Having a strong LinkedIn presence is crucial for any business looking to build its brand and connect with potential customers. LinkedIn is the world’s largest professional networking platform with over 722 million members. With so many professionals on LinkedIn, it presents a major opportunity for businesses to promote themselves and attract new leads.
But simply having a LinkedIn business page isn’t enough. You need to optimize your LinkedIn presence to stand out from the crowd. A well-optimized LinkedIn page establishes your business as an authority in your industry, helps you rank higher in LinkedIn search results, and gives site visitors all the information they need to become a customer.
Follow this comprehensive guide to make your LinkedIn business page the best it can be.
Complete your Company Page
The first step is to fully complete your LinkedIn Company Page. This ensures your business shows up accurately in LinkedIn searches.
Start by adding an eye-catching cover photo that represents your brand. This will be the first thing people see when visiting your page so make sure it looks professional.
Add your company logo, description, location, industry, company size, founding year, website URL, and any other relevant information about your business. The more details you provide the better.
You can also showcase company updates, jobs, videos, awards and more by adding additional sections. The more content you include on your page, the more opportunities there are for site visitors to engage.
Optimize SEO Elements
When completing your Company Page, be sure to optimize all key elements for SEO. This will help your page rank higher in LinkedIn search results.
– Company name: Include your full brand name and any variations.
– Page URL: Use keywords relevant to your business.
– Headline: Summarize your brand offering in 150 characters.
– Description: Explain what your company does in 400+ characters using keywords.
– Experience section: Detail your business offerings using keywords.
Optimizing these elements makes it easier for your target audience to find you through LinkedIn search.
Showcase Products and Services
One of the best ways to enhance your Company Page is to use the Products and Services section. Here you can add descriptions and images of all your offerings.
When adding products/services:
– Use keywords people may search to find you.
– Keep descriptions concise and compelling.
– Include high-quality product photos.
– Link to your website for more details.
– Feature your most popular and recent offerings.
Showcasing your products/services makes it easy for prospects to learn about your business.
Build an Engaged Follower Base
Growing your followers is key to increasing engagement on your Company Page. Here are some tips:
Promote Your Page
Get the word out about your LinkedIn presence. Promote your page URL on your website, email signatures, business cards, and any other materials.
Inform network connections about your Company Page and ask them to follow you. Offer an incentive like discounts or exclusive content to encourage follows.
Run Sponsored Content Campaigns
LinkedIn advertising lets you promote your page to your target demographic. Consider running Sponsored Content campaigns to boost awareness and followers.
Platform | Benefits |
---|---|
LinkedIn Sponsored Content | – Target your audience by location, industry, job role, and more – Share Company Page posts or custom ads – Drive traffic to your page and website |
Engage Followers with Great Content
Post regularly on your Company Page to engage followers. Offer valuable insights, thought leadership content, behind-the-scenes footage, polls, and more.
Respond to all comments and questions to build relationships with followers. The more you engage, the more your audience will too.
Establish Your Team as Thought Leaders
Position yourself and your employees as industry experts by sharing thought leadership content. This strengthens your brand and establishes trust.
Thought Leadership Content Ideas
– Industry trend articles
– Whitepapers and ebooks
– Webinars and presentations
– Case studies demonstrating results
– Data reports and infographics
– Video interviews or speeches by leadership
– Conference and event recaps
Publish this thought leadership content on your Company Page and have employees share it from their personal profiles.
Encourage Employees to Have Strong Profiles
Make sure all leadership and employees have complete LinkedIn profiles highlighting their expertise. This gives your business more visibility.
Employees should connect with customers, partners, and influencers in your industry to expand your network. A larger network means greater awareness for your brand.
Collect Recommendations and Testimonials
Credibility is key on LinkedIn. Collect recommendations for your Company Page and employee profiles. This social proof is highly valuable.
How to Get Recommendations
– Provide great service to LinkedIn connections and ask for recommendations.
– Follow up after client meetings/calls and offer to give a recommendation too.
– Send clients a recommendation questionnaire to fill out.
– Offer discounts for customers who provide recommendations.
Testimonials with specific details are most authentic. Recommendations establish trust and credibility with visitors.
Analyze Metrics and Optimize
Key LinkedIn Metrics to Track
Metric | What to Measure |
---|---|
Followers | How many followers your page gains weekly/monthly |
Engagement | Likes, shares, comments on your posts |
Clicks | Clicks on links or call-to-action buttons |
Referral Traffic | Website visits generated from your page |
Quality Followers | Relevant followers in your target audience |
Monitoring these metrics helps you identify what content resonates best with your audience. You can use this data to refine your LinkedIn strategy.
Try different post formats, update frequencies, and content types. Test calls-to-action, messaging, images, and more. Analyze the results and double down on what works.
Promote Your Page in Email Signatures
Include your LinkedIn Company Page URL in the email signatures of all employees. This gives your page recurring exposure to customers and partners.
Here are email signature best practices:
– Place your URL prominently after your name.
– Use a compelling call-to-action like “Connect with us on LinkedIn.”
– Make the hyperlink text your company name or “Visit our LinkedIn.”
– Ensure the hyperlink works properly.
Email signatures are a simple tactic that repeatedly promotes your page to your network.
Conclusion
Optimizing your LinkedIn Company Page takes time and effort but delivers tremendous value. Follow this guide to boost your brand visibility, establish expertise, engage more customers, and drive measurable business results.
Focus on creating a complete profile, engaging followers with great content, promoting thought leadership from your team, collecting recommendations, tracking performance metrics, and inserting your page URL in email signatures.
By investing in your LinkedIn presence, you can connect with targeted B2B customers and elevate your brand. Set your business apart with a stellar Company Page that showcases why prospects should choose you.