How to Leverage the Power of Your LinkedIn Company Page
It’s a well known fact that LinkedIn helps B2B companies attract more clients.
In fact, according to econsultancy, 64% of all visitors coming from social media to a corporate website are coming from LinkedIn.
That’s because people are Googling you and your company, searching for information that will help them decide if they can trust you, and whether they want to do business with you.
They are likely to visit your personal LinkedIn profile before or after your Company Page, so its a good idea you have both updated.
What are the Benefits of a LinkedIn Company Page?
Your LinkedIn Company page provides you a tremendous opportunity to showcase a professional company image and helps you achieve company goals.
- Builds a strong online presence because you can upload company posts
- Becomes a gateway for prospective clients to research your company
- Attracts new team members to express interest in working with your company
- Engages influencers within your industry, which leads to more referrals
- Promotes workshops, webinars and live events your company is organising
How to Create a LinkedIn Company Page
Log into your personal profile and go to Interests and click on the pull down menu option called ‘Companies’. From here you can create or edit a Company Page.
There are 7 key parts of your Company Page:
- Company Profile – where the body of your content is placed that describes your company.
- Cover Image – the main image of your company page.
- Specialties – one statement that encapsulates what your company does and to what target market.
- Company Details – including Website, Address, Size, Year Founded, Industry
- Recent Updates – gives a summary of your recent posts and updates.
- Analytics – shows the level of engagement and statistics of how many impressions, clicks, interactions and followers your updates have acquired.
- Notifications – it will tell you exactly who has mentioned, shared, commented or liked your updates.
1. Company Profile
Think about what your ideal type of client, wants to know when they read about you. Keep their image, and a summary of all the conversations you’ve had with them over years as your guiding light as you write out your main summary.
- Get their Attention – The first few sentences include a question to your ideal type of client asking them about the biggest problem you help solve, or the biggest goal you help them to achieve. You need a compelling first sentence, and you may even want to overcome their # 1 objection about hiring you first up in the opening statements.
- The second set of sentences articulate your core products and services, and the unique selling proposition that you provide (and your competitors don’t).
- The third part of your LinkedIn Company Page should include some testimonials from a range of past clients.
- The fourth and final section of your LinkedIn Company Page will offer a ‘lead magnet’, and suggest to the reader the best way of contacting you directly.
2. Cover Image
The main image of your company page. The best idea is to have a unique image that includes a photo of you, and a call to action (such as signing up to your lead magnet).
This is the one statement that encapsulates what your company does and to whom (your target market).
4. Company Details
These details appear on the right side of your Company Page when someone views your page. Detail include your company Website, Address, Size, Year Founded, and Industry.
5. Recent Updates
This is found under your company profile gives a summary of your recent posts and updates. When you are an administrator of your page, you can see the results of each update.
The analytics section is found by clicking on the grey horizontal menu. It shows the level of engagement and statistics of how many impressions, clicks, interactions and followers your updates have acquired.
The notifications section is also found by clicking on the grey horizontal menu. It shows you exactly who has mentioned, shared, commented or liked your updates.
Tips to Leveraging Your LinkedIn Company Page
Tip # 1 – Create a Content Calendar
Creating updates should be strategically done, so you have covered the key messages that you want your company to be communicating. Create a plan within what we call a content calendar, that outlines the main topics you want to be discussing each month.
Tip # 2 – Write a Concise Company Profile
Think of your Company Page as a lead in for new clients to get to know you. Assume they only have a spare minute to look at your page, so get to the point quickly and succinctly when writing your company profile.
Tip # 3 – Empower Your Employees to Generate Updates
Provide some training on how to create effective updates on LinkedIn to your key staff as well as administration assistants within your company. Once they have a few templates, formulas, and checklists to work with, you can ask everyone to contribute on a monthly, or weekly basis.
Tip # 4 – Experiment to Discover the Best Time to Update Your Page
There was research done in 2015 that declared that the best time to post on LinkedIn was on Monday between 2 and 4pm ET. This is a general statement, so the best thing to do when starting out is to send your updates at different times, and different days and see if you can define a better time slot where your updates are more likely to be read, shared and commented on.
Tip # 5 – Consider Investing in LinkedIn Advertising
If an update has done well organically, you can choose to sponsor it by making the update appear on your connections LinkedIn feed or you can choose to attract leads by your update appearing on LinkedIn pages. Similarly, there are other advertising campaigns that you can set up with LinkedIn such as Banner advertising. They charge approximately $5 per click, so you need to know the amount you can pay to acquire a new customer, and the conversion rate that your advertising is likely to generate before investing too heavily.