Photo Credit: Sheila Scarborough

Written By: Lauren Marinigh, Social Media & Content Creation Coordinator, Futurpreneur Canada

Building an effective and professional LinkedIn business page can be one of the most important things that you do for your business on social media. Overlooking LinkedIn as a useful tool for businesses is one of the biggest mistakes a company can make when developing their social media presence. LinkedIn is a great platform to connect with other professionals, attract future employees, and a build business’s reputation in the industry.

Here are some tips to developing your LinkedIn business page into an effective and eye-catching page that will help drive traffic, and  increase engagement with your brand.

1. Be consistent with branding

When building your LinkedIn page, make sure to carry over the consistent branding you use on all your materials both online and offline. Include your company logo as your display/profile photo and find an eye-catching, good quality photo for your page banner. Make sure that the name of your page reflects the name you use on all other platforms, and stay clear from using acronyms or short forms. This may make it harder for your fans or potential customers to find you.

2. Optimize your description and business information

Do not skip this step when developing your LinkedIn business page. Make sure that the description on your page is relevant, informative and leads your reader to where they can find more information. Keep in mind that not everyone on LinkedIn who comes across your business page is going to know who you are and what you do. Be sure to fill out all portions of your profile including your description, address, website, type of business and company size. No profile should be left incomplete!

3. Generate and share great content

Once your LinkedIn page is set up, don’t just leave it there to collect virtual dust. Update your LinkedIn page just about as regularly as you’re updating your business’s Facebook page (maximum once a day). If you have a business blog or news section on your website, re-share that information on your LinkedIn page. If you don’t have a source of your own unique content, share articles or information from other sources that you think your audience may find useful. A great place to find this content is through LinkedIn groups, the Pulse section on LinkedIn, or on other industry blogs. Also, don’t be afraid to show your company culture through a behind-the-scenes look of your company or cool things your employees or yourself may be doing.

4. Cross-promote your page

Don’t expect that when you create a LinkedIn page for your business that the fans will just come. Cross-promote your LinkedIn profile on other platforms like your Twitter, Facebook, and most importantly, include it within your website. If you have a newsletter that you send out to your customers, make sure to inform them that you have now joined LinkedIn, or send out an invitation to join your email list.

5. Get your employees on board

Whether your business has multiple employees or it’s currently only you running the show, using your personal LinkedIn profile to help promote your businesses page can be a huge asset to building your business’s LinkedIn presence. Even by just getting your employees to simply like or comment on a new post by your business, your post will automatically reach a larger audience. Encourage the use of LinkedIn with your employees, or make sure to actively use it yourself, and you’ll begin to notice your company’s LinkedIn presence grow.

Need additional help on setting up your businesses LinkedIn page? This demo video by LinkedIn can help walk you through it.  

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