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Promoting Your Business With a LinkedIn Company Page

Apr 30, 2021

LinkedIn is one of the most popular social platforms today, but with many people still not knowing how it really works or the benefits of using it for their business, there’s a lot to be gained if you do. Below, we take you through the simple set-up tips to create your linked in page and explain how to utilise the platform to promote your business!

What Is LinkedIn?

LinkedIn was designed to help people make business connections, share their experiences and their professional resumes, as well as find jobs. It’s the world’s largest online social network for professionals. It’s Facebook for careers – building “connections”, posting updates, sharing and liking topics, as well as instant messaging other users.

LinkedIn users create a personal LinkedIn profile with their name, photo, location and occupation, as well as an online resume.
A Company Page is a little bit different though. It tells LinkedIn members about your business, your brand, and job opportunities within your company, as well as being a great way to establish industry expertise.

With over half a billion users worldwide, your LinkedIn Company Page presents a huge opportunity for your business to build networks and connections. It has the power to tap into existing connections and promote career opportunities.

LinkedIn Company Pages aren’t just Human Resource landing pages for brands though. A LinkedIn Company Page can also be used to generate leads, drive results, raise brand awareness and educate potential customers on your products and services. Rich content and engaging updates can help to establish your brand as an industry leader.

Setting Up a LinkedIn Company Page
To set up a LinkedIn Company Page for your business you’ll need to have an existing personal LinkedIn profile. So, if you don’t have a personal LinkedIn profile yet, then you’ll need to set one up now.

Step 1. Create a Company Page

Creating a Company Page is simple. You can do this from the LinkedIn homepage, by clicking on the top-right Work icon. After clicking Create a Company Page, simply enter your page identity, company details, URL and profile details, as well as uploading a logo. The logo must be in a square format, sized to 300 x 300 pixels. Once you’ve clicked on Create Page, LinkedIn will automatically create a Company Page for you.
Your LinkedIn Company page URL will be structured in the following format[YOUR COMPANY NAME]

Step 2. Building Out Your Page

Building out your Company Page includes adding a description, location, cover image and hashtags. LinkedIn will provide a helpful checklist of actions to complete.

When creating your company description, take your time and craft your message well. There’s a limit of 2,000 characters. This copy needs to engage followers, not just describe what your company does.

Adding a cover image that represents your business and captures its essence will give your business a strong visual presence.
You’ll also be given the ability to add up to 20 company specialties (like products, services, strengths), which act as keywords or tags to help people find your business.

Finally, you’ll need to enter your company’s details and location.

Step 3. Publish Page

Now that your Company Page is complete, it’s time to publish and make it live.
View your page as a user would and if you like what you see, then you’re set!
But if you’re not happy with your page, don’t fret, you can still make changes through Manage page, but don’t forget to save them!

Step 4. Add Page Administrators

Finally, you can choose employees to help you administer a page. You will need to be already connected to them on LinkedIn to add them as page administrators though.

Tips to creating a compelling LinkedIn Company Page

1. Publish relevant content and rich media

Provide your followers with value by posting articles or company updates on a regular basis. Post updates to your products and services, product development, trends and news that involve your brand, as well as job openings, and behind-the-scenes features. You can share a blog post or a news article from an external source that would benefit your followers, if you provide value and context when you’re sharing. Also make sure you include images and link videos from your YouTube channel to really engage your audience.

2. Customise your call-to-action

Customise CTA buttons to better engage your followers and audience.

3. Promote your Company Page to attract followers

You can promote your page to new followers by adding a link to your page in your email signature, by promoting your Company Page in newsletters and blogs, adding a LinkedIn Follow Company button to your website, as well as encouraging employees to add the company to their personal profiles.

4. Create LinkedIn Showcase Pages for individual products

LinkedIn Showcase Pages are pages that you can customise to tailor news feeds on specific aspects or segments of your organization. Content that LinkedIn users see in their news feeds becomes more focused and relevant to them, as they follow showcase pages for products or topics that they’re interested in. This should result in higher engagement from your followers.

Your LinkedIn Company Page can be a powerful marketing tool. It can increase your brand’s awareness, improve trust and social activity for your business, as well as engage new customers, employees, investors and followers. To discuss your digital marketing strategy, contact practiceedge.

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