This blog post is part of our Lessons from SMSS15 series. Legendary Social Media is taking part in Social Media Examiner’s Social Media Success Summit 2015, which is the world’s largest online social media marketing conference. This blog series covers the points and ideas we’ve taken from the course that we’ve deemed to be eye-opening and highly useful for other marketers and for small- and medium-sized businesses. To discuss any of the ideas in these blogs or other ideas about social marketing, please don’t hesitate to contact us here.
Awareness of LinkedIn as a tool for B2B marketing is growing, but the social media platform is still underutilized. In our last blog, we explained how to get noticed by your target audience on LinkedIn if you’re a B2B business, but today we’re going over another aspect of LinkedIn that also acts as a B2B marketing tool: Company Pages.
How to make a LinkedIn Company Page
- Sign in to your LinkedIn profile. Move your cursor to where it says Interests near the top, then click Companies.
- On the right, it says Create a Company Page. Click the yellow Create button.
- Enter your email and check the box that says you’re an official representative of the company you’re listing, then check your inbox for the confirmation email to arrive.
- You’ll be prompted to log back in to LinkedIn, and you’ll be taken to the page to create a Company Page.
What to do with your LinkedIn Company Pages
Once you’ve created your page, the next screen that pops up shows a link to Company Page Best Practices, and also gives you a tour of how to manage your page. Here are best practices as per the LinkedIn master, Viveka von Rosen:
- Use the header image space to promote specials, deals and areas of expertise (you can create great headers with Canva)
- Address your reader in the first few words of your company description by identifying their pain points and letting the reader know how you can help them.
- The “specialties” section is ideal real estate for keywords (words people would search to find your company)
- Don’t put “self-employed” as your type of business, even if you are. Prefer privately held or some other option.
- Include a call to action in your company description. Encourage people to follow your LinkedIn page, or connect with you on other social media.
- Post updates every day, or every few days, depending what works for your audience.
- You can target these posts to specific people and groups you’re part of. The more focused the post is to the audience you send it to, the better engagement you’ll get.
- You can pay to advertise your company posts to a specific audience, but simply targeting the audience you want to see the post might get you better results.
- The post types that work best are:
- Best ofs
- Influencer posts (von Rosen’s advice is to interview an influencer, publish a post about the interview and tag that influencer in the post. If this happens to you, I’ll give you a hero cookie.)
- Visual or video posts
- Posts from your personal profile on LinkedIn that have your Company Page tagged.
Thinking of marketing your B2B business on LinkedIn, but not sure how to get started? Contact us for a free consultation on how to get noticed on LinkedIn today!