What you’ll learn today
In this in-depth guide, you’ll learn how to make the most out of your LinkedIn page, how to create engaging content for your page, the anatomy of a LinkedIn company page broken down by sections and functionality, how to create a LinkedIn page if you’re starting from scratch:
LinkedIn Company Pages are LinkedIn’s equivalent to Google Business listings and Facebook Pages.
LinkedIn Pages allow you
- to create a high-level summary of your company
- to distribute and promote content
- to generate fresh leads for your business
- to help job seekers discover new job opportunities in your company
- to run paid advertising campaigns on the LinkedIn platform
- to find current and past employees who can make a warm introduction to the right person
- to research and spy on other companies
How to promote your company with LinkedIn pages
One of the best ways to generate leads for your business is content marketing.
LinkedIn Pages allow you to post four content types on your page.
- text posts
- photo posts
- video posts
- link posts
It is important to note that Pages cannot create LinkedIn articles. These can only be created by regular user accounts and reshared by LinkedIn pages as “link posts”.
How to do content marketing on LinkedIn
Many one-person businesses only rely on their personal profile, when it comes to publishing amazing content on LinkedIn.
I highly recommend to not do that! Instead:
[bctt tweet=”Create a #LinkedIn company page, even if you’re just a team of one.”]
It will come in very handy as you continue to grow and is even more powerful when you get your entire team involved.
How to create and share high-quality content on LinkedIn
One of the best ways how to grow a loyal following for your LinkedIn company page is by publishing and sharing high-quality content on a regular basis.
As a page, you can share four types of content: Text posts, photo posts, video posts, and link posts. Articles can only be created by personal LinkedIn accounts, but your company page can share them.
What Type of Content Works Best On LinkedIn
Focus on sharing content that was created by either yourself, someone from your team/company, existing/potential clients and industry news. Avoid sharing content from competitors, unless you want to send leads their way. 😉
[bctt tweet=”Keep a good content ratio on #LinkedIn. 80% to 90% high-quality content, and 10-20% promotional!”]
Here are a few ideas of what you can post on your company page.
- Text only
- Opinion pieces
- Upcoming events and webinars
- Industry news
- Helpful articles that are published on your personal or company website
- Native videos
- Downloadable white papers, case studies or ebooks for potential customers
- New job listings
- About your company culture
- Meet the team
- Success stories
- Podcast episodes
- Share texts, photos, video, articles that were published by employees and team members on their personal profile.
- Slideshows and PowerPoint files
- Articles that you published on social media platforms such as Medium.
- Articles that were written by yourself or someone from your team and published on editorial websites, newspapers, and magazines.
- Articles that praise existing or potential clients
- Videos that you published on YouTube, Vimeo or Periscope.
[bctt tweet=”Great #LinkedIn content is both educational and entertaining at the same time.”]
How to Optimize Your Content For Engagement
Optimize your content for your ideal customer type while keeping it relevant for everyone else.
Here is why.
If you’re too broad, you’re content will be relevant for everyone. If it’s relevant for everyone, you’ll grow a mixed audience.
The next time you publish something to attract new leads to your business, the first 10 people who see it, might not be part of your ideal customer avatar at all.
Lack of relevance increases the likelihood of low engagement, which in return will cripple the reach of your content. The LinkedIn algorithm will just think that it was a bad post and kill it off quickly.
[bctt tweet=”Rotate and mix up different content themes and topics on #LinkedIn.”]
On the other hand, if you make your content slightly more relevant to your ideal audience but also explain everything in a way that has useful takeaways for everyone else, you ensure that whoever sees your content first has a much higher likelihood of engaging with your content.
As a consequence, the LinkedIn algorithm will think that you created a good post and will show it to more people. More people means, your post has a higher chance of popping up in the newsfeed of your ideal customers, and this is how you win! 🙂
Use Audience Targeting on Pages
What makes LinkedIn Pages unique is their ability to targeted at specific audiences within your page’s fan base.
Start by clicking on the “Public” button at the top and switch to “Targeted Audience”.
You can then target by any combination of the following attributes:
- Job function
- Company size
- Seniority level
Note, it is important that each targeted audience contains at least 300 people for this to work.
How often should you post new content
It’s important to understand that every company page has only a limited number of organic impressions per day. The more content you post on a given day, the further diluted the number of impressions per individual post.
I recommend posting 1-3 times per day at different times of the day. For more information, you can check out my other article on how to plan your LinkedIn content strategically.
How to Create and Optimize Your LinkedIn Page
If you haven’t already done so, start by creating a new LinkedIn page for your business.
All you need is a LinkedIn account and a verified account email address.
Click on the “Work” button at the top-right corner of your LinkedIn account and then on “Create a company page” at the bottom of the drop-down menu.
On the next page, enter your company name and select a memorable URL.
Awesome, you are now the proud owner of a LinkedIn company page.
Now it’s time to optimize your page.
Add a Logo to Your Page
First, we want to add a logo to your page. LinkedIn page logos have to be square and should be 300 x 300 pixel large.
If you have a very wide logo, consider asking your designer to create a square version or icon-only version of your logo to make it easy for other people to recognize your branding.
Add a Cover Photo
Next, we want to add a cover photo to your LinkedIn page. The recommended dimension is 1536 x 768 pixels. If you don’t know what you should upload as your cover photo, check out my article on how to create a LinkedIn profile.
Voila, much better!
Add a Meaningful Description
Let’s add some text to your description. Keep in mind that LinkedIn will only show the first few lines of text to everyone, so make those count. If you add more text, people have to click on “See more” to read everything.
