How To Use LinkedIn Company Pages For Marketing

In September 2012, LinkedIn announced a new look for its Company Pages. From a usability perspective, this release became an effort in bringing a better experience to LinkedIn members. So how does one use these new LinkedIn Company Pages for Marketing?

As Mike Grishaver, Product Management & Monetization at LinkedIn, said, “this means a more powerful way to build relationships with your target audience on LinkedIn.” With its emphasis on visual and relevant content, LinkedIn’s new Company Pages now give businesses a more complete set of tools to do effective marketing.

Below is a list of 4 benefits that LinkedIn company pages will provide in a world of marketing, derived from HubSpot’s Step-by-Step Guide to LinkedIn’s New Company Pages.

Company Reach

Without putting any efforts into building your company on LinkedIn, chances are many of your employees are updating their personal profiles to show where they work. Every person that connects with that profile may potentially click on your company name and be navigated to your Company Page. Take advantage of this!

Product Awareness

Company Pages on LinkedIn provide a section for talking about specific products. While you can create a business page on Facebook, on which you can describe your various products as a whole and see which friends ‘Like’ that page, LinkedIn is much more robust from product awareness perspective. It can narrow your target audience and allow you to add multiple products.

Search Engine Optimization

Did you know that LinkedIn Jobs appear in search results and on Twitter? By having a LinkedIn Company Page, you will greatly increase your visibility across the web. Additionally, LinkedIn is its own search engine for finding jobs and companies, and if you’re not there, you will have missed a great opportunity to be found by a prospect, lead, or potential employee.

Lead Generation

LinkedIn Company Updates allow you to link to marketing offers, drawing in leads who are in need of your content or deals. When you post updates to LinkedIn, just as you would on Facebook or Google+, you suddenly have the means to drive huge amounts of traffic and leads back to your website.

In addition to Company Updates, your Products page has huge opportunity for lead generation with its call-to-action capabilities. The giant, clickable cover image can link to a product, service, or offer, which will help you find the right people with a high interest in what your company has to offer. Right below this call-to-action are trusted recommendations from fans and recognizable connections. So if a prospect wasn’t totally convinced about your products’ value before, he or she will be now!

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