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How To Use LinkedIn For Business
Podcast Episode – LinkedIn For Business
In this podcast episode we will be featuring Bert Quintero, who is a Senior Marketing Consultant for Midwest Communications. Midwest Communications is not only one of the largest Media Groups in the country but also a media group that has a solid digital media strategy for themselves and their client base. We will be discussing how to use LinkedIn Company Pages for Marketing.
Hello, I’m your host Carlos Quintero owner and founder of MediaOnQ. MediaOnQ is a Full Service Digital Media Agency based out of Fargo, North Dakota. We’ve been helping a wide variety of clients ranging from start-ups all the way up to large fortune 25 companies by building what we call an Active Brand. Active Brands place your message where your customers are by bringing Video, Web, Mobile and SEO strategies together. Doing so allows you to effectively compete in today’s web economy.
Without any further delay, I’d like to welcome Bert back to our podcast. Welcome back Bert, it’s been a while since our Pinterest episode.
I really enjoyed the way you explained and laid out the information on Pinterests so if you ok with it, I’d like you to please run us through some Facts about LinkedIn for Business.
Bert – Well it is hard not to have LinkedIn on your marketing radar if your in business today and I’ll tell you why.
LinkedIn has more than 200 million registered users, in more than 200 countries across the globe.
More than three million companies have LinkedIn Company Pages.
Professionals are signing up for LinkedIn at a rate of approximately two new members per second.
LinkedIn is the world’s largest professional social network.
You’re making for a very strong argument here about how or why every company should be interested in having a LinkedIn strategy or make sure that they are on their way toward setting one up.
Bert – Mike Grishaver, who is the Products Management & Monetization executive at LinkedIn, had an interesting comment about what LinkedIn Company Pages can provide. He said LinkedIn company pages can provide “a more powerful way to build relationships with your target audience” with its emphasis on visual and relevant content.
In my opinion LinkedIn Company pages give business a more complete set of tools to do effective marketing on a social platform.
I agree with you. LinkedIn offers people who have jobs a place to show off their skills, experience, knowledge and professional backgrounds. I also did notice that LinkedIn is not where you find out if someone has a headache that day or not as it sometimes happens with other social media networks.
Bert – LinkedIn offers affluent and influential members which is a highly valuable demographic for marketers.
As a user, you can quickly discover the people who are employed by a certain company or the various types of business a certain person has worked for and so on.
If you’re looking to connect with industry professionals and generate leads for your business – LinkedIn should be an integral part of your social media marketing strategy.
Thank you for that.
You’ve now set the stage. I am ready to learn all about the ins and outs of LinkedIn Company Pages and more specifically how I can use that information and apply it to help grow my business.
Bert – Obviously, I would suggest that every company take the time and invest in the effort to establish their LinkedIn Company Page.
Consider this…chances are that many of your employees are updating their personal profiles to show where they work.
Every person that connects with that profile may potentially click on your company’s name.
Hundreds or even thousands of users can easily land on your page through a simple click while browsing on LinkedIn.
Opinions will be formed based on the information that they find once they land on that Company Page.
As a business you should take advantage of this opportunity and work toward growing your company’s reach through your own employees.
That is a terrific concept; grow your company’s reach through your employee profiles on LinkedIn. - Excellent advice.
Bert – In marketing there are two points that need to be made quickly and clearly.
What to buy and Where to buy
LinkedIn Company pages allow you to spread product or service awareness.
Company Pages on LinkedIn allow you to separate individual products or offerings.
In comparison, Facebook allows you to create a business page where you would then display all of your products or offering on that one single page. Facebook also then allows you to see which friends like that page.
LinkedIn on the other hand allows you to narrow the engagement by allowing you to add multiple products or service offerings with images and descriptions for each making it easy for each product or offering to stand out individually.
This makes it easy for customers to learn all about the various products and services that your company produces. Customers are also able to see how many other users recommend your products and services.
This type of product awareness is very difficult to come by.
OK, in today’s web economy, accountability is critical. Is it safe to assume that LinkedIn offers some sort of measurement for these product specific company page sections?
Bert – Yes. LinkedIn allows you to measure the engagement with each of your product or service sections of the Company Page.
So the marketing take away here is that we can spread the product awareness through LinkedIn Company pages.
In my mind LinkedIn has always been sort of a Recruiting Platform. Would that be a fair statement today?
Bert – I would have to say yes because job postings appear in search results on Twitter. Having a LinkedIn Company Page allows you to greatly increase your visibility across the web.
Many people are familiar with LinkedIn’s own Job Search Engine. More and more people are using LinkedIn to find great companies to work for.
