How do I edit my company page on LinkedIn?

LinkedIn company pages allow businesses to establish an online presence and connect with customers and partners. As a business owner or marketer, you may need to make changes to your company’s LinkedIn page from time to time to keep the information up-to-date. Here are some tips on how to edit your LinkedIn company page.

Accessing Your Company Page

The first step is accessing your company’s LinkedIn page. There are a couple ways to do this:

• Go to the LinkedIn homepage and search for your company name in the search bar. Click on your company page result.
• If you are an admin for the page, you can access it from your personal LinkedIn account. Click on the “Me” icon at the top of your LinkedIn feed and select “Company” or “Manage company” from the dropdown menu.

This will take you to your company’s LinkedIn page where you can make edits.

Editing Basic Information

The basic information on your company page includes your description, logo, contact info, location, industry, website links, and more. To edit:

1. Click “Edit public profile & URL” on your company page.
2. Make changes to your description, logo, contact info, location, etc. on the right side of the screen.
3. Click “Save” to publish changes.

You want your basic information to be up-to-date and accurately reflect your company’s products, services, location, and brand.

Updating Company Details

In addition to the basic overview, your company page also includes more detailed sections like Company Details, Services, Careers, and Products. Here’s how to update these sections:

1. From your company page, click “Manage company” and select “Company page.”
2. Click the pencil icon next to the section you want to edit.
3. Make your changes and click “Save” when finished.

Sections like Careers, Products, and Services should be kept updated as your company grows and evolves. The Company Details section can include your mission, culture, team size, founding year, specialties, and more.

Managing Company Followers

Your company page followers include anyone who has clicked “Follow” on your page. Followers see your company’s posts in their feed. Here are some tips for managing followers:

• Review your list of followers regularly. Remove any irrelevant followers.
• Thank new followers by liking/commenting on their activity.
• Share company updates, news, and content to provide value to your followers.
• Monitor engagement levels from followers. Highly engaged followers can be promoted to brand advocates.

Actively managing followers helps keep your audience relevant and engaged.

Posting Updates

Posting regular updates is key to keeping your company page active and engaging. Here are some tips for posting:

• Share company news, announcements, blog posts, events, job openings, etc.
• Post content like images, infographics, videos, and slide decks.
• Respond to discussions and comments from followers.
• Cross-promote updates posted on other social media accounts.
• Use relevant hashtags like #industry, #companyname, etc. to extend reach.

Post a mix of company-related updates, curated industry content, and engaging multimedia. Post consistently, but avoid overly-promotional messages.

Analyzing Page Analytics

LinkedIn provides data on your page views, follower demographics, post engagement, website referral traffic, and more. To view analytics:

1. Go to your company page and click “Analytics” next to your follower count.
2. Select your date range to view summary data and graphs.
3. Filter analytics by location, gender, age, job function, and seniority.
4. Click on posts to view detailed engagement metrics for each update.

Analyzing your LinkedIn analytics helps you identify your best-performing content and your most engaged followers. Use these insights to guide your page strategy.

Promoting Your Page

To expand your LinkedIn presence, you need to promote your company page to new audiences. Some promotion tactics include:

• Share your page URL on your website and other marketing materials.
• Ask employees to follow and share your page with their networks.
• Promote your page through company email signatures.
• Run LinkedIn Sponsored Content and Text Ads campaigns targeting your ideal audiences.
• Interact with relevant LinkedIn Groups and profiles to increase discoverability.

Combining organic and paid promotion will help more of your ideal customers discover and follow your LinkedIn company page.

Tracking Website Visitors

You can track website traffic coming from LinkedIn by setting up LinkedIn Insight Tags. Steps:

1. Access your Company Page analytics and click “Website Demographics.”
2. Click “Get the LinkedIn Insight Tag.”
3. Copy the tracking code and add it to your website’s header.
4. View website visitor stats in your Company Page analytics.

This allows you to see how many visitors are coming from LinkedIn so you can better optimize your page content.

