Creating a company page on LinkedIn for your Business

In this article we look at why creating a company page on LinkedIn can be very useful for the development of your Business and Communication and Marketing Strategies.

Social networks are a constant presence in the lives of much of the Italian population.

They are used for a wide variety of reasons.

And each social channel has its own peculiarities, services and target audience.

When we talk about social networks we inevitably think of Facebook and Instagram the ones that, at the moment, are going for the most or at least are the most mentioned for a variety of reasons.

LinkedIn is considered the specific social network for developing professional contacts and relationships.

We could call it a social network for B2B for this reason it is strategic in social media strategy if your target audience is purely business.

It is the element that characterizes and differentiates it from other social networks such as Facebook, Instagram, YouTube and Pinterest to name a few, which are more dedicated to social and personal interactions.

If our social positioning strategy, involves us targeting businesses and freelancers, LinkedIn is unbeatable.

The tone of communication is definitely more formal than on other social channels.

Posts and videos published are mainly about business topics, although lately, some users have tended to publish everyday life content that marries very little with the platform.

If you want to implement a focused strategy, you can also request your own Linkedin consulting for companies.

How can a company promote its business on LinkedIn?

It is a platform dedicated to “social” activities at work.

Linkedin also thinks about Companies and does so through its company pages.

Corporate pages are a well-organized showcase through which, your business entity, can communicate to the target Customer:

• Products and services offered
• Mission and values
• Searches for new employees
• Partnership Opportunities

This makes it easy to promote your business, trying to attract new contacts and opportunities based on your goal:

• Lead
• Customers
• Contributors
• Partners
• Brand Awareness
• Engagement.

4 good reasons to create a business page on Linkedin

Creating a company page on LinkedIn is a strategic move for any business aiming to strengthen its online presence and cultivate meaningful professional relationships.

LinkedIn, being the world’s largest professional network, provides a unique platform for companies to showcase their expertise, products or services, and to build a strong brand.

Here are some reasons and advantages why a company should implement marketing activities on LinkedIn:

1. Visibility and Positioning

• Market Presence: A well-maintained LinkedIn page increases a company’s visibility, making it easily found not only by users of the platform but also in search engine results.
• Positioning as a Thought Leader: By sharing valuable content, industry insights and best practices, a company can establish itself as a leader in its field, attract interested followers and increase engagement.

2. Brand Awareness

• Brand building: LinkedIn enables brand storytelling, sharing successes and milestones, thus helping to build a positive brand perception.
• Professional Networking: By interacting with other companies, professionals and potential clients, you expand your network of contacts and increase global brand awareness.

3. Customer Acquisition and Business Networking

• Targeting: LinkedIn offers advanced tools for advertising targeting, enabling companies to reach specific audiences based on industry, company size, job function and more.
• Community Building: Creating or actively participating in relevant industry groups can be an effective strategy for acquiring customers, as it allows you to make direct connections with potential customers and partners.

What makes Linkedin interesting is the fact that it is possible to link the personal profiles of the company’s employees to the company page. In this way, employees and workers also become promoters of the company itself. We could say Ambassadors.

On the other hand, the more private and corporate Linkedin profiles are used, the more successful our promotion activities will be: traffic from the page to the profile and traffic from the profile to the page.
Not only that.

4. Use Linkedin as an amplifier

You also have the opportunity to post content from your website or e-commerce on Linkedin, creating a direct link to it and consequently improving link building.

In this sense, the Linkedin company page becomes an excellent source of qualified traffic, because it will appear on the search results of those users who want to find certain products and services.

This aspect has become further relevant since the use of keywords in the form of #hashtags was introduced.

For this reason, it is important to establish a precise and timely editorial plan for publishing interesting posts on the page in order to attract new traffic and demonstrate that it is an active and constant page.

Creating a company page on LinkedIn: 10 helpful tips to grow your Page!

Below you will find some tips for creating company page on LinkedIn so you can increase your online presence, establish yourself as a true leader in your industry, and increase opportunities to generate new sales.

