How To: Create an Awesome LinkedIn Company Page
Be honest. The last time you thought about LinkedIn was probably never or maybe when you were looking for a new job. Oh hey, I’ve got this thing called a resume on LinkedIn, maybe it’ll help me out. As a social media manager, you can also leverage LinkedIn in a variety of ways that don’t include looking for a new job. Ever thought about creating a LinkedIn company page for the brand you’re managing? Yeah. Another shiny new network to play with. Woohoo!
Still skeptical? Research shows that 50% of LinkedIn members are more likely to purchase from companies when they engage with them on LinkedIn. So while people are out there looking for jobs or researching companies, they’re also looking at the brand. Also, over 5.7 billion professional searches were performed on LinkedIn last year. Do I have your interest piqued? Let’s begin.
Optimize Your LinkedIn Company Page: Like any social network, you want to fill in every detail, description field, etc with SEO rich content that Google will eat up and spit out in any search result. Take some time to build out the products and services page because those that do tend to attract twice as many company followers than those that don’t. Use this page to tell members what you do best and give them a compelling reason to follow you. What separates you from the competition?
Do you have a video? Several videos? Excellent. This is all content that you can showcase to explain your products further. Company pages are very SEO-friendly. Google previews up to 156 characters of a page’s text so be sure to edit your description so that it leads with powerful, keyword-rich sentences. Members can search for companies by keyword, so include words and phrases that describe your business, expertise, and industry focus.
Last but not least, include your company contact information, description of offerings, and your primary attributes. Not only can you can get business from this but also great potential employees It’s a win/win all around.
Engage Your Audience: Remember, just like any social network, a LinkedIn page has to be social too. Don’t set it up and forget it. Your company admins can like and respond to member comments and can also share content as a company. Got a big announcement? A new product? Share the news and/or ask a question. Gather details about your company, ask a survey question and crowd source your community.
Quality vs Quantity: This is a tried and true formula. A LinkedIn page is very company focused so you’re forced to broadcast about yourself vs others and while this rule is OK to follow on LinkedIn, don’t forget to focus on quality content. Don’t just add everything to the mix. Think about what’s relevant, what’s hot, and what your followers will benefit from. Is it a new trend? Is it a new product? Don’t add old content just to add content. Think about the products and brand materials that make your company shine in the spotlight and feature those instead.
Attract Followers: The more the merrier, right? You don’t just want to be talking to yourself. Encourage your employees to follow your page, make recommendations, and engage. Add your LinkedIn page to your email signature, add a follow button to your website, make an announcement in an email blast, and spread the word through various channels to let others know that you’re out there.
Now that you have an awesome LinkedIn company page to add to the social media accounts you manage, it might be time to look into a social media marketing suite to help you in your efforts. Viralheat recently included an integration of LinkedIn company pages and groups so request a demo today and see how we can help you exceed your social media goals.
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