Your company can no longer afford to overlook your LinkedIn profile: like it or not, your company’s LinkedIn profile often shows up on the first page of search results for your business.
There’s a big difference between having a LinkedIn profile and having an amazing LinkedIn profile.
Today, the best companies spend a significant amount of time making their profiles look great. Want to be one of those companies? Follow our guide below to learn how to create an amazing LinkedIn company profile
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Tips and Tricks for Creating your Profile
An amazing LinkedIn company profile starts with spending a lot of time actually creating the profile. Here are some tips that will help you with the creation phase:
Use Professional Photography: Your profile photo (which is different from your logo) should be a professional shot of your business or your employees in action – never add some amateur photo to your company’s LinkedIn page. In fact, you’re better off having no banner photo than some poor-quality smartphone shot. Invest in a professional photoshoot. You’ll use it on more than just your LinkedIn company profile.
Add All Relevant Contact Information: Your followers may need to contact your business in the future. When that moment comes, it’s crucial for your business to have all relevant contact information available on your page. Instead of displaying all 15 different ways to contact your company, however, consider just posting one email address and phone number. The user doesn’t have to spend time deciding on the best way to contact you.
Keywords: Load your business description with keywords and SEO-friendly descriptions, making it easy for searchers to find your business. If you’re a plumber in New Orleans, for example, make sure the words “plumber” and “New Orleans” appear in the same sentence multiple times on your page.
Post Company Updates: Your company’s current – and future – customers will start to follow your page. This is when you should start posting company updates like news, sales, industry articles, thought leadership, opinion pieces, and other information. Establish your company as a leader in your industry, and people will start to take note.
Add a Follow Button to your Company Website: Make sure your customers know you have an active LinkedIn company page by adding a follow button to your company’s website. LinkedIn explains how to do that in this video.
Add your LinkedIn Profile to Other Company Social Media Pages: Many companies these days have active Instagram, Facebook, and Twitter profiles. Add your LinkedIn company profile link to the description of these pages and you’ll funnel interested customers towards your company profile.
Share Video and SlideShare Content: LinkedIn makes it easy for companies (as well as individuals) to highlight videos and presentations directly on their page. When posting a content update, you’ll be able to share video and SlideShare content. This helps to further establish you as a leader in your industry and can educate people on a topic they know little about.
Use Images to Attract Attention: LinkedIn is a professional networking website. It’s not a photography website like Instagram. Understandably, photographs aren’t the central feature of most LinkedIn pages. Nevertheless, good image usage can capture attention and attract your audience. Make sure your company’s professional logo is at the top of the page, and then draw readers’ eyes with an eye-catching profile picture. The same practice holds true with content updates: people are much more likely to click on your content update when it’s attached to a colorful image. Nobody wants to click on a paragraph of text to read more paragraphs of text.
Create Showcase Pages to Highlight your Products: Showcase pages are a unique LinkedIn feature that lets you highlight your specialized content. Think of it as like your “Greatest Hits” for content updates. More importantly, Showcase pages let you customize your messages and engage different audience segments based on their perceived interest in your products. These were previously known as Products and Services pages.
Customize your Profile URL: This one is easy and basic. Instead of your company being located at LinkedIn.com/nasdf8j034klasdf, you can make sure it’s located at LinkedIn.com/YourCompany. This is good for SEO and for customer service. This happens automatically when you sign up for LinkedIn, but you may want to make minor changes to simplify your name. If you need to change your company name in a more major way, then you actually have to email a LinkedIn admin to do that. You can get contact information here.
Change your Links: By default, your LinkedIn page comes with three links pointing wherever you like. It’s recommended you use these links to point towards things like your official website, your conversion page, and another social media page. However, LinkedIn also gives you the ability to change the text of your links. Your link might go towards the “Services” page on your website, but you can name it something more enticing like “Free Marketing Seminar Download”.
