12 reasons to create a company page on LinkedIn

If you’re in two minds about creating a company page on LinkedIn, check out these benefits that you can avail of by creating a company page to represent your brand on LinkedIn.

If you’re in two minds about creating a company page on LinkedIn, check out these benefits that you can take advantage of by creating a company page to represent your brand on LinkedIn. This blog post will also be very useful to understand if you’re making full use of your company page on LinkedIn.

Check out these twelve advantages that creating a company page offers.

  1. Creating a company page on LinkedIn presents you with an opportunity to create a distinct identity for your organization on LinkedIn.
  2. You get to add a smart cover image representing your logo, products, services, or any other aspect you wish to highlight. You can also add a short tagline up to 120 characters to add some punch to the pitch on your company page.
  3. You can add a short summary about your company, locations of your global offices, your company logo, website URL, featured groups, and relevant hashtags.
  4. You can post and interact with select content as an organization, your employees can tag your company page as their employer (this shows up as the employee number on your company page), you can post jobs, and showcase your products and services.
  5. Having a company page allows you to run sponsored campaigns on LinkedIn to target your audience based on various criteria. You can also run targeted paid campaigns to increase followers for you company page.
  6. Potential clients, employees, and practically any user on LinkedIn can “Follow” your company page to remain abreast of all updates being posted on the page. The more the number of followers, greater the reach and impact.
  7. Admins for the company page can view the number of impressions, clicks, and shares for each of their updates. You can add other members to become admins of your company page, but you need to be connected to them to be able to do this.
  8. You get alerts for all activity related to content on your company page. In short, you get to know who all have liked, shared, or commented on the updates posted on your company page.
  9. You get detailed analytics on your visitors, updates, and followers, including details on their geographies and job functions, apart from engagement statistics for your content for up to a year.
  10. You can also compare your follower, updates, and engagement rates with those of your competitors under the analytics section. Note that these competitors/similar companies are auto-selected by LinkedIn, and you might miss out on some obvious ones.
  11. Once you’ve added hashtags to your company page, you can click on those hashtags to interact with content posted under that hashtag as a company.
  12. Once you’ve created a company page, you can create multiple showcase pages to represent your different brands on LinkedIn.

I’ll be covering the difference between a company page, an affiliate page, and a showcase page in a separate blog post. Till then, remember that growing the number of followers on your company page, at least in the initial stages, is not an easy task. But do not lose hope. Keep posting relevant and engaging content to grow your follower count. I’ll also be covering tips for attracting relevant followers to your company page in a separate post.

Did you find this post useful? Do not forget to like, share, and comment! Feel free to post a comment if you’d like me to cover specific aspects related to LinkedIn in subsequent blog posts.

Should start-ups opt for a LinkedIn profile or a company page?

Does it make more sense to stick to a LinkedIn profile or create a company page for your start-up?

With more than 645 million members in 200+ countries and territories, LinkedIn is by far the world’s largest social media platform for professionals across the globe. So, if your organization’s goal is to reach out to high-potential employees or to showcase your brand and reach out to potential clients, LinkedIn is the place to be. Especially, if you’re looking for B2B opportunities, LinkedIn is probably the best bet around.

The type of engagement and results you can get through connecting and engaging with other like-minded professionals through your personal LinkedIn profile will be quite different from the engagement you can get through a company page. I’ve covered the various advantages of creating a company page in a separate blog post. Do check it out. But first, let’s get done with whether it makes more sense to make do with a LinkedIn profile or to create a company page, especially for start-ups.

A lot of start-ups/small-sized organizations create a LinkedIn profile instead of a company page to represent their brand on LinkedIn. It must be remembered that LinkedIn profiles are for individual members, and company pages are for organizations, institutions, or brands. In fact, it is against LinkedIn’s terms and conditions to create a LinkedIn profile to represent a company or an institution. In other words, a LinkedIn profile should always represent a person and NOT a company or institution. But do also note that you can create a company page only if you have a personal LinkedIn profile.

Start off with networking using a personal profile

If you’re just starting off on LinkedIn, it is always advisable to create a personal profile and begin networking with like-minded professionals or your target audience. An easy way to begin is to connect with your family, friends, colleagues, and classmates. Always remember to include an introductory note if you’re sending a connection request to someone who might not know you. That said, building your network of connections on LinkedIn is much easier than creating a base of followers for your company page on LinkedIn.

Once you have a good number of connections and understand LinkedIn well, you can explore creating a company page, especially if you’re looking to do paid promotions to enhance the reach of your brand on LinkedIn.

Creating a company page on LinkedIn

So, how do you create a company page on LinkedIn? It’s simple! Click on the “Work” icon on the top right corner of your LinkedIn homepage and then click on “Create a company page” to create your company page. More guidelines on creating a company page on LinkedIn can be found here on LinkedIn’s Help Center.

Do read this blog post to understand the benefits of creating a company page on LinkedIn that cannot be availed using a personal profile.

How to improve your Social Selling Index on LinkedIn – Part 3

In the third part of this series, we will be focusing on how to engage with insights to improve your social selling index (SSI) score on LinkedIn. The earlier two parts of this series can be accessed here and here.

