When you operate in a competitive business environment, it is important to stay sharp on every front; that includes making the most of social media to get the right message out to the right people, which can strengthen your presence in the market.
Thankfully throughout 2012 both Facebook and Twitter have gone some way to helping businesses strengthen their presence by making changes to their designs, which enable businesses to enhance their brand, which when combined with regular updates, enables professionals to stay in the mind of their target audience.
One such change made by Facebook, is the rollout of “timelines” on both personal and company pages on Facebook, which enable users to not only pin “milestones” on the site or key news and dates, which they want to keep at the forefront of their clients minds; but also enables users to add a banner image which reinforces the brand.
Months after Facebook rolled out their timelines and banner images, Twitter took notice, rolled out a few changes to their design, and allowed users to add a banner image which helps to promote and enhance YOUR brand.
Following the success of Facebook and Twitter’s redesigns, it seems that earlier this month the sleeping giant in social media circles, LinkedIn finally awoke and did so with a redesign of their company pages.
To call LinkedIn’s redesign “new” could be considered an overstatement, especially when you consider that the changes introduced look vaguely familiar to those introduced by Facebook’s timeline – yet this doesn’t detract from the importance of making sure, as a professional operating in a competitive business environment, that you implement the changes to your LinkedIn company page.
Image is Everything:
It can sometimes feel like other than the odd tweak here or there, LinkedIn’s design and image has remained the same since day one, with boxes of information neatly organised on the page.
Whilst this, in principal remains the same, LinkedIn appears to have realised that image is everything, as they have introduced the facility to include a banner image, following in the footsteps of Facebook and Twitter.
As a professional using LinkedIn a platform to boost your relationship with your clients, network with prospective business contacts and reach your target audience, taking advantage of the introduction of a banner image is a must.
Adding such an image, helps to make your company page more appealing to your audience and by using the same, or similar, banner image as to the one being used on your Facebook and Twitter company pages will enable brand consistency throughout your online marketing, which can go some way to enhancing customer engagement.
Content is King:
When it comes to improving the SEO on your website, undoubtedly you’ll have heard that “content is king” – fresh and regular content on your site helps it perform under Google’s forever changing search engine guidelines.
However, it isn’t just on a website that content is king, the same can be applied to the social media platforms you use to promote your brand / service; and once again, LinkedIn have recognised this.
Promoting your products and services via LinkedIn’s overview section on the company page isn’t a new feature; yet it is a feature which is often ignored by businesses, who believe adding a description of their company is enough.
In what can be seen as a helping hand to businesses from LinkedIn, the social media platform, as part of its streamlined design, is making the overview section more prominent – helping businesses reach out to their audience, by highlighting the key services and products they offer.
As well as making the overview section more prominent as part of their redesign, LinkedIn are making the status updates front and centre, enabling those important updates you add – whether promoting your latest blog, changes in legislation which will have an impact on your clients, or an update promoting the success of your firm – more prominent to your audience, with the intention of helping you engage with those you are trying to reach out to.
The Measure of Success:
With any marketing strategy being implemented by businesses, return on investment (ROI) plays a part. However, unless you are running an advertising campaign on one of the platforms, measuring your ROI can be difficult – and LinkedIn was once one of the most difficult to measure your ROI on.
This issue appears to have been addressed with the changes implemented at the beginning of October 2012.
In addition to showing your company page’s “connections” and the average impressions each status update has received; LinkedIn are offering more information, enabling businesses to see what is and isn’t working on their LinkedIn company pages and therefore offering the opportunity to make changes as they progress.
One of the minor adjustments made to LinkedIn’s analytics on company pages, include providing information on the level of engagement a status update has and the number of clicks an update has received.
Whilst these changes will enable you to see how the updates are performing on your company page; perhaps more exciting and important for a business looking to measure their ROI on LinkedIn, is the introduction of “Follower Insights” and “Page Insights.”
Via the “Follower Insight” section, not only can you keep track of how many connections your page has, but you can also see how many new followers you’ve received over the last seven days (and who these followers are); how many updates you have made over the last seven days – and how this compares to the previous week and the number of impressions received over the last seven days – and again how this compares to the previous week.
In addition, the “Follower Insight” page offers information surrounding the demographics of the audience you have reached via the company page, enabling companies to see if they are reaching the target audience required.
Whilst the “Follower Insight” tab provides information based on who the followers of your page are, the “Page Insight” tab provides analytics based on how your page in general has performed.
This information includes the number of page views over the last seven days, and how this compares to the previous seven days; the number of unique visitors to the page and how many page clicks you have received over the last seven days.
In addition, the information available via the “Page Insight” tab allows you to see how each page on your LinkedIn company page, such as the “Products / Services”, are performing – which in itself highlights the importance of ensuring that you have made the most out of your LinkedIn company page.
Making these slight adjustments to your LinkedIn company page, although they will be time consuming, will be beneficial down the line, as your social media presence works in your favour and keeps you ahead of your competition and relevant to your audience.
For more help, advice or guidance on social media marketing, contact JE Consulting.