Especially with all of the changes that have been rolled out in the past few months, LinkedIn has a large number of features. However, you do not need to learn all of them at once. Instead, to become a LinkedIn master, you need to learn the 20% of functions that will give you 80% of the benefit of using LinkedIn. You can easily learn those functions within one day by focusing on your company page.
Why you need a company page
Company pages let you communicate with fans and followers of your company and its products, recruit new talent, and collect and share testimonials and endorsements for your products and services. LinkedIn provides useful analytics regarding visitors, including what your visitors are most interested in learning more about, which lets you tailor your messages to appeal to these prospective customers.
Create a company page
To create a company page, navigate to http://www.linkedin.com/companies and click on “Add a Company”. Enter the company name and an email from the company domain. Click on “Edit Page” and assign admin authority to everyone in the company who is authorised to post changes to the company page, or else everyone from the company domain can update the page. Enter the details about your company, including a keyword rich summary in “About Us”. Click on the “Products & Services” tab and edit that page to list all of your company’s products and services, with the most important ones listed first. Be sure to include purchase links. If you have job openings in your company, click on the “Careers” tab and edit that page as well.
Drive engagement with content
The first content to drive engagement is your cover image. Make it visually engaging and representative of your company, such as a scene of people using your product, rather than a company logo. Next, request reviews of your products and services from your existing customers. Have all of your company’s employees connect to the company page. Publish useful content about your company, products, and services that is targeted to specific customer and employee demographics, as well as important featured content available to everyone. Make sure that all content, whether on LinkedIn, on your website, or in other social media, contains buttons or links to allow people to become followers of the company page.
Drive leads with ads
LinkedIn ads allow you to send your message to the 175 million worldwide LinkedIn users. This number includes nearly 8 million business decision makers, more than 1 million small business owners, more than 4 million corporate executives, and 5 ½ million IT and technology managers. LinkedIn ads allow you to target specific job titles and functions, industry, company size, seniority, age, or membership in particular LinkedIn groups. Use standard best practices for pay per click advertising such as split testing, using many targeted ads versus a few general ads, and appealing to people close to making a buying decision.
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