Whether you’re looking for a new job, wanting to increase professional contacts or looking for industry knowledge, LinkedIn is the place to be. For many professionals, LinkedIn has also emerged as a great way to showcase professional work and social connections and is the virtual counterpart to the traditional print resume.
What you may not know is that LinkedIn can also be an incredible asset to your business as a way to showcase your company, highlight your employees as thought leaders through content postings (blog and social media), and obtain research on the competition as well as your target audiences.
Putting LinkedIn to Work for Your Business
1. Creating a Company Page – Beyond individual profiles, a LinkedIn Company Page may be one of the most employed aspects of the professional networking site. In a quick four-tab structure, companies can tell their story, showcase primary brands, provide information about the benefits of working with the company, and learn how to join the company as an employee.
Company Page Elements
- Business Overview
- Products & Services
2. Enlarge Reach with a Showcase Page – For companies with a lot to say about their business, there are Showcase Pages that allow space to share additional information about a specific area of the business. This is a great way share additional information and to zoom in on specific target audiences. Each Showcase Page is associated with one Company Page.
Showcase Page Elements
- Ability to create up to 10 pages, more possible upon request
- Independent management and editing, separate from Company Page
- Analytics, separate from Company Page
- Sponsor Updates and Feature Groups
- Social Media Management
3. Gather LinkedIn Testimonials for your Website – The coveted LinkedIn recommendation garners more impact when they are gathered in one central location. The Spectoos app, currently in Beta, allows businesses to compile socially proofed testimonials on a Faceboard where users can click on an image and read the associated testimonial.
- Ability to hide or show testimonials
- Faceboard is embeddable on multiple owned domains
- Ability to create a shareable Spectoos URL
4. Researching Customers and Competition – Largely because of its professional status in the arena of social media sites, LinkedIn remains a credible source of information not only for job seekers and networkers but also regarding company specifics. A general search from any web browser www.linkedin.com/companyname can garner a number of company specifics in one nicely curated area. The same can be done for competitors and potential customers. Just make sure that you’re logged out of your personal LinkedIn account first.
5. Optimize for Maximum Impact – Search engine optimization shouldn’t be relegated to just your company’s core website and blogs. Make sure that your highest ranking keywords are also in place throughout the social media sites that you’re active in, particularly LinkedIn. In addition to being a great area to share and repurpose content and provide credible thought leadership, LinkedIn also offers direct ad campaigns where you can put your best keywords to work.
Don’t let the frequent search engine optimization changes bog your down. Talk to the search engine marketing specialists at Rank Fuse Interactive about creating an optimized marketing plan.