How to Create a Company Page on LinkedIn to Promote Your Small Business?


Snigdha
By Snigdha | September 2, 2019 9:03 pm  | 5-min read
How to Set up an Engaging LinkedIn Company Page

Creating a LinkedIn Company Page is a valuable tool for businesses to promote products and services, establish a strong brand image, recruit quality talent and share informative insights or updates. With a user count in the hundreds of millions, LinkedIn is the top social media network for professionals across many industries, so many companies, especially those that sell business-to-business products and services, can benefit more from investing time and effort here than on other popular social media sites, such as Facebook. Here is our amazing post in which we have talked about how to use LinkedIn for business and explained the potential of using the platform for small businesses and more.

Why Setting up an Engaging LinkedIn Company Page is Important

Having a Company Page provides many benefits. It’s a way to showcase the entire company, know when someone mentions your brand, track the success of updates, directly promote new or specialized services and more. Best of all, it provides useful information about your business in a single place that’s easy to find.

It costs nothing to create one, and the process is simple if you already have an active account with a company name and email address. Keep reading to learn how to set up a LinkedIn Company Page and get the most out of it.

Step 1: Create Your LinkedIn Company Page

To create a LinkedIn Company Page, log in to your LinkedIn account and click on the “Work” tab. (It should be in the upper right-hand corner.) Then scroll down to the bottom and select “Create a Company Page.” Next, you’ll be asked to choose the page type. You can make a small business, medium to large business, showcase or educational institution page.

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As long as they’re active and verified, both basic and premium accounts are fine to use. If you don’t have a confirmed email address for your account, you’ll be asked to add one. Generic domains that aren’t unique to one company (gmail.com, yahoo.com, etc.) can’t be used. Also, if your account is less than a week old and has few connections, an error message will appear when you try to make a Company Page.

To address these problems, make sure to use a valid email address and become an active user by connecting with other professionals.

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Step 2: Fill Out Company Information

Once you’ve successfully chosen a page type, the next page will prompt you to fill out basic information about the company, starting with “page identity.” Fill in this section carefully, as your company’s identity is how potential customers, connections or recruits will find it.

The LinkedIn public URL field is customizable, so choose a name that’s appropriate for your company and that fits with its existing website name. For example, a company named John Smith’s Widgets and using the website www.jswidgets.com should probably enter “jswidgets” in the public URL field, which would result in this link name: linkedin.com/company/jswidgets.

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It’s best to use a name that’s short, relevant to your business and easy to remember. This will help when the time comes to share the URL on LinkedIn and elsewhere. Keep in mind that it has to be a unique URL that contains only lowercase alphabet, numeric, hyphen, or Chinese, Japanese, or Korean Unicode characters.

After that, fill out the “Profile details” section by uploading a logo and adding a tagline. The tagline should be a short and sweet little catchphrase that expresses your company’s core idea or message.

Finally, after filling out all of the previous sections, check the box stating that you’re an actual representative of the company and are authorized to create the page, and then proceed.

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Step 3: Add Branding

The newly created page will be mostly blank, so the next step is to add branding to it. Click on the Edit icon (pencil) near the header or logo elements, choose a file saved on your computer and then click Save.

The recommended dimensions for a header image are 1536 x 768 pixels. It’s easier to avoid using fancy images that include text or intricate details, which appear differently on desktop and mobile. Choose something simple but easily associated with your brand (e.g., uses brand colors).

If you chose to skip adding a logo while creating the page, now is a good time to add one. Click on your current logo. The recommended size is 300 x 300 pixels. Again, it’s wise to avoid text or intricate designs since the display differences can be hard to predict.

Having more than just the company name on your page shows customers what your brand is about (and also that it’s a legitimate company).

Step 4: Write a Company Description

You can add or change the company’s description by clicking the Edit icon in the About section. Having a company description is one of the most critical parts of your LinkedIn Company Page.

There’s a 2,000-word limit, but you shouldn’t feel pressured to make use of all that space. In fact, it’s more likely that you’ll lose your audience if the description goes on too long or is filled with wandering, irrelevant information. Try to put yourself in the shoes of a potential visitor: What types of questions might that visitor ask?

The description should communicate your company’s goals and overall vision, and those goals should align with the objectives of the visitor, such as to purchase a quality product or service, find a rewarding job or gain meaningful professional connections or insights. Furthermore, something should set your company apart from the vast number of alternatives.

