Your LinkedIn company page can serve as a magnet, both for your prospective customers and candidates. With its 590 million members, it is undoubtedly a professional network to harp on, both for business and recruitment. Brands worldwide are using LinkedIn for generating leads, engaging with their target audience, creating brand awareness, striking conversations with people who matter the most or hiring top performing talent. In fact, according to LinkedIn, there are over 30 million pages on its platform. So many businesses and professionals are committing their time and resources to the platform, and using its solutions to reach people. Therefore, you’re definitely missing the bandwagon if you aren’t present.
So before we go any further, here are some interesting figures that highlight why you need to up your LinkedIn game:
- More than 2 million articles, posts, videos etc come into the LinkedIn feed each day
- 94% of B2B marketers use LinkedIn to post content
- LinkedIn is the best social network for lead generation. It is 277% more effective for lead generation as against Facebook and Twitter
- 62% of LinkedIn users engaged with content because it is educational and informative. Further, 61% of LinkedIn users engage with content because it is relevant to them
- Top recruiters are 60% more engaged with LinkedIn recruiting tools as compared to average recruiters. Hence having an outstanding LinkedIn profile is a must. You can go through these LinkedIn profile tips to have an outstanding LinkedIn profile.
- More than 75% of people who recently changed their jobs used LinkedIn to look up for the new jobs
Thus, LinkedIn has such a huge potential. Still do not have a company page or have one that is not fully optimized? Well, you’re losing out on both some serious business and recruiting opportunities.
LinkedIn Pages: Company Page, Showcase Pages and Affiliated Pages
LinkedIn company page is an incredible platform to promote your company’s products and services, share valuable and engaging content and hire top talent via job posting. It makes your brand visible, reach the right audience and helps to establish your brand as an authority.
LinkedIn members can follow your company page. By doing so they can engage with your content, company updates, job postings, products and services.
Further, there are two more types of pages that you can create on LinkedIn. These are called Showcase Pages and Affiliated Pages. These are extensions to LinkedIn company pages and solve different purposes. Let’s have a look at how are the three pages different.
How to Create LinkedIn Company Pages?
Creating LinkedIn Company pages is no sweat. Here are steps you need to follow to create your company’s LinkedIn Page.
Caveat: Needless to say, you need to have a personal LinkedIn profile, with a name and verified email address at place to have a LinkedIn Company Page.
1) Click on the Work Tab
Click on the ‘Work’ tab, towards the top right of your LinkedIn home page.
2) Choose Create a Company Page
Select ‘Create a Company Page’ under LinkedIn Business Services.
3) Choose a Page Type
You will see page type options such as Small Business, Medium to Large business, Showcase Page and Educational Institution. Depending on the number of employees you have, choose page type as either small or medium and large business.
4) Fill the Required Details
a) Company Name and URL:
Fill in your company name and select a URL. By default, LinkedIn provides page URLs in the form linkedin.com/company/ (your company name). This is the URL which is seen to the Public. Both LinkedIn members and search engines will use this unique URL to locate your company page.
You can edit the URL as well, just in case there are changes in your company name later on. But you will be able to do that only if you are the admin of the page. All you have to do is simply click ‘Admin Tools’ drop down towards the top right on the admin center of the company page. Then, select ‘Public URL’ and simply make any necessary changes in the company name. According to LinkedIn, here are certain things you must keep in mind:
- Your company page URL cannot be changed more than once in a period of 30 days.
- Changing the company name does not automatically lead to changes in the company page URL.
- It is possible that URL proposed by you might already be taken by some other existing company on LinkedIn. You have to try various options in that case as LinkedIn Page URL is subject to availability.
- Upon changing of the URL, your old URL is made available to be taken by other LinkedIn Page after 365 days.
- In case you make changes in the URL, your old URL will redirect to the new URL. It may few weeks for the search engines to direct traffic from old to new URL.
b) Link to Website:
Provide a link to your company website.
c) Company Details:
In this section, you need to specify your company:
- Industry – Marketing Advertising, Accounting, Animation etc
- Size – 0 – 1, 2 – 10 employees etc
- Type – Sole Proprietorship, Partnership, Company etc
d) Company Logo, Tagline and Cover Image:
LinkedIn provides few tips for uploading Logo image. The image size should be about 300px x 300px. And the file size limit should be about 8 MB. Further, it supports JPG, JPEG and PNG formats. Therefore, make sure that you follow the image specifications.
The Tagline for your company page is placed right below the Logo Image and Company Page Name. LinkedIn allows 120 Characters to write a Tagline for your company page.
So make sure that you make use of words that define your purpose. It should be able to reveal who you are, what you do and why you do it. See for example FedEx for it has a unique headline which says ‘Connecting People and Possibilities Around the World’.
The cover photo works in tandem with the profile photo of a LinkedIn Page. There are few guidelines that LinkedIn lays forth for the Cover Image.
- Firstly, the background photo should not visually compete with your profile photo.
