Mitch Joel in his ground-breaking 2010 book “Six Pixels of Separation: Everyone is Connected. Connect Your Business to Everyone” said:
A company is no longer made up of anonymous people building one brand; rather, it is made up of many personal brands that are telling your one corporate-brand story in their own personal ways.
This week I want focus on how you can get your company’s story in front of everyone who views your profile and sees what you’re doing on LinkedIn.
Five ways to promote your company on LinkedIn
1. Maximize your profile headline, summary, job experiences and banner. Unless you work for Harley-Davidson, Ford Motor Company, etc., don’t assume people know what products or services your company provides. Use your headline, summary, and job experience sections to tell people exactly what you do–and use your most important keywords. Too many people simply list their company name and miss out on this tremendous marketing opportunity.
Here’s a portion of one of my job experiences in which I use lots of keywords and clearly describe what the company does.
At M&M Office Interiors we give you “The Space You Want and The Experience You Deserve.” This means that when you embark on the journey of changing, remodeling, moving or downsizing your interiors, including your furniture, we will provide the solutions (office furniture, moveable walls, raised floors and related products), but in addition we will consult with you so that your space not only provides for your present and future needs but positively represents your brand and image as well.
Also, make sure your company logo is showing up on your profile as part of your current job experience entry. If it doesn’t show up, it could be because your company doesn’t have a LinkedIn company page or doesn’t have a logo attached to their company page. Perhaps you are attached to the wrong company page or you added this job entry before your company had a logo on their company page.
To fix the latter two problems, go into your profile and re-enter your current company name. When LinkedIn prompts you with a list of company names, be sure you click the correct company.
Another great way to promote your company is to display their wares on your profile banner. In paragraph 5 below, you’ll see a good example of this.
2. Add media to your current job experience entry. It is very simple to add Word, Excel, PowerPoint, and pdf files as well as videos to highlight company accomplishments, projects, customer testimonials, awards, history, and products. I suggest you decide as an organization or sales team which of these documents/files will make the most impact, and then have all team members share those documents on their personal profiles. You can also reference these documents in the Summary section with something like “See the media link below to view our full line of products and specialties.”
To learn more about adding media to your profile, read “Does Your Profile Need a Boost? Add Media!”
3. Take advantage of the Contact Info section of your profile. You can put three hyperlinks in this section. In addition to your company website, you could include product videos, email sign-up sites, surveys, etc. To encourage people to click the links, write an enticing description of each one (30 characters per link).
4. Share Status Updates. LinkedIn power users consistently share company happenings, articles, white papers and expertise, and they also ask their network about potential new products and services.
LinkedIn has shared its research of what company page followers want to hear about, and here are the results:
- 60% of members are interested in industry insights
- 53% are interested in company news
- 43% are interested in new products and services
Even though this research related to company page status updates rather than personal status updates, I think you can make the leap that similar information is important to your network, especially people who connected with you because of your business relationship with them.
For more information on personal status updates, check out “LinkedIn Status Updates: The Rule Everyone Should Follow.”
5. Capitalize on the Published Posts feature. You can now share full-length articles. If you write articles that show your audience how your products and services address their needs, you will be positioning yourself and your company as thought leaders in your industry. When you hit the Publish button, your article will be automatically shared with your connections, and it will be permanently displayed on your profile.
Check out my friend Mike Ausloos. He specializes in concrete–yes, concrete–and he’s using Published Posts to make it very clear that he and the company he represents, Northern Concrete, are thought leaders in their industry. He’s also making great use of his LinkedIn banner.
Let me remind you that LinkedIn is mainly a personal branding and networking tool, but, when used strategically, you can obtain substantial results for your company as well.