OK, quick poll here: Raise your hand if you wrapped up your 2012 marketing strategy back in October like we’re all “supposed” to.
For the 99 percent of us with unraised hands (yep, me included), allow me to suggest adding one more cog to the marketing machine that will drive your success in 2012: your LinkedIn Company Page.
In 2011, LinkedIn reached the 120 million user mark, attracting about 21.4 million monthly unique U.S. visitors per month. In October, TechCrunch reported that business’ favorite network is attracting two new users every second. And according to LinkedIn itself, those users now follow more than 1.9 million companies.
And as we discussed recently, LinkedIn has evolved way beyond the “glorified job fair” that it once appeared to be. It’s now a prime destination for scoping out vendors, business partners as well as for finding top-quality talent.
LinkedIn Company Pages are available for organizations of all sizes at no cost, and they’re quite easy to set up. So why put in the time and effort? Here are just a few of the brand-building, business-attracting perks:
1. Get Good Old-Fashioned Cred
Think of your LinkedIn Company Page as a virtual tradeshow booth, where visitors can explore your products and services, meet some of your employees, view your blog posts, and see some recommendations from clients and customers (see #2 below). Sure, it’s pretty basic info, but if you don’t have it, you risk giving the impression of being less than serious about your biz.
And what if you have a Company Page with outdated or missing info? It’s like setting up a tradeshow booth and leaving it empty.
2. Share Customer Kudos
Just like you can request recommendations from contacts for your personal profile, you can also ask clients to recommend your company’s products and services:
Even if you already have client testimonials on your website, having them on your LinkedIn Company Page places those same kudos into a standardized format that levels the playing field. Get more than your competitors and you’ll score some major points with prospects.
3. Post Company Updates
In 2011 LinkedIn launched its most significant new capability to date: the ability to post updates as your organization, just like you do on Facebook and Twitter. It’s an ideal opportunity to promote your brand by sharing content that responds to your target market’s needs, questions, and challenges.
And unlike Facebook and Twitter, LinkedIn is all business, all the time. The people who follow your company aren’t there to see videos of cats playing piano or get restaurant recommendations. They’re there to talk business—and they’re ready to listen to you.
So, how’s your Company Page doing on LinkedIn—any success stories to share? Tell us about it in the comments; we’d love to hear from you!
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