10 Tips to Build Your Business with a LinkedIn Company Page

Properly completed LinkedIn company pages can help generate sales leads, boost search engine rankings, attract recruits, and strengthen an organization’s image. In this era of social media engagement, every organization – corporate or non-profit, small or large — must be visible on LinkedIn.

According to LinkedIn, half of LinkedIn members are more likely to purchase from a company they engage on the social network. Both consumer and B2B consumers visit LinkedIn pages to confirm the organizations’ legitimacy and research backgrounds of their top executives. Customers and clients are more likely to patronize a company that has a well-designed, professional-looking LinkedIn page.

Here are 10 crucial tips to building LinkedIn pages that engage and attract customers.

• Complete a description of your organization. Because Google indexes company pages on LinkedIn, descriptions can help boost companies’ organic search results. Include keyword-laden phrases that describe the company and its products. Search results will display the first 156 characters of your company description, so be sure to lead with the most important information.

• Showcase the company’s products and services page. Add links from the page to other content, such as the company website, white papers, or webinars.

• Encourage employees to create complete LinkedIn profiles. That’s especially important for key executives. A complete profile includes a professional photograph (without children or spouse), contact information, and strong keyword-rich descriptions of the business and its products.

• Customize your URL. LinkedIn displays a default URL that’s a nondescript list of numbers. Change that to your company name by going to your “Public Profile” under LinkedIn settings.

• Post a professional banner image. The banner image provides the all-important first impression. This is no place for a stock image or poorly cropped photo of your team. Design a professional page header to establish credibility.

• Add recommendations. Customer testimonials build credibility. The best technique for obtaining recommendations: Ask for them.

• Share updates. Share company news and other items. Post helpful news and advice rather than entirely self-serving content. LinkedIn’s targeted feature allows you to share updates to particular groups based on geography, company size, industry sector, or seniority level.

• Engage others. Like individual users, companies can engage with others by following them and sharing updates. Follow your clients’ company pages to stay abreast of their company news.

• Join LinkedIn Groups. Join groups related to your industry to promote your business and stay current on industry news. Within the groups, answer questions, offer comments and start discussions by posing questions.

• Analyze LinkedIn data. Visit LinkedIn analytics to learn what types of posts earned the most engagement, learn about the demographics of your followers, and compare your page to competitors.

Using all of LinkedIn’s opportunities can yield significant marketing and PR benefits in addition to its well-known advantages for identifying and recruiting professional talent.

Resources

5 LinkedIn Company Page Tips to Enhance Your Marketing
Social Media Examiner

11 Tips for Creating a Buzz-Worthy LinkedIn Company Page
CIO

5 Steps for Optimizing Your LinkedIn Company Page
Marketing Land