HOW TO: LINKEDIN FOR ENGINEERING FIRMS
Created: Thursday, 31 March 2016 12:00
Last week, we talked about Linkedin for engineers. This week, as promised, we’re talking about company pages for small and medium sized engineering firms.
If you have a small firm, it’s even more important to claim your company page. As we mentioned last week, “66% of engineers and technical professionals use LinkedIn”. If, like us, your customer base is made up of technical folks, you’ll want to make sure that you’re catching your fair share of eyeballs.
You may also be starting out with a new website that Google hasn’t crawled yet or perhaps your website is under construction. With LinkedIn, you can connect with your employees and let your customers know that they can read the latest news about your company if they follow you. If they do follow you, reward them by showing them information about your company that’s relevant to them. You can do all this while appearing established and professional. Not bad for an initial time investment of about 20 minutes, eh?
To begin, you can list your company name, use your company logo, and edit your page whenever you need to make an update. After your company page has been up for some time, you can see how many people are following you and take a look at how well your page is doing via the Analytics tab.
This is our company page below:
You can share your company updates (for example: new members joining your team, blog posts, new product launches, event/trade show attendance, etc.) with your followers. This keeps your company top-of-mind, because your updates show up on your followers’ home page. If they share your update with their network, their connections will also see your update.
Like the individual pages, company pages also have a “summary” section. We included a bit of information about the history of our company (we turn 20 this year!) and our products. You can see below that we have also included our website, our email address and other contact information.
Your updates will appear after your summary, and you can see some information about your posts. You can see how many people looked at your post (your impressions), how many people clicked on the link you provided and how many people interacted with your post by sharing or liking it. If this particular update is doing especially well or if this update is especially important, you can “Pin to top”. This means that this update will be the first one that your followers will see when they come to your company page, even if you have other, more recent, updates. You can also “unpin” it when you’d like your followers to see more recent posts. You can comment on your post or respond to comments to engage your followers. You can also use LinkedIn advertising to “sponsor update”. This action will show your update to people who may not be following you.
You can promote your LinkedIn page by including it in your email signature, linking to it from your website or tweeting about it to your Twitter followers.