Well done. Now it’s time to add some tags or “Specialties” to your profile. You can add up to 20 of them. They help you to get found in search results, so make sure you select those keywords that people actually search for.
Connect Your Website
Awesome. Let’s move on to the next section. First, we add the URL of your website. If you don’t have a website yet, add one of your popular social media accounts here.
The next four fields will determine in which searches you and your company will appear. Select the matching “Company size”, “Industry”, “Year founded” and “Company type”.
You’re really good at this! 🙂
Add Your Headquarter Location
Next, we have to add a location to your business. And don’t worry, nobody will see your exact address. LinkedIn will only display the city of your headquarter in a search.
Add Associated LinkedIn Groups
If you already have a LinkedIn group, you can add up to three here. (More about LinkedIn groups below)
Adjust the Public URL of Your Page
If you ever want to change your public URL, click on “Admin tools” at the top right and select “Public URL”
Add Showcase pages
Showcase pages are one of my favorite tools. They allow you to create a dedicated sub-page within your LinkedIn company page to highlight or showcase a specific company department, product or service.
Each showcase page can contain its own logo, cover photo, description, and tags/ specialties and you can create up to 10 of them initially.
To create a LinkedIn showcase page, click on the “Admin tools” menu at the top right and select “Create Showcase Page”.
Type in the name of your showcase page and edit its public URL.
Showcase pages are almost identical to company pages: You can set a showcase name, logo, cover photo, description, tags/ specialties, website, etc.
LinkedIn pages A-Z
Here is a good example of how a LinkedIn page looks like:
In the top right corner of every page, you can see a list of people who work at a given company. If some of the employees are mutual connections, you’ll see a separate list of people above.
This is a great tool for finding the right person who could make a warm introduction.
LinkedIn pages can create dedicated Showcase pages to display specific company departments or products.
As an example: Microsoft has created individual Showcase Pages for each product division such as Microsoft Office or Microsoft Windows.
You can highlight specific company and showcase pages on the right sidebar of your home section in the Affiliated pages section.
The default view of any LinkedIn page is the Home section. It contains the company newsfeed with all of your company updates.
One of the most underrated features on your home screen is the ability to pin one post to the top. Here is a great example of how to use pinning to generate leads for your business:
- Create a lead capture page on your website.
- Create a company update and share the link to your lead capture form. Here, I am sharing the sign-up page for my Inner Circle newsletter, where I share many of my best marketing strategies.
- Pin it to the top of your page.
Change your pinned post whenever necessary, for example, if you want to promote an upcoming event or webinar.
The about section allows you to create a high-level company profile with important information for different stakeholders.
The information is accessible to every visitor of your company page.
LinkedIn Premium, Sales Navigator and Talent Solution subscribers can use all of these fields for advanced searches, for example by searching for people with the role title “CMO”, working at companies in the “10,001+ employee” category with headquarter location “New York”.
You can include the following information:
- A general description of your business, products, and services.
- A link to your website.
- Your industry.
- Your company size category (not to be confused with your actual employee count, which is accessible via the “Insights” tab.)
- Your headquarter location
- Your company type
- The founding year of your company.
- Your specialties, this is a list of keywords/tags that users can use to search for your company.
Here is an example of the Microsoft about section:
The Insights section is only available to LinkedIn Premium, Sales Navigator Talent Solution users.
It’s an incredibly useful tool for people who want to perform an in-depth competitor analysis and allows you to legally spy on them.
Total employee count
The first section shows you the total employee count of a company over the last two years based on a six-month moving average.
It also gives you the six-month, one-year and two-year growth or decline rate and lists the average employee tenure in years.
Employee distribution and headcount growth by function
This section will give you a detailed insight into the distribution of different role categories.
This can be useful for a wide variety of use cases, for example, to understand the current priorities of a company.
The example below from the Microsoft insights tab shows us that Microsoft’s engineering headcount is growing 5 times faster than their sales team. This could be an indicator that Microsoft is prioritizing new product development over sales.
The new hires section gives us a detailed breakdown of new hire per month for the last two years.
This can be a general trend indicator for company health. Additionally, it allows understanding general hiring practices.
In this example, Microsoft has the strongest growth in the months January and July. If you’re thinking of applying for a new role at Microsoft, this can give you a good indicator of when to hand in your letter of resignation to sync your notice period with your job application.
Notable company alumni
This section shows employees with role title VP and above who recently left the company.
Unfortunately, LinkedIn doesn’t offer any mechanisms to prevent identity theft or impersonification. In the example below, you can see fake alumni.
He achieved this by just adding Microsoft to his experience section and giving himself the title CEO. LinkedIn could have easily prevented this from happening by giving page admins the ability to “approve” or “confirm” experiences.
As a general recommendation: Don’t trust everything you see on LinkedIn!
Total job openings
This section is very similar to the “Employee distribution and headcount growth by function” section but focuses on the number of new openings.
With a little bit of math and common sense, this can tell you a lot about the company, market and hiring situation.
The Life section allows you to create a microsite within your company page with additional information about your company and culture.
It is only available to companies with an active LinkedIn Career Pages subscription. The pricing is up to negotiations and usually paired with a LinkedIn Talent solution subscription.
The Jobs section enables you to promote job listings on your LinkedIn company page.
Please note: Job listings are not free and are charged on a pay-per-click basis, similar to LinkedIn Ads.
To create a new job listing, click on the “Work” icon in the top-right corner of the LinkedIn navigation bar and then select “Post a job”.
If you want to learn more how to use LinkedIn to generate leads for your business, check out the following articles: