I previously worked with a client who was setting up her own business and a new sales team. The client wanted to set up both a personal profile and a company page and asked what she should do first.
Your personal LinkedIn profile is an extension of your personal network and brand. It’s a way for you to connect on a personal level online.
A business page is slightly different. While personal profiles have connections, company pages have followers.
Simply wanting people to follow your business instead of connecting with you is counter-productive when networking and growing your business.
People want to connect with you because you’re you. It’s similar to when you’re at an event – you introduce yourself as you, not your company.
However, LinkedIn research indicates that members are 50% more likely to purchase from a company they engage with on LinkedIn.
Furthermore, nearly 80% of LinkedIn members want to connect with companies in their lives. In other words, members aren’t looking for once-off help. They want to connect and partner for the longer term. Your business page and personal page allow this to happen.
LinkedIn company pages also increase visibility, are SEO friendly, and once you have 300 followers, allow you to select a target audience for your posts.
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 – recommended size is 1128px x 191px.
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 156 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.
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.
Use hashtags on your posts to increase your chance of being seen by those following the hashtag. When you set up your company page, you can select three hashtags. Search on the hashtag/s you are going to use to see how many followers it has. You may find that a slight variation on the hashtag will have a lot more followers.
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 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.
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.
You will have access to analytics from the company page. Use these as a base for your KPIs.
LinkedIn is making changes to company pages and introducing new features, so keep an eye out for updates.
Kylie Chown is a LinkedIn Coach and Trainer. She is Australia’s 1st First Certified Social Media Crisis Advisor
She was named #2 LinkedIn Expert in the Asia Pacific in 2019 as well a 2020 Finalist in the Best Social Media Educator and Best Use of LinkedIn for the Social Media Marketing Institute Awards across two campaigns.
To see how to reduce risk and grow your businesses reputation on LinkedIn download the LinkedIn to Corporate Checklist