A LinkedIn company page is a powerful tool for businesses to build their brand, attract talent, generate leads, and ultimately drive revenue. With over 850 million members worldwide, LinkedIn is the world’s largest professional network and having an optimized company page should be a key part of any business’s marketing strategy.
Quick Answers to Key Questions
Here are some quick answers to common questions about LinkedIn company pages:
- It’s free to create a LinkedIn company page
- Pages can be optimized for SEO to improve search visibility
- Share company updates, job listings, content and more
- Engage followers through posts, polls and comments
- Promote products, services and events
- Showcase company culture to attract talent
- Generate leads through calls-to-action
- Provide customer service and support
- Analyze page analytics to refine strategy
- Integrates with other tools like Salesforce and HubSpot
Increase Brand Awareness
A LinkedIn company page gives your business a presence on the world’s largest professional network. This provides an opportunity to get your brand in front of a highly engaged audience of professionals. Sharing company updates, industry news and informative content allows you to organically increase brand awareness among LinkedIn’s user base.
You can also grow followers through employee advocacy, paid campaigns, and SEO optimization. The more followers your page has, the wider your brand visibility will become. A strong company page acts as a hub that introduces users to your business and builds familiarity with what you offer.
Attract and Recruit Talent
LinkedIn company pages showcase useful information for job seekers evaluating potential employers. You can highlight company culture, employee testimonials, benefits and perks, and open positions. This gives candidates a window into your workplace and acts as a recruitment platform.
Visitors will be able to view LinkedIn profiles of your employees to understand the kinds of people that work at your organization. You can even display ratings and reviews from current employees to provide an inside look at your work environment.
This level of transparency helps you attract great candidates who will be excited to work for your company. It’s an effective way to boost your employer brand and recruit top talent from LinkedIn’s large membership base.
Generate Leads
LinkedIn company pages provide lead generation opportunities through customizable calls-to-action (CTAs). These can send visitors to targeted landing pages to download assets, view product demos, sign up for newsletters, or contact sales.
For example, you can promote an upcoming webinar and include a CTA for registering, driving leads from those interested in the event. The lead generation process can be further optimized through integration with marketing automation and CRM platforms.
You can also target followers with sponsored content and text ads to increase lead capture. LinkedIn’s detailed targeting options help you reach the right audiences with your offers.
Promote Products and Services
Your company page serves as a showcase for products, services, and brand storytelling. Through posts, images, videos and the Products and Services tab, you can highlight what makes your offering unique and valuable. This helps establish thought leadership and credibility.
For example, an IT security company could use their page to demonstrate their technology in action and publish whitepapers, ebooks and case studies. This attracts potential customers researching solutions.
LinkedIn advertising also provides options like sponsored content, Dynamic Ads and Lead Gen Forms to promote specific products. Landing pages can be optimized to drive conversions from those interested in purchasing.
Share Company News and Updates
Keep your followers in the loop by posting regular company updates. Share news about new products, executive hires, awards, events, company milestones and other announcements. This engages both external audiences and internal employees.
Telling your company story helps build authenticity and humanize your brand. Followers get to see the “behind the scenes” view of major developments. These updates also boost SEO by regularly adding fresh content.
Thought Leadership Content
LinkedIn’s focus on professional audiences makes it ideal for establishing thought leadership. You can publish long-form posts, articles and videos showcasing industry expertise. This provides value for your followers while positioning your company as an innovator.
For example, a marketing agency could share tips, case studies and growth strategies. A software company could explain key trends and developments in their space. This helps build credibility and trust in your brand.
Networking and Events
Your company page becomes a hub to promote virtual and in-person events. Share event listings, schedules and registration details to generate buzz. During events, post updates, photos and videos to get attendees sharing and engaging with your page.
This could include webinars, conferences, trade shows, seminars, fundraising events and more. Promoting events expands your audience reach and gets more eyes on your brand.
Engage Your Followers
It’s important to actively engage your followers through regular posts, updates, and responses. Ask questions in your posts to spark discussions in the comments. Reply promptly to comments and messages to foster community.
Send periodic newsletters and notifications to keep your brand top of mind. Share multimedia content like images, infographics, live videos and Stories to generate interest. Stay on top of LinkedIn algorithm changes and best practices.
This engagement helps build meaningful connections and keeps your followers actively participating with your page. Listen to their feedback and optimize their experience.
Showcase Company Culture
Your page gives a behind-the-scenes look at company culture to attract candidates, customers and partners. Share photos and videos from company events, office spaces, and employee testimonials.
Highlight company values, mission statements, diversity and inclusion initiatives, and corporate social responsibility efforts. This provides a window into your work environment and builds trust in your brand as an employer.
Customer Service Platform
LinkedIn company pages can provide an additional customer service channel by responding to follower comments and messages. This allows you to answer questions, address concerns, and offer assistance publicly or privately.
Proactively sharing FAQs, user guides, and helpful tips also enables self-service for common customer issues. Consider assigning team members as page managers to monitor notifications and respond quickly.
Analyze Performance
Take advantage of LinkedIn’s built-in analytics to evaluate page performance. Track key metrics like follower growth, post reach and engagement, website referrals, follower demographics and more.
These insights help you identify what content resonates best and which strategies are working. Continuously test new tactics and optimize based on the data to boost results.
Integration with Tools
Leading software tools like Salesforce, HubSpot, Marketo and Hootsuite integrate with LinkedIn company pages for enhanced capabilities.
For example, you can connect your CRM to track LinkedIn follower leads and engagement. Automate content posting across platforms using social media management tools. Sync dynamically updated employee profiles from your HR system. The integrations make managing your presence easier.
Key LinkedIn Company Page Features
Here are some of the top features to take advantage of on LinkedIn company pages:
| Feature | Description |
|---|---|
| Company Updates | Share articles, images, videos and news with followers |
| Products Tab | Showcase product offerings and details |
| Jobs Tab | Post open positions to recruit candidates |
| Analytics | Track followers, views, engagement, and more |
| Lead Generation | Convert visitors through CTAs and ads |
| Sponsored Content | Pay to promote posts to wider audiences |
Tips for Maximizing Your Company Page
Here are some best practices for creating an impactful LinkedIn company page:
- Completely fill out the About, Overview, and Products & Services tabs
- Optimize the page for SEO with keywords and metadata
- Select an eye-catching banner image and logo
- Publish regular company updates and engaging content
- Respond promptly to comments and messages
- Promote the page and drive follower growth
- Leverage analytics to identify opportunities
- Use CTAs, Lead Gen Forms and ads to convert visitors
- Showcase culture, values and employment brand
- Integrate with marketing and sales tools
Conclusion
Optimizing your LinkedIn company page provides tremendous opportunities to grow brand awareness, attract talent, generate leads, and engage professionals in your industry. It’s a free and effective way to tell your company’s story, connect with the world’s largest professional network, and add an authoritative social media presence.
By implementing best practices and showcasing informative content, you can build an audience of engaged followers. This establishes your business as a thought leader and drives real value across marketing, sales, HR, customer service and other functions.
