What’s one of the best places to showcase your brand, build audience trust and encourage positive interactions, making the conversion from potential customer to client? LinkedIn, of course!
LinkedIn Company Pages* are quickly becoming a preferred and trusted medium for potential customers looking to research and engage with a business. In fact, LinkedIn has found that “50% of LinkedIn members are more likely to purchase from a company they engage with on LinkedIn.” That’s a pretty big deal.
Here’s the scoop…
While a great brand can TELL your target market WHY it’s great to work with your company, what you really need to do is SHOW your target audience HOW. Great branding is an essential tool for business success, but a great brand is nothing without your awesome products, services, and, most importantly fabulous customer service.
People buy from companies they trust. Branding is a tool to establish recognition in what your company offers and create a memorable experience so your target audience keeps coming back again and again. Each credible and happy experience you have when you interact with your customer base builds your brand’s positive reputation.
Social media is a great way to showcase your business, your brand and your products and services, provide customer service, be memorable, and build on that positive reputation.
LinkedIn Company Pages allow for all of this, combined, and in a flexible, effective, user-friendly and professional framework.
LinkedIn Company Pages: Cool and Useful Features
LinkedIn Company Pages work a lot like Facebook pages. If you’re not familiar, both social media outlets allow you to customize your page with a banner image representing your branding. Both allow you to Follow a particular business and get that business’ news updates in your feed. Both allow you to add additional users to help you manage your content and your updates. You can also use both to provide feedback and customer service to people who have comments on your content. For the most part, that’s where the similarities end.
What else can you do on your LinkedIn Company Page? Check this out…
- Display your products and services with a description and image for each. What better way to directly show what your company offers? You can list your key features, link back to your website, add additional content resources to back up your featured product (like videos or blog posts), and more.
- Allow your fans and customers to post reviews of your products and services. LinkedIn recommendations now extend to your products and services. Your target market gets a look at what real people in their industry think of your products and services. What a great way to build credibility, loyalty and trust!
- Add featured groups to share targeted status updates. I’m sure you’ve heard you should be joining and participating in LinkedIn groups to build your image and showcase your professional expertise. By aligning with LinkedIn groups on your company page, you can offer tailored solutions to people who really need it. (Just be careful not to oversell your business or you’ll really be selling yourself short!)
- Here’s a tip: Add a follow button to your company website to grow your audience and direct traffic to your LinkedIn content and extend your online reach, presence and visibility.
The Cream of the Crop: Segmented Insights
GET THIS: You can actually provide specific content and views to a particular target audience segment, and then analyze which content, content types and posting times most appeal to your potential customers! Seriously, how cool is that? You can provide tailored content by selecting a number of options, like geography, job function, industry, company size, or seniority. You can even tailor how your page looks to several targeted segments by adding different banner images that appeal to that specific audience. Then, you can check your analytics page to identify activities and changes in your community of followers.
Once you get the hang of it, it’s important to set goals for your LinkedIn Company Page’s reach. If you’re committing to using social media effectively to build trust with your target market, then it’s essential to engage that audience consistently and effectively—or your brand will suffer in the long run.
Engage your target audience through your LinkedIn Company Page and watch your brand trust and engagement bloom and grow!
*This blog post is in no way affiliated with or endorsed by LinkedIn. We really think this stuff is valuable for your brand and your business!