5 Tips for Using the New LinkedIn Company Pages

social media how toHave you kept up with the changes at LinkedIn?

Did you know you can do more for your company on LinkedIn?

Keep reading to learn more.

What’s new with LinkedIn for businesses?

Do you want to increase your opportunities to network with customers, clients, vendors, peers, potential job candidates and even your own employees? If you’re a business of any size, you need to have a well-developed “business” presence on LinkedIn.

LinkedIn recently announced an update to company pages that can help companies and small businesses to become more engaged on the network.

Up until now, your company page existed in isolation. Now businesses can update their individual company pages to enable their followers to receive updates and insights about job opportunities, company news, employee moves and more.

Are these the only kinds of updates that companies can post to their pages? Absolutely not, and I’m going to suggest that you think about this as a brand-new opportunity to showcase your thought leadership and expanding your business!

Although it appears on the surface that the new company updates are designed to help big brands and corporations become more connected with potential candidates and employees, I believe small businesses and professional services that get creative about their company status updates and commit to being active with their company pages can also benefit from increased engagement with industry peers, prospective customers, strategic allies and potential new hires.

There are some great resources from Social Media Examiner for building a business presence on Facebook and Twitter, and both of these networks are essential for positioning your business and engaging your community. Now you can extend the reach of your business with your LinkedIn company page to grow your influence as the industry expert!

How do you take advantage of this new tool as a small business or professional services company participating on LinkedIn?

Below are 5 steps for expanding your business through LinkedIn company pages.

#1: Update/create and complete your company page

Currently there are over 2 million businesses with a LinkedIn company page, many of which are corporations looking for talent on the network.

At some point, many professionals will choose to follow numerous company pages on LinkedIn just as they do Facebook business pages, and the stream will become noisier.

Keep in mind that with these pages, LinkedIn provides you with the opportunity to integrate rich media content such as images, hyperlinked banners, links to your website and blog and videos from YouTube into your company profile. Take advantage of these benefits to make your page more attractive, engaging and interesting to your target markets!

To either create or enhance your existing LinkedIn company page, focus on the following tips: 

  • Populate your company overview page using informative descriptions about whom you serve (your ideal customer) and how you serve them. Include the key specialties of your company in the designated “specialties” area and use keywords here that will resonate with your target markets. Also be sure to pull in your blog posts by inserting your blog feed URL!
  • Build out your products and services pages on your profile. On these pages you can include an image, description, list of key features, landing page URL to your site, a link to a special promotion and you can even embed a YouTube video both on the products and services overview page as well as on each individual product/service page! Take advantage of the opportunity to integrate rich media. It will liven up your company page significantly.

    a company products/services page

    An example of a company products/services page from HubSpot.

  • Once you have completed setting up your LinkedIn company page, you will want to enable the page for status updates. You must officially designate who can update the company page within your settings. Once you’ve completed this, designated people within your company will be able to post status updates to your page.

    designated user

    Set a "designated user" for your company page.

#2: Build followers for your LinkedIn company page

Before you can really start to see any benefit from your LinkedIn company page, you’re going to have to work to get company followers just as you work to build a community of followers with your Facebook business page and Twitter profile! Otherwise, your updates won’t be visible unless someone visits your page directly and decides to share or comment on a status update.

Increasing your company followers will increase your company visibility. Your updates will be seen throughout LinkedIn and can easily be shared by your followers with their professional networks.

Building followers for your company isn’t just a one-time process. You should constantly be working to build followers for your company page on LinkedIn in order to expand your reach. It doesn’t matter if your business is big or small. Perhaps you don’t need the masses to follow your company page. You simply need to focus on gathering relevant followers as a small business or professional services company.

Below are some suggestions to quickly build your unique business community for your company page:

  • Encourage existing employees to link up with your page (existing employees can help extend your company’s reach by sharing your status updates with their connections on LinkedIn).
  • Follow the company pages of industry peers, vendors, current customers and prospective customers (many of them will reciprocate the action). Also consider following companies outside of your industry that are in your same geographic location!
  • Send an announcement to the appropriate LinkedIn personal connections. (Best practice: Always provide 2 to 3 concrete benefits for why someone should follow your page. What will they get out of it? How can it help them to be better at what they do?)
  • Consider sending that same “call to action” message to your existing database of customers and prospects, especially if many of them are on LinkedIn.
  • Post a “call to action” to follow your page within relevant LinkedIn groups.

Remember, the more relevant followers you have for your LinkedIn company page, the more opportunities you have to be visible and build influence with your target markets!

