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LinkedIn Company Pages are a fantastic way to market your business
LinkedIn is generating some of the highest visitor-to-lead conversion rates across social media.
While some are still skeptical of the direct impact social media can have on small businesses, LinkedIn is one social network you can’t afford to ignore when it comes to lead generation.
In a study conducted by HubSpot, it was found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, which is 277% higher than Twitter and Facebook. Although this social network may not be the best platform for engagement, it is producing targeted and quality leads for businesses. LinkedIn, quite simply, is the best social network for lead generation.
If this is an important aspect of your franchise development and business strategy (and we sure hope it is), then optimizing your presence on LinkedIn should be a top priority. Here are our top tips for those who need to create or optimize their presence on LinkedIn.
Design Your Page
Take some extra time to not only fill out your full profile on your company page, but design it as an extension of your business and your website. If your leads are finding out about you first through LinkedIn, you will want your page to showcase your company in the best light possible.
In addition to having a page with updated logos, images, and products and services, it should also be SEO friendly. Take advantage of special features for your products and service if it’s right for your brand with Showcase Pages.
Build A Following
The “if you build it, they will come” motto certainly does not apply for social media pages. Once your page is up and running with a beautiful design that fits your brand and is populated with content and updates, it’s time to start connecting with your offline network online.
Your employees, franchisees, and partners are your best advocates. Not only should they be following the page, but you should be encouraging these key brand ambassadors to share and like the content you are spending time and money to create and promote. Remind employees to update their LinkedIn profiles to also reflect their status at the company.
Remember to promote your page in all of your company’s communications such as your website, email newsletters, and your email signature.
Engage Your Network
Throw that set-it-and-forget-it mindset out the window for your LinkedIn company page strategy. Posting regular updates with relevant and valuable content for followers is necessary to keep your audience engaged and to attract new followers.
What will a follower get out of following your page? This is where your content marketing strategy comes in. Creating content that shows your brand is a thought leader in the industry establishes you as a trusted source.
Analyze Your Efforts
Like the rest of your marketing efforts, you should be measuring your social media activities to see what is working, what is not, and analyze to see how you can improve. Depending on your goal—whether you want to increase brand awareness, engagement, or franchise development leads—you need to make sure you are receiving a return on your investment.
What are your tips for optimizing your brand’s presence on LinkedIn?
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