Surely every tech company has heard the news that Microsoft has purchased LinkedIn. That shows LinkedIn’s importance as a tool for branding and sales. Even though most tech companies have a LinkedIn presence, few are maximizing it in ways that fortifies their brand and helps feed the sales funnel. Here are just five LinkedIn tips for tech companies that can help to accomplish these goals:
Keep Your Company Page Updated and Relevant.
Your LinkedIn page needs to be more than just a static billboard, so keeping it updated and relevant is the biggest tip. Think carefully about what you’d like your customers to see and what sort of image you want to put forward. Sharing news and targeted content such as white papers, webinars and other valuable content as status updates helps to engage your network. It’s also important to customize content and target it to different visitors with keyword optimization and status updates. Use the metrics that LinkedIn provides to maximize the effectiveness of your page.
Educate and Build Thought Leadership Through Content.
For B2B tech companies, your potential clients need to know that you understand their business and their sector. You can use links to company-generated educational content such as blog posts and articles to start personalized, relevant, actionable conversations with customers. That starts with dynamic content that equips them with the knowledge and tools they’ll need while narrowing their vendor short list. Don’t forget to include calls to action to support lead generation with download links to more targeted content that is gated behind a form.
Create a Content Strategy.
Since you’ll be creating content for other channels as well as for LinkedIn, you need to have a content strategy that plots a course in terms of goals and targeted readers. While your LinkedIn content plan may include articles, blog posts and video clips featuring your company or highlighting industry news, you need to decide on the intended purpose. For instance, some would be for general brand building while others would be for potential recruitment, with other content serving as an introduction to the sales funnel.
It’s important that all the content take a thought leadership approach that brings value to the intended audience. You can share posts on your other social sites that draw people to your LinkedIn page and call for more followers as well as in other branding and communications outreach channels.
Encourage and Cultivate Staff Involvement.
Your employees and their specific skills are an important part of expanding your LinkedIn reach, so adding the company to their personal profiles is the first step. They can also become content contributors via specific LinkedIn groups that can help to reach specific audiences and reinforces the company’s thought leadership. Keep in mind that this needs to be part of the strategy with employee training ad protocols for posting. It’s all about creating and posting relevant and helpful content, so make sure the staff you are encouraging are social media savvy and excited about the opportunity.
Invest in LinkedIn Groups.
Fully engaging in LinkedIn groups is a great way to make strong connections that build the brand and help to feed the sales funnel. Tech companies should not only be contributing to LinkedIn groups via their employees, but also consider hosting a LinkedIn group if the brand is strong enough. This can help to facilitate customer and partner communication while also serving as a resource for prospects.
Although these five tips for tech companies may seem obvious, very few companies show the necessary dedication and ongoing follow through to make it work. Finding the best employees, building your brand and increasing prospect interest requires a dedicated and ongoing effort with LinkedIn, but the rewards can far outweigh the investment of time.
Sheila Kloefkorn is the President & CEO of KEO Marketing Inc. She was recently recognized as one of the Top 10 Business Leaders of the Year by the Phoenix Business Journal. Sheila can be reached at firstname.lastname@example.org.