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B2B branding on LinkedIn
TopLineFounder | April 14, 2012
by Phil Hudson, Marketing, Silverdoor
Why use LinkedIn?
Often deemed ‘the Facebook for business people’, LinkedIn is the place to build, engage with and manage your professional network. Many businesses place a strong emphasis on Facebook marketing, focusing on attracting new fans to their page. But because LinkedIn is a professional networking site, the demographic is more favourable to B2B marketing. Everyone is there for the same reason: networking.
The growth in online networking has created a powerful branding opportunity. Company profiles on LinkedIn communicate the organisation’s values, selling points, general information and news updates. Followers can engage with the company by clicking on information updates or finding a new contact with whom to do business. Having complete, professional-looking profiles allows clients and suppliers to put a face to the person they are dealing with.
LinkedIn is also a valuable recruitment tool. Many jobseekers now use the site as an online CV, to search for opportunities and to research an organisation prior to their interview. Their findings will influence their decision, so it is worth tailoring your marketing to maximise the opportunities available.
The site’s benefits can be reaped by organisations which regularly update their page, ensure as many members of staff are signed up as possible, monitor consistency across staff profiles and encourage interaction.
How to make the most of it
At SilverDoor a dedicated member of staff monitors LinkedIn accounts.
They ensure that all members of staff:
· Set up an account upon joining the company, if they don’t already have one
· Have their professionally taken photo on their profile
· Are connected to all other members of staff
· Have a 100% complete profile as soon as possible
· Interact with other users as much as possible.
LinkedIn profile photos should be adapted to the people you wish to connect with. At SilverDoor, all new members of staff have a professional photo taken upon joining the company, which is used on our website and all LinkedIn profiles. Our members of staff are photographed in professional attire against a white background.
By ensuring that all staff members have an account and are connected to each other, we enable easy browsing of all SilverDoor’s staff profiles and demonstrate that we have a close-knit team.
At SilverDoor we ensure that our company profile is as valuable as possible to visitors and followers.
We publish regular news updates on our company profile page on topics which are likely to be of interest to our followers (e.g. business travel news).
We also encourage staff to get involved in discussion groups as much as possible. This is a great way to learn about industry news and the hot topics among business travellers, as well as allowing us to network with clients and property partners.
If you have the time to maintain it, setting up a discussion group provides a great platform for businesses, which can present themselves as an authority in their industry, host networkers and encourage discussion.
Most companies use LinkedIn, but many don’t make the most of it. Attention to detail and a company-wide LinkedIn strategy will help you stand out from the crowd.
Phil Hudson, Marketing, SilverDoor
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