#3: Provide interesting and value-added company page updates

Although LinkedIn suggests that you post status updates to your company page about jobs and breaking news, these types of posts are all about you and your company. If you want to engage followers, make it all about them and provide interesting and value-added updates that can help them to succeed in business!

This is your opportunity to establish your company as the industry expert. Also, don’t forget to include rich media such as an image in your company updates in order to make them stand out and capture attention!

A great example of this is HubSpot.  They update their company page with valuable resources and insights that can help marketers and businesses to be more successful in their online marketing efforts. Notice how they end their status update with a question. This is a great strategy to engage your company followers.

updating a company page

An example of how HubSpot is updating their company page with business resources and insights.

#4: Engage and network with people from companies you follow

Want to get on the radar screen of a business you’d like to work with? Watch for their company updates and engage with them! Just as you can engage with individual status updates that you see on LinkedIn, you can do the same with company page updates.

Perhaps a company that you follow is looking for a qualified candidate to fill a position. Point them to several professionals in your network who might be a good fit!

Maybe a company posts something that is helpful to you in your business. Thank them for the resource publicly and share it with your connections!

By helping the companies that you care about grow their visibility, you’ll also expand your influence with the company. It’s a very simple concept that most people don’t think about. Promote and refer the companies that are important to your business by liking, sharing and commenting on their updates. These companies may also return the favor and help to promote your business on LinkedIn as well.

In order to find the right companies to follow on LinkedIn, I would suggest utilizing LinkedIn’s advanced search features to find and follow industry partners, companies in your geographic location, companies that you currently do business with, companies that you’d like to do business with and companies within your same industry (competitors and non-competitors).

company search

Filter searches to find relevant companies to follow!

Also, check out this article for more tips on using LinkedIn Company Search to expand your network.

Engaging and networking with relevant LinkedIn company pages will also help you develop and grow your personal LinkedIn network with other professionals who are engaging with these companies. You may discover other professionals who share the same business interests.

#5: Monitor and focus your efforts

LinkedIn does provide a nice “Analytics” feature to help you monitor and track visitors to your company page, but these metrics do not yet highlight how effectively you are engaging your target markets. However, on the main landing page for your company profile you will be able to see who has engaged with or commented on any of your company updates. Read more about the LinkedIn Company Page Analytics feature on the LinkedIn Blog.

insights

LinkedIn Company Page Analytics feature.

Carve out time specifically for “company” networking on LinkedIn. Update your company status frequently, check for comments and engagements on those updates to determine what’s working, and continue building followers for your page through the strategies mentioned in section #2 of this article!

Also remember to keep your LinkedIn company page fresh and interesting. Add new videos or images from time to time, run special promotions, etc.

I have found that if you focus your time with your social networking efforts, you can accomplish greater success rather than just skimming the surface.

There are several places within LinkedIn to focus on company networking. On your LinkedIn home page under “Companies,” you can view the updates from the companies that you follow.

Or you can visit “LinkedIn Companies” home page (see image below) to see the same update. I find this to be a better place for focusing, as you won’t be distracted by all of the other items on your primary LinkedIn home page. Finally, you can also visit a company page directly and engage with any of the status updates right there on the page itself.

LinkedIn Companies

Monitoring the companies you follow on the "LinkedIn Companies" home page.

Regardless of the size of your business, it’s important to invest in your LinkedIn company presence. I believe that going forward, this will be one of the very best ways to set your company apart and provide ongoing value to your customers and prospects.

Don’t forget that your LinkedIn company page will also be indexed by search engines, which can provide another positive gateway online to your business.

What do you think? Have you thought about how you might build and engage your following on LinkedIn through a company page? Leave your questions and comments in the box below.

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About the Author, Stephanie Sammons

Stephanie Sammons is the Founder and CEO of Wired Advisor, where she teaches financial advisors and business professionals how to build digital influence to win clients. Other posts by »




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  • Loboy Coolers

    This is a FANTASTIC article for businesses on how to maximize Social Media Marketing using LinkedIn Company Pages.  Very practical and valuable information! THANK YOU Stephanie!

  • http://twitter.com/N1983adnan Nouf Adnan

    This is absolutely great article.It keeps me open my mind and understand a lot of thing.
    Thank you Stephanie.

  • http://blog.flatrocktech.com Outsourcing_IT

    This is great. I was waiting for these features in Linkedin for a long time. Thank you.

  • http://www.chicwriter.com/ Shevonne

    This has motivated to update my non-profit’s LinkedIn page. Thanks!

  • http://www.stephaniesammons.com/ Stephanie Sammons

    Thanks so much glad it was helpful!

