The ultimate guide to LinkedIn business pages

A lot happens on LinkedIn. People post updates, professionals look for new jobs, salespeople refer prospects, and LinkedIn members of all kinds connect, chat, and build relationships.

With nearly 740 million members, this level of activity is no surprise.

Launched in late 2018, the LinkedIn Pages enabled consumers to discover and review their favorite businesses and enable businesses, organizations and institutions to connect with their audiences.

LinkedIn Company Pages provide a unique way for your business to stand out from the noise – important noise, but loud nonetheless. We designed this guide to help you master your LinkedIn Company Page.

LinkedIn company pages

LinkedIn Company Pages are pages dedicated to individual companies, organizations, and institutions. They enable LinkedIn members to discover and connect with individual companies and learn more about each company’s brand, product or service, career opportunities and more.

LinkedIn Company Pages are designed to provide a foundation for your company and to reach your audience on the network.

If you haven’t created a LinkedIn Page for your business yet, you’re missing out on new connections, followers, employees, and customers.

What to post on a LinkedIn company page

Creating a LinkedIn presence for your company will increase your brand trust and awareness. Here are some ideas of what to post on your LinkedIn Page to maximize your ROI.

1. Share company updates and news.

Like any other social network, LinkedIn provides a stream of content where people can share and discuss important articles and updates. Your page is the perfect place to post and share company updates and news for customers, employees, investors, and fans.

2. Publish job offers and get in contact with potential employees.

LinkedIn is a professional social network, meaning users benefit from updates, connections, and interactions related to work and careers. LinkedIn members are prepared to discover and discuss job opportunities, including those within your company. If you have open roles, LinkedIn is the perfect place to share them.

In fact, LinkedIn offers career pages – an area separate from your company page, devoted to job vacancies, recruiting, and employer branding.

3. Build a community.

Each social network has its own unique ability to create a sense of community, and LinkedIn is no exception.

On your LinkedIn Company Page you can build a community of LinkedIn members interested in your company, updates and jobs. Here they can connect and work together with their common interest in your company. Post engaging questions, behind-the-scenes information, and unique updates to help engage your audience and build camaraderie on your side.

4. Grow and keep your brand’s image consistent on social media.

If you are active on other social networks, your presence on LinkedIn can increase your audience elsewhere. Most social networks allow you to create links to and from your LinkedIn Page to increase awareness and increase your number of followers.

In addition, some of your target audience may only be active on LinkedIn. So when you create a page, you can connect with new prospects and employees.

5. Improve your search engine visibility.

LinkedIn corporate pages rank on search engine results pages (SERPs) just like any other website or social network. Creating a page provides another way for your business to be discovered by those searching for your product, service, or brand.

LinkedIn Company Pages vs. LinkedIn Groups

Another popular feature on LinkedIn is LinkedIn Groups, where like-minded people gather digitally to discuss common topics, industries, or (in some cases) companies. Many users confuse these two functions.

LinkedIn Company Pages correspond to your “website” on LinkedIn. You create it on behalf of your company and it is yours (as the business owner and / or marketer). You are responsible for updating your page and posting new content and updates. Other LinkedIn members can follow your page and engage with your content.

On the other hand, LinkedIn groups are collaborative networks that can be created and used by any LinkedIn member. Some groups are private, while open groups can be read or joined by anyone.

Now a company can create a LinkedIn group for specific internal teams or subgroups, but LinkedIn groups cannot necessarily replace LinkedIn Company Pages.

How to create a company page on LinkedIn

Whether you already have a LinkedIn account or are new to the platform, creating a LinkedIn Company Page is easy. Follow these steps to get started.

1. Create a new LinkedIn Page.

Visit LinkedIn and visit the LinkedIn Marketing Solutions website. Hover over the LinkedIn Pages option in the top menu and click Create LinkedIn Page.

Linkedin marketing solutions create a new Linkedin page

If you’re already signed in to LinkedIn, tap the Work drop-down menu in the top right corner and click Create LinkedIn Page + at the very bottom.

Linkedin company pages create a company page

2. Choose your company size and type.

Choose the size of your business from the first two options. (Note the other two options for creating a Showcase Page or a LinkedIn Page for an educational institution that don’t require you to provide this information.)

Create a Linkedin company page Choose a page type

For the purpose of this guide, I will select Small Business.

3. Fill in your company details.

Next, fill in the details of your company. Only a few details are required, but I recommend completing this step in full (as explained in the “Best Practices” section below).

For linked company pages, fill in your company data. Form

Let’s go through the form fields.

