Chances are, you already have a profile on LinkedIn. Chances are, you already know that LinkedIn is the world’s largest professional social network with more than 200 Million registered users in more than 200 countries. Chances are, you already know that executives from every Fortune 500 company represented and approximately two new professionals signing up every second.
But did you know that there are more than 3 million LinkedIn Company Pages? Did you know that these Company Pages show on web search results, so having a company is an important part of your SEO strategy?
LinkedIn Company Pages are a great tool to promote your business. Having a LinkedIn Company Page is not only important for others to view and learn about what you do and who you are, but very valuable for you when you are researching other companies that you want to do business with.
Here are a few simple steps to take advantage of LinkedIn Company Pages to promote your business, your products, and your services.
1. When you create your company page, use keywords that will help your page show up in search, and be aware of these character limits for these fields:
- Company Name: 100 maximum characters.
- Description: 200 minimum and 1500 maximum characters.
- Specialties: 256 maximum characters.
- : 256 maximum characters.
2. Be sure that your employees (and you!) link to the correct page.
When you or your employees do not link to your official company page in the Experience section, then a new LinkedIn Company Page is created. To be consistent, let your employees know which company page to link to so that extraneous pages are not created and won’t cause confusion. Also, this will give a more accurate view of your company when people view their connections to company employees.
3. Be creative with your cover photo.
Your cover photo sets the tone for your company page, similar to the décor in your office reception area. It is similar to the cover photo on Facebook Business Page, but without the restrictions. You can add calls to action, your website, and draw attention to other items of interest, like upcoming events. Consider using an image that fits with the theme of your websites landing page and your Facebook Page so visitors have the same appearance and feel.
4. Feature your Products and services
LinkedIn Company Pages allow you to create a mini-profile for each of your products and services. This allows each product or service to stand out on its own, provide unique and specific images and information, and get its own references. Just like requesting recommendations for your personal profile, don’t be shy asking for recommendations for your products or services.
5. Post. Share. Repeat.
Did you see a news article or video that’s related to your industry? Share it! LinkedIn users will follow your company and share your posts if you provide information that is interesting and important to them and their businesses. These updates will show up on feed when someone visits your Company’s Page and will also show up in the news feed of those who follow your page.
Share new product information, or request input from your followers to help develop a new product, but don’t post solely about what you sell. Consider the following rule of thumb: for every salesy post, share 3-4 newsy posts. Post a few times a week, but not multiple times each day. Businesses that post updates excessively are subject to review by LinkedIn and may have their page deleted.
You can attach files, such as .pdfs, powerpoint presentations, or images. Notice that there is not a “attach link” field. To attach a link, type in the link, then after the link appears, you can delete the link from the text, but the url and thumbnail will be attached to the post.
When the Company Update shows up in your profile feed, you can share the update with your connections and with individuals and with your groups. Engage your employees and encourage them to share your Company’s updates with their connections as well.
6. Take advantage of LinkedIn Jobs
Looking for a dynamic individual to fill an important job? Post it on your company page. LinkedIn provides an unsurpassed reservoir of talented professionals, and their job search tool is robust. Not only do jobs appear in LinkedIn search, but they also jobs appear in web search results and also on specific Twitter feeds like @lijobs_mgmt or @lijobs_mktg (search Twitter for LinkedIn Jobs). You will also be able to see who has viewed your job posting along with a ranking of 1-10 generated by LinkedIn. There is a charge for job posting that varies by location, and the posting expires after 30 days. However, once you post a job, you and your colleagues can share the job in your network and on any groups you belong to.
LinkedIn is an exceptionally effective way to network, showcase your personal expertise, and to discover and share interesting news. Likewise, LinkedIn Company Pages provide an equally effective way to communicate information about your products and services, create advocates, and generate leads for your business. Follow a few company pages, like Face It Social Media (http://www.LinkedIn.com/company/face-it-social-media-marketing) and utilize the tips mentioned above to get started with your own.
Need a little more guidance? Sign up for the Park City School District Community Education class on LinkedIn Company Pages on December 3, 2013, from 5:30-8:30. Email email@example.com for more information or for a private lesson or corporate workshop.