How to get the best from a LinkedIn company page

Do you have a personal profile on LinkedIn, but not sure how it can help your company? It’s such a powerful tool for business to business (B2B). LinkedIn can help to grow your company through brand awareness and networking.

LinkedIn

Need some help getting started and set up on LinkedIn for your business? Here are some useful tips for you:

Create a company page

The first step is to create a company page. This is similar to how you would create a company page on Facebook. It will be associated with your personal profile.

It will show your company information, help to position your company as an industry expert (through content shared) and show employees working for your business.

To create a company page:

  • Sign in to LinkedIn with your personal account.

  • Click on the ‘work’ tab at the top right.

  • Select ‘add a company page’ at the bottom.

Set up your company profile

Make sure you include the following info on your company page:

  • Company logo - this will be the profile picture.

  • Cover photo - important this is in keeping with your brand, for example showcasing your services, or linking with your website look and feel.

  • Company description - who you are and what your company can do to help/what services you offer. Include business related keywords in the first line or 2.

  • Specialties - these keywords will help people find your business, so it’s important to include these.

  • Complete all the other company info options including company size and headquarters location.


Get your employees to help

If your employees connect with your company page (adding their current work position), your company logo and a link to your company page will feature on their profile. They will also show up on your company page.

You need to encourage employees to be your advocates. They should share any content you post as this will help to increase the amount of people that see your company’s content. When an employee likes or shares your company posts, their connections will see it too.

Make sure you add links to your LinkedIn company page from your website and other relevant marketing material.

Create relevant content

Try and post consistently and at least once a week. Make sure you always use an image, and video content if possible. It tends to have a higher reach than text alone.

Have a mix of content types. This can be promoting a blog post, advertising a job, giving an update on an industry topic or sharing a news piece. You can also share content from other sources if the subject is relevant to your company.

Through the content you post, you want to position yourself as knowledgeable and an expert in your industry.

Tag your content

Like with other social networks, if you mention someone in your post, you’re encouraging engagement. You want to connect with your audience, and start a conversation. For example, you could thank a customer for their recent business with you, or announce that you’re working with them on a project.

If you’re tagging a company, they may share and help to grow your audience. Always be supportive to your customers and comment on their posts. LinkedIn is all about making and growing connections.

Join relevant LinkedIn groups

You may find some relevant conversations in LinkedIn groups too. Have a think about who your audience is, and which groups they’re likely to be part of. Start following along, and commenting on relevant posts - although don’t be too salesy!

Groups can also give you insight into your competitors, see what information they’re sharing and what topics interest them. This can give you ideas for what content to cover on your company page.

To find a group, you can search by name or keyword:

  • In the search bar at the top of your LinkedIn homepage, type in the keyword and click the search icon.

  • On the results page, filter by ‘groups’ (sometimes found under ‘more’ on the top bar).

You could also start your own private group to chat directly to a group of customers. Useful if you have a service that offers repeat business, or long term customer relationship management.

Review your content

It’s important to understand what content works (and doesn’t work) with your audience.

LinkedIn analytics will tell you the number of ‘interactions’ your posts have had. This will include likes, comments and shares. You can also test content at different times of the day to see when your audience is most active. As a starter, the most engagement on LinkedIn is normally first thing in the morning, just after lunch and after leaving the office.

Every business is different, so see what works best for your customers.

To find your company page analytics:

  • Log into LinkedIn, and go to your company page.

  • Select ‘analytics’ on the top bar.

  • Choose from the drop down options, ‘visitors’, ‘updates’, ‘followers’.

And lastly, if you get a lead from LinkedIn, make sure you keep chatting to them and engaging with their content. That way, when they are ready to do business, they’ll think of you and your company first!

Need some help getting started, or some ideas on what to publish on LinkedIn for your company page? Get in touch and I’d be happy to help caroline@twelvecommunications.com