First impressions are crucial, and a well-optimized LinkedIn company page (profile) can offer numerous advantages, including improved online professionalism and reputation, increased visibility and reach, and enhanced discoverability.
LinkedIn data shows that pages with complete information receive 30% more weekly views, while pages with a cover image are eleven times more likely to be viewed.
Asset managers can effectively increase their firm’s visibility on LinkedIn and establish a strong brand presence in the competitive industry of finance by following the best practices outlined below.
Establishing a Powerful LinkedIn Presence
A strong LinkedIn company page can increase visibility, establish professional credibility, and create opportunities for meaningful connections and engagements. It is the first touchpoint that potential clients, partners, or employers encounter, making it crucial to leave a positive and impactful first impression.
An optimized profile doesn't just mean completing all fields - it means strategically curating each aspect to reflect your firm’s professional identity and values, and to resonate with your target audience. Whether it is your headline, summary, experiences, resource downloads, or videos, each component should be leveraged strategically to communicate your brand's story, showcase the firm’s expertise, and highlight your unique value proposition. By doing so, you can transform your LinkedIn company page from a static resume to a dynamic digital business card that works around the clock to increase your visibility and reputation.
Crunching LinkedIn Data: The "A-ha!" Moments
Data underscores the importance of making the most out of your LinkedIn company page. LinkedIn itself has reported that profiles with complete information receive 30% more weekly views. This shows that a comprehensive page is more discoverable, which is key to increasing your brand awareness. Furthermore, pages with a cover image are eleven times more likely to be viewed, highlighting the importance of visual branding and the role it plays in capturing attention and enhancing your page's attractiveness. LinkedIn also reports that posts with images receive twice as many comments, underscoring the importance of visual content in engaging your audience. By understanding and leveraging these insights, asset managers can improve their LinkedIn presence, increase their visibility, and maximize their LinkedIn ROI.
Building an Effective Company Page
Logo and Cover Image: The Essentials
Your logo and cover image are the first elements visitors see when they land on your LinkedIn company page, making them essential components of your online branding. Your logo should be clear, properly sized, and reflective of your brand identity. It is displayed alongside your company name in search results, on your employees' profiles, and on your page posts, enhancing your brand's visibility across the platform.
The cover image, on the other hand, offers a larger canvas to communicate your brand's story. It should complement your logo, align with your brand's visual identity, and resonate with your target audience. Using high-quality, relevant images can capture attention, convey your brand's personality, and create a positive impact.
Remember to adhere to LinkedIn's image size guidelines to ensure your visuals are displayed correctly. LinkedIn recommends the following:
- Logo size of 300 x 300 pixels.
- Cover image size of 1536 x 768 pixels.
By investing time in the images on your page, you can significantly amplify your LinkedIn page's effectiveness and increase its appeal.
Dress Up Your Page Info for the Win
Customizing your company page information is crucial to success on LinkedIn. Providing relevant and comprehensive information not only improves your page's discoverability but also improves its credibility and professionalism. Start with the basics:
- Company name
- Location
- Industry
- Company size
These details help LinkedIn's algorithm match your page with relevant searches.
The 'About' section is your opportunity to tell your company's story. Here you can highlight your mission, values, and what sets you apart. Make sure to include keywords relevant to your industry and offerings to improve SEO and discoverability.
Your website URL is another vital piece of information. It allows visitors to easily navigate to your official website for more detailed information about your services. Including your company's operating hours and contact information makes it easy for potential clients or partners to reach out.
Finally, LinkedIn allows you to add up to 20 specialties. These can be key services, products, or areas of expertise your company offers. By carefully selecting these specialties, you can further increase your page's visibility and appeal to your target audience. Optimizing your page information is a fundamental step towards building a successful LinkedIn presence.
Crafting a Compelling LinkedIn Overview
Define Your Business: Answer the Burning Questions
To create a hard-hitting LinkedIn saga, you need to answer the Big Five W's:
- Who are you? Start by introducing your company.
- What do you do? Spill the beans on your magical products or services.
- Why do you do it? Unveil your mission or higher calling.
- Who do you do it for? Identify your lucky target audience.
- How do you do it? Give us the secret recipe that sets you apart.
By answering these questions, you can create a compelling LinkedIn overview that effectively communicates your company's identity, offerings, mission, target audience, and unique value.
Keep the Language Plain, Jane!
While crafting a compelling overview, the use of simple, accessible language cannot be overstated. LinkedIn is a diverse platform with a wide-ranging audience. Utilizing clear, easy-to-understand language ensures your message resonates with as many people as possible, regardless of their industry knowledge or linguistic proficiency.
Avoid industry jargon, acronyms, or overly complex language that could alienate or confuse your audience. Instead, explain your offerings, value proposition, and differentiators in a manner that anyone can understand.
Remember, your LinkedIn company page may be the first interaction a potential client, partner, or employee has with your brand. If they can't understand what you do, they're unlikely to engage further. The power of simple, accessible language lies in its ability to make your message clear, understandable, and accessible to all.
Turbocharge Your LinkedIn Game with Added Details
Industry, Size, and Type: All Fields Matter
All fields matter when filling out your LinkedIn company page, especially details like industry, size, and type. These fields may seem minor, but they contribute significantly to your page's credibility. Here is why:
- Industry: Choosing the appropriate industry helps LinkedIn's algorithm understand what you do and match your page with relevant searches. It also helps potential clients or partners identify if your services align with their needs.
- Size: Specifying your company size gives an indication of your scale of operations. For smaller companies, it may highlight a personalized, hands-on approach, while for larger companies, it could indicate extensive resources and capabilities.
- Type: Identifying your company type is another important detail. Whether you are a startup, a non-profit, a public company, or a private firm, this information gives viewers insight into your company's structure and nature.
These details together create a comprehensive picture of your company. By ensuring each field on your company page is accurately filled out, you will improve your page's discoverability and more.
Harnessing the Power of Community Hashtags
Whoever knew that pound signs could be so powerful? Hashtags, when used appropriately, can drastically increase the discoverability of your content and your page. They categorize your content, making it easier for LinkedIn users interested in specific topics to find your posts.
LinkedIn allows you to add up to three community hashtags to your company page. It's important to choose these hashtags wisely. They should be relevant to your industry and your company's offerings. They should also be popular enough to reach a larger audience but not so popular that your content gets lost in a sea of posts.
Want to go the extra mile? Then be sure to incorporate relevant hashtags in your posts. This can extend your content reach beyond your immediate followers to other LinkedIn users following or searching for those hashtags.
Hashtags are not just about reach. They're also about community. By using and engaging with relevant hashtags, you can participate in industry conversations, stay on top of trends, and establish your brand as an active member of your professional community.
Mastering the art of enhancing your LinkedIn company page is more than just a checkbox on the digital to-do list—it's a strategic move that can transform your online presence and elevate your brand.
By embracing the power of a well-curated profile, leveraging LinkedIn data insights, and meticulously refining every element from logos to community hashtags, asset managers can craft a dynamic digital narrative. As the saying goes, "you never get a second chance to make a first impression," and on LinkedIn, that first impression is your company page. So, invest the time, follow these best practices, and watch your LinkedIn game soar, leaving a lasting impact on potential clients, partners, and industry peers.
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