sure that your employees have followed you as well as added your company as their employer. Employees liking, commenting on, or sharing your company updates is an easy way to expand your reach as your content filters through their networks to their colleagues and friends.
Promote Your Page
Don’t make your LinkedIn page an island — promote it through other channels just as you do your other social media profiles. You can add a “follow” button to your website so that visitors can easily find and follow your company page. At a minimum, definitely display a LinkedIn logo that links to your profile.
Create Valuable Content
To really get the most value from your LinkedIn page, you need to make it valuable to your followers. If you post and share content that addresses questions or problems that they may have, you’re establishing your expertise. Updates about your newest products or services help keep your brand fresh and let followers know that you’re continuing to grow and evolve. You’ve got lots of options when it comes to LinkedIn content, too: You can share your own company news, of course, but it’s also worthwhile to share industry-related articles, “think pieces,” or ask questions or do polls to engage your followers. Your posts will appear on the homepage newsfeeds of followers as well as on your company page.
Catch More Eyes
People are more likely to read and click on your updates if you’ve got a relevant picture (e.g., not just your logo!) or other media. Eye-catching images and media make your updates stand out in users’ feeds. LinkedIn does a great job of supporting a wide variety of media across multiple devices (tablets, mobile phones, the LinkedIn app), including images, videos, and Slideshare presentations. You don’t need to worry that an update that looks great on your desktop computer is going to be garbled on a user’s device.
Leverage Your Best Content
Got an update that’s especially great? There are multiple ways to take it to the next level. First, you can “pin” an update to the top of the Recent Updates section of your page. That means visitors to your profile page will see that pinned update on top, and it won’t be buried beneath other content. Willing to spend some cash? You can get more visibility for your update by making it sponsored content, reaching LinkedIn users (not just your followers) directly in the LinkedIn feed. Remember too that all updates can be targeted — you can send updates to followers based on their industry, function, seniority, location, etc.
LinkedIn also offers pay-per-click (PPC) options for marketers who want to target prospects based on company, industry, title, or other demographics. Interested in learning more? Higher Power SEO has several social media packages that help unify your online brand and create a powerful, cohesive strategy to boost customer referrals and draw in new clients. Drop us a line or call 760-881-4736 today!