LinkedIn is one of the best ways to promote your business to an audience of engaged professionals. And there’s no better way than through starting a business page, formally known as a Company Page. Company Pages also gain your business extra credibility and higher search rankings. It’s straightforward, simple, and free – there’s nothing to lose but so much to gain!
How to Create Your Company Page
To create a company page on LinkedIn you first must have a personal page. From your personal page you:
1. Hover your cursor over Interests at the top of the homepage
2. Select Companies
3. The Create A Company box will appear on the right, click Create
You then fill in details including the company name, URL, email address and a description.
How to Craft an Effective Company Page
The first step toward promoting your business with your LinkedIn Company Page is through identifying your target audience. Have a look through the profiles of the people you are intending to reach to get a feel for who they like and follow. Keep this in mind when building your Company Page.
Your logo and banner need to be eye-catching and appealing – they are the ‘face’ of your brand and your company. Keep in mind that the logo will be a 50×50 pixel square. For your banner you could consider a welcoming picture of your workplace, a striking word banner of a campaign line or brand message, or of your product in use.
The company description section should be short and snappy but accurately describe your company, what makes it unique, and what it’s good at.
Attract Followers to Your Company Page
Your Company Page should be another link in your online marketing chain. On your Company Page, link to your website, blog, Facebook, Twitter, Instagram, and any other online presence that you have. In turn, link back to your Company Page from all of those platforms.
You can easily add a “follow” button for LinkedIn which you can insert into your web pages. Simplifying the process to just the click of a button means that you can capitalize on even the
most fickle of potential followers!
Encourage all of your colleagues and employees to add the Company Page to their profile. Not only are they your biggest advocates, but by being attached to their profile you are reaching exponentially more LinkedIn users.
Promote Your Business Through Your Company Page
This is where you Company Page really comes into its own. Through your Company Page you can post and share updates, articles, images, and slideshows, among a number of other things. Your activity on your Company Page should encourage engagement and conversation and establish you as a thought leader in your field. Your posts should be fresh, exciting, and frequent.
Do keep in mind though that LinkedIn doesn’t require the same level of activity as other forms of social media. Start off with just one post per day so as not to overwhelm and drive away your followers.
LinkedIn offers an Analytics function to help you post smarter, not harder. Analytics will help you to learn what type of posts your audience responds to best and which days and times are the best to post. You can track follower growth, trends, and post engagement so that you can optimize and refine your content.
Pay To Increase Your Success
With a solid base of good content and careful attention to the Analytics data, you should be able to manage a highly effective Company Page to promote your business without spending a cent. If, however, you’ve got a bit of cash to splash, you can consider investing in some of LinkedIn’s paid marketing options to really boost the reach of your Company Page.
Sponsored Updates allow more people to be exposed to your Company Updates, with the aim to increase brand awareness and generate leads. Similarly, Follow Ads can be used to increase followers by advertising your Company Page to LinkedIn users in your field who might be interested in your business.
The doors that can be opened by starting a business page on LinkedIn are endless. And with such a quick and easy process to set one a Company Page, you’d be crazy not to. When it comes to brand awareness, lead generation, and developing business relationships, there really is no better way.
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