LinkedIn – Not Just Selling You, But Selling Your Business
Did you know… within the first seven seconds of meeting, people will have a solid first impression of who you are?
Online is no different!
LinkedIn can be used not only as a tool for selling yourself, from looking for new career opportunities to making industry connections, but also as a tool to sell your business. Follow our guide below to make the most from your LinkedIn business profile:
Build Your Company Page and Review It Often
When we welcome clients to our physical office, we always ensure we are spruced up and have fresh coffee ready for their arrival. The same should be said for your company LinkedIn page. Prospective clients may be turned off if faced with outdated information or messy posts.
Ensure you have, as a minimum:
- Company tagline
- Company logo (your profile picture)
- Company description
- Company location
- Company hashtags
- Company website URL
- Company cover photo
- Custom button (options include visit website, contact us, learn more, register and sign up.)
If you have a global brand or sell to a multilingual audience, you can add your name, tagline, and description in over 20 different languages when you are editing your profile. When you set it up, you will need to select your language preference from a list and populate the translation yourself.
These can be added to LinkedIn over time if you gradually expand your audience across different regions, and really add a personal touch.
Put a Face to the Name
In a digital world, it’s nice to be able to put a face to a name.
Of course, there are always the options of video calls and working lunches, but for keeping in contact after meeting at a conference or e-introductions, LinkedIn is a most suitable alternative – the 21st century equivalent of the business card.
Putting a face to the company offers a personal touch and also makes your brand more trustworthy when clients know who is behind the company.
When your company page is created, encourage all your team to create their own LinkedIn profiles, if they don’t already have one, with your company page added as their place of work. LinkedIn users will then be able to view all company employees and put a face to your team members.
In addition, suitable LinkedIn content can include team introduction posts, so your clients get to know the team.
Under One Umbrella
Does your company have several entities that would benefit from individual LinkedIn pages? If so, create a showcase page for each entity.
As seen in the example below from Virgin, they have created one brand page that encompasses the company as a whole. Showcase pages were then created to highlight some of their entities, and displayed on their brand page as ‘Affiliated Pages’. Each of these showcase pages can grow a following of their own, and having separate pages allows you to tailor content for that sole entity.
Unfortunately, followers from the main brand page do not transfer over to the showcase page. Invites will need to be sent to your connections to follow your showcase page(s).
Business pages and showcase pages are given 100 free invite credits per month, allowing you to invite up to 100 of your connections to follow your page each month. When a connection accepts your invitation, the credit is returned to you to send another invite. When a new month starts, your 100 credits are restored, allowing you to send connection invites again.
We usually would recommend a monthly reminder in your diary to send invites, with each team member taking it in turns to invite their connections to follow the page.
Check Your Vitals
Business pages are able to check their page analytics, which should be taken into account when changing your tactics and seeing what is (and is not) working for you.
Under the ‘Analytics’ tab on your business page, you can view:
- Metrics: page visitors, divided by mobile v desktop.
- Demographics: users that visited your page can be broken down by job function, location, seniority, industry or company size.
- Engagement and impressions on your posts are shown here.
- You can filter by clicks, impressions, reactions, comments, shares and engagement rate.
- View how many new followers were gained in a specific time period.
- You can view all follower names & profiles.
- Follower demographics: you can filter by job function, location, seniority, industry or company size.
- Track how your page followers and metrics compare to the competition. Here, you can see how many engagements your competition received and how many posts and followers they gain in a specific time period. LinkedIn allows you to select 10 companies who you can benchmark your performance to.
Don’t be afraid to hone your networking skills on LinkedIn!
- Bring your in-person networking over to LinkedIn. Invite contacts that you sell and do business with on LinkedIn.
- By simply searching for a company name on LinkedIn, you will be able to see all the employees that have listed that company as their place of work. Review these contacts and connect with anyone who may be in the same industry, which may be beneficial for your company and potentially a future client.
- By connecting on LinkedIn, you will gain access to all your connections’ first-degree connections! This also allows you to see contacts that may benefit you or future clients.
And don’t forget…
- LinkedIn is a professional outlet compared to other social media platforms. Ensure the content that your business page is liking and commenting on is appropriate for your professional connections to view.
- Spelling and grammar matter on LinkedIn.
- Remember to use your company hashtags, and those of the companies you have may have tagged in your post.
- Follow your competitors to keep an eye on what they are doing on LinkedIn. Also, follow any companies that are working in the same industry as you.
- Schedule time in your diary to send connection invites for your personal LinkedIn page and also for your business page.
- Ensure you ‘@’ tag any relevant people and companies in your posts. If you tag a connection in a post, LinkedIn will also show it to their connections, offering more interaction on your post.
- Add social media icons to your website and newsletters so it’s easy for people to click on and find your LinkedIn Page. LinkedIn have made the most up-to-date versions of their logo and brand guidelines available here: https://brand.linkedin.com/downloads
- Design your social media calendar to keep your connections up to date.
Need more help with LinkedIn? Read our helpful blogs below, or contact a member of our team.
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