If you’re an avid social media user, you’ll know that Instagram is the number one platform to share visual content. With that, a curated feed means everything – whether it’s to post travel photos or showcase your portfolio.
For business leaders, the go-to website is LinkedIn. It’s almost the same with Instagram: You curate your content, put out the best captions, and make your posts as visually appealing as possible. When you open your brand’s LinkedIn page, you do it with hopes of connecting to potential investors and customers. And much like Instagram, there’s nothing more appealing than a well-maintained LinkedIn company page.
Keeping your company page interesting is a long-term goal, but it all starts with a straightforward step: Tidying up your LinkedIn page.
It’s time to dust your company page
With a platform that has over half a billion users, you’re sure to get quality leads from LinkedIn. However, these leads won’t convert if you don’t successfully establish your brand credibility.
Especially true for businesses who have been around for years, there might be some aspects of your company page that you’ve neglected. It could be an old cover photo, a former telephone number that doesn’t work anymore, or an empty field that needs to be filled out. We all know that LinkedIn content is king, but without a squeaky clean page as foundation, your visitors will only get overwhelmed and discouraged to scroll further.
Taking baby steps
The task of cleaning out your LinkedIn profile is composed of many different steps, most of which include typing out or reviewing information. What most people assume is that maintaining your page will take hours on end, when it takes just a few good minutes of your day.
1. Customize your URL
When you first set up your company page, LinkedIn automatically assigns a string of random letters and numbers for your profile link. While there’s nothing massively wrong with it, it’s not doing much for your SEO or corporate image. Once your users glance up at the URL bar and see an unintelligible row of letters and numbers, it could affect their overall impression of you.
To customize your URL, you can opt to use your company name or your company tagline. Not only will it provide a personalized feel to your URL, but it will also help users remember your LinkedIn profile for the next time they want to pay a visit.
2. Update your profile photo and cover photo
Seasons change, and so does your logo. It’s not uncommon for companies to switch out their logos now and then. Some even choose to create special ones for certain days of the year, like Halloween or Christmas.
During the period you were inactive on LinkedIn, your logo might have gone through some changes. The first thing your visitors will notice about your company, even before visiting your LinkedIn profile, is your logo. It’s what will build their first impression of you from their search results.
Utilize your logo to reflect the one you consistently use. Logos and cover photos are an excellent yet easy way to make your LinkedIn profile more appealing while boosting your professionalism and brand image.
A quick tip: Your cover photo is the best and easiest way to add a bit of creativity to your LinkedIn profile!
3. Review your contact information
Your contact information field is the most critical area in your company page, yet it’s also the most commonly forgotten. Marketers tend to panic over content and overall look, but leave out the details that need updating. There’s no point in revamping your page if your target audience can’t reach you (or if they have to go to your website for that information).
Before touching working on your LinkedIn content, double-check your contact information and update if necessary.
4. Clean out irrelevant content
When you were starting, you probably spent a few weeks experimenting on which content and overall branding will work. Assuming that you’ve settled on a single brand theme, it’s time to say goodbye to the outdated material that has no place on your LinkedIn profile anymore.
As the digital age grows on a daily, scrolling to the bottom of someone’s page isn’t as crazy as it sounds anymore. And if you’re an investor or consumer who’s looking for a company to work with, you’ll take the extra time to check how and where they started. While it’s nice to look at old posts once in a while, it’s probably best to hide it from your public profile.
When we say “irrelevant content,” this includes information on your page that doesn’t quite fit today’s market and your current business landscape. You might have injected a few words and phrases that were attractive to the market then, but isn’t so now. Double-check your about section and summary field for any reads that may need some updating, too.
5. Add keywords and specialties
Your LinkedIn page is the ultimate deciding factor for your visitors. Use it to your advantage to show what you’ve accomplished thus far. The specialties section is an excellent opportunity to list down your strengths in a quick, easy-to-spot way. You can list up to 20 specialties, so you can be as specific as you want in laying out what your business can do.
Apart from that, the specialties on your LinkedIn page are searchable, so it helps with your SEO. We suggest adding keywords to help direct traffic to your company page straight from search engines.
Your LinkedIn profile is an excellent starting point to reach out to your potential leads. It provides an in-depth overview of your business which you have total control over. Once you’ve cleaned up and optimized your company page, soon enough you’ll start to get more leads and inquiries.