In certain industries, it's all about "who you know" to get to the top. Enter LinkedIn—a platform focused on connecting the world professionally, making it stand out from other platforms based solely on entertainment. Personal LinkedIn pages are an exceptional way to network, search for new job opportunities, and promote your personal brand. It's basically a virtual resume for those seeking professional opportunities or mentorships.
LinkedIn isn't just for personal professional growth, however. LinkedIn is an incredible tool for businesses looking to connect with like-minded professionals. As noted by Michaela Alexis, LinkedIn Trainer and Coach: "LinkedIn is essentially the world's largest networking event, and your LinkedIn Page? That's like being offered your very own booth to showcase your products and services...for free. If we can start reframing our thinking that way, it's clear that LinkedIn pages are a massive opportunity for businesses."
As social media marketing dominates the Internet, LinkedIn Business pages offer companies of every industry, shape, and size the free opportunity to become a thought leader.
There are tons of ways to optimize a LinkedIn page, but here's where you can start when creating your business account:
LinkedIn Company pages are a free tool to include in your marketing strategy to develop content for your brand and increase quality engagement with professional audiences. This is especially important for B2B companies as you're exposing your product or service to a pool of users who have their job title, company information, and location readily available for you to see. It's an excellent way to become a player in your industry space and attract the right kind of people to your business.
Be sure to complete all of the necessary information when setting up your page to reach new heights on LinkedIn. You'll want to add the size of the company, industry, and company type. Add in your company's slogan in the page info section. Add a button to make sure to drive users to your website.
Don't forget to add basic information like address, website, and a LinkedIn URL. Company pages are a first impression for visitors and followers, and in order to leave a lasting one, you will need to have detailed content, up-to-date information, and clarity.
When creating a page, keep in mind that members can search for your page based on keywords or attributes, so the more you can focus on what and who your business is, the better.
The “Description” section is similar to an “About Me” section on a personal account. This is where you will seize the attention of users and let them know what your business is all about. Some great information to include here is a company slogan or short synopsis of what you do. Be direct in your explanation and be sure to elaborate on not only what you do, but how you do it.
Don’t be too obvious, though. For example, users will most likely already know a page belongs to a digital marketing agency. So, why is your agency different from the next? This overview gives your company a two thousand word chance to expand on your mission, story, vision, and goals to future customers, partners, employees, and followers. Keep things short and sweet, but powerful enough for the right person to want to know more.
Visual cues go a long way in the digital world. Your profile picture is oftentimes the first impression of your page—don't let it be a blurry one. A page without a logo or cover photo could easily be perceived as an out-of-date or untrustworthy account. By including your logo (a clear, crisp image of it at that) you start to drive brand awareness. A profile is pretty much incomplete without it.
Tools like Canva, Adobe Illustrator and Photoshop make it easy to create a cover photo for your business. Our brains are wired to process visuals much quicker than text, so creativity is encouraged when creating a cover photo.
While your logo is pretty standard as a company profile picture, you can show off your personality or innovation in the cover photo. It's important to note, pages with custom cover photos gain more connection requests, more messages, and more job interviews.
At the end of the day, behind every business is a group of hard-working individuals. We, as humans, love being able to connect with one another. Although LinkedIn is more of a professional leaning social platform, that doesn't mean you shouldn't showcase personality through team pictures.
Whether you're sharing the most recent event you attended, a milestone for an employee, or even a Happy Hour at the team's favorite restaurant—posting about company culture is welcomed. In fact, these sort of posts do well to increase engagement, even more so than specially crafted brand messages.
There is no right or wrong place to share company culture on your page. This could be added in your description or your posts, but another place to share company culture in the page’s headline. The headline is the most visible part of your profile and if your company has a special tagline, this is where you should put it!
No matter the platform, your presence should be consistent. This is no different with LinkedIn. Posting regularly will boost engagement and drive new users to check out what you have to offer. Posting “rich” media like custom images, infographics, and videos will spark conversations and see a higher comment rate than posts without media.
LinkedIn allows businesses to add up to three industry-related hashtags to their page. By including those hashtags in your posts, anyone else who follows those hashtags will be able to see your posts trending.
Posting regularly doesn't just mean sharing your own content, however. You can also share and comment on trending industry posts or other thought leader content. Let's dive into this a little deeper.
While different from more casual platforms like Facebook and Instagram, LinkedIn is still a social
The more active you are by posting, engaging with other posts, and gaining followers, the more you will show up on the feed and grow your business. To help with this, make sure to follow trending hashtags for your industry on your personal LinkedIn account as well so you don't miss any of the action.
You can think of Business Pages as your company website on LinkedIn; It's created to present your brand to the public eye. This is powerful as you are the rightful owner of how your business shows up on the platform. Your page will contribute to first impressions, boost brand awareness, credibility, and thought leadership.
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