// Building a Following on LinkedIn – Learning from the Best of the Best – Enervision Media

One of the most effective ways to get inspiration for any marketing or social media program is to look at the best of the best. Many people are aware of the Company Profile option on LinkedIn and have done a good job creating a few tabs about their company, products and services. It can be a nice “directory listing” that LinkedIn users can go to check your company out without having to link through to your website. Setting up a company profile is a must-do for B2B businesses because it is a free and easy opportunity to put your best foot forward in this business-oriented social venue.

But getting back to the idea of learning from the “best of the best,” Dell has taken the concept of content marketing and married it to the Status Update function on their LinkedIn company profile page, and come up with a winning strategy. Dell has almost 670,000 followers on their LinkedIn company profile page! These would be very impressive numbers on Facebook or Twitter, but something most companies would not even strive for on LinkedIn – and, frankly, you have to ask yourself why not? If you are a B2B company, the strongest concentration of potential customers is on LinkedIn so this the ideal place to overachieve.

So how has Dell achieved their success on LinkedIn? They post links to at least 1 – 2 articles per day on their LinkedIn company profile page. The articles are well-written, include images or links to Dell-produced videos, and cover a wide range of topics to appeal to a broad audience. Dell has the budget to hire writers, and other content producers to turn out the volume that they have, but smaller companies who are making a commitment to a regular blog can imitate if not replicate what Dell has done.

Upping your commitment to blog posts from one to two or three times per week not only makes your blog more relevant to search engines, but also provides more frequent content for social sites like LinkedIn. You could create more posts by training a few staff members on how to write a blog and have each write one blog on a weekly basis and double or triple your output. You could seek out students who are journalism majors and pay them to write for you. Most colleges have student employment offices or online sites where you can research the going rate for writing assignments and can list job opportunities. As a small company, getting 670,000 followers would be like winning the lottery, but set your sights on 50, 100, then 150 followers, see which updates get the most attention and use that feedback to be even more successful.

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