1. Take care of the company profile and cover image

• Profile Image and Cover Page: They are the first mirror on the world, meaning they are the first things noticed when opening a LinkedIn Page. Make sure your company logo and cover image are professional and reflect your brand.
• About: The “About” section should be detailed, including keywords relevant to your industry to improve your page’s SEO ranking.
• Contact Details: Update all contacts and links to your website for easy interaction.

According to statistics, LinkedIn Pages that have a profile image receive six times more visits than those without one.

Choosing an image for LinkedIn is very simple: as with Facebook or Instagram, you will need to use your company’s logo and adjust its size.

As a cover image, however, you can use a graphic that represents your identity. The user, as soon as they enter, should be clear about what your values and mission are.

2. Include the keywords most useful to you within the About Us section.

Carefully selected images serve as a magnet for prospects and talent, but words also play a key role.

The About Us section will allow you to write a bio, of about 2,000 words, to provide visitors with all the necessary information related to your company.

Here we advise you to use simple and accessible language, with an eye toward useful keywords to identify yourself. You can use the 5W rule: who, what, when, where and why.

What you need to remember when filling out your bio is that LinkedIn is a professional space.

Avoid being too “friendly,” but also keep in mind that sharing professional content does not necessarily mean being boring.

3. Fill in the other fields

According to research, companies that have completed their LinkedIn Page receive twice as many visits as those with incomplete pages.

To optimize your brand presence on LinkedIn, make sure you have filled out the following information:

• URL: to be found outside the platform
• Address: keep it constantly updated
• Country of Headquarters: dedicated to global brands to indicate a head office
• Industry: the industry to which it belongs
• Company size: to let people know the number of employees

A complete LinkedIn Page will make internal research on the platform much easier.

4. Create Linkedin showcase pages

If the LinkedIn Company Page is a general window on the world, showcase pages are designed specifically to have specific focuses.

Depending on their interests, users will be able to access showcase pages to see product ranges, charity campaigns, sponsors, or recurring company events.

Obviously, showcase pages require constant updating. These have different followers than Business Pages and have a completely different target audience.

5. LinkedIn page creation: section dedicated to job openings.

According to research by Glassdoor, 69 percent of job seekers do so in companies that actively share their philosophy.

LinkedIn job pages are a great potential to support a recruiting strategy, where you can highlight your company philosophy and find talent that matches your expectations.

These pages are true customizable forms where you can share images, videos and articles of interest to your candidates.

6. Creating LinkedIn page for Company: quality content marketing.

As we always say, quality content allows us to attract users and create a trusting relationship with our potential customers.

• Varies Content Types: Alternate text posts, images, videos and articles. Videos, in particular, tend to have good engagement, so including them in your strategy can be very helpful.
• Added Value: Share content that offers value to your audience, such as industry insights, case studies, success stories, and practical tips.
• Scheduling: Develop an editorial calendar to schedule publications. This helps you maintain a consistent presence on the platform without becoming excessive.
• Frequency: The ideal amount of posts will vary depending on your industry and audience. In general, starting with 2-4 posts per week can be a good starting point, and then adjusting based on the engagement you get.

What types of content can you publish?

Sharing external content on your LinkedIn page and publishing an article using the platform’s native feature are two different ways to present content to your followers, each with its own specific advantages and ideal contexts of use.

Sharing of External Content

What it is: It involves posting a link that points to content hosted on another site, such as a company blog article, an industry news story, or a YouTube video.

Advantages:

• Speed: This is a quick way to update your page and maintain an active presence.
• Drive Traffic: Useful for directing traffic to your website or other external resources.
• Content Diversity: Allows you to share a wide range of content, thus enriching the offerings on your page.

When to use it:

• To promote content hosted on your website, increasing traffic to it.
• When you want to share relevant industry news or external research studies to position yourself as a reference in your field.
• To maintain a regular publication frequency without the need to create new original content all the time.

