Your B2B Guide to A Successful LinkedIn Profile

If you haven’t done so already, simply go to LinkedIn to create a company page. This page houses all the details about your business, such as the name, type of business, location, etc. It will also serve as a hub for potential connections to interact with your profile and future content that you produce.

Utilize the drop-down features in your profile set-up page to select your company size, location, year founded, etc. to keep your profile clean and optimized.

You’ll need to upload a high-resolution version of your logo and a professional cover photo that best represents your business. Make sure your photos are clear, crisp, and intriguing to the eye.

Next, you’ll want to fill out the company description section. This section has a limit of 2,000 characters. Clearly state your purpose, goals, and any other information that sells your products and/or services. It’s also helpful to add company keywords that will further differentiate your business.

Below your company description, you can include additional keywords (specialties) that help others find your business. This is an important step, so take the time to choose your keywords carefully.

Once you have your LinkedIn profile set up, invite your employees to join in on the fun. After all, they are your biggest advocates! Connecting with coworkers will allow your company to tap into its vast network for more potential leads/connections.

Setting goals and defining a target audience for your LinkedIn profile will keep you focused as you continue to manage it for years to come. Also, define your intent for the platform. Are you looking to use LinkedIn as a tool to recruit skilled professionals? How about using it to connect with other businesses and groups for potential leads? Goals will help you measure your success as you fine-tune your efforts.

One of the best ways to grow followers on a new page is to consistently serve up interesting content to your audience. Try to think about content that addresses a specific pain point or solves a critical problem.

Sharing your own content is a great way to gain credibility, but consider other articles relevant to your industry that might be interesting to your audience. If you see a lot of clicks, comments, and shares, that’s a good sign that your content is performing well.

If you’re getting ready to share a blog post that you think a certain connection would like, feel free to tag them. The art of tagging can be a two-way street. It can be helpful and informative, or it can be annoying if done too frequently. Use your best discretion when deciding who and how often to tag in posts. When done correctly, it can boost engagement.

LinkedIn Groups can be used to gather information about your ideal target audience and/or they can also be a good way to connect with customers directly. If engaging directly with a customer group, be careful not to be too salesy. Instead, share content that will encourage higher engagement and quality interactions.

Keep a close eye on your content by continuously monitoring your data. You can do this through your LinkedIn profile. Simply click on your Company Page, then click on the Analytics tab. You’ll see the following: Visitors, Updates, and Followers. You will see your visitor data such as demographics, job function, location, industry, and seniority. You’ll also be able to keep an eye on your updates which include post impressions, clicks, reactions, comments, and shares.