In today’s digital age, companies must have an online presence to stay competitive and reach their target audience. One of the most effective ways for a business to establish its brand and connect with customers online is through a company page on LinkedIn.
What is a LinkedIn Company Page?
A LinkedIn company page is a free profile that allows businesses to showcase useful information about their company on the world’s largest professional networking platform. It operates similarly to an individual’s profile, with sections to feature the company overview, products/services, careers page, company updates and more. Businesses can use their company page to attract prospective customers, engage with existing ones, recruit employees, promote content and build brand awareness.
Benefits of Having a LinkedIn Company Page
Here are some of the key benefits of creating a company page on LinkedIn:
- Increased brand visibility – A complete and optimized LinkedIn company page helps people find and learn about your business when they are searching on LinkedIn.
- Targeted advertising opportunities – LinkedIn advertising platforms like Sponsored Content and Sponsored InMail allow businesses to promote their page and content to relevant audiences based on location, job role, industry, interests and more.
- Improved SEO – Optimizing the company page with relevant keywords can help improve your business’ search engine rankings and visibility in Google search results.
- Showcase products/services – The Products and Services section lets you highlight and describe what your company offers to prospects and customers.
- Recruitment assistance – The Careers page makes it easy for candidates to find, follow and apply to open positions at your company.
- Lead generation – Company pages attract new leads and allow site visitors to directly contact you via the Contact Info section.
- Company insights – The Analytics section provides data and insights around page visitors, follower growth, engagement, content reach and more.
- Establish thought leadership – By publishing long-form posts, articles, infographics, videos and more, businesses can position themselves as industry experts.
- Customer engagement – Share company news, respond to discussions, and interact with customers and prospects.
Key Sections of a LinkedIn Company Page
Here are some of the most important components to include on your LinkedIn company page:
Company Overview
The overview section should cover general details like company description, size, headquarters location, founding year, industry, website links, and a branded cover image.
Products and Services
Use this section to describe and showcase the products, services, and solutions that your business offers. Include images, videos, brochures, case studies, and customer testimonials.
Careers and Jobs
Attract and recruit talent by sharing open positions at your company. Candidates can follow your page and apply for jobs directly through LinkedIn.
Company Updates
Publish regular updates including news announcements, blog posts, events, articles, infographics, video content and more. This showcases your brand personality and industry expertise.
Contact Info
Provide details like phone number, address, website URL and a contact form so prospects can easily get in touch.
How to Optimize Your LinkedIn Company Page
Follow these best practices to create an engaging and effective LinkedIn presence for your brand:
- Complete all sections – Fill out as many sections as possible, such as adding services, multimedia, awards etc.
- Customize the URL – Claim a unique and memorable vanity URL for your page instead of the default URL.
- Use media – Incorporate relevant images, videos, presentations etc. to make your page more visually appealing.
- Highlight employees – Add employee profiles and LinkedIn accounts connected to your page to humanize your brand.
- Crosslink content – Insert links within long-form posts to related website pages, blogs, case studies etc. to provide added context.
- Enable Follow button – This allows site visitors to follow your company for updates.
- Publish regularly – Post updates at least 2-3X a week to remain active and engaged with your audience.
- Promote the page – On your website, emails, other social media, marketing materials to drive traffic to the page.
- Monitor analytics – Track data like page views, followers, engagement to gain insights.
- Respond to comments – Reply promptly to questions, feedback and comments on your posts to foster community.
- Advertise – Consider sponsoring content or using LinkedIn’s advertising platforms for more exposure.
LinkedIn Company Page vs. Group
Here is a comparison between a LinkedIn company page and a LinkedIn group:
LinkedIn Company Page | LinkedIn Group |
---|---|
Created and managed by the company | Created and managed by employees or fans |
Showcases official company content | Provides a community forum for discussions |
Reflects the company’s brand identity | Can be started by anyone |
Post updates as the company’s voice | Members post updates in their own voice |
Can publish long-form articles | Mostly used for sharing news, links, polls |
Analytics to track visitors and followers | Limited analytics for the group |
Appears in Google search results | Doesn’t directly impact SEO |
Company-level targeting for ads | Can’t run ads for the group |
Ideal Frequency for Posting Content
When it comes to posting content and updates on your LinkedIn company page, here are some general recommended frequencies:
- Company status updates – 1-2 times per week
- Long-form articles – 2-3 per month
- Infographics – 1-2 times per month
- Case studies or ebooks – 1 per month
- Video content – 1 video per week
- Job postings – publish new openings as they become available
- Employee highlights – 1-2 times per month
- Sharing industry news – 2-3 times per week
However, it also depends on factors like your industry, products/services offered, business size, target audience and goals. Track your engagement analytics to find the optimal posting frequency for your brand.
Driving Traffic to Your LinkedIn Page
Here are some tips to get more visitors to your LinkedIn company page:
- Link to it prominently from your website’s homepage and footer
- Include the page URL in your email signatures
- Promote it on other social media channels
- Run LinkedIn Sponsored Content ads targeting your audience
- Encourage employees to share, like and comment on page posts
- Publish shareable content like articles, checklists, templates, guides etc.
- Leverage influencer and employee networks by partnering on content
- Use LinkedIn forms to collect leads from site visitors
- Participate actively in relevant LinkedIn Groups and discussions
- Pitch reporters/bloggers in your industry to get coverage
LinkedIn Company Page Metrics
Here are some valuable metrics to track for your LinkedIn company page:
- Followers – Monitor follower growth over time.
- Engagement rate – Likes, comments, clicks, shares divided by total followers.
- Page views – Number of times your page is viewed.
- Post reach – How many people your updates are displayed to.
- Referral traffic – Site visits driven from LinkedIn to your website.
- Follower demographics – Industry, seniority level, location, company size etc.
- Content metrics – Performance of different post types and topics.
- Visitor conversion rates – Conversions from site visits, leads collected, sales won.
Analyze these LinkedIn metrics regularly to identify content and strategies that resonate best with your target audience.
Mistakes to Avoid on Company Pages
Some common mistakes that businesses make on their LinkedIn company pages include:
- Leaving sections incomplete – Failing to fully optimize all components of your page.
- Irregular posting – Inconsistent updates or long periods of inactivity.
- Too many job posts – Overloading the page with nothing but job openings.
- Self-promotional tone – Content focused solely on pitching the company versus providing value.
- Ignoring comments – Not responding to questions and feedback on posts.
- Low-quality content – Posts with spelling/grammar errors, lack of visuals, or unimportant updates.
- Not leveraging analytics – Not tracking and analyzing page visitor demographics and engagement metrics.
- Neglecting SEO – Not using relevant target keywords in page content.
- Impersonal tone – Failing to showcase company culture and employees.
Avoid these common pitfalls to ensure your company page positively represents and resonates with your brand’s audience on LinkedIn.
Conclusion
In summary, creating and optimizing a company page on LinkedIn provides tremendous opportunities for businesses to establish their brand, showcase their products and services, connect with customers, drive website traffic, recruit top talent and position themselves as thought leaders.
By populating all the sections, publishing engaging content regularly, responding to interactions, promoting the page, tracking analytics and avoiding common mistakes, brands can maximize their LinkedIn presence for greater visibility, lead generation and overall success.
Given LinkedIn’s vast user base and high engagement levels, having a strong company page is vital for reaching the right audiences, achieving business goals and keeping up with competitors in today’s digital marketplace.