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How to Optimize Your LinkedIn Company Page

Does your business manage a LinkedIn company page? Have you optimized your page to its full potential? Many small businesses take the necessary steps to create a company LinkedIn page but then aren’t quite sure how optimize it to get the best exposure. In this article, I’ll discuss how to optimize your LinkedIn Company page with five advanced tips.

Improve Your Search Visibility

Optimize your LinkedIn company profile with keywords. LinkedIn profiles are searchable, so you’ll want to make sure your page shows up when a client or customer searches using relevant keywords to your business. What keywords would your audience use to find your business?  Use Google’s Keyword Planner to help you build a list of 6 to 10 keywords for which you want your page to rank. Consider adding these keywords to your company’s description on LinkedIn. When setting up your page, go to the “Specialties” section and add your keywords there as well. This will make your page a little easier to find.

Screen Shot 2016-11-01 at 5.50.07 PM.pngCreate Showcase Pages

A Showcase page enables you to promote certain products or services to specific customer segments on LinkedIn. They act like subpages of your company page to showcase specific products or services that your business offers. Each Showcase page is an individual page with its own visuals, content, analytics and audiences. These shouldn’t be created for every product you offer, but they absolutely should be used when you want to call attention to something special your company offers.

The example below displays the IBM LinkedIn page and how their Showcase pages display on their profile.

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Add a ‘Follow Us’ Button

This tip is quick and easy to implement! Add a “Follow Us” on LinkedIn button to your company website to ensure people can easily follow your page when reading your content. You can also generate a button to promote your Showcase pages. This makes it easy to grow your LinkedIn business page’s follower base so your updates appear on your followers’ LinkedIn feeds.

You can build a company “Follow Us” button using this LinkedIn developer resource.

Write to Your Audience

Updating your LinkedIn company page with relevant content is where a lot of people drop the ball. Similar to Facebook or Twitter, a LinkedIn update is a couple sentences and then a link to a blog post or other relevant content. There’s a lot of competition out there, so it’s important to feed the algorithm and post at least once a day to your company page.

In addition to content updates, your company description on LinkedIn is someone’s first impression of your business. Think about your audience and write a company description that will seduce them immediately. Think about the different people who might land on your company page — job seekers, prospects, vendors seeking strategic partnership — and cater to them all. Speak directly to your audience and let them know how your business can benefit them. Don’t forget to think about adding relevant keywords for SEO value as well!

Empower Your Employees

It’s pretty common to have a LinkedIn profile nowadays. Odds are that most of your employees already have personal LinkedIn profiles. Set the expectation for your team to engage with your company page and contribute to the conversation. Ensure your employees are linked to the company page and their job information is current. Ask them to share company content on their personal profiles to get more traffic. Harness the value of the social network and utilize your connections.

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Because LinkedIn is a professional platform it’s appropriate for all businesses to utilize this social outlet. Build a page that stands out and continuously share relevant tips and tricks with your followers. Let people know you’re out there by sponsoring updates, running paid ads or including LinkedIn in your calls to action.

How are you using LinkedIn’s company pages to connect with your audience? Share your favorite tips to optimizing a LinkedIn company page in the comments box below!

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