  • http://www.global-lingo.com/ Global Lingo

    Thanks for this great post. I’ve updated my company pages now using your advice. It’s just a shame that LinkedIn haven’t communicated this very well themselves.

  • http://www.bluebanana.co.nz Linda Coles @ Blue Banana 20

    Thanks Stephanie, great as always!

  • http://www.madalynsklar.com/ Madalyn Sklar

    Love your tips Stephanie! I was working at the LinkedIn booth at the Texas Conference for Women yesterday and showed people how to use Company Pages. It’s a great feature! Your article is wonderful. I’ll be passing it along.

  • http://www.stephaniesammons.com/ Stephanie Sammons

    Thanks Linda and thank you Madalyn! Appreciate it.

  • http://learnit2earnitwithlynn.com Lynn Brown

    I agree Stephanie, the Linkedin company pages are another great way to bring more visibility to your business.  These tips are clear and easy to follow.  I have added my company page and need to start asking for followers. Thanks again for sharing some ideas, suggestions and ways to achieve an effective Linkedin company page.  Great job!

  • http://www.dmic.asia Dr Mathew McDougall

    Thanks for the post. I have been using the company pages to promote DIgital Jungle (http://www.linkedin.com/company/1815050) from a while now. 

    I still find them quite limiting and think much more is needed to make these functional beyond an one dimensional ’group page’. 

    Specifically, the statistics are only updated on the 1st of the month so any modifications being made for promoting the page take a while to be validated depended on where you are in the month. I suggest at lest daily stat updates.

    Another grip is the inability to display more than one location map- should be able to do more with this.

    Anyway, I would suggest every business have a company page but would say that this area is behind some other social networking platforms in terms of functionality…. looking forward to seeing this area evolve.

    Cheers
    Matt

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  • http://www.stephaniesammons.com/ Stephanie Sammons

    Thanks Lynn! Glad you found the article to be helpful.

  • http://www.stephaniesammons.com/ Stephanie Sammons

    Hi Matt, I agree that there are still some limitations but I fully expect these pages to evolve into something bigger than what we see today! Great job on getting yours up and running!

  • http://www.stephaniesammons.com/ Stephanie Sammons

    Thanks again Madalyn for sharing the article! I love your work. You do a great job for your community!

  • Moin Shaikh

    I want to create company page for my company on linked in, i had tried it a bit earlier but did not find any sign up link for company pages, however i was able to register as a profile but i didn’t want that i want a company page. Can you please guide me on this?

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  • http://www.best-web-hosting-companies.com/ Kavya Hari

    This is one of the great article to know about Linked in companies article on here. Its really great to know about this information on here :)

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  • http://aremorch.com/ Are Morch

    Hi Stephanie.

    I really enjoy LinkedIn Company Pages.

    Some great tips here to add some additional value for my LinkedIn Page. Reminds I need to add this tips in my cross-marketing project that I work on.

    LinkedIn is for me really a valuable network. A must for me to keep track of the great LinkedIn info that you guys share with us here on SocialMediaExaminer.com

    Cheers..

    Are Morch
    Hotel Blogger

  • http://www.ema22.com/ykigbo Bernard

    Very good post. Thanks !

  • Jack Kau

    Hi,

    Thanks for sharing this with me as I believe in these great inprovements that is of great importance for my company

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  • http://twitter.com/GispertMarta Marta Gispert

    Thanks 4 sharing Steopanie!!

  • Dave Polsky

    Dave Polsky Tire and Auto Centers

    Found your article ” 5 Tips for Using the LinkedIn Company Pages” to be bothninteresting and helpful. Always nice to read something that opens your mind to some new schools of thought. Thanks again, I really enjoyed it. David Polsky

  • Adam Hoeksema

    If we only have time to develop and update either a Google+ Page or a LinkedIn Company Page what should we do?  I have been working hard to develop my Google+ Page - https://plus.google.com/u/0/b/102265827760405171707/102265827760405171707/posts

    And now there are LinkedIn Pages… Too much to keep track of. 

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  • http://www.i95dev.com/ecommerce-magento Henry Louis

    The way that you have explained about how to use the new LinkedIn company pages is very interesting. I hope these tips are very helpful to me. Thanks for sharing.

  • http://svn.com/executive-bios/diane-danielson/ Diane Danielson

    Hi Adam – When it comes to picking a social media platform around which to focus your efforts, you should consider where your target market “hangs out.” For most traditional B2B companies, that is likely LinkedIn, making it worth the effort.

