How a company profile page on LinkedIn can improve visibility
Social Media Marketing is perhaps a service that is now more sought after than ever. The influence of social media share data on the SERPs, the opportunity for reputation management and the ability to develop an organic link profile makes the service highly tempting for businesses looking to grow through internet marketing. As has previously been discussed on our SEO Consult blog, each of the three most well-known social networks has its pro's and con's; in the blog I'd like to focus on LinkedIn and how as a business social network, it has the ability to help B2B companies improve their organic visibility on the web. The first thing to do is:
Start a business profile page
This is obviously the most logical first step. Provide your business with a hub on LinkedIn, and then you can begin to expand by associating with employees, linking with business partners and displaying your industry expertise to exercise reputation management and brand growth.
Associate Employees with the company page
You can begin having employees associate with the company's LinkedIn profile. This will help display to the public the kind of talent that is working for you and if your employee's profiles are themselves optimised for LinkedIn, then there is a great opportunity to reveal your businesses expertise. Employees can also post important updates or announcements on their individual profiles to ensure that business updates get the maximum exposure.
The business information shared by the employee can reach potentially thousands of people depending on the scale of their outreach. Because of the way LinkedIn is structured (utilising business experience to develop new connections), it is likely that many of those who see the information in their live streams will have an active interest in it. The viral spreading of content provides a great chance for companies to win new links and build brand awareness.
If employees are encourages to use the LinkedIn groups, they can monitor in discussions and debates relating to the services that the company offers. This is another great way to display expertise to the relevant community and to potentially win new business partners.
Avoid Constant Auto-Updates
Auto-updates are an efficient way of updating a company's RSS on LinkedIn and the other social networks. However, there is an inherent danger in 'auto-updates' that the RSS will become over saturated and the content you do post will lose its value. The content that is shared on LinkedIn should be valuable, industry relevant material that will boost your businesses reputation. Too many updates will cause the people who might view them to lose interest, so any valuable content that is produced will be undermined and might also possibly damage brand reputation.
What a company profile page can achieve
The end goal of the company profile page is to increase visibility both to other businesses and to people who might be interested in investing in your services. The potential to build this links this way can in turn generate higher rankings within the search engine results pages and increase the general online visibility as a company. Sharing content through a LinkedIn profile can help build brand awareness by displaying the expertise of the company to the relevant online community. In essence, an active business profile page on LinkedIn can really improve an important part in a search marketing campaign.