- Secondly, if you wish to use a solid color for the background image, the same should conform to the design theme and style of the logo image.
- Thirdly, keep your background image simple. Do not overlay it with text or a complex graphic. Finally, the background image should be sized for 1584 px x 396 px in file formats JPG, PNG, or GIF.
After filling the above details, check the verification box that says that you have the right to create the page on behalf of the company.
5) Create Page
As you fill the required fields, you’ll see information being updated in the page Preview towards the right. Once done with providing information, simply click ‘Create Page’ Button to get going with your company’s LinkedIn Page.
6) Getting Started
Click on the “Getting Started” button to edit your company page. In order to publish your page, you need to provide your company description and website URL.
Company summary must contain keywords and phrases relevant to your industry and describe about your work and area of expertise. This is because LinkedIn users use keywords to find you. LinkedIn provides a limit of 250 – 2000 characters (including spaces) for the company summary. So make sure you reveal your purpose using relevant keywords. Look at the way Google does it.
Google’s LinkedIn Summary
“Google’s mission is to organize the world‘s information and make it universally accessible and useful.
Since our founding in 1998, Google has grown by leaps and bounds. From offering search in a single language we now offer dozens of products and services—including various forms of advertising and web applications for all kinds of tasks—in scores of languages. And starting from two computer science students in a university dorm room, we now have thousands of employees and offices around the world. A lot has changed since the first Google search engine appeared. But some things haven’t changed: our dedication to our users and our belief in the possibilities of the Internet itself”.
Now that we know how to create a Company LinkedIn page, it is important to figure out the purpose you wish to achieve from your LinkedIn company page. Is it getting more leads in your sales funnel or creating brand awareness. So before jumping on to understanding how you can use your LinkedIn Company page, here are some of the objectives you can achieve.
Objectives Businesses Seek Using LinkedIn
1) Generating Leads
80% of B2B leads come from LinkedIn and 92% of B2B marketers leverage LinkedIn over all other social platforms.
Not only this, an average decision maker reads 10 pieces of content before making the purchase decision. Thus, you can reach your potential audience by creating variety of content such as eBooks, case studies etc for various stages of the sales funnel .
2) Growing Brand Awareness
As a member of this professional community, you get to interact with people who matter to you the most. Sharing valuable content, striking conversations and answering queries of your prospects helps you come into the eyes of people who would want to associate with you for your offerings.
3) Building Thought Leadership
55% of the decision makers use thought leadership as an important way to examine an organization they are considering to work with. Furthermore, 45% of the C-Suite executives invited organization with thought leadership to bid on a project while it was not previously considered. Therefore, you can use your company LinkedIn page to share helpful content, share industry perspective, trends and upcoming events that your company is organizing.
Given these objectives in the backdrop, let’s understand how you can use LinkedIn company pages to achieve them.
How To Use LinkedIn Company Pages?
1) Post Company Updates
As the admin of your LinkedIn company page, you can engage with your page followers as well as viewers by sharing valuable content. This can be in the form of an article, image, company information, product promotions, videos etc. On sharing company update on your page, it becomes visible to LinkedIn members in the feed of your company page. The followers of your page, however, can see company updates in their respective home page feeds. Now, there are certain things you must keep in mind for company updates to help you achieve your objectives.
Tips for Preparing Company Updates
a) Update Text Length:
LinkedIn suggests to keep the text length to not more than 150 characters. You must ensure that the update has something valuable for the audience – say an important statistic, an interesting perspective on the industry, some upcoming trends etc. Put yourself in the place of your audience and try to understand if the update you are sharing can compel them to engage with it. Finally, use relevant hashtags to link your company to the trending topics.
b) Include Content That Creates Urgency To Click
The content that you share in the update should be something that instigates the viewer to take some action. It should be something that solves the pain points of your followers/viewers or makes them aware of a need.
c) Use Vanity URL And Tracking Code
Vanity URL is the long URL that has been converted into a customized short URL. Unlike the generic shortened URLs, which are created using URL shorteners like Bitly and Ow.ly, these are shortened URLs containing your brand name.
Further, once you have a vanity URL for your post, do not forget to add tracking code parameters at the end of the URL. This would help you to know where is your traffic coming from.
d) Include Image
Use an image , with minimal text, along with a link to your content for the update. LinkedIn suggests that the best size for company update image is 1200 x 627 pixels. Make sure that your image is the one that goes with your brand.
e) Use Targeted Updates For a Focused Reach
Once you’re done with your update, you would want to post it on your company page. Now, you can either share this post and let it reach the LinkedIn members in general. Or, you can choose to make your reach more focused by selecting the type of audience you want to reach. This you can do from the drop down available above the company update box, towards the left. You will see the drop down once you start typing in the company update box. Click on the drop down to choose between ‘Public’ and ‘Targeted Audience’. Once you select the ‘targeted audience’ option from the drop down, you will see the following filters.
