Do You Have a Company LinkedIn Page? You should.

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter

LinkedIn is a business platform and although it’s set up for individuals, companies can and should have a company page. It allows your company to have a snapshot of who you are and helps you connect with your audiences.

Yes, LinkedIn has been used primarily in the past for people to network, but remember, not all folks on LinkedIn are looking for jobs.

LinkedIn Company Page

I recently read an article from on 7 Ways to Improve Your LinkedIn Page and I wanted to share some of their 7 insights.

  • Brand recognition − Use your company logo and colors that define your brand. Create a custom background image to set you apart. Incorporate your main URL and phone number too.
  • Focus message – Instead of taking the about us from your website, tailor the description that speaks directly to the people who are visiting your page.
  • Improve search  Under the specialty section, add key words/phrases. You need to make your page easy to find.
  • Stay in front of your prospects – Post relevant content on a regular basis and create custom images to set you apart. You have three options for sharing: 1  Push it to everyone that follows you, 2  Target specific groups (if you have enough in each group) and 3  Pay to sponsor the update to attract new followers.

Start promoting your page on email signatures and even send an e-blast out to your current database with a link to your page. The key is don’t miss this opportunity.

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What Are You Doing to Grow Your LinkedIn Connections?

From a B-to-B perspective, LinkedIn is one of the better networking tools. I like it because it’s strictly for business. You can also join groups that focus on various industries or topics. As you build your network, it’s important to know the do’s and don’ts.

I recently read an article by Melonie Dodaro in Social Media Examiner, 6 Ways to Grow Your LinkedIn Connections, that give you some practical tips on growing your connections. Here are some highlights:

  • Profile image – make sure you have a good, professional shot. Remember this is their first impression of you and you only get one chance.
  • Keyword optimization – keep it to 3-4 top words you want to be associated with. Don’t stuff your keywords or people will pass you by.
  • Personalize your connection request – let them know how you got their name. Whether it was from a common business associate, a group you both belong to, or maybe they do a blog that you follow.
  • Ask for endorsements – From people you know, don’t be afraid to ask. If they know, like and trust you, they would be happy to do you a favor. You should also reciprocate and endorse skills of folks you know.
  • Treat recommendations like references – you want to be sure those who are recommending you have a good reputation. Rule of thumb, never accept a recommendation from someone you don’t know.

Hopefully these tips will help you grow within LinkedIn.

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Why Manufacturers Should Use Both Email and Social Media to Reach the Professional Tradesman

Over the past several years, marketers have been focusing more of their efforts (both time and money) on social media.

Especially in the manufacturing B-to-B space, social certainly has a place to help set you up as an expert in your field of expertise, but it won’t replace more traditional ways of communicating like email. If you really want a tradesman to read something from you, which would you use, social media or email? I’d be willing to bet email.

Let’s face it, the life blood of your business (both existing and potential) lies in the quality of your database. The question is, how do you increase the size and quality of that database and what’s the best way to use it? By using traditional methods like trade shows, PR and direct mail along with social tools like YouTube, SlideShare, Facebook and Twitter, you can start identifying potential customers and start gathering email addresses for your database.

Think about this – if you go to sign up for a new social site, what’s one of the first things you have to give them? Your email! Even they know the best way to communicate is using this tool.

Consider some of these facts:

  • The fact of the matter is folks respond better to emails than they do to social channels
  • Email also lets you personalize your message
  • They are checked more often  than social sites
  • It’s easier to sell through email than social sites

I listened to a podcast recently on where they interviewed DJ Waldow the co-author of The Rebel’s Guide to Email Marketing. He shares his thoughts on how to use social to support your email activities. I’d recommend you take the time to listen.

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