A LinkedIn company page helps you network and prospect for quality sales leads, but it also establishes your public image on a global scale as a reputable and trustworthy organization.
Although many people view the social media site LinkedIn only as a site for job hunters and for growing your professional network, LinkedIn is an equally effective tool for generating new business leads and nurturing referral relationships. A 2013 study from Jill Konrath and Ardath Albee revealed that 84% of users generated several business opportunities from the use of LinkedIn.
A LinkedIn company page provides your business with the opportunity to tell your company’s story, engage with followers, share career opportunities, and scale your word of mouth marketing.
To encourage your audience to make contact with your company and perceive your company as a trusted resource, create a LinkedIn company page that is informative, error-free and well managed by company administrators. Additional business benefits to using a LinkedIn company page include:
1) Creating shareable content that benefits your audience.
By producing content that your viewers want to see and share with others, your viewers become engaged advocates of your company and expand your global reach and influence. Make your content available in different formats such as SlideShare business presentations, blog posts, infographics, webinars, podcasts and videos to suit the viewing preferences of your target audience.
According to LinkedIn, your company should post as many status updates as your content supports. You will reach more of your audience and extend your reach as you post more often. Companies that post 20 times a month, on average, reach 60% of their followers with 1 or more updates; and 20% of followers are typically reached with one status update.
As with any quality content marketing effort, strive to publish authentic and relevant posts to encourage viral likes, shares, and comments. Posts that feel like spam will not get shared and, in fact, could result in your business losing followers.
2) Introducing new products or services you’ve developed.
According to the Marketing Tech Blog, the top 5 reasons why people follow brands on social media are: promotions and discounts, latest products information, customer service, entertaining content, and ability to offer feedback. More than half of vendors say they have generated sales through LinkedIn.
With LinkedIn company pages, you can introduce new products or services your company developed and explain how they will help customers to achieve their professional goals and meet their business needs. You can also provide links to your website to enable readers to easily find more information and convert your website visitor traffic into warm business leads.
3) Differentiating yourself from your competitors.
On LinkedIn, you can use your company description to emphasize how you stand out from your competitors. Include company news and share information about your company culture to reach potential new hires and convey your company’s values, mission and vision.
Consider how you can use stories, infographics and photos to give users a authentic, transparent and positive impression of your company. Visual storytelling via links to video, infographics, photos and artwork gives users impressions about how your company thinks and acts.
4) Finding job candidates who can make a significant contribution to your business success.
LinkedIn profiles reveal valuable information about people seeking jobs at your company, including their stability, their record of successful accomplishments and their passion for what they do. By hiring and retaining these employees, your company will benefit from their expertise and energy.
When social media communication is done properly by your existing employees, it has the potential to create powerful relationships. By developing these relationships with current and prospective customers, employees and referral sources, your employees can significantly enhance your company’s bottom line.
5) Checking on what your competition is doing.
According to the Content Marketing Institute, 94% of B2B marketers use LinkedIn to distribute content, making it the social media platform used most often. By visiting the company pages of businesses serving your target market, it’s easier to monitor changes in your industry and track what your competition has accomplished. Noting transitions of employees and monitoring the social media content strategies of other companies on a regular basis will help you identify trends and opportunities for talent acquisition and growth areas for your business.
6) Improving your ranking in search engines.
Google and other search engines rank LinkedIn company pages and posts highly in the search engine results pages, so adding updates to your company page and optimizing posts for SEO helps to improve your performance in the search results pages. As a result, your website may see an increase in visitor traffic, especially if links back to your company’s website are embedded in your posts.
If you’re a page administrator, you can view analytical data about your company page to help you gain deeper insights into your page performance by:
- Seeing how engaging your individual posts are
- Identifying trends across key metrics
- Understanding more about your follower demographics and sources
- Understanding more about your page traffic and activity
A high-quality LinkedIn company page helps you network and prospect for quality sales leads, but it also establishes your public image on a global scale as a reputable and trustworthy organization. By tailoring your LinkedIn content to suit your intended audience and managing LinkedIn wisely, you’ll enhance your company’s opportunities to build referral relationships, generate sales leads and attract talented members to join your team.
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