    Diane

  • http://svn.com/executive-bios/diane-danielson/ Diane Danielson

    With regard to SEO, I believe it has been resolved that LinkedIn is now a “no-follow” link site? I’m assuming this is the same for the LinkedIn company pages.  Just wondered if someone can confirm this.  Thanks.

  • Terri Pattio

    I thoroughly enjoyed reading this informative post. I’m looking forward to reading more from you. It was very detailed and easy to understand your points you made.

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  • http://rjnselection.co.uk Richard

    i use linkedin almost daily but as a sole trader have been focusing on my personal brand rather than my company brand, this article has certainly made me think again

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  • http://www.searchengineoptimisationworks.com.au/seo-australia/seo-melbourne/ Kto

    I am still dumbfounded about the “old schoolers” who won’t adopt a social media strategy and still at the very least won’t use linkedin. A heavy discussion on the weekend with said “old schoolers” – namely my father, will not update his profile or create one for his law firm. Crazy yes.

    I am proof of the pudding – I got this job through linkedin. I keep up to date with people through linkedin and can happily reject facebook friends in favour of a linkedin profile.

  • http://www.searchengineoptimisationworks.com.au/seo-australia/seo-melbourne/ Kto

    I agree Dianne – as a relative newbie to the SEO game, I find linkedin a much easier and more commonly used social media platform. Perhaps that will change in the future. Maybe the invitation only intro to google plus slowed down the momentum?

  • http://lawrencebergfeld.wordpress.com/ Lawrence Bergfeld

    That is brilliant, we have to apply all that and do whatever it takes to fit it into our schedule!

    Lawrence Bergfeld

  • http://www.blackbeardesign.com Joel Black

    Great information on the company pages.  I am going to take a look at mine again to see if I can put some of this in practice.

  • Sophia

    Very helpful information about company pages. It’s really cool that
    linkedin already added this feature. this  will help companies gain more
    exposure.

  • Brennan

    Is it possible for a company to follow another company?

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  • enrico cerrato

    Great post Stephanie, thanks.
    In my experience I fund LinkedIn be particularly usefull to improve SEO, giving small brands the opportunity to come right on top of google search, something that was just highly unlikely before social networking.
    Please, keep up with the great job you are doing, we will keep sharing your content.
    Ciao

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  • http://twitter.com/bizwizuk bizwizuk

    Very interesting thank you so much!

  • Udaymahuli

    its fantastic idea we will make use of this ,surely.

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  • http://twitter.com/amsall Amadou M. Sall

    Awesome post, Stephanie. To me this comes as a reminder that there are lots of of things I could – and should – be doing on Linkedin, but am not doing! Thanks a lot for your great work :-)

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  • http://www.facebook.com/constructora.rischmoller Constructora Rischmöller

    Thanks for the tips and heads up.  Here in Peru we are still a little behind the times on social media, QR codes and even Google is trying to establish itself here!  It is very much how I imagine the US was like 10 years ago with these types of things.  LinkedIn still hasn’t quite caught on and the few people who use it tend to still be with the big corporations.  I hope that we will be able to utilize this media here in Peru sooner rather than later because I would implement some of your great tips!  For now, we are just working on Facebook and getting people to see the value of this for business.

    http://www.facebook.com/rischmoller
    http://www.inmobiliaria-rischmoller.com  

  • http://www.tshirt-factory.com oana

    Thank you for you article, so insightful and really convinced to make a linkedin account for my company, although it is a small one. I’ll be using all your tips. Great job!

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  • Boomer

    Stephanie – you mention in the article to “Follow the company pages of industry peers, vendors, current customers and prospective customers”.  Do you mean as an individual or as a company? I was envisioning this as Facebook’s “Act As” feature where I could follow company pages as a company. However, this feature does not seem to be available…

  • http://www.contentmarketing.dk/ Joakim Ditlev

    Nice guide, Stephanie. Now that extended company profiles have been around for some weeks, did you come across any great examples worth sharing? Would love some inspiration.

  • Craig

    Hi Stephanie, great article. One question- Is it possible to create a page for my company and go back to it and work on it before I launch it and make it visible? I was unable to do this on FB and wondered if linkedin company profiile was the same.
    Thanks
    Craig

  • http://www.webfluenz.com/ Aditi

    Thank you for sharing this article Stephanie, I found it extremely helpful. Although, I am struggling with one thing, as an administrator of a page when I try replying to comments, they are posted as comments from my personal account and not from the company page. Unlike Facebook, which allows you to post comments, wall posts and much more even via its ‘pages’, I found this feature missing in LinkedIn page.

