How to Create a LinkedIn Company Page

When it comes to lead generation and building business relationships online that turn a profit, nothing is more effective than taking the personal approach on LinkedIn.

But that doesn’t mean you ignore every other weapon in your arsenal.

Having a LinkedIn company page on its own isn’t going to score you any great wins, but if lead generation on LinkedIn is a priority for you, a company page is essential in boosting your credibility and professionalism – which are two key pieces to successful lead generation.

Just to be clear, your LinkedIn Company Page will never replace your LinkedIn personal profile in its importance and ability to generate new leads. I have written about this very fact, comparing the effectiveness of a LinkedIn personal profile versus a company page.

However, your business will greatly benefit from having one for several reasons:

• It looks professional. Whether you are a large company or a one-person show, if a potential prospect looks for your Company Page and doesn’t find it, it will not help your credibility.

• No more grey box. Having a completed LinkedIn Company Page with a proper logo will ensure your company is well represented and looks legitimate on:
  • your Company Page
  • your profile
  • your employees’ profiles,
  • in the search results.

• More opportunities to be found. Having a company page provides additional ways for prospects to find you and your content on LinkedIn.

• Your employees can be connected to it. This provides you with great organic exposure, especially if you have a large company with many employees. In addition, your Company Page becomes a clickable link within each personal profile.

• LinkedIn advertising. While advertising on LinkedIn can be more expensive than on other social platforms, you can target your ads to people who may not be spending time on other social platforms, such as high-level executives. With the right LinkedIn advertising campaign, you can get your message in front of key decision-makers, making it a worthwhile investment.

Now that you know why you need one, I will show you how to set up a LinkedIn Company Page, that is optimized for search and is professional in appearance.

Create or Edit Your LinkedIn Company Page

To create a Company Page on LinkedIn, click on Work in the top navigation bar. At the bottom of the menu, click Create a Company Page +.

Next, choose your page type:

• Small business (fewer than 200 employees)
• Medium to large business (more than 200 employees)
• Showcase page (sub-pages associated with an existing page)
• Educational institution (schools and universities)

Once you select your page type, you can begin creating your LinkedIn Company Page.

Start by entering the name of your company. LinkedIn will let you know if that name is already used. If it is, you will need to modify it to something unique. You can easily do this by adding your location. Keep in mind that you are limited to 100 characters.

Adding your company name will auto-fill your LinkedIn Public URL using your company name. You can edit this, but it must still be unique. For ease and consistent branding, it is usually in your best interest to keep this as your company name.

The last field in the top section allows you to add the link to your company website.

In the second section, you must fill in your Company details.  Choose the appropriate choice for your:

• Industry
• Company size
• Company type

The last section of your page details allows you to upload your company logo and add a tagline.

For best results, make the logo image 300 X 300 pixels. It must be a JPEG or PNG format.

Your tagline is like a headline for a business page. You have 120 characters to write it.

LinkedIn guideline for the tagline is:

Use your tagline to briefly describe what your company does. This can be changed later.

Finally, check the box to verify you are an official representative of the company. You will see a preview of your page on the right-hand side. If you are happy with it, click the Create page button.

Complete your LinkedIn Company Page

Start by adding a cover image.

Click on the pencil icon, representing the edit function. Here, you can upload, reposition or delete the image. The ideal dimensions of your cover image are 1536 X 768 pixels.

You can add or edit the rest of your Company Page information by clicking the Edit Page button to the right of your company name.

Select Page info in the navigation area on the left, and make your changes to the name, logo and tagline of your Company Page.

Go to the Overview section in the navigation area on the left to fill in or update your details.

This includes adding a company description – it’s a requirement. Your description must be between 250 and 2,000 characters long, including spaces. I would advise you to use as many characters as possible.

When writing your description, share information about:

• your company
• your products and/or services
• your ideal clients
• problems you solve for your ideal clients.

The Experience section in your personal profile will have similar information. Ensure your description speaks to your ideal clients.

Begin with a paragraph or two describing your company, speaking to its credibility in your industry. Share the most compelling information about your company here. You can also highlight the benefits clients receive when working with your company.

You can also list the key products or services you provide. Include a call to action at the bottom of your description, telling people what you want them to do next.

Below this, you can add or edit the following information about your company:

• Website
• Phone
• Industry
• Company size
• Company type
• Year founded

In the next section, you can add up to 20 specialties for your company. These are similar to skills in your personal profile. Think of keywords you want to be found for, reflecting what your company offers.

If you are based in a specific location or have more than one location, you can add this in the locations section when you create a LinkedIn Company Page.

Add up to three hashtags to your company page. This will allow you, as your page, to like, comment on or reshare posts that include this hashtag.

You can add up to 10 LinkedIn groups, if your company runs any, under the Featured groups section.

Finally, you can set or change the language of your LinkedIn Company Page.

Add a custom CTA button to your LinkedIn Company Page

Take advantage of the custom call-to-action (CTA) button on your Company Page.

To add or edit your CTA button, click the Edit Page button to the right of your company name.

Go to Buttons in the navigation panel located on the left.

Here, you can select which call to action you want to add. You have a choice of the following CTAs:

• Contact us
• Learn more
• Register
• Sign up
• Visit website

Below the button name, you can add the link to the page you wish to direct your visitors to. You will also see a preview of your button under this.

Be sure to turn your CTA button on once you finish setting it up.

Example of a LinkedIn Company Page to model

You can use my LinkedIn Company Page for Top Dog Social Media as a model to follow. Click here to view it. While you’re there, please click Follow to get more updates with posts like this in your LinkedIn newsfeed.

Much of the content I include in the description section of the Top Dog Social Media company page can be found on the About page of my website. If you have an About Us page on your website, it will likely include the content ideal for the description of your LinkedIn Company Page.

