LinkedIn is the one of the highest performing lead generation sources for B2B and also performs well in the B2C sector. The nature of this network is the key explanation for this level of performance: people who create LinkedIn profiles are looking for employment or business opportunities. Also they tend to vest more trust into a company which has a well-structured page and has a good post sharing and engagement strategy.
While you are working hard to keep your audiences engaged on Twitter, Instagram or Facebook™, you should also devote time to your LinkedIn company page. It has the potential to generate a lot of traffic and future sales if you apply a few best practices which we will discuss below.
We don’t want to keep you waiting and guessing, so here are the top strategies to create a LinkedIn company page which can be a powerful lead generator:
- Include Powerful Visuals Which Define Your Brand Identity
The profile and cover photos for your LinkedIn page should be the first brand ambassadors for your potential leads. Be selective and careful in deciding what to display. The imagery should be consistent with your corporate identity, with the design of your website and with the core messages you want to transmit to your potential customers.
The LinkedIn cover photo is quite generous in size – 1536 x 768 pixels – so you have a lot of creative freedom to develop custom images where graphics, logos and text work together to create the image you want people to see.
- Refine the Copy for the About Section
The About section on your LinkedIn page should tell people in succinct words what your business is about and why they should trust it. Boil down your unique selling proposition and your core values into a short and persuasive message. To put it things into perspective, imagine that you are delivering an elevator pitch: you are in an elevator with a potential client and you have about 20 seconds until they reach their floor to tell them about your business.
Extra tip: always include the URL of your website in the About section.
- Fill in the Specialties Section
LinkedIn Specialities is a feature you won’t find on any other social media network. It allows you to specify all the skills and services your company has. When you start building your list of specialties, keep in mind what your potential customers might search for.
You can add up to 20 specialties, so this is a prime opportunity to up your SEO game and discover all the potential keywords you can rank for elsewhere, as well.
- Create and Keep a Consistent Posting Schedule
If you join a social network, you should be social, even as a business. Think up a great content mix which your leads would enjoy seeing on your page, and be consistent about your posting schedule.
LinkedIn is the best place to showcase your expertise through thought leadership articles, white papers, and in-depths analyses of your industry and its current developments.
- Link Your Team’s Profiles to the Company Page
You should encourage your top employees to link their personal profiles to your company page. This will boost the credibility of your business, because prospects can also look at your employees’ profiles and determine their professionalism and experience in your field of activity.
You should also ask your employees to promote your company to their connections and to act as brand ambassadors in the groups they joined.
Last, but not least, remember to follow the best practices recommended by the LinkedIn team in interacting with personal accounts and promoting your products and services on this social network.