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The Complete Guide on setting up a LinkedIn Company Page

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19th Oct, 2021
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The Complete Guide on setting up a LinkedIn Company Page

LinkedIn is currently the top-rated social media platform for B2B content marketers, with 95% depending on it for organic content marketing growth. The platform has more than 660 million registered members, with more than 50% active monthly. With such an influential global audience from different occupations, experiences, and interests, LinkedIn has become one of the best online platforms for business growth.

Why does your company need LinkedIn?

There are many reasons why LinkedIn is beneficial for your company, such as:

  1. With the increasing usage of social media applications and community platforms today, building an online presence for your company has become highly essential. This involves developing a company website and maintaining a LinkedIn profile.
  2. Represent your company and its products or services through your LinkedIn page and show what your company stands for. The more efforts you put in to develop a robust brand image, the stronger your audience will be, and the better lead you will generate.
  3. Through LinkedIn posts, you can engage with your clients, domain experts, influencers, and followers to understand what they are looking for. This will help you shape your services accordingly and manage customer relations well.
  4. LinkedIn is the hub for job seekers in every sector all over the world. Studies show that every week, LinkedIn sees 40 million job recruitment searches. Thus, as a company, you can leverage LinkedIn to make your talent acquisition process easier.

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How to create a Company Page on LinkedIn

1. The Setup

The option for setting up a LinkedIn Company page is only available on the desktop version of the website.

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Here’s how to create a Linkedin business page:

  • Log into your LinkedIn account by entering your email and password.
  • On the homepage, click the “Work” icon shown on the top right-hand side corner.
  • Upon scrolling downwards, you will see the “Create a Company Page +” option.

How to Setup a linkedIn page - 1

 

  • Once you click it, you will see four options on your screen: Small business, Medium to large business, Showcase page, and Educational institution.

How to Setup Linkedin - image 2

  • Select the option that suits you the most and enter all the required information (name, company official website, industry, company type, logo, and tagline).
  • Tick the verification box that appears at the end of the page.
  • Click on “Create the page,” and your basic LinkedIn Company page is set.

How to Setup Linkedin - image 3

You now know how to create a Linkedin business page. This is how your company LinkedIn page will look like:

How to Setup Linkedin page - Image 4

2. The Fundamentals

The next step after setting up your LinkedIn page is to determine the overall appearance of the page. Keep brand colors and combinations consistent on the page, matching those that represent your company. Set your company’s official logo as the LinkedIn display picture to establish authenticity. Also, ensure that the tagline you set corresponds to that of your company. In the LinkedIn banner, include your company’s brand name, highlight important values, display your main product or service, and include an actionable call-to-action (CTA) in the banner.

Remember to include relevant ranking keywords in the page description to directly lead customers to your LinkedIn page through a simple Google search. To divert traffic to your website, always keep the link to your official website on the page. Even if you know how to create a company page on LinkedIn, it won’t give you the best results unless you take care of the fundamentals.

3. The “About” Section

This section is the most important part of your company’s profile. It carries the initial impression of what your company does, what its products and services are, its work motto, and they can get in touch with you. The “About” section talks about your company and sets the base for your brand.

Start the section by talking about the story behind your company, the motivation behind its products and services, the vision it believes in, and the different milestones you achieved in the past few years. Talk about how your product will help customers, what the brief features of the brand are, and how the customers can reach you. End the “About” section with an attractive CTA (83% to 93% of leads are from CTAs).

4. The “Featured” section

Make the most of the “Featured” section displayed on your LinkedIn profile. Include social proofs like media mentions through newspaper clippings, journal or magazine publications, articles written for reputable websites, or even customer testimonials that give your brand high status. Clients and customers are most likely to check out this section to review what your brand is about. Use this opportunity to portray your business as more than just a corporate setting.

5. The Employees

Ensure that all your employees have professional profile pictures, appropriate taglines, and defined positions. All your current and past employees who have listed your company in their experience section will appear under the ‘People’ section of your LinkedIn company page. This employees’ list serves as an official resource for profile visitors wishing to connect with your employees to know more about your brand. Not only will this boost your brand’s reputation, but it will also make customer acquisition and job recruitment easier.

6. The “Showcase” section

Through the Showcase pages, highlight your brand’s USP and how it stands out in the market. The main advantage of a Showcase section is that it allows you to target different parts of your audience. For instance, Microsoft has different pages for its Office and Visual Studio products apart from 12 other products and services. This way, you can talk about each service in detail and manage different communities for each under your principal brand.

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Conclusion

Creating the main page might have been an easy task. But if you want to build a robust online presence, you must grow organically on LinkedIn. Keep your profile up-to-date with the latest industry changes and employee developments. Engage with different potential clients and market players to stay in the game. This was a complete guide on how to create a business page on LinkedIn.

If you want to learn more about digital marketing strategies, you can go for the Advanced Certification program in Digital Marketing and Communication by MICA School of Ideas, offered in collaboration with upGrad. It covers important concepts like SEO, SEM, marketing analytics, branding, and social media content writing. It also teaches important platforms and tools like Ubersuggest, GTmetrix, and TweetDeck. With 180 hours of content, 15 case studies and projects, and four specializations offered. This course can turn out to be a great choice for traditional marketers, entrepreneurs, sales professionals, and communication managers.

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Creating a LinkedIn Company page can make a huge difference to your business’s brand promotion and marketing strategies. Surveys show that this professional community platform generates more than 80% of B2B leads. With such massive potential to tap, it is best that you start your company’s LinkedIn journey today!

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Robin is an experienced digital marketing savvy, Search Engine Analyst with expertise in domains that includes online shopping, online ticket booking, travel/hospitality, healthcare/medical, EdTech, software products, chatbots, real estate, and more.
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Frequently Asked Questions (FAQs)

1What are the features of the LinkedIn Sales Navigator?

The LinkedIn Sales Navigator is an excellent marketing and sales booster for your company. The features it offers are:
1. It enables you to send out 30 InMails each month to potential clients and investors.
2. It saves up to 5000 business prospects for you.
3. It prepares periodic reports on regularly monitored sales performances.
4. It works with TeamLink to connect your brand with a vast audience.
5. It offers advanced searching and filtering tools to enhance your LinkedIn experience.

2What are LinkedIn plug-ins?

LinkedIn plug-ins open up many new exploring possibilities for the profile visitor. They add new functionality to your LinkedIn profile and directly impact sales. A few LinkedIn plug-ins that you can consider are:
1. Share
2. Company Insider
3. Blog Link
4. Autofill
5. Follow Company
6. Jobs you might be interested in
7. Member profile
8. Alumni Tool

3What kind of content can the company post?

As is said, “Features tell. Benefits sell”. This means that you should make your LinkedIn company page more about how your product can help customers rather than simply inform them about its features. Post regularly about your brand, news articles on the latest technological advancements, your company’s contribution to society, etc. Posts can be in the form of texts, videos, images, and carousels.
You can even share posts created by your employees if it is pertaining to your company. Talk about a recent milestone achieved and encourage more employees to contribute to the platform. Basically, the more you engage and interact with other LinkedIn members, the more your brand will be recognized.

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