Leveraging LinkedIn for B2B Marketing

Give your business a powerful opportunity to promote its products and services, recruit top talent, and share important, interesting and useful updates by creating a LinkedIn Company Page.

Delivering useful, high value content continually and creating a solid platform of communication using social media is an opportunity to continually earn customers’ trust.

Anyone with a company name and company email address can create a LinkedIn Company Page within minutes. LinkedIn has 200 million members. It’s the leading social networking site for professionals, so B2B companies should absolutely create Company Pages as soon as possible.

Following are simple steps that you can take to create a great LinkedIn Company Page that motivates people to click the “follow” button.

  1. Optimize the “About Us” section – Write a compelling summary

The home page on a LinkedIn Company Page includes a cover photo, company updates, links to products and services, links to careers, and more. A brief description of the company is included near the bottom of the page.

Even though “About Us” is way down at the bottom, that doesn’t mean you shouldn’t take time to write a great description of your business. If someone makes the effort to scroll down to find the description, they’ve already demonstrated that they’re interested in your business. Don’t disappoint them by not providing the information they want. Furthermore, be sure to use keywords, so people can find your LinkedIn Company Page through relevant searches.

Most companies simply copy and paste the “About Us” section from their website onto their LinkedIn profile. However, this strategy is a mistake for those seeking to network on LinkedIn.

While the “About Us” on your website might be targeted towards a general audience, this section on your LinkedIn profile is aimed at the B2B market.

  1. Add products and services

Your LinkedIn Company Page includes a Products and Services tab where you can share images of your products, descriptions, links to purchase them, and more. This is the “sales” section of your LinkedIn Company Page, so go ahead and try to sell the benefits of your products and services.

  1. Make sure your most important product or service is listed first

The first product or service listed on your Products and Services page is also displayed as featured content in sidebar of your home page. That means more people will see it. With that in mind, make sure the first product on your Products and Services page is the one that you want to promote on your home page.

  1. Go Visual – Capture attention with a fantastic cover image

To keep up with the social media trends spearheaded by Facebook and Pinterest, LinkedIn has become more visual. Like Facebook, it’s possible to incorporate a banner image for your company’s LinkedIn page as well as incorporate video.

The cover photo appears at the top of the home page of your LinkedIn Company Page. Choose a cover photo that is visually dynamic, capture’s people’s attention, and lures them in to take a closer look at your Page content. Don’t forget that your company summary is hidden at the bottom of your home page, so it’s a good idea to include a message in your cover image that describes what your company does in a few words.

Practice basic branding techniques by using your logo wherever possible and keeping the tone consistent with your brand.

My logo incorporates my services.  This was done via using Wordle.


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  1. Add career information

Currently, you have to pay to be able to add the Careers page to your LinkedIn Company Page, but LinkedIn is a great place for recruiting talented employees and getting wider exposure across professional audiences. If you decide to use LinkedIn as a recruiting tool, be sure to add the Careers page to your Company Page or you’re missing a big opportunity.

Posting job openings on the company’s LinkedIn profile might seem unrelated to B2B conversions, but it helps increase visibility. Furthermore, keeping the careers listings updated lets visitors know that the page is regularly managed.

  1. Feature your employees and ask them to connect with your page

Ask your employees who have LinkedIn Profiles to identify within those profiles that they work for your company. Once they take this step, they’ll appear as employees on your Company Page where visitors can learn more about them and connect with them.

Again, featuring employees takes advantage of the visual element. People want to see the faces that are behind your brand. Showcasing employees makes your brand more personable and allows visitors to check out their pages as well. Remember, potential B2B customers might be more likely to connect with the profile of an employee than the business itself.

  1. Feature updates to highlight important content and to promote more effectively

Start creating useful, meaningful, interesting, or entertaining content that your target audience wants to read and see. A Page without content is one that no one will follow.

You can set any update that you publish on your LinkedIn Company page as featured, so it is highlighted at the top of the home page of your LinkedIn Company Page. For example, if you want to promote an event, hype a sale, or draw attention to a specific promotion or piece of content, make it a featured update so more people see it.

Use the updates feature to make certain updates visible only to segments of your follower audience. You can target by employee or non-employee, company size, industry, function, seniority, or geography.

Most importantly, keep the content on your LinkedIn Company Page fresh, useful, meaningful, and interesting to your audience and actively engage with your followers or your Page will have no chance at success.

  1. Promote your LinkedIn Company Page

Use the LinkedIn Company Follow button to make it easy for people on your website or blog to follow your company on LinkedIn with a single mouse click.

  1. Use LinkedIn Polls

Asking thought provoking questions about trending news in your industry distinguishes your brand as a thought-leader in the industry. Not only do you engage your current followers, you’re increasing your reach as the polls spreads across connections immediately.

  1. Create a Group

While most professionals and brands join groups for exposure, why not create your own? This truly establishes you as a thought-leader and as the group grows, so does your authority.

Instead of making the group self-promotional, add value to the discussion by focusing the group on industry news, best practices, new ideas, obstacles, and similar topics of interest.

  1. Share Links

Many brands like to share accomplishments, new products, and press releases on their social media sites. However, consider using LinkedIn as a platform for blog posts and articles that aren’t necessarily written by you.

In other words, make your brand a hot spot for industry news, valuable information, and knowledge in your field. By positioning your brand as a source of information, you attract leaders and businesses in your niche that could later turn into B2B conversions.

Parts of this article were first seen on the wittent.com

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