5 reasons people are ignoring your brand on LinkedIn
And the fixes for each reason. Don't panic; we'll get through this together.
If you are using LinkedIn to market your business online, you know how tricky it can be to set up your LinkedIn company page.
Who knows if you have all the apps you should?
How can you tell if people are visiting your page?
Is your page fully optimized?
These are all questions that need answering, and this post will take care of that.
It's 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. Don't worry too much if you're missing a couple of these tips, just incorporate them into what you're doing to be even more awesome.
1. You don't check your page's analytics. It's important to use the Analytics tab on your LinkedIn company page. All admins can access it (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 company page shows you page views, unique visitors and clicks for 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," though you probably haven't heard it said about your LinkedIn company page. Not including the services that 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 company page and click the Products tab; 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.
It'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 and your business page, but the effort is worth it in the long run. 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: Post one or two status updates each day from your company page. 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. No spam.
4. You haven't created multiple variations of your page. LinkedIn gives you the unique ability to to create multiple versions of your company to serve custom audiences based on profile content. This is an awesome feature, and if you're not using 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 the "default" version of your company page. Afterwards, create multiple versions by clicking "New Audience."
Write multiple descriptions and company overviews based on the audience you want to target. 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 three 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. Your competitors are probably doing it.
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. The code is generated automatically and easy to plug in anywhere you wish.
Ultimately, we all have the ability to be LinkedIn rock stars, you just have use all the features and services LinkedIn company pages offer.
Justin Brackett is the vice president of marketing at BizChangerZ, where a version of this story first appeared.
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