Win more business on LinkedIn by attracting better fit opportunities.
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People Do Business with People
Whenever I have conversations with people around LinkedIn Pages aka LinkedIn Company Pages often their first response is “people want to do business with people”. My standard response is “aren’t employees just people that all work at the same place?”
Whilst that argument can go around in circles, both sides essentially agree on the same thing. To get the most out of your company page and grow your business using LinkedIn, your business has to get personal.
In this context, personal for your business could also mean relatable, likeable or trustworthy. This is built on a solid foundation of your company values and forms part of your overall company branding strategy.
Top 4 Places on Company Pages To Share Your Company Values
- Cover Image – this is your LinkedIn billboard. Words, colours, images can all be used to convey a message. Don’t miss this opportunity to convey what your business values. For example, if sustainability is a core value a picture of nature could convey this message.
- Tagline – 120 characters to make a first impression so make it memorable. For example, the tagline for Good Trading Co is “Do Good Business with Good People”. It signals our intent to the reader.
- Company Page Overview – your business values will set the language and tone. Spend some time here to go into a deep dive on not just what your company does, but also what distinguishes your business from your competitors. Write this with your ideal client in mind from their perspective.
- Content – this will be your key focus area. Whether it is a short form post, long-form LinkedIn Article, LinkedIn Lives or video content you want to make sure the values of your company align with your content. Misalignment will cause potential clients to distrust your business.
For more in-depth content strategies for your LinkedIn Company Page, please go and check out the world’s first book on LinkedIn Company Pages co-authored by Michelle J Raymond and Lynnaire Johnston.
Business Gold: Build Awareness, Authority and Advantage with LinkedIn Company Pages can be bought here on Amazon.
The below video is a LinkedIn Live that I created to share the back story of how I started Good Trading Co.
Good Trading Co Values
Good Trading Co exists today because I no longer wanted to work for anyone that didn’t share my personal work values and ethics. I had just quit my high paying job on the spot that I loved because the company owner renigged on a multi-million dollar deal I had secured.
The word “Good” in my business name was very deliberately chosen. To remind me that I never wanted to be involved in anything like that again. That my business would be a stand for doing things the right way.
The Good Trading Co Company Page content acts as a beacon to attract the types of people and companies we want to work with. Our aim is to attract companies that share our business values of –
- Operating authentically,
- Acting with integrity,
- Have a clear purpose or goal.
We mentioned before our tagline “Doing Good Business with Good People,” this is the core driver of everything we do at Good Trading Co.
You will see this message recurring through the company page content and also employee personal content. It is a daily reminder both internally and externally of what we stand for.
Win more Business on LinkedIn By Attracting Better Fit Opportunities
When you highlight what your business values and attract your ideal clients who share these values, the whole process becomes easier and delivers results both in the short and long term. Some of these benefits include –
Higher close rates – before these clients reach out they have typically already decided they want to work with your company and it’s more the details around logistics they will have questions on.
Less client turnover – having aligned values upfront gives you a much higher success rate in the long term as you aren’t trying to fit the square peg into a round hole so to speak.
More fun – business should be enjoyable. Ever found your business working with a client that was the wrong fit? Notice how they take up all your thoughts, your time and your resources. It impacts other areas and clients and has you wondering if it’s actually worth the effort. (Hint – it’s not!)
Stand Out from the crowd – the digital space is extremely competitive. There are very few true monopolies in business. You are going to need to play to your business strengths and really show what distinguishes your business from others. Be top of mind for the right reasons so when your ideal client is ready to buy your company is the obvious choice.
This is your year to grow your business! No more letting your business blend into the background.
If you are struggling to articulate your company values, coming up with a content strategy or just like the idea of having an accountability partner to help keep you on track, then Good Trading Co is here to help.
Book a free intro call so we can discuss how best we can serve you here.
Michelle J Raymond is the Chief LinkedIn Strategist at her company Good Trading Co and a founding member of the LinkedIn Small Business Advisory Council for LinkedIn Pages. Michelle specialises in helping small to medium business owners make a real impact in business. As a leading global authority on LinkedIn Pages, her passion is to change the world by doing good business with good people.