  1. Surname: Enter your entire company name for better findability and searchability.
  2. LinkedIn public URL: When you enter your name, LinkedIn automatically enters your appropriate URL. Ideally, your URL is your company name. This will keep your online identities consistent. The URL of the HubSpot LinkedIn page is, for example, www.linkedin.com/company/hubspot/. If your company name is not available, choose a URL that is similar yet identifiable, e.g. B. one of your social media handles and / or a shortened version of your brand name.
  3. website: Enter your company’s website. While not required, this information is vital as it connects LinkedIn followers to your company website.
  4. Industry: Select this from the drop-down menu. Using this information, LinkedIn can categorize your business for site visitors.
  5. Company size: Select your company size from the ranges given.
  6. Company type: Select your company type from the options available.
  7. logo: Upload a high quality logo that matches the logo on your other social media accounts. This is important so that new followers can recognize your brand and page. It has to be 300 x 300 pixels.
  8. slogan: Briefly describe what your company does in 120 characters. Use the same tagline for your other social media accounts. You can change this information later.

When you’re done, check the box below and click Create Page.

4. Complete your LinkedIn page.

The final step should show you the admin view of your LinkedIn company page. This is essentially the behind-the-scenes dashboard that you can use to make changes to your page.

If you’re building your Page from scratch, you’ll find that LinkedIn provides a helpful checklist of actions to take. These tasks also unlock new features, such as Suggested Content and Invitation to Follow, that you can use to enlarge your page.

Linkedin company pages create your page checklist

Let’s go over the important tasks to be done in this step.

  • description: Add an “About Us” section describing your company. It should be longer than your tagline. Here you can insert relevant keywords and phrases that users can use to discover your page on LinkedIn and through search engines. This section can be up to 2,000 words. LinkedIn also lets you create slogans and descriptions in multiple languages.
  • place: Add at least one location for your company. You can add multiple locations and name each one. At the very least, consider adding your head office or central business location.
  • cover photo: Add a cover photo that will entice visitors to review your page. Many brands upload a different alignment of their logo or their latest marketing or promotional campaign graphics. This photo must be 1,128 x 191px.
  • Hashtags: Although relatively rare on LinkedIn, hashtags on your page provide a unique way to connect with followers and engage with posts. Add up to three hashtags related to your business, industry, and audience. They are added to your page as community hashtags.

You can also add a company phone number, the year your company was founded, and any LinkedIn groups you want to display on your page.

Voila! Your LinkedIn company page is now created and ready to be shared. Keep browsing your site to complete all fields and functions. The following section of LinkedIn Page Best Practices will help you use your Page to connect and grow.

How to manage your company page on LinkedIn

Once you’ve created your LinkedIn Company Page, your job is done … right? No Honestly, creating the page is the easiest part. Maintaining and publishing to the page takes more time, work, and creativity.

As we will discuss below, you must first designate your site administrator. This person is responsible for creating (or delegating) the content posted on your site.

Work with your team to plan much of your LinkedIn content in advance. Gather ideas from your other social media accounts or chat with your leadership, product, and HR teams to get ideas for company, product, and job updates.

Encourage employees to create their own LinkedIn accounts as their engagement and participation can help drive traffic to your page.

Finally, keep an eye on the LinkedIn Company Page analysis. See who is visiting and engaging with your page and what type of content they prefer. Over time, you can determine where you can best use your creative energy.

LinkedIn company page admin

Who is your LinkedIn Company Page administrator? Answer this question before continuing in this article. You’ll need at least one, although we’ll cover how (and why) you can add additional page administrators in the following section.

LinkedIn offers a variety of administrator roles, and your Page should have at least one so as not to lose access to your Page. In addition, this administrator (or team of administrators) is the ultimate manager of all of the content posted on your page. You should make sure that all content is branded and consistent with your other social networks and website content.

Let’s talk about some more LinkedIn business page best practices.

LinkedIn Company Page Best Practices

  1. Complete all page details.
  2. Add key site administrators.
  3. Keep your pictures up to date.
  4. Share engaging content with your followers.
  5. Post interesting, eye-catching images.
  6. Customize your CTA.
  7. Get your employees involved.
  8. Post content from (and mention) partners and other companies.

Follow these tips and techniques to maximize the impact of your LinkedIn Company Page.

1. Complete all page details.

Fully completed LinkedIn Company Pages receive 30% more views, according to LinkedIn. Take the time to fill in all of the page details, including those that are not needed.

The more details you provide about your company, the easier it will be for people (a.k.a. potential customers) to discover you and connect with you. It will also serve to train those interested in working for or investing in your company.

2. Add key site administrators.

Maintaining a LinkedIn Company Page can be a lot of work, especially if your team already has multiple social networks and accounts. After creating your page, don’t forget to add more page administrators to give other people permissions.

Add new Page Admins and click Admin Tools> Page Admins in the top right corner of your Company Page.

Linkedin Company Page Add New Page Administrators

In the following field you can manage all of your page administrators. As you can see, there are five types of administrators that you can add to your page. LinkedIn explains them in detail here.

You need to be connected to your site administrators to add them. Simply enter the person’s name, select them and click “Save Changes”.

Linkedin company page Adding a designated administrator form

3. Keep your pictures up to date.

Your page logo and cover photo are very important. You visually introduce and engage everyone who visits your site. Keep these images updated with your latest branding and marketing materials.

