How to Use LinkedIn to Promote Your Innovative Company

linkedinIf you haven’t adopted LinkedIn as a means for promoting your company, now is definitely the time to do it. As of this week, LinkedIn has modified the format of company pages and this may prove to be especially beneficial for manufacturing companies. The change LinkedIn unveiled is the removal of the “Products & Services” tab of your company page in order to make way for showcase pages. Showcase pages allow you to extend your company page presence by creating a dedicated page for your most innovative products and services. On these pages, you can share content just as you would with company page status updates. The new format helps your company build long-term relationships with LinkedIn members who want to follow specific areas of your business that interest them most. In addition, it can help you attract the hard-to-reach younger workforce by presenting your company as an innovative and lively company. As many manufacturing companies have a complex and vast array of products and services, each with different audiences, showcase pages allow you to address different markets with customized content. Whether on purpose or not, LinkedIn’s showcase pages provide the ability to segment your audience and these people can choose to subscribe to any of your pages in order to receive content that’s tailored to what they’re interested in. Keys to Showcase Page Success Showcase pages have a lot of potential and provide an opportunity to highlight what makes your company stand out. The key to getting the most out of this feature is to regularly post relevant and interesting information to each showcase page. There are many different types of content or information you can post, and here are just a few options:

    • Product/service information

o   Updates or revisions to products or services o   Little known facts about each area of your business o   Answers to some of the most common questions asked

  • Awards or recognition
  • Interesting applications of products
  • Industry news from authoritative sources
  • Tradeshow appearances, including where you’ll be and what you’ll be presenting

Part of being an innovative, leading-edge company is embracing change. And the most recent change to LinkedIn offers you an opportunity to deliver relevant content to prospective customers, partners or employees about the areas of your business that interest them most. Take advantage of this marketing tool to develop deeper relationships with your audience and “showcase” what makes your company innovative.

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