After Setup: Focus on LinkedIn

By Sue Brady linkedin logo

Part 2 in the continuing series of post set-up basics for Social Media (read part 1 – Twitter Basics here)

Congratulations! You’ve set up your LinkedIn company page. Now you need to make the most of it.  LinkedIn currently boasts almost 260 million users and remains one of the most actively used social media tools. It is viewed as a Business-to-Business (B2B) tool and not necessarily a personally social one.

As always, the first thing you need to clarify is your company’s LinkedIn goal so that you can make sure you are doing all you can to achieve it.

Possible Goals

  • To have a place for seekers to learn about your company and/or products
  • To offer advice (aka thought leadership) to potential customers
  • To recruit new employees
  • To generate leads/sell product.

Visitors will come to your LinkedIn page because

  • They read a tweet from your company
  • They read an article where your company is mentioned
  • They saw your logo as the employer (or former employer) of someone they want to do business with or someone they know
  • They are interested in a job posting associated with your company
  • They heard about your company and want to gather some additional information.

In support of almost any LinkedIn goal, you’ll need to have a built out profile. It supports everything you’ll do on LinkedIn. Let’s say someone sees a tweet from your company, or reads an article about you or someone at your company. A first stop for many folks is LinkedIn because they can see what your company is all about at a glance and, they can easily see if they know anyone in their network that works there. So your profile is key and should be the first thing you focus on by adding information to your home page. You can include things like: address, date you were founded, website, company size, industry etc.

Also flesh out your Product/Services tab and list as much as you can to make it clear to viewers what your company does. And you’ll want to ask others to leave reviews of your products and services as a way to add more credibility to your page.

Once your page is as good as you can make it, you want to make yourself known.

Build a following

  • Invite your personal contacts to follow your page
  • Invite your business contacts to follow your page
  • Invite your customers to follow your page
  • Follow your customers’ business pages; a company may see your ‘follow’ and follow you back
  • Find appropriate LinkedIn groups to join on behalf of your company so that you can start participating in conversations there. It’s a great way to connect with others.

Share content

  • Share relevant content posted by others (companies and people) in your network
  • Share articles you have found that are relevant to your audience
  • Share blog posts you’ve written on your company site that your audience will find relevant
  • Post updates about what’s happening in your company
  • Answer questions that are posed to your company either directly or in a related group.

Comcast Post

This picture shows a post made by Comcast Business Class that was also posted by an employee there. It is showing in my feed twice because I follow Comcast Business Class and I am also linked in with Craig. Using the options along the bottom of the post, I can like the article, leave a comment or share this article with my network.

Decide how frequently you want to post. Many companies keep an editorial calendar to inform content for all of their social media efforts. It’s a best practice and will help you keep it all straight, especially as you look to cross-post across your various sites.

Another way to reach potential customers is through LinkedIn advertising. You can target your ads based on your own requirements for the type of customer you want to attract. These might be a particular industry, job title, geography, or company size. Note that you might want to make your targeting ‘loose’ enough so that your ad is seen by a larger audience.

To buy an ad, you need to go here: LinkedIn Ads. You’ll be walked through the steps, starting with deciding between creating an ad vs sponsoring one of your updates. You can see an example of a post sponsored by Yahoo below. You’ll be prompted to set the minimum you are willing to pay for a click, as well as a daily budget. This is a great, easy-to-follow article that walks you through each of the steps from identifying your audience to analyzing your results: Tutorial for Advertising on LinkedIn.

Linkedin Promoted Ad

Not only does advertising reach new potential customers, but you might get a benefit from existing customers. In the example below, the customer made a comment on the company’s post, and that means his network will now see that ad. In addition, the company used it as a way to politely ask for a recommendation on their product page.

Linkedin Ad

Regularly check your LinkedIn page to see if anyone has sent you a message or commented on something you’ve posted (and/or use your settings to receive notifications via email). It’s usually a good idea to post a response if someone comments publicly on something you’ve posted. And of course, you should always answer a private message, and do so privately. Private message notifications show up at the top of your page on the right hand side: notificationsNext week’s article will cover the Post-setup Basics for Facebook for your Business. If you missed last week’s Twitter Basics post, you can read that here.

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