In a world where connection and networking have become the norm, having a social media presence is essential for individuals and companies. The popularity of social media has made connecting and networking with people a lot easier.
Social media giants like Facebook, Instagram, and Twitter have millions of accounts and pull in millions of people every day on their platforms. LinkedIn isn’t far off, voted as the most trusted social media website; it’s also the ideal place to establish business-to-business connections and network with like-minded people.
A company page is how businesses reach out to potential customers and clients. Find out how to create a page and the best practices to follow. Keep reading.
What is a LinkedIn Company Page?
A LinkedIn business page is a company’s home base on the LinkedIn platform. The LinkedIn page is where companies engage with their followers, update them on the latest development, and share fun and inspiring articles. It’s a place to build a striving community, just like other platforms like Twitter, Facebook, and Instagram. The primary difference between LinkedIn and other platforms is LinkedIn is on the professional side.
Why Create a LinkedIn Business Page?
The creation of LinkedIn business pages is necessary because LinkedIn advises you to create one if you own a business. Doing this brings about the following benefits:
Lead Generation
You can generate leads just by having a well-managed business page on LinkedIn. LinkedIn’s study shows that a business page can increase purchase intent by 33%.
Build a Loyal Community
A company page creates a platform to connect with followers of the page. The community members can be current or past employees, customers, clients, and candidates. Companies can share behind-the-scenes information, post engaging quotes, or questions, or an article that mentions the business or a current employee in a positive light.
Improve Discoverability
LinkedIn company page creation stamps your presence on the platform. It gives the business a home on the social media platform. Like when trying to find someone on Instagram or Facebook, their discoverability depends on if they are on the platform.
Increase Publicity
Most companies have a social media presence on other social media networks, and having one on LinkedIn is also a wise decision. It’s possible to funnel followers from your other social media networks and website to your LinkedIn page.
Helps with Recruitment
Recruitment is the primary reason LinkedIn is popular. Their statistics show companies hire three individuals every minute, which will probably increase, given the labor market situation.
How to Create a Company Page on LinkedIn
Creating a business page is a straightforward process, and it should take you less than an hour to have one running.
Step 1: Login Into Your LinkedIn Profile or go directly to the “LinkedIn Pages” Homepage
Source: LinkedIn
If you decide to log in using your LinkedIn profile, go to the work icon in the top-right corner of your tab. Click on it and choose “create a company page” from the drop menu. It’s the last option on the menu.
If you decide to go through the LinkedIn page URL, click on it. On the page, choose “create your page.” It will redirect you to the same page as when you used your login details.
Step 2: Select the type of Page you Want to Create
Source: LinkedIn
The page will present you with three options. They are:
Company: The company option is for any small, medium, or large business that wishes to create a page.
A Showcase Page: The showcase page allows a business to target multiple audiences by adding sub-pages to an existing one.
An Educational Institution: This page is for schools and other educational institutions.
Since we are creating a company page, we will select the company option.
Step 3: Enter your Company Name, URL Address, and Website
Source: LinkedIn
Company Name: The name should be the full name, as with other social media platforms.
URL Address: The URL looks like this “www.linkedin.com/company/” name of your company. Your company name can be unavailable because it has the same name as another page. You can shorten the company name to one already used on other social media platforms.
Website: Although it’s not compulsory, it’s advised to input a website, so LinkedIn can link the page to that site.
Step 4: Add Industry, Company Size, and Company Type
Source: LinkedIn
This step is self-explanatory as you choose from a dropdown option which industry the company belongs to, the size of the company, and what type of company. The type of company asks if it’s a public, private, or government organization.
Step 5: Add Company Logo and Tagline.
Source: LinkedIn
The company logo should be clear and consistent with other social media platforms and have a dimension of 300x300px.
The Tagline is a brief explanation of what your company does. It is 120 characters, so make it count.
Step 6: Preview and complete the Process
The next screen lets you preview your information to verify if you are okay with them. When satisfied, check the box that says “you are an authorized rep of the company” and click create the page.