So you’re suggesting that even though someone might have a job, it is possible that they would seek out or search for advancement opportunities on LinkedIn.
Bert – Yes. Passive candidates can present great opportunities for many companies.
The marketing take away here is that if you don’t have a LinkedIn company page you could potentially miss prospects, leads and even employees.
Let me recap for a moment because these 3 tips where excellent.
LinkedIn Company Pages help
1. Grow Your Reach
2. Increase Product and Service Awareness
3. Allow Your Company to be Found by customers, prospects and potential employment candidates
Bert, please walk us through the LinkedIn Company Page, what’s important, what should people focus on and what they should avoid?
Bert –
LinkedIn company pages are broken down into six sections
1. Home
2. Careers
3. Products
4. Page Insights
5. Follower Insights
6. Employee Insights
As it is true with any kind of landing page – the LinkedIn Company Home page is incredibly important because it provides the first impression.
Make sure that you include a clear reason as to why someone should be interested in your company.
Talk about when the company was founded, who founded it and why.
Point out events or accomplishments that are noteworthy throughout the life of your company.
Take advantage of the news feed section. Be sure to post company updates, job postings and new hires.
Remember that this feed is your company’s way of communicating important messages to your audiences.
I always recommend that in those update posts you include a link back to your own company website since this is a terrify way to add back links from a trusted source while you help generate web traffic and leads to grow your business.
Bert – 24-hours after you post a company update you will start to see a few different metrics in grey.
These show the number of impressions, clicks and engagement percentage from your post.
These metrics are important because it allows you to better understand your audience. If something produces a great deal of engagement you can then try to replicate across other products or services.
Bert – There’s one more piece to this. It is important that you don’t simply forget about that post but rather Engage with the audience. Keep the conversation going by liking or commenting on updates.
That is so true, there are many companies that simply post on social media sites and expect the audience to interact with itself. Ignoring those who engage with you is always the wrong thing to do and frankly a waste of time for everyone.
Bert – I should point out that LinkedIn now allows you to interact using your company name and logo instead of as your individual profile.
That is a huge plus – and for some a lifesaver since they can delegate the task.
What can you tell me about the careers section of the LinkedIn Company Page?
I’ll start by pointing out that the careers section requires a paid subscription to LinkedIn.
If you work in a highly competitive field or want to be the company where everyone wants to work – The Careers page is essential.
This section allows you to help people understand your company’s culture. You can also showcase awards, map out career paths with your company, highlight your best employees and post jobs that target candidates using the automated job matching.
Not only can you reach thousands of professionals but you’ll also have the ability to see exactly who has viewed your job using real-time analytics. You can quickly find out how closely they match your job posting based on a 1-10 score and even dig further to see who the applicant is connected to on LinkedIn.
Great info – and just to restate this, the Careers section is a LinkedIn Paid Section…but it may be worth investing to further define a company page.
Let’s discuss the Products section a bit further. What can you highlight about this section for us?
Bert – The products tab is a great place to collect recommendations and display what you sell. My favorite point about this section is that it allows you to create links back to your own website to help drive traffic, generate leads and grow your business.
An important stat to point out here is that 70% of people follow links posted by friends and family.
Bert – I suspect that this is exactly why LinkedIn recommendations exist. These recommendations add a personal touch to a product or service that is not always there from a traditional marketing message.
And because each product or service can have it’s own picture, you can use that to display your call to action associated to that product or service.
Now let me ask you about Page Insights – what do they track and what’s the value behind them?
Bert - Page insights track page views and unique visitors on the overall company page as well as each of the individual tabs.
LinkedIn will also measure how many clicks your products or services have received as well as the number of members who are following your company.
The value to these metrics is in understanding who is visiting your company profile page and how much traffic is being generated for your website.
That’s pretty straightforward. Now talk to me about Follower Insights.
Bert – the follower statistics tab shows your company update engagement the follower demographics, the company update impressions and your follower progress broken down by recent users, new followers and member growth.
With these insights you are able to dig deeper into the page analytics by viewing engagements by clicks, likes, comments and shares.
And now the 6th and last section – Employee Insights
Bert – Employee Insights allow people to learn exactly which employees have new titles, which have departed recently and where did their existing employees come from along with the employee’s top skills or area of expertise.
This seems like a very useful tool for B2B (Business to Business) companies to use. You can quickly understand how much of the work or project you may be considering them for can actually be executed by them without strategic partnerships or other types of third-party arrangements. And on the other side, if you need strategic partnerships this seems like a great way to evaluate those potential partnerships.
