How to Optimize a Company Profile on LinkedIn?

LinkedIn is the go-to platform for B2B lead generation. With over 90 million LinkedIn users holding senior-level decision-making positions and 63 million in decision-making roles, it’s evident that more than 80% of B2B leads from social networks come from LinkedIn. Given this, your company’s LinkedIn profile must be well-optimized, and there are several practices you should consider enhancing your business profile’s reach.

Key Practices to Optimize Your LinkedIn Account

First, let’s discuss a list of best practices you should have when managing your LinkedIn account:

  1. Regularly publish content: Like any profile, the reach and views of your profile will depend on the frequency of your posts. Ideally, aim for one post per day, but if time is a constraint, try to have at least 3 posts per week.
  2. Mix different content formats: Articles, images, videos… All of these should be alternated over time. The next step is to review the metrics of each post and compare. This way, you can decide which format to focus on more in your specific case.
  3. Engage with the audience: LinkedIn is a social network that requires more conversation than any other. The idea of this platform is to make connections for networking. Therefore, discussions and debates are necessary. Pose questions in your posts to invite conversation.
  4. Contact specific individuals: In this platform, the main thing is to make direct contacts. Look for the companies you want to connect with and review the list of people who work there. This way, you can directly contact the people you want to do business with.
  5. Use groups: Look for groups related to the sector your company works in. Join these groups and participate in the conversation to be seen by people working in similar disciplines to yours and by people who may be interested in doing business with your company.

Essential Optimization to Stand Out in LinkedIn Search

All of this can work much better if the profile is optimized to the maximum to be found more easily in the LinkedIn search. Here we give you a list of steps you can take to ensure your profile is 100% optimized:

  1. Customized URL: In your profile settings, you can access personalized URL options. Create an extension for the URL that contains the main keyword of your company and its name. If this extension aligns with the SEO of your website, it’s much easier for your profile to appear even in search engines like Google, Bing, and other search engines.
  2. Cover Image: Take advantage of your profile cover image to display your business name and even services. LinkedIn shows, in the photo change button, the dimensions this image should have so you can tailor it.
  3. Tagline: In the main phrase that describes your company, include the main keyword of your web SEO as well. And succinctly state what your company offers.
  4. Call to Action: In these same configuration parameters, you can define a primary button for the profile that functions as a call to action. Ideally, this button should always lead to the website. Similarly, any space that requires this information should lead to the website.
  5. Company Description: In the Overview section, you can place a longer text to describe the company. In this space, try to be as specific as possible. Explain what your business does, the services it offers, what you’re doing on LinkedIn, and provide an answer to your Buyer Persona’s main question. All of this using at least 3 of the keywords you use for your website’s SEO.
  6. Contact Information: All phone, sector, size, and type of company information should be specified. The more information you enter in this section of the profile, the more reliable your business becomes to LinkedIn, and therefore, the algorithm will give you more reach.
  7. Main Hashtags: Define the 3 main hashtags for your profile. This is one of the most important settings for LinkedIn to better index your profile. This makes your company easier to find. Also, don’t forget to use one or two of those hashtags consistently in your posts.
  8. Show Human Capital: Ask all your employees to indicate that they currently work at your company. This way, LinkedIn will show their profiles, and on their profiles, yours will be shown. Allowing your employees’ profiles to be seen also gives more credibility to your business.

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