Wednesday, April 18, 2012

Optimize Your Company LinkedIn Page: Tips for Bringing in Leads

By Bryan Brown (@getvision)

Ever wonder why LinkedIn is often overshadowed by Facebook and Twitter? True, it doesn’t have the 800 million users of Facebook or even the 200-plus million of Twitter. But think about it: Your audience on LinkedIn probably has more business-savvy folks than, say, the “Beliebers” you might see on Twitter. And LinkedIn allows direct interaction with these potential customers in a way that other channels don’t.
In fact, LinkedIn company pages can be an excellent social channel for B2B marketers if you take certain steps to ensure you’re optimizing your company’s page to its full potential.
The numbers, while not at the Facebook level, are impressive: As of February 2012, there were more than 150 million active LinkedIn users, more than 2 million LinkedIn Company Pages and more than 1 million LinkedIn Groups. Professionals actively research and discuss their respective industries on the social network, making it a terrific outlet to introduce your brand to prospective customers while keeping current ones updated and educated.
According to a recent study from InsideView, 47 percent of B2B companies are already using LinkedIn. So, how do you get an edge on your competitors?  First and foremost, you’ll need an awesome company profile. This brand page is the first thing someone sees when looking at your company on Linkedin, and first impressions are everything.
Here are five tips to help build the perfect LinkedIn Company brand page.
1) Have a strong Overview
This is the “front page” of your company profile and what page visitors see first, so make the most out of your company description. Provide a strong paragraph explaining your business offering—and keep in mind only the top portion is visible at first. It’s also a good idea to tease your Products Tab—this is where you will be able to generate leads for your company.
Don’t forget to list your specialties as well. For example, we include “Email Marketing, Lead Management, Multichannel Marketing Solutions and Marketing Automation,” letting potential customers know exactly what we do and what we offer.
2) Highlight your products and services
The Products tab is where you can turn browsing visitors into leads. Include a strong description, detailing what your company offers. You also have the opportunity to add a little visual flavor to your page with three banners of your choosing. We currently display our demo and videos for two product features. Only the demo is behind a registration form – sometimes it’s best to give away content for “free” on social. Long forms on social channels can sometimes turn away prospects who want to learn more about your company.
Recommendations are also housed on the Products tab. Users who have experience with your product will have the ability to review and recommend, which can go a long way in the eyes of potential customers while at the same time creating searchable and attractive content. It’s easy to ask your best customers to recommend your products or services through the LinkedIn “Request Recommendations” feature. When a user recommends your product or service on LinkedIn, their network connections are immediately notified—keeping people buzzing about your brand.
3) Update your Status frequently - tips 3 - 5 and complete article

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