Creating a company page on LinkedIn is free of charge and provides numerous benefits for businesses looking to establish their brand, connect with customers, recruit employees, and generate leads on the world’s largest professional networking platform. With over 740 million members worldwide, LinkedIn is an invaluable resource for companies seeking to expand their reach and amplify their messaging. By setting up a company page and populating it with detailed information about your organization, services, products, and culture, you can position your brand as an industry leader and authority. In addition to boosting brand awareness, company pages allow you to directly engage with LinkedIn members through content sharing, fostering an online community loyal to your brand. Utilizing a mix of text, images, videos, and employee spotlights, your customized LinkedIn company page can tell a compelling story about your business while forming meaningful connections.
Benefits of a LinkedIn Company Page
There are several key benefits that come with creating a company page on LinkedIn completely free of charge:
Increased Brand Awareness & Visibility
A LinkedIn company page provides a hub on the platform where you can showcase your brand, products/services, and web/social media presence to LinkedIn’s massive member base. Populating the page with detailed company descriptions, mission statements, contact information, and graphics enables you to increase awareness of your brand and offer transparency into your business. Members can follow company pages to receive updates, which surfaces your brand in their feeds. The more complete the page, the better chance it has of organically appearing in LinkedIn searches as members look for companies in your industry. This provides passive visibility and discovery of your brand.
Thought Leadership & Industry Authority
By regularly sharing content like articles, images, infographics, and videos published on your company page, you can establish thought leadership in your industry. This content shows up in the feeds of your followers, organically boosting brand awareness. Moreover, contributing valuable insights and perspectives on industry-related topics positions your company as an authority and go-to resource on such subject matter. Demonstrating expertise through consistent, high-quality content benefits your brand reputation.
Customer Engagement
LinkedIn provides various avenues to engage customers and prospects directly from your company page. You can foster conversations in the discussion feed where members can ask questions or provide feedback. Company pages also allow you to directly message connections through InMail and text ads. This level of engagement helps you establish rapport with customers, gather insights into their needs/interests, and provide 1-on-1 support through the messaging platform they already frequent. Customer engagement strengthens loyalty and retention.
Employee Advocacy
Your employees can be highly effective brand advocates by sharing content from the company page with their own networks. This expands the reach and visibility of your branded content. Moreover, when employees actively engage with your company page by liking, commenting, following, and sharing, it signals to their connections that your organization is a great place to work. This can aid recruiting efforts. An active company page with employee contributors shows you have a vibrant culture.
SEO Benefits
Populating your company page with relevant keywords and optimizing it for search can help improve your LinkedIn SEO. This enables your page to rank higher in LinkedIn search results for industry-related keywords, increasingdiscoverability. A complete, optimized page also provides more internal links, metadata, and content for search engines like Google to crawl and index, potentially improving SEO more broadly.
Lead Generation
The Lead Gen Forms feature allows you to generate and collect leads directly through customized forms on your company page. You can target forms to appear based on member demographics and interests. Collecting lead information like name, email, phone number, and company right within your page makes the process more seamless while capturing qualified leads. Lead gen forms are an impactful way to convert page visitors into sales prospects.
How to Create a LinkedIn Company Page
Creating a company page on LinkedIn is a quick and straightforward process. Here are the steps to get started:
Step 1: Create a LinkedIn Business Account
If you don’t already have one, create a LinkedIn account using an existing business email address. This provides access to Company Pages and other business features.
Step 2: Go to LinkedIn’s “Create a Company Page”
From LinkedIn’s homepage, click on “Work” at the top and select “Create a company page” from the dropdown menu. Or navigate directly to: https://www.linkedin.com/company/setup/new/
Step 3: Enter Your Company Details
Enter your company name, website URL, business email, headquarters location, company size, and industry. This provides foundational information about your brand on the page.
Step 4: Agree to LinkedIn’s Terms of Service
Review and agree to LinkedIn’s terms of service and privacy policy to create the page. These govern proper use of Company Pages.
Step 5: Verify Your Business Email
LinkedIn will send a verification email to your business email address. Click the confirmation link in the email to verify you own the business domain.
Step 6: Outline Your Company Page
You will now have access to your Company Page dashboard. Begin populating the page by adding a cover image, logo, description, website links, and other key details.
Step 7: Publish Your Page
Once you have optimized all sections of your page, click “Publish page” to make it live and searchable on LinkedIn.
Tips for an Effective LinkedIn Company Page
Here are some tips to create the most impactful company page and maximize your return on investment:
Showcase Your Products and Services
Use images, videos, and descriptions to highlight your product/service offerings. This provides visibility into what your company does.
Spotlight Your Employees
Add an employee spotlight section and showcase key staff. This puts a human face on your brand and shows who powers your products/services.
Optimize with Keywords
Research keywords your customers use and organically incorporate them throughout page copy to improve SEO.
Link to Your Website and Social Profiles
Add links to your website, blog, and other social media channels. This helps visitors learn more about your brand.
Curate Valuable Industry Content
Share a mix of original and curated content like articles, ebooks, case studies, and webinars that provide value. This establishes thought leadership.
Engage Followers in Discussions
Pose relevant questions and respond to comments and feedback to foster community engagement on your page.
Analyze Performance Metrics
Use page analytics to assess follower growth, content reach/engagement, lead generation, and visitor metrics. Refine efforts accordingly.
Promote Your Page
Raise awareness by promoting your page in website/email footers, marketing materials, and through employees on their profiles.
Conclusion
Creating a company page on LinkedIn is the foundational step to establishing an impactful brand presence on the platform. The process is simple and completely free. A fully optimized page provides numerous benefits, from increased brand awareness to customer engagement, thought leadership, improved SEO, lead generation, and employee advocacy. Dedicating resources into a thoughtful LinkedIn marketing strategy that engages followers and sparks organic discovery of your page can yield significant returns for your brand. There are also paid promotional opportunities to further amplify your company page and LinkedIn presence when beneficial. Overall, the world’s top professional networking platform provides unparalleled reach and visibility for brands looking to connect with customers, tell their story, and solidify their standing in the industry.
