If your company has a LinkedIn Page, great job. Whether you offer office supplies, consulting, or cloud software development, it’s an excellent tool for showcasing your services, promoting important information, monitoring marketing activities, recruiting new talent, and enabling employees to amplify your brand. The best part? It’s free.
Yet, having a LinkedIn Page alone isn’t enough to leverage the platform’s benefits. Here we present 7 tweaks that can make your company’s LinkedIn Page even more effective at getting your business noticed.
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1. Add Your Logo and Banner
According to LinkedIn, “Pages with complete information get 30% more weekly views.” That means you should take advantage of all the fields available to share your content. For example, you should add your company logo, so your Page is consistent with other marketing materials and recognizable at a glance.
The same is true for your banner photo, which should reflect the services your business provides. For example, an athletic shoe company could post a banner that shows people running. The logo and banner work in tandem to provide a visual entry point for the information to follow.
2. Describe Your Services
The Overview section gives you the opportunity to describe your company’s purpose and offerings. Consider including the following elements:
Your mission and values. Describe the “why” of your company – your driving ideals and goals.
Where you are. Include your home office location plus any other locations your company works from.
What you do. Explain the products or services you provide, and who you provide them to.
How you help customers. Tell the story of how your offerings help customers be more successful, whether they’re companies or individuals. Consider including a brief customer testimonial.
3. Post Regularly
Decide how often you’ll post content on your Page. It should be no less than once per week and no more than three times per day. The key is to make your content relevant to those who have an interest in your company, such as financial advice if you’re a financial company. You can post links to your own content or that of others, news about your business, or just something fun. Remember that images and videos typically draw more attention and responses such as likes and comments
Optimize your posts by using @ mentions to identify people and other businesses, and hashtags to identify topics. In addition to alerting readers to the subjects you’re presenting, hashtags enable LinkedIn users to find your content more easily through searches.
LinkedIn also allows you to narrow the audience for your posts. To do so, select Start a post at the top of your Page. Under your company name, select the drop-down menu and choose Targeted audience. From there you can specify language, region, job function, location, university, company size, seniority, and industry.
4. Customize Your CTA
You can specify a call to action (CTA) on your LinkedIn Page. Options include Contact us, Learn more, Register, Sign up, and Visit website. Choose the one that best fits how you want visitors to interact with you and include a corresponding URL.
The best strategy here is to send visitors to a page that brings them to the next stage of your sales funnel. For example, if you find that many prospects who see a demo of your product end up buying, choose the “Sign up” CTA and send them to your demo signup page.
5. Build Your Career Page
LinkedIn is a great place to find new talent, using the Career Pages feature. While other sections of your Page can help you communicate with customers and prospects, this section allows you to speak directly to job seekers. Describe your company’s culture, values, and benefits, including photos, videos, and employee testimonials. You can also post job openings. Note that this section is a paid add-on.
6. Consider Using Showcase Pages
If your offerings are complex, use Showcase Pages to spotlight specific brands, product lines, initiatives, events, and more. Build a separate following for each Showcase Page, enabling you to have LinkedIn users self-select based on their interests and to publish highly targeted content specific to that audience. If you use Showcase Pages, keep in mind that you’ll need to take the time to develop separate content for each one with the frequency we’ve discussed above.
7. Spotlight Employees
Another feature you can take advantage of is the People section. When you do, visitors will be able to see who works for you, giving them more confidence in your services. To aid in this process, ensure all your employees have a well-populated profile. Then, link to those profiles and spotlight them in various ways. For example:
Use the Kudos function to describe how they’ve contributed to your company’s success.
Film an interview with a star employee and post the video.
Create a success story about a team’s accomplishment, post it to your website, and link to it in a post.
Describe how your company and individual employees contribute time and money to nonprofit organizations.
In Summary
LinkedIn is a powerful business tool for finding, engaging, and serving customers and prospects. You can use your company Page to do all these things and more. By making the 7 tweaks listed here, your Page will be even more effective at bringing business to you.
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