Do you currently use LinkedIn to market your business? If you’ve got a personal profile, then setting up and using a LinkedIn Company Page will be beneficial to your business and will help create brand awareness and crucial connections by steering people directly to your business as well as through you!
Why do I need a company page?
- Attract a B2B audience
- Be alerted when someone mentions your business
- Allows you to showcase your company as a whole
- Your employees can be part of your company marketing
To benefit from having the LinkedIn Company Page you need to build a following, just like any other social media platform, for your business to be noticed – and you also need to post and update the page regularly!
How do I set up a LinkedIn Business Page?
It’s easy to do!
At the top right hand corner you will see a square icon labelled work. Click there and you will be presented with a drop down list of options. At the bottom of the list is the ability to create a company page.
You will be presented with this screen:
The details are self explanatory but complete the company details including the URL that you would like to use. Your URL is unique and is what is used for people to be able to search for your business, however it cannot be the same as one that already exists. Note, the URL cannot be changed at a later date.
Once you click the Create Page button, you’ll be prompted to add and/or verify your email company email address.
In order to publish your page you will need to ensure you have entered a company description with a minimum of 250 characters, as well as your website address.
You’ll want to include a banner and profile image to your page too – which can easily be done using Canva. The cover banner should be set to 1400 x 425 pixels and the profile image is a square set at 200 x 200 pixels.
Think about your brand guidelines when it comes to your images. Be sure to include your company logo or something that is recognisable to your customers within your header. Including colours and fonts.
When you click publish, the page goes live straight away so it is a good idea to check through all the details prior to clicking the button! Don’t panic though if you spot a mistake, you are able to make amendments at any time through the Admin area (and it’s likely no one will be following the page yet!)
How do I update and manage the page?
Once everything is set up and published, you will find your company page under your profile icon at the top of the page as part of the drop down menu. On your LinkedIn Company Page you will then be able to post updates and monitor engagement from the option choices on the top menu.
Remember to post updates regularly and create quality posts that your audience will find interesting and will want to engage with. Mix content with company promotional material as well as company news, relevant articles from other companies and useful advice. Your goal is to create engagement in able to build your brand awareness, therefore you’ll want to provide helpful tips or advice relevant to your industry. People will start to follow your page when they see that you provide information that they want to hear, or they see that you are a company where they can go to when they need advice. Provide solutions to industry problems and show off your company as thought leaders!
LinkedIn is used by business professionals looking to network and engage, so with that in mind try to post during business hours. Tuesday, Wednesday and Thursday tend to be the best days for engagement with either end of the business day as a good time to post (9am works brilliantly!).
Once you have got your updates / feed started, you’ve now got to attract people to follow the page. This is where your personal profile comes in. From your own profile, share the updates from your company page. This will means that your personal followers will see in their feed that you’ve liked and shared a post – if they then like or share the post subsequently it will get seen by their followers! With good content and attractive posts, over time your Page followers will increase.
If you have employees, ask them to add the company to their personal profiles, this will mean that they will see the updates which they can then like and share the posts too which increases the reach of more people seeing the page activity.
Other ways for people to see your LinkedIn Company Page could be for you to put a follow button on your website. Or perhaps put a link in your email signature. To add an extension to the above, if you are a business that has different aspects to it which could benefit from different company pages all under one brand, you can utilise the LinkedIn Showcase Pages. A great way to highlight your individual brands in one place. You can use these to target different audiences and create customer relationships specific to the segment of the business.
If you’re looking to create a LinkedIn Company Page but would like help in getting it off the ground or perhaps looking for someone to manage the page for you, get in touch!