Publishing Articles with LinkedIn’s Native Function.

What it is: LinkedIn allows you to write and publish articles directly on the platform, using editing tools that allow you to insert titles, images and subtitles.

Advantages:

• Engagement: Native articles tend to generate more interaction directly on the platform.
• Brand Authority: Posting in-depth articles on LinkedIn can strengthen your position as a thought leader in your industry.
• Prolonged Exposure: Unlike regular posts, articles remain accessible and visible on your profile for a longer time.

When to use it:

• When you want to share insights, opinions, or detailed analysis that require more space than just a post.
• To build or strengthen your brand authority on topics specific to your industry.
• When the content is strategic to your brand positioning and you want it to be directly associated with your LinkedIn presence.

Choose between the two options

The choice between sharing external content and publishing a native article depends on the specific goals of your content strategy on LinkedIn.
If your goal is to drive traffic to your website and maintain a high publishing frequency, sharing external content may be the best choice.

If, on the other hand, you wish to build your brand authority and generate deeper engagement with your audience, posting native articles on LinkedIn may be more effective.

Ideally, a balanced strategy that incorporates both approaches can deliver the best results, leveraging the benefits of each to maximize visibility and engagement on your business page.

7. Interaction and Community

If you want people to interact with your Page and your personal profile, first interact with their channels.

• Interact: Respond to comments and questions about your publications to increase engagement and show that there are real people behind your company.
• Create Connections: Connect with other companies and professionals in your industry to expand your network.
• Active participation: Join or create groups relevant to your industry on LinkedIn to increase visibility and establish your company as a thought leader.
• Monitor Metrics: Use LinkedIn’s analytics tools to monitor engagement, reach of your posts, and follower growth rate. Use this information to adjust your strategy.

8. LinkedIn Ads

Do you want to significantly and quickly increase your social media presence?
Do you want to use Linkedin to intercept new customers or increase your e-commerce sales?

Consider using LinkedIn Ads to promote specific content or to increase the visibility of your company page to a broader, more targeted audience.

9. Gather endorsements

The most powerful form of recognition on LinkedIn are endorsements, a specific section devoted to “reviews.”

You can ask your employees, customers or your network to leave a recommendation related to their experience with your company.

Letting others speak for you is very important, as it turns out to be more credible.

10. Keep an eye on other LinkedIn Company Pages.

LinkedIn, annually, publishes a list of the top 10 business pages.
Visit them and identify the ways in which they have managed to differentiate themselves from others.

Want to create a Company Linkedin page to increase your Business?
Book a Free LinkedIn Consultation on my calendar.

Linkedin create business page: When it may not be the best choice

There are some circumstances in which LinkedIn may not be the most suitable platform for some companies:

• Non B2B Sectors: Companies that operate primarily in B2C may find platforms such as Facebook or Instagram more in line with their target audience.
• Limited Resources: Maintaining an active and engaging presence on LinkedIn requires time and resources. Companies with limited resources may need to carefully consider where to focus their efforts.
• Privacy and Confidentiality: Companies that work in highly regulated industries or handle particularly sensitive information may have restrictions on the use of social platforms for compliance or privacy reasons.

In conclusion, LinkedIn offers multiple benefits for companies seeking to expand their online presence and build professional relationships.

However, it is crucial to carefully evaluate goals, resources, and target audiences to ensure that the strategy on LinkedIn aligns with the company’s overall communication and marketing goals.

Creating a LinkedIn company page: FAQ

Want to learn more about Linkedin for businesses? Don’t miss the following articles:

• Lead generation on Linkedin with LinkMatch for HubSpot
• 7 good reasons to use Linkedin in your social media strategy
• Linkedin marketing: groups and videos!
• LinkedIn SEO Optimization thanks to Pulse
• Social Selling Linkedin: how effective is your Profile?
• Linkedin Stories: why to use them
• Groups on LinkedIn: Why use them for your Business