Yes, you can create a LinkedIn page specifically for a business. LinkedIn offers Pages that allow businesses and organizations to establish an online presence and connect with customers and clients.
Why create a LinkedIn Page for your business?
There are several key reasons to create a LinkedIn Page for your business:
- Build brand awareness – A LinkedIn Page helps get your business name and brand in front of LinkedIn’s audience of over 722 million professionals.
- Attract customers – You can use your Page to promote your products/services, share news and updates, and generate leads.
- Establish thought leadership – Share insights, how-tos, and other content to position your company as an industry leader.
- Recruit talent – Promote your employer brand and open roles to connect with qualified candidates.
- Network with other businesses – Pages allow you to follow and partner with other companies.
In short, a LinkedIn Page gives your business a platform to increase visibility, build relationships, and ultimately drive revenue.
How to create a LinkedIn Page
Here is an overview of how to create a LinkedIn Page for your business:
- Go to LinkedIn and sign in to your personal account. Make sure you are signed in as an admin for the business.
- Click on “Work” at the top of your homepage.
- Select “Create a Company Page” – You’ll be asked to enter your business name.
- Choose a Page category that fits your business (examples: Corporation, Self-Employed, Nonprofit).
- Add your business’s logo, header image, description, location, website, and other key details.
- Claim your custom URL – This makes your Page easy to find and share.
- Select visibility settings – Pages can be public or private depending on your preferences.
- Start adding content! Share updates, media, jobs, and more to build out your Page.
It’s free and easy to create a LinkedIn Page. The setup process takes about 10-15 minutes. You’ll want to invest additional time into crafting your Page content and managing your presence.
Best practices for optimizing your LinkedIn Page
Follow these tips to create an engaging, effective LinkedIn Page:
- Craft an informative “About” section – Share your company overview, story, products/services, culture, and differentiators.
- Use visuals like logos, banners, and media to make your page eye-catching.
- Highlight company updates and news to bring visitors back frequently.
- Respond to comments and messages to build relationships.
- Use Showcase Pages to highlight brands, locations, or initiatives.
- Add Lead Gen Forms to collect contact info from visitors.
- Partner with employees to publish posts and engage with content.
- Analyze your Page analytics to refine your content and strategy.
- Promote your Page URL on your website and other marketing channels.
Things to avoid on your LinkedIn Page
When managing your Page, be sure to steer clear of these mistakes:
- Over-promoting or selling too aggressively
- Posting too infrequently or inconsistently
- Publishing overly promotional or sales-focused updates
- Responding incorrectly or belatedly to comments and messages
- Sharing content that isn’t relevant or valuable for your target audience
- Not measuring performance or optimizing based on insights
- Failing to keep your Page information up-to-date
Focus on quality over quantity, provide value, and represent your brand well. This establishes trust and authority.
Tips for managing your LinkedIn Page
Managing your Page on an ongoing basis is crucial. Here are some management best practices:
- Post updates 1-2 times per week to stay active and engaging.
- Respond to comments and messages within 24 hours whenever possible.
- Assign Page admin roles to a few team members to share the workload.
- Use social media scheduling and management tools to plan and automate content.
- Analyze follower demographics, engagement, and traffic metrics to refine your approach.
- Stay on top of notifications so you don’t miss comments, messages, or partnership opportunities.
- Update key information if details like your address or leadership team change.
- Refresh visual content periodically to keep your Page looking current.
With a strategic, consistent approach, your LinkedIn Page can become a valuable channel for your brand.
LinkedIn Page settings and administrative tools
As a Page admin, LinkedIn provides you with various settings and tools to customize and manage your presence. Key options include:
- Page analytics – Track followers, views, engagement, clicks, and more.
- Insights – See follower demographics and what content resonates.
- Visitor posts – Manage, filter, and respond to posts from followers.
- Jobs – Easily publish and promote open positions.
- Lead Gen Forms – Collect contact info from visitors through customized forms.
- Showcase Pages – Highlight specific initiatives, brands, or locations.
