Lately, I have been doing many ZOOM training calls with contractors who want to learn how to use LinkedIn to get more commercial business. Facebook is a great tool to increase consumer brand awareness and get residential projects. LinkedIn, however, is a great tool to get more leads from business owners.
LinkedIn is the perfect vehicle to promote your services, recruit new talent, and share useful information with customers and prospects.
If you don’t have a Company LinkedIn Page, you should definitely set this up.
A LinkedIn Company Page is a page that can be created for individual organizations, companies, and institutions. Once a Company Page is created for a specific business, they can be found by LinkedIn members.
LinkedIn members who are interested in a company can choose to follow or connect with that company to receive more information about the company’s brand, career opportunities, products and services, and company culture.
The main goal of your LinkedIn presence should be to increase your brand awareness and trust. Think of a LinkedIn Company Page as a home base for your company to reach out to an audience to make connections while providing relevant updates and sharing interesting information.
A LinkedIn Company Page can be one of your best online assets for building your business if you approach it properly. All too often, businesses will create a page on LinkedIn, usually because someone in marketing told them they had to, and there it will sit complete with bare bios, infrequent updates, and unused career sections.
The key to LinkedIn – or, in fact, any online efforts – is to create a place where people (your customers, employees, and prospects) will go to gather information, exchange ideas, and engage with your business.
With a little work, your LinkedIn Company Page can function to build trust and your brand identity, inform prospects about your business and industry, showcase your best talent, recruit new employees, generate leads, and close sales.
Let’s explore 5 ways you can optimize your company page for lead generation.
5 Tips for Optimizing Your Company Page for Lead Generation
LinkedIn provides businesses with a solid approach to SEO and, as a result, LinkedIn Company Pages rank high on Google searches.
This means your company page has a good chance of appearing in search results if you follow these best practices. Here are some tips for leveraging LinkedIn’s SEO strategy.
1. Make Sure Your LinkedIn Company Page Is Complete.
This is by far the most important must have for your Company Page. Make sure your page contains basic information, like the industry you’re in, a link to your company website, and the physical address and contact information for your business.
Don’t stop there!
List the size of your business, when it was founded, any specialties, a header image, a logo, and, most importantly, a detailed description of what you do. Company Pages with completed profiles receive twice as many visitors than those with incomplete profiles.
2. Use Industry Specific Keywords in Your Company Description and Specialties Section.
Just like on your website and blog, using industry specific keywords on your LinkedIn Company Page can improve your search results. Including keywords on your company page will register with anyone searching for a company like yours on Google.
If you’re unsure which keywords to include, consider your LinkedIn Company Page as a secondary website to coexist alongside your company website’s SEO. The same keywords you used on your company website to get found are the ones you should include on LinkedIn.
3. Always Keep Your Page Updated.
Posting regularly is important for leveraging LinkedIn’s SEO. It’s also the best way to attract followers organically, engage directly with your readers, drive word of mouth traffic, and establish your business as an authority or thought leader in your industry.
LinkedIn suggests posting at least once a day, whether it’s a brief company update, a new blog article, or a thought leadership piece by one of your employees.
Also, don’t think that once your profile is complete the first time that it’s complete forever. Check your profile at least once a month to optimize any important descriptions, images, or keywords that may have changed the way you do business.
If your company just went through a full redesign or updated its messaging to match a new initiative, make sure it shows on your Company Page, too.
4. Personalize Your LinkedIn URL.
When you create a LinkedIn Company Page, you are given a standard URL that doesn’t help to differentiate your page from other pages like yours. But did you know that your LinkedIn URL is customizable?
Customizing your URL is a good way to boost your presence on the business social media app. A new and easy-to-read URL will help people find your page with ease, and you won’t lose traffic due to this change. Creating a new URL won’t deactivate the old one.
5. Join Relevant Communities.
You can join topic-based communities as an organization on LinkedIn. In fact, you can choose up to three communities.
For example, if you specialize in mold removal, you may follow #moldremoval to view and comment on any updates that have to do with the community hashtag.
This increases your engagement and helps to drive leads for your business because people who are interested in what you do will likely be members of these communities as well.
And the more you comment and engage, the more likely they are to click on your page to see what your business is all about. From there, they may even click on your website and inquire about your services.
Don’t hesitate to join the conversation, and switch up your community hashtags every once in a while to participate in other relevant conversations.
Need help? Have questions? Don’t hesitate to reach out and schedule a complimentary ZOOM appointment. During this session, I will share my screen with you and show you how to use digital marketing to get more clients!