- Job Function
- Company Size
- Seniority Level
As you choose the filters, LinkedIn’s targeting tool will show you the count of estimated LinkedIn members your company update would reach on the right hand side. These are the estimated number of people who will see your update in their home page feed as well as on your company page. Sometimes the filters that you choose give you a number that is too less. In that case, remove certain filters to make your update reach a wider audience.
f) Test Multiple Things
There are no ironclad rules when it comes to your LinkedIn content strategy. Therefore, you must experiment with different things such as
- posting frequencies
- content form like blog posts, infographics
- brand images
- color codes
In fact, your page analytics can give you insights on what changes you need to implement so as to make your content resonate with your target audience.
g) Share Your Posts Together With Third Party Content
Yes, we did say third party content. LinkedIn too suggests to follow a 4 – 1 – 1 rule for posting content on LinkedIn pages. Well, it is content posting strategy known among marketers. This says for every 1 piece of content that hard sells your company’s product/service, you need to share one piece of relevant content written by you and 4 pieces of educational content written by others.
By following this, you’re not only talking about your company, which might lead to your audience disengaging with your content. But, you’re sharing content that adds value for your target audience.
h) Pin Your Most Valuable Content
You can feature your most valuable content to the top your company page’s recent updates section.
To do so:
Simply head to your company page from your homepage by clicking the ‘Me’ tab and select your company page under ‘Manage’
Choose the update that you want to pin on top of your recent updates
Hover to the three dots on the top right corner of the update selected
Click the dropdown and choose ‘Pin to top’
Once you switch from the admin view to the member view, you’ll see the update featured on the top of your recent updates
Remember, as an admin you can pin only one update at a time.
i) Engage Your Employees
Thus putting together, to create a company update:
- Write a compelling text in maximum 150 characters
- Choose a branded image of size 1200 x 627 pixels with minimal text
- Use vanity URL with tracking code at the back
- Choose the relevant audience using the targeting tool
- Click Save and finally hit the ‘Post’ button.
2) Check Page Analytics To Enhance Performance
As a page administrator, you can check the page analytics and evaluate the overall performance of your pages and content. For checking the page analytics, simply
- Click the ‘Me’ tab on your home page
- Select ‘Your Company Page’ under Manage
- This leads you to the ‘Administrator Page’
- Click ‘Analytics’ tab on the top to view your page analytics.
With the Analytics feature, you can track:
You can check the visitor metrics such as unique visitors and page views for a specified time range and for individual pages such as about, company page, careers page etc or for all pages together.
Here you can check likes, comments, shares, engagement rate, impressions, clicks etc for a specified time range. This gives you understanding of which posts perform better, what is your audience engaging with etc.
This feature helps you to check the number followers your page got in a specified time range. You also can see follower demographics which include the
- location from which you got the maximum followers,
- the job function these followers perform
- their seniority level
- the industry they belong to
- their company size
With such information at your disposal, you can
- Make changes in your content based on the page analytics of individual posts and focus on creating content that drives engagement
- Target location and industry from which you are getting maximum engagement
- Work on pages that do not get much attention of the visitors
- Identify trends and base your future strategy on that
3) Boost Your Audience Reach With Paid Marketing Tools
LinkedIn offers a host of paid marketing solutions that help you step up your organic reach. No doubt organic reach helps in achieving your objectives – lead generation, brand awareness etc. But to grow your reach even further, paid solutions can help in generating some serious results.
Here are some of the solutions you can use to boost your reach:
a) Sponsored Content:
It is a powerful way to reach out and build relationships with people whom you want to connect with. Sponsored content allows you to reach out to such professionals who are beyond your company page followers by displaying ad in their feed. So going by your page analytics, if you can figure out a company update that’s doing well organically, you can boost its reach with the help of Sponsored Content.
b) Direct Sponsored Content:
This too is native advertising. But, unlike Sponsored Content, this appears directly into the feed of your targeted professionals, without displaying on your company page.
c) Dynamic Ads:
These are personalized ads that brands are using to get increased followers and promote their products, services, events, company etc. These too are native ads that get automatically customized by taking the profile information such as their photo, first name, company and job of LinkedIn members. These are any day highly personalized as against the standard advertising
d) Sponsored In mails:
With an open rate of 52%, an Inmail is a combination of a mail and instant messaging. You can send personalized messages to your target audience inviting them to a webinar, introducing them to your products or encouraging them to download your content. This not only allows for connecting with your target audience, but also experiment with the kind of message that get engagement.
4) Post Content That Converts
According to LinkedIn, companies that post weekly see twice the increase in their content engagement over other companies. Further, using rich media in your content such as images, videos and infographics also boost engagement of content you post on company page.
LinkedIn says while images have the potential to increase comments 2x times, videos have 5x times more potential to start conversations.
Therefore, whatever be your objective, you can choose to post content in any of the following forms to drive engagement.
- Blog Posts
- Case Studies
- EBooks, infographics, videos, slideshares
- Industry articles
- Visuals with statistics
- Themed Posts (Like #MondayMotivation)