If you are reading this, then the chances are that you have all the usual social media profiles. But the question is, do you have a profile or a company page on LinkedIn, and more importantly, if not, do you know how to create a Company page on Linkedin that will get you noticed?
Having a LinkedIn company page is very important if you’re a business owner. Currently, there are over 30 million company pages sharing content and trying to improve their conversion rate. That’s because LinkedIn is a professional social media network with countless job seekers, potential customers, career opportunities, and content to grow the reach of your business.
In this post, we will discuss the detailed process of LinkedIn company page creation and why the LinkedIn page for business is important. But first, let’s discuss a little about LinkedIn’s history and facts.
Is LinkedIn The Largest Professional Network?
Source: Business2Community Official
Back in 2002, LinkedIn was founded by several people who belong to the PayPal Mafia under the umbrella of Reid Hoffman. PayPal Mafia is basically the former PayPal employees who started many individual and successful companies on their own.
As a result of the “A” investment round, reaching one million users was the first milestone that LinkedIn achieved. By 2008 LinkedIn was already a billion-dollar company and reached a multi-billion-dollar milestone in the following two years.
Later in 2016, LinkedIn’s shares dropped by over 43 percent in a single day, which cost the loss of 11 billion dollars in market capitalization. According to the analysts, it was due to the yearly forecast that was expected to be $867 million, but LinkedIn anticipated that its Q1 revenue would be around $820 million. It was a perfect time, and this little hiccup didn’t stop Microsoft from acquiring LinkedIn. Microsoft acquired LinkedIn for $26.2 billion.
Currently, LinkedIn has over 675 million users, with 310 million monthly active users, which makes it the largest professional social media network in the world.
What is the LinkedIn Company Page?
Source: WixBlog Official
LinkedIn launched a company page feature back in November 2018 that changed how consumers and end-users discover and evaluate their favorite businesses. Don’t worry if you’re a business owner because this feature also helps institutions, organizations, and businesses to connect with their target audiences.
The level of activity on LinkedIn comes as no surprise because of the massive number of active users. LinkedIn users can:
- Post business updates
- Seek new job opportunities
- Pitch prospective customers
- Build relationships and business partners
How Your LinkedIn Page Can Serve You?
Source: LinkedIn Official
A LinkedIn business page can serve you as a lead magnet for both candidates and prospective customers. It’s completely safe to say that almost all successful businesses use LinkedIn for lead generation. It is undoubtedly something to harp on because there are over 30 million company pages on LinkedIn.
So if your business is not present on LinkedIn, consider getting your LinkedIn company page created right now because you are missing the boat. Let us highlight some of the most amazing figures why you need to create a company page on LinkedIn.
- 94 percent of business to business marketers post their content on LinkedIn
- Over two million posts, articles, videos, etcetera appear in the LinkedIn feed daily
- As compared to other social networks like Twitter and Facebook, LinkedIn is 277 percent more effective to generate leads
- 75 percent of the people use LinkedIn to seek new job opportunities
LinkedIn business is an invaluable platform, and you need to use LinkedIn to create a company page feature right now. It allows you to promote your services and products and share informative and engaging content to attract your potential customer. Let’s dive into the step-by-step process of how you can create a LinkedIn company page.
How to Create Business Pages on LinkedIn
Bear in mind that creating a LinkedIn page is not a piece of cake. We have compiled a list of comprehensive steps to follow to get your company’s LinkedIn page ready. Additionally, having a verified personal LinkedIn profile is necessary before you can start building your company page.
Step 1: Meet LinkedIn’s requirements
There are a bunch of requirements that you need to fulfill to create your business page on LinkedIn. We have already mentioned that you need to have your personal profile. The additional requirements that this profile needs to meet are:
- It must be at least a week old.
- The profile must have an all-star or intermediate rating.
- Must reflect that you are a current employee of the company you are going to create a business page for
- It must have the information regarding your position in the company.
- The profile should have several first-degree connections (LinkedIn does not specify any specific number for this, but the more first-degree connections you have, the better it is for your profile)
- And lastly, it must have an association with an email address having a unique company’s domain name.
Well, if you aren’t a LinkedIn user, it might be a little daunting to get all the requirements met within a week or so. However, any employee of your business can create a business page on LinkedIn for you.
The trickiest part of the requirements is getting the unique domain name because Outlook or Gmail won’t work. For that matter, you need a professional email plan to create an email address with your brand’s domain name.
Step 2: Start the process of creating a LinkedIn Company Page.
Once you have an active LinkedIn profile that meets all the requirements mentioned above, you need to log in to your LinkedIn profile.