How hard is it to set up a LinkedIn Company Page?
Bert – not hard at all but it is something that you should dedicate some time and put some thought behind.
Unlike other social media profiles, when you put together your LinkedIn Company Page you want to showcase your Company or Brand’s identity and persona.
Keeping true to your company’s brand in a professional way is key.
Now that we have a better understanding of a LinkedIn Company Page and how it can benefit our business we have to maintain it.
Bert – Maintaining the LinkedIn Company page once it’s been developed takes very little time. It is definitely not like Twitter where you have to stay on it all day to keep the conversation going. Posting once per day is just fine for LinkedIn.
At MediaOnQ we try to keep it to 1-2 times per day. Exceeding 3 posts per day is frankly a mistake because the quality and value of the post tends to get watered down.
Bert – I agree. Companies should focus on the value of the post to their audience. Posting one valuable post per day will generate more engagement over 6 useless or irrelevant posts. Always remember to bring some sort of value to your audience.
So it is fair to say that posting, monitoring, responding to comments and looking over the page analytics should take – 10 minutes per day.
Bert – Yes. If you have your posts planned out ahead of time you might even be able to cut that time down to 5 minutes per day.
Well there you have it – 5 to 10 minutes per day should be your time allotment to keep up with your company page in LinkedIn.
Bert, it is always a pleasure to have you on as co-host on the MediaOnQ podcast.
Why don’t you tell our listeners how to get a hold of you should they have comments or questions for you?
Bert - I may be reached via email at or on Twitter @ BertCue that is B E R T C U E.
Thank you for joining us today Bert – You have an open invitation to join us any time you’d like.
Bert – we covered a lot of information today. Will you be providing a transcript for our listeners?
Yes, absolutely – all the information that we covered will be available in the show notes and can be found at MediaOnQ.com
Thank you everyone for listening today. If you have any questions or comments about how to use LinkedIn for business or want to share our strategies, success stories or challenges when using LinkedIn we’d love to hear about them.
You can send feedback to .
If you found this information useful please subscribe on iTunes, Leave a Review and share it with a friend.
Join us next time where we’ll continue to discuss digital media branding and marketing techniques designed to help you compete in today’s web economy.
I’m Carlos Quintero owner and founder of MediaOnQ.com
Until next time, take care.
View all episodes
By Carlos QuinteroPodcast Episode – LinkedIn For Business
In this podcast episode we will be featuring Bert Quintero, who is a Senior Marketing Consultant for Midwest Communications. Midwest Communications is not only one of the largest Media Groups in the country but also a media group that has a solid digital media strategy for themselves and their client base. We will be discussing how to use LinkedIn Company Pages for Marketing.
Hello, I’m your host Carlos Quintero owner and founder of MediaOnQ. MediaOnQ is a Full Service Digital Media Agency based out of Fargo, North Dakota. We’ve been helping a wide variety of clients ranging from start-ups all the way up to large fortune 25 companies by building what we call an Active Brand. Active Brands place your message where your customers are by bringing Video, Web, Mobile and SEO strategies together. Doing so allows you to effectively compete in today’s web economy.
Without any further delay, I’d like to welcome Bert back to our podcast. Welcome back Bert, it’s been a while since our Pinterest episode.
I really enjoyed the way you explained and laid out the information on Pinterests so if you ok with it, I’d like you to please run us through some Facts about LinkedIn for Business.
Bert – Well it is hard not to have LinkedIn on your marketing radar if your in business today and I’ll tell you why.
LinkedIn has more than 200 million registered users, in more than 200 countries across the globe.
More than three million companies have LinkedIn Company Pages.
Professionals are signing up for LinkedIn at a rate of approximately two new members per second.
LinkedIn is the world’s largest professional social network.
You’re making for a very strong argument here about how or why every company should be interested in having a LinkedIn strategy or make sure that they are on their way toward setting one up.
Bert – Mike Grishaver, who is the Products Management & Monetization executive at LinkedIn, had an interesting comment about what LinkedIn Company Pages can provide. He said LinkedIn company pages can provide “a more powerful way to build relationships with your target audience” with its emphasis on visual and relevant content.
In my opinion LinkedIn Company pages give business a more complete set of tools to do effective marketing on a social platform.
I agree with you. LinkedIn offers people who have jobs a place to show off their skills, experience, knowledge and professional backgrounds. I also did notice that LinkedIn is not where you find out if someone has a headache that day or not as it sometimes happens with other social media networks.
Bert – LinkedIn offers affluent and influential members which is a highly valuable demographic for marketers.
