Making a Company LinkedIn Page

You’ve successfully set up your personal LinkedIn profile and optimized your content to provide the most value possible for your network. Now it’s time to evaluate your Company LinkedIn page and ensure it’s up to the same standard.

Optimizing your company’s profile

Taking the time to put the effort into optimizing your company’s LinkedIn page underpins so much of the success the profile will have. Use the company logo and make sure the banner image is relevant.

Writing the description is just as important as nailing your own personal summary. Convey your ethos clearly by stating exactly what your company does and how it can help people. Include keywords so potential clients searching for company’s like yours have the best chance of finding you. Likewise, your specialties should be accurate and not over exaggerated as this will come off as try hard.

A lesser known feature is the ability to add a showcase page for certain products or services to target at specific audiences. Use these to spotlight how great your company’s product or service is and make sure to fill it out fully.

Action Point: Write your description making sure you’re clear and concise as to the purpose of your business. Use top quality resolution logos and banners and check your profile is completed fully.

Your employees on LinkedIn

LinkedIn will display how many people work for your company and who they are. This is a fantastic way to spread the word about your company. Not only are you getting exposure from your main page, but also gaining access to all your employees’ connections. Use this opportunity to make sure each employee has accurate information about your company. Ensure that they have mentioned you in their summaries as well.

You’ll want to ensure that any previous employee has clearly stated when they stopped working with you and that the job description they have provided is accurate. Private information including clients names and contact details should not be shared publicly, so make sure previous employees don’t share this information on their page.

Post engaging content

As with your personal profile, you’re going to want to make sure the content you post on the company’s LinkedIn page provides value and is engaging. For more details on the most engaging content you can post, visit: https://theito.co.uk/2020/03/26/posting-on-linkedin/

However, there are a few key differences between posting on your personal and your company page. LinkedIn suggests that you should be posting 20 times per week to ensure that 60% of your audience sees at least one of your posts. Doing this on your personal page could cause your connections to become frustrated. Especially if your content quality started to slip!

Finding something interesting to talk about and varying the time of day that you post will maximize the exposure you receive. Increase brand awareness and improve customer relations through engaging with your audience via the comments section. Posting this frequently may at first seem excessive, but if you’re genuinely adding value with every post then this shouldn’t be an issue.

Encourage your team members to engage with the content on the company LinkedIn page. Once you do this, you’ll be using LinkedIn’s algorithm to your advantage and can significantly increase your reach on the platform. It also shows that your team has a united presence which can positively influence potential new employees. For more information on creating an effective page, take a look at: https://www.socialmediaexaminer.com/create-a-linkedin-company-page-to-promote-your-business/

Employees engaging on LinkedIn
Employees engaging on LinkedIn

Action Point: Create a posting schedule using tools like Hootsuite or Buffer and accurately map out what sort of content you’re going to post and when. It can help to have different themes and agendas for a certain set of posts. For example, on a Wednesday you always post a short informational video about a certain aspect of your product line up.

Targeting Specific Audiences

Whilst this tip only applies to those of you that have a large following on LinkedIn, it certainly contains a lot of value.

You can define certain groups of your following by factors such as company size, location, function, seniority and industry. This can be a massive help if you want to target specific services at only top-level employees. You can create groups according to which products or services are sold in each country. This means you don’t waste time advertising to people who don’t have access to the product. Get started with targeting specific audiences and more at: https://business.linkedin.com/marketing-solutions/linkedin-pages

To conclude, you should regularly spend time on your company’s LinkedIn page. Make sure everything is up to date and meets the standards you’ve set. Do this to remain an effective “shop window” for both your customers and potential employees.

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