As we continue our LinkedIn Marketing series, we are going to learn and simplify the use of your company page. Before you can use the company page option in LinkedIn you need a personal profile, which you can learn more about in last week’s article “LinkedIn Marketing Series: Managing Your Profile and Updates“.
The relationship you have between your business and your customers has become more important than ever. How you present your company to your prospects, clients, and partners is equally important to the development and maintain relationships. Brand marketing of your business is not about advertising tasks as much as it is about marketing process activities using engaging and informative information.
This is about showing your authority and knowledge to your customers to earn their attention. Does this take more time and energy on your part? Absolutely. You’re in this for the long haul. Besides buying ads, email lists, or hoping for a miracle is not what will pull quality people toward your company for long term success.
This is about your sharing your knowledge, your website information, industry topics and more. The reality is people tune out promotional messages in favor of useful and engaging content. By pursuing a sharing strategy you are building relationships and LinkedIn is the largest professional community to help you build these relationships.
Managing Your LinkedIn Company Page
Your LinkedIn company page helps not only LinkedIn members learn about your business. Your company page is indexed by Google and will show up in Google search results based on searches for your company name. Once you have shared information on your company page and Google learns more about the words about your company, your LinkedIn company page can show in search results for people searching for those words.
Your company page will raise brand awareness and educate potential customers on your products and services. Additionally you have the option of posting job opportunities to find employees.
Let’s get started! The below information assumes you have a personal profile and you are logged into your LinkedIn account.
- Step 1: Go To LinkedIn
Go To: LinkedIn Company Pages and click the “Get Started” button in LinkedIn.
- Step 2: Add Your Company
Enter your company name, your email address and confirm you are an authorized representative.
- Step 3: Check Your Email
Follow the instructions you receive in your email to complete your company profile information.
- Step 4: Edit Your Company Profile
The below information is for our company and shows the basic information LinkedIn is asking from you to setup your company profile. Additional information you can submit for your company page includes:
- Company Locations
- Designated Administrators (if you want your staff to help out)
- Recruiting Posters
- Company Page Image Banner
- Your Logo
- Company Specialties
- Featured Groups
Once you have completed the information you can click the “Publish” button to have your company page associated to your account and be available to everyone else. Remember, you can always come back and add more information or edit information later.
Read more from this article at Web Marketing Today’s, “Using LinkedIn Company Pages for your Local Business“.
Getting Followers To Your LinkedIn Company Page
As you get more followers to your company page you will be able to reach them each time you post a company page update. Increasing the awareness of your company will start with your inner circle of employees, followed by your vendors or partners.
Encourage your employees to add your company to their personal profile. This way they will automatically become followers and can like, comment on, and share your company updates to help virally pass the company information along to their network.
Your vendors and partners can easily go to your company page and click the yellow follow button.
The next step is to announce your company page through your website, email, newsletters, and other marketing channels to your customers. You can get your LinkedIn company page to follow button from the LinkedIn Developer Center.
Share Valuable Content Through Your LinkedIn Company Page
Let’s revisit the topic of sharing your knowledge, your website information, and industry news to start great conversations. You will achieve this by going to your company page once a day and posting a company update.
You should of course present your knowledge with a short opinion and informative content from a web address that is insightful. Be sure you are not sharing the self-serving promotion, which will not go over well in any social community. This is how you will gain engagement and help your message reach more people virally.
You can use information from your website so long as it is not self-promoting. Seek ou\t industry publication websites with news and valuable topics. Feel free to mix it up a little and share something off-topic once in a while as well.
Once you add the text copy and web address you are sharing you will see your company update look like this:
Now click the “Share” button and your company page will be updated and automatically shared with your followers.
Using Your LinkedIn Page Analytics
LinkedIn’s company page analytics have evolved over the years to provide enough insights so you can better understand how well you are performing in the LinkedIn community.
First and foremost, LinkedIn provides you how well your company updates performed including impressions, clicks interactions, and new followers you have acquired.
Additionally, the Analytic Insights include:
- Reach as it relates to the total number of times your updates were seen.
- Engagement of your updates by people you viewed them.
- Demographics of your followers
- Trends of your total Followers
- How you compare to other companies
- Unique visitors to your company page
- Visitor demographics
Bringing Your LinkedIn Company Page Efforts Together
The knowledge you will have gained from this would include:
- The importance of having and setting up a LinkedIn company page
- The need to post a daily update to your company page
- How to let more people know how you can raise the awareness of your company page
- Measuring your effectiveness is something LinkedIn provides you
Check back next week as we discuss easy advertising on LinkedIn with your company updates.
Featured image and in-article images courtesty of LinkedIn.com