Not only is this important for showcasing a unified social presence, but it also ensures that your LinkedIn business page fits in with your website, blog, and other digital marketing collateral too. This increases brand awareness and helps new customers, employees and fans discover your brand on LinkedIn.

4. Share engaging content with your followers.

As with any social network, you can’t expect to just create your account and be done. Building your LinkedIn Page is only half the battle. You also need to consistently publish content to successfully reach, inform, and market your audience.

Download this free e-book to access templates, guides, and infographics for using LinkedIn for business, marketing, and networking.

Consider posting updates on your products and services, vacancies, trends or news related to your brand, as well as behind-the-scenes content that includes information about employee life, product development, or other unique content.

LinkedIn also provides a handy content suggestion tool that lets you discover topics and content that your audience is already engaging with on the network. In the top menu of your page, tap Content suggestions and update the filters as soon as they apply to your target audience.

Suggestions for the content of the linked company page

Tap Show suggested content. This will bring up a stream of content based on the topic and audience parameters you selected. You can further edit the filters in the left menu and add or remove content topics at the top. This tool shows you the engagement rates of popular or trending content and makes it easy to share this content with your audience.

As always, don’t forget to engage with your audience too. Like, comment and share things posted by your followers and connections. This will remind them that there are people behind your brand’s LinkedIn business page.

5. Post interesting, eye-catching pictures.

Text only is unlikely to involve all members of your LinkedIn Page. Make sure that at least 50% of your posts have an engaging picture, whether it’s an infographic, an illustrated statistic, or a quote graphic. Even a GIF or meme can be a fun addition to a text-heavy feed.

Hubspot Linkedin company page

Also consider adding short videos. Even if these videos repeat your text-based posts, they will appeal to your more visual audience and keep the people on your side engaged.

6. Customize your call to action.

On your LinkedIn company page you will find a call-to-action (CTA) under your logo and next to the “Follow +” button. Mine says visit website.

Linkedin company page cta

Mit LinkedIn können Sie diesen CTA anpassen, um Ihre Follower und Ihr Publikum besser einzubeziehen. Tippen Sie dazu auf das Stiftsymbol neben Ihrem CTA. Stellen Sie sicher, dass die Option Benutzerdefinierte Schaltfläche aktiviert ist.

Benutzerdefinierte URL der verlinkten Unternehmensseite

Wählen Sie einen Schaltflächennamen aus dem Dropdown-Menü und geben Sie eine URL ein. Verwenden Sie diese Einstellung, um Follower auf Ihre Website, Zielseiten, Ereignisregistrierungen und mehr zu leiten.

7. Beziehen Sie Ihre Mitarbeiter ein.

Ihre Mitarbeiter sind einige Ihrer besten Markenanwälte. Dies gilt insbesondere für LinkedIn, wo Mitarbeiter durchschnittlich 10x mehr Verbindungen ersten Grades haben als ein Unternehmen Follower.

Ermutigen Sie Ihre Mitarbeiter, während Sie Ihre Unternehmensseite entwickeln, dieser zu folgen und sich darauf einzulassen. Bitten Sie außerdem jeden Mitarbeiter, Ihr Unternehmen als Arbeitgeber aufzulisten, da dadurch sein Profil mit Ihrer Seite verknüpft wird und umgekehrt.

Dies ist eine hilfreiche Ressource, wenn Sie eine neue Zielgruppe von Kunden und potenziellen Mitarbeitern erreichen möchten.

8. Veröffentlichen Sie Inhalte von (und erwähnen) Partnern und anderen Unternehmen.

Wenn Sie mit anderen Unternehmen zusammenarbeiten, z. B. für Co-Marketing-Kampagnen, zeigen Sie diese häufig auf Ihrer Seite an. Dies bindet nicht nur andere Unternehmen und Führungskräfte ein, sondern wirbt auch für Ihre Inhalte beim Publikum Ihres Partners.

Hubspot auf Unternehmensseite verlinkt canva

Teilen Sie für jeden Beitrag, den Sie über Ihr Unternehmen teilen, einen Beitrag, der sich auf ein anderes Unternehmen, Ihre Mitarbeiter oder sogar Ihre Kunden konzentriert.

Erstellen Sie noch heute Ihre LinkedIn-Unternehmensseite

Fast 80% der Verbraucher vertrauen Social Media gegenüber Werbung – einschließlich Social Media für Marken und Unternehmen.

Ihre LinkedIn-Unternehmensseite trägt zu dieser Statistik bei und stärkt wiederum Ihre Markenbekanntheit, Ihr Vertrauen und Ihre soziale Aktivität. Verwenden Sie diesen Leitfaden, um Ihre LinkedIn-Unternehmensseite zu entwickeln und neue Kunden, Mitarbeiter, Investoren und Follower zu gewinnen.

(Wenn Sie nach zusätzlichen Ressourcen suchen, bietet LinkedIn auch ein eigenes praktisches Playbook zur Optimierung Ihrer Unternehmensseite.)

Editor’s note: This post was originally published in August 2017 and has been updated for comprehensiveness.

How to Use LinkedIn for Business and Marketing

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