LinkedIn is the professional networking social media site. It can be used to promote your products and services, spread brand awareness, hire employees, or convey your corporate culture. LinkedIn is ideally suited for B2B companies, freelancers, and companies that do their recruiting online.
A LinkedIn Company Page is a mini-website about your company. People can learn about your products, services, and company there.
You can create a Company Page by clicking on ëCompaniesí in the top menu bar of your LinkedIn profile. Then click on the ‘Add a Company’ link in the upper right-hand corner. It will ask for your company name and an email address.
Company Page Eligibility
Company Pages aren’t available to all businesses. Only certain companies are eligible. You can read the eligibility requirements here. Among other things, you need an email address with your website domain in it; in other words, you can’t use a free Yahoo or Hotmail account.
If you’re not eligible, a great alternative is to create a LinkedIn Group. This is like an online forum where you can connect with your customers and fans. The main difference is that while a Company Page is specifically about your business, a Group is not a promotional channel. Instead, it should be based around a concept related to your company and target market.
If you’re eligible to create a Company Page, LinkedIn will send you a confirmation email that you can use to get started. When you click the link in the email, it will redirect you to a page where you can edit your company information. This includes choosing admins, uploading a logo, and writing a company description.
The company description should include everything that people who are seeing your company for the first time need to know. It should tell new customers who you are and what you do.
There is also a field where you can enter your ‘specialties.’ These are searchable keywords that relate to your business. There are also areas where you can add information about your products and services. Make this and all other fields keyword-rich because they’ll appear in search engine results.
It’s important to post status updates to your Company page on a regular basis. You can read LinkedInís own recommendations on Best Practices for Company Status Updates here. However, LinkedIn will definitely crack down on companies that are posting too frequently, so make sure you keep your status updates authentic and natural.
LinkedIn Company Pages Tips and Best Practices
- Upload both a regular logo and a small square logo to use as an avatar. Pay attention to sizing restrictions, and make sure it looks the way it should.
- Ask your employees to add your Company Page to their profiles. This will get your page more exposure.
- Add a banner image to your Page. This is like the cover photo of a Facebook Fan Page. It helps to show what your business is all about.
- Elicit product recommendations to use as content on a sidebar. This is a powerful form of social proof that will encourage others to try your products.
The best way to connect with others on LinkedIn is to go out and be proactive. Don’t sit and wait for them to come to you. Join groups, connect with others, comment on content, and provide help for other users.