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LinkedIn: Leveraging a Powerful Business Platform

A Guide to Sharing Your US Builders Review Feature on LinkedIn

LinkedIn is sometimes an afterthought in social media strategy, second in priority to networks like Facebook and Twitter. But the fact is LinkedIn is much more than a place for job hunters; it has evolved into a platform for content marketing. With this content component, LinkedIn has become an effective tool for generating new business leads, developing referral relationships, connecting existing employees and more.

With more than 225 million members worldwide and the ability to connect with target audiences, your business is losing out on valuable word-of-mouth opportunities and impressions if you’re not making the most of your LinkedIn presence.

Rethinking LinkedIn

Here are a few reasons why you should be regularly posting updates to LinkedIn and why your US Builders Review feature article and LinkedIn are a match made in marketing heaven.

Your US Builders Review feature is a high-quality content tool that can be used on LinkedIn to:

  • Attract business partners, vendors and subcontractors looking to do business with your company.
  • Grab the attention of prospective talent eyeing your company page.
  • Differentiate yourself from competitors.
  • Position your business as a thought leader.
  • Engage existing employees and update them on recent happenings and exciting news.

2 ways to post your US Builders Review feature

Now it’s time to post! As a LinkedIn page admin you can share your feature article two ways:

1.) Share as an update on your company page

Posting regular company updates is an effective way to start a conversation with LinkedIn users who are following your company — it’s also a way to gain new followers and drum up more word of mouth for your business.

Step 1: Copy and paste your case study URL into the “Share an update” box on your LinkedIn company page.

Step 2: Write a headline that summarizes the update. Example: “Check out the US Builders Review Feature article on McCormick Paint’s >> (URL goes here)”

This slideshow offers some helpful tips for writing compelling company update headlines.

LinkedIn company update

Step 3: Edit the update preview. An image from your case study will populate when you paste the URL; you can change the image if you want by clicking in the right corner of the thumbnail and uploading a new one.

You can also edit the short description. Make sure the short description has key information relevant to the post. If you don’t edit the preview the URL will just grab the first couple sentences from your feature article.

Step 4: Choose your audience. You can send the update out to your followers or select a target audience, narrowing it down to industry, company size, geography and more.

LinkedIn audience

Step 5: Share! Once you have published your company update followers can like, comment or share the update. These interactions can be seen by their networks, exposing you to a greater audience. By using the “Analytics” tab you can see how many impressions, clicks, interactions and followers acquired by your updates.

If something is performing well, you can opt to sponsor an update using LinkedIn Marketing Solutions, but that’s a whole other blog topic…

Need more of a visual? This video by LinkedIn Marketing Solutions also outlines company update steps.

2.) Publish a post on your personal LinkedIn and link to your company

OK, maybe your business’ social marketing strategy is not there yet and you haven’t created a company LinkedIn page — while you should, option two is sharing an update on your personal LinkedIn page.

Step 1: Go to your personal LinkedIn profile and click “Write a New Post.”

Step 2: Write a headline. Example: “US Builders Review Features Coastland”

Step 3: Write a description that announces the news as seen in this example. Be sure to link to your company’s website and the case study URL.

Step 4: Add a header image. LinkedIn suggests an image size of 700×400 pixels.

Step 5: At the bottom of the new post page click the small tag icon to add keyword tags so it’s easier for people to find your post when searching a certain topic on LinkedIn.

LinkedIn post

LinkedIn also provides insights for your personal posts, including where traffic is coming from and what types of professionals are looking at your posts.

LinkedIn Insights

Follow these steps and get your company conversation started today while boosting your business with LinkedIn’s free content marketing tools.

