As the top social networking platform for professionals, LinkedIn demands the attention of B2B companies looking to maximize their online presence. With recent updates to its Company Pages, LinkedIn offers more creative freedom and innovative ways to connect with businesses and consumers. Let’s explore the benefits and features that make LinkedIn a valuable tool for your business.

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Why LinkedIn Deserves Your Attention

LinkedIn may appear less glamorous than Facebook or Twitter, often perceived as the meticulous and data-driven member of the social media family. However, its value as a professional networking site cannot be overstated.

Holding the title of the leading B2B social media platform, boasting 200 million members, and showcasing refreshed, contemporary designs with customizable Company Page options, LinkedIn has shed its former awkwardness to emerge as a more sophisticated platform.

A Modern Design for Enhanced Business-to-Consumer Engagement

Since last October, LinkedIn has undergone a design transformation. The updated Company Pages draw clear inspiration from Facebook’s layout, with many new features indicating LinkedIn’s ambition to expand beyond B2B interaction and into the realm of business-to-consumer (B2C) engagement.

Maximizing the Impact of Your Company Page Banner Image

LinkedIn’s enhanced Company Pages now include banner images spanning the top, a familiar sight reminiscent of Facebook’s approach. While the dimensions differ slightly, the concept of the Company Page banner image is borrowed directly from Facebook’s playbook.

The Facebook-inspired cover image offers a range of possibilities. Banner images can link directly to your company website. Don’t shy away from experimentation – incorporating text into your banner image can enhance its impact.

For inspiration, look no further than Adobe and Apple. Adobe leverages the space to promote upcoming conferences, while Apple reinforces its image of innovation. These examples demonstrate how the LinkedIn Company Page banner image can showcase product features, user testimonials, or any content that leaves a lasting impression on visitors.

Products and Services: Integrating Resources and YouTube Videos

The Products and Services tab on your LinkedIn Company Page serves as a central hub for showcasing your company’s offerings.

Keep in mind that the first service listed takes prominence in your Company Page’s “Home” section sidebar, so prioritize accordingly.

Beyond standard product listings, consider diversifying with free resources like white papers, webinars, and resource kits.

Despite its seemingly straightforward nature, the products and services section boasts valuable features, such as the option to embed a YouTube video for each product or service.

If you have relevant videos, link them to your LinkedIn offerings. If not, explore creating engaging YouTube product videos – video content consistently delivers a high return on investment.

Recommendations: Harnessing the Power of Digital Word-of-Mouth

LinkedIn’s new design gives product recommendations a more prominent position on the Products and Services page. This digital form of word-of-mouth marketing can significantly influence potential customers.

Consider requesting recommendations from your satisfied customers, clients, or even partners and vendors.

While you’re at it, seek their permission to feature their endorsements on your website or blog, maximizing the impact of their positive feedback.

Careers: A Worthwhile Investment if Budget Allows

The Careers section allows you to advertise job openings. However, posting on LinkedIn incurs a fee, typically around $300 for a 30-day listing, with variations depending on your location. Discounts are often available for multiple job postings.

Updates: Sharing Links, Photos, and Engaging Content

Functioning increasingly like Facebook’s update box, the Company Pages update field enables you to share links, images, videos, and more. Utilize this feature regularly to capture the attention of your company followers. Share links to upcoming events, industry insights, and thought-provoking questions, incorporating calls to action to drive engagement.

Remember to remove the pasted URL once the update field generates the preview, maintaining a clean and visually appealing update.

24 hours after posting, the Page Insights section (accessible via the “Edit” button) provides metrics on your post’s reach and performance.

Growing Your LinkedIn Company Page Following

Several strategies can expand your LinkedIn Company Page follower base. One approach is to incorporate put a “follow” LinkedIn button on your website or blog.

Alternatively, leverage your personal connections through your regular LinkedIn account and invite them to follow your Company Page. However, exercise discretion to avoid overwhelming your network with invitations.

This concludes our guide to LinkedIn Company Pages. Embrace these new design features, and stay informed about future updates to maintain a dynamic and impactful presence on this essential platform.