How to optimize your company on LinkedIn
 

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This is a really useful tool for optimizing your company profile on LinkedIn and making the most of the powerful new features of LinkedIn Companies.

This is a really useful tool for optimizing your company profile on LinkedIn and making the most of the powerful new features of LinkedIn Companies.

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How to optimize your company on LinkedIn Presentation Transcript

  • 1. A LinkedIn Companies Strategic Toolkit 1415-962-5800 www.tractionco.com
  • 2. Companies Strategic ToolkitAbout this document.The new capabilities of LinkedIn Companies makes it a potentially powerful tool in your digital marketing arsenal. Tractionhas created the LinkedIn Companies Strategic Toolkit as a tool to help our clients be strategic and enable them to harnessthe power of that tool.The following pages contain a series of templates and worksheets organized in a step-by-step process that you can use toplan an effective presence for your brand in LinkedIn that makes the most of its enhanced new features. This document wasinitially introduced in conjunction with an article on Mashable.com called How To Optimize Your Company’s LinkedInProfile (http://mashable.com/2011/01/28/optimize-linkedin-company-profile/).We are happy to share it with you and hope you find it valuable. 2 Traction :: www.tractionco.com :: info@tractionco.com :: twitter.com/traction :: 415-962-5800
  • 3. Step 1. Why are you doing this?Before you create your enhanced LinkedIn Companies page, we suggest that you define your objectives. Why are youdoing this? Write the answer in the space below. As you make decisions about the content of your page, make sure theymap back to the goals you define. 3 Traction :: www.tractionco.com :: info@tractionco.com :: twitter.com/traction :: 415-962-5800
  • 4. Step 2. Create an OverviewThe top-level page of your LinkedIn Companies is the Overview. Gather the following information about your company.You will also want to collect a 50x50 pixel logo for your page.Manage Admins. Who in your company will have administrative access to manage your page?Company Description. Write a paragraph describing your company.Company Specialties. List the things your company does best here.Website URL. Do you want LinkedIn to display stories about your company when it is featured in the news?Twitter Handle.RSS Feed. Yes. No. 4 Traction :: www.tractionco.com :: info@tractionco.com :: twitter.com/traction :: 415-962-5800
  • 5. Step 2. Create an Overview (continued)Company Type. Choose One. Company Locations. Up to five. Public Company Nonprofit Educational Self Owned Self Employed Privately Held Government Agency PartnershipCompany Size.Main Company Industry.Operating Status.Year Founded. 5 Traction :: www.tractionco.com :: info@tractionco.com :: twitter.com/traction :: 415-962-5800
  • 6. Step 3. Who are your customers?Once you’ve created a “default” LinkedIn Companies page, you can create up to 15 alternate versions of your Products &Services based on data in their profiles. We believe you should do this exercise first, so you can be thoughtful about howyou’ll define your products and services later. Create titles for each of the target audiences you would like to build a uniqueversion for.1.2.3.4.5.6.7.8.9.10.11.12.13.14.15. 6 Traction :: www.tractionco.com :: info@tractionco.com :: twitter.com/traction :: 415-962-5800
  • 7. Step 3. Who are your customers? (Continued)Make copies of this page and gather the following information for each audience title you created on the previous page.Audience Title.Note. LinkedIn Companies allows you to get very granular when targeting by Industry or Geography. If it makes sense(for example if you are a local small business), you should take advantage of this. 7 Traction :: www.tractionco.com :: info@tractionco.com :: twitter.com/traction :: 415-962-5800
  • 8. Step 4. Define your Products & ServicesNow that you know your audiences, be mindful of them as you define your Products & Services on the following pages.You’ll first create a “default” version of this section and then make adaptations for each of your audiences, adding, deletingand editing services as appropriate. Make copies of the appropriate pages for each Audience Title you defined earlier.Audience Title.Overview of your Products & Services. Write a headline and then a paragraph describing your products and services.Marketing Carousel. You have the opportunity to present three 640x220 pixel banners on your overview page.List the image file names (ex. “myImage.jpg) and the URLs they will link users to on your site.Image Name: URL:Image Name: URL:Image Name: URL:YouTube Video. You can also embed a video. Create a title for yours and include the YouTube URL below.Image Name: URL:Disclaimer. LinkedIn also has space for a disclaimer on this page. If you have one, include it here. 8 Traction :: www.tractionco.com :: info@tractionco.com :: twitter.com/traction :: 415-962-5800
