Creating a LinkedIn Company Page is an effective way to showcase your brand, increase visibility in the market, build a professional network, and attract top talent. Whether you're a small business owner, large enterprise, marketing professional, or HR manager, having a well-established LinkedIn Company Page can bring numerous benefits to your company.
But how can you create a LinkedIn company page — one that would grab the attention of your target audience?
The best way to go about this is to provide all the essential information about your company. Then, you'll have more followers and leads that could eventually turn into sales.
In this guide, we'll discuss what a LinkedIn business page is and why your company needs one. We’ll also guide you through the steps of setting up and optimizing your LinkedIn Company Page, from the initial setup to the addition of engaging content and strategies for growing your following.
By following this guide, you'll have a powerful tool for promoting your business and establishing your brand on the world's largest professional network.
What is a LinkedIn Business Page?
A LinkedIn business page represents a brand rather than an individual. It can be for an enterprise, institution, or non-profit organization.
Regardless, your company profile is responsible for showing your brand's identity, purpose, and services.
With a LinkedIn business page, you can widen your followers and leads. In addition, you can promote your brand much better by posting relevant content targeted to your audience.
But how is this possible with LinkedIn?
LinkedIn is a popular lead generation platform today. It's the largest professional network, with over 900 million users from 200 countries worldwide. As a result, almost anyone can set up a profile to build their careers or brands.
You'll find two types of LinkedIn pages:
- Personal Pages: A personal LinkedIn page features more individualistic sections like your Activity History, Experiences, Skills, and Interests.
- Business Pages: A LinkedIn company page contains more business-related sections like your company's Overview, About, Job Opportunities, and Employees. It also lets you run ads, unlike personal LinkedIn pages.
Founded in 2002, LinkedIn remains the go-to place for brands looking to build rapport with potential customers. In fact, over 97% of B2B organizations use their profiles to highlight their services and achievements in the industry.
You should create your own business page if you're a:
- Start-Up;
- Small Business;
- Mid-Size Company; and
- Large Enterprise.
By creating a LinkedIn company page, you can slowly build your brand's identity and present your company's services to your target audience. In addition, you can attract more personal LinkedIn pages that could turn into leads and sales later on.
Finally, a LinkedIn business page is free to start. That means newbies in the business landscape can use it to their advantage. They can view basic profile insights and modify their content strategy.
But this professional hub also has a paid tier with more capabilities:
- Basic (Free) Account: A basic LinkedIn business account is an ideal tool for brands that want to gain more exposure than before. However, it only gives you limited searches and shows you five of your most recent profile views in the last 90 days.
- Premium (Paid) Account: A premium LinkedIn business account lets you have unlimited searches and more InMail credits. You can also see the list of all your profile viewers in the last 90 days.
Regardless of your account, the basic and premium LinkedIn company pages will help your brand achieve its goals much faster. In addition, it can drive better customer traffic and give you a competitive edge.
Why your company needs a LinkedIn page
There are tons of interesting reasons why your company needs its own LinkedIn page. With different B2B brands in the market, having a dedicated profile can improve essential aspects that will lead to your success:
- Brand Awareness;
- Engagement;
- Lead Generation;
- Ranking; and
- Visibility.
Let's take a closer look at each reason to add your company to LinkedIn:
1. Increases brand awareness
A LinkedIn profile for your brand can help boost your follower count since you'll have a dedicated page for targeted content. This makes it much easier to hook potential customers and establish your authority in the industry.
2. Opportunity to highlight products and services
Potential customers treat your LinkedIn company page as a one-stop place containing everything your brand offers. You can list down all the essential information about your products and services. You can also put your previous partners or clients to build credibility.
3. Access to a diverse pool of business leads
Since LinkedIn has over 900 million professionals across 200 countries, you can expect a high pool of potential business leads. They'll have diverse skills, experiences, backgrounds, and interests. So you'll have more opportunities to network and close deals with them.
4. Better recruitment opportunities
Like potential business leads, LinkedIn also has millions of active job seekers on any day. With a dedicated business page for your brand, you'll be able to post job openings that can attract diverse professionals. They'll have different skills and backgrounds to help you reach your corporate goals.
5. Promote brand achievements
Establishing authority and leadership in your industry is possible if you build your brand's credibility. One proven way to do this is to highlight your achievements and awards. These are concrete evidence that can build trust and loyalty among your followers.
6. Boost search rankings
Posting regular and relevant content on your LinkedIn business page can boost your online visibility and customer traffic. But the only way to optimize this parameter is by putting the right keywords across your content. Once you've mastered this, your profile and posts could rank higher in the Google SERPs.
7. Build a loyal community
After establishing your authority and leadership in the industry, you'll likely have loyal followers and customers on your page. Your achievements, along with their personal experiences toward your brand, can build their trust and loyalty.
8. Drive B2B leads and conversions
Having regular content will drive more customer traffic to your LinkedIn page. This usually increases your B2B leads and conversions. Eventually, you'll be able to close more deals and sales with them.
9. Better employee engagement and advocacy
A LinkedIn company page can encourage employees to share valuable and quality content across their own accounts. As a result, more individuals will see your brand and engage with your posts.
