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Crafting your LinkedIn company page

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Crafting your LinkedIn company page

In the last several years, savvy companies have discovered how to land new business and increase sales using LinkedIn. It has become so effective as a business development tool that if you don’t start leveraging it today, you will soon be at a competitive disadvantage.

In our new Linkedin Strategy: Getting New Business article series, we’ll teach you how to attract and reach your ideal prospects and grow your sales using LinkedIn.

The first step is to craft a LinkedIn company page that engages them, solves their problems and moves them one step closer to a sale. Here’s how to do that, from top to bottom:

Company or brand logo image: One of the first things visitors to your LinkedIn company page see is your company or brand logo, which is positioned to the left side of the page, overlapping the bottom of the cover image. Make sure yours is sharp and easy to read. A fuzzy logo will send the wrong impression to customers and prospects. At an optimum size of 300 x 300 pixels, this may be challenging if your logo is strongly horizontal. Look for opportunities to stack wording and design elements, if possible, while staying within your corporate and brand identity guidelines.

Design a custom cover image: LinkedIn enables you to post a custom cover image that visually dominates the top of your company page. It must work on a variety of screen sizes, from gigantic Apple Cinema displays to diminutive smartphone screens. For best results, keep it simple and on-brand.

Your company summary: Think of this as an elevator pitch – within 30 seconds, visitors need to know precisely what your company does, what makes it unique and what it can do for them. Craft wording that educates your prospects and customers and answers their common pain points and objections. Inspire them to download one of your eGuides, watch one of your videos or use an interactive tool, such as an online total cost of ownership (TCO) calculator.

Analyze your current LinkedIn company summary. Is it compelling? Does it accurately represent your brand? Is it focused on the problems you solve for customers? Prospects come to your page to learn how you can help them, not to hear how great your firm is. A perfect summary balances positioning your company in the visitor’s mind (branding) with a clear focus on the customer. A case in point is Milwaukee-based Rockwell Automation:

Rockwell Automation, the world's largest company dedicated to industrial automation, makes its customers more productive and the world more sustainable. Throughout the world, our flagship Allen-Bradley® and Rockwell Software® product brands are recognized for innovation and excellence.

Like a web search engine, LinkedIn uses keywords and phrases to help its members find the people, companies and resources they need. That means your company page needs to be optimized around the search terms that your ideal customers use to find information. Sprinkle them into the wording of your company summary.

Analyze your current followers: Followers are those people who have indicated that they want to receive updates in their LinkedIn feeds about your company. They represent people who may be current customers, sales prospects, job seekers and others who have an ongoing interest in your company. It’s important to analyze:

  • Who are they?
  • What are their job titles and responsibilities?
  • Are you attracting the right people? To do so, you need to provide them something of exceptional value, such as education about a key topic that solves a pain point for them.

Develop a strategy for regular content updates: If you simply update your LinkedIn company page and then walk away from it, you will not be successful in using it to grow your business. You must update it on a regular basis with content that will attract and meet the needs of your customers and prospects.

Here are six types of content that are proven to perform well on LinkedIn:

  1. Links to new or popular content on your blog.
  2. Captioned images that provide your target audience with a concise insight or key piece of data.
  3. Infographics, which communicate key information, resources and insights in an attention-getting visual format.
  4. Curate and share your point of view on valuable articles from around the web.
  5. Create and share short videos that are focused on your target audience’s needs.
  6. Periodic product promotions are acceptable, but make sure you provide an abundance of value first.

If you’re not able to publish new content on your company’s blog on a regular basis, you can still provide followers to your LinkedIn company page with regular updates. One way to do that is to create a calendar of existing content, and then parse it out to your LinkedIn company page on a weekly basis. Here’s how: Simply create a spreadsheet or table that lists the weeks of the year in one column, the title of the blog post in a second column and its URL in a third.

Get the word out! Distribute these updates to your employees and channel partners, with simple instructions on how to share them via their LinkedIn networks. It’s an efficient way to amplify your reach, grow your followers and build relationships with them.

Next month: Now that your LinkedIn company page is visually compelling, on-brand, and its messaging is focused on educating and solving problems for your ideal prospect, it’s time to drive the right people to it. In our next post, we’ll show you how to do so.


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