Most of us spend significantly more time working on our personal LinkedIn profiles than we do on our company pages—and that’s a shame. According to research by HubSpot, LinkedIn is 277% more effective for B2B lead generation than both Twitter and Facebook.
With that in mind, I outlined 5 simple things you can do to improve your Company Page and overall presence on LinkedIn.
1. Review and Update Your Company Page
Consider your LinkedIn company page your store front—the first view many prospects have into your organization. Your sales team has worked hard to develop and foster relationships with potential prospects. And at some point during the sales process, they are going to visit your website and LinkedIn Company Page to learn more about your organization. Make sure that your Company Page is the best representation of your company as possible, and that all information is accurate and up-to-date.
If you are already an administrator, navigate to the company page, and click edit. (If you aren't an admin, LinkedIn explains how to become one here.) At the least, review what’s been written, and revise accordingly. The post, 5 Ways to Improve Your LinkedIn Company Page, dives deeper into the new features of Company Pages, and how to take advantage of them.
2. Optimize Your Company Page for Branded and Non-Branded LinkedIn Searches
SEO is only for your website, right? Wrong. Take the the top 5 branded and non-branded search terms you would use to search for your company on Google, and type them into the LinkedIn search box using the Company designation. How well do your rank for your company name? How about non-branded keywords? Odds are you may very well show up for your brand—the more peculiar your brand name, the better off you will be. However, if your brand is somewhat generic, and if your non-branded keywords are competitive, you may not show up at the top of the results.
To fix this, review your company page again, and ensure that most important branded and non-branded search terms are included throughout the copy of your company page.
3. Review Competitor Search Results and Their Pages
Now that you know where your Company Page stands in the LinkedIn search results, document who else shows up in your top searches as well. Review their pages, and pay specific attention to what they are listing as their specialties, and what keywords are included on their pages. Make sure to review the “People also viewed…” section of the their Company Pages. To maximize your company's visibility on LinkedIn, make sure your company shows up here. If not, you need to discover why and get that problem solved. Is it because people can't find your company page in the search results? Or are you not including relevant keywords?
4. Review Your Employee List
If your organization is small, review your list of employees—their job titles, skills, and expertise—and make sure their profiles are professional and represent your brand well. Explain to your employees how improving their personal profiles will help both your organization and their professional career. (Check out these tips for improving personal LinkedIn profiles on the Salesforce blog.)
Also, make sure each employee is associated with the Company Page. The larger your company looks, the better. When you view their profile and click the company name, it should link to your Company Page. In the example above, the square to the right of the company name indicates that the company name links to the Company Page. This will automatically happen if the email domain associated with the Company Page matches an email address associated with their LinkedIn account. If they don't, encourage your employees to add your current email domain to their LinkedIn account.
5. Post Job Positions—it's a Signal for Growth
We know it is very important to maintain great content on your Company Page. By keeping images fresh and continuing to post relevant content, product updates, and open open positions, signals that your company is active and growing. But this last point deserves a bit of clarification: posting open positions allows you to potentially grab an "All Star" future employee, even if you don’t have an immediate need. Second, consistently posting open positions screams “Growth” to potential clients and is a clear measure for success.
While there are certainly more ways to build out your business profile, this is a good starter list. And if you'r ready to learn more, activate a 7-day free trial to the Online Marketing Institute, and gain immediate access to our entire library of classes on B2B social media and digital marketing.