Dos and Don'ts of LinkedIn Company Pages

Tips for creating and managing an effective LinkedIn Company Page
 

January 2015

People use LinkedIn for one reason—business. If you don’t have a LinkedIn Company Page, or if your page isn’t as professional as it could be, your business could be missing out on a lot of opportunities.

Why Business Owners Need an Individual Profile and a Company Page

It is important for you to have both a personal LinkedIn Profile and a Company Page because the two serve different purposes.

Your individual LinkedIn Profile should include contact information, a professional photo, and information specific to your personal work history.

Your Company Page, on the other hand, is where potential customers and potential employees are going to turn when researching your business. On this page, display your corporate identity and establish the voice of your brand, independent of you as a professional. It should showcase your company logo, products or services, company description, and career opportunities. LinkedIn Company Pages also give your business more exposure in search engine results.

So, how do you make your LinkedIn Company Page as effective as possible? Here are the dos and don'ts.

Do Make It Look Professional

Utilize logos, photos, and other marketing materials that you use on your business’ website. Repurposing those materials will not only give your brand a consistent online presence, it will save you valuable time when setting up or updating your page. If your business has product videos, clips of interviews you or other members of your team have done, or recruiting videos, post them on your page to give your audience more visual interest.

Don’t Create a Company Page That Reads Like a Resume

Your company description should not focus on your personal history. Instead, speak directly about how your business can help your ideal customer. “Focus your description on your unique selling proposition,” says Viveka von Rosen,speaker, LinkedIn consultant, and author of LinkedIn Marketing: An Hour a Day. “In other words, why should someone hire you and your company over anyone else?”

She also suggests narrowing your target LinkedIn audience. “Focus on your ideal client. Taking the ‘I can help anyone with a face’ approach won’t work. It’s a lot harder to sell to everyone than it is to sell to a targeted market. You can have several verticals, but write your description so it speaks to the specific needs of those verticals.”

Do Use Keywords

By including relevant keywords in your company headlines and description, you will increase your chances of ranking high in relevant LinkedIn and Google searches. For example, if you own a staffing firm specializing in the technology field, make sure to include the keywords staffing and technology specialists, and the names of the cities or regions your business covers.

Do Include Calls to Action

LinkedIn allows for up to three banner images per Company Page. By hyperlinking banner images to strategic pages on your website, you are creating calls to action.

Just like you would have on your business’ website, make sure you have a “Follow Us” button displayed prominently. Your page should also have links to support and sales. Don’t forget to include all of your company's relevant contact information and make it consistent with what appears on your website.

Do Set Expectations

“Let people know what they should expect if they follow your Company Page,” says von Rosen. “Include something like, ‘We’re so glad you found us on LinkedIn.’ Explain why you created the Company Page and what you want the reader to get out of it. We all have enough noise, so why should people add your page to their stream of information? Convince people to follow your Company Page by telling them what’s in it for them.”

Don’t Neglect to Update Your Page Regularly

“The Company Page is about giving updates,” says von Rosen. “It’s more like Facebook or Twitter than it is like your company’s website. It is about sharing information that is useful to your followers to entice them to proactively go back to your page. The content doesn’t have to be about you or your company. LinkedIn has its own news reader called Pulse, so if you are having trouble finding relevant content for your audience, go into Pulse, where the information is separated by influencers or channels.”

Do Customize Your URL

LinkedIn gives every user a default URL with a numeric code. To change this, go into your LinkedIn settings and click “Public Profile.” Use your company name if it is available, or use something close to it.

Don’t Forget to Promote Your LinkedIn Company Page

Make it as easy as possible for people to find and follow your LinkedIn Company Page. On your website, and in your newsletters and email signature, include a link to your LinkedIn Company Page. LinkedIn provides an easy-to-implement “Follow” button that can be used across your other digital properties.

Do Follow Your Clients’ Company Pages

The law of reciprocity still applies in the digital world: follow your clients’ Company Pages—and they just might follow you back!

 

 

Topics: SMALL BUSINESS

 

 

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