LinkedIn for Marketing: Sharing Valuable Content and Showcasing Your Business


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This is part 4 of a 16 part series, “Mastering LinkedIn For Business”
LinkedIn’s company pages feature is making it easier for businesses to communicate what they have to offer, and to tailor valuable content for different industries and groups — a powerful marketing tool.

The traffic company pages generate is highly targeted: If someone visits, they want to know more about what you do and what your service or solution offers.

LinkedIn for Marketing: Sharing Valuable Content and Showcasing Your Business
Now that you’re thinking about LinkedIn from a marketing perspective, it’s time to focus on a messaging strategy and other ways to showcase your business. LinkedIn’s company pages feature is making it easier for businesses to communicate what they have to offer, and to tailor valuable content for different industries and groups.

1) Use your company page to showcase your business:
A LinkedIn company page is different from your professional profile — think of it as blending the elements of a company website with the interactive functions of a social media profile. It’s a great place to present a focused company summary and highlight products and services for a highly targeted audience.

Like a personal profile, think of company pages as strategic messaging opportunities: Tell potential clients why you’re in business, what you’re good at doing and why people come back to you. You can’t include everything your company offers, so you may want to focus on your top three to five services or products and a link to your company’s website.

You may also want to include updates on your latest projects and landing pages for current promotions. It’s also good to encourage employees to follow the page and have the company name in their profiles.

Extra tip: Haven’t set up LinkedIn company page yet? For a guide to the process, “11 Steps to Setting Up a LinkedIn Business Page” provides user-friendly instructions, from preparation to implementation to follow-through.

content_22) Participate in the news feed, providing valuable content:

By responding to content other people share and providing your own regular updates, the news feed lets your company connect with people without constantly interrupting them. The key is to focus on a professional tone — LinkedIn is not nearly as casual as Facebook, for example — and to provide value to potential clients or influencers in your industry.

As a good rule of thumb, you should plan to post your own updates twice a day. Those updates should include sharing your company’s blog posts, as long as they’re targeted to professional users, as well as other news and articles that would be interesting to professionals in your industry. You can also share brief updates about your company or your workday. For example, if you made a new sale, you could mention that (without disclosing too much detail), or you could note progress on new project, such as using a new tool for your business.

When planning your updates, think about using filters to target status updates for specific client groups. You could have one update that goes out to everyone, and then create a second addressed to others in your industry, and another to potential clients. Once you have the filters set up, it’s easy to send an update to each one of the filtered groups every day.

Extra tip: When sharing a link, either to your own blog posts or outside content, it’s always best to annotate it, providing context with your message. You might want to briefly note why you find the article relevant for a certain industry, or ask a question about a point raised in it.

Your LinkedIn marketing strategy should include sharing valuable content as a way to direct potential clients to a well-designed company page. While company pages may not get as much traffic as other parts of LinkedIn, the visits they do receive are highly targeted. If someone visits your company page, they want to know more about what you do and what your service or solution offers.

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Martin Jones

Martin Jones is a Senior Marketing Manager with the corporate Cox Communications social media team where he assists in leading strategy, campaign ideation and marketing execution for Cox Business social media & content marketing. Today, over 1 million fans engage with Cox Communications content, campaigns and Customer Care on Facebook, Twitter, You Tube. LinkedIn and Google+.