In today’s digital age, the modern buyer has significantly evolved, favoring self-service options and streamlined, rep-free sales experiences. With 75% of B2B buyers valuing these autonomous purchasing journeys, and 36% actively engaging with supplier social media, it’s crucial to harness the full potential of your LinkedIn company page. Michelle J. Raymond’s session at Social Media Marketing World laid out a strategic blueprint to help businesses optimize their LinkedIn presence and drive growth.
The Changing Buyer and the Importance of LinkedIn
The modern buyer is informed and independent. Before reaching out to a company, they’ve likely already done extensive research. This shift in buyer behavior means that your LinkedIn company page needs to be more than just a static profile—it must be a dynamic, value-driven landing page. One of the first steps is ensuring that when someone Googles your company name, your LinkedIn page appears on the first page of results. When potential customers visit your page, they should immediately feel confident that they’re in the right place. Treat your LinkedIn page like a landing page where first impressions are everything.
Optimizing Your LinkedIn Company Page
- Branding and Visual Appeal:
– Tagline: Consider adding a tagline at the end of your company name to quickly convey what you offer.
– Banner: A visually appealing banner can set the tone and reinforce your brand identity.
- Search Engine Optimization (SEO):
– Keywords and Phrases: Integrate relevant keywords and phrases into your company description to improve searchability.
– Human Search Optimization: Ensure that your page is easy to read and clearly communicates what you do and who you do it for.
- Complete Information: Pages with complete information see 30% more weekly views. Don’t leave any section blank—every detail counts.
- Featured Section: Use this section strategically to align with your business goals. Highlight key content, announcements, or offerings that matter most to your audience.
- Monthly Invites: Regularly use LinkedIn’s invite feature to grow your page’s follower base.
The 3-2-1 Content Strategy
To keep your LinkedIn page vibrant and engaging, Michelle introduced the 3-2-1 Content Strategy, which balances different types of content to appeal to your audience:
- Good to Know (3 Posts):
– Share industry trends, predictions, and events that matter to your audience.
– Provide valuable insights and updates that keep your followers informed and engaged.
- Good to Feel (2 Posts):
– Showcase behind-the-scenes content that adds a human touch to your brand.
– Celebrate milestones and share stories that resonate emotionally with your audience.
- Good to Buy (1 Post):
– Highlight your products or services in a memorable way.
– Use distinctive assets, like characters or fun elements, to stand out in the feed.
Leveraging LinkedIn Features
- Spotlight on Employees: Feature your employees to add a personal touch and foster connections with your audience.
- LinkedIn Live and Events: Hosting a LinkedIn Live or a registered event can create buzz. Repurpose this content into other formats to maximize its reach and impact.
- LinkedIn Page Newsletter: Consider starting a LinkedIn page newsletter to keep your audience regularly informed and engaged with your content.
By following these strategies, your LinkedIn company page can become a powerful tool for business growth, helping you connect with modern buyers in a meaningful way.