Podcast: Play in new window | Download
Subscribe: RSS
Transcription:
(Prefer to read? Here is the transcription. Please excuse any typos.)
Last week I was chatting with one of our subscribers and she had a question about LinkedIn company pages. She wondered if in my opinion, it was a channel she ‘should’ invest in. My answer was ‘Yes, sort of…’ and that’s the subject of today’s podcast. I’m going to tell you a little bit about LinkedIn company pages and why I think they are of value and what else you could be doing to promote your brand that will bring even better results.
So let’s get into answering Jane’s question about LinkedIn company pages. LinkedIn company pages – should you have one? The short answer is yes. You should have everything that you can that profiles you and your organisation and enables people to find you online. The great thing about LinkedIn is that it is a search engine; imagine 300 million users and all that content. Google loves it and it will rank your LinkedIn company page as one of those links that you will see on the first page of Google when you search on your company name; great branding and visibility. That’s a real benefit of having a LinkedIn company page. It’s one more way for your clients and your candidates to find you.
Having said that I strongly recommend that you don’t prioritise having a LinkedIn company page over spending some time and effort on your website and on your LinkedIn profile because those are the two places where people are going to find you first.
If you read anything from LinkedIn themselves, they will be promoting their own platform and of course, they want you to stay on LinkedIn and attract people that way. However, your website is your authority presence online; you own it as well. You must spend the majority of your resource on developing that and also your LinkedIn profile because that’s where people are going to look first.
Your LinkedIn company page is another opportunity for people to find you. It’s another element of social media. You can put your value proposition there, all about you and your organisation, why people will want to work with you and of course, you can post things there as well. You can post your status updates and share great content.
One of the things about your LinkedIn company page is that you can do something called ‘sponsor updates’. What you can do is share a great blog post that you have; perhaps it’s a hot topic in your market or an evergreen post that everyone likes. Once you share that post you can then sponsor that particular post and you can make it available for other people to access it that are not followers of yours. Imagine you are a recruiter that targets the energy sector then you could make your update appear in front of people that have that interest.
Currently, the only people that see your LinkedIn company updates are people that are following you. If you want to expand your reach and get your message in front of more people this is where a sponsored update will help.
Do we have a company page? Yes. Do we recommend our clients to have one? Yes. They’re pretty straightforward to set up if you know what you’re doing. You have an opportunity to add a banner which can be a nice visual representation of you and your organisation. Within that banner what LinkedIn will allow you to do, is add your phone number.
In addition, you can have pages within your organization. Imagine if you created a ‘client only’ page or a ‘candidate only’ page, you could do that and you could drive traffic via a paid sponsored update to these pages.
There are lots of videos and tutorials online that will show you how to achieve this. You can even get companies to do it for you. In fact, we do it for our clients. We create LinkedIn company pages and make sure that they’re all optimised in the right way.
This podcast was hosted by Denise Oyston. Follow us on Google+
Important
To accelerate your marketing at speed, you need to know your starting point and be clear on what good marketing looks like.
That is why we have designed a complimentary Marketing Audit Checklist that you can download here.
As an ambitious recruitment organisation, THE marketing strategy to master is email marketing. It will consistently deliver both candidates and clients.
In a special complimentary training Webinar, we give you the template for writing emails we use for our clients and the exact 4 campaigns that are working now.
You can register here.
