LinkedIn pages are a great way for organizations to establish their presence, promote their brand, and connect with customers or clients on LinkedIn. Creating an organizational LinkedIn page is simple and straightforward. Here are the key steps to get your organization’s LinkedIn page up and running.
Set Up Your LinkedIn Page
The first step is to create and set up your organization’s LinkedIn page. To do this:
- Sign in to your personal LinkedIn account (you need a LinkedIn account to create an organization page).
- Click on the “Work” tab and select “Create a company page”.
- Search for your company name – if your company already exists, you simply need to request to manage the existing page.
- If your company doesn’t already exist, click “Create a new company” and enter your company details like name, industry, company size, description, location, website, etc.
- Agree to LinkedIn’s terms of use and click “Create page”.
That’s it! Your organization’s LinkedIn page is now created. Next you’ll want to add details, customize settings, upload assets like logo and images, and optimize the page.
Customize Your LinkedIn Page
Now it’s time to customize your LinkedIn page to reflect your organization’s brand and identity. Here are some tips:
- Add a profile photo and cover image that align with your brand identity and showcase your products, services, or team.
- Flesh out the description with key information about your company, what you do, and what makes you unique.
- Include your company website URL, contact info, office locations, etc.
- List out your main products, services, brands, and areas of expertise.
- Highlight company milestones, awards, certifications, statistics, or accomplishments.
- Add multimedia like photos, videos, SlideShare presentations, etc. to showcase your work.
Optimizing these details will help visitors quickly understand what your company does and what makes you credible.
Engage Your Audience
One of the key benefits of a LinkedIn Page is being able to engage your audience. Here are some ways to encourage engagement:
- Publish updates, news, articles, infographics, case studies, SlideShares, or other content regularly to provide value to your followers.
- Pose questions to spark discussions among your followers and learn more about them.
- Respond to comments and messages in a timely manner to build relationships.
- Share job openings, events, new products, company milestones, etc. to generate interest.
- Cross-promote updates posted on other social media accounts to maximize reach.
- Consider paid options like sponsored content and targeted messaging to reach more of your target audience.
Driving engagement helps build your follower base, increases awareness, and establishes your brand’s voice.
Optimize With Company Page Best Practices
To maximize the impact of your LinkedIn Page, incorporate these best practices:
- Craft a succinct but descriptive tagline to convey what you do.
- Make your branding clear and consistent across images, logo, colors, and content.
- Showcase team members by linking their LinkedIn profiles to your page.
- Include easy calls-to-action for desired conversions – contact you, visit your site, sign up for a demo, etc.
- Optimize content with relevant keywords so you can be easily found by searches.
- Use analytics to identify your best-performing updates and types of content.
- Stay active by posting regularly, responding promptly, and keeping all information updated.
Following LinkedIn’s best practices for company pages will help you create an engaging hub that nurtures relationships with your target audience.
Promote Your LinkedIn Page
Once your page is set up for success, you’ll want to promote it to start building your follower base. Here are some ideas:
- Share the page URL on your website and other marketing materials like emails, brochures, presentations, etc.
- Promote your page through owned channels like email newsletters, social media, and press releases.
- Encourage employees to follow, share, and interact with your page.
- Ask happy customers or partners to engage with your page and content.
- Consider sponsoring posts or using other paid promotion capabilities on LinkedIn to expand your reach.
- Promote notable updates, milestones, or achievements through free and paid distribution channels.
Promoting your page both organically and through paid distribution will help drive more followers and expand your LinkedIn presence.
Analyze and Optimize Performance
To ensure your LinkedIn Company Page is performing well, be sure to regularly analyze metrics and optimize accordingly. Useful analytics to track include:
- Follower growth over time.
- Engagement rates on updates and content.
- Traffic volume to your website or other linked sites.
- Profile views.
- Follower demographics and location.
- Content topics and formats that perform best.
- Reach and click rates for sponsored content.
Use these insights to fine-tune your content strategy, optimize for key demographics or geographies, double down on high-performing content, and deliver more of the types of updates your followers value most. Continually optimizing your approach will ensure your LinkedIn presence remains effective over time.
Do’s and Don’ts
Keep these dos and don’ts in mind as you manage your LinkedIn Company Page:
DO:
- Keep your page active with regular updates.
- Respond to comments and messages promptly.
- Use high-quality images and video that align with your brand.
- Publish a good mix of owned content, curated content, and shares.
- Promote engagement by asking questions and responding.
DON’T:
- Let your page remain stagnant for long periods.
- Simply post repetitive promotions without value-added content.
- Over-automate updates or take an overly promotional tone.
- Leave comments or messages unanswered.
- Post irrelevant or off-brand content.
By sticking to LinkedIn best practices and avoiding common pitfalls, you can maximize the impact of your Company Page.
Conclusion
Creating and optimizing a LinkedIn Company Page provides a valuable opportunity to establish your brand’s presence, engage with your target audience, promote content, and build relationships. By following the steps covered in this guide – setting up your page, customizing it fully, engaging your audience, promoting it, and analyzing performance – you can develop an effective LinkedIn presence that delivers real value for your business.