Did you know that only 57% of companies are using LinkedIn company pages?
I recently worked with a client in Brisbane who was running a LinkedIn strategy through their personal profiles and not leveraging their company page to take full advantage of the channels available to them.
LinkedIn company pages increase visibility, are SEO friendly, and once you have 300 followers, allow you to select a target audience for your posts.
In addition, users are 60% more likely to engage with a co-worker than another connection and employees are 14 times more likely to share content from their employers than other types of content on LinkedIn.
If you want to do an advertising campaign on LinkedIn, you will need a company page (you can also advertise to your company page followers).
To get started on setting up a company page:
Once you are logged in to LinkedIn, it is easy to set up a company page by clicking “Work” from the menu and scroll down to “Create a Company Page”.
The rest is easy to follow along, and there are five essential elements of a company page.
Logo and Banner
Upload a logo image – recommended size 300px by 300px and create a banner – 1400 x 425 pixels.
As the logo will sit in the bottom left corner of the banner, avoid putting any essential elements of your banner in this area. Your banner can be used to convey information about your company, such as a tagline, your vision, or your contact details.
The background of the banner can be your corporate colours or an image that is relevant to your business.
The first characters contribute to the search engine optimisation, so they need to be keyword rich to increase the chance of being found in search results. Your overview should be future-focussed and provide information about how you help solve problems for people and other businesses.
Your organisation information includes your website, industry, company size, headquarters, type of business, when founded, and specialties.
Call to action
In the top section of your company page, you can have a call to action button, for example, visit website or contact information.
It is essential to add all the information on your company page as completed pages get 30% more weekly views.
Other areas to complete on your company page are your tagline, company type, company size, industry, website and public URL.
Once you have your company page set-up, how can you make the most of a company page for your business?
Interact with your followers – share a post, and ask a question to start the conversation and if a follower comments on a post, engage with them.
Share regularly – start with at least three times a week, review the analytics to determine which content works best for you.
Post job opening – connect with potential employees and share role openings.
Hashtags – up to three hashtags can be added to make your profile and posts more searchable.
Connect employees – if your company has employees, connect them to your company page and get them to follow your company page, and engage with posts.
Champion wins on LinkedIn – champion the wins of employees that are doing well.
Engage with your clients – you can use LinkedIn to acknowledge new clients that you are working with and also to throwbacks to previous clients, for example – it was great to work with X on X project. Make sure that your customers are ok with what you are posting.
Host a LinkedIn day – this works well with teams, you can spend time setting up their profiles, take photos, and doing some training.
Rewards – encourage your teams to participate with rewards for posting and participating in LinkedIn. This can be a shout out to a team member or acknowledging a particular skill.
KPIs – you will have access to analytics from the company page. Use these as a base for your KPI’s.
Over 60% of consumers trust a brand’s social media over its advertising. Your LinkedIn Company Page contributes to this statistic, and, in turn, helps bolster your brand awareness, trust, and social activity.
Kylie Chown is a LinkedIn Coach and Trainer. She is a 2020 Finalist, Social Media Marketing Institute (SMMI) Awards Best Social Media Educator & Best Use of LinkedIn, was named #2 LinkedIn Expert in the Asia Pacific in 2019 as well as a 2019 Finalist in the Best Use of LinkedIn for the SMMI Awards across two campaigns.
Learn more and register for our upcoming, free LinkedIn Masterclasses by clicking here.