Businesses that are B2B marketers should consider the value of LinkedIn as a growing professional network for its potential to generate leads. A recent infographic published by LinkedIn marketing, shows that LinkedIn generated 212 million business leads in the U.S. for 2011. They found that 46% of the audience follows industry discussions and 43% use LinkedIn to learn about companies. It’s easy to make a case for participating in the network, when you consider that 60+ million U.S. members use LinkedIn as a professional resource. If you already have a LinkedIn company page, the next step is optimizing it.
You can optimize your LinkedIn Company page with the following features:
Add Unique SEO Copy – Create unique, keyword rich copy for the Company Overview, Description, Products/Services, Promotions, and Status Update sections.
Optimize Your Page Design – Create designs for up to three banners that include strong calls to action and visually support your business model. Include a Thumbnail on each Product/Service listed; up to 5 can be featured. Include a YouTube video about the Product/Service on each landing page. Add copy for a promotion about to the service, that links to your website.
Optimize Individual Profiles – Each company page connects to an individual profile, and more than one profile can be linked with the page as a contact resource. Each optimized profile can create and participate in Groups, Answers, Discussions, and Add Events.
Target Audiences – Once the LinkedIn “default” Company Page is complete; you can duplicate it and adapt the content toward target audiences. You may choose to alter your page’s banner design, featured services, and text that will only show for specific designated page filters. This will ensure that the customized company pages are specific to the industry, job function, geography, etc. of your choice.
These tips can be used to improve your LinkedIn Company Page, in order to make it more effective in generating traffic to your website and capturing leads. If you are interested in pursuing this type of optimization, but don’t have the internal resources to accomplish the outlined tasks, you should contact us for information about our LinkedIn Optimizer program.