I was recently viewing profiles on LinkedIn and realized that many companies are still not optimizing their profile and making the most of their new pages. They set up a LinkedIn profile but never really put in the same scrutiny as they would for other marketing pieces. Yet, LinkedIn (like many social media platforms) continues to carry more and more power of influence and often is the first impression viewers have of a company. There are some quick and easy rules that every company should follow to make sure that their page dominates the market place.
1. Complete your Bio
Many times, the bios listed on a page will simply give a title. Titles can be ambiguous and can often lead to questions of what exactly you really do. With a quick sentence or two you can show how your company and clients benefit from what you do. For example, I would say that I am the “Founder and CEO at Surefire Local“. I would then add “Bridging innovative technology with marketing solutions for Small Marketing Businesses.” This second sentence informs your audience exactly what YOU can do for them.
2. Use 3rd Person
You need to explain what you do, but you do not want it to be in 1st person. 1st person can be seen as unprofessional and should be left for other social media venues (i.e. Facebook, company blogs). Summarize in a quick sentence what you do, what your company mission and vision is, and then follow with specifics.
3. Re-publish your Publications
Been published? Make sure not to forget to post these pieces. It demonstrates your authority in your respective field and allows potential customers to get a better feel for your personality.
4. Use Custom URLs
It’s important that you use custom URLs because it makes each page easier to remember and ups the chances significantly of the client coming back. This is easier than it sounds. There are apps that can help you if you don’t have a tech person readily available to show you how.
You probably saw this one coming if you read our blog regularly. Keywords are important everywhere, including LinkedIn. You will want to make sure that you use your keywords throughout your profile, but really load them up in your “interests” section. For Surefire we would include: website development, SEO services, ect By using keywords you are once again helping your chances of appearing on the first page of search results.
Once you have fully optimized your LinkedIn profile you will be ready to dominate the groups category. Groups on LinkedIn have a lot more power than people give them credit for. Check back soon for our next blog entry: Secrets to Dominating Your Market on LinkedIn (Part 2: Optimizing Groups)