- Add company logo & cover photo: LinkedIn company profiles have two areas for photos, similar to Facebook. For logos, be sure to add a standard logo (100 x 60 px) and a square logo (50 x 50 px). Also, cover images give you the ability to represent your brand using a larger format image (646 x 220 px). You can swap out your cover image intermittently to share different messages with your followers.
- Update company description: Be sure to give a detailed and updated company description so your visitors can learn about your business on your profile. Your description and specialties should include keywords that you want your company to be identified with.
- Use description tags: If you scroll down to the bottom of the edit page, you will see the option to enter in your company’s specialties. Think of this as SEO for LinkedIn, so use as many relevant and descriptive keywords as you can to make sure people can find you.
- Utilize products/services tab: Your company should fully utilize the Products/Services tab by listing your top 5-10 product or service categories. Give a detailed description and then link each service or product to your website.
This will help visitors to further learn more about your company and help drive traffic to your website. You can also add video content that is hosted on YouTube, Vimeo or another 3rd party platform to the sidebar of these pages.
One of the Products/Services tab features that is often unnoticed is the ability to add three different cover photos that can be rotated through as a slideshow. You can also create links for each photo in the rotation to drive traffic to particular landing pages or sections of your website.
Further, you can create multiple variations of this tab to cater to different audiences. LinkedIn allows you to customize the page by job function, industry, seniority and geography. For example, you can create a version targeted directly to people in your industry and another targeted to businesses with 500+ employees.
- Use status updates regularly: You can have status updates and share photos, articles and other content with your followers. It is a great opportunity to develop thought leadership and keep your profile active. Updating your status regularly also helps with building followers. You can share posts from your company blog and interesting and informative articles from recognized thought leaders and industry sources. The key is to focus on providing quality updates and content that your audience will find valuable.
- Target posts by industry or location: LinkedIn now allows you to target your status updates to a certain audience. For example, if you want to share an article that focuses on a certain industry, you can set the status update to only be shared with followers in that industry. This is a great way to share content that is relevant to your followers.
- Encourage employees to follow the company: By having your employees connected with your page, visitors can see how they are connected through 1st, 2nd, or 3rd degree connections. If a visitor sees a familiar face, it may encourage them to follow your page.
- Monitor LinkedIn insights: LinkedIn provides valuable analytics about your posts and followers. Data for each status update shows up 24 hours after publishing. The data shows how many impressions (views of the status update) were made and the percentage of engagement (comments, clicks, or shares). LinkedIn provides Follower Insights as well as Page Insights. Under Follower Insights, you can view follower demographics such as industry, seniority and region. For Page Insights, you can track the number of page views, unique visitors and page visitor demographics.
- Use LinkedIn buttons on your website and blog: Adding LinkedIn buttons to your website and blog is a great way to create additional exposure for your company. Adding LinkedIn share, follow and recommend buttons on your blog posts and key website pages will drive new followers and encourage the social sharing of your content.