LinkedIn LowDown – part 3

how to use LinkedIn Company Pages

In the final part of our LinkedIn LowDown series, we look at how you should be using your company page.

Following our training with Mike Clarke from Really Connect last year, we put together this three part LinkedIn LowDown series. We’ve already looked at how to make your LinkedIn personal profile effective and the best practices to stay active and build connections. Today, we look at the purpose of a Company Page and how you can fully utilise LinkedIn for businesses.

For those of you who don’t know, LinkedIn has a staggering growth rate of two new members per second, meaning that this professional network can drive a huge amount of traffic to businesses. Therefore, when it’s used correctly, a LinkedIn Company Page can generate regular leads and exposure.

Of course, we’re aware that effectively managing a Company Page on LinkedIn is something that business owners sometimes struggle with, so here’s our advice on how to ensure the smooth running of your LinkedIn Company Page.

Creating a Company Page

To create a Company Page, hover over the Interests section at the top of your homepage, select Companies, click Create and then enter your company’s business name and email address. The email address provided must be a valid company email address with the company domain and also be listed on your personal profile. LinkedIn will send a confirmation email to this address, simply follow the instructions you’re given to finalise the setup. Then hey presto! You have a Company Page.

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Add keywords to your profile

When writing a summary for your Company Page, it’s important to use keywords so that your page is optimised for search. LinkedIn profiles are searchable, so make sure your page will display when a client or customer enters relevant keywords into the search bar. It’s beneficial to work closely with your SEO department at this stage so that they can create a list of keywords or phrases that best define your business. LinkedIn is also highly regarded by Google, meaning you can get your LinkedIn page to show up in Google search results when people are searching for your keywords.

Visually attractive

Instead of having a run-of-the-mill stock image or a poorly-cropped image as your page header, create an image that effectively expresses your company’s personality and goals. A high-quality page header will help to establish the credibility of your company. The same goes for your profile picture. LinkedIn provides information on the dimensions needed for these images, so be sure to check these out first. No matter who you are, a pixelated image will never look professional!

Showcase Pages

Once upon a time you could list a specific product or service under the Products and Services tab. However, this function no longer exists and LinkedIn has now introduced Showcase Pages, which act as an extension of your Company Page and can be used to highlight your best products and services.

Showcase Pages are beneficial because users can follow the specific topics or products they’re interested in, rather than following the main company newsfeed, which may not be as relevant to them. They are shown on the right-hand side of your main page and, once clicked, will open up in their own page. You can also upload a new logo and banner that’s specific to this product or service. Plus, Showcase Pages have their own analytics, so you’ll be able to keep track of visitor interest. Taking advantage of Showcase Pages will help to build stronger relationships with your target audiences and drive further engagement.

Showcase pages

Publish company updates 2-3 times a week

LinkedIn is a social channel, so it’s not enough to just sit there and look pretty, you have to interact with others. By regularly sharing blog posts, press releases, and company updates, it will keep your followers up to date with both your company and your industry as a whole. Spending just a few minutes each day posting fresh content will make your page much more appealing and resourceful, which means you’ll be reaping the benefits of a LinkedIn Company Page sooner rather than later.

Sponsored Updates

LinkedIn provides companies with the opportunity to promote certain updates. This means that these sponsored updates will show up on LinkedIn users’ home feeds, even if they aren’t directly connected to the Company Page. Of course, the costs for these sponsored updates will vary depending on location, target audience and the length of the campaign.

Sponsored updates

Promote your page

Add a ‘Follow Us’ button or a LinkedIn icon to your website so that visitors to your site will be able to continue their journey onto your LinkedIn page. In the same way, it’s important to add a LinkedIn icon to your employee email signatures so that recipients of emails can easily find your LinkedIn page. It’s also worth encouraging your employees to list their ‘current company’ on their profile as this instantly creates a link from their profiles to your Company Page.

Being proactive through personal profiles

The biggest disadvantage to a LinkedIn Company Page is that you are unable to proactively connect and interact with your target audience. This is because your Company Page is unable to post in groups or interact with those that haven’t organically interacted with you first. Therefore, as a business owner, it’s important to encourage your employees to make use of their personal profiles. Personal profiles are able to share out the content from your Company Page, ensuring that your content is seen by as many LinkedIn users as possible. Also, according to Forbes, people are more likely to like and trust your company’s feed if the updates are shared by your employees.

That concludes our LinkedIn LowDown series! By now, you should all be LinkedIn luminaries, but if you’re still feeling more LinkedOut than LinkedIn, give us a call to see how we can help.

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