The third parameter mentioned by LinkedIn for improving your SSI score is based on your ability to discover and share conversation-worthy updates to create and grow relationships on LinkedIn. Did you know that around 64% of B2B buyers report that they appreciate hearing from a sales person who provides knowledge or insight about their business? Which is why knowing how to engage with insights holds a lot of importance.

Linkedin SSI 3

The following pointers will help you ace your score on the engaging with insights parameter on LinkedIn.

  1. Share relevant resources to strengthen personal connections: Make it a point to post content that is relevant to your prospects. This can be in the form of industry news, trends, or updates from your own organization. Sharing and liking updates posted by others is also a great means of engagement. Make it a point to be on the lookout for insightful updates and sharing them. Show that you care about the successes of your prospects and tag them whenever you share an update relevant to them.
  2. Stay in the know with timely content: Remember to leverage industry data and news on LinkedIn to stay up to date. LinkedIn Pulse was earlier a separate platform, but it was merged into the main LinkedIn platform a few years ago. So, now any long form article published on LinkedIn actually goes on to Pulse. When searching for anything on LinkedIn, searching for “content” allows you to search for relevant content on LinkedIn that you can then share.
  3. Engage in discussion where your connections are: LinkedIn advises you to leave thoughtful, constructive comments on content posted by your prospects and to join LinkedIn groups. LinkedIn groups are a great way to find people with similar interests. Search for groups, especially large groups with a significant number of members, to join and engage with prospects and like-minded people.

    Power tip: When you’re sharing an update, always remember to add your own bit. For example, you can add your thoughts on the update or explain why someone should read that update or article. It’s always preferable to add a comment as compared to simply liking an update. But there will be situations when you’d like to just bookmark an update or show some immediate engagement.

  4. Use relevant information when reaching out: Nothing can match an informed and personalized message. When reaching out to anyone, always customize messages using relevant information you have learned about the person on LinkedIn. A simple example is to always remember to add a personalized message when sending anyone a connection request – explain why you’d like to connect with that person. To be able to do this, it’s best to visit a profile and then click on “connect” to add a personalized message. This will significantly increase the chances of the prospect accepting your connection request.

Engaging with insights is a great way to ensure that you win over the attention of your prospects. The key point is to never use a mechanical approach when trying to engage with prospects. Always try to personalize any message you send out to your prospects. That little bit of extra effort will go a long way in multiplying your engagement.

How to improve your Social Selling Index on LinkedIn – Part 2

This is the second part in the series of posts on improving your SSI score on LinkedIn. The first post on “What can you do to establish your professional brand on LinkedIn” can be read here.

The second parameter mentioned by LinkedIn for improving your SSI score is based on your ability to find the right people. Hence, in this post, we will be elaborating on how you can improve your score on this parameter.

SSI 2

So, how can you go about finding the right people on LinkedIn? We’ve listed a few pointers below.

  • Use LinkedIn’s powerful search tool to zero in on the right decision makers: Now, LinkedIn earlier used to provide free unlimited profile searches to all users. But with time, they realized that certain recruiters and sales guys were finding loopholes in their system to search and download profiles. And all of this wasn’t paying off for LinkedIn. So, they have now limited search functionality for users unless you purchase a premium account. The search prowess of your account increases with each higher level of premium. You get more filters and greater reach with each higher level. Hence, if you’re really looking to leverage the power of LinkedIn and need to regularly search for various profiles, purchasing a premium account is indispensable. LinkedIn also recommends using Boolean search terms such as AND, OR, and NOT for your LinkedIn search.

Power tip: Remember, the key is to ensure that you keep oiling LinkedIn’s search engine on a regular basis. So, keep searching for relevant profiles in your industry and try to connect with them. That apart, one important aspect most people don’t realize is that even if you purchase a premium account, your search capability on LinkedIn is still limited to your third-degree network. The larger your third-degree network base, the broader your search will be. Hence, it is really important to connect with LinkedIn power users with large networks. Further details on this are available in a separate post on How to increase your LinkedIn network exponentially. Note that this limitation of search capabilities does not apply to recruiters who purchase a national/global recruiter license (which is very expensive by the way!). 

  • Leverage warm introductions to expand your network: You might be wanting to reach out to someone who is in your second-degree network but you’re not sure if you can reach out directly without making it sound really intrusive and salesy. LinkedIn makes it easy through their introductions feature. Check out how you’re connected to that person. Then, reach out to the common connection between both of you and request the person to introduce you to the prospect. This will help you transform the cold outreach into a warm introduction through a common acquaintance/colleague. Reminder: you might not be very excited about using this feature like several others, but if you do, LinkedIn views this as a sincere move to expand your network.
  • Research potential prospects: LinkedIn advises you to look for commonalities to establish a relationship. When checking a prospect’s LinkedIn profile, check out the LinkedIn groups they’re a part of. This information is available right at the bottom of the profile. Request to join any of these groups. Once you are a part of the group, that can serve as a common point of engagement to reach out to the prospect. Furthermore, the advantage that Sales Navigator provides you is that you can save prospects as leads, and you keep getting regular email alerts whenever any of your leads posts anything on LinkedIn so that you can get a trigger to reach out or engage with the prospect. The bottom-line is to ensure that you too join popular groups in your industry.
  • Take advantage of who’s viewed your profile: This feature of “Who’s viewed your profile” is a great source for driving engagement on LinkedIn. Always keep checking from time to time who has viewed your profile. This will help you get a flavor of who all are really taking interest in your posts or profile on LinkedIn. You’re only able to see a few profile viewers with the free account. If you take a premium account, you can get to see profile viewers for up to 90 days ago. Treat profile viewers as inbound leads and always make it a point to engage with them.