Once finished, you can choose up to 20 specialties that define your company’s area of expertise and the value it offers. It’s unnecessary to pick 20 (unless your business offers a diverse range of services), so focus on what your business does best. Consulting with coworkers might be a good idea if you get stuck, and it’s also possible to update this section later.

Step 5: Add More Details

Click the Edit icon next to any element on the page to edit its details. You can fill in or change the details that appear on your Home and About tabs.

As with a personal account, adding details to your LinkedIn Company Page increases its effectiveness. Keep the goals from your description in mind while adding details to your page. Try to include keywords that are relevant to the company as well as searchers. Feel free to highlight any open positions or new products and services.

If you run (or are closely associated with) any groups relevant to your business or industry, adding those groups will get you off to a good start.

Step 6: Post Content

The final step in the setup process is posting content to your Company Page. You can post text, images and videos by clicking on “Start a post” (for articles), the Camera icon (for images), the Video icon (for videos) or the Document icon (for documents).

If you’re having a hard time coming up with ideas, LinkedIn has a tool that suggests content by industry. Click the “Content Suggestions” tab to check out shareable content from elsewhere.

You can also use the search bar to find similar companies in your industry. Though you don’t want to copy another company’s content strategy to the letter, it might improve your choices about the type of content that works or doesn’t and how it’s structured.

Ask yourself:

  • Roughly what percentage of posts are text/image/video? Which is most common?
  • What types of CTAs does the company use?
  • How often is content shared from another page?
  • How short/long is the typical post?
  • Do posts make use of community features (such as hashtags)?

Like all other social media networks, having a consistent posting schedule will help you get the most out of your content and encourage steady growth. Consider that the half-life of a LinkedIn post is about 24 hours and adjust the content and timing of your posts accordingly.

Step 7: Promote Your Company Page

Now that the foundation of your Company Page is in place, it’s time to build upon it. Other than posting content, the most important thing you can do at this stage is make connections with other professionals.

Add employees or colleagues who work at your company. This will encourage more activity through likes, comments and discussions, thus expanding the page’s visibility.

Spread your Company Page’s public URL by inserting it in blog posts, emails, newsletters and posts on other social media sites to easily gain extra exposure. Funneling traffic to your page this way ensures that you’ll have pre-interested visitors who respect what you or your business has to offer.

Ask people to review your products and services. You can feature these reviews on your Company Page or broadcast them on other forms of social media, in blog posts, etc., to create buzz and drive even more traffic.

Lastly, you can use the “featured updates” and “targeted updates” options to expand and refine your reach. When you set published content as a featured update, it shows up highlighted at the top of your Company Page’s homepage. Targeted updates, on the other hand, are updates visible only to the segment of your followers you’ve chosen. Targeting options include company size, industry, function, employee/non-employee, seniority or geography.

Step 8 (Optional): Upgrade

Though it’s free to create a LinkedIn Company Page, some companies benefit from spending money on additional features. LinkedIn’s robust advertising options are the obvious choice for more exposure, but for companies that are serious about recruiting high-level talent, there’s a feature called “Career Pages.”

To create a Career Page, navigate to LinkedIn’s Talent Solutions section. You can then schedule a consultation and find out how your business can use one of these pages effectively.

This extension of your Company Page increases brand awareness, drives engagement and funnels open roles to top candidates with matching qualifications. You can share videos, photos and other employer-branded messages to prospective hires, giving them a glimpse of company culture and values.

The price of this service is negotiated on a business-by-business basis. LinkedIn does offer a free demo, however.

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Conclusion

Given its massive reach and popularity, LinkedIn is a promotional platform few companies can ignore. In a few clicks, you can connect with a wide network of professionals, potential customers, world-class talent and industry fellows. Chances are, if you’re in the professional world, you already have a LinkedIn account.

Creating a LinkedIn Company Page allows you to direct people to a single location that showcases your company’s branding, describes its main purpose, highlights useful new content and presents relevant product and services.

Best of all, it doesn’t cost a dime — just some time and effort.

Did you know that you can convert your LinkedIn company page into an app? Time to add a professional touch to your company’s digital identity with Appy Pie in the no code way!

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Snigdha
About The Author
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The Content Head at Appy Pie, Snigdha has had a passion for writing since she can remember and feels lucky for making it her career. With a total experience of 11 years, she has dedicated the last 6 years to hard-core content writing and management. She actively writes about all things related to Social Media & more. In her spare time, she would either love to read curled up on the couch or take a bag of necessities (including a good book) and drive off into the sunset.

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