The holidays are over and things are going to begin picking up again on a business front (if they haven’t already) . Now is the time to take a look at your business profile on LinkedIn, before things get too busy.
In November, LinkedIn rolled out a new version for businesses. What was previously called LinkedIn Company Pages is now LinkedIn Pages.
Previously, businesses were limited in their ability to have social interactions with individuals and other companies outside of their network. Now, it’s easier for small businesses to comment, post and re-share employee and member posts via the LinkedIn app. Admins can now more easily monitor conversations, use relevant hashtags and share PowerPoint presentations, PDFs, word documents and native videos. There’s also a Content Suggestions feature to see what is trending and what topics might be relevant to your audience.
Here are seven things every small business owner should do to update their individual business profiles and company LinkedIn Pages in 2019 (and the sooner the better!):
1. Revisit What Is Relevant (and What Isn’t)
Branding is important for everyone. Individuals. Companies. Entrepreneurs. Make sure your LinkedIn Pages and profile accurately reflect what you and your company do.
Re-read what is currently being used, and ask yourself:
If I were learning about my company for the first time, would this LinkedIn description get me interested in my business?Could I describe my company or what I do from reading what is posted on LinkedIn?
2. Create an Engaging Headline
For individual profiles, think of your LinkedIn job title as a marquee sign to flash your mission statement. It is a key place to show off your personal branding. Use the space to share your philosophy and brand yourself with a great headline in 120 characters.
For example, Michelle Mekky the CEO of Mekky Media Relations in Chicago writes, “I help people and brands stand out by crafting their authentic story. You in?” Derek Edmond, a managing partner and director of marketing strategy for KoMarketing, uses a mission statement headline like this: “Helping B2B Companies Generate Results in Search Engines, Social Media, and Content Marketing.”
Forbes contributor William Arrunda, the cofounder of CareerBlast, recommends using the formula “Job title/company + Keywords + Zing!” to stand out with keywords while still keeping it personal.
3. Share What You Believe
Despite what you might think, LinkedIn isn’t a place to just dump a chronological history of your work experience with every detail about your small business.
LinkedIn is about speaking person-to-person, customer-to-potential-customer (or client).
Your summary or About Us page description on your LinkedIn Pages should encapsulate your beliefs about your business. Ideally, it also evokes a strong emotional response in your target audience. Write a short, impactful statement that highlights what you’re good at and what you believe.
4. Make Sure Your (Business) Pages are Complete
While this may sound like a no brainer, make sure your LinkedIn Pages are complete and the basics are up-to-date. Companies with complete information get 30 percent more weekly views according to LinkedIn. That means:
Write a compelling description of your company’s mission, purpose, expertise and focus.Your company logo is posted You’ve included a website URL. Your address, industry, company size, city and state and headquarters are accurate and included.
5. Optimize Your LinkedIn Listing
Are you making the most of your profile or LinkedIn Pages?
See if you should add additional contacts. Ask for and add recommendations. Join, or add or remove you and your company from important groups to ensure you are following the most relevant for your industry and small business community.Make sure you’ve customized your LinkedIn page with a vanity URL. If you have a new product or brand within your company, consider creating Showcase Pages. It’s a standalone page, like a mini version of LinkedIn Pages, within your company listing to spotlight something specific such as a new product, brand, event or charity work your company is doing. You can also target niche audiences such as a high-net-worth population within a financial services company.
On your business page, update the Life tab to help job seekers get a better look into what life is like at your company. Include details such as company values, cultural stats, job openings and job descriptions. Or do like software development company Atlassian and share s link to a quiz to see how a job candidate’s values align with your business.
6. Share Engaging Content
Review the types of content you are sharing on LinkedIn. If you aren’t getting great engagement, copywriter John Espirian gives some good tips to improve your tactics including writing enough to fill at least three lines in a LinkedIn post which triggers the “see more” link and can improve the social media value of your post.
Use LinkedIn Pulse to quickly share industry news, trends, research and blog posts.
How-to articles with phrases such as “X ways to,” “how to get,” and “how to make” tend to do well. In addition to these, newsy trend pieces such as “the future of,” “in the world,” or, “of the year,” also get great engagement on LinkedIn according to Buzzsumo, a social media analytics company, which analyzed 100 million article headlines.
7. Be Visual and Conversational
Review what type of visual elements you’re sharing.
Start by updating your company profile photo (1,536 x 768 pixels) and profile picture (300 x 300 pixels) with images that are 8 MB or smaller.
Another thing to consider is embedding photos, infographics and videos in LinkedIn posts on company and personal pages to make them uniquely yours. In additions, you should consider thought leadership videos that reinforce your brand on YouTube. Add product demonstrations, speech sound bites and engaging conference videos.
Need some inspiration? Check out Slack’s tutorial video.
Be conversational, relatable and memorable. Updating your LinkedIn company page and personal profile gets potential customers, clients and employees engaged. That can make all the difference this year.