Once you’ve implemented the above tips, you should have a good little LinkedIn company profile foundation on which you can build. Start to implement the tips below to continue optimizing your amazing LinkedIn page.
How to Continue Making your LinkedIn Profile Amazing After Its Creation: More Tips
Treat Every Contact as an Existing Customer
Some LinkedIn “experts” recommend that you treat every contact as a potential customer.
Instead, we recommend that you treat every contact on your LinkedIn page as an existing customer. Many of your contacts are existing customers. It’s rare for someone to follow a company’s LinkedIn profile without having at least some interest in the company.
When you treat contacts as existing customers, it’s easier to control your LinkedIn company profile. You may rethink before you post a certain content update, for example, because you don’t want to offend your followers.
Walk a Fine Line Between Self Promotion and Spam
Your followers didn’t follow your company on LinkedIn because they want to hear about how awesome your company is. Instead, they followed your company because they’re interested in your products and services, have worked with you in the past, or want to stay tuned to your news in the future.
What your followers don’t want is for their feeds to be constantly flooded with self-promotional material.
However, if you can walk a fine line between self-promotion and spam, and keep your followers engaged in between, then you’re already using LinkedIn more effectively than the majority of businesses.
Don’t Be Afraid to Show Your Company Culture
Many companies don’t let their true company culture shine through online. Instead, they present a professional, boring face to the outside world.
Don’t be like most companies! LinkedIn is a great place to show off your company culture. People can see your employees’ LinkedIn profiles and realize they’re real people with real hobbies and interests.
Of course, you don’t have to show off your employees. Used LinkedIn to showcase photos of company events or celebrations. People already know the “professional” side of your business from your official website. Let the rest of your personality shine through on LinkedIn.
Get Your Employees On Board
Your LinkedIn page (and your company) is probably pretty bland without your employees. Make sure your employees are on-board with your LinkedIn page, interacting with it wherever possible. Consider dedicating different employees to different parts of the page. Or, have one employee manage your LinkedIn page while another monitors your Instagram page and other social media accounts.
Spreading out the work ensures you have regular content updates posted across platforms without having one employee get overwhelmed.
If you have a particularly active company, where you’re aiming to post unique content once or twice a day, then consider having different employees manage the content on different days of the week. Each employee is in charge of posting about their unique role at the company or their unique skillset that they bring to the table.
Consider Sponsoring your Content
LinkedIn is totally free to use. However, you can pay LinkedIn money to promote your business. The company introduced sponsored updates in mid-2013. Basically, you pay LinkedIn to post your content updates on the feeds of people who don’t follow your company.
You can choose who sees your content update and how frequently. If you have a great piece of content that you want to share with the world, then sponsored updates can help you get the word out. Major companies use these updates every day to attract new readers.
Encourage Followers to Engage with You
“User engagement” is probably the biggest buzzword in the social media industry. It’s not just a stupid phrase people yell at social media meetings: it’s a real, important goal for any social media team.
Encourage your LinkedIn followers to interact with your company in any way you can think: host a contest, for example, or ask your followers to post their best stories related to one of your company’s products.
This can be boring and cheesy if you do it wrong. Nobody likes to be told what to do by some social media intern. However, if you give users a real incentive to share their story, you may be surprised by how many people respond.
Like with all social media, the effect of engagement will snowball: other users will see their friends commenting on your content update, and they’ll take a look at what your company has to offer.
Take Advantage of the 50 Group Quota
LinkedIn lets you join 50 groups. Most hardcore LinkedIn marketing experts will take full advantage of that limit and join exactly 50 groups.
That’s not a bad idea. But it’s virtually impossible to be active in all 50 of these groups. Depending on your niche or industry, you may be better off focusing your marketing efforts on being moderately active in 4 or 5 groups specifically related to your industry.
By following the tips listed above, you can create an amazing LinkedIn company profile today and ensure that page continues to grow more and more amazing after it’s launched.