Posted on July 2, 2012 by Mark Bower of Cube Social

As a B2B company you probably already have a basic LinkedIn Company Page with a company overview and list of employees. What you’re probably not doing though is making use of the Products and Services section to market your offerings. And yet this is the most important part of a LinkedIn Company Page.

1. List Your Products and Services

The first thing you need to do is fire up your products and services page. Until recently, you could only add products, but now you can list services too it’s ideal for the professional and financial services industry.

2. Add each of your services and an image for each one too.

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3. Get Recommendations

The most powerful part of LinkedIn’s company page is the recommendations. In LinkedIn, people can’t recommend or review companies – only products and services. When a prospective client visits your page, they see recommendations from people they know right next to your offerings.

Get into the habit of requesting recommendations from clients at the end of each piece of work.

4. Add a Banner

LinkedIn lets you create what are effectively three free banner adverts on your page. (Try saying that quickly!) For each one you can add a link to a landing page on your website where you can funnel the lead to take whatever action you want (e.g. Sign-up for your newsletter)

5. Add Video

You can add a YouTube video for each product or service: Showcase your offerings, show video testimonials from clients or show a video case study. Your objective should be to encourage viewers to become a lead. Think about what specific action you would like the viewer to take after watching the video and explicitly include that call to action in the video itself. The call to action could be as straight-forward as asking the viewer to follow your company on LinkedIn.
Post Status Updates

Regularly post news and status updates on your LinkedIn company page. Think about what would be interesting to your audience – post company news, blog posts, product offers and relevant third party articles. Use it to showcase your expertise, show a little of your organisation’s personality and of course, market your services.

Do have anything to add to this list?