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How To Optimize Your LinkedIn Company
Profile For Lead Generation
JUNE 2012
JENNIFER WONG | MARKETING
JENNIFER@OPTIFY.NET | @JENERATIONY
LinkedIn Profile – Overview Tab




Page 2                    Confidential
LinkedIn Profile – Overview Tab
                                         Keyword rich company name

                                          You can’t edit the
                                          Company Page Name
                                          yourself. You have to
                                          email LinkedIn:
                                          https://help.linkedin.com
                                          /app/answers/detail/a_id
                                          /1591


                                         Be aware what text is visible
                                         before clicking to “see more”

                                         Use your focused SEO terms
                                         at the beginning of your
                                         company description




Page 3                    Confidential
LinkedIn Profile – Overview Tab

                                         Designate admins you want
                                         to be able to make edits to
                                         your page and publish status
                                         updates.




                                          From LinkedIn:
                                          •   You can see impressions and
                                              engagement information on
                                              visible updates, but we don’t
                                              have the functionality for you to
                                              view old posts or the metrics
                                              related to those posts.
                                          •   Up to 20 updates will appear on
                                              the Overview tab and the most
                                              recent one will be at the top.
                                          •   Posts can be up to 500
                                              characters (including spaces).
                                              Shared link titles and
                                              descriptions can be up to 250
                                              characters each.


Page 4                    Confidential
LinkedIn Profile – Overview Tab

                       The Basics: Fill in all profile details




                                           Use a landing page or
                                           specific interior page
                                           for your Company
                                           website URL.




Page 5                      Confidential
LinkedIn Profile – Overview Tab


                                                 Add keyword rich
                                                 Company Specialties to
                                                 help you get found for
                                                 terms you care about.




   For the total length of
   specialties you provide, the
   maximum length is 256
   characters




Page 6                            Confidential
LinkedIn Profile – Products Tab




Page 7                    Confidential
LinkedIn Profile – Products Tab




     Customize how you present your             Create content that is relevant to your
     products and services to distinct          various target audiences to maximize
     audience segments.                         engagement and ROI.




Page 8                                   Confidential
LinkedIn Profile – Products Tab

                                         Add up to three banners
                                         that rotate on the page
                                         and link to specific URLs.

                                         Include a strong call to
                                         action on your banners
                                         and link to a landing page
                                         to generate leads.




                                         Test out different types of
                                         offers to see which is most
                                         effective




Page 9                    Confidential
LinkedIn Profile – Products Tab




          Highlight you to five of your top products or services to keep your best stuff at the
          top of your Products & Services page, and above the fold.

Page 10                                              Confidential
LinkedIn Profile – Products Tab




          Embed a video on the Overview page and for each individual Products &
          services pages you create. You can experiment with different types of video
          content on every page to engage people in a contextually relevant manner.



Page 11                                           Confidential
LinkedIn Profile – Products Tab > Add Product/Service




Page 12                      Confidential
LinkedIn Profile – Products Tab > Add Product/Service

                                            Think outside the box when
                                            adding Products & Services.

                                            Have a free trial people can sign
                                            up for?

                                            Add that!


                                            Have a killer piece of content for
                                            download?

                                            Add that!

                                            Offering demos of your product?

                                            Add that!

                                            Optimize for all your best offers

Page 13                      Confidential
LinkedIn Profile – Products Tab > Add Product/Service
                                                          For each Product &
                                                          Service you add, as an
                                                          admin you have access
                                                          to the impressions and
                                                          engagement metrics.


          According to Forrester
          Research, 83% of us say we are
          at least somewhat influenced
          by word-of-mouth.



To increase impressions and
engagement of your listings, solicit
recommendations from your customers
for each of your products and services.



Page 14                                    Confidential
LinkedIn Profile – Products Tab > Add Product/Service




                           Offers, Offers, Offers
          You can add special promotion unique to every product or service page.
          Experiment with various types of offers that aligns with your product or
          service. Each offer destination URL should be a landing page to optimize that
          lead conversion!

Page 15                                        Confidential
LinkedIn Profile – Company Status Updates

                                        Share



                                         Sort


                                        Measure
Page 16                  Confidential
LinkedIn Profile – Paid Ads

Boost additional traffic to
your profile or product
pages with targeted
LinkedIn Ads.




                              Create multiple versions of your campaigns to
                              see what works best.



Page 17                            Confidential
LinkedIn Profile – Metrics

                                            Follower Statistics




     Page Statistics




                                              Insights

Page 18                      Confidential
LinkedIn Profile – Additional Resources




Page 19                   Confidential

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How to Optimize your LinkedIn Company Profile for Lead Generation

  • 1. How To Optimize Your LinkedIn Company Profile For Lead Generation JUNE 2012 JENNIFER WONG | MARKETING JENNIFER@OPTIFY.NET | @JENERATIONY
  • 2. LinkedIn Profile – Overview Tab Page 2 Confidential
  • 3. LinkedIn Profile – Overview Tab Keyword rich company name You can’t edit the Company Page Name yourself. You have to email LinkedIn: https://help.linkedin.com /app/answers/detail/a_id /1591 Be aware what text is visible before clicking to “see more” Use your focused SEO terms at the beginning of your company description Page 3 Confidential
  • 4. LinkedIn Profile – Overview Tab Designate admins you want to be able to make edits to your page and publish status updates. From LinkedIn: • You can see impressions and engagement information on visible updates, but we don’t have the functionality for you to view old posts or the metrics related to those posts. • Up to 20 updates will appear on the Overview tab and the most recent one will be at the top. • Posts can be up to 500 characters (including spaces). Shared link titles and descriptions can be up to 250 characters each. Page 4 Confidential
  • 5. LinkedIn Profile – Overview Tab The Basics: Fill in all profile details Use a landing page or specific interior page for your Company website URL. Page 5 Confidential
  • 6. LinkedIn Profile – Overview Tab Add keyword rich Company Specialties to help you get found for terms you care about. For the total length of specialties you provide, the maximum length is 256 characters Page 6 Confidential
  • 7. LinkedIn Profile – Products Tab Page 7 Confidential
  • 8. LinkedIn Profile – Products Tab Customize how you present your Create content that is relevant to your products and services to distinct various target audiences to maximize audience segments. engagement and ROI. Page 8 Confidential
  • 9. LinkedIn Profile – Products Tab Add up to three banners that rotate on the page and link to specific URLs. Include a strong call to action on your banners and link to a landing page to generate leads. Test out different types of offers to see which is most effective Page 9 Confidential
  • 10. LinkedIn Profile – Products Tab Highlight you to five of your top products or services to keep your best stuff at the top of your Products & Services page, and above the fold. Page 10 Confidential
  • 11. LinkedIn Profile – Products Tab Embed a video on the Overview page and for each individual Products & services pages you create. You can experiment with different types of video content on every page to engage people in a contextually relevant manner. Page 11 Confidential
  • 12. LinkedIn Profile – Products Tab > Add Product/Service Page 12 Confidential
  • 13. LinkedIn Profile – Products Tab > Add Product/Service Think outside the box when adding Products & Services. Have a free trial people can sign up for? Add that! Have a killer piece of content for download? Add that! Offering demos of your product? Add that! Optimize for all your best offers Page 13 Confidential
  • 14. LinkedIn Profile – Products Tab > Add Product/Service For each Product & Service you add, as an admin you have access to the impressions and engagement metrics. According to Forrester Research, 83% of us say we are at least somewhat influenced by word-of-mouth. To increase impressions and engagement of your listings, solicit recommendations from your customers for each of your products and services. Page 14 Confidential
  • 15. LinkedIn Profile – Products Tab > Add Product/Service Offers, Offers, Offers You can add special promotion unique to every product or service page. Experiment with various types of offers that aligns with your product or service. Each offer destination URL should be a landing page to optimize that lead conversion! Page 15 Confidential
  • 16. LinkedIn Profile – Company Status Updates Share Sort Measure Page 16 Confidential
  • 17. LinkedIn Profile – Paid Ads Boost additional traffic to your profile or product pages with targeted LinkedIn Ads. Create multiple versions of your campaigns to see what works best. Page 17 Confidential
  • 18. LinkedIn Profile – Metrics Follower Statistics Page Statistics Insights Page 18 Confidential
  • 19. LinkedIn Profile – Additional Resources Page 19 Confidential