A – Click the “Work” tab
On the main feed page, click on the “Work” tab located in the top right corner, as highlighted in the picture above.
B – Click on “Create a Company Page.”
On the Work tab menu, you will see a bunch of options. You’ll have to locate the button with the “Create a Company Page” label by scrolling down on a standard-sized display, as highlighted in the above picture.
C – Select the page type
At this point, you will have to select the type of your page from small business, medium to large business, showcase page, and educational institute, as the above picture depicts. The first two options are the ones you want to choose from, and it depends upon the number of employees you have.
Step 3: Fill in your company details.
This step is the most important one, and you have to perform everything according to the information that we have provided below.
A – Company name and URL
This is the main area to fill in the forms with all the required information about your company. The first step is to enter the name of your company and the URL to your company page.
LinkedIn, by default, offers a suitable URL in the following format:
Your audience will see this unique URL, and both search engines and LinkedIn itself will use it to identify and locate your business page. If you don’t like the default URL that LinkedIn offers, you can always edit it, whether you want a different name or change your company’s name later on.
Bear in mind that not all the profile handlers will have the right to change the URL. You can edit it only if you have access to your company page’s admin rights.
If you have the admin rights, then all you need to do is click on the dropdown menu with the “Admin Tools” Label. You can find it on the top right corner of your company page admin center. Click on it and find the “Edit public URL” option, as shown in the picture above, and make the URL’s necessary changes regarding your company name.
But there are certain requirements from LinkedIn as well that you have to bear in mind while making any change to your public URL, which are:
- You can only edit and change the URL of your company page once every 30 days.
- You’ll need to edit the URL specifically because changing the business name doesn’t automatically change the page URL
- It is not always necessary that LinkedIn will allow you to choose any URL. You’ll need to try different options to get the one that is available if any other existing company has already acquired the URL you proposed.
- Once you change the URL, your old company page URL will be available for other businesses after 365 days.
- The search engines will redirect your old customers from your old URL to a new URL for a few weeks.
B – Your website link
The last option in the page identity section is to link your website to drive more traffic to your business’ web portal. It’s best to put the link to your landing page so that your potential customers can explore more about your company.
C – Company details
The second section is about the specific details of your company, which includes:
- Industry: Accounting, marketing, and advertising, computer software, sports, etc.
- Company size: In this dropdown list, you’ll need to select the company size depending upon the number of your current employees, such as 0-1, 2-10, 11-50, etc.
- Company type: Finally, the second section’s last option is to select your company’s organization type such as self-employed, government-agency, partnership, a public company, etc.
All of these fields are dropdown lists, and you need to select only those options which LinkedIn offers. You don’t need to worry because these lists cover all the possible options on which your company falls.
D – Profile details
The last section is to select the profile details, which includes the following:
LinkedIn has some specific requirements that you need to follow while uploading your logo image. It doesn’t allow you to upload an image with more than 8 MB of size, and the image should be 300 x 300 in resolution. The formats it supports are JPEG, JPG, and PNG.
It is the first statement your audience will interact with regarding your company, and LinkedIn places it right below your company’s logo. You can’t create a Tagline with more than 120 characters.
Make sure it’s attractive enough to grab people’s attention and define your company’s purpose as well. It must reveal what you are, who you are, why your company exists, and what difference does it create.
For example, the Tagline that Microsoft has is, “We’re on a mission to empower every person and every organization on the planet to achieve more.” as shown in the image below.
E – Cover image
Once you have given all the company details discussed above, you’ll need to add a cover photo that contains your company’s theme. It works as a tandem with the logo image of your “LinkedIn in company page.”
Moreover, LinkedIn has also set some requirements that you’ll need to follow to upload your cover photo.
- The cover photo shouldn’t compete with your logo image in visual terms.
- If you want to use a solid color cover photo, you should also follow the same style and design theme of your company page’s logo image.
- The size should be 1584 X 396 pixels.
- The format that LinkedIn supports for the cover or background photo is GIF, JPG, and PNG.
Not all people conform to simplicity, but we recommend you to:
- Keep your cover photo as simple as you can
- Don’t overlay it with complex graphics and text.
F – Verification process
Once you have filled all the fields with your company information with the logo selection and cover photos, you need to click on the “Create Page” button. Don’t forget to check the verification checkbox, which asks you to verify if you have the right to create the page with all the information.
LinkedIn’s system will take a few moments at this stage to update all the information that you have entered, and after that, you’ll see the company page review.
