Many businesses choose to focus their social media marketing efforts on Facebook and leave others by the wayside, but with 200+ million users worldwide, LinkedIn should be an integral part of any company’s online marketing strategy. Further, many people are unaware of the incredible amount of features and customization LinkedIn offers to personal and company pages alike. If you haven’t created and/or fully optimized your company’s LinkedIn page, or wouldn’t know where to even start, keep reading. In this blog, I’ll provide step-by-step instructions on how to optimize your LinkedIn company page, as well as best practices everyone should adhere to.
1) Set Up A LinkedIn Company Page
For those of you who have yet to create your business page, LinkedIn provides everything you need to know here. For the sake of brevity, I’ll leave it at that.
2) Implement Profile Image and Banner
Your next step is to brand your page with profile and banner images. The profile image should always be your company logo. The banner is where you’re allowed to get creative. If you’re familiar with the Facebook cover photo then you’ll get the general idea. However, there are a few differences to keep in mind when creating your LinkedIn company banner.
- LinkedIn banner has different dimension restrictions than Facebook. The banner image should be 646×220 pixels.
- Consider changing up your messaging from what is used for Facebook. LinkedIn is a different target audience, so keep this in mind.
- Place the most important information at the top of the image, such as key messaging or your company’s value proposition.
- Make sure it is consistent with your existing branding, e.g., color scheme, typography, etc.
3) Complete the About Section
This is where you get to share a bit about your company culture. It should include your mission statement, what your company does, who you are, the company history and what separates you from the competition. This section was moved to the bottom of the page so it’s not as visible as other information, but it’s important you devote time to build it out. Try to keep the information here short and to the point. You don’t want your readers to wade through endless copy to find what’s important to them. Consider using bullet points for easy digestion. You also want to make sure to use relevant keywords in this section. LinkedIn is also a search engine, though not as sophisticated as one like Google. It relies on keywords to provide its results, so use semantic variations or similes to cover your bases. You’ll want to do the same under the Specialties section.
4) Products and Services
This is where we start to get some of the really valuable stuff. LinkedIn allows businesses to highlight three products or services with rotating banner images. Unlike the banner on the homepage, these are clickable links that direct users to relevant landing pages on your site. This should be reserved for your top services. You can also get a bit creative here and use these banners to promote special offers to LinkedIn visitors. Direct them to a specialized landing page reserved for these users and include a clear call to action. This will greatly increase the chance of them becoming an actual lead.
Lastly, if you have videos, use them. People love videos and LinkedIn users are no different. Consider linking your YouTube channel with your profile. If you don’t have videos, create some! Even a 30 second video explaining your company philosophy can do wonders. This allows for greater customization and branding.
5) Company Overview
Most people use this section to link to their homepage. However, a more valuable approach would be one similar to the Products and Services section. Consider creating a specialized landing page unique for LinkedIn visitors. Likewise, entice them with an offer and call to action.
6) Final Steps
You’re almost at the finish line! Just a couple finishing touches that will help make your company come alive. Don’t fall into the trap of creating an awesomely optimized page and leaving it to rot into obscurity. Here are a couple tips to keep your page active without you having to do anything:
- If you have a blog, set up a RSS feed to auto-populate the newest posts to your page.
- Similarly, opt-in to show news about your company in the news feed. This will automatically pull in relevant news articles or press releases and post them to your page.
7) I’m Finished! What Now?
The fact that you’ve dedicated this much time to optimize your LinkedIn company page already separates you from the competition, but what’s wrong with standing out even more? Become a LinkedIn leader by continuing to dedicate time in your marketing strategy to keep it up!
Gain Followers – After completing your page, be sure to post a link and a call to action on your website. Additionally, encourage employees to share the page with their network of followers. If they don’t have LinkedIn profiles, create an internal campaign to get them started. Consider making a contest to ensure the greatest results. If you need a complete guide on how to optimize a LinkedIn personal profile, refer to my previous blog post here.
Ask for Recommendations – Recommendations are essentially LinkedIn’s version of reviews. This can be your greatest tool in standing out from the competition. However, you need to ask. People typically won’t willingly create a review without a bit of a push. If they’re brand advocates of yours, they’ll be more than willing to do so.
Be Active – As mentioned above, you don’t want to simply create an engaging page and abandon it. Try to post something at least once a day. Share industry news. Join conversations. Post job openings. The goal is to be visible, so make sure of it! So there you go! If you have other alternative methods for optimizing your LinkedIn company page, let us know by posting a comment.