LinkedIn among all the social platforms is particularly revered for its professional and business optimized look, feel and attributes. It is considered to be a powerful marketing tool for specially B2B companies. Now the reach of LinkedIn spans across 400 million users in more than 200 countries and territories. LinkedIn offers a huge opportunity to reach professional audiences across global and local locations and diverse industry niches.
Despite this huge potential and opportunity a LinkedIn page of a company can deliver, just a 57% of businesses actually have a page on LinkedIn. While this refers to the lack of utilization of a powerful tool such as LinkedIn, it also refers to the untainted potential of the platform as well. There is less competition for businesses in comparison to other platforms. In spite of all these most companies do not give the attention that the LinkedIn page deserves. To tap on the potential of LinkedIn for the digital presence of your company, here we will introduce 10 effective tips.
LinkedIn page is the digital face of the company
Companies often forget that their LinkedIn page being addressed to mainly professional users always plays a crucial role in shaping the brand image of the company. Actually, they should not only treat their LinkedIn page as a company product but should treat as the most important among them. It can as well be the prime digital face of the company in the long run if quality effort is put in it.
First of all, make sure that everyone of your email list knows you have a LinkedIn Company Page. Provide them a quick follow link to the page. Secondly, put the link of your LinkedIn Company Page in your email signature used for the URL of your LinkedIn personal profile.
But offering links to people is the very first step that should be followed by a thorough optimization drive. Ask yourself why the audience should follow your LinkedIn page. Just offer them something that may interest them instantly. Does your LinkedIn page offer some unique insight or allow users to take advantage of some promo codes?
As an effective measure you can also consider sponsoring an advertisement to boost traffic to your page. This may seem a bit superfluous, but it can deliver new audience for the page in quick time. Come what may, you need to grab every measure to push more engagement with your LinkedIn company page.
Make the Company LinkedIn Page SEO friendly
Every business invariably understands the importance of driving search engine traffic to company’s profile pages in social platforms and it is more important for your LinkedIn page. SEO friendliness directly results in getting more traffic, higher estimation from other businesses and professionals and a solid branding. There are few aspects to this.
First of all, while creating the company’s LinkedIn page, you will be asked to furnish valuable information concerning your business that is likely to be showcased on top of your LinkedIn profile. While this is important to introduce your business to visitors, making this profile description SEO friendly is crucial for driving traffic to your page. From optimizing it with keywords that are most searched by your target audience is crucial for this description.
While crawling Google makes a preview up to 156 characters of the description text and naturally you need to state your agenda straight at the first few sentences. Another important thing is to use keywords that align with the overall keyword strategy of your website.
Grab attention with attractive banners
With 4 million LinkedIn business pages and sill counting, to grab user attention at first glance you need to optimize your page visually as well. You can make your business page stand out from the crowd with attractive banner images. Make sure you use images that are high in pixel count and make a statement on your products or services. Besides grabbing quick attention they can easily communicate the brand message to the audience.
The banner is also helpful in showcasing a new product or sensitizing your audience on anything new or attracting audience on an upcoming event. Moreover, there are three areas where you can use banners in your LinkedIn profile, respectively as home page, careers page, and showcase page.
Optimize the showcase pages
Basically a showcase page within your company’s LinkedIn profile serves the purpose of expressly showcasing something relevant to the company and audience. For instance, the showcase page can be used to promote a particular product or service or to make an announcement or to portray anything relevant to your audience. Moreover, showcase page come with their own analytics allowing you to see the evolving interest of visitors.
LinkedIn allows the users to create as much as 10 showcase page with a profile and you can always utilize the opportunity to its fullest potential. But remember, updating the showcase pages with new and upcoming products, services, announcements and news are necessary. Otherwise, they may look uncared-for and audience can lose interest in them.
Optimize profile with keywords
Many businesses while creating their LinkedIn profile page inadvertently do not give much attention to keywords. All they do is to describe the business and products and move on to other information. That is a big mistake. To your surprise, LinkedIn profile pages are not only searchable, but to generate traffic and widen the reach often SEO friendly keywords play a big role in many company’s profile pages. Make sure you use keywords as per your SEO strategy for the website and help your target audience in finding your LinkedIn profile page.
Boost your header image
Still a vast majority of companies underestimate the role of header image and they often just finish this with a hurried cut and paste process. Worse still, a majority of company pages on LinkedIn only use a single image instead of utilizing a full library that they are permitted to do. Images in header often easily grab attention and push users to scroll down the page in search of their content.
Make sure that the updates are comment-worthy
While frequently updating the profile is important, you must ensure that the new updated contents can push users to post comments and engage. Here are three ways that you can do this.
By asking a question makes a compelling appeal to answer and comment. Question should be relevant and related to your new post.
By offering a unique statistics also you can push users to make a comment. It can be related to your business or the result of a recent customer survey.
Always add more value to your updated posts by providing a link. It has been seen that links are taken as credible attributes for a post.
Address audience with targeted Posts
While you want to deliver inspiring and informative content as part of your digital campaign, you cannot be sure whether your LinkedIn followers are receiving the kind of contents they want. You can always do it better by segmenting your audience as per location, job function, industry, business size, seniority, etc and LinkedIn as a platform allows you to do that. You can address audience with targeted posts as per the type of people and profile.
Make sure employees are connected and engaged
You should start always by reaching your own people. First of all make sure that the LinkedIn profiles of your employees are connected to your Company Page. Secondly, encourage your distributors, channel partners and other people connecting to your page. Lastly, always let all your company people and close affiliates share company updates through their own LinkedIn networks.
Give audience a picture of your Company Culture
While big brands always make headlines for being great places to work, a small enterprise can as well be a good place to work. To your surprise, there are too many startups that are even better places for growth and work satisfaction compared to many big names. Showing your workplace environment you can create a positive impression on job seekers and clients and your LinkedIn profile is the ideal place to show off such things.
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