LinkedIn Company Page and Advertising – how to boost your business online

LinkedIn Lead Generation LinkedIn Company Page Image Mark Stonham WurlwindBusinesses of all sizes can benefit from having a LinkedIn Company Page.

As a minimum it’s having an entry or listing in the LinkedIn Company Directory.

And it doesn’t cost money, just a little time to set it up.

However, with a bit more time it can become another lead generation vehicle.

Do you have a LinkedIn Company Page at the moment? Do your Competitors? Do your Clients?

Read on to find out the benefits of stepping up your presence on LinkedIn.

Who would benefit from a LinkedIn Company Page?

Here are some examples of the types of businesses  we’ve worked with for whom a Linkedin Company Page strategy is beneficial:

  • Independent consultants – even as a sole trader you can add credibility and be more findable by having a LinkedIn Company Page
  • Consultancy firms – as a team you can present the collective strength by having all consultants associated with the Company Page
  • Technology companies – you probably have a page already, but read on to find out how to gain more benefit
  • Marketing agencies   you probably have a page already, but read on to find out how to gain more benefit
  • Business Owners – as a sole trader or leader of a small team, if your market is Business, or you want partners, then a Company Page helps.

The focus below is on Marketing, Sales and Business Development, but other areas that could benefit are recruitment and investment.

What does a LinkedIn Company Page look like in practice?

There are many levels that a LinkedIn Company Page can be developed to, depending on resources and objective, such as:

  • a passive directory entry in the LinkedIn Database, describing what your business does, together with contact details
  • a fully optimised page (especially for keywords, sector and location), a compelling header graphic, a clear and customer oriented value proposition, credentials building evidence, a Call to Action, sign-posting to other contact points eg website, phone, email, twitter etc.
  • status updates highlighting news and resources that are valuable to customers and prospects, and linking off to your website and other locations
  • advertising to boost the reach of your status updates
  • advertising to generate leads using the LinkedIn Forms facility

Engaging your staff/colleagues, advocates, clients/customers and others with the content will increase the benefits, as they comment and share your message.

How a LinkedIn Company Page can be used as part of a lead generation strategy?

There are many techniques and tactics for how the LinkedIn Company Page can be used to generate leads, such as:

  • as a static, optimized page with a Call to Action it can generate enquiries
  • regular educational content makes it more worthwhile for people to follow the Page and get in touch
  • you can support colleagues, clients and advocates by sharing content that they are happy to Like, comment on and share.
  • You can invite/direct visitors to your website and content pages, as one of many sources of visitors to your website
  • you can invite visitors to your landing pages to access an offer of some sort – typically a digital product such as an eBook or eGuide

Tip: By sharing content that helps customers and clients to do their jobs better (rather than promotional or third party content) you help clients gain value from their purchase and relationship with you. This also helps prospects to see and imagine what you are like as a supplier beyond the initial sale.

What results can be achieved through a LinkedIn Company Page?

With a well designed and executed strategy there are many potential outcomes and benefits, for example in the following areas:

  • Increased conversion rates at various stages throughout the buyers’ journey, for you and/or your marketing and sales team
  • Enquiries and approaches for partnership, co-ventures and other commercial alliances
  • Referrals to people who would benefit from your company capability
  • Enquiries and leads for sales opportunities for you, or that can be passed to your sales team
  • Increased visitor/traffic to your Linkedin profile(s), website and other digital and online properties, where you can build your following, your email list etc.

Having various lead capture, qualification, response processes and lead nurture are beneficial to effectively and efficiently handle what will hopefully be a rapid increase in the number of inbound contacts received.

Additional LinkedIn Lead Generation Strategies from Wurlwind

This is one of 7 LinkedIn Lead Generation Strategies we’ve designed and developed to progressively help people get more benefit from LinkedIn.

Have a look at other strategies via the links below, or download our Pocket Guide below for a handy reference.

And if you’d like an exploratory chat please book a call with me, Mark Stonham, via my online diary.

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Download LinkedIn Lead Generation Pocket Guide

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Your LinkedIn Company Page – an important part of your digital strategy

Wurlwind Social Selling - LinkedIn Company Page
Businesses of all sizes, including solo-preneurs and SMEs, can benefit from having a well presented LinkedIn Company Page.

A good Company Page boosts your business credibility and can be part of your lead generation strategy.

As always, there’s a balance to be struck between effort and returns. But at a basic level, if you don’t put any effort into your LinkedIn Company Page you certainly won’t get any returns, which would be a missed opportunity.

And if there are several people in your team, a group of engaged customers, and some supporters or advocates, there are several ideas and strategies highlighted below to help you make the most of the potential here.

Quick start tips

With 7.5m company pages in LinkedIn it’s a very useful directory to find businesses, so make the most of this free listing capability.

  • Start by searching in the Company Page section for your specialisation and location, to see who your competition is.
  • Then make sure your Page has the maximum chance of being found and engaging with those visitors when they search the Linkedin Directory
  • Add status updates periodically that will inform and education people who Follow or who Find the page
  • Then, if you have the resources, actively grow the number of Followers, and their engagement, to spread your message more widely.

Start by scheduling a couple of hours to research and plan, then set-up or review and improve your Company Page.

Tips to progressively develop and gain more from your LinkedIn Company Page

1. As a passive Directory Entry in the LinkedIn Database

The first level is to position your company effectively on LinkedIn so it can be found and it makes a good impression on people who visit the page, and invites them to make an enquiry.

  • Include a wide range of keywords in your company page, for the sectors, services, specialisations and locations you cover, so you get found through Search
  • Add your phone number and email in the body copy as they are not in the standard fields, so people can contact you easily
  • Create and add a header graphic (700 x 400 pix) with a suitable image and overlay text to make a quick visual connection with people

A good approach is to highlight who you help, what situations they are in (trigger events) and what you help them to achieve, rather than listing all the products and services you offer. If people are interested they can visit your website to find out more, or they can call you.

2. As a communications channel to Followers

The second level is to post status updates periodically to stay front of mind with people who are following your page, and to make it worthwhile for others to follow.

  • Decide what content your Page Followers would be interested in – and put the substance of it on your website.
  • Use Page Updates to Attract, Engage and Signpost people through to your website, to blog posts, information pages and landing pages.
  • Include some Updates that are designed to create a discussion, by seeking feedback, opinions, being a bit controversial and creative

We recommend the Page content should be about what your business is doing, with minimal third party content. You can pre-schedule it using Hootsuite or similar, but monitor engagement and respond appropriately.

3. As a Customer Community

The third level, where resources and customer support allows, is to shift the focus to post purchase communication, to add value to customers and to project to prospects and others what it’s like to be a customer of your business.

  • Actively encourage customers to follow and to contribute and add their comments to Updates you post, and show appreciation when they do
  • Share tips about how to get value from your product or service, links to case studies, links to ‘how to’ videos, answers to questions that come into Customer Services etc.
  • Comment on Status Updates and Articles posted by decision-makers on LinkedIn

This will take more time, to share content and to interact, but the power of amplification can be incredible. At this level it may be worth using Showcase Pages to move very interactive discussions into their own area/channel and off the main Page Update stream.

Download our Pocket Guide to Social Selling

If you haven’t already done so get a copy of our guide, which covers more LinkedIn Tips and introduces the Social Selling Matrix.

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