How to use LinkedIn Company Pages for B2B Marketing

In the past year LinkedIn has expanded their company pages with several great B2B Marketing features.  If you have not actively managed your profile to help connect with and convert more customers 2011 might be the time to start!

Getting found and quickly telling your story when customers search for you has become a key part of  B2B marketing plans.  Because LinkedIn profiles have great SEO they often deliver first page results.  And since three quarters of B2B purchasers are now using social media as part of the buying process (source: ITSMA) you should expect that they will look at your profile as part of the process.

Make sure that your employee profiles and company profiles are telling your story and supporting your value proposition.

Key features you should be using on LinkedIn company pages

LinkedIn Company Page Best Practices

1. Company Overview

This is where to tell your story.  But focus on what your customer wants to know instead of bragging about how great or big you are.  Start with your value proposition and extend the story with relevant context and credentials.  But don’t forget to use the language your customer is using when they are searching for what you do.  Now is the time to use long-tail keywords.

2. Services/Product Description

This is a terrific new feature that lets you breakout specific services or products with their own description, display ads, web links, video link and promotions.  LinkedIn lets you promote your products and services with a headline, description box and a hyper-link.  This is a great way to direct traffic into your pipeline with a relevant call to action. Done right you can direct lots of prospects into your pipeline from these pages.

LinkedIn Company Page: Services Listings

LinkedIn company page - promotions

3. In your network

Relationships are the key to business success.  And LinkedIn immediately identifies who we know in common.  So ensure your team has optimized their profiles to get more customers, tell your company story and share your value proposition with their network.

4. Blog and Twitter Feeds

Automate the process of keeping content about your company fresh with automatic blog and twitter feeds.  That way you can showcase what you know and keep your content fresh at the same time.

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