Why does LinkedIn work for companies?
Although all Fortune 500 are active on LinkedIn, the majority of LinkedIn users are leading decision-makers from small to mid-sized businesses. Think of LinkedIn as a business forum: business owners investigate options and vet companies for potential partnerships or business deals. Having a LinkedIn presence creates exposure for your company and legitimizes your brand.
Your LinkedIn company page will also appear in Google search results. Because LinkedIn is a popular and trusted website, its company pages are highly ranked by Google, which means people can view your LinkedIn company page without being logged into LinkedIn. This gives your company significant exposure. For this reason, you want to make sure your LinkedIn company page is complete and updated frequently.
8 Ways to earn ROI from your LinkedIn company page
1. Make your company easy to find
LinkedIn offers an advanced search option called “Companies,” so fish where the fish are. Your website is useless when a decision-maker is using LinkedIn for, let’s say, networked wireless solutions, using advanced search terms like “national wireless.” Conversely, if your company name is searched on a browser like Google, you can load up your LinkedIn company page with SEO terms, maybe more than you would want to include on your own website. Modernizing Medicine example shown here:
The geeks among us know that LinkedIn improves search functionality with Galene algorithms, which usually returns your company’s LinkedIn page as a page-one result. According to a recent Forbes article, 75% of LinkedIn users research companies and people– so be easy to find!
2. Add content
It’s not hard to keep your page relevant with fresh postings. After entering your login credentials, it’s easy to engage your reader:
- Type in a message—no extra downloaded app required!
- Paste a link from your own website with comments.
- Add a graphic image from a recent event (a trade show, maybe).
- Paste a link from a trade publication with comments (see example below).
3. Look bigger than you are
If you compete in an active sector, your business benefits from a bigger presence rather than a smaller one. Synchronizing your company information (website + LinkedIn company page + social media) will go far to manage your online reputation because readers will see consistent, persuasive information when searching. Here is a CPA example.
4. LinkedIn company pages are FREE (for now)
When you set up your company page, your email address must be firstname.lastname@example.org email@example.com or firstname.lastname@example.org, etc. Gmail, Yahoo, and AOL are not acceptable because they are public addresses, rather than a company naming convention.
5. Reach the right audience
When you publish content from your Company Page, your company icon and message is instantly sent to your followers. This group of people can be thought of as a referral source, current users or interested professionals. What dollar value would you place to get top of mind awareness with people who can generate a positive buzz about your enterprise? It’s priceless.
6. Begin establishing relationships
Your company page will reflect your integrity and customer philosophy by interacting just as you might at a networking event or within a conversation. Storytelling is often used to demonstrate a recent customer experience that is relevant and believable. Give your followers or potential clients a reason to make a connection with your firm.
7. Give solutions
73% of professionals are seeking new information to guide them, according to a recent Power Formula study. What better way to share your expertise than with an engaged audience who is seeking solutions? This is not a way to “push” your brochure on LinkedIn; selling is accomplished only once a relationship is established. Rather, you want to “pull” your reader with engaging content that informs, educates and offers a solution.
8. Take advantage of LinkedIn data
This tab is visible only to an administrator of your Company page. The Analytics tab shows you who your visitors are, what they do, and what other companies they follow. You gain valuable insight into what content they’re most interested in, their job function, industry, company, and which products they’re researching.
Takeaway #1: Company pages encourage people to get to know you, your company and staff. You can feature your employees behind your brand and show how customers use your products.
Takeaway #2: Your company page is a great way to solidify your reputation and build trust with your clients and prospects.
There is a rather large difference between “doing” social and “being” social. For a company to succeed at this new business model, first learn how to do social and also, enable your team to be social.