LinkedIn for Business: The Ultimate Marketing Guide

LinkedIn for Business: The Ultimate Marketing Guide

How to set up a LinkedIn Company Page A Company Page helps LinkedIn members learn about your business, your brand, and job opportunities with your company. For example, the Hootsuite LinkedIn Company Page has more than 190,000 followers tuned in to the valuable and timely content we share—and that’s not including the 1.3 million people that follow CEO Ryan Holmes’ thought leadership articles. Here’s how to set up a LinkedIn Company Page for your business. Add your company Head to the LinkedIn Marketing Solutions portal for creating Company Pages and click the big blue Create a Company Page button. Before going any further, click the Go to member view button at the top right of the page to see what your Company Page looks like to others. To add team members, click the Me icon at the top of your LinkedIn Page, then choose your company page under the Manage section. To create a Showcase page, click the Me icon at the top of your LinkedIn Page, then choose your company page under the Manage section. For more details and strategies for making the most of the LinkedIn algorithm, check out our post How the LinkedIn Algorithm Works (And How to Make it Work for You). This is a good starting point when planning your publishing schedule, but what works for the average business may not work best for yours. Here’s how to access LinkedIn Analytics for your Company Page: Click the Me icon at the top of your LinkedIn Page, then choose your company page under the Manage section.

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With 562 million users, LinkedIn is all about building networks and connections. It’s not only about who you know, but about who your connections know.

That’s the real power of LinkedIn for business: the ability to tap into existing connections and grow your brand through word-of-mouth. It’s also the top-rated social network for lead generation.

If your LinkedIn marketing strategy is limited to a personal profile—especially one with an out-of-date, bare-bones resume—it’s time to up your game. You need a detailed Company Page if you want to grow your audience and drive business results.

In fact, according to insights provided to Hootsuite from LinkedIn, completed Company Pages generally receive twice as many visitors than those with incomplete pages. And organizations that post at least monthly generally gain followers six times faster than those that don’t.

Read on to learn how to create a winning LinkedIn strategy for your business.

Bonus: Download a free guide to discover four time-saving tools to help you grow your LinkedIn network faster. Includes one tool that lets you schedule a week’s worth of LinkedIn updates in just three minutes.

How to set up a LinkedIn Company Page

A Company Page helps LinkedIn members learn about your business, your brand, and job opportunities with your company. Company Pages are also a great way to establish industry expertise. For example, the Hootsuite LinkedIn Company Page has more than 190,000 followers tuned in to the valuable and timely content we share—and that’s not including the 1.3 million people that follow CEO Ryan Holmes’ thought leadership articles.

linkedin marketing

LinkedIn Company Pages used to be viewed primarily as HR landing pages for brands. Though this is still one way to use LinkedIn, the network is also becoming the perfect place to drive business results, raise brand awareness, promote career opportunities, and educate potential customers on your products and services. Rich content and compelling status updates can help to establish your brand as a leader in your industry.

Here’s how to set up a LinkedIn Company Page for your business. Note that if you don’t have an existing personal LinkedIn profile, you’ll need to set one up before creating a page for your company. If you don’t have a LinkedIn profile yet, set one up by following our detailed instructions and return to this post once you’re done.

Step 1. Add your company

Head to the LinkedIn Marketing Solutions portal for creating Company Pages and click the big blue Create a Company Page button.

linkedin for business

Enter your official company name and choose the URL that people will use to find your business on LinkedIn. You can’t change this URL later, so choose wisely. Click the box indicating that you have the right to act on behalf of your company, then click Create page.

linkedin marketing strategy

LinkedIn automatically creates the shell of your Company Page. All you have to do is start filling in the details. In the welcome pop-up box, click Get Started.

Step 2. Add a cover image and logo

Choose a cover image to capture the feel of your business. The image should be 1536 x 768 pixels.

Since LinkedIn is a professional network, your company logo takes the place of your profile picture on other social networks. Your logo also appears on your employees’ LinkedIn profiles. Use a square logo sized to 300 x 300 pixels.

Don’t skip this step! LinkedIn data shows that companies with logos get six times more traffic to their Company Pages.

Step 3. Create a company description

You have 2,000 characters to describe what your company does, and why potential followers should care. This is important text, so get your marketing and content teams involved in crafting your messaging.

The first 156 characters are especially important, as that’s what will appear in the Google preview of your company page.

Underneath your company description, you can add up to 20 company specialties. These act as tags or keywords that will help people find your business on LinkedIn, so don’t skip this detail. Make sure your company’s various products, services, and strengths are well represented here.
Not sure what you should include? Try some social listening to get a sense of what words people are already using to talk about you and your industry online. Think about this from your customers’ point of view.

linkedin marketing strategy
Step 4. Fill in your company details

Enter your business website URL. You’ll then provide your company details using several drop-down menus that indicate your industry, company size, and company type (public, non-profit, educational, and so on), and enter the year your company was founded.

You’ll also need to provide at least one location for your business.

If you already belong to some relevant LinkedIn Groups that you’d like to feature on your company page, you can enter them in the appropriate section here. Otherwise, you can leave this field blank for now.

Step 5. Publish your page

Click the Publish button and your Company Page will go live.

Before going any further, click the Go to member view button at the top right of the page to see what your Company Page looks like to others. If you’re happy with your page, great! If not, click Manage page and make any tweaks necessary to get it looking just right.

Step 6. Add page administrators

You don’t need to be in this alone. LinkedIn allows you to choose which employees can administer your page.

To add team members, click the Me icon at the top of your LinkedIn Page, then choose your company page under the Manage section.

Click Admin tools at the top right, then select Page admins. Add your team members by name. You must already be connected with them on LinkedIn to add them as page administrators.

linkedin marketing strategy

Click Save changes to finish setting up your team.

Step 7. Optimize, optimize, optimize

Now that you’ve set up your LinkedIn Company Page, it’s time to make sure it’s performing at its full potential. A few quick polishes, summarized in the video below, will ensure your Company Page follows best practices and looks as professional as possible.

How to create a LinkedIn marketing strategy

Setting up a company page is simple—but don’t let that lull you into slapping something together without a LinkedIn for business strategy to maximize your page’s benefits. Rather than simply racking up followers and connections, think about how you can use LinkedIn marketing tools to uncover new opportunities to grow.

Start by developing SMART goals. After all, you’ll never know whether you achieve your goals if you don’t take the time to set goals in the first place. LinkedIn can support businesses in many ways, so you need to determine exactly what you want to get out of your LinkedIn business efforts. Are you trying to build a network for social selling? Establish yourself as a thought leader? Recruit top talent in your…

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