Archive | LinkedIn Company Page

Matrix Section – Page, Followers, Content, Advertising, Sponsored Content, Showcase etc.

Your LinkedIn Company Page – an important part of your digital strategy

Wurlwind Social Selling - LinkedIn Company Page
Businesses of all sizes, including solo-preneurs and SMEs, can benefit from having a well presented LinkedIn Company Page.

A good Company Page boosts your business credibility and can be part of your lead generation strategy.

As always, there’s a balance to be struck between effort and returns. But at a basic level, if you don’t put any effort into your LinkedIn Company Page you certainly won’t get any returns, which would be a missed opportunity.

And if there are several people in your team, a group of engaged customers, and some supporters or advocates, there are several ideas and strategies highlighted below to help you make the most of the potential here.

Quick start tips

With 7.5m company pages in LinkedIn it’s a very useful directory to find businesses, so make the most of this free listing capability.

  • Start by searching in the Company Page section for your specialisation and location, to see who your competition is.
  • Then make sure your Page has the maximum chance of being found and engaging with those visitors when they search the Linkedin Directory
  • Add status updates periodically that will inform and education people who Follow or who Find the page
  • Then, if you have the resources, actively grow the number of Followers, and their engagement, to spread your message more widely.

Start by scheduling a couple of hours to research and plan, then set-up or review and improve your Company Page.

Tips to progressively develop and gain more from your LinkedIn Company Page

1. As a passive Directory Entry in the LinkedIn Database

The first level is to position your company effectively on LinkedIn so it can be found and it makes a good impression on people who visit the page, and invites them to make an enquiry.

  • Include a wide range of keywords in your company page, for the sectors, services, specialisations and locations you cover, so you get found through Search
  • Add your phone number and email in the body copy as they are not in the standard fields, so people can contact you easily
  • Create and add a header graphic (700 x 400 pix) with a suitable image and overlay text to make a quick visual connection with people

A good approach is to highlight who you help, what situations they are in (trigger events) and what you help them to achieve, rather than listing all the products and services you offer. If people are interested they can visit your website to find out more, or they can call you.

2. As a communications channel to Followers

The second level is to post status updates periodically to stay front of mind with people who are following your page, and to make it worthwhile for others to follow.

  • Decide what content your Page Followers would be interested in – and put the substance of it on your website.
  • Use Page Updates to Attract, Engage and Signpost people through to your website, to blog posts, information pages and landing pages.
  • Include some Updates that are designed to create a discussion, by seeking feedback, opinions, being a bit controversial and creative

We recommend the Page content should be about what your business is doing, with minimal third party content. You can pre-schedule it using Hootsuite or similar, but monitor engagement and respond appropriately.

3. As a Customer Community

The third level, where resources and customer support allows, is to shift the focus to post purchase communication, to add value to customers and to project to prospects and others what it’s like to be a customer of your business.

  • Actively encourage customers to follow and to contribute and add their comments to Updates you post, and show appreciation when they do
  • Share tips about how to get value from your product or service, links to case studies, links to ‘how to’ videos, answers to questions that come into Customer Services etc.
  • Comment on Status Updates and Articles posted by decision-makers on LinkedIn

This will take more time, to share content and to interact, but the power of amplification can be incredible. At this level it may be worth using Showcase Pages to move very interactive discussions into their own area/channel and off the main Page Update stream.

Download our Pocket Guide to Social Selling

If you haven’t already done so get a copy of our guide, which covers more LinkedIn Tips and introduces the Social Selling Matrix.

LinkedIn Company Page Rewrite – Creating your Business Profile within LinkedIn

Wurlwind Social Selling - LinkedIn Company PageEvery business, even sole traders, should have a LinkedIn Company Page.

For smaller businesses it might be rather like the advert in the Yellow Pages – create it and (almost) forget about it.
Except that once it’s set up it’s essentially no further cost, unlike Yellow Pages or other Advertising Costs.

  • It’s a way to Showcase your business and be found for keywords

And it’s one of many ways to generate inquiries through LinkedIn

For medium sized businesses with several employees there are several benefits:

  • It’s a great way to showcase your team and their combined strength
  • Share content from your business that Page Followers can see to increase engagement
  • Share content that can be found by others to increase the likelihood of inquiries
  • Share content that can be Shared by staff, customers and others, to increase your visibility to new audiences.

For larger businesses with more resources can develop the LinkedIn Company page into the heart of their Customer Community, to increase loyalty, encourage advocacy, and attract new inquiries.

LinkedIn Company Page Service Package from Wurlwind

The service package we offer to set up a LinkedIn company page covers:

  •  Create the LinkedIn Company Page in Your Company name
  •  Write your Company Overview using keywords researched for your business.
  •  Add graphics supplied by you (we’ll supply the specifications)
  •  Advice on how to associate staff with the profile
  •  Advice on how to generate followers
  •  Advice on posting Status Updates to the page.

The cost of the service varies, depending essentially on how many stakeholders are involved eg:

The guideline cost of the service is £249

  • For sole proprietors there may be scope to reduce the cost.
  • For medium and larger businesses there may be additional work, and costs, involved.

When you’ve spent hundreds or thousands of pounds on your Website, don’t underestimate the potential of your LinkedIn Company Page.

Having, and developing, the Page within the LinkedIn Community can pay huge dividends.

If you’d like to discuss how a LinkedIn Company Page could benefit your business, or if you have a page already but it’s in need of a refresh and a new strategy, please contact me, Mark Stonham, by email here.

LinkedIn Company Page – outbound and inbound Lead Generation strategies

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LinkedIn Company Page and Directory – how to make the most of them

If you needed to find skills, products or services for your business have you tried a LinkedIn Company Page search? Google is probably the place most people head to, but the quality of the results can be very mixed to say the least. LinkedIn has many advantages over Google. It’s not just for finding people, […]

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Five steps to use LinkedIn Status Updates as a Company to generate leads

LinkedIn Status Updates is one of many ways you can promote your business and generate leads. As with other online networks and resources, such as your Website and Twitter, there are three things you need to do: provide something worthwhile for visitors to see and read and ideally to share include content that indirectly or […]

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