This blog post is an exerpt of, "An Introduction To LinkedIn For Business", download the complete ebook.
A LinkedIn Company Page is the one page amidst your various social networks that calls for the most professionalism. This is the place to emit a white-collar persona paired with desirable company character. With that in mind, let’s explore the next steps to completing your company’s profile.
1. Include Basic Information
Go to company page and select Edit from the right-hand side. From there, LinkedIn will prompt you to fill in generic information about your company. Be sure to fine-tune the description portion, as this will be crucial in user understanding of your company.
Be sure to include your:
- COMPANY SIZE
- WEBSITE URL
- OPERATING STATUS
- YEAR FOUNDED
Next, add your designated page admins. You can choose multiple admins to manage your page, but you must be connected to the member on LinkedIn first.
Include a brief write-up of what your company is all about. Your company description and specialties will show exactly what your company does, while including searchable keywords to optimize for LinkedIn’s search feature.
Completely fill out your company’s summary section by adding searchable keywords, or “specialities” related to what your company does.
2. Post Updates
If you’re currently using Facebook or Google+ for your marketing, you’ll discover that posting updates on LinkedIn is quite similar. Your LinkedIn company feed is not strictly for jobs or new hire updates. Promote your new blog posts, ebooks, or webinars on LinkedIn. Your feed should include anything your audience would be interested in. When posting, you can click into the title and description generated and customize it before posting.
3. Add Products or Services
Heading to the products tab on your company page, click on the Edit button to reveal a drop down menu— this menu changes from tab to tab. You now have the option to “add a product or service.” Do it. LinkedIn will go through simple step-by-step instructions to help you broadcast those services.
STEP 1: PRODUCT OR SERVICE? Choose between a product or service.
STEP 2: Pick category Select a category that best fits your product or service.
STEP 3: NAME YOUR PRODUCT OR SERVICE
You can add multiple products and services for your company, so just start plugging away. Choose the first from a random list or select from your most popular products, whichever makes the most sense for your business.
STEP 4: ADD AN IMAGE OF YOUR PRODUCT OR SERVICE
Choose an image that best represents your product or service. Note: Your image will be re-sized to 100x80 pixels.
STEP 5: describe your product or service What do you want users to know about your product or service? What sets it apart from the competition? Why would someone be likely to recommend it? Be informative, but don’t forget to add some personality!
STEP 6: LIST KEY FEATURES
Use this section to list the key benefits or use cases of your product or service. If you’d like to mention anything regarding your responsibility with the product or service once it’s purchased, include that here.
STEP 7: ADD A URL FOR THE PRODUCT OR SERVICE
Use this section to link to a location on your website where LinkedIn members can learn more about this specific product or service.
STEP 8: ADD A CONTACT FROM YOUR COMPANY
If a LinkedIn member wants to contact your company or learn more about this product or service you can showcase who in your company they can contact. Start typing the name of the contact people in the boxes below. You must be connected to that member on LinkedIn to include them below.
STEP 9: ADD AN IMAGE OF YOUR PRODUCT OR SERVICE
Do you have a promotion or special offer for this product or service? Include a title, description and URL where users can click to learn more.
STEP 10: ADD YOUTUBE VIDEO ABOUT PRODUCT OR SERVICE
Do you have a YouTube video about this product or service? Add a creative title for your video. Once you’ve added your title, copy and paste the URL from your YouTube video in the box below it.
STEP 11: PUBLISH
This is the fun part! Once you’ve filled out your information, you’re all set to hit the Publish button in the top right corner.
4. Edit Products or Services
When you make your way back to the general Products page to see your published work, head back up to the main product tab, click Edit, but this time select Edit Page from the dropdown. To complete this section, follow these steps:
STEP 1: CREATE VARIATIONS OF YOUR PRODUCTS PAGE
Just as HubSpot offers smart calls-to-action that adapt based on user history, LinkedIn also can target your Products page to different segments. You can create versions of this page to be served to custom audiences based on their profile content. For example, you can create a version targeted to people in the U.S., and a different version targeted to members in Europe. Once you have created a Default version, create different versions by clicking New Audience below. Name your target, choose your targeting characteristics and click Save and Exit to edit your targeted page.
STEP 2: DESCRIBE WHAT YOUR COMPANY OFFERS
In the first field add a title (e.g.: World Class Software Products). In the second field add an overview description about your company, products and services. The logo will be pulled automatically from your overview page if one exists.
STEP 3: MARKET & SHOWCASE YOUR COMPANY WITH IMAGES
You can drive traffic to your website by adding URLs where you want people to go when they click your images. Add up to three images (640x220 pixels) and URLs, and LinkedIn will create a rotating spotlight module to display on your page. Note: When uploading your URLs, be sure to paste in a bit.ly link to help you track your clicks. The URL you paste into bit.ly should include a tracking token so you can measure your leads through your analytics software.
STEP 4: FEATURE SPECIFIC PRODUCTS OR SERVICES
Do you want to promote certain products or services above others? As mentioned before, you can include multiple products and services, so choose from your list to feature up to five of your products.
Linked Ads allow you to promote your Company Page through an ad campaign. This feature is split into four simple steps, which LinkedIn takes you through in a very comprehensible manner. A Common Questions box also appears to the right of this page, so you can truly understand how the feature works. A LinkedIn ad campaign can help spread the word about your company as you build and integrate inbound marketing efforts into your business platform.
Managing Your Company Page In 10 Minutes Per Day
Congratulations! You have a LinkedIn Company Page! Now you’ll need to maintain it.
Once your page is developed, maintaining it takes very little time. It’s not like Twitter where you have to post constant updates and pull up multiple streams to monitor and keep the conversation going; posting a few times a week is just fine for LinkedIn. In fact, if you exceed 1 post in a day, you’re probably posting too often. Instead, focus on posting valuable content that is helpful to your audience. If you post one invaluable piece of information per week, your audience will be much more engaged and appreciative than if you post six boring, useless pieces of content.
Posting, monitoring, responding to comments, and analyzing page statistics should take you no more than 10 minutes a day. If you have all your posts planned out ahead of time, you’ve just cut those 10 minutes down to 5. That’s right, only 5 minutes a day. Do you think you can do it?