"Time for a healthy reality check to see if you’re doing everything you can do to drive more success from your LinkedIn Company Page efforts," writes Justin Brackett on the SocialMediaToday blog. As the VP of Marketing at @BizChangerZ, he outlines 5 mistakes and how to fix them:
1. You don’t check your page’s analytics. It’s important to utilize the Analytics tab on your LinkedIn Company Page. All admins can access this page (it’s the fourth tab over on the top of the page).
How to Fix It: Check your analytics! Create a baseline and record your results. Your LinkedIn Company Page shows you Page Views, Unique Visitors and Clicks: Products and Services. This way you can see what works and what doesn’t. Is there a particular service that gets clicked often? Perhaps you can write the others in a similar fashion.
2. You haven’t included your services. We’ve all heard the phrase “Less is More” but not when it comes to your LinkedIn Company Page. Not including the services your business offers on your company page is like having a website without content. Why make it hard for people to figure out what you do?
How to Fix It: Go to your LinkedIn Company Page and click the Products tab. Then click Admin Tools on the right hand side of the page and select Add a product or service. This is where you get to be creative. Select the category that best fits your product and/or service, name it, add an image, describe it, list the key features, add a URL to your website and finally, add a contact from your company. Here’s your chance to make a great first impression. Write your content in an interesting and engaging manner – you only get once chance at a great first impression!
3. You aren’t posting status updates. Yes, it can seem like a lot of work to post status updates from your personal account as well as your business page, but come on! It’s worth it in the long run, we promise. No matter how hard you try to create a great LinkedIn Company Page, your efforts will be wasted if you don’t post status updates.
How to Fix It: This one is easy = post status updates from your LinkedIn Company Page. Post one or two status updates each day. The content can come from your website and/or blog, or you can post relevant news in your industry from other sources. Share information your network will find interesting and engaging. Don’t be spammy. It’s very easy for connections to unfollow you and that’s what you don’t want.
4. You haven’t created multiple variations of your page. LinkedIn allows you the unique ability to be able to create multiple versions of your Company Page to serve custom audiences based on their profile content. This is an awesome feature and if you’re not utilizing it, you’re missing out. Perhaps one demographic is more interested in a particular service and you could spend some more time showcasing it on your profile. You can create different profiles for people in different countries too.
How to Fix It: The first thing you need to do is create your “default” version of your LinkedIn Company Page. Afterwards, create multiple versions by clicking “New Audience”. Write multiple descriptions and company overviews based what audience you are targeting. Include information on your company and your products and services. Tailor make it to your audience. Here comes the fun part. You can show off your company with up to 3 banner images (640 x 220 pixels) and drive traffic by adding click-through URLs. LinkedIn will create a rotating spotlight module to display on your page. You can add different disclaimers too.
5. You didn’t add the Company Profile plugin to your blog and/or website. Why create a page if you aren’t going to show it off? Not adding the Company Profile page to your website and/or blog is putting your hard work to waste. I’m sure your competitors are doing it – get to work!
How to Fix It: Go directly to this page and don’t pass go or collect $200 until you add the plugin to your website and/or blog. You can pick from a variety of styles and sizes so there’s sure to be a button that will fit your page design. Decide if you’d like to display an inline, an icon and name or just an icon on your button. You can also show your connections if desired. The code is generated automatically and easy to plug in anywhere you wish!
You can also read "Does Your LinkedIn Profile Summary Stink Like a Pair of Old Gym Socks?" by marketing expert Kristina Jaramillo.