By now, most businesses on LinkedIn have a Company Page — with over 433 million LinkedIn users, 80% of whom want to connect with companies (according to a LinkedIn Audience 360 Study), it simply makes sense — but many businesses are under utilizing this valuable tool. When used correctly, LinkedIn Company Pages can provide the ideal platform to extend your business’s reach and build your brand.
Why have a LinkedIn Company Page?
If you don’t already have a Company Page (and were not convinced by the statistics above), you may wonder whether you need one — why not simply use your personal LinkedIn profile to represent your brand, especially if you are a sole proprietor?
Depending on the industry and the products and services you offer, having a LinkedIn Profile may be enough. But if you are looking to expand your brand’s reach, or if you have multiple employees working for you, a Company Page helps take your business out of competition with individual Profiles and places it on the same playing field as other businesses on LinkedIn.
Unlike a LinkedIn Profile, a Company Page:
• Showcases your company and the skills and expertise of your team.
• Allows your employees to list your business as their employer. Their Profiles then link to your Company Page, turning your employees into brand ambassadors.
• Creates a company brand separate from your own professional brand. While your company’s brand reflects your professional brand and reputation, it also deserves to benefit from the expertise of your employees.
How to make a LinkedIn Company Page
A Company Page is a key component of your business’s brand on LinkedIn’s professional network and the internet as a whole. So how do you represent your business effectively? Begin by focusing on these 3 most important sections:
1. Cover Photo
The logo and cover photo are the first things people see when they visit your Company Page. As a result, they play a big role in enticing visitors to keep learning about your business. For your cover photo, choose or create an image that best represents your company, such as: a photo of your employees, your office, or another image that reflects your company’s brand values. You can also create a graphic that includes text relating to your business’s mission and vision.
2. Company Description
After the first impression delivered by your cover photo, the description should provide a clear, concise overview of your company. Remember that for some visitors, your Company Page will be their first experience with your business. The description should provide enough information to familiarize new prospects with what you do and encourage them to start interacting with your company.
Writing a company description is much like writing your LinkedIn Profile summary. Think about these questions:
• What does your company do, and what value do you offer to clients?
• What is your company’s vision and purpose (mission statement)?
• How did you develop your business and how has it grown over time?
Keep the description clear and concise — no more than 3 short paragraphs — and use language that is accessible to readers unfamiliar with the industry.
Company Pages are public by default, so the description will contribute to your company’s SEO (Search Engine Optimization) ranking. Google uses the first 156 characters of text on your Company Page as a preview in search results. Take advantage of this by using engaging, keyword-rich sentences within the first few lines of your description. Including keywords related to your industry, business, and area of expertise will also help members find you through LinkedIn Search.
Last but not least, fill out the company details below the description: company specialties, website, industry, type of company, locations, size, and more. The more of these basic details you provide, the more comfortable readers will be that they understand and trust your business.
Once you have created your Company Page, it provides the ideal platform for engaging with your target audience and building word of mouth awareness for your business through updates.
Try tailoring your updates to specific audiences by selecting a “targeted audience” instead of “all followers” when creating a post — you can target followers by geography, job function, industry, company size, seniority, or language preference. For example, if your company is hosting a local workshop, targeting followers in the area would help ensure that your post receives high-value impressions. Promote important content like the example above by “pinning” them to the top of your Updates feed to make them the first thing readers see when they visit your Company Page.
What kind of content should you share to Company Page Updates? Some ideas include: accomplishments by employees, announcements for upcoming events or new products, and relevant industry news. Balance promotional content for your company with how-to’s and informative articles that are useful and engaging for your target audience.
4. Showcase Pages (Optional)
If your business offers a variety of different services, you may want to highlight each one with a Showcase Page. Showcase Pages act like miniature company pages for division of your company or a particular service offered, and a Company Page can have up to 10 Showcase Pages. GE is a great example of how to use Showcase Pages, which the company uses to highlight their Power, Healthcare, and Capital divisions.
Leveraging your LinkedIn Company Page
Once you’ve created a Company Page that follows the best practices above, use it as a platform to promote your business’s brand by sharing content and engaging with your target audience. (For more tips, check out our previous post on 3 Ways to Leverage Your Company Page to Grow Your Business). And most importantly, remember that your Company Page should evolve with your business — set aside time every quarter to update your company description or refresh your cover photo as necessary.
For more information about how to build and use a LinkedIn Company Page to grow your business, you are welcome to connect with me on LinkedIn or email me at: [email protected]