With more than 259 million members worldwide, LinkedIn can be a powerful marketing tool for businesses, especially those in the B2B industry. But just having a corporate presence on the popular business networking site — i.e., a LinkedIn Company page — is not enough. If you want to attract attention and traffic to your products and services, you need to optimize your LinkedIn Company page.
So how do you create a buzz-worthy LinkedIn Company page? Dozens of LinkedIn experts share their top 11 tips.
1. Customize your URL. "LinkedIn gives every user a default URL with a numeric code that does not have any significance," says Justin Fishaw, direct of Content Marketing & Social, DigitalSherpa.com, a content and social media services provider. To customize your LinkedIn Company page URL, "go into your LinkedIn settings and click on 'Public Profile.'" Just remember to "keep this URL simple and use your company name if it's available."
2. Have a good banner image. "Your cover photo is the first thing visitors see," explains Mike Volpe, CMO, HubSpot, a marketing Software-as-a-Service company. "As a result, it's important to have a cover photo that represents your brand," he says.
"Design a professional business page header," suggests Michelle Campbell, an account coordinator at Potratz, a digital advertising agency. "Instead of a stock image or a poorly-cropped photo of your team, have your creative department craft an image that showcases your company's personality and goals. Something as simple as a high-quality header graphic establishes your credibility as a link-worthy company."
3. Add relevant keywords. "Include a number of relevant keywords in the description of your company to increase your chances of ranking high in relevant LinkedIn [and Google] searches," advises Fishaw.
4. Post engaging content — and update your page regularly. "LinkedIn is a social channel, so be social," says Jason Robbins, CEO of ePromos Promotional Products. "Share blog posts, press releases, company updates and other relevant news. But do a gut check before posting a link or update," he advises, to make sure what you are posting is not entirely self-serving.
"Post interesting, relevant, helpful information," suggests Wayne Breitbarth, the author of The Power Formula for LinkedIn Success: Kick-Start Your Business, Brand, and Job Search. "Keep your followers up to date not only about your company but your industry in general."
And be sure to "update your page regularly," adds Scot Sessions, director of Marketing, HireVue, a digital recruiting provider. Taking "just a few minutes each day [to post fresh content] can help make your page engaging and resourceful."
5. Include products and services. "On your Products & Services page, highlight your current lineup of products and services, but also share articles, whitepapers, eBooks, etc.," says Breitbarth.
Sign up for CIO Asia eNewsletters.