Although many people view LinkedIn only as a site for job hunters and for growing your professional network, the reality is that more than 30 million companies use it for business. From generating new leads to nurturing referral relationships, a lot happens on LinkedIn with the help of LinkedIn Pages.
What is a LinkedIn Company Page?
In November 2018, LinkedIn launched LinkedIn Pages -- a new way for consumers to discover and vet their favourite businesses — and for businesses, organizations, and institutions to connect with their audiences.
A LinkedIn Company Page provides your business with an opportunity to promote its products and services, recruit new talent, and share important, interesting, and useful updates. It not only helps you network and prospect for quality sales leads, but it also establishes your public image on a global scale as a reputable and trustworthy organization.
While a LinkedIn company page will help you to build your business or brand on the network, a LinkedIn profile will introduce your skills and experience.
Why Your Business Needs A LinkedIn Page?
Having a company page is a great way to establish your brand, share what you do and whom you serve. Here are the top nine benefits of having it:
The popularity of the platform continues to rise, many businesses are being judged on their online presence, and people searching for your business on LinkedIn is no different.
If your business chooses to open a LinkedIn company page, you have full editorial rights to a variety of updates, which could be beneficial to the perception of your brand. These include a platform to showcase your specialist services and promote news, as well as keeping an eye on how others are speaking about your company.
Public Relations Opportunities
Using LinkedIn company pages will present you with an opportunity to showcase updates that may have once relied upon traditional media amplification.
If a LinkedIn member chooses to follow your company page, it would suggest that they have an interest in your company and the industry sector in which you operate. This, therefore, gives you a platform to showcase news about new hires, events, successes, case studies, and company milestones as an additional public relations technique.
Reaching Target Markets
With LinkedIn’s global community of professionals, access to a large reach of potential business leads is simple. Through a LinkedIn company page, you can seek potential prospects through networking, connecting, building business relationships, and interacting at a high level without needing a face-to-face meeting.
When you share an update from your company page, you also have the option of either sharing it with all your followers or choosing a targeted selection of your audience.
Differentiating Yourself From Competitors
On LinkedIn, you can use your company description to emphasize how you stand out from your competitors. Include company news and share information about your company culture to reach potential new hires and convey your company’s values, mission, and vision.
Consider how you can use stories, infographics, and photos to give users an authentic, transparent, and positive impression of your company. Visual storytelling via links to video, infographics, photos, and artwork gives users impressions about how your company thinks and acts.
According to statistics, 94% of B2B marketers use LinkedIn to distribute content, making it the social media platform used most often. By visiting the company pages of businesses serving your target market, it is easier to monitor changes in your industry and track what your competition has accomplished.
Noting transitions of employees and monitoring the social media content strategies of other companies regularly will help you identify trends and opportunities for talent acquisition and growth areas for your business.
Google and other search engines rank LinkedIn company pages and posts highly in the results, which means that your company page will positively impact your SEO. Your company page has a high likelihood of appearing in Google search results. It is therefore essential to ensure that you optimize your company description and use relevant keywords within the copy as you would on your website.
Showcase pages allow you to promote specific products or services to a specific audience or buyer persona. For instance, our agency Turiya Communications uses this feature to promote its communications services.
You can increase lead generation from your company page by using lead generation forms. Essentially, this involves paying to boost the visibility of your updates in conjunction with a call to action. Unlike many traditional forms, LinkedIn lead gen forms automatically populate a form that a user can submit with one click. This simplified mechanic has shown three times higher conversion rates than other major ad platforms.
Company page analytics are much more powerful than the analytics data available on a personal profile. Page analytics provide you with much more in-depth detail on the reach and engagement of each of your updates. Besides, you can gather insight on how you compare to your competitors.
By monitoring the impact of the content you are sharing, you can learn what sort of content that works best and alter your strategy accordingly.
How to Create a LinkedIn Company Page?
Creating a LinkedIn Company Page is very simple, and you can do it today! Here is an easy step-by-step guide for it:
Step 1: Click the “Work” icon in the top right corner of your LinkedIn homepage.
Step 2: Choose the “Create a company page” option.
Step 3: Choose either the “Small business” option or the “Medium to large business” option depending on the size of your business.
Step 4: Enter the Page Identity details, Company or Institution details, and Profile details.
Step 5: Click “Create Page.”
Step 6: Once you have created your page, click “Start building your page!” and add more details.
NOTE: If your LinkedIn account is new or if you do not have enough connections then you might get an error message. This means that you need to build out your profile and expand your network if you want to have a company page.
The Bottom Line
If you are still unsure of whether your company needs a LinkedIn page, contact us today! At our communications agency Turiya Communications, we will provide you with a free online social media consultation that can help you up to your game.
Visit our website www.turiyacommunications.com to know more!