LinkedIn is a powerful marketing tool for B2B companies, with 400 million users across 200 countries and territories. This opportunity to reach professional audiences across diverse industries and locations should not be ignored. Despite the advantages a business presence on LinkedIn has to offer, only 57% of companies have a page on LinkedIn. This gap provides room for B2B marketers to build their audience and voice on LinkedIn without as much competition as on other social networks by using a company page.
How can you best use your company page to reach target audiences and increase impact and engagement? Here are a few key tips for improving your company’s LinkedIn page:
1. Optimize Your Company LinkedIn Page for Search
When creating your company’s page, LinkedIn will ask you to provide information about your business that appears at the top of your profile. This information is important for introducing visitors to your business and its mission, but the language you use is also crucial for driving traffic to your page because of how SEO-friendly company pages are. Search engines and LinkedIn’s internal search crawl words and terms on businesses pages to rank their results, and Google previews up to 156 characters of your page’s text. Make sure your company description is especially keyword-rich and starts off strong so potential visitors want to learn more by visiting your page. A helpful tool for finding the best keywords to include on your page is Remember that the keywords you use on LinkedIn should align with the keyword strategy you use on your own website, so Google sees that you’re consistent in value propositions.
2. Add Eye-catching Banners
There are 4 million business pages on LinkedIn. Help yours stand out with attractive banner images that provide insight into your products or services. The LinkedIn banners are much like Twitter or Facebook cover photos—they need eye-catching imagery that appeals to your audience while communicating your brand. The banner can also showcase a new product or major upcoming event, or include a call-to-action that invites visitors to learn more about the company and what it has to offer. Banners can be used on your company’s home page, the careers page, and showcase pages.
Here are some examples of effective banners:
The Walt Disney Company
Patagonia
Citi
3. Segment Your Audience for Targeted Posts
Creating inspiring and informative content is key to a successful digital marketing campaign. But how can you make sure your followers on LinkedIn are receiving the content they want? LinkedIn allows you to target your company page updates for specific audiences. Segment your audience by geography, job function, industry, company size, and seniority, then choose a “targeted audience” when adding a new update to target the people you are trying to reach. Once you’ve identified a valuable audience on LinkedIn, you may consider investing some money in promoting the company page and key updates.
4. Create a Careers Section That Exhibits Your Company Culture
An important part of defining your unique brand on LinkedIn is showcasing your company culture. A great way to give visitors insight into your company’s work philosophy and mission is by creating a careers tab. In the careers tab of your company page you can describe what it’s like to work there, highlight current employees, add a unique banner image, post job openings, and more to improve your recruitment efforts and introduce your audience to the DNA of your business—its employees! Work with your human resources and recruiting team to make sure this section is as robust as the rest of your company page. For access to more advanced option in the careers tab, such as creating multiple versions of the page that target different audiences, you can upgrade to Silver and Gold career pages.
Here is an example of a careers section from TrackMaven’s LinkedIn page:
5. Create Showcase Pages for Key Products and Brands
If you have a product line or brand that you want to promote, you can create a LinkedIn showcase page. A showcase page is a sub-page of your company profile, and has its own banner, followers, analytics, and targeted audience segments. Creating a showcase page allows you to focus promotion around one product or brand, rather than your company as a whole. Be selective in choosing what to highlight, as LinkedIn only lets you have up to 10 showcase pages.
Here are a couple of examples of showcase pages:
IBM
Google AdWords
How is your company using LinkedIn to promote its products, services and brand, and which of these tips have you used? Share your LinkedIn marketing experiences with us on Twitter at @TrackMaven!