Making the most of LinkedIn's Company Profile: Part 2

So far, your profile should consist of articulate and informative content that has been written to cater for your target audience. A basic rule of online marketing is that if you wish to turn readers into profit, you need to establish interactivity and a relationship that transgresses geographical limitations. Readable and informative content can engage your audience and is the first step to guiding them down the buying process. Lets take things a little further. LinkedIn's newest feature allows you to personalise your products and services tab, tailoring it to suit your target market and therefore increasing your conversion rate. Now, I know you're thinking 'we've been through this already,' but there is more. Not only can you customise the products and services tab, but you can customise it to multiple audiences.

The Audience function means users can organise different landing pages for different target markets. By making use of a diverse range of segmentation measurements, including job title, seniority, company size, industry, geographic location, and many more, you can cater to distinct groups within your target market. When relevant content meets the right reader base, user engagement increases and with it, ROI. However, to take full advantage of this particular feature, an element of strategic planning is needed. It is essential that the right content is linked with the correct target audience, and this will require some analytical ground work.

Offers and Campaigns

So now we have highly segmented target audiences that each have their own, specially customised planning pages. You can further this by adding in an 'Offers and Campaigns' place-holder that will act as a unique promotion per target segment. These campaigns will attract organic traffic to your LinkedIn profile, allowing you to use it as a point of sales.

Analytics

The final feature that LinkedIn has added is the Analytics option. While this function is not overtly informative, it does provide the basic statistics such as page views, unique visits, clicks divided by demographic sub groups, etc. Users can load the information into charts that make for easy reading, and even compare your performance with similar organisations, allowing for relevant benchmarking.

Overall, LinkedIn's Company profile has been dramatically improved and has now become as useful as Facebook pages and other networking sites when it comes to the business arena. With a little time and thought, your LinkedIn profile can be used as a powerful communications tool and can form an integral cog in your online marketing strategy!