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Posted on 08.06.2015

LinkedIn Marketing: Back to Basics

With more than 347 million users, LinkedIn is the most popular social network for professionals, as well as one of the top social networks overall. Because of its professional nature, LinkedIn has also become an ideal environment for companies to share thought leadership content and generate leads

LinkedIn marketing has proven to be a very effective sales tool for many organizations. We’ve seen companies successfully use the platform to reach consumers, potential employees and prospects. The site is truly a blank canvas for marketing creativity, and it’s no wonder why more and more B2B leaders are looking to LinkedIn to maximize their efforts.

With all of the excitement, however, it can be easy to put the cart before the horse and forget some LinkedIn basics. It can be difficult for a campaign to gain traction if your company page or your employee’s pages aren’t up to date or optimized for viewing.

Your executives are the face of your organization, and LinkedIn is likely the first place a prospect will look to learn more about them – and your business. With an optimized profile, your executives will not only appear polished and credentialed to prospects, but their profiles will be easier for others to search. The same idea goes for your company page.

With this in mind, here are a few quick tips for improving your LinkedIn profile and company page: 

1. Optimize use of images.

Personal Profile: Including a photograph with your profile is said to elicit a greater InMail response rate (to requests for connection, endorsement, etc.), and increases profile views. Choose a current, hi-res picture that makes your target customer feel confident trusting you with their business and is consistent with your professional imagine.

Company Profile: Keep your company page fresh with rich cover images that reflect your company’s accomplishments, events and offerings. Always include an image or some type of rich media with company updates.

2. Optimize use of keywords.

Personal Profile: The headline is the first thing people see when they go to your LinkedIn profile.  Since this headline will appear in various places on LinkedIn, you want it to be descriptive. Craft your headline to be a mini value proposition packed with verbs and other active language reflective of your company’s current language and positioning.

Company Profile: Make it easy for the right people to find your company page by adding SEO terms in strategic places, including the company’s custom URL, the headline, company name, company description and “Specialties” sections.

3. Join (and participate in) LinkedIn groups.

LinkedIn groups can be a powerful way to quickly grow your connections. Find groups related to your industry or niche to join and, if at all possible, be an active participant in at least two or three of them. This will get your profile noticed by other industry contacts. According to LinkedIn, your profile is five times more likely to be viewed if you join and are active in groups. Groups are also a great way to demonstrate expertise and build your professional network. 


Carolyn Edwards is a Senior Account Executive at Lovell Communications. Connect with Carolyn at Carolyn@lovell.com

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