Before you say that it wasn’t tricky at all, let us tell you that it’s just the beginning because the goal to create a company page, LinkedIn goes a little deeper.
Read on to find out the best ways to get started with your LinkedIn company page.
Step 4: Getting Started
Source: FiveChannels Official
Now, you’ll need to click on the “Getting Started” button to enter and edit further details about your company. You can’t publish your LinkedIn company page without entering your website URL and company description.
The company description or summary must contain phrases and the most valued keywords relevant to your company’s industry. Simultaneously, it should also describe the area of your expertise, work, products, or services.
Why? Because almost all LinkedIn users use the phrases and keywords to find your business page. Keeping the summary brief and informative is imperative because you’ll only be allowed to write your company summary from 250-2000 characters, including spaces. That’s why it’s important to communicate your company’s idea, purpose, and concept using the right keywords.
You can also look at the most successful LinkedIn company pages such as Google, Microsoft, FedEx to get an idea to write the perfect company description and summary.
Once you know how to work on “LinkedIn create company page” functionality, it’s imperative to determine what you want to achieve from your company page. Here are some of the most common functions that businesses achieve by using the LinkedIn company page.
A – Lead Generation
Source: Medium Official
Do you know that 80 percent of the B2B (Business to Business) leads come only from LinkedIn? Moreover, we mention it again as a reminder that 92 percent of B2B marketers prefer LinkedIn over other social media.
According to LinkedIn stats, on average, a single customer reads about ten pieces of content to make any purchase decision online. That’s why you need to create a vast array of informative and attractive content such as case studies, short videos, eBooks, etc., to reach your target audience.
B – Brand Awareness
Once you become a member of the largest professional media that exists in today’s world, you’ll need to interact with your potential customers. To increase your reach, you can share valuable and useful content that strikes conversations. You’ll also need to answer your candidate clients’ queries, which helps you find more interested people who might become your real customers.
C – Generating Thought Leadership
Edelman reports that over 55 percent of the people use thought leadership to make purchase decisions. It is undoubtedly a handy way to evaluate who the organizations’ people consider working with. You can also use your LinkedIn company page for this purpose by sharing industry perspective, useful content, upcoming events, trends, and important progression news about your company.
Let’s discuss how you can use your company profile to achieve these purposes.
Step 5: How to Get the Best Out of Your LinkedIn Company Page
Some of the key practices to get the best out of the LinkedIn company page are as follows:
A – Post Business Updates Regularly
The best way to keep your targeted audience and page followers engaged is to share the content they want. You can achieve it by sharing content in images, videos, articles, product promotions, discount coupons, company information, etcetera.
The content will appear in your company page feed, and it will be visible to all of your active followers. Bear the following tips in mind while preparing your update post.
- Text length: The most recommended text length that LinkedIn suggests is 150 characters. It should include valuable statistics and an attractive industry perspective.
- Include a call to action: include something interesting in your post that creates urgency and encourages the viewer to click.
- Always use vanity URLs: Vanity URL is a short form of long URL that you can create by using URL shorteners.
- Include graphics: Nothing attracts more than a short video or an image with a short text. You should include graphics in your post with a call to action.
- Use targeted updates: Once you are done with your post-update preparation, you want to make your reach more focused. You can achieve it by selecting the audience type you can find right above the company update box. It includes filters like geography, language, job function, industry, university, company size, etc.
B – Check Your Company Page Analytics
If you have admin rights, you can check your company page’s analytics to evaluate your content and overall performance.
Source: TheNextWeb Official
You can open the LinkedIn company page Analytics by following the steps below:
- Click on the “Me” take on your main company page.
- Click on the “Your Company Page” option right under “Manage,” and it will open the “Administrator Page.”
- Here you will find the “Analytics” tab on the top, and clicking on it will open the Analytics charts.
The LinkedIn analytics feature allows you to track:
C – Use Paid Marketing Tools to Boost the Audience
You can level up your organic reach because linked allows you to use paid marketing tools. Not only does it allow you to enhance your brand awareness and lead generation, but it also helps you to achieve your short-term and long-term objectives.
D – Provide Content That Matters
Well, nobody wants to read long and boring articles. You want to enrich your content with attractive videos and graphics, explaining the benefits and services people will get. Offer free content and discount offers in exchange for email addresses and newsletter subscriptions.
We hope this detailed and comprehensive guide will help you to go a long way with your LinkedIn company page for your business. You can also find more information about our profile optimization service here. Feel free to let us know about your experiences with LinkedIn.
Main Photo by LinkedIn Sales Navigator on Unsplash
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