How to Create a Company Page on LinkedIn to Promote Your Small Business
With the rise of social media marketing and the prevalence of social networks in our day-to-day lives, having a presence on a variety of platforms is a must for your company. That means creating and managing multiple accounts, which can be time-consuming.
Fortunately, building and maintaining a company page on LinkedIn only takes a little extra time and effort. By adding an air of professionalism to your online presence and showing off your products or services, a well-rounded LinkedIn page can help polish and promote your company’s identity.
This article will explain the many benefits of creating a company page on LinkedIn. Then we’ll show you how to launch one, pointing out the important requirements you’ll need to meet along the way. Let’s dive on in!
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The Benefits of Having an Outstanding LinkedIn Company Page
As a social media platform designed to help people build their professional networks, LinkedIn is a crucial resource for any business that’s hoping to grow and expand. It can help you get plugged into industry-related news and even share valuable content that promotes your company.
When compared with individual employee profiles, a LinkedIn company page can be much more effective at showcasing your business as a whole. Of course, your employees’ profiles are still useful as well. They can act as indirect company ambassadors and help build your connections organically.
On the other hand, a company page is a useful outlet for showing off your business’ latest news, along with your specialized products or services. LinkedIn will help deliver this content to other professionals in your industry to generate buzz and business.
Another handy feature of the platform is that you can easily monitor the impact of your page. Notifications and visual analytics reports will keep you apprised of how often your company is mentioned on LinkedIn so that you can see the effects of your presence there.
Plus, this will help you create effective promotional content for your page. You can keep track of trending content to see what’s working, and use custom Call to Action (CTA) buttons to send traffic towards your website. In other words, a LinkedIn company page offers a lot of potential advantages.
How to Create an Award-Winning Company Page on LinkedIn (In 6 Steps)
There are quite a few things to consider if you want to create a company page and successfully promote your business on LinkedIn. However, with a little careful planning, it can be worth the investment of time and energy. The steps below will help you effectively plan and build your page.
Step 1: Ensure That You Meet LinkedIn’s Requirements for Creating a Company Page
One potential roadblock when it comes to creating your LinkedIn company page is that there are a handful of requirements you must meet to access this feature. For instance, you’ll need to have a personal LinkedIn profile of your own. That account also has to:
- Be at least seven days old
- Have a profile strength of Intermediate or All Star
- Show that you’re currently an employee at the company you wish to create a page for
- List your company position on your profile
- Have several first-degree connections (there’s no specific number you must reach, but the more you can include, the better)
- Be associated with a company email address that has a unique company domain
In short, if you’re not an active LinkedIn user already, it can be challenging to get a company page started. Fortunately, anyone who’s an employee at your business can create and manage your company page. As long as you have at least one active LinkedIn user, meeting these requirements shouldn’t be too hard.
The one criteria that might get a little tricky is providing a company email address with a unique domain. Gmail, Yahoo, and other accounts won’t work for this purpose. You’ll need an address like firstname.lastname@example.org.
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Step 2: Add Your Company’s Details to Launch Your New Page
Once your profile (or an employee’s profile) meets all of LinkedIn’s requirements for creating a company page, you can do so by clicking on the Work icon in the toolbar. Then scroll down and select Create a Company Page.
On the next screen, choose the tile that best describes your business. After that, you’ll be able to fill in some basic details about your company. Start with your company’s name and then create your custom LinkedIn company page URL. Don’t forget to add your website’s address as well.
Next, you can select your company’s industry, size, and type. You have to choose from several drop-down menu options, so you may need to pick the available choice that’s most relevant, especially when it comes to your industry.
After that, scroll down to upload your company’s logo and add your tagline. These elements are essential for promoting brand recognition through your profile.
Keep an eye on the Page Preview section to get a peek at how your company page will look. When all your information is correct, check the box to agree to LinkedIn’s terms and then hit the Create page button.
