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Market Smart: How to Gain Customers and Increase Profits with B2B Marketing

leadership in your niche, and increase search traffic for your
company website.

Here are some tips on using LinkedIn in your B2B marketing:

Personal Profiles

All management, business development, marketing, and
customer facing employees at your company should have a
personal profile on LinkedIn.

1. Keep your company name in their headline. The default
for the headline field is the member’s position at their
current company.

2. Useaprofessionalphoto.Everysocialnetworkprofileneeds
a photo, so if your company has team photos—especially
ones with a distinctive style or background—this is the
perfect place to use them. It isn’t essential that the photo
be shot with the company logo in the background or even
that it is a standard, corporate headshot, but it should be
something reasonably professional.

3. Link to your company website. Change the default link
category from “My Website” to “Other” in order to have a
customizable field to enter the company name and your
website or blog URL. This creates a better anchor link to
connect traffic from your website to LinkedIn.

4. Use a keyword rich summary. Although many users fill
the “Summary” section with personal information, make
sure that employee profile summaries include company
keywords. This will help Google and LinkedIn searchers
discover both the employee and your company.

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© 2012 Lisa Shepherd