One of the most common questions my clients often ask is whether they require a company page for their business alongside their personal LinkedIn profile.
My response remains a definite…YES!
What exactly are LinkedIn company pages, you ask? These pages serve as a channel for organisations to exhibit their business, unite employees, endorse products and services, and distribute news and updates regarding the organisation or company. Whether you’re a sole trader or a multinational enterprise, having a Company Page on LinkedIn is a must.
Before delving into the reasons why, let’s revisit the fundamentals. The most effective groundwork for gaining traction for your business on LinkedIn still lies in crafting a robust personal profile and devising a content strategy.
Although it may seem logical to prioritise the company’s brand, LinkedIn operates differently. Building credibility and nurturing trust-based engagement over time is primarily achieved through your personal profile and sharing valuable content under your own name.
Certainly, that’s where your initial emphasis should be placed. However, that alone won’t suffice. To fully capitalise on the numerous benefits of this powerful platform, it’s essential to maintain a professionally curated company page.
Boosted Online Visibility:
Having a company page provides an additional opportunity for potential customers searching online to stumble upon your business. Your company page link becomes a part of internet search results. But, if you lack one, it’s equivalent to launching a retail store without any signage.
Increased Website Visitors:
Sharing content from your company website on your LinkedIn company page tends to steer traffic from LinkedIn back to your website. As this flow begins, your site’s performance in Google searches is likely to improve. But, this is only possible with a company page – without it, these benefits remain out of reach.
Events and Promotions:
Broadcasting any forthcoming events or exclusive promotions on your LinkedIn company page can attract more attention and drive sign-ups for webinars and similar engagements. Organising an event enables you to gather opt-in email addresses during registration, which can be utilised for follow-ups and permission-based marketing. Achieving this level of functionality is far more challenging solely through a personal page.
Employee and customer engagement:
Establishing all your team members on LinkedIn and featuring them on your company page fosters a sense of involvement in a larger entity. Moreover, it presents a more relatable aspect to your customers and prospects, compared to a rather aloof “information-only” profile.
Facilitating Quality Content Sharing Amongst Your Team:
Anything shared on the company page can be effortlessly circulated by your employees on their own profiles. While this enhances their visibility on LinkedIn, it also significantly expands the reach of your company page to a broader audience, leading to an increase in potential sales leads.
In today’s landscape, job seekers are actively seeking opportunities. When you’re in the hiring phase, accessing well-informed and motivated talent is crucial. If you’ve been consistently posting relevant content individually and maintaining an effective company page, it’s probable that some of the top candidates are following you and your company. However, lacking a company page could direct them to follow your competitors instead.
Have a glance at our Prominence Global company page to grasp our points more vividly.
We comprehend that embarking on this journey might seem daunting, but rest assured, assistance is readily available.
Creating a LinkedIn Company Page: A Step-by-Step Guide
If you haven’t yet set up a personal LinkedIn account, I recommend doing so as a first step.
Now, let’s delve into the step-by-step process for crafting your LinkedIn company page:
- Navigate to the “Create a LinkedIn page” section and opt for ‘Company’.
- Populate your company details. As you input content, a preview will showcase how it appears. Opt for a fitting URL for your brand, ideally aligning it with your usernames on other social platforms.
- Upload your company logo and include a catchy tagline.
- Click on ‘Create Page’ to initiate the setup.
- It’s time to furnish your page with additional information. Include your website URL, a keyword-rich description, and your location.
- Further enrich your page by posting content and employing relevant hashtags.
- Remember to incorporate a cover image. Presently, a recommended format stands at 1128px by 191px.
- Extend invitations to your connections to follow your page and cultivate your audience!
Following these steps should help you set up a robust LinkedIn Company Page.
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