Testimonials

I’m blown away with the value that could come out of our partnership through this article. Working with the US Builders Review team is something that I have never experienced before and every day I feel even more privileged to be with EJH Construction, I never take for granted the opportunities that have come my way.  I am so excited about what our future looks like based on the relationship that has been built with the US Builders Review team.
Jennifer Wilhelmsen – Director of Human Resources, EJH Construction Inc.
I was contacted as a nominee for the Greenbuild Editor’s Choice 2016 recognition and I couldn’t have asked for a better experience. Working with US Builders Review has been a blessing for my company. Erica Berry took an awesome interview in the initial call as she gathered data for the article. She was concerned about how we became us, and she made me feel important by listening and taking notes. Then there is Ian Nichols who made me feel so comfortable in sharing my story, and Molly Shaw who interviewed me as well, as she was getting ready to create an awesome article about my company -- and I must say she nailed it on the first run! What a pleasure it has been to work with everyone. This feature on Container Homes USA will help me push the company into the forefront at the Greenbuild Expo 2016.
— Derrick C. W. Childs, Director Construction & Design, Container Homes USA
The process was simple: we were provided questions that the writers wanted to discuss, we were interviewed, and then we got to see a few drafts before the final version went to print. Given the quality of this publication, on behalf of Giroux, I can assure everyone that all of my partners would be happy to participate in similar articles in the future.
— Barbara Kotsos, Director of Marketing & PR, Giroux Glass
Thank you all your efforts in putting together such a great article about our company in US Builders Review. DH Construction appreciates the professional manner in which your team worked with us to achieve the stateside exposure we were after; especially taking the time to get all of the facts correct. In short, the article was extremely well put together and we have already received a great deal of feedback, interest, and compliments as a result of the piece. Once again, we appreciate all the effort, and without a doubt, we will not hesitate to work with your organization again in the future.
— Daniel Harrigan, Principal, DH Construction
The final product was an exceptionally well written and thorough story integrated with many of our project photos. It is a great endorsement of our company and our work that we are promoting on our website and through social media. We were impressed with the quality of the editorial and the professional follow-through.
— Susan Howell, Marketing Director for Howell Custom Building Group
It was an absolute pleasure to work with the writers and editorial team at TrueLine Publishing for our recent article in US Builders Review. From the start of the project, it was apparent that everyone involved was very concerned with accuracy and getting the facts right. They were also very conscientious about soliciting our feedback and ensuring that we were happy with the content and with the manner in which Giroux Glass was described in the finalized piece.
— Barbara Kotsos, Director of Marketing & PR, Giroux Glass
My experience with US Builders Review was positive from start to finish. The staff conducted each interaction with the utmost professionalism, whether over the phone or by email. Beginning with the initial telephone interview US Builders Review carefully gathered information to form a draft document then incorporated my minimal edits required to achieve factual accuracy in the finished article. US Builders Review is a pleasure to work with.
— Tim Craddock, President, Vansant & Gusler Inc.
I would like to commend the US Builders Review staff for their work in developing and writing a fantastic article for Miller Contracting Group, Inc. It was truly a pleasure to work with their professional and well organized staff.
— Chuck Daniels, Business Manager, Miller Contracting Group Inc.
Working with Kyle at TrueLine Publishing was a great experience. We are quite pleased with how the article about Souder Brothers turned out. The magazine article and photo spread is going to be a very effective tool to use in our marketing. If you have the opportunity to be featured in a project like this, I would recommend doing it. Kyle and his team made the whole process very smooth and we are happy to have been a part of the latest edition of US Builders Review.
— Corinne Schaffer, Project Manager, Souder Brothers Construction
What a great team US Builders has put in place! Having worked with Victor Martins a few years back, I was pleasantly surprised that he remembered our experience and contacted us again about an updated article. Not only did Victor brainstorm with me about content that would resonate with readers, but he assigned an excellent writer, Molly Shaw, to our account. Her interview with my client, Bardi Heating Cooling & Plumbing, was professional and succinct; as was her writing style. We had very few edits and were pleased not only with the article, but how well it was enhanced by color photos. Much appreciated!
— Karen Bird, Owner of Strategic Marketing Services, Bardi Heating Cooling & Plumbing

LATEST EDITION

Spring 2018

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