Here is handy infographic to help you get your LinkedIn company page up quickly.

Adding admins to your LinkedIn Company Page

You can easily add or remove page administrators. To do this, click the Admin tools dropdown menu, located on the right side of the top navigation bar. Once you open the dropdown menu, select Manage admins.

A pop-up window will open.

You must be connected to the person you want to add as a new administrator. Type the name of the person in the field provided. Their name and image will pop up. Click on this, and then click Save changes in the bottom right corner.

To remove an admin, simply click the Remove admin beside their name, and click Save changes.

Engage and add your employees to your LinkedIn Company Page

Once your LinkedIn Company Page is complete, share it with your employees.

Your employees can be your best brand advocates. Encourage them to add their current positions at your company to their profiles. This will automatically make them followers of your page, featuring your LinkedIn Company Page on their profiles, helping to drive more traffic to it.

If you or your employees do not have a clickable link to your Company Page, go to the Experience section of your profile to change that.

First, remove the current company name from the Company field. Next, begin typing your company name again. Now, the name of your company should pop up with your logo and info. Click on this. Edit anything else you would like within your Current Experience section, and click Save.

Now, your company logo will appear on the top left side of your current experience. Both your company name and the logo link directly to your Company Page, should anyone click on them.

Sharing content on LinkedIn Company Pages

Once your LinkedIn Company Page is complete, add some valuable, high quality content to it. This will help you build trust and establish your expertise with your potential or existing followers.

Posting an update on your Company Page is similar to posting a status update on your personal profile.

Go to Home in the top navigation menu.

To post your update, type your text or a link to an article into the Start a post box.

You can also include the following in your post:

• images
• videos
• documents
• two or three appropriate hashtags – these will help your post show up in the search results for those search terms, even for people who do not follow your company
• tags for individuals or companies by using an “@” symbol before their names.

To share a document, upload it from the cloud, using Dropbox, Google Drive or OneDrive, or your device. Keep in mind, LinkedIn members will be able to download that document as a PDF.

Before hitting Post, you can choose with whom you want to share your post. You can set it to Anyone or Targeted Audience. You can also go into the Advanced Settings and allow or disallow people to post comments.  I would advise you to allow comments, as engagement requires a two-way dialogue.

If you want to create a specific audience for your post, you can use a number of filters:

• Language
• Job function
• University
• Seniority
• Region
• Location
• Company size
• Industry

This makes it easier to ensure only those who find your post of value will see it in their newsfeeds.

In some cases, you may want to pin a specific update to the top of your page. To do this, click the three dots in the top right corner of any post, and select Pin to top.

Get additional views and shares for your status update by notifying your employees of the update. Do this by clicking the Notify Employees button at the top of the post and then click Yes when prompted.

LinkedIn Content Suggestions

Sharing content is one of the simplest, most effective ways to build trust and authority with your audience. And doing so keeps you top of mind with your prospects and constantly positions you as both a thought leader and a problem solver.

The great thing about LinkedIn is there is a wealth of good content just waiting to be shared!

Under Content in the top navigation, LinkedIn will suggest content created by others – curated content – that you can share from your Company page.

If you wish to share a piece of content, start by selecting your audience. Your audience filters must leave you with an audience size of at least 300+ members.

You can narrow your audience by using the following filters:

• All LinkedIn members
• Page followers
• Employees
• Industry
• Location
• Job Function
• Seniority

Once you narrow down your audience, you can search for a topic or use one of the topics LinkedIn suggests. This will provide you with a list of potential articles you can share.

To help you choose the right content to share, LinkedIn also provides information about each article, including:

• Name
• Intro
• Engagement rate
• Topic keywords

When you are ready to share an article, click the share button, add your perspective, tags and hashtags, and click the Post button.

LinkedIn Company Page analytics

LinkedIn also provides a helpful analytics tool within Company Pages. It is an excellent tool to help you understand not only who is following and visiting your page but also what content is being engaged with most.

To check out your Company Analytics Page, go to your Company Page, and click Analytics in the navigation. Select from:

• Visitors
• Updates
• Followers

Company Page visitors

The Visitors page shows information about visitors who engage with your page. The data graphs give you an overview of Visitor Metrics and Visitor Demographics. You can filter that data by different parameters.

For example, the following are visitor demographics filters:

• Time range
• Job function
• Location
• Seniority
• Industry
• Company size

Company Page updates

The next section shows how people are engaging with your updates. It gives you highlights at the top of the page as well as more detailed engagement metrics. You can break them down by filters such as:

• Time range
• Impressions
• Unique impressions
• Clicks
• Reactions
• Comments
• Shares
• Engagement rate

Company Page followers

The last analytics page gives you data on your page followers, including your follower list, highlights, metrics, demographics and companies.

The demographics can be filtered by:

• Location
• Job function
• Seniority
• Industry
• Company size

Company Page activity

Find out who interacted with your page as well as your Company Page posts by navigating to Activity in the top navigation bar.

Here, you can see when LinkedIn members react to, share, comment on or mention your Company Page. Click on a specific notification to be taken to that engagement to see it in full and to respond to it.

It is easy to create a LinkedIn Company Page

When you create your LinkedIn Company Page, set reasonable goals and expectations about its usefulness.

While having a LinkedIn Company Page is no longer a “nice to have” option for most businesses, both time and money may be required to help it achieve your goals.

Ultimately, your Company Page is one more place for potential prospects to learn more about your company and ways you can help them overcome their specific problems or challenges.

Would you like to have your LinkedIn Company Page created by experts? You can turn this over to us! We specialize in creating powerful and compelling LinkedIn personal profiles and company pages. Click here to contact us.