Company Pages are an inherent element of LinkedIn’s landscape. By the end of 2018, there was already over 30 million of them, and if you are a LinkedIn user, you likely follow at least a couple.
Their continuously rising popularity among marketers is proof that they’re one of the best tools you can incorporate into your digital marketing strategy. Why do they generate such good results, though?
The answer to this question is pretty simple. LinkedIn Company Pages embody the idea behind all social media platforms: creating communities around ideas, people and, in this case, brands.
In this article, you’ll learn how to easily set up your own Company Page that will work towards growing a community around your brand on the platform.
Create a Company Page step by step
Assuming that you already own a LinkedIn profile, all you need to do to start the process of creating a Page for your company is click the Work dropdown menu in the upper right corner of your screen and choose the Create a Company Page button.
From there, LinkedIn will guide you through creating a LinkedIn company page in a few intuitive steps. Let’s break down this process to make sure that you get all of this right on the first go.
First, you will be asked to pick the right company size for your Page. For the purpose of this article, let’s go with a small business. After clicking the button that represents your company size, you’ll be taken to the main form where you will have to fill in the basic details about your company.
Type in your company’s name and LinkedIn public URL. Check twice for typos here because LinkedIn members and search engines will use this unique URL to find your page. The next field is for your website’s URL – fill it in to connect your site with your new page on LinkedIn.
The next step is filling in some company details. LinkedIn makes the process simple by suggesting answers in dropdown menus. When completing this step, make sure to select your main industry carefully as this will influence your page’s future performance in terms of reaching the right audience.
In the second dropdown menu, specify the size of your company. The last one in this section is the company type dropdown. Click the one that best suits your business’s actual legal status. At the bottom of the page, you can upload your 300×300 pixel logo.
The last piece of information you will be asked to input here is your company’s tagline. It should briefly describe what your company does. You can get creative here, but remember to keep this part brief.
Finally, check the verification box at the bottom of the page, and there you go! You’ve just created your new Company Page. Congratulations!
Now let’s take a look at the solutions LinkedIn offers to make your page look and work even better!
Optimizing your LinkedIn company page
Creating a new tool to add to your social media marketing strategy feels good, doesn’t it? Now it’s time to make the most of it.
Once you go to your freshly created LinkedIn Page, a progress bar at the top of your screen will tell you how far are you from perfection. In this section, we’ll take a look at how you can reach 100%.
Let’s start with the description box. Once you click the Add description button, a new dialog will appear. Titled Edit, it serves as a control center for adding and revising information about your company.
The first thing to do here is choosing whether you’d like to have a custom button on your page or not. We strongly recommend adding one even if none of the options available in the dropdown menu (visit website, contact us, learn more, register, sign up) perfectly match your Page’s purpose. A custom button will help LinkedIn users get one step closer to your product or service and can effectively help you guide them down the sales funnel – it’s definitely at least worth a try.
We can move to the next part of the optimization process. The ‘About’ section is where you can add a more specific overview of your company. This is where you should describe your company’s main goals and values or provide some basic information about your products and services. Make sure you include all the crucial information about your business activity, but try to keep it concise.
Below you will be asked to provide your telephone number as well as the year your company was founded. Finally, you will be asked to add specialties – if you have any. Specialties further describe your business, but they also serve as keywords and adding ones that really suit your company will help you make your Page more discoverable to other LinkedIn members.
The next sections are rather straightforward. Add your company’s location and jump to the hashtags tab. Company hashtags are another feature designed to make your page discoverable, so fill it in with words and phrases relating to your business.
In the remaining tabs, you can add featured groups (the LinkedIn groups you want to showcase on your page) and add language versions of your page. These may come in handy further down the line, but if you don’t have anything to put there yet, don’t worry – you’ll get there eventually!
Finally, the fun part – adding a cover image to your Page. The recommended dimensions for a perfect LinkedIn Page photo are 1536px X 768px. It’s best if you make the cover photo simple and corresponding to your profile picture. Use a LinkedIn background photo maker to make sure your aesthetics are on point.
You are now ready to post your first update. Say hello to the LinkedIn community by briefly introducing your company. One way to do this is to post an update about one of your recent projects. Don’t forget to add an image or a short video to your first update – research found that posts with images gather up to 98% more comments than text-only updates.
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Follow best practices for LinkedIn Company Pages
Completing your Company Page setup is just the first step towards success on LinkedIn. Here is a list of best practices you should follow to make sure that a professional community does, in fact, form around your brand.
1. Share content on a regular basis
Brands that post weekly see a considerable lift in engagement. If you’re not always sure what to post, use LinkedIn content suggestions to get inspired.
2. Create a Showcase Page
This tool enables you to highlight different units of your company or individual projects. By narrowing down the scope of what you feature on a Showcase Page you can share the most relevant content with your key target audience.
3. Engage your employees
Encourage your employees to use their personal profiles to uplift the company page – likes, comments, and shares from employees can help you get your content in front of new audiences. Don’t be afraid to ask for some help. Personal profiles have up to 10 times more social reach so this practice is definitely worth a shot!
4. Use LinkedIn Career Pages
If you’re planning to implement LinkedIn into your hiring strategy, use LinkedIn career pages. It is the best place to showcase your company as an employer worth working for.
5. Use LinkedIn targeting
Reaching the right people is vital to any business. LinkedIn gives you an opportunity to do just that for free! Sometimes you may produce a blog post that is designed for a very specific audience. It is a good idea to share it in a LinkedIn update and take advantage of the organic targeting options. To reach your target audience, prepare your post and use the dropdown menu under your profile’s name.
You’ll jump to the targeting section where you can choose to target people based on their characteristics, including:
- Language
- Job Function
- Industry
- University
- Seniority
- Region
- Location
- Company Size
If this is not enough and you need some more advanced options, you may want to consider using LinkedIn Ads.
Wrap up
Company pages on LinkedIn are a really powerful tool for B2B marketing as well as employer marketing. Don’t overlook the potential of growing your brand on social media as some of the best opportunities often hide in the LinkedIn newsfeed. A well-optimized LinkedIn Company Page is a great starting point to conquer the professional network – nothing is stopping you now!
