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LinkedIn for SME Owners – Part Two

Last week we took a look at just what a great resource LinkedIn can be for SME owners, helping to connect with new people, establishing yourself as a thought leader and influencer in your industry and reaching a much wider audience which can drive traffic to your website and increase sales.  The article last week concentrated on creating a personal profile for yourself as a business owner but, as you’re probably aware, LinkedIn also gives you the option of creating a company profile which can be of great benefit to your company as it’s possible on LinkedIn to search for companies as well as individuals.   However, as with your website, it’s not just a matter of putting the information out there, you need to make sure that your company profile showcases your business in an attractive way so here are some tips on creating a great company profile on the social media platform for business.

·        Company Pages on LinkedIn are SOE-friendly and Google previews up to 156 characters of page text so make sure your company description uses keyword-rich copy – this means using keywords and phrases that describes your business, expertise and industry focus for best results. 

·        Make sure you include your company logo and a great cover image on your Company Page as your logo will appear when members search for your company.   Company Pages with logo images can attract six times more traffic to your page!  If you have employees who are registered on LinkedIn, your logo will appear on their profiles too.

·        If you deal with customers or clients overseas as well as in the UK, then you’ll need to customise your pages for a global audience.  LinkedIn allows you to set up your company pages in more than 20 different languages and use targeting filters such as language and location to define the audience for your updates. 

·        LinkedIn also offers Showcase pages as a free extension of your Company page.  These are designed to enable you to highlight a product or brand and target specific audiences.

·        Posting regular company updates is a great way to engage with your audience and start conversations with them.  Share your company news, industry specific articles that you come across online or ask your followers for their views.  Consistent posting will encourage readers to engage with you and build brand trust.  Updates that are posted in the morning usually result in higher levels of engagement but it’s worth experimenting to see what works best for your company.

·        Try not to be overly promotional when posting updates.  Instead, post updates that add value for your audience – how to’s, industry news, etc.  Posts with images tend to attract more readers than those without so it’s always worth making sure you have a couple of good quality images to add to your posts.  If you’re launching a new product, then posting about it is acceptable, especially if you ask readers for their opinions on it.

Don’t’ forget – social media is exactly that – social.  Make sure you check notifications and respond to people who engage with your posts and your company page