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 discusses brand led business strategy and why it matters for B2B businesses in 2023.
B2B Growth Co Values
B2B Growth 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.
From day one our values have guided our ground breaking client work.
Every step of the way B2B GROWTH CO has been based on our mission to do “Good Business with Good People”. We are determined to be a company that delivers above the industry standard. Committed to bringing our clients innovative solutions to ensure they achieve their LinkedIn goals.
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 B2B Growth Co is here to help.
Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
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