Showcasing Products and Services

Your LinkedIn company page has dedicated sections for highlighting your products and services. Tips for showcasing offers:

• Upload images, videos, PDFs, and presentations of your products/services.
• List key features, benefits, and differentiators.
• Provide pricing and contact info for getting more details.
• Update offers as you release new products or update existing ones.

Showcasing your lineup allows site visitors to explore your portfolio without leaving LinkedIn.

Connecting with Prospects

Your company page serves as a hub for connecting with prospects. Ways to engage include:

• Thank new followers for connecting with your brand.
• Share/comment on prospects’ updates if relevant to foster a connection.
• Respond promptly to messages, comments, and inquiries.
• Send Connection Requests to prospects along with a custom note.
• Use Company Page messaging to reach out to followers.

Personalized outreach and genuine interactions turn prospects into loyal customers.

Advertising Your Page

LinkedIn advertising offers powerful options for getting your page in front of new audiences. Advertising approaches include:

• Sponsored Content to showcase posts.
• Sponsored InMail for direct messaging prospects.
• Text Ads to drive visits to your page.
• Dynamic Ads to reach customers with personalized offers.
• Lead Gen Forms to generate sales leads.

Work with your marketing team to test different ad formats, optimize based on performance data, and scale your best campaigns.

Measuring Success

Key metrics to track your LinkedIn Company Page success include:

• Follower growth
• Engagement rate
• Website clicks
• Leads generated
• Content reach/impressions
• Page views
• Conversion rate

Compare before-and-after metrics when testing new page content or campaigns. Track trends over time to guide strategy.

Integrating With CRM

You can connect your LinkedIn Company Page to your CRM platform like Salesforce to sync data. Benefits include:

• Bringing LinkedIn profile data into your CRM contacts.
• Capturing LinkedIn prospect activity directly in CRM records.
• Syncing CRM leads to LinkedIn Lead Gen Forms.
• Viewing CRM data within LinkedIn for easier outreach.

Integration improves targeting, personalization, lead handling, and the overall efficiency of your LinkedIn marketing.

Coordinating With Sales Teams

To maximize results, marketing and sales teams need to strategize and collaborate on LinkedIn efforts. Ideas include:

• Agreeing on target prospects and accounts.
• Coordinating on outreach cadences.
• Communicating successes and challenges.
• Staying aligned on promotions and offers.
• Leveraging content for various funnel stages.
• Analyzing customer engagement data.

Shared visibility, agreed processes, and open communication enable alignment between sales and marketing.

Following Industry Leaders

Following industry leaders and influencers on LinkedIn is a great way to gain insights. You can:

• Get inspiration on content and messaging.
• Learn about emerging trends and innovations.
• Connect with experts and partners.
• Monitor competitor activity.
• Stay on top of industry news and events.

Following thought leaders makes your company page a destination for topical industry content.

Sharing Employee Spotlights

Spotlighting your employees shows the human side of your brand. Ideas include:

• Sharing career profiles of team members.
• Featuring employee anniversaries and accomplishments.
• Capturing company culture through photos and videos.
• Showing off your team’s personalities and passions.
• Reposting employee posts about your company.

Employee spotlights attract talent, build engagement, and show off your workplace.

Using Hashtags

LinkedIn hashtags help people discover your content and follow topics. Best practices:

• Research commonly used hashtags in your industry.
• Include 1-2 relevant hashtags in each post (avoid going overboard).
• Create branded hashtags related to campaigns or events.
• Watch for trending news hashtags to ride timely conversations.
• Click hashtags to evaluate usage and relevance.

Leveraging strategic hashtags expands your LinkedIn reach and gets content found.

Conclusion

Managing your LinkedIn Company Page requires an ongoing investment of time and strategic effort. But the payoff in terms of brand awareness, customer engagement, and lead generation make it well worth the investment. Focus on keeping your page content fresh and authentic, fostering interactions with followers, coordinating with sales, and promoting your page to grow your presence. With targeted optimization and promotion, your LinkedIn company page can become a core hub for driving real business results.