The Ultimate Guide to LinkedIn For Business

Published by Designzillas on January 16, 2014

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When it comes to social media platforms, LinkedIn is a little bit of a different ballpark. Many of its features are similar to those of Facebook, Twitter, Google+ and Pinterest, but LinkedIn’s overall feel, vibe, and personality are less “that fun friend at work who always knows what’s up” and more “that high-level executive who you kind of fear sometimes but also know is totally awesome on weekends.”

LinkedIn is the social media website for those who don’t really care for social media. It wasn’t made to post pictures of your nieces and nephews on their first trip to Disney World or keep in touch with friends from high school. It was intended to give professionals an outlet to connect with each other and businesses of interest. LinkedIn provides a great way for individuals and companies to keep up on industry-relevant news and updates; all of the other distracting bells and whistles are set aside. As a business leader (particularly B2B), marketing manager, or executive assistant in charge of keeping your company’s social media sites alive, your company ought to have a presence on LinkedIn — allow me to show you how!

WHY LINKEDIN?

Since it’s launch date of May 5, 2003, LinkedIn has over 259 million users, 184 million monthly unique visitors, and users in over 200 countries and territories worldwide. Of those 259 million profile pages, 31% are businesses. LinkedIn is a social media platform unlike any other; it was specifically ​built for businesses and professionals to enhance their networks and build their brands. Individuals can create profiles listing their skills, job experience, andsomany other aspects related to their professional identity.

But you, my friend, are most likely here for your business. Much like setting up a business page on Facebook, Twitter, or Google+, LinkedIn allows users to create a “Company Page” that anyone can then follow. Company Pages are a bit different from a regular personal profile — here’s what you will see:

The “Home” Page — contains your basic company information, any updates you post, who connects with you, a list of your employees, and so on

The “Careers” Page — this feature is only available for silver or gold level profiles (which require you to pay); this is where you can post job listings that users can see and apply for

The “Products and Services” Pages — you can add multiple products and services; each one contains a description and information about the item, as well as recommendations by existing customers

Page Insights — this is only visible to page administrators; lets you know who has been visiting your profile, how many people have visited, and what they’ve been looking at

Analytics — also only visible to page administrators; these are data that show you follower demographics so you can better target future posts and campaigns

SETTING UP YOUR LINKEDIN COMPANY PAGE

In order to take advantage of all these awesome company perks, you need to have a personal profile on LinkedIn. A Company Page also requires that the email associated with it have its own unique domain name. For example,averagejoe@genericwebmailservice.com won’t fly. The e-mail associated with your company page needs to be from your actual business — something more like info@yourcompanyname.com. This helps LinkedIn weed out the actual businesses from those people trying to create a company page for individuals.

Add Company Info

Next, you need to add some information about your company. Along with your keyword-optimized company bio, include your company type, size, web URL (this is important — you want to send traffic back to your website!), industry, operating status, year founded, and locations. All of this can be found in “Admin Tools.”

Add Administrators

Then, you should add some administrators so that your marketing department can help you add great content. To do this, click the “Edit” button in the upper right corner of your profile. Scroll down the “Overview” page and find the “Company Pages Admins” section on the left. Under “Designated Admins,” start typing the name of a connection that you want to make an admin. You MUST be connected to the person before adding them as an admin. Be careful with who you add — you can only have up to 50 administrators per page!

Add a Cover Photo and Images

Just like Facebook, your LinkedIn Company Page needs a compelling and eye-catching cover image. This shows up at the top of your page and is the first thing visitors see when landing on your profile. Keep in mind, the image must be at least 646 x 220 pixels. After you’ve included a great cover photo, add in your “Standard Logo” and your “Square Logo.” These should be easily recognizable images of your logo, mascot, or something else having to do with your brand. When visitors see this picture, they should automatically know it’s you.

Add Products and Services

It’s extremely important to add products and services to your LinkedIn Company Page. This is where visitors can see what you actually offer as a company and eventually find themselves on your website. To do this, click “Add Product or Service” under the drop down menu associated with the blue “Edit” button in the left corner of your home page. Then, follow the simple steps to create a product or service page. It’s important to remember to add a compelling snippet about the offer, a link back to the product or service page on your website, and a relevant image that depicts what is being offered.

SHARING UPDATES

Once your profile is all set up, you can start sharing content with your followers. The content you post should be slightly different from that of Facebook, Twitter, or Google+. Refrain from posting funny images or articles; keep it focused on industry news and updates. As with other social media platforms, keep posting about your own business to a minimum. You can definitely post special offers and news about your company, but remember to provide your users with industry information as well. These updates can be shared with all of your followers, or specifically targeted groups of followers.

And don’t forget about LinkedIn Ads! With this tool, you can sponsor updates and target specific groups of people to certain articles and posts. These updates can take the form of image, text, or video ads and are great for B2B marketing — you can target users by geography, job function, seniority, or industry. In order to create a campaign, follow these simple steps:

  • Click “Sponsor Your Updates” under the drop down menu associated with the blue “Edit” button in the top left corner
  • Choose to create an ad, or sponsor an already existing update
  • Name the campaign and choose the destination (either your web page or a LinkedIn page)
  • You can choose up to 15 different variations of an ad to test which ones gain the most traffic
  • Add a compelling image related to the update
  • Target a location
  • Set a budget and duration; you can choose between CPM (cost per the number of people who see the update) or CPC (cost per click)

Setting up paid ads is a great way to reach more people than you could potentially reach through simple organic posting. Either way, it is generally recommended to post less frequently to LinkedIn than you would to Facebook or Google+. Start out small and increase your amount to 3 or 4 per day, depending on the size of your company. But remember — it is better to post 1 or 2 great articles rather than 3 or 4 mediocre ones. The key is always to delight your customers!

TRACKING RESULTS

There is little point in creating a social media presence if you do not track your efforts and LinkedIn has built in tools for you to do just that! With organic posts, you are able to see regular metrics underneath of each update. These will show you impressions (the number of times your post has been seen on a newsfeed), clicks, and interactions (the number of times someone has liked, commented on, or shared your update). The regular, organic metrics also show you an overall percentage of how engaging that particular post was. Sponsored updates show you this information, as well as how much more you have reached based on your paid campaign.

GET ON LINKEDIN

The possibilities are endless for businesses on LinkedIn. It’s the perfect place to interact with customers and users who are specifically interested in your business and what it has to offer. I hope that this blog post clued you in to the great opportunities the website can offer YOUR business. LinkedIn is the key to connecting with people in your industry, and those interested in your industry. Follow the above best practices, and watch your profile grow!

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