A LinkedIn Company Page gives a business a fantastic opportunity to promote its products and services, recruit top talent, and share important, interesting, and useful updates.
Anyone with a company name and company email address can create a LinkedIn Company Page within minutes. The best part is that it’s free and easy.
LinkedIn has 200 million members. It’s the leading social networking site for professionals, so business-to-business companies should absolutely create Company Pages as soon as possible.
While Facebook is generally considered the best social network for business-to-consumer companies to interact with consumers (learn how to create a Facebook Company Page), the millions of professionals are consumers, too. That means there is certainly success to be found for business-to-consumer companies on LinkedIn as well.
Following are 10 simple steps that you can take to create a great LinkedIn Company Page that motivates people to click the “follow” button.
1. Write a compelling summary
The home page on a LinkedIn Company Page includes a cover photo, company updates, links to products and services, links to careers, and more. A brief description of the company is included near the bottom of the page.
Even though the “About Us” section of your LinkedIn Company Page is way down at the bottom of your home page, that doesn’t mean you shouldn’t take time to write a great description of your business. If someone makes the effort to scroll down and find your description, they’ve already demonstrated that they’re interested in your business. Don’t disappoint them by not providing the information they want. Furthermore, be sure to use keywords, so people can find your LinkedIn Company Page through relevant searches.
2. Add products and services
Your LinkedIn Company Page includes a Products and Services tab where you can share images of your products, descriptions, links to purchase them, and more. This is the “sales” section of your LinkedIn Company Page, so go ahead and try to sell the benefits of your products and services.
3. Make sure your most important product is listed first
The first product or service listed on your Products and Services page is also displayed as featured content in sidebar of your home page. That means more people will see it. With that in mind, make sure the first product on your Products and Services page is the one that you want to promote on your home page.
4. Capture attention with a fantastic cover image
The cover photo appears at the top of the home page of your LinkedIn Company Page. Choose a cover photo that is visually dynamic, capture’s people’s attention, and lures them in to take a closer look at your Page content. Don’t forget that your company summary is hidden at the bottom of your home page, so it’s a good idea to include a message in your cover image that describes what your company does in a few words.
5. Add career information
Currently, you have to pay to be able to add the Careers page to your LinkedIn Company Page, but LinkedIn is a great place for recruiting talented employees and getting wider exposure across professional audiences. If you decide to use LinkedIn as a recruiting tool, be sure to add the Careers page to your Company Page or you’re missing a big opportunity.
6. Ask your employees to connect with your page
Ask your employees who have LinkedIn Profiles to identify within those profiles that they work for your company. Once they take this step, they’ll appear as employees on your Company Page where visitors can learn more about them and connect with them.
7. Ask for product and service reviews
One of the most powerful parts of LinkedIn Company Pages can be found in the Products and Services page where LinkedIn members can publish reviews of your products and services. These reviews are written testimonials. You can feature them on your LinkedIn Company Page, share them on your website, and so on to extend their reach even further. Don’t expect people to write reviews. Instead, ask them to do so.
8. Publish some company updates to make your Page look useful
Start creating useful, meaningful, interesting, or entertaining content that your target audience wants to read and see. A Page without content is one that no one will follow.
9. Promote your LinkedIn Company Page
Use the LinkedIn Company Follow button to make it easy for people on your website or blog to follow your company on LinkedIn with a single mouse click.
10. Use featured updates to highlight important content
You can set any update that you publish on your LinkedIn Company page as featured, so it is highlighted at the top of the home page of your LinkedIn Company Page. For example, if you want to promote an event, hype a sale, or draw attention to a specific promotion or piece of content, make it a featured update so more people see it.
11. Use targeted updates to promote more effectively
Use the LinkedIn Company Page targeted updates feature to make certain updates visible only to segments of your follower audience. You can target by employee or non-employee, company size, industry, function, seniority, or geography.
Most importantly, keep the content on your LinkedIn Company Page fresh, useful, meaningful, and interesting to your audience and actively engage with your followers or your Page will have no chance at success.