  • 9. Step 4. Define your Products & ServicesNow that you know your audiences, be mindful of them as you define your Products & Services on the following pages.You’ll first create a “default” version of this section and then make adaptations for each of your audiences, adding, deletingand editing services as appropriate. Make copies of the appropriate pages for each Audience Title you defined earlier.Audience Title.Overview of your Products & Services. Write a headline and then a paragraph describing your products and services.Marketing Carousel. You have the opportunity to present three 640x220 pixel banners on your overview page.List the image file names (ex. “myImage.jpg) and the URLs they will link users to on your site.Image Name: URL:Image Name: URL:Image Name: URL:YouTube Video. You can also embed a video. Create a title for yours and include the YouTube URL below.Image Name: URL:Disclaimer. LinkedIn also has space for a disclaimer on this page. If you have one, include it here. 9 Traction :: www.tractionco.com :: info@tractionco.com :: twitter.com/traction :: 415-962-5800
  • 10. Step 4. Define your Products & Services (Continued)List the Products & Services you want to create for your company. If you want to present a particular product or servicedifferently to one of the Audience Titles you’ve defined, this would be a good time to write that down. You are going to besoliciting recommendations for each item you list, so volume is not necessarily a benefit here. Remember your objectives!1.2.3.4.5.6.7.8.9.10.11.12.13.14.15. 10 Traction :: www.tractionco.com :: info@tractionco.com :: twitter.com/traction :: 415-962-5800
  • 11. Step 4. Define your Products & Services (Continued)Make copies of this page and define the following for each of the individual items you listed on the previous page.You will also want to collect a 100x80 pixel image to represent each product or service.Product or Service Name.Product or Service Description. Write a paragraph describing it.List Key Features. Identify key benefits or use cases.URL for this Product or Service.List Contacts. Who in your company are the appropriate contacts for this product or service?Promotion. You can create a special offer from this page that links back to your website.Promo Name: URL:Description:YouTube Video. You can also embed another video here. Create a title for yours and include the YouTube URL below.Image Name: URL: 11 Traction :: www.tractionco.com :: info@tractionco.com :: twitter.com/traction :: 415-962-5800
  • 12. Step 5. Ask for recommendations.The reason LinkedIn Companies will become such a critical component of your digital presence is the ability to haverecommendations for each of your products and services. Make a copy of this page for each product or service you’velisted and identify the customers you plan to request a recommendation from. You’ll want to edit LinkedIn’s defaultrecommendation request message, so add some notes on how you’ll personalize your request.Product or Service Name.Customer Name.Notes.Customer Name.Notes.Customer Name.Notes. 12 Traction :: www.tractionco.com :: info@tractionco.com :: twitter.com/traction :: 415-962-5800
  • 13. Step 6. Upload your contentNow that you’ve thought through and gathered all your content, you’ll want to create your LinkedIn Companies page.This has been the hard part. The admin tool LinkedIn has provided is very intuitive, so we won’t cover that here. You’llwant to create a default page and then adapt it for each of your Audiences. Once you’ve done that, you can use theAnalytics to measure the performance of your page and how it compares to similar companies to your own. 13 Traction :: www.tractionco.com :: info@tractionco.com :: twitter.com/traction :: 415-962-5800
  • 14. About Traction.Traction is an interactive agency and innovation consultancy in San Francisco. We were recognized as one of the top twointeractive agencies in the U.S. by BtoB Magazine in 2009 and 2010. We’ve been named one of “five agency blogs youshould be reading” by iMedia Connection. We create ideas that work.We hope this document was one of them. If you found it useful, we’d love to hear from you.tractionco.cominfo@tractionco.comtwitter.com/tractionfacebook.com/tractioncoslideshare.net/trendsWithTractionand of course... linkedin.com/company/traction 2009 AND 2010 TOP INTERACTIVE AGENCY 14 Traction :: www.tractionco.com :: info@tractionco.com :: twitter.com/traction :: 415-962-5800
  • 15. Thank you.Contact:Isabel Jagoe1349 Larkin StreetSan Francisco, CA 94109415.962.5810isabel@tractionco.com { © 2010 Traction }