10. Provides in-depth analysis and reporting
A LinkedIn business page provides powerful tools that show important insights and analytics about your brand. You can use them to evaluate buyer behaviour, patterns, and trends. You can also look into your profile views and follower count and adjust your content strategy accordingly.
How to create LinkedIn Business Page
Creating a LinkedIn business page is simple. It only involves a few clicks to get your brand up and running on the platform.
But before setting up your company profile, you must have two things:
A verified personal LinkedIn profile; and
A desktop or iOS.
You can only create your brand's page if you already have your personal LinkedIn profile. And you can only set it up through the web or an iOS device.
Once you've satisfied these two requirements, you can create a company page on LinkedIn.
Here's how to create a LinkedIn business profile on a desktop:
Step 1. Login to LinkedIn
To get started, go to LinkedIn and click on Login. Then, enter all the necessary details to sign in to your personal profile.
Note: You can only build a company page on the web through your personal LinkedIn profile.
Step 2. Click “Work”
Upon seeing your LinkedIn dashboard, click Work on the upper right corner of your screen. This icon should be beside Me.
Step 3. Select “Create a Company Page”
Next, scroll down the Work dropdown menu and look for Create a Company Page. Click the option.
Step 4. Choose the appropriate page type
After clicking Create a Company Page, you'll see three possible page types — Company, Showcase Page, and Educational Institution:
- Company: Choose Company if you're a small, medium, or a large business owner.
- Showcase Page: Choose Showcase Page if you want to create sub-pages for an existing LinkedIn business page.
- Educational Institution: Choose Educational Institution if you own a school or university.
Choose which category fits your brand.
Step 5. Choose your business size
If you select Company, you need to choose your business size — Small Business or Medium to Large Business. Then, select the most appropriate option based on the size of your brand.
Step 6. Enter company information
Now, enter all the necessary details about your brand. Add a brand logo and tagline, and make sure to explain what your business is all about. Don't forget to put your website, location, industry, and size.
Note: Completing all the information asked during this step will attract more potential customers to your LinkedIn company page.
Step 7. Check the verification box
After filling in your company's details, check the verification box to proceed. Clicking this means you have authority over your brand and page.
Step 8. Click “Create Page”
Upon clicking the verification box, click Create Page. If an error message appears, check the most common issues and work around them.
Step 9. Select “Start Building Your Page!”
Once you've successfully created your LinkedIn business page, the next step is to optimize it. You can add team members to help you manage your brand's profile. You can also connect with your followers and post relevant content on your feed.
Alternative Technique - Setting Up Page on iOS
Alternatively, you can also set up your company page on iOS if you're on the go. The steps are similar to the web option, but you can create your brand's page by tapping More on any LinkedIn page.
You can also only choose between two page types:
- Company; and
- Educational Institution.
Afterwards, the following steps are the same as the desktop technique.
https://youtu.be/5KmYd_Mxc4s
Optimize your LinkedIn Business Page
Anyone — even those without prior knowledge of LinkedIn — can set up their own business profile. But this is only the first step to creating your page.
Not everyone can maintain their LinkedIn business page's engagement and visibility.
But the best way to work around this problem is to master optimising your LinkedIn company page creation.
Here are some tips to help you attract more leads to your LinkedIn company page:
1. Add a cover photo
Photos are an effective way to attract potential customers. So adding an engaging and relevant cover photo to your page can hook potential customers. Your cover photo options can be anything that establishes your authority in the industry:
- Company Headquarters;
- Products; and
- Team
Note: Your business page cover photo must follow the usual size of 1584 px X 396 px.
2. Write an About Us section
A compelling About Us section can deliver your company's story and purpose to your target audience. It gives customers a quick overview of your business and what you can offer them.
Pro tip: Be sure to add relevant keywords across your About Us section to rank higher in the Google SERPs.
3. Build Product Pages
Building a dedicated page for your products enables you to promote them more effectively. You'll be able to market your services better and boost your overall sales.
4. Build a Careers Page
You can promote your company's culture and purpose through a dedicated page for career opportunities. As a result, you'll be able to attract top talents across LinkedIn's diverse pool of professionals.
5. Post regular content
Regular updates and content on your LinkedIn page keep your profile active. It shows users that your page shows the most updated products and services. And the most proven way to attract potential customers is by posting anything relevant to them, such as:
- Awards
- Blog Posts
- News
- Photos
- Videos
Using third-party tools to check your content's insights is also a good way to identify which posts are performing well. This way, you can modify your content strategy and boost your follower count.
6. Grow your LinkedIn audience
If you've mastered posting regular updates and content on LinkedIn, your next goal is to grow your audience. This usually happens if you have a solid marketing strategy in place.
Note: Choose the most suitable lead generation strategy for your brand depending on its position in its business cycle.
Many brands are slowly seeing the importance of a LinkedIn company page. But most of them don't know where to start. In reality, how to create a LinkedIn business page is simple and involves only a few simple steps.
However, creating a page doesn't stop there. You need to optimise your account continuously to widen its engagement. This is possible with the help of third-party LinkedIn reporting services from Reporting Ninja.
Reporting Ninja provides important insights and analytics that help you keep track of your account's performance. See how it can work for your brand by signing up for a free trial today!
