You may have heard that a LinkedIn Company Page is not the most effective way to generate leads or business on LinkedIn.
Even though you may not generate a lot of business when you create a LinkedIn Company Page, it doesn’t mean that your business shouldn’t have one.
While LinkedIn Company Pages will never replace your LinkedIn personal profile in importance and the ability to generate new leads, there are a number of reasons and benefits as to why you should have one for your company:
- It looks professional. Whether you are a large company or a one-man show, if a potential prospect, customer or connection wants to learn more about your company and they can’t find it when they search, this will not instill trust or establish your credibility in your industry.
- No more grey box. Having a completed LinkedIn Company Page with a proper logo will ensure that your company is well represented and looks legitimate on your company page itself, and on both your own and your employees’ profile pages, or anywhere else it happens to show up 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 LinkedIn advertising can be more expensive than other social platforms, you are able to highly target your ads to people that may not be spending time on other social platforms such as high-level executives. Getting your message in front of key decision makers could make it a worthy investment if you set up the right LinkedIn advertising campaign.
Now that you know why you need to create a LinkedIn Company Page, I will show you how to set one up and fully optimize it.
Create or Edit Your LinkedIn Company Page
To create a Company Page on LinkedIn, click on Work in the top navigation bar and at the bottom of the menu, click Create a Company Page +.
This opens up a page where you can begin the process of 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 unused. 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 something that has not already been used. Keep in mind that it is usually in your best interest to keep this as your company name, for ease and consistent branding.
Finally, you will need check the box to verify that 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. Simply click on the Update cover image icon. Here you can upload an image, reposition the image or delete it. When adding your cover image, it will look best at the correct image size of 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, your logo should be 300 X 300 pixels.
You can edit the name of your company page, by clicking the edit arrow beside your name.
Next you will need to add a company description. In order to publish your company page, you are required to include a company description. Your description must be between 250 and 2000 characters long, including spaces. I would advise you to use as many characters as possible.
When writing your description, shar information about your company, your products and services, but also include information about who your ideal clients are and the problems you solve for them. This is similar to when you write your Current Experience for your personal profile. Ensure that your description speaks to your ideal clients.
First, begin with a paragraph or two that highlights your company and anything that positions its credibility in your industry. Share the most compelling information about your company here. You can also provide information that highlights the benefits clients receive in working with your company.
You can also list the key products or services you provide. Be sure to also include a call to action at the bottom of your description. Tell 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 on your personal profile. You want to think of keywords that reflect what your company offers and that you want to be found for.
Below this 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.
You can then go on to 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 also add this in the locations section when you create a LinkedIn Company Page.
If your company runs any LinkedIn groups, you can add up to 3 of them 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 view 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 like this into your LinkedIn newsfeed.
You will notice that a lot of the content I include in the description section of the Top Dog Social Media company page can be found on the About page from my website. If you have an About Us page on your website, it will likely include the exact type of content that would be 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.
This will open a pop-up window.
To add 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. You must be connected to the person, in order to add them.
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
After your LinkedIn Company Page is complete, begin by sharing it with your employees.
As your employees can be your best brand advocates, encourage them to add their current position at your company to their profile. This will automatically make them followers of your page and feature your LinkedIn Company Page right on their profile, helping to drive more traffic to it.
If you (or your employees) do not have a clickable link to your company page, start by going to your profile and scroll down to the Experience section.
Edit your current experience by removing the current company name that is there. In the Company field, begin by typing in your company’s name again. Now a name should pop up with your logo and info. Click on this. Edit anything else you would like to your current experience information 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 it.
Sharing Content on LinkedIn Company Pages
Once your LinkedIn Company Page is complete, you will want to add some valuable, high quality content to it. This will help you to 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.
To post your update, add your text or a link to an article into the update box. You can also include images or a video to your post. Include two or three appropriate hashtags to your post. This will help your post show up in the search results for those search terms, even for people do not follow your company already. You can also tag an individual or company buy using an “@” symbol before their name.
Before hitting Post, you can also change who your post is shared with. You can set it to Public or a Targeted Audience. You can also change whether people can post comments, which I would advise you to do, as engagement requires two-way dialogue.
The different filters available to target your audience with include:
- 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 not only help you understand who is following and visiting your page as well as 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. From there you can select from:
Company Page Visitors
The Visitors page shows information about visitors who engage with your page. There are graphs that provide you with an overview of Traffic Metrics and Visitor Demographics.
For example, the visitor demographics can be set to different filters such as:
- 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 it down by filters like:
- unique impressions
- social engagement %
Company Page Followers
The last analytics page you can visit breaks down your page followers. You can see your follower highlights at the top of the page as well as your follower gains and your follower demographics. The demographics can be filtered by:
- job function
- company size
- employment status
It is Easy to Create a LinkedIn Company Page
When you create a Company Page on LinkedIn, be sure to set reasonable goals or expectations about what it will help your business to achieve.
While having a LinkedIn Company Page is no longer a “nice to have” for most businesses, both time and money may be required to help it achieve your goals or expectations. Ultimately, your company page is one more place for potential prospects to learn more about your company and how you can help them overcome their specific problems or challenges.
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