Step 3: Spruce Up Your Company’s Profile to Attract and Inform Visitors
After you’ve officially created your company page, you can start adding additional information and brand elements. First and foremost, you’ll probably want to include a banner image. This is a large image that will be displayed at the top of your page, similar to a cover photo on Facebook.
You can use the small blue pencil icons to edit various features on your company page, including your banner image. You might use a team photo, a picture of your brick-and-mortar location, a popular product image, or a relevant decorative visual.
Additionally, you’ll want to write a compelling summary of your company for the Overview in your About section. LinkedIn provides limited space here — just 2,000 characters, including spaces — so you’ll want to make every word count. Be sure to highlight what makes your company unique and better than the competition.
Then head over to the Jobs section of your page. Here you can provide career-related information and job postings.
Since many LinkedIn users take advantage of the platform’s job hunting features, this can help to boost your page’s visibility. Just make sure to keep it updated so you don’t have people applying for positions that are no longer available.
Step 4: Post Regular Updates to Generate Industry-Related Content
Now that your page is up and includes all your company’s information and some key branding elements, it’s time to start filling it with content. There are a few ways to go about this. One of the easiest is to use LinkedIn to promote blog content you’ve already created for your business website.
This doesn’t require you to generate any new long-form content, and it can drive visitors to your website via your blog. Simply include LinkedIn as a part of your blog promotion strategy, and you’ll have a regular source of content for your company page.
However, you can also include recent business news, upcoming events, and other company-specific posts to keep your followers in the loop.
This can be a smart and simple way to demonstrate your authority in your industry, promote events, and even attract more followers. Just remember that, as with a blog, your LinkedIn company page will thrive when filled with relevant content that your followers want to see and read.
Step 5: Promote Your LinkedIn Company Page to Gain Followers
Your company page isn’t very useful if no one knows it exists. Especially when you’re first getting it off the ground, promotion will be vital to gathering followers. One of the easiest ways to get started is by adding your company’s location to your page’s About section.
This makes your company and job postings more discoverable on LinkedIn. Your page will be more likely to show up in searches as a result. Using relevant keywords in your page’s content can also help to increase your reach.
Another key promotional tactic is engaging your employees on LinkedIn. Invite them to list your company page on their own profiles and claim it as their place of employment. This will help you tap into their already existing networks to make connections with others in your industry.
Finally, it never hurts to promote your LinkedIn page on other social channels. This may mean including links to your company page in your Twitter bio or your Facebook About section. You could also include LinkedIn among your social sharing icons on your website and blog posts.
Step 6: Showcase Individual Products or Services on Their Own Pages
So far, we’ve covered all the basics for creating and maintaining a LinkedIn company page. However, you can take your profile to the next level and use it as a way to promote specific products or services, by creating showcase pages as well.
These are pages dedicated to your company’s products or services. They appear on your company page in the right-hand sidebar, under Affiliated pages.
You can write a description, share a link, and even post content on each of your showcase pages. If you offer a wide range of products or services, this is a way to provide targeted content for each of your audiences. In some cases, this technique may be more effective than offering generalized content on your company page itself.
If you’d like to create more traditional, campaign-based content for LinkedIn, you might also consider using the platform’s advertising options. LinkedIn ads are highly targeted and can help you reach other professionals in your industry, generate leads, attract job applicants, and more.
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Ready to Create a LinkedIn Page?
You have a lot of options when it comes to promoting your business on social media. With its professional audience and unique opportunities for showing off your products and services, LinkedIn can prove well worth your time.
This guide has demonstrated how to create a high-quality LinkedIn company page in just six steps:
- Ensure that you meet LinkedIn’s requirements for creating a company page.
- Add your company’s details to launch your new page.
- Spruce up your company’s profile to attract and inform visitors.
- Post regular updates to generate industry-related content.
- Promote your LinkedIn company page to gain followers.
- Showcase individual products or services on their own pages.
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