So, there you go! These four pointers are the primary aspects that determine the score for your ability to find the right people on LinkedIn. Keep watching this space for more information on how you can improve your sales profile and ultimately your SSI score on LinkedIn.

Do share your thoughts using the comments section below.

Do you know your Social Selling Index on LinkedIn?

Do you know how well you’re placed to drive social selling via LinkedIn? Are you in a sales/marketing role with a need to extensively network on LinkedIn and are looking for some metric to measure your success? Or in other words, would you like to know how effective you’re on LinkedIn? There’s a simple answer. LinkedIn has devised what they call the Social Selling Index (SSI).

Essentially, as per LinkedIn, your Social Selling Index (SSI) measures how effective you are at establishing your professional brand, finding the right people, engaging with insights, and building relationships. These four parameters are monitored and your SSI is updated on a daily basis. You can check your SSI score simply by clicking on this link (you’ll need to log in to LinkedIn to know your score).

 

Minhaj SSI Score

Although some experts are sceptical and feel that the SSI has been devised by LinkedIn simply to promote their Sales Navigator offering. More so because LinkedIn claims that Sales Navigator helps users in improving their SSI score by up to 20%. Which is why you’ll find some views asking users not to bother too much about it.

That said, the four parameters that lead up to the final SSI score for an individual are actually quite indicative and necessary to determine your social selling skills. This article on how important is the LinkedIn SSI score weighs the different aspects quite well.

The SSI score feature was launched sometime in 2014 and must have definitely seen several refinements already. But it’s quite intriguing that despite being around for some time, SSI hasn’t been so popular with LinkedIn users. In fact, a huge number of frequent LinkedIn users are completely unaware that something like SSI exists! I’m certain that with continual feedback, LinkedIn will continue refining the algorithm that determines the final SSI score.

So, what can you do to improve your SSI score? LinkedIn has clearly outlined details for each of the four abovementioned parameters. We will be covering this in detail in a separate blog post soon. Keep watching this space for more.

PS: My SSI score is 75. What is yours? Do you feel that the SSI score is truly reflective of networking capability for social selling? Share your feedback through the comments section below.

How to expand your LinkedIn Network exponentially

If you’re looking to expand your professional network, LinkedIn is the place to be. LinkedIn has around 562+ Million members from across 200 countries and territories the world. What’s more? It is by far the most successful platform for generating B2B leads.

How big is your network?

Click this LinkedIn Search Link to get the size of your current 2nd degree network (works only on your desktop/laptop). Multiply the result by 100, to get a very rough estimate of your 3rd degree network size.

Why is it important to expand your network on LinkedIn?

Even though LinkedIn has 562M+ members, your search results are limited to only your network. What this means is that unless you search for a specific person by their name, your search results would only throw up people who are connected to you by at least 3rd degree on LinkedIn. Read this article to understand how LinkedIn defines various degrees of connections. So, your search results are quite limited unless your really expand your LinkedIn network.

Connect with LIONs

One of the best ways to get around this limitation and to expand your search is to connect with LIONs (LinkedIn Open Networkers) in your target geography. LIONs are people with a huge number of connections and who never refuse a connection request. For example, if you’re searching for leads/potential recruits in a certain country/region, the best bet is to first start off with searching for and connecting to LIONs in that region. What this does is that for every person you connect with, your network can grow by 1K to 100K people depending on how connected that person is. Hence, it is important to develop a strategy to ensure that your target audience/prospects are somehow connected to you at least by 3rd degree – else, they won’t be visible to you.

Join large industry groups

Another useful and quick fix to expand your network is to join large LinkedIn groups. The advantage with doing this is that all members of a group you join are considered part of your network because you’re both members of the same group.

Make the most of your Premium or Sales Navigator Account

In fact, even if you have a Premium or Sales Navigator account, you won’t see more names than those in your 3rd degree & Groups. The advantage of these paid accounts is that you get to shortlist the results with more filters. So, even with these paid accounts, to see more people, you must increase the size of your 3rd degree network!

Click this LinkedIn search link to find LIONS with large networks – each connection will get you roughly around 1M+ 3rd degree connections. Change “United States” in the filter on top to your target country if required.

That’s all for now! Keep watching this space for more useful tips to network on LinkedIn.

Finally, remember to share your feedback through the comments section below.