According to current data (2Q13), LinkedIn had 238 million members. The professional social network's popularity grows unabated, remaining a sought-after online destination for business networking, hiring, and even financing

It makes sense, then, to take a second look at whether your LinkedIn business page is up there with the best. And if you don't have a presence on LinkedIn, here's an opportunity to announce your presence in style.

1. Get your branding right

LinkedIn visitors trying to find out more about your company will first see your cover image. So it's important that the banner on your LinkedIn company page be easily recognizable; it should be in keeping with your brand identity and of high quality. Here are a couple of pointers:

  • Try as much as possible to keep your LinkedIn banner different from your Twitter and Facebook banner images.
  • You have the option of a standard logo (on top of the page) and a square logo that will accompany your updates. Choose each of these carefully, ensuring that they fit properly and do not appear distorted (remember that the logos will be compressed before being added).
  • Ensure that all the links to your company website are properly inserted and working correctly.

2. Present your products/services attractively

How well you showcase your offerings will have a direct impact on the number of Linked members who'll end up visiting your website. On the Products & Services page, testimonials and recommendations are highlighted prominently. Harness their power by requesting your customers to recommend your offerings via the LinkedIn Request Recommendation module.

3. Be seen and heard

Optimizing your LinkedIn company page content is a good bet. To improve the page's searchability, embed the right keywords—the ones your customers are most likely to use—naturally. Avoid stuffing the content with too many keywords or buzzwords. Tweak the wording in a way that ensure your company's name pops up at the top during a LinkedIn Companies search.

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Jessica Davis is a content strategy specialist with Godot Media, a content marketing firm, where she helps online businesses refine their marketing strategy with the optimum use of content. She also works closely with the Godot copywriting service team.