While most of us have become pretty good about creating and maintaining a LinkedIn personal profile, a surprising number of business owners and managers are overlooking a free and very easy way to market their products and services and that’s with a LinkedIn company page. A survey conducted by LinkedIn sheds light on why these company pages are so valuable.
Conducted in 2013, the study found that more than 50 percent of LinkedIn members are likely to purchase from a company they have engaged with on LinkedIn. According to the study, a LinkedIn company page helps nurture leads and increase sales because when people visit LinkedIn, they are in a “professional mindset.” They are not taking a “social” break, as is often the case with Facebook. Instead, they are using LinkedIn and specifically the company pages found there to “seek insights and content that can help them be better professionals … [and into new] new products and services, industry news, and career opportunities.”
According to HubSpot, a leading inbound marketing firm, LinkedIn has become a place where people “come to consume professional content. That’s great news for brands, since it’s given them a new audience to reach with their content, via their LinkedIn Company Pages.” As a result, companies should view having a company page on LinkedIn as a key part of their marketing program — in particular, their inbound marketing program, which has the goal of enticing customers to turn to your company for products and services.
Companies should view having a company page on LinkedIn as a key part of their marketing program — in particular, their inbound marketing program, which has the goal of enticing customers to turn to your company for products and services.
With the benefits clarified, how do you get started? The following are some tips to guide you on your LinkedIn company page journey:
- Start by creating a company page. To do this, you will need someone from your company who already has a LinkedIn profile indicating they work for your company and who uses a company email address (which must be confirmed). There are a few more qualifications, such as having at least 10 connections on LinkedIn, but these are the most basic.
- Filling in the company description is next, and this is very important. LinkedIn allows you to write up to 2,000 characters (nearly 400 words) to describe your company. While this is fairly limited, if used wisely, it can still be powerful. To make the most of the limited space, use bullet points with whitespace between sentences and paragraphs. This allows points to stand out more prominently.
- Now add specialties relevant to your business. Service businesses will likely find this step fairly easy. For instance, on my company’s LinkedIn company profile it lists these specialties: Marketing communications, Inbound marketing, Content marketing strategies, Brand positioning, Public relations strategies and media promotion, Article writing and publication, LinkedIn B2B marketing, Social media messaging
- At this point you are ready to search engine optimize your company profile. LinkedIn is very search engine friendly, and in some cases, visitors searching for your company will find your LinkedIn company page listed before your actual company website. To optimize your company profile, pull out the keywords in your profile that refer to the products and services your company provides, and then use a tool such as http://ubersuggest.org to optimize those keywords. For instance, if your company manufactures floor machines, Ubersuggest might generate terms such as floor machine accessories; floor machine brushes; or floor finishing machine as more search engine robust. These suggestions are based on the terms people use when searching for information on floor machines.
- Finally, save your company description in a Word document. While it will not get lost on LinkedIn, saving it in Word allows you to change and improve it quickly, and use it in other places to help further enhance your company’s online presence.