LinkedIn business pages allow companies to establish a presence on LinkedIn and connect with customers and prospects. They function similarly to profile pages for individual users, with some key differences. Here’s an overview of how LinkedIn business pages work and how to use them effectively.
What is a LinkedIn business page?
A LinkedIn business page is a profile specifically for a company, organization, or brand on LinkedIn. It allows a business to share information about itself, post content, interact with followers, advertise open positions, and make connections.
While individual users have LinkedIn profiles, business pages serve as profiles for companies and brands. Business pages have many of the same features as individual profiles, such as the ability to post content, share company updates, and join groups. However, they also have some unique capabilities tailored for businesses.
Who can create a LinkedIn business page?
Any official representative of a business can create a LinkedIn business page. This is often a marketing, PR, HR, or social media specialist focused on developing the company’s LinkedIn presence. To create a page, you must have a personal LinkedIn profile.
Best practices are to have a single administrator officially manage the business page to ensure consistent messaging. However, you can add other teammates as managers to help post content and engage with followers. Managers have full access to post, edit, and manage most areas of the page.
What are the key sections of a LinkedIn business page?
LinkedIn business pages contain many of the same sections as individual profiles. Key sections to populate and maintain on a business page include:
- Cover photo – The banner image at the top of your business page.
- Profile photo – Your company logo.
- Background photo – Displayed behind the profile photo.
- Company description – An overview of what your company does.
- Products and services – Details about your business offerings.
- Company details – Fields like company name, size, type, industry, etc.
- Careers page – List open positions at your company.
- Life page – Highlights your company culture, mission, and work environment.
In addition, business pages have a posts section, analytics, advertising options, and more. You can customize your business page layout in the LinkedIn admin section.
How do you attract followers on a LinkedIn business page?
There are several key ways to attract more followers to your LinkedIn business page:
- Link to your business page from your website and other marketing materials.
- Encourage employees to follow your page from their personal profiles.
- Promote your page in social media posts and email newsletters.
- Run LinkedIn Sponsored Content ads targeting your ideal audience.
- Engage with your target audience by commenting on content and joining LinkedIn groups.
- Post interesting and relevant updates on a regular basis.
Building up an engaged follower base takes time. Focus on posting high-quality content consistently, interacting strategically with your audience, and leveraging paid promotion when needed.
What options are available for posting content?
LinkedIn business pages provide several options for posting content to share company news and engage your audience:
- Articles – In-depth articles with rich text formatting.
- Images – Photos, illustrations, infographics.
- Videos – Recorded videos and live streaming video.
- Documents – Upload documents like reports, ebooks, and presentations.
- Events – Promote upcoming events, conferences, and webinars.
- News updates – Short-form posts with links, hashtags, mentions.
You can publish long-form and short-form posts directly to your page feed. Use a mix of content formats to add visual interest and appeal to different audiences.
What options are there for promoting content?
LinkedIn provides several options for amplifying the reach of posts on your business page:
- Sponsored Content – Pay to promote your posts in the LinkedIn feeds of your target audience using precise targeting options.
- LinkedIn Text Ads – Run pay-per-click ads that appear alongside LinkedIn feeds.
- Sponsored InMail – Send targeted direct messages to connect with prospects.
- Lead Gen Forms – Add fillable forms to collect prospect contact information from your posts.
Using a mix of organic and paid distribution tactics can help get your content in front of those most likely to be interested.
How can you analyze the performance of a LinkedIn business page?
On the analytics page for your business page, you can view:
- Follower growth over time
- Follower demographics like job role, industry, etc.
- Impressions and engagement for your page and posts
- Visits to your LinkedIn page
- Page visitor demographics
Monitoring your LinkedIn analytics helps assess what types of content and engagement tactics perform best. Use these insights to refine your posting strategy.
How can employees amplify content from a LinkedIn business page?
To extend the reach of content from your company’s LinkedIn business page, encourage employees to:
- Follow and actively engage with your page
- “Like” and comment on page posts
- Share page content and posts on their own profiles
- Mention working at the company in their profile details with a link to your page
- Join common industry and interest groups and engage there
Leveraging the combined audiences of all your employees on LinkedIn can greatly increase the visibility of content from your business page.
Can you integrate a LinkedIn business page with other tools?
Yes, LinkedIn offers integration capabilities to unify your business page with other marketing and sales tools:
- Advertising tools like AdEspresso and AdStage for managing LinkedIn ad campaigns
- Social media management tools like Hootsuite and Sprout Social to schedule LinkedIn content
- CRM systems like Salesforce to track LinkedIn prospecting and leads
- Marketing automation platforms like Marketo and Eloqua to sync LinkedIn data
- Analytics tools like Google Analytics and BuzzSumo to track performance
Integrating your other business platforms with LinkedIn provides more visibility into your efforts and makes it easier to execute campaigns across channels.
What are some best practices for LinkedIn business pages?
Follow these best practices when managing your LinkedIn business page for optimal results:
- Completely fill out all sections of your page, such as company info, descriptions, careers, and life pages.
- Clearly define your target audience persona(s) and craft relevant content for them.
- Post a variety of content types and formats, including articles, images, videos, and live events.
- Post consistently – aim for 2-3 times per week at minimum.
- Monitor analytics regularly and optimize based on top-performing content.
- Leverage options like Sponsored Content and Text Ads to extend reach.
- Engage meaningfully with other accounts by liking, commenting, and sharing content.
- Encourage employees to actively engage with your page and content.
Using LinkedIn’s business page features strategically is key to cutting through the noise and connecting with your ideal customers.
Conclusion
In summary, LinkedIn business pages provide a powerful hub for brands to share information, build engagement, and interact with prospects and customers. To maximize value, focus on high-quality content tailored to your target audience, utilize organic and paid distribution options, engage meaningfully with others, and integrate with your other marketing and sales platforms.
With a strategic approach, LinkedIn business pages can become a central component of your digital marketing and lead generation activities.