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social media how toDo you use LinkedIn to market your business?

Interested in setting up a company page?

LinkedIn company pages help build brand awareness by providing a channel to promote your products and services to customers and prospects.

In this article you’ll find out how to create a LinkedIn company page to promote your business.

create linkedin company page to promote business

Discover how to create a LinkedIn Company Page to promote your business.

#1: Fill in Company Details

To get started, go to Interests at the top of your LinkedIn homepage and select Companies from the drop-down menu.

Listen to this article:

interests dropdown menu

To get started, choose Interests & Companies from the homepage.

Click the Create button in the Create a Company Page box on the right of the screen.

create company page feature

Click the Create button to set up your page.

Enter your company’s official name and your work email address.

adding company page details

Fill in your company name and your work email address.

Click Continue and then enter your company information.

This is where you can type in an overview and detailed description of your company. Be sure to mention specialties, key products and services and include a sentence or two about what makes your company unique.

#2: Upload a Logo and Banner Image

A LinkedIn company page is essentially a piece of real estate for your brand, so make the most of it. Upload your company logo and a banner image to make your page stand out.

Your logo is what LinkedIn users see when they search for your company. It also appears on staff profiles, so make sure that all of your employees add the company page to their profiles to reach a wider audience of LinkedIn users.

Resize your logo to the standard logo dimensions of 100 x 60 pixels before uploading it. Also upload a logo that’s 50 x 50 pixels. This square logo will appear in status updates in followers’ feeds, as shown here.

update with square adobe logo

Upload a square logo that will appear in status updates.

Next, create an eye-catching background image and feature key messaging on your page. You can choose from lots of great free graphic design tools to design a professional, branded banner image.

If you use Canva, click the Use Custom Dimensions option on the dashboard and set the template to 646 x 220 pixels to fit the banner requirements for company pages.

canva linkedin banner template

Use a graphic design tool to create a background image for your page.

If you need some inspiration for your company banner image, here are a few suggestions:

  • Feature a key campaign line or brand message.
staples company page banner

Display a brand message on your banner image.

  • Welcome visitors to your page by throwing open the doors to your workplace.
home depot company page banner

Use your banner image to invite visitors into your workplace.

  • Feature a picture of a happy customer using your product.
hewlett packard company page banner

Show a satisfied customer using your product.

#3: Post Company Updates

Now it’s time to create some quality content and plan a schedule of updates that your audience will find interesting and helpful.

Tailor Content to Your Audience’s Needs and Interests

Think of your company page as a discussion forum rather than an advertising platform. While you can (and should) post company news, this isn’t a direct sales channel. It’s a place for industry talk and thought-leadership content.

Your key objective is engagement, so post helpful tips, advice and resources related to your industry. If you solve a problem for users, or make their jobs easier in some way, they’ll be more likely to share your content with their peers.

On Staples’ company page, they offer business advice on a wide range of topics, from managing sensitive documents to optimizing your small business website. Rather than focusing on products and services, their content is geared towards helping their target audience.

staples update

Keep your audience in mind when choosing what content to post.

Find the Best Times to Post

LinkedIn doesn’t require the same level of activity as some of the other social channels, so don’t overload your followers’ feeds with updates from your company page. Post one update per day to start.

It’s best to post on LinkedIn on weekdays during business hours. Tuesday, Wednesday and Thursday are the best days to post. The best times tend to be early in the morning between 7 and 8 am, and towards the end of the workday between 5 and 6 pm.

AddThis analyzed data from 14 million users and determined that content posted on Tuesday between 10 and 11 am gets the most clicks and shares on LinkedIn.

Keep in mind that you can save a lot of time by scheduling your updates in advance. There are a number of free tools you can use for scheduling, including Hootsuite and Buffer.

Keep Tabs on Your LinkedIn Analytics

While following best practices is a great place to start, it’s important to review the performance of your company page updates and adjust your content as needed. Use your LinkedIn company page analytics to find out which updates are getting the most impressions and driving the most engagement.

linkedin company page analytics

Review your company page analytics to find out which updates get the most engagement.

#4: Promote Your Page to Attract Followers

Once you’ve created your new company page, there are several ways you can promote your page to gain new followers:

  • Mobilize the people in your office. Encourage employees to add the company to their personal profiles. This way, they’ll receive company updates and be able to share them with the click of a button.
  • Add a link to your page in your email signature and promote your page in newsletters and blogs.
  • Add LinkedIn’s nifty Follow Company button to your website to encourage more followers.

#5: Create Showcase Pages for Individual Products

LinkedIn showcase pages are an extension of your company page and can be used to highlight certain brands or product lines. They allow you to customize your messages for different segments of your audience. LinkedIn users can follow showcase pages for topics or products that they’re interested in. This means that the content they see in their news feeds will be more focused and relevant to them, which is likely to result in higher engagement.

The HP company page links to a number of showcase pages, including this one for HP Software.

hp showcase page on linkedin placeit image

Showcase pages allow you to customize your content for different audience segments. Image: Placeit.

Over to You

Now you have all of the information you need to jump in and create a LinkedIn company page for your business.

What do you think? Have you created a company page? Do you have any questions about setting up a page? Please share your thoughts in the comments below.

HP Software Showcase page image created with Placeit.
how to improve your linkedin company page to improve business

Tips for improving your LinkedIn Company Page to improve your business.

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  • I agree with your points. I think those are all valid. LinkedIn is still strangely underrated in social media.. they have a great effect and they still don’t get the recognition other social networkng sites have. Thanks. Good read!

  • Digitise This

    I know what you mean! Hopefully these tips will encourage more businesses to develop a LinkedIn strategy if they haven’t already. Glad you enjoyed the article