One of the first questions my clients ask me is whether they need a company page for their business as well as their personal LinkedIn page. My answer is always YES!
What are LinkedIn company pages?
They are a way for organisations to showcase their business, connect employees, promote products and services and share news and updates about the organisation/company. If you are a business – solo or global, you should have a Company Page on LinkedIn.
Before I get into the why, lets first get back to basics. The best foundation for building traction for your business on LinkedIn is still to start with a very good personal Profile and content strategy.
While you may think that promoting the company’s brand should come first, that’s not how LinkedIn works. The personal page and sharing high-value content under your own name are the keys to establishing credibility and building trust-based engagement over time.
That’s certainly where you should focus to begin with. But on its own, that’s not enough. To truly leverage all the advantages of this powerful platform you also need to maintain a professionally presented company page.
Increased online presence
It gives your business another chance to be found by prospective customers doing an online search. Your company page link will feature in internet search results. But not if you don’t have one. That would be like opening a retail store with no signage.
More website traffic
You can publish content from your company website on your LinkedIn company page which will tend to drive traffic from LinkedIn visits back to your website. And when that starts to happen your site should start performing better in Google searches. Not if you don’t have a company page though.
Events and Promotions
Any events or special promotions you are running can easily be featured on your LinkedIn company page, potentially getting more attention and sign-ups at webinars and similar events. If you do run an event the registration process allows you to collect opt-in email addresses that you can use for follow-up and permission based marketing. Not so easy just from a personal page.
Employee and customer engagement
Getting all your staff set up on LinkedIn and listed on your company page helps them to feel part of something bigger. It also presents a more human face to your customers and prospects than a rather detached “information only” page.
Helps your team share quality content
Anything you post on the company page can easily be shared by your employees on their own profiles. While that certainly helps to build their presence on LinkedIn it can also dramatically extend the reach of your company page to a wider audience, leading to more sales leads.
Job seekers are much more proactive these days. When you’re hiring you want access to well informed, motivated talent. If you’ve been publishing relevant content individually and running an effective company page it’s likely that some of the best candidates are following you and your company. If you don’t have a company page they’ll be following your competitors.
Take a look at our Prominence Global company page to see what we mean.
We know it can be daunting to know where to start with all this but help is at hand.
How to create a LinkedIn Company Page
If you haven’t already created a personal LinkedIn account, please set one up first.
Now let’s take a look at the step by step guide to creating a LinkedIn company page.
- Jump on the “Create a LinkedIn page” page, then select Company.
- Fill in your company details. A page preview will display how it looks as you add your content. Choose a suitable URL for your brand. If you can, make it the same as your username on other social platforms.
- Upload your company logo and add your tagline.
- Click on Create Page.
- Now its time to complete your page with a little more detail. Add your website URL, a description with keywords and your location.
- Continue completing your page with a content post and relevant hashtags.
- Please don’t forget to add a cover image. Currently, a 1128px by 191px format is recommended.
- Invite your connections to follow you and get that audience growing!
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