If you are just starting out on LinkedIn, or even a long-time user, you’ve probably asked yourself, “Why do I need a company page on LinkedIn?” By the end of this blog our hope is that you’ll know the answer to that question and start building your own company page.
Here are three simple practices that will help you gain new leads and build your business on LinkedIn.
1. Company Page = Lead Generation Page
In order to get leads from LinkedIn, you have to be intentional. Leads don’t just magically happen, you have to work for them. The best way is to turn your business or company page into a lead generation page. This is a course reversal from the typical company page, which shows basic information about the company.
Your company page is a pipeline for LinkedIn leads to visit your actual company website. What you can do is structure your company page in such a way that it leads up to a conversion action. The conversion action is a click-through to your website, either in the company description or Recent Updates.
First, use an image that gets attention or creates interest.
LinkedIn’s header image allows you to increase your branding and visibility, showcase who you are, and attract new followers and connections. They are a lot like the banners you have on Twitter, YouTube, Google+ and Facebook. You could have your header photo be of a free eBook you are offering, or a conference you are hosting. Brainstorm ways you can grab their attention with your header photo. That’s just the start though, now you’ll want a response, and the next logical response is to keep reading.
Second, create a clear and compelling pitch in your company description.
This is where many companies have trouble capitalizing. The company description should not be an explanation of how much you grew, and how many offices you’ve opened. Instead, you want to speak directly to your target audience, and invite them to convert. The best way to do this is to put a CTA (Call To Action) in your description.
Here’s what StrideApp does with their description. They put the user at the forefront:
- “Lovingly made for small businesses and agencies.” Target audience identified.
- “Refreshingly simple and efficient.” Value proposition submitted.
- “Sales tracking application…CRM.” Service provided.
Based on that hook, the engaged prospect will most likely keep on reading. So now what? Now, they can visit your website. That’s the path of the user who is interested in finding out more about your company. Its up to you to make your company website as conversion-ready as possible.
Lastly, make your “Recent Updates” section clickable and conversion-focused.
Just in case prospects don’t click through your company website on the company information section, you want to get them in the updates.
As long as you’re regularly posting updates, you’ll have an active and engaging feed. The best way to gain leads from this section is to post updates that are directly aimed at your target audience. You can post blog updates, link to your eBook, and share other information. You’re looking for click-throughs from information-seekers.
These are the basic steps to optimizing a company page on LinkedIn.
2. Create a Showcase Page
LinkedIn created showcase pages for companies to promote individual brands that are extensions of the company. They’re the perfect way to segment your inbound LinkedIn traffic. If you can create a business unit that is directly connected to a specific target audience, then you are in a position to create a Showcase page.
From your company page, click “Manage Page” then click “Admin Tools” at the top right corner of the page. It’s a drop down arrow. Once you click on that, click “Create a Showcase Page,” and then follow the steps.
Showcase pages were basically custom-made for B2Bs to better generate leads. LinkedIn writes, “It makes sense to create a Showcase Page when you want to represent a brand, business unit, or company initiative. These pages are intended to develop long term relationship with a specific audience.”
A Showcase page should target one customer segment, and provide information that is relevant to them. They get a larger header image, more update posts, and places to link back to your company.
3. LinkedIn Advertising
We’ve written an article talking about LinkedIn’s Lead Ads. We help you set up the ad step-by-step so you can get more potential customers.
Viveka von Rosen, writing for Social Media Examiner, offers this suggestion:
“While LinkedIn ads tend to be more expensive than other platforms, they can be worth the money if you use their specific targeting options (companies, titles, education, etc.) and do micro-campaigns (instead of doing one big campaign that reaches 50,000 people, do 50 micro-campaigns that reach 1,000 people each). This reduces the cost, is easier to track and gives you more visibility.”
One Step at a Time
Go on LinkedIn right now, build a business page, a showcase page, and start advertising. This is a broad-level strategy so this leaves you lots of room to add more precise strategies to get your business more exposure and new leads. It’s a start, and can very well turn into your next B2B sale.
Need help scheduling, posting, and marketing your LinkedIn page? Try our 14-day trial absolutely free and see how Firefuze can help your business today.