As a user, you can quickly discover the people who are employed by a certain company or the various types of business a certain person has worked for and so on.
If you’re looking to connect with industry professionals and generate leads for your business – LinkedIn should be an integral part of your social media marketing strategy.
Thank you for that.
You’ve now set the stage. I am ready to learn all about the ins and outs of LinkedIn Company Pages and more specifically how I can use that information and apply it to help grow my business.
Bert – Obviously, I would suggest that every company take the time and invest in the effort to establish their LinkedIn Company Page.
Consider this…chances are that many of your employees are updating their personal profiles to show where they work.
Every person that connects with that profile may potentially click on your company’s name.
Hundreds or even thousands of users can easily land on your page through a simple click while browsing on LinkedIn.
Opinions will be formed based on the information that they find once they land on that Company Page.
As a business you should take advantage of this opportunity and work toward growing your company’s reach through your own employees.
That is a terrific concept; grow your company’s reach through your employee profiles on LinkedIn. - Excellent advice.
Bert – In marketing there are two points that need to be made quickly and clearly.
What to buy and Where to buy
LinkedIn Company pages allow you to spread product or service awareness.
Company Pages on LinkedIn allow you to separate individual products or offerings.
In comparison, Facebook allows you to create a business page where you would then display all of your products or offering on that one single page. Facebook also then allows you to see which friends like that page.
LinkedIn on the other hand allows you to narrow the engagement by allowing you to add multiple products or service offerings with images and descriptions for each making it easy for each product or offering to stand out individually.
This makes it easy for customers to learn all about the various products and services that your company produces. Customers are also able to see how many other users recommend your products and services.
This type of product awareness is very difficult to come by.
OK, in today’s web economy, accountability is critical. Is it safe to assume that LinkedIn offers some sort of measurement for these product specific company page sections?
Bert – Yes. LinkedIn allows you to measure the engagement with each of your product or service sections of the Company Page.
So the marketing take away here is that we can spread the product awareness through LinkedIn Company pages.
In my mind LinkedIn has always been sort of a Recruiting Platform. Would that be a fair statement today?
Bert – I would have to say yes because job postings appear in search results on Twitter. Having a LinkedIn Company Page allows you to greatly increase your visibility across the web.
Many people are familiar with LinkedIn’s own Job Search Engine. More and more people are using LinkedIn to find great companies to work for.
So you’re suggesting that even though someone might have a job, it is possible that they would seek out or search for advancement opportunities on LinkedIn.
Bert – Yes. Passive candidates can present great opportunities for many companies.
The marketing take away here is that if you don’t have a LinkedIn company page you could potentially miss prospects, leads and even employees.
Let me recap for a moment because these 3 tips where excellent.
LinkedIn Company Pages help
1. Grow Your Reach
2. Increase Product and Service Awareness
3. Allow Your Company to be Found by customers, prospects and potential employment candidates
Bert, please walk us through the LinkedIn Company Page, what’s important, what should people focus on and what they should avoid?
Bert –
LinkedIn company pages are broken down into six sections
1. Home
2. Careers
3. Products
4. Page Insights
5. Follower Insights
6. Employee Insights
As it is true with any kind of landing page – the LinkedIn Company Home page is incredibly important because it provides the first impression.
Make sure that you include a clear reason as to why someone should be interested in your company.
Talk about when the company was founded, who founded it and why.
Point out events or accomplishments that are noteworthy throughout the life of your company.
Take advantage of the news feed section. Be sure to post company updates, job postings and new hires.
Remember that this feed is your company’s way of communicating important messages to your audiences.
I always recommend that in those update posts you include a link back to your own company website since this is a terrify way to add back links from a trusted source while you help generate web traffic and leads to grow your business.
Bert – 24-hours after you post a company update you will start to see a few different metrics in grey.
These show the number of impressions, clicks and engagement percentage from your post.
These metrics are important because it allows you to better understand your audience. If something produces a great deal of engagement you can then try to replicate across other products or services.
Bert – There’s one more piece to this. It is important that you don’t simply forget about that post but rather Engage with the audience. Keep the conversation going by liking or commenting on updates.
That is so true, there are many companies that simply post on social media sites and expect the audience to interact with itself. Ignoring those who engage with you is always the wrong thing to do and frankly a waste of time for everyone.
Bert – I should point out that LinkedIn now allows you to interact using your company name and logo instead of as your individual profile.
That is a huge plus – and for some a lifesaver since they can delegate the task.
What can you tell me about the careers section of the LinkedIn Company Page?
I’ll start by pointing out that the careers section requires a paid subscription to LinkedIn.
