Anyone who works with me or has read my posts knows I’m a huge fan of LinkedIn. I joined LinkedIn almost 7 years ago, and I’ve really enjoyed watching the evolution of this professional networking platform from a barely noticed niche site to a behemoth in social media seen as an absolute necessity for sales and marketing professionals.
This Wednesday a group of Northeast Wisconsin professionals had the distinct privilege of learning from one of the acknowledged gurus of LinkedIn, Wayne Breitbarth, who visited Appleton, WI for a lunchtime seminar. Wayne is the author of The Power Formula for LinkedIn Success, a thoughtful how-to book that starts with the basics of getting started on LinkedIn and takes the reader all the way to unlocking some of the little known secrets that have helped make LinkedIn one of the most powerful online business tools available.
For those of you who regret missing the opportunity to learn from a master, go to www.powerformula.net and subscribe to his blog. You won’t regret it!
While Wayne covered a ton of subject matter in 90+ minutes, what was most exciting to me was his overview of LinkedIn Company pages and all the free (that’s right, free!) capabilities offered that most businesses and organizations aren’t yet taking full advantage of.
In a nutshell, here’s what you can easily get from a LinkedIn company page:
- A company overview that includes your elevator speech and key points of competitive advantage
- Products & Services – provide details on everything your company offers to customers. Use the Products & Services Spotlight to include up to three HTML call-to-action buttons linked directly to landing pages on your website, so your followers have an opportunity to take action immediately.
- Careers – post job openings at your organization.
- Use the status update feature to regularly provide information on events, new hires, product introductions, and industry awards. These go to everyone who follows your company with their regular news stream.
- Analytics to tell you the demographics of your followers, the number of visitors to your company page, and what content they’re most interested in.
Here are a few very simple tips to get started:
- Set an administrator. Decide the person or people you want responsible and set them up as page admin. They become the keepers of content.
- Get branding set. Position your logo so your company page and updates always appear with logo.
- Optimize keywords and content. LinkedIn is a search engine and is searchable by other search engines. Make sure all pages make good use of keywords, and you tell your business story throughout.
- Include locations, because many searches target geographies.
Attracting followers is your next assignment. Start by encouraging all your employees to follow your company page. By that simple step you’ll be announcing to their networks that you have a company page. Just imagine if you have 20 employees with 200 connections each, you’ve just found a way to communicate to 4000 potential interested targets!
Want to learn more? Go to the LinkedIn Learning Center. Or talk to a marketing professional. But don’t miss the opportunity to take advantage of this great tool.
And if you’re interested in more technical advice, read Frank Isca’s blog from April 4, 2012, Turn Your LinkedIn Company Page Into A Sales Magnet.