    I invite you to check out our page at http://www.linkedin.com/company/webfluenz-intelsys-pvt-ltd

    Thanks,
    Aditi

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  • http://www.convert-youtube-to-mp3.com/ Meaghan Drina

    Hello! I realize this is kind of off-topic however I needed to ask. Does operating a well-established website like yours require a massive amount work? I am completely new to blogging but I do write in my diary every day. I’d like to start a blog so I will be able to share my experience and feelings online. Please let me know if you have any kind of suggestions or tips for new aspiring blog owners. Appreciate it!

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  • http://www.cheappromotionalmugs.co.uk/ Photo Mugs

    Thank you for you post, so informative and really assured to create a linkedin consideration for my organization, although it is a little one. I’ll be using all your guidelines. Excellent job!

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  • http://bippermedia.com/ Bipper Media

    uh… wow… I must be living in a hole or something – I didn’t even realize LinkedIn had company pages!  Thanks for the info – great article as always.  

    So with LinkedIn pages, is it more like a Facebook Fan Page?  Send updates to followers / fans?

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  • mathew Ines

    This Blog is nice , informative and very useful. I realy impressed by author. Thanks a lot.

  • http://www.michaelbmaine.com Michael Maine

    This is a solid article on how to maximize LinkedIn. As with any tool and/or medium, it’s important to best understand how to best make use of that specific platform. 

  • http://www.besplatansport.com/ Sportovi

    Great article!

  • http://AmyHall.biz/ Amy

     Except that the very best SEO tool in Social Media is Google+. If you’re using your website/blog as the hub for your social media (a way to get traffic to your website) then Google+ is a much superior product to LinkedIn and every other social media asset out there. So it doesn’t matter where your ‘market’ hangs out, Google + will help them find you via the search engines.

    If you’re using LinkedIn as a networking tool and receiving leads directly from LinkedIn. Then concentrate on LinkedIn and by no means add an additional social media asset. It will dilute your efforts and you’ll actually receive fewer leads.

    It’s all in how you have build your system for leads … do they come from your website or directly from social media?

  • Winnie

    Hi Stephanie, I’m also looking for the clarifications on how to follow other company pages from my own company page. Please advise. Thanks.

  • http://racecargames.us/ RCG

    I liked the article, especially about LinkedIn Labs, most people are unaware of it. The only section I disagreed with is #5. Your headline should be a (U)nique (V)alue (P)roposition, about how you can add value or solve a company’s problem. You should never put looking, seeking, or searching for opportunities in your headline. THAT is your problem, it is not a solution for a company. The word “seasoned” to a recruiter screams OLD (person) school. If you leave the current listing empty it will make your profile incomplete. The main search algorithm on LinkedIn is a 100% complete profile. At 90% complete without a current job title your profile may not show up in recruiter searches. As a current job title you can always be a Marketing Manager at Independent Contractor, Self Employed, Contract Marketing Manager, or Marketing Consultant. Just a few thoughts.

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  • http://www.missrbit.com/ Radhika

    This is a really good post. I have only just started setting up a LinkedIn page for our company and have gained some valuable insights into best practices and how to maximise our profile. Thank you!

    I was just wondering if there were any ways to optimise the page in terms of keywords, for better SERP rankings? We would like the company profile to show up on search results if someone searches for our company. Are there any best practices for this? 

  • http://www.missrbit.com/ Radhika

    Hi Moin. To set up a company page, you must first have a personal profile. Go to this link to start setting up - 
    http://www.linkedin.com/company/add/show. There is also a learning center on LinkedIn to help you get started. I found this very useful - 
    http://learn.linkedin.com/company-pages/

    Hope that helps!

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  • Sean Hisaka

    The analytics is a nice addition for small businesses that might not have the budget to include Google Analytics or other programs of that nature. It’s also incredibly simple to navigate, so a quick assessment of performance can be done without deviating from larger tasks.

  • http://www.eyeofriyadh.com/ Riyadh

    Hi Stephanie, Thanks for sharing such a informative and helpful article. As we know that LinkedIn has been started a new feature of Adding product or services Slideshow and Header picutre just like Facebook. Please share some ideas about that. Thank You!

  • http://twitter.com/Hugh_Sheehy Hugh Sheehy

    Thanks Stephanie. I’ve got a question. I originally set up my company as a “profile” within Linked in, just like a normal person would. Is there any way to link this presence with the new company page that Linked-in provides or make them into one?

  • Keith Kimble

    Stephanie, Thanks for all the great information. I am launching my companies LinkedIn page and your article could not be better timed.

  • http://www.auminfotech.co.in/ Aum InfoTech

    Stephanie,
    Really you did a good job. LinkedIn is the one of famous profession website. This article is really amazing.

    Thanks







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