10 Tips for a Successful Company LinkedIn Page

10 Tips for a Successful Company LinkedIn Page Created by Alan Ridenour

1. Determine who is going to manage the company page Much like your website, someone needs to own your LinkedIn page. The only thing worse than going to a company LinkedIn page that is out- of-date and out-of-sync with other corporate messaging is one where no one is paying attention to comments, posts and questions others pose.

2. Layer in your visual identity Ensure your company page matches your company’s visual branding with an appropriate cover image, logo and style. Integrated marketing 101 states that your visual identity, regardless of where it appears, must be consistent. LinkedIn is no different. It’s an easy way to add a layer of consistency – and polish to your presence.

3. Include boilerplate information and your URL in the “About” section This assumes you have well articulated boilerplate that describes the company, what it does, who it serves, what you do better and why people should care. Ideally, this information already lives in the “About” section of your website.

4. Fill out the products and services page Too often, tabs are left blank on company profile pages. This is a missed opportunity – and sends the wrong message to potential customers. Once someone clicks into your company page, get them interested enough to want to either contact you through LinkedIn or click through to your website.

5. Post updates and thought leadership pieces with regularity This speaks to having an over- arching content generation and dissemination strategy to create and post meaningful content to LinkedIn, and elsewhere, like your website, e-newsletter and broken into a multitude of tweets. In addition company news, share good content written by others that’s relevant to your industry or market.

6. Share boilerplate information that employees can use on their personal profiles In one recent case, I saw a company whose employees referred to the company name three different ways. Talk about a branding no-no! What’s worse, in reading what the company did, you would never know it was the same place as a random look at 10 employees showed they all referred to the company’s key areas of focus in different ways.

Ask employees to share company- generated and shared content Easier said than done, but setting up an SOP to leverage the additional reach that employees can provide is an often overlooked tactic. The potential exponential reach, with minimal effort, is huge. And, in all likelihood, your employees share some similar connections, bringing the power of frequency to the mix.

8. Ask for recommendations Anytime you get a testimonial, ask if that person would be willing to issue it in the form of LinkedIn recommendation. While some view this as stacking the deck, if you have a few reputable people from the industry saying that your company is awesome, it increases the likelihood that a prospect or potential employee gets a positive impression.

9. Encourage appropriate employees to join industry-relevant groups and monitor This can be a bit of a precarious one. You don’t want unauthorized employees speaking on behalf of the company, but you do want smart, knowledgeable people reflecting positively on your business. This also speaks to having a clear social media policy. At a minimum, company leadership and the owner of your LinkedIn page should be active listeners in appropriate groups and contribute to timely, meaningful conversations.

10. Measure how LinkedIn is performing as a driver of site traffic Determine if visitors who come from LinkedIn are spending more time on the site, which pages they hit with the most frequency and if they represent mostly new site visitors or repeat visitors.

Thank You