Guest post by Stuart Cooke.
When harnessed to its full potential, it’s surprising how powerful LinkedIn can be as a marketing tool. Not only can building a presence on the platform help to boost brand awareness, but it allows you to provide users with quality content, which in turn enhances your status as a trusted, go-to source in your industry.
That said, there are a few things to keep in mind when tuning your company’s LinkedIn strategy to use it to its full potential, such as taking into consideration just how different the audience is on this platform are in comparison to other less professionally oriented networks like Facebook and Twitter. Here are a few tips that will help to boost your company’s profile on LinkedIn.
Update your profile image and banner
This is a no-brainer, but too often it’s neglected. As noted above, LinkedIn can play a big part in building brand awareness; however, in order to do that, your brand image has to be strong throughout your page.
Your company logo and header banner are the very first things people will see when they land on your company page. If these don’t align with what’s on your website and other social platforms, your brand image will be muddled.
Your brand’s visual presentation should be consistent across your entire online presence. Using a common banner image and messaging across social media platforms reinforces your brand, and helps your company page “pop” on LinkedIn.
Write a compelling “about us” section
After your branding and visuals, the next component of your LinkedIn company page users will be drawn to is your “About us” section. It’s like and logical that those who are landing on your company page are there to find out more information about your brand—who you are and what you do—so make that information accessible, and make it compelling.
Avoid writing a 2,000 word essay about the history of your company. Instead, summarize who you are, what you offer, and what your brand values are in a tight, engaging paragraph or two. If you keep these basic questions in mind, it’s hard wrong.
The language that you use to describe your brand should be appropriate for your brand’s tone and “voice.” But just because LinkedIn is a professional network certainly doesn’t mean you can’t also have a bit of fun with it. Using memes probably won’t resonate, but your “About us” doesn’t have to be full of corporate buzzwords and boring jargon, either. In addition, don’t forget to add relevant keywords into this section so that you show up in search.
Build an online presence
Once you’ve got the basics of your company page optimized, it’s time to start working on building your online presence on LinkedIn. As noted, LinkedIn is a professional network, and it gives you the valuable opportunity to share quality content which can help you to boost your status as an industry leader.
Sharing content regularly not only helps accomplish this, but it will keep your audience engaged, expand your network, and keep your brand top of mind. Curate your content thoughtfully with your audience in mind, and tag others—customers, partners, industry thought leaders—as appropriate.
Build a career page
One of the best (and easiest) ways to further enhance your company’s LinkedIn page is by building a career page. A careers page is essentially a personalised way to promote your jobs and career-related content, and this is especially beneficial if you’re actively recruiting new employees.
LinkedIn careers pages paint a picture of what it’s like to work in your company. You can make it compelling and engaging with dynamic content including reviews, videos, slideshows, and more. It shows your company culture in its best light.
Stuart Cooke is Blog Editor at Irish Parcels, a courier comparison service based in Dublin that provides both businesses and consumers with the best delivery deals.