You may have heard that a LinkedIn Company Page is not the most effective way to generate leads or business on LinkedIn.
Your LinkedIn Company Page will never replace your LinkedIn personal profile in its importance and ability to generate new leads. Still, 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 to create a LinkedIn Company Page, I will show you how to set up a fully optimized one.
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 +.
This opens a page where 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.
Finally, you will need to check the box to verify you are an official representative of the company and click the Create page button.
Once you have created your page, you can go to the Overview section to fill out or update your details.
Start by adding a cover image.
Click on the Update cover image icon. Here, you can upload, reposition or delete the image. The ideal dimensions of your cover image are 1536 X 768 pixels.
Next, add your company logo in the logo box. Simply click on the edit arrow beside the logo image box. For best results, make the logo image 300 X 300 pixels.
You can edit the name of your Company Page by clicking the edit arrow beside your name.
Next, add 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 Current 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.
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.
Below this section is an area where you can add some basic info about your company.
First, add your company’s website. This is required in order to publish your Company Page.
Next, fill out your company size, industry, year founded and company type.
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.
You can add up to 3 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.
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.
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 Page 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 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 Updates in the top navigation menu.
To post your update, type your text or a link to an article into the update box.
You can also include the following in your post:
- 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.
Before hitting Post, you can choose with whom you want to share your post. You can set it to Public or Targeted Audience. You can also allow people to post comments, which I would advise you to do, as engagement requires a two-way dialogue.
To target your audience, you can use a number of filters, such as:
- job function
- company size
- seniority level
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.
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:
Company page visitors
The Visitors page shows information about visitors who engage with your page. The data graphs give you an overview of Traffic Metrics and Visitor Demographics. You can filter that data by different parameters.
For example, the following are visitor demographics filters:
- job function
- 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:
- unique impressions
- social engagement %
Company page followers
The last analytics page you can visit gives you data on your page followers. You can see your follower highlights, gains and demographics at the top of the page.
The demographics can be filtered by:
- job function
- company size
- employment status
It is easy to create a LinkedIn Company Page
When you create your 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.
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