With more than 610 million users in over 200 countries and territories worldwide, there’s no denying that LinkedIn is THE place to be if you’re a professional or business. That said, getting started on creating a Company Page can be intimidating and confusing. That’s why I’ve put together 5 steps to help you create the best Company Page possible and ensure your business gets the attention it strives for on the popular social platform.
Step 1: Create The Page
To start off, make sure you’re logged in to your LinkedIn account and then visit this link which will bring you to a page with the form below:
Fill out the form paying close attention to your punctuation and spelling, as well as, the public URL you choose as these will represent your Company Page.
Step 2: Use Images and Text To Stand Out
We all know a picture is worth a thousand words so take advantage of LinkedIn’s logo and cover image fields to better relate to those who come across your Company Page. To find out what sizes your images should be, visit Your Best Guide For Social Media Image Sizes.
In addition to a properly sized logo and cover image, the Description you provide is equally important. This is your opportunity to let the world know what your company does so be sure to answer basic questions such as who you are, what you offer and what your values are. Also, it’s important to know that Company Pages are SEO-friendly. That means that the copy you choose to describe your business should be keyword-rich and discoverable. Finally, you can showcase your content in multiple languages so consider taking advantage of that feature to appeal to individuals from multiple geographies.
Step 3: Post Every Day
While there are optimal times of day to post, generally, posting every weekday will give you the visibility and exposure you need to engage with your target audience. We recommend having a theme for your posts so that they all tie in together, and play up popular themes such as “Fun Fact Friday”. Now that hashtags have become popular on LinkedIn, consider creating a hashtag for your company and use it in your posts, as well as, use popular hashtags in your field of business i.e. if you’re in marketing you can use #marketing, #socialmedia, #marketingstrategy, and so on. By doing so your posts, and consequently Company Page, will become discoverable from hashtag feeds in addition to the news feed.
Step 4: Analyze Your Results
As every marketer knows, analyzing the results of marketing efforts is key for success. Thankfully, LinkedIn makes it easy to track all the analytics related to your Company Page by clicking on Analytics at the top task bar of your Company Page. These analytics include:
- Visitor Analytics
In the case of Visitor Analytics, LinkedIn allows you to customize the data timeline i.e. last 15 days, last 30 days, last 6 months, etc., so you can see your progress over time. Below are some screenshots so you can better understand what type of information you’ll have access to by creating a Company Page for your business:
For Updates, you can expect to see how many Likes, Comments and Shares you have received over whichever time period you choose. In addition, you’ll be able to see detailed and chronologically mapped out Engagement Metrics such as Impressions, Clicks and Social Engagement % as per the image below.
Finally, for Followers, you’ll have access to insights such as Follower Gains and Follower Demographics (pictured below) which will give you the chance to better learn who your audience is and where they are located. This is very helpful when it comes to knowing who to target when creating paid advertising campaigns – something we’ll cover in another post.
And if that wasn’t enough to get you excited, you can export all these statistics and create your own reports to compare exactly the statistics you want, whenever you want! Simply click “Export” on the top right hand side of each page you visit and the data you’ve selected will export in a ready-to-use report.
Step 5: Get Endorsements
As we all know, people love reading reviews on new restaurants and places to visit before they go. The same applies to businesses – that’s why having endorsements on your Company Page is imperative. You can gain endorsements by asking the following groups of people to endorse your Company Page:
- Influencers in your field of business
- B2B associates such as vendors
To get these groups to endorse you consider the following options per group:
- Send an internal communication to employees asking if they’d be willing to publicly endorse your Company Page
- Reach out to Influencers via email or LinkedIn and offer to endorse them in exchange for their endorsement
- Ask customers you have a good relationship with to publicly endorse you (keep in mind this may take a while depending on whether or not their Legal team or PR team have to approve the endorsement)
- Contact your associates and offer to refer them to other businesses and/or endorse them in exchange for them endorsing your Company Page
We hope these steps prove how easy it is to create and maintain a successful Company Page on LinkedIn! If you need help for any – or all – the steps above, our team is more than happy to provide the guidance needed so be sure to contact us!