If you work in a highly competitive field or want to be the company where everyone wants to work – The Careers page is essential.
This section allows you to help people understand your company’s culture. You can also showcase awards, map out career paths with your company, highlight your best employees and post jobs that target candidates using the automated job matching.
Not only can you reach thousands of professionals but you’ll also have the ability to see exactly who has viewed your job using real-time analytics. You can quickly find out how closely they match your job posting based on a 1-10 score and even dig further to see who the applicant is connected to on LinkedIn.
Great info – and just to restate this, the Careers section is a LinkedIn Paid Section…but it may be worth investing to further define a company page.
Let’s discuss the Products section a bit further. What can you highlight about this section for us?
Bert – The products tab is a great place to collect recommendations and display what you sell. My favorite point about this section is that it allows you to create links back to your own website to help drive traffic, generate leads and grow your business.
An important stat to point out here is that 70% of people follow links posted by friends and family.
Bert – I suspect that this is exactly why LinkedIn recommendations exist. These recommendations add a personal touch to a product or service that is not always there from a traditional marketing message.
And because each product or service can have it’s own picture, you can use that to display your call to action associated to that product or service.
Now let me ask you about Page Insights – what do they track and what’s the value behind them?
Bert - Page insights track page views and unique visitors on the overall company page as well as each of the individual tabs.
LinkedIn will also measure how many clicks your products or services have received as well as the number of members who are following your company.
The value to these metrics is in understanding who is visiting your company profile page and how much traffic is being generated for your website.
That’s pretty straightforward. Now talk to me about Follower Insights.
Bert – the follower statistics tab shows your company update engagement the follower demographics, the company update impressions and your follower progress broken down by recent users, new followers and member growth.
With these insights you are able to dig deeper into the page analytics by viewing engagements by clicks, likes, comments and shares.
And now the 6th and last section – Employee Insights
Bert – Employee Insights allow people to learn exactly which employees have new titles, which have departed recently and where did their existing employees come from along with the employee’s top skills or area of expertise.
This seems like a very useful tool for B2B (Business to Business) companies to use. You can quickly understand how much of the work or project you may be considering them for can actually be executed by them without strategic partnerships or other types of third-party arrangements. And on the other side, if you need strategic partnerships this seems like a great way to evaluate those potential partnerships.
How hard is it to set up a LinkedIn Company Page?
Bert – not hard at all but it is something that you should dedicate some time and put some thought behind.
Unlike other social media profiles, when you put together your LinkedIn Company Page you want to showcase your Company or Brand’s identity and persona.
Keeping true to your company’s brand in a professional way is key.
Now that we have a better understanding of a LinkedIn Company Page and how it can benefit our business we have to maintain it.
Bert – Maintaining the LinkedIn Company page once it’s been developed takes very little time. It is definitely not like Twitter where you have to stay on it all day to keep the conversation going. Posting once per day is just fine for LinkedIn.
At MediaOnQ we try to keep it to 1-2 times per day. Exceeding 3 posts per day is frankly a mistake because the quality and value of the post tends to get watered down.
Bert – I agree. Companies should focus on the value of the post to their audience. Posting one valuable post per day will generate more engagement over 6 useless or irrelevant posts. Always remember to bring some sort of value to your audience.
So it is fair to say that posting, monitoring, responding to comments and looking over the page analytics should take – 10 minutes per day.
Bert – Yes. If you have your posts planned out ahead of time you might even be able to cut that time down to 5 minutes per day.
Well there you have it – 5 to 10 minutes per day should be your time allotment to keep up with your company page in LinkedIn.
Bert, it is always a pleasure to have you on as co-host on the MediaOnQ podcast.
Why don’t you tell our listeners how to get a hold of you should they have comments or questions for you?
Bert - I may be reached via email at or on Twitter @ BertCue that is B E R T C U E.
Thank you for joining us today Bert – You have an open invitation to join us any time you’d like.
Bert – we covered a lot of information today. Will you be providing a transcript for our listeners?
Yes, absolutely – all the information that we covered will be available in the show notes and can be found at MediaOnQ.com
Thank you everyone for listening today. If you have any questions or comments about how to use LinkedIn for business or want to share our strategies, success stories or challenges when using LinkedIn we’d love to hear about them.
You can send feedback to .
If you found this information useful please subscribe on iTunes, Leave a Review and share it with a friend.
Join us next time where we’ll continue to discuss digital media branding and marketing techniques designed to help you compete in today’s web economy.
I’m Carlos Quintero owner and founder of MediaOnQ.com
Until next time, take care.