It’s no secret that LinkedIn is the biggest professional network in the world. In fact, LinkedIn currently reaches more than 610 million users and is the top-rated social lead generation tool for building networks and connections. In the last column, I gave you a quick overview of social media channels and tools that are great for customer service communication. In this article, I’ll share the essential features on LinkedIn that will help you market yourself and your business more effectively:
1. The LinkedIn Profile
2. The LinkedIn Company Page
3. LinkedIn Groups
The LinkedIn Profile
As a social media platform for professionals, LinkedIn allows you to directly connect with other people who are in your industry, are your customers, or are working for companies that are potential customers for you. The LinkedIn Profile is the baseline for marketing your business. It is where the first impression of you and your business is formed. It is important to fill out the profile with as much information as possible. The most effective way to make a positive impression are with these key features in the profile:
• The Profile Picture – Smile! Seriously, smiling in your photo increases the sense of being approachable to do business. Forget using the cropped smartphone shot of you at the picnic. If possible, get a professional headshot done. It is worth the investment. If you don’t have time for that, go ahead and use the phone camera but take the picture inside with a plain background that doesn’t distract or make it difficult to see your face.
• The Profile Summary – The profile is where you fill in all your company information. The key piece is the headline. It is your opportunity to put a short message of value front and center for all to see.
• The About Summary – This section is the moment to get more in-depth about yourself and your business. Think about what makes your business different and creates value. Include a story that speaks to that difference. LinkedIn gives you plenty of space to fill in a message that promotes your business and how it makes a positive impact in the working world.
The LinkedIn Company Page
The LinkedIn Company Page is your opportunity to create a LinkedIn Profile for your company. Company pages are a free feature of LinkedIn and are easy to setup. This is where you further promote your business, build your brand, and position yourself as a credible authority to potential customers. These are the can’t skip parts of the page:
• Page Info – Enter your company name, your tagline, and your website (you do have a website, right?). Also, include a cover image and logo. Believe it or not, companies with cover images and a company logo get six times more site traffic to their company page!
• Overview – The overview is your company description. This is where you go to tell the world about your company. You get 2,000 characters to explain about your business, but the first 156 characters are the most important because those are what Google will show in the preview of your page. Make sure to use keywords in the company description that are about your business (pallets, wood recycling, lumber, etc.).
• Employees – *Employees are not a section on the company page, but it is important that if you have employees that have their own LinkedIn profiles to have them connect to your company page. This will automatically widen the circle of professionals that will see and click on your page.
LinkedIn Groups
LinkedIn Groups are a key feature to take advantage of on the site. They are the digital meeting rooms and forums that will help you meet new people and make new connections. LinkedIn even has a feature that will recommend groups – “Groups you may like.” Actively participating in groups will help you and your company in these key areas:
• Build your network – You can join groups that are particular to your industry or that include members who share your interests. Use groups to ask questions to others in your industry or provide answers to someone with an issue.
• Create relationships – groups are great ways to get introductions to people that are outside of your normal professional circle. Do your homework and look at past discussions in the group to get a feel for what is important and discussed. It is a great way to engage in the conversation on a topic presented by a group member.
• Showcase credibility – Rather than blast a group with an advertisement about your business. Use LinkedIn groups to focus on your expertise within the industry. Ask yourself, “How can I help them with their problem,” or “What can my business do to make them better?” Be honest, be genuine, and don’t over-promote yourself or business. Approach the interaction with a solution that demonstrates your expertise. This tactic can raise awareness of your company and credibility.
LinkedIn is a great platform to build your brand and your business. Develop it as part of your marketing strategy and capture more business with the click of a mouse.
Editor’s Note: Glenn Meeks is an expert on marketing and sales for the pallet and recycling industries. He can be reached at gmeeks70@gmail.com.
