Building Business Leads with LinkedIn

Picture of Aliza ShermanAliza Sherman is a web pioneer, author, and international speaker. Sherman is the author of 8 books about the Internet including The Everything Blogging Book, Streetwise Ecommerce, The Complete Idiot's Guide to Crowdsourcing and Social Media Engagement for Dummies.

Building Business Leads with LinkedIn

Social networks are constantly changing to attract and retain users as well as to keep up with the competition. While LinkedIn’s basic functionality has remained consistent over the years – profile, connections, recommendations, jobs and groups – the network does get periodic face lifts such as header images, multimedia file uploads, and blog publishing.

LinkedIn Pages have gone from plain company listings to offer more enhanced features to mimic Facebook Pages. The veteran social network is now touting even more tools for your company – all still offered for free.

Keep in mind that your LinkedIn account and LinkedIn Page serve a different purpose than the rest of your social media accounts. Marketing on LinkedIn reaches a more professional audience – namely potential business-to-business customers, strategic partners and job prospects. People typically connect with you on LinkedIn to transact business and follow your LinkedIn Page to stay abreast of your company’s developments and news.

Here are some newer developments LinkedIn is touting for their Pages.

New Tagline

In addition to a header image and keyword description at the top of your Page, you can now add a short, descriptive tagline.

Call-to-Action Button

The new call-to-action buttons at the top of your LinkedInPage is just like the call-to-action button on your Facebook Page. Choose from several options to drive your LinkedIn Page visitors to other web pages to take specific actions: Visit website, Contact us, Learn more, Register and Sign Up.

Mobile Page Management

You can post and respond to comments on your Page, directly from the LinkedIn mobile app giving you the convenience of on-the-go social media management. The LinkedIn app is available for both iOS and Android.

File Sharing

Share PowerPoints, PDFs and Word Docs on your LinkedIn Page. Facebook only has the file sharing feature within their Groups and not their Pages. LinkedIn offers this multimedia file sharing feature on both profiles and Pages.

Enhance Posting Feature

Use Content Suggestions to engage your target audience, such as job seekers, by posting content they care about most.

Post Sharing

LinkedIn lets you re-share posts published by your employees to their LinkedIn accounts directly to your LinkedIn Page to not only enhance your company’s news feed but also strengthen ties and interactions with your team. You can also re-share other LinkedIn member posts that mention your company.

Link a Group

If your company also manages a LinkedIn Group, you can now link to it from your Facebook Page. By doing so, you can expand conversations with followers beyond simply posting company news and build relationships.

Redesigned Analytics

The more you know about your Page activity, the more you can measure the value of your LinkedIn page and social media marketing activity. Learn more about your Page followers, visitors, and applicants through your LinkedIn Page’s upgraded analytics section.

Under Visitors, you can see the dates that visitors accessed your Page and whether they did so from a mobile device or desktop. You can also find out the general job functions of your visitors such as Business Development, Marketing and Education.

Under Updates, you can gauge engagement on the content posts to your LinkedIn Page, both Organic and Sponsored, the paid boosted posts. You can also measure post impressions, clicks and click through rate, and video views.

Under Followers, you can see where they are from and when they accessed your Page.

As you can see, LinkedIn is trying to keep up with Facebook in its offerings, even down to copying some Facebook Page features. What does this mean for your company? You shouldn’t ignore LinkedIn’s tools for marketing your business, particularly if you are looking to reach other professionals for business opportunities.