I don’t have to tell you that your company should have a presence on LinkedIn. Any business worth their salt knows this. What I am here to tell you is how to get the most out of it with these 5 easy LinkedIn company page best practices. Enjoy and don’t forget to leave a comment or question!
I’m here to show you how to make in an effective marketing tool for your business for both customers and also for prospective employees. The LinkedIn Company Page is a very rare piece of cyber real estate. It blurs the line between being a relationship building tool and a knowledge sharing platform. With the right practices you can make it the center of your digital marketing efforts.
Here are five best practices to make your LinkedIn Company Page more effective.
Optimize Your Company Overview
While search engine optimization (SEO) is not the holy grail that it once was (thanks to Google’s recent search algorithm updates) it is still important if you want your business to be found. You do want that, right?
Sprinkle your Company Overview with keywords that prospects use to search for your products or services. If I was the owner of a web design company I would use terms like “website development company,” “search engine optimization” and “inbound marketing” in our profile. Make it easy for the right prospects to find your company.
This may seem like a no-brainer but I cannot begin to tell you how many Company Pages I have seen that are not optimized for search and look like the descriptions were copy and pasted right from a company brochure from 1996. Don’t be that company.
Use Your Banner Image To Communicate
One of the most underutilized areas of a Company Page is the banner image. Most businesses simply slap up a random photo of their building, company logo or a product and leave it at that. They never change it. If you do this you are missing out on an excellent marketing opportunity.
You should be changing your banner frequently. Use this space to communicate with your customer. Promote new offerings. Announce your one millionth unit sold or brag about a recent award you just received.
Think of your Company Page banner as a billboard that you can change as often as you would like. The banner is the first thing that a new visitor to your Company Page sees. Make the most of it.
Pimp Out Your Careers Page
This is a very commonly overlooked LinkedIn company page best practice. I don’t have to tell you that finding qualified employees is a difficult process. Hire the wrong candidate and you spend lots of time and money training him only to have to start all over again when you have to let him go.
What if I told you that it doesn’t have to be that way? What if you could get the best candidates asking you for a job? You can do that with your LinkedIn Company Page.
Use your Careers Page to show why working for you is the right choice. Use video to show prospective employees your company culture and give them a sense of what it would be like to work for you. Add testimonials from current employees. Throw in a message from the CEO. Don’t be afraid to tell all the potential prospects just exactly who you’re looking for, and who you’re NOT looking for.
Create A Showcase Page
Create a Showcase Page to feature a particular product or business line. This could be your best seller, new technology or a stand alone venture. Whatever the case, show it off.
If I were launching a new business line I would create a pre-launch marketing campaign on my Company Page. I would show the product in silhouette. I would put up a teaser video and even a few employee made videos discussing how this new product will change everything.
In short, I would treat it like the buildup to the release of a Hollywood summer blockbuster. LinkedIn is giving you the platform, use it.
Review Page Analytics Regularly
LinkedIn now provides you with some pretty powerful analytical tools to show you what is working and what is not when it comes to your Company Page.
These analytics will show you what type of posts are getting the most engagement, who you are connecting with and what industries they are in. You can use this information to tailor your content to the groups that are most receptive to your message.
Building an effective LinkedIn Company page is an ongoing process. You do not just “set it and forget it.” You should be constantly be testing what content works best, what do your connections respond to most and what advances your company message furthest. LinkedIn is not just another social network, it is a powerful brand building, relationship strengthening, employee recruiting and lead generating tool that can take your business to the next level.
Does your company use LinkedIn? Use the comments below and tell me what’s working, what isn’t or just ask a question: