“The richest people in the world look for and build networks, everyone else looks for work.” — Robert Kiyosaki
Report by Phillip Chichoni
On September 6, LinkedIn (www.linkedin.com) announced a new look for its company pages.
Before that, LinkedIn was more focused on individuals than companies. The new company pages format will help companies, both big and small, improve their brand presence, attract the attention of potential customers and deliver messages easily to targeted followers.
You don’t have to pay to set up your company page on LinkedIn. Better news still, company pages are going to be available on mobile too, so browsers can also find your business using their smartphones.
Every serious entrepreneur should consider including Link-edIn in their marketing arsenal because it is the world’s largest professional social network.
With over 160 million users in 200 countries, more than two million companies with company pages and its members being influential and affluent, you cannot afford to ignore the potential of LinkedIn as a marketing tool.
Here are the three major changes on LinkedIn company pages: Company image Before the change, company pages consisted almost entirely of plain text. Knowing that a picture is worth a thousand words, LinkedIn now provides companies with the ability to easily add an image that best represents their company and brand.
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Follower insights There is now a big “follow” button visible at the top right of the company page. Visitors who see your news feed or your products and services may decide to follow your company. When they do, LinkedIn will let you know. You will be able to see how many people are following your company and their demographics.
Even better, you can view their engagements by clicks, likes, comments, shares, and percentage. You can also narrow down your follower demographics by seniority, industry, function, region, company size, or employee/non-employee.
Company updates Company updates also have a new feel. When you post an update, LinkedIn will advise you to “Share an article, ask a question or post an offer to interested LinkedIn members.” You have the ability to share your content with a “targeted audience” or “all followers”.
How to effectively use LinkedIn Company pages to improve your marketing First, a word of caution. Although LinkedIn and other social networks continue to open up new and more exciting ways to reach and engage with customers, they are not the silver bullets that will magically solve your marketing problems.
They are just more tools that you can use as part of your marketing strategy to attract new clients and serve existing ones better. A LinkedIn company page on its own will rarely be an effective marketing tool; it has to be used in conjunction with other marketing tools in order to be effective.
Here are five ways to effectively use the company pages to get results:
Start with an attractive company image The profile picture is the first thing visitors to your page will see. Ensure this picture looks professional and represents the image you want to be associated with, your brand and quality.
Post valuable content Take time to write and post content that will engage your target audience. It’s better to write a few good posts per week than to send out many boring ones. With so much content being churned out online daily, it is only very exciting content that will attract attention.
Respond to readers Social engagement should not be one way traffic. Take time to read what visitors to your page are saying and engage with them.
Get your employees to engage Your employees are probably already on LinkedIn. Get them to update their personal profiles to show where they work and promote your company. This significantly boost the reach of your page as all those in their networks will be able to see your company.
Analyse page statistics Use the LinkedIn analysis tool to measure the results of your various marketing activities on the company’s page. See which activities are bringing more positive responses and improve on them. Interact on LinkedIn
Take time to “Like” and “Follow” other companies and people’s updates and posts.
Also use the “LinkedIn Answers” feature to share your knowledge; this positions you as an expert in your field.
The more active you are on LinkedIn, the greater your visibility and reach.
Don’t forget this month’s BusinessLink Networking Breakfast meeting with Nigel Chanakira on September 27.
You can still win a free ticket if you answer two questions on our website as well as on our Facebook and LinkedIn pages (search for SME BusinessLink).
- Phillip Chichoni is a strategic business planning and financial management consultant who works with entrepreneurs and growing businesses. You may contact him by email on [email protected].