After the first six steps, which are the basic information, LinkedIn creates the page. It also shows a dashboard with a checklist of other information LinkedIn needs to optimize the page. While you may decide to fill this out later, we advise you to do it as soon as possible to access other features, like inviting people to the page and content suggestions.
Source: LinkedIn
The Other Tasks You Have To Fulfill To Complete Your Company Page Include The Following
Description: The description is about the “About Us” section. Give a detailed description here about the company. LinkedIn gives you a limit of 2000 characters, so let your narrative be more than your tagline. To help with the narrative, you can try answering some of these questions.
Who are you?
What do you offer?
What are your values?
How to contact you?
Location: Add a location to your company. If your company is a multinational with many offices, you can create a showcase page for each with different areas. Also, consider using your headquarters as your primary location.
Hashtag: Add hashtags related to your company, industry, or audience to attract like-minded followers to your page.
Cover Photo: The cover photo acts as a background photo on your page, like on your Facebook profile. It is the first visual visitors see, so it should be appealing. The photo size should be 1,128 x 191px.
LinkedIn Best Practices
To stand out from the remaining company pages, you should follow best practices when setting up and managing your LinkedIn page for business.
Complete all your Page details
Fill in all the necessary details on the company page to increase your discoverability on LinkedIn. You are ten times more likely to be discovered if you complete your form.
Add Other Important Admins to the Page
All social media pages need a group of admins, and LinkedIn isn’t different. The Super admin creates the page and can add others to be content admins, curators, and analysts.
The super admin has access to all page activity.
Content admins can edit and publish posts.
Curators can create recommended content and see content suggestions.
The analyst can access the page’s data and see the page’s performance. They can also export this data.
Grow your Audience
Growing your audience will involve different activities, some of which include:
Inviting individuals to follow the page: Each new page has 100 invite credits to start. When a connect accepts an invitation, it returns to you, and you can send that to a new connect.
Use Target Posts: You can set your posts to specific people by choosing a region, company size, or interest to direct your post to the right audience.
Use Paid Promotion: Using paid promotion is also a great way to reach out to a new audience and grow your followers.
Regularly Share Engaging Content
What makes a page successful is sharing engaging content. The 5-3-2 rule is a good rule to follow. For every ten posts, five should be trending posts, and create three original and then two fun posts. You can share the five posts from your trending article or company news platform, and you want to share articles that will resonate with your audience. LinkedIn does a great job of keeping tabs on all trending articles in various industries.
Since LinkedIn is more of a professional social network, you can share long-form posts with your audience. It can be deep research by your company or a practical one to help your followers, and LinkedIn recommends you keep it between 500-1000 words.
The two fun posts are to humanize the page. To show the page’s personality, it can be sharing photos with relatable quotes, retable memes, or even behind-the-scenes of the company.
The use of images can double the number of comments, and videos can increase engagement five times.
Research by HubSpot found it’s best to post between 3 to 5 times a week, with Tuesdays-Fridays being the best days.
Involve your Employees
Employees have ten times more connections than company pages, so involving them with the company page is a good idea. When they participate, their connections are bound to see their comments or shares from the company page. Bring visibility and awareness to the company page.
Build a Career Page
A Glassdoor study reports that 69% of job seekers are more likely to apply to a company promoting its culture online. A Career page is an additional page you can create to showcase the company culture and post job adverts. They are a paid service but can boost your recruitment efforts.
Keep up-to-date With LinkedIn Latest Tools
LinkedIn always updates its site with new tools and services. Stay in touch to be an early adopter of the service. LinkedIn rewards early adopters of their applications by giving them a boost on their algorithm.
Conclusion
In conclusion, a LinkedIn page for a business must exert its presence on the platform. Like every social media, your admins should effectively manage the company’s page. To attract more B2B transactions, setting a shop on LinkedIn is the way to go.
