B2B vs B2C – LinkedIn

B2B vs B2C – LinkedIn

LinkedIn is growing at about 2 new users every minute.  At the time of this writing there are 27B2BvsB2C Linkedin - Time2Mrkt million users of which about 90 million of them are in the United States.  In most cases the analogy most people use to describe LinkedIn is that it is your professional Rolodex and/or your on-line resume. As you are working in LinkedIn, you have the ability to use the resume portion of the platform to expand beyond the traditional one or two pages that are considered acceptable on a traditional paper resume. But in the marketing space how does B2B vs B2C – LinkedIn compare?

B2B – Because of the fact that LinkedIn is the number one professional social media platform it is natural to assume that this is more highly suited to the B2B world. For a business, I feel that it is imperative that you present you and your company as professionally and completely as possible on this platform. There are a couple of features that are available that I have discussed in other articles including my Top 5 Business Page Tips Series of articles.  To create a business page you need an email address that is name@company – not gmail, yahoo or any other generic email tool. On the business page enlist the items that are available –  the images, the products and services, careers, and the company status updates. From a lead generation perspective, the leads may not come to you, but the platform enables you to warm-up cold leads.  For any business with a number of employees, each person should have a 100% complete profile using the keywords for their personal skills and within the employment description, the company keywords.

B2C – the advantages for a consumer driven business are also beneficial to a B2B business. Personal profiles should be complete for your key employees. Use the options to place your YouTube videos, links to specific landing pages on your website for each of your products, and if you have the staff to accommodate it, add up to three contacts per product or service.

The clear winner here would be a B2B business, but our business needs to be where our potential customers might find us. Is that LinkedIn?

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Top 5 LinkedIn Business Page Tips – Imagery

In this series of articles on the Top 5 LinkedIn Business Page Tips, we have already covered Description, and Products & Services.  This article covers Imagery. The final two will cover the aspects of your business profile about Recommendations, and Activity

Top 5 LinkedIn Business Page Tips – Imagery

A client of mine who was starting a new career at an age when most of us hope to be retired wanted some tips and guidance on which social platforms to use. We stopped by Twitter, Facebook, and LinkedIn.  On each platform, the client said – “Oh, that’s your website!” I said no, that is Twitter or Facebook or LinkedIn, whichever we were visiting at the moment.  When we finally landed on my website, the client said, “I get it, they all look alike!”

Branding your company/products visually is very important. I believe that is why sites like Pinterest and Instagram are growing by leaps and bounds.  Personally, I tend to look at an image first before I read a headline or caption. If the image grabs my attention, I may investigate the item further.

That is why we are addressing as one of the Top 5 LinkedIn Business Page Tips – Imagery.

The opportunities you have are worth spending the time (or money) to develop.

Company Logo – Your company logo has an important place.  It appears on your company page and on the personal profile of all of your employees.

Header – Each company has a header image that can help brand your company.  The headerTop 5 LinkedIn Business Tips - Imagery image should be similar to the images on all of your web based platforms.  Additionally, LinkedIn offers you the opportunity to create up to 10 “Showcase” pages to highlight specific product lines. (Read more about showcase pages here).

Jobs – If you company uses LinkedIn to promote openings at your company on the Jobs pages, you have another image that can express your brand AND company culture.

Products/Services – In our last article we discussed the details of setting up your products and services, but the important part to remember here is the 3 banner images that can link directly to your website, the images that represent each of your products, and the videos that you can link from YouTube that illustrate your products in moments.

Use the power of LinkedIn’s imagery through the visual prompts to promote your brand on the most powerful professional social network.

Need more information on your personal profile? Read the LinkedIn – top 5 Tips – series on the following: PhotosCompleteConnectionsInvitationsParticipate

Top 5 LinkedIn Business Tips – Products

In our first article on the Top 5 LinkedIn Business Tips, we discussed your Description. Other articles in the series will cover: ImageryRecommendations,  and Activity

Top 5 LinkedIn Business Tips – Products

This article is addressing one of the most important aspects of your LinkedIn Company Profile and that is the Products and Services.

LinkedIn allows you up to include up to 20 products or services in your company profile.  Each Adding a LinkedIn productof these products/services can include keywords that will get you found in the search results. Let’s review the components of a product:

  1. Product or Service – this just tells LinkedIn whether you are selling a product or providing a service.
  2. Category – a list of 30 categories from which to choose.  Most of mine fall under either Consulting or Business Services
  3. Name of item – Try to use a keyword here.
  4. Photo – when I work with clients, I brand the images of all products to reflect the same appearance.
  5. Description – You have 2000 characters or about 375 words depending upon size.  Use keywords.
  6. Key features – using keywords, share features/benefits that will appear as bullets
  7. URL – do you have a landing page for this product? Don’t make the person search your website.
  8. Contact – you can add 3 LinkedIn company contacts. Do you have a regional sales manager or local person that they could contact.  Does that person’s profile provide proper contact information?
  9. Promotion – is there a promotion on your site? Maybe a LinkedIn discount landing page.
  10. Video – YouTube gets 4 billion searches per day, but a consumer may not be searching for your product on YouTube.
  11. Video URL – share the video link from YouTube (Vimeo may work as well) and a video link will show in the product item.
  12. Disclaimer – Include any restrictions that you need to share with a potential consumer.

What a product on LinkedIn can do is drive consumers into your website or to your Use LinkedIn Products to your company's advantage.salespeople. Additionally, you can direct connections or LinkedIn users to write a recommendation for a specific product.  This helps build the credibility for your product instead of just for you or your employees.

Let me know if I can help you boost your product awareness on LinkedIn.

Need more information on your personal profile? Read the LinkedIn – Top 5 Tips – series on the following: PhotosCompleteConnectionsInvitationsParticipate

Where do you rank?

No matter who you are, if you have a career path you are following, you need one thing in social media – a LinkedIn profile.

When was the last time you searched Google, Bing or Yahoo for your name? If you do search your name, your LinkedIn profile will normally jump to the first spot in search results unless you have a website that is your name. Now having said that, if your profile is just there, not complete, not being used, it won’t help you much. BUT, if you are putting in the effort to show-up onsearch results LinkedIn, your profile can do wonders for you. I just searched mine and my LinkedIn profile showed up #1 on all three major search engines.

LinkedIn Company page – one of the best points about a company page on LinkedIn is that it validates you as a business.  You must have a name@yourwebsite dot com email address to create a company page. You link your profile to your company profile, and voila, people see your company information in your personal profile AND they see your personal profile image linked to your company page. If you are a B2B business, I would suggest that you may want to enhance your company presence to the Nth degree on LinkedIn. Use all of the images and product spots available to you.

After searching Time2Mrkt on the three search engines, my company profile fell in 3rd behind website pages and Yelp, Twitter or YouTube.  (Remember the bond YouTube and Google have now.)

There are so many ways to take advantage of social media to drive your organic search results, it is a shame to waste any opportunities. If I can help you drive your results or find out more about Time2Mrkt services visit: https://time2mrkt.com/productsandservices/

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