- Content suggestions – Discover and share recommended updates.
- Notifications – Manage real-time notifications and settings.
Leverage these tools to glean insights, streamline management, and expand the capabilities of your Page.
Driving followers and engagement on your Page
Growing an engaged audience for your LinkedIn Page is critical. Some top tactics include:
- Promote your Page across other marketing channels – Add your URL to your website, emails, ads, etc.
- Encourage employees to follow, share, and interact with your Page.
- Publish targeted content focused on your audience’s interests.
- Engage with other Pages and companies to expand visibility.
- Pay to promote high-performing posts using LinkedIn’s advertising tools.
- Offer exclusive discounts or gated content only for Page followers.
- Run LinkedIn ads targeting relevant demographics.
- Partner with influencers, brands, or industry experts for co-marketing.
It takes time to build a following – be patient, persistent, and focused on value.
LinkedIn Page vs Group vs Showcase Page
In addition to Company Pages, LinkedIn also offers Groups and Showcase Pages. Here’s how they compare:
Page Type | Company Page | Group | Showcase Page |
---|---|---|---|
Overview | Represents overall brand, products, services | For discussions, networking around specific topics | Highlights a brand, initiative, or location |
Use Cases | Main online presence and branding for a business | Niche professional communities and conversations | Spotlight a product, store, brand, event, etc |
Admins | Employees | Employees or members | Employees |
Followers | Prospects, partners, employees, general public | Professionals interested in the topic | Niche audience for what’s being showcased |
Pages represent your core brand presence, while Groups and Showcase Pages have specific sub-purposes.
LinkedIn Page vs Facebook Business Page
LinkedIn Pages and Facebook Business Pages have some similarities but also key differences:
Factor | LinkedIn Page | Facebook Business Page |
---|---|---|
Audience | Professionals | General public |
Content Focus | Thought leadership, industry expertise | Branding, specials, products |
Goal | Generate leads, recruitment | Sales, engagement, awareness |
Engagement | Lower overall engagement | Higher engagement capabilities |
Ads | Sponsored Content and Message Ads | Facebook Ads Manager |
While both are crucial branding platforms, LinkedIn Pages focus more on professional reputation and industry authority. Facebook enables greater visibility to a general crowd.
LinkedIn Page Posting Best Practices
Posting great content is vital for engaging your LinkedIn followers. Use these best practices:
- Post 1-2 times per week at minimum.
- Write posts relevant to your audience and industry.
- Use visuals like images, infographics, and video in your posts.
- Ask questions to spark discussion and reactions.
- Share company news, events, products, and milestones.
- Promote recently published blog content and articles.
- Give sneak peeks at upcoming products or initiatives.
- Highlight company culture and employees through photos.
- Repurpose top-performing posts from your personal profile.
- Use current events or holidays as post themes when appropriate.
Experiment to see what content resonates best with your followers. Align posts with your brand voice and goals.
Measuring success of your LinkedIn Page
Tracking performance and results is essential for your Page. Here are key metrics to monitor:
- Follower growth – How quickly is your audience expanding?
- Follower demographics – What are their titles, locations, companies, etc?
- Engagement rate – Likes, shares, comments, clicks per post.
- Reach – How many people see your content?
- Page views – How often do people visit your Page?
- Referral traffic – How much of your site traffic comes from LinkedIn?
- Lead generation – How many leads or inquiries result from your Page?
- Conversions – Signups, sales, or other goals from your Page.
Track these metrics over time to refine your Page strategy and demonstrate ROI.
Conclusion
Creating a LinkedIn Page provides a valuable platform for businesses to enhance their brand, connect with professionals, share expertise, promote products and services, hire talent, generate leads, and stimulate growth.
Optimizing your Page with compelling content, engaging with your audience, implementing best practices, and measuring performance are key to success. Maintain a consistent presence, provide value, and align efforts with your overarching marketing and business development goals.
With 722 million users, LinkedIn is too important for brands to ignore. Invest time into establishing your business’s LinkedIn Page presence as a driver of real impact and results.