Most clients we interact with seem pretty comfortable with social media. Their Facebook Business Page is managed effectively, they often have a Twitter or Google+ page where they are comfortable sharing information about their business. But typically, when we begin to discuss LinkedIn, the mood shifts. More often than not, our clients have a company LinkedIn page, but are unaware of the capabilities and proper online etiquette for LinkedIn, and end up leaving the page virtually untouched.
Leaving your LinkedIn page just to sit there, without any interaction with others, is the opposite of what an effective and successful business should be doing. LinkedIn can be your biggest resource for past clients to know where your business is headed, potential clients to become interested, and to sell your company as a whole. To miss out on LinkedIn is to miss out on potential revenue ($$$), growth, customers, and building a positive reputation for your business. Once our clients realize this, they typically get on board with the idea.
Set The Stage:
If you haven’t already, you’ll need to create a profile for your business. Managing this page is just like managing your own profile. Follow these quick tips to build the foundation of your page:
- Add your industry so that LinkedIn can attach you to a network of people who match your skills
- Use your logo or a picture of your office as your profile picture
- Craft a concise description of what you’re all about
Publish What’s Relevant:
Your LinkedIn business page should only post things that are relevant to the company itself. This is an opportunity to share business articles, something your company has been working on, company culture, your mission statement, and positive press. LinkedIn is also a great network to share blogs written by your staff, and to lead people to your company website. But, don’t overdo it. Followers can be turned off if you are flooding their page. Post sparingly, yet effectively. Use these added tips to gain ideas for new posts or to freshen up something you’ve previously published.
Play By The Rules:
Remember: LinkedIn is totally different from Facebook. You won’t find pictures of grandchildren, rants and raves about the current Hollywood scandal, or silly videos. This is a professional networking site, so treat it like you would a business client. If you are messaged, respond quickly. Nurture the relationships you build online. When in doubt, refer to this list about the Do’s and Don’ts of LinkedIn.
Make A Connection:
Now that you’ve positioned your company properly and have started to post relevant information, it’s time to get connected! Your personal connections have the ability to “follow” your business page. Leverage your personal networks and invite friends and family to follow your page. As the page is further established, more and more people will become interested in what you are doing. Remember, even if a person or company is not following you, they can still see your content. Members of the site still have the ability to search the business and see what your page is all about, without actually having to press follow.
By far the hardest part for our clients is posting in groups or discussions that relate directly to their industry. Typically, discussions in groups revolve around changing industry needs such as a new software, solving an issue, asking questions, or gaining advice from peers. We understand that it can be daunting at first, and we know you want to get it right. Get involved in groups like this! You will immediately be put into contact with those interested in your industry but outside of your network. Use these opportunities to ask questions and survey your audience. If you know the answer to their question, reach out.
Let’s Get Going:
LinkedIn offers so many unique opportunities. As your profile gains traction, continue to optimize it. Like any other social media channel, you’ll want to check back to the site often. LinkedIn is constantly adding updates and creating ways to better your business’ presence.
We get that putting things out there can be daunting – and doing it the “right” way can add even more pressure. We want your business to flourish, succeed, and make money, and spending time on LinkedIn can certainly help with that. Get started today!