The Power of LinkedIn Company Pages: A Guide to Creating and Optimizing Your Profile

LinkedIn might not be the trendiest global social media platform, but it’s now a must-have, if you are in any business. Irrespective of the fact that its neither the largest network or the one providing maximum reach, it has grown in popularity as the most trusted social media platform. LinkedIn can be a significant tool for B2B and B2C digital marketing brand development and lead generation.

Moris Media, a global PR Boutique and Digital Marketing agency, has been acknowledged for helping startups and businesses across industries gain efficient traction by optimising their LinkedIn presence. Our Digital Doctors acknowledge the importance of creating an outstanding LinkedIn Company Page and provides you a step-by-step guide to maximize your reach, establish your authority, increase sales, and perhaps even recruit your next superstar employee.

But let’s address the primary question first, why does your company need to have a Corporate Page on the LinkedIn platform? With close to 60 million companies competing to capture the attention of 750 million active users, LinkedIn is the best place to be for businesses.

Creating a well-optimised Company page provides you with a tremendous opportunity to highlight your brand as a ‘Thought Leader’ in the industry, in addition to providing numerous additional benefits, including:

Lead generation: Brand or product exposure on LinkedIn can boost purchase intent almost 1.5 times. Decision makers are frequenting the LinkedIn platform the most, therefore this provides you with the perfect opportunity to reach out to them.

Recruitment: Every minute, three individuals are employed through LinkedIn. This is the place to be and be seen if you're looking for the best talents available.

Publicity: This is that additional platform where you can be officially connected by media channels and even potential clientele that want to know the new offerings you are coming out with.

Discoverability: Creating a LinkedIn page and connecting it with your company website provides tremendous benefits to your SEO process.

Moris Media’s Digital Doctors provide you with eight suggestions for creating an effective LinkedIn Company Page:

1. Start with an eye-catching profile image and banner:

People browsing for your company on LinkedIn will see your profile image first, so create a positive impression. Company Pages with images receive six times as many visitors as those without.  Choosing an ideal profile image is simple – all you need to do is resize your company logo to meet the platform's specifications.

There are no hard-and-fast rules for how to use the profile banner above your company logo, therefore you have sufficient space to exhibit some creativity.

 2. The “About Us” section needs to be Engaging with pertinent Keywords:

Carefully chosen images can captivate a prospect, but only words can draw them in. If your Company Page comes with an “About-Us” section that has been effectively optimised, that provides visitors with all the information they need about your company. However, limit the paragraph to 2,000 characters and utilize simple, comprehensible language informed by keyword research to delineate your business's objectives so that everyone is able to understand what you communicate.

Make sure that the About Us section addresses some specific queries including who you are, where you are operating from, the benefits your provide, the principles on which you operate, your brand tonality and how perspective clientele can connect with you.

There is no ideal method to write an About Us section, but it should always reflect your brand's voice and mission. You may also peep in to some of your competitor pages to draw some inspiration.

3. Frequent Postings is Mandatory:

Companies that post every week on LinkedIn secure a twofold increase in engagement, so update your page frequently. With a variety of post options available to LinkedIn users, including articles, images, videos, and documents, you have numerous opportunities to keep your target audience entertained and informed.

Articles: The uniqueness of LinkedIn comes from allowing you to post long-form content; therefore, this is your opportunity to express yourself. However, take care to restrict your content to less than 1,000 words for optimised impressions. With embedded images, page linking and more, the experience for the viewer is similar to reading a blog post.

Images: Statistics reveal that images double the number of comments on your posts and the same increases even further when you use a collage of 3-4 images.

Videos: While Videos on LinkedIn get 5x engagement compared to static content, Live Video scales up this engagement twenty four times.

PowerPoints and PDFs: Upload documents and presentation decks that demonstrate your brand's essence or to introduce thought leadership concepts.

Feature employees: Greet new team members and highlight achievements of the existing team. It is a fantastic method to humanize your brand and demonstrate your company's culture.

Furthermore, aim for the utmost impact with your posts by posting at the optimal time. Utilizing scheduling tools, you can make advanced planning to have an organised social media calendar.

4. Increase your audience:

There are multiple ways to attract an audience to your LinkedIn page, including organic growth, paid promoting, and advertisements.

Invite your connections: You can invite any of your first-degree connections to follow your company page.

Target the posts: Set the goal so that Page posts can reach your desired audience. Choose a specific region, language, company size, or industry, among other targeting parameters, and LinkedIn will deliver your content to the appropriate individuals.

Paid Promotions: You can also promote your Page or individual posts directly from your Company Page to extend their reach.

Hashtags: Have at least 3 hashtags that need to included in your page that gets included in the tag feeds. This provides the opportunity to respond to and remark on industry-related topics enabling your brand to reach a larger audience.

Take every opportunity to promote your page: Do this on your company's website, across all of your social media channels, in your email signature and more. Essentially, once your Company Page is live, you should announce it from every avenue available.

5. Have a Career Page:

LinkedIn states that good candidates will have almost twice the chance of applying for jobs in your company if they get to know you better on this platform. Though this is a paid feature, LinkedIn Career Profiles prove excellent to boost your recruitment efforts by highlighting your company's culture.

6. A Product Page is a must:

Product Pages provide you the chance to promote about a particular product or service offering, within the safe realms of your Company page. Here, you can provide a summary of your product's benefits, share images and videos, post community reviews and spotlight your current clientele to motivate new prospects.

7. Stay in touch with LinkedIn algorithms:

Similar to other social media platforms, LinkedIn's algorithm is continuously modified to provide its users with increasingly engaging content. Ensure you are up-to-date on its most recent secret recipe for success so you don't miss out on any opportunities for a boost.

LinkedIn always rewards early adopters of new trends with a small algorithmic boost; therefore, keep an eye out for new launches that will place you ahead of the pack.

8. Host Virtual Events:

Livestreaming events is an excellent way to create communities and attract targeted clientele to your company page. LinkedIn provides you with multiple tools to promote virtual events allowing you to create event landing pages that have call-to-action icons and banners, which can optimise your promotion. Through the Livestream conversation, it is simple to interact with viewers. Post the event, you can also share highlights via the video tab on the Company Page.

Are you prepared to move forward to create an incredible experience through a Company Page on the LinkedIn platform? Explore the comprehensive LinkedIn Management Services offered by Moris Media and get on with the business of promoting what you to do in the most effective manner.