Are you on LinkedIn?
Is your company on LinkedIn?
As a CEO, president, business owner; founder or entrepreneur running a company, LinkedIn is an essential business marketing tool. That’s why this week on my Blog Talk Radio show, Talk Business With Howard, on the Wednesday edition (October 10th at 11 AM/ET) the special guest is Viveka von Rosen, who is internationally recognized as the “LinkedIn Expert“. Viveka will be talking about her just published book, LinkedIn Marketing: An Hour A Day. Thank you, Viveka, for being a guest on the radio show and for this guest blog post. -Howard-
October 10, 2012 — Part 1 of 2 (Scroll to bottom of blog post for Part 2)
Viveka von Rosen, the LinkedIn Expert
LinkedIn Marketing: An Hour A Day
If Not Now, When? New LinkedIn Company Pages by Viveka von Rosen
LinkedIn continues its great user interface changes with the introduction of its newly designed Company Pages. Why is this important? Because the new look and functionality means that your can create a better corporate brand, and communicate through your corporate brand on LinkedIn.
While it is important to maintain a human voice in social media (Like Facebook, you must still have a personal profile on LinkedIn to create a Company Page), there are some benefits to having a certain autonomy when it comes to you company’s voice. And that’s where the new LinkedIn Company Page comes in.
The New Look
LinkedIn has been (and in many aspects continues to be) very text content heavy. There is nowhere to “pin” your favorite photos or upload videos (easily) on your personal/professional profile. However, for your Company Page, a new large banner and media rich updates have now entered the scene making your page more engaging and branded than the previously allowed logo.
If you have not yet created a Company page, now is the time to do it. (https://www.linkedin.com/company/add/show) If you already have a Company Page, but have not been there recently, its time to revisit it, and add some of these new features.
Company Page Banner Image
As the administrator of your Company page, you can now click on the blue “Admin Tools” button and the “Edit” link on your Overview page to access the new banner photo. As long as your image is 646×220 pixels, you can upload it to your page.
As LinkedIn says: “We know a picture is worth a thousand words, so we’ve provided companies with the ability to easily add an image that best represents their company and brand. Like the photo on a member’s profile, this image helps companies establish their identity on LinkedIn.”
I pulled the same image as I had on my Facebook Company page and it was an adequate fit. So you can do that until you create a braded image for your LinkedIn audience.
Company Page Updates
While you have been able to write updates in your company’s voice for over a year, and have had targeted updates for several months now, the placement of Company Page Updates is much more prominent on your LinkedIn Company Page (looking similar to both Facebook and Twitter). So if you have been lax about posting Company updates, now’s the time to start.
LinkedIn says, “We’ve made the update stream more relevant for members, which means companies are able to share status updates and job opportunities with the right members on LinkedIn.”
Strategy – Think Social!
LinkedIn’s party line has always been that you need to know the people you connect with. However, with the new Company Page, you have the ability to increase your following, without increasing your connections. And this is good news for people who are more interested in building their company’s visibility and business than their own.
I tell my clients to treat their LinkedIn company page like they would their Facebook Company Page or their Twitter Corporate account. Many people don’t even realize you can have followers to your Company Page, but these are your interested parties – your business tribe. If a LinkedIn member has taken the time to find your Company Page and follow it, then you need to give them some content in return! LinkedIn says “With a more prominent navigation experience, companies can now easily showcase their company’s products, services and career opportunities to members visiting their Company Page.”
Don’t Waste This Opportunity.
In fact, take the time to invite people to your page. Consider embedding the LinkedIn Company page social button (https://developer.linkedin.com/plugins) into your website or blog. Put it in your email signature.
Write Tweets and Facebook updates about it. Share your company profile link (https://www.linkedin.com/company/linked-into-business-llc) with your network on LinkedIn. When you do invite people to follow your Company page, let them know the benefits of following your Company Profile (Insider Tips, Career and Job Opportunities, Customer Service Initiatives).
Create rich content. Make sure the links you share have images. Ask questions. Be interesting. Write targeted updates to specific audiences. Monitor your update statistics. What is working? Do more of that!
Of course there are many more things you can do with your company profile. This is just the icing on the cake (but it is mighty tasty icing!)
To read about other things you can do with your profile (adding video, special offers, getting recommendations, driving traffic and business to employees, etc) read Chapter Four of my book: LinkedIn Marketing: An Hour a Day.
If you don’t yet have a Company Page on LinkedIn, what are you waiting for? Start engaging those followers while people are still discounting the validity and import of Company Pages on LinkedIn. If you already have a Company Page, make sure you are utilizing its best features and update your Banner image and start writing those updates! Now’s the time!
Viveka von Rosen is known internationally as the “LinkedIn Expert” and speaks to entrepreneurs, business owners, corporations, and associations on the benefits of marketing with social media, and in particular LinkedIn.
She is the author of “LinkedIn Marketing: An Hour a Day” (Wiley, 2012) and has been listed on two of Forbes Most Influential People lists. She is the host of the biggest LinkedIn chat on Twitter: #LinkedInChat, recently quoted by Mashable as one of the top 10 business blogs and co-moderator of LinkedStrategies, the largest LinkedIn strategy group on LinkedIn. She is constantly learning, sharing and transferring social media skills and strategies to her tribe. For more on Viveka, click here to visit her website, LinkedIntoBusiness.
October 12, 2012 — Part 2 of 2 (See top of page for Part 1 replay)
Viveka von Rosen, the LinkedIn Expert