How to Create a Successful LinkedIn Company Page

LinkedIn has become an essential platform for businesses to build brand awareness, establish thought leadership, and attract top talent. LinkedIn is one of the most powerful tools in a marketer’s arsenal. With over 700 million users, it’s no wonder that LinkedIn is the go-to social media platform for B2B marketers.

Therefore, creating a LinkedIn company page that impresses you is the first step to a successful LinkedIn marketing strategy. There are a few best practices for creating a successful LinkedIn company page that will make sure your profile makes a positive impression:

All About LinkedIn

Before delving deeper into the topic, let's just appreciate the immense tool that LinkedIn gives you as a marketer. LinkedIn is a professional network used to build work-based or related connections. This is where it differs significantly from other social media networks like Facebook, which are more geared toward personal use and B2C connections. LinkedIn was founded in 2002 and is headquartered in California. Membership for LinkedIn is free, but there is a premium service that you can utilize that gives you more profiles in each search result and access to additional data, and some pretty cool functionality.

Optimize Your Company Page

Now to move on to actionable ways to utilize LinkedIn as a marketing tool, the first step in creating a successful LinkedIn company is to optimize it for search engines. This means utilizing relevant keywords in your company description, tagline, and headline. Make sure to fill out all the fields on your company page, including your logo, cover photo, and company description. This will help to establish your brand identity and create a professional appearance.

Also, it’s helpful to note that although LinkedIn doesn’t have the largest network, it is one of the most trusted in the professional arena, and as such, having an optimized company page is well worth the effort. Here are some general tips to keep in mind when setting up your company’s LinkedIn page:

• Make sure your banner or profile image looks professional. This is the face of your brand, after all, and helps create an excellent first impression. Remember that brands with a tagline, company logo, and complete information get 30% more views when compared with brands who need to fill out their About section or post a good profile or banner image.
  
  
• Speaking of your about us section, ensure that this portion of your profile is filled out as mentioned above, not just factually. Use the right keywords to garner applicable views.
  
  
• Make sure that you post regularly, not just every once in a while. Have a content strategy for consistent quality posting. 
  
  
• Host a virtual event on occasion via your LinkedIn page. This offers further engagement opportunities and helps you introduce your brand, service, and/or the content you post regularly.
  
  
• If you have products, use your LinkedIn page to build a helpful product page.
  
  
• Create a career page. This will help you find new talent interested in joining your team.

Create Engaging Content

The next step to using LinkedIn successfully as a company page for marketing is to create engaging content. Your content should be relevant to your target audience and provide value. Make sure to include multimedia content, such as images, videos, and infographics, to make your posts more visually appealing. When contemplating what differentiates engaging content from standard or less effective content, it’s important to note that when you fine-tune the process and achieve helpful, engaging content, you will promote social media shares, subscriptions, clicks, and more.

Although “engaging” is bandied around quite a bit in the marketing industry, you need to define what is engaging for your brand. As mentioned above, it can mean social media shares or achieving leads. Whatever the word implies to your business, ensure your content is set up to meet that goal.

Encourage Employee Advocacy

Employee advocacy is a powerful way to promote your LinkedIn company page. Therefore, encourage your employees to share your company’s content on their personal LinkedIn profiles. This will increase your content's reach and help establish your brand as a thought leader in your industry. To encourage employee advocacy, you can offer incentives to employees who share the company page or who have successfully increased views or the like.

It’s also important to ensure that your employees are happy with their place in the company, as a happy, content employee is much more likely to want to share good information with others. Keep in mind your employees are the biggest advocates you have within your business. Therefore, don’t forget the immense opportunity they present to further your reach as a brand.

Engage Your Followers

Another way to get the most out of your LinkedIn presence is to engage with your followers. Engagement is key to building a successful LinkedIn company page. Good engagement means responding to comments and messages in a timely manner and making sure to engage with your followers overall. This will help build relationships with your audience and further establish your brand as a trusted source of information. You can join LinkedIn groups related to your industry and participate in discussions to engage further. This will help to increase your visibility and establish your brand as an industry leader.

Analyze Your Performance

Last but certainly not least, it’s important to analyze your page’s performance to create a successful LinkedIn company page. Thankfully, LinkedIn provides analytics tools that allow you to do just that, track your page’s performance in various ways, including the number of impressions, clicks, and engagements. Gather this data and then use it to optimize your current content strategy and make more informed decisions about future content. This will help you to create a successful LinkedIn company that drives results for your business.

It Takes a Good Strategy

In conclusion, creating a successful LinkedIn company page requires a strategic approach. Contact us at fuze32 to learn more about the many benefits of LinkedIn for your company’s outreach, and let us help you utilize it even more to better your brand.