December 20, 2014

Boost Your Brand with LinkedIn Company Pages

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Confession time. I’ve always cast a suspicious eye at the leading contender in a popularity race.

While all my elementary schoolmates had Teenbeat posters of Shaun Cassidy on their walls, I knew that Parker Stevenson was my Hardy Boy and the real brains of that mystery-solvin’ duo.

When it comes to marketing your business, I’m still bucking conventional wisdom when I make a pitch for spending time on LinkedIn over some of the other social networks.

Yes, I know there are a billion people are on Facebook! Compared to LinkedIn’s anemic 175 million, Facebook seems your best bet to gain serious brand exposure.

But are your Facebook fans actually buying your services, inviting you to speak or guest post an article?

HubSpot, a maker of inbound marketing software, did a little study in a study of the over 5,000 inbound marketers where they pitted LinkedIn against Facebook and Twitter. The results? “LinkedIn proved to be the most effective social media channel for lead generation — 277% more effective, in fact.”

LinkedIn recently increased your marketing firepower by adding Company Pages. Akin to a more static version of Facebook’s business pages, LinkedIn’s Company Pages let you share detailed information about your company, showcase its products and services and even post updates to keep your network current on the latest in your enterprise.

Here are a few ideas to amp up your Company Page on LinkedIn:


Let’s get visual

You can upload your logo and a bunch ‘o text, but if you want a really engaging Company Page, go visual. It’s no secret that social media is becoming less focused on words and more on visuals – who hasn’t noticed the increasing numbers of images in your Facebook stream? (And – ahem – have you ever heard of a little upstart called Instagram, recently snapped up by Facebook for $1 Billion dollars?)

Put a banner photo on your homepage

No worries about another item to your mile-long To Do list! Make it easy on yourself and repurpose your Facebook cover image – the image should be 646 x 220 pixels or larger.

Bonus points if you can add some text to your image that lets people know, in a flash, what you do. See how ZipCar did it? You can, too!

FamousinYourField.com - Zipcar's LinkedIn Company Page Banner Image

 

 

 

 

 

 

 

Get your products or services in the spotlight

The Company Page also lets you in showcase your products and services. On your main Company Page, there are tabs for Careers, Products & Services and Insights. Click on the Products & Services and start adding yours.

More bonus points if you use the Product and Service Spotlight. This nifty section lets you feature which three scrolling, clickable banner images (640×220 pixels) that take the visitor to specific pages on your website.

Keep it current with updates

Your company page also features a front-and-center stream of updates, similar to Facebook’s timeline. Pop in once or twice a week with an update on something fun or cool that’s happening in your business, your latest blog post, or a sizzling bit of content.

Your fame boosting assignment:

This week, visit your LinkedIn profile and show your Company Page a little love. Add a banner photo and a few products and services. Make posting regular Company Updates part of your social media and networking habits.

 

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Comments

  1. I’m with you, Lori! People who ignore LinkedIn do so at their own risk. Obviously, the kind of business is a huge consideration too. For example, I’d argue that B2B marketing is much more effective on LinkedIn and the groups can be an awesome way of networking. There is no comparison between LinkedIn and most other social sites, not because LinkedIn is inherently better, but because it reaches a completely different community.

  2. Lori! I loved Parker too!!!!!!!!!!!!!!! :) but i have to admit my linkedin page is the neglected step child of social media for me….your suggestions are terrific….will add to that to do list! Thanks!!!!111

    • Aww, we share a Hardy Boy! Now, where did you fall on the Ponch vs. Jon debate?

      I know, I know, for so many of us, Facebook is where the fun is, but if your audience is on LinkedIn, it can be more effective at generating business leads, cause people are in “business mode” on LI.

  3. HI Lori! Great article. I popped into LinkedIn and had to message them because I am not able to edit my company page. Thank you for the great reminder of the network we can develop through LinkedIn. Sometimes I forget! I can’t wait to try this. Thanks! Janet

  4. Lori, as always some great advice to reach more people. With my fulling stepping in to corporate wellness, I know this is where I have to make more of my presence. Linked In just crawled up my to do list with your great tips. Thanks.

  5. Lori, excellent info. I didn’t know about Linked In business pages and just shared your article with a developer friend! Thank you!!

  6. Oh, thank you! If it wasn’t for you, I’d never know about Company Pages! And the stats you share are so compelling. I must devote more of my social media energy on LinkedIn! Thanks for these great tips!

  7. The minute I finished reading this post, I headed over to Linkedin and created a business page. Thanks for the advice! I will need to look more closely at Linkedin when it comes to my social media strategy.

    • Stephanie! You are such an action taker – love it. And your Company Page looks great; nice call to action on your banner image.

  8. Should I even admit that I went to a Bee Gees concert? Too funny. Love these tips for LinkedIn pages. Mine just sits there lonely and languishing. So excited to have steps to implement. Thanks Lori!

    • Oh, I loved Andy Gibb, too, Catherine! Regarding LinkedIn, it might be worth spending a bit more time there if your ideal clients are businesses.

  9. What super advice, Lori. I will have downtime at the end of the month and am committed to making my videos! Thanks again!

  10. Wow, 277% is not just winning, it’s trouncing! I’m taking your advice and jumping to a company page on LI. Thanks for the hugely informative post.

    • You got it, Sandi. People like to play on Facebook, but they buy on LinkedIn. (Wonder if I can trademark that?) Go get ‘em!

  11. Thanks Lori! I definitely use my individual LinkedIn Page a lot, but hadn’t considered the Company Page – will have to try this too!

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    Boost Your Brand with LinkedIn Company Pages…

    LinkedIn recently increased your marketing firepower by adding Company Pages. Similar to Facebook’s fan pages, LinkedIn’s Company Pages let you share detailed information about your company, showcase its products and services and even post updates to k…

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