As we’ve seen over the last few years, the way we consume news and interact with brands has changed, as more and more people turn to social media as their go-to source for information – whether it is to learn about a company, person or product. Within the B2B space, social media is increasingly playing a vital role in the purchasing process. According to a recent survey by IDC, “75% of B2B buyers and 84% of C-level/vice president (VP) executives use social media to make purchasing decisions.” Today, social media is no longer a nice to have, but a need to have for financial institutions. Social media provides one of the few opportunities Wall Street has to control and craft their message, while directly interacting with the consumer. As such, the way a company presents itself across its social networks matters more than ever before.
With over 161 million members, in over 200 countries across the world, LinkedIn is rightfully “the world’s largest professional network,” with 80% of its members wanting to connect with companies directly through the site. This presents tremendous opportunities for B2B companies to reach and engage with their target audiences, but to do so companies’ must first ensure they are getting the most out of the available features LinkedIn Company Page offers. While we could devote entire articles to each of these features individually, we wanted to share a few quick tips you can start doing today:
LinkedIn Company Pages serve a variety of purposes, primarily acting as a firm’s home page on LinkedIn. LinkedIn offers two areas for firms to showcase their brand visually on the Company Page: a small box for a company logo and a much larger space for a banner image. This large space should be seen as prime digital real estate – why not take advantage of the opportunity to make your company really stand out by highlighting new products, accomplishments, events and even corporate culture. As you can see in the example, TD Ameritrade makes good use of the large space LinkedIn provides to further promote its “Better Begins Here” campaign.
We can’t say it often enough: once you have established a social presence for your organization, it is crucial that how you present your organization is consistent across all social channels. If you’ve not reviewed your firm’s Company Page recently, it’s a good idea to spend 5 minutes doing so now to ensure the information is up to date and the contact information is accurate. Take a look at the example here: the image on the left shows Fidelity’s About section on LinkedIn, while the image on the right shows how this information is presented on its website. The content is nearly identical, creating seamless messaging across its digital channels.
Sharing timely and interesting content is a great way to raise your firm’s visibility on LinkedIn, drive traffic back to your website and position your organization as a thought leader. However, it’s not just about what you’re sharing but how often. Whether it’s your company’s own content (white papers, blogs, case studies, press releases, etc.) or outside industry content (interesting articles, studies, etc.), it’s important to post frequently and consistently in order to keep your Company Page followers engaged.
When posting status updates, we also recommend including images to further captivate and engage viewers. It’s also another great space for you to showcase a new product or piece of collateral. Often times LinkedIn will automatically pull an image in from whatever content you include, however the image can always be swapped out if not the most relevant to your update.
In addition, LinkedIn will also automatically pull in text for the description of your update when you include a link. While we appreciate the convenience of the feature, we recommend editing the text and customizing it for your update.
A good example of this can be found on Visa’s Company Page. The global payments technology company posts regular status updates sharing company news, thought leadership and relevant industry articles, among other things. In addition, when it links back to it’s own website, it employs a custom link-shortener – vi.sa – so that it can better track where the clicks are coming from.
Another great feature of the status update is the ability to target specific groups of followers – for free! While not as robust as targeting via LinkedIn’s advertising platform, this options allows firms to decide who within their current follower base they would like to target the update to – by company size, industry, function, seniority and/or geography. For a global asset management firm, this means you now have the ability to target a blog post on the investment landscape in Canada to your followers based in Canada.
Finally, now that you are consistently sharing great content to your network, the next step is to review the performance and how visitors are engaging with your Company Page and updates. LinkedIn Company Page Analytics provides a number of valuable insights about your Company Page Updates, including how many impressions/clicks each receives, as well as the reach and engagement over time. In addition, the Analytics tab allows you to view demographics of not only Company Page followers, but new visitors as well.