I’ve been a Linkedin evangelist since it first launched in 2003. Still, today, it is one of the most underutilized marketing tools for business. Perhaps people have the impression that it’s not as cool as a Facebook Page or a Google+ Page? But let’s face it, Linkedin is a trusted source of business information. And in my opinion, people expect you to have a Linkedin Page. In the past Linkedin has been described as the company board room while the Facebook has been described as the company bar or barbeque. Linkedin made major improvements with its September 2012 redesign, making a pimped out Linkedin Page just as cool as a Facebook or Google+ Business Page. But the purpose of this post is not to convince you that you need a Linkedin business page (hopefully you already get that), but to give you some very easy steps to take full advantage of it.
If you don’t already have a company Linkedin page, you’ll need to go here before you proceed. Or you’ll need to become an administrator of your Linkedin Business Page if you’re not already.
8 Steps to Pimp Our Your Linkedin Business Page for 2013
- Complete the Basics – It’s amazing how many people haven’t even done this. You’ll want to complete as many fields as possible: Company Type, Size, Website, Industry, Operating Status, Year Founded, Company Locations, Company Description and Company Specialties. Your company description and specialties are very important as they’ll help you be found from non-branded searches on Linkedin (and perhaps external searches). For the Company Description write something unique. Don’t simply copy/paste the same description from your corporate website about us page or your Facebook page. This a form of duplicate content, and although everyone does it, the best practice is to write something especially for your Linked page. Currently, the company description will appear the bottom of your page under recent posts (see Step 4 below).
- Add Your Logo – Easy enough, right? You should upload both a standard and square version. The square version will be shown with posts. Your standard corporate logo is fine. In the future you might consider creating a special social “in” logo or social media logo.
- Add A Cover Photo – Linkedin clearly followed Facebook and Google+ on this. Twitter has also recently added a cover photo option. This was a much needed improvement for Linkedin. Many businesses simply use the same cover image they’re using on Facebook and Google+ which I think is great because it helps give each social profile have the same look and feel.
- Add Products – You can promote products and services on the Products Tab. You can also add a YouTube video and if you want to get fancy you can target your products with banner ads targeting a specific audience based on the user’s Linkedin Profile such as title, industry, etc. For example, if you have B2B and B2C products, you could create a separate banner and products that are displayed to each. You could even target ads and products for a people who work at a specific company! But for most beginners or to get started quickly, just add your most important products and make them visible to everyone. Don’t take shortcuts. Write unique descriptions for each (again don’t copy and paste product descriptions from your corporate site), upload nice product images, add product specific videos (if you have them) and include a links to the appropriate pages for more information about the product. Consider creating a special promotion for your Linkedin visitors only. You could create a special promo code for them or create a unique landing page.
- Post Updates – Of course you’ll want to share your own blog posts. But also share other people’s, businesses’ or industry-related posts. You don’t want this to look exactly like your blog. Another really cool feature is the ability to target your updates by company size, industry, function, seniority or geography. This seems similar to Google+ Circles…except not quite as cool and you don’t have the same control. If there’s an update you’d like to feature at the top of your page, select the “Feature this update” link underneath the post and that post will be prominently displayed at the top of your page. Whether posting your own blog entries or sharing posts from other, try to add a little introduction. commentary or just your thoughts on the post. Initially, try to post something new each day or until you have 5-6 posts minimum (it just makes your page look complete) and then switch to weekly posts if you don’t think you can commit to daily posts long term. Only company administrators can post updates on behalf of your company.
- Promote Internally – Let your employees know about your new Linkedin page and encourage them to create their own profiles and “Like”, “Comment” and “Share” your posts with their connections. Send out an internal email or post it on Yammer or other internal networks. You also might want to select a few key social media savy employees as administrators who can help monitor your new page. You might also notify partners and vendors about your Linkedin page.
- Promote Externally – Once you’ve completed steps 1-5, you’re ready to share it with the world. Add the Linkedin Follow or Share widget to your website. I generally recommend the Follow widget in a common footer and the Share widget on articles and blog posts. Include the Linkedin logo or link in newsletters and email signature lines. It’s probably not worthy of a press release, but announce it on your Twitter, Google+ and Facebook pages. You might even feature your new company page with a targeted Linkedin Ad.
- Monitor and Engage – Someone has to be responsible for this. If you’re going to have a presence it must be monitored and moderated. Consider selecting a few key employees to own this. They might be part of the marketing, social media or customer service teams. But you want people who understand your brand and desired voice. If something comes up that they don’t know how to respond to publicly, make sure they have a go-to person (you, a brand manager, corporate communications person, etc.) who can help them.
On October 16, 2012 Linkedin introduced brand new Profiles. This turns out to be a good thing for brands as well, because now the logo used on the employer’s brand page will also appear on the employees profile page. Upgrade your Linkedin Profile here. Linkedin says it will continue to innovate and I can’t wait to see what they do next!