When it comes to B2B networking there’s no better social media channel than LinkedIn. As you may know they recently hit 200 million users, which underlines their market dominance. Avoiding LinkedIn is just not an option anymore. Recently the company pages layout and content were updated. The new features allow you to: • Showcase Products/Services in a more effective way • Promote your industry knowledge • Target your ideal audience • Get recommendations from your clients So it’s time to make the most of it. We have been working on our own LinkedIn company page to optimise our presence and the results were spectacular. ORM’s referral traffic from LinkedIn has skyrocketed in the last couple of weeks. We thought we could share some recommendations with you.

1. ORM Insights:
How to make the most of your LinkedIn company page
February 2013
ORM. Elm Court, 156-170 Bermondsey Street, London SE1 3TQ, United Kingdom
Telephone +44 (0) 20 7939 9540 / www.ormlondon.com

2. LinkedIn / The new company page
LinkedIn recently rolled out a new version of their
company pages.
Changes mainly affected the following sections:
• Homepage
• Product/Services
It’s a great opportunity to make the most of these new
features that allow you to:
• Showcase Products/Services in a better way
• Promote your industry knowledge to your network
• Target your ideal audience
• Get recommendations from your clients
In the next pages we will provide you with an overview of
the changes and the best way to implement them.
© 2013 ORM / ormlondon.com 2

3. Homepage / Overview…
Make the most of the improved layout.
What’s new:
Banner:
The new banner has been made more prominent,
similar to the Facebook cover image.
Recent Updates Section:
A good way to share industry related links or promote
your blog by integrating your RSS feed.
Company Info Section:
Now pushed to the bottom of the page. We suggest
the inclusion of a short but catchy statement
Groups :
Three groups can be spotlighted on the homepage
(you need to be a member or an admin to add them).
Another way to gain more visibility.
© 2013 ORM / ormlondon.com 3

4. Homepage / …and tips
Banner Format: PNG, JPEG, or GIF
Weight: Max size 2 MB
The new banner is bigger, more prominent and more visible. Size: 646 x 220 pixels or larger
It’s a great opportunity to personalise the page with your
company’s look and feel. Our tips:
Include a brief and catchy description of your services and try
to stick to your main website design feel.
Avoid using your company logo as this is featured above.
© 2013 ORM / ormlondon.com 4

5. Products and Services / Overview
This area was re-designed and now presents a
cleaner layout with new features.
What’s new?
Carousel:
A new carousel including 3 banners is now
implemented.
Recommendations:
Individual products and services can now be
recommended. Your company should reach to your
clients to get endorsement.
Audience targeting:
Different versions of the same page can be created
to target different clients
Videos:
It’s now possible to include a link to a Youtube
video in the right hand column
© 2013 ORM / ormlondon.com 5

6. Products and Services / The carousel
What’s new? Some ideas:
You can now upload 3 banners to appear on the carousel that Focus on your 3 core services: we decided to promote
can link directly to your website. Strategy & Insight, Experience Design and Technical
Development.
Format: PNG, JPEG, or GIF
Weight: Max size 2 MB Include a call to action, for example “more info”
Size: 646 x 220 pixels or larger
Keep in mind that this is not an automated carousel. So, unless
clicked the user will not see your second banner: avoid
connected copy.
One of your services will be featured on the right hand side of
your company homepage: you can select which one to
promote.
© 2013 ORM / ormlondon.com 6

7. Products and Services / Some tips
Less is more:
Don’t put too many products and services on display. Too
much information could be daunting and confusing.
Audience Targeting:
You can create different version of the service page to
target different audiences. This is a very powerful tool to
advertise the right services to the right people.
Targeting options available are:
• Company size
• Job function
• Industry
• Seniority
• Geography.
Design:
Make sure to make the most of the design options you
have: create different thumbnails for every service or
product you are promoting.
© 2013 ORM / ormlondon.com 7

8. Additional Knowledge
And Finally… Thank you!
There are other features you should make the most of. We hope you found this useful
Careers Section ORM:
Another powerful feature to gain visibility is the career http://www.ormlondon.com
section.
Just like on the Homepage and Products/Services Find us on:
page, it features a banner. In addition your latest job
posts will be featured on the homepage as well. LinkedIn:
http://www.linkedin.com/company/orm
This service is not free so not everyone is using this
channel. Twitter:
https://twitter.com/ormlondon
Promotion
Make sure to promote your blog post via LinkedIn.
When it comes to B2B, groups and discussions are very
powerful website referral toolS.
By optimising all these new features ORM’s referral
traffic from LinkedIn has quadrupled.
© 2013 ORM / ormlondon.com 8

9. ORM / About us
We blend strategic thinking with design and technical expertise to
create useful, usable and delightful digital experiences.
Whether on mobile, on web or on touch, our experiences are measurable,
they’re joined-up and maximise your investment in digital.
© 2013 ORM / ormlondon.com 9

10. Thank you.
Please contact Lorenzo Vasini to find out how ORM can help your business:
Lorenzo Vasini
Business Development Director
lorenzo.vasini@ormlondon.com
ORM. Elm Court, 156-170 Bermondsey Street, London SE1 3TQ, United Kingdom
Telephone +44 (0) 20 7939 9540 / www.ormlondon.com