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How to Set Up the Best Company Page on LinkedIn

How to Set Up the Best Company Page on LinkedIn

Learn how to set up the best company page on LinkedIn.

4 min read

Writer

https://ghost.scalestack.io/content/images/2022/04/Mateo.jpg

Mateo Bilbao

scalestack

How to Set Up the Best Company Page on LinkedIn

Information about the writer

Sales & Marketing head at Scalestack

If you are on LinkedIn, not only you have to create a personal account where you can show off your skills and experience, but you have to have a LinkedIn company page, as well. You have to link your company page to your personal one. That way, you will generate more trust among the users that visit your profile since what you are demonstrating on the skills of your business on your personal page, you are confirming it on your company profile.

This article will provide resourceful tips on how to build an efficient company page on LinkedIn.

Why do you need a LinkedIn Company Page

In this section, we will discuss a few reasons that can make you understand the importance of counting on a LinkedIn company page for your business.

1. Recruitment

Recruiting and retaining great professionals is one of the biggest challenges of running a business, and the stakes are high. The best way to reach out to someone that you are impressed by but do not know personally is certainly LinkedIn.

With one click, they can check you out and make sure that you are a serious person. With a second click, they can take a look at your company’s page to see whether it is a place that they would like to work at or not.

This is valid as well for people who are actively looking for their next career opportunity. Those people will be on LinkedIn as well, scouring through job postings. They could stumble across your job ad through their network even if they have not heard of your company before. For those people, you need a LinkedIn company page, and you need a good one.

LinkedIn

2. Publicity

Everyone probably wants to get featured in the media. No one would refute free publicity. If you want to increase the chances of that happening, you need to understand its functioning.

Suppose the following scenario. A writer gets an assignment from an editor that requires a mention of a company in your field. That writer decides to mention your business. They go to the company’s website to find the information that they require. Nevertheless, if they cannot find what they need on your website, then the next place they go to is LinkedIn.

What if they cannot find you on LinkedIn either? The writer simply drops the idea of mentioning your company and goes with one of your competitors instead. That is why you should make sure that your company has a great website and a solid LinkedIn account.

How to Create a LinkedIn Company Page

Creating a LinkedIn company page is quite simple. These are the steps

First, click the “Work” icon in the top right corner of your LinkedIn homepage. Second, choose the “Create a company page” option. After that, select either the “Small business” option or the “Medium to large business” option, depending on the size of your company. Enter the Page Identity details, Company or Institution details, and Profile details. Once you did that, click on “Create page”:

Take into account that if your LinkedIn account is new or if you do not have enough connections then you might get an error message. This means that you need to build out your profile and expand your network if you want to have a company page. On the other hand, if you were allowed to, once you have created your page, click “Start building your page” and add more details to it.

4 Tips to Optimize your LinkedIn Company Page

Here we will provide some to-dos if you want to have a neat LinkedIn company page.


1. About Us

Every company page includes an “About Us” section where you explain what your organization is all about, and why you are the best. Use it. There is a time to go for the less-is-more, strong-silent-type approach, but your LinkedIn company page is not that place, nor is the time the right one.

An informative edited“About Us” paragraph can bridge the gap between the impression your visitors have about your company, and the idea you want them to have about it. It should address basic questions about your business, like who are you, where are you, and what are you offering, and mix in keywords to help the right audience find you.

2. Make an Impression

Visuals are key. When you look at a company’s LinkedIn page and see that their profile picture is low-quality or their banner image is a blurry group photo, you are no longer interested in keeping on reading.

Every company should be using high-quality, high-resolution, relevant pictures that every visitor to their page will see first. People tend to look at photos before reading the text, so having sharp images is important to make a suitable impression.

3. Turn a LinkedIn Profile Into a Sales Funnel

Anything can be part of a sales funnel, as long as it works to further this goal. It is recommendable that you make your LinkedIn company page a part of your sales funnel.

Two sections of any LinkedIn user profile will be seen most often: the headline, summary, and banner. As a default, the headline displays the user's last job title, while the summary gives users the opportunity to talk about themselves more freely.

4. B2B

LinkedIn is where the best B2B leads can be found. However, it is not exactly the greatest when you consider LinkedIn’s exceptionally high cost-per-click average. That is why it is so crucial to use all the free tools and options you can, like the improvements to your profile and banner images, headlines, and profile summaries.

Once you are ready to start targeting LinkedIn users with ads and messaging, then you can extract more value for your money by taking advantage of LinkedIn’s granular targeting options. Plus, well-developed cross-channel marketing and retargeting can help keep you in contact with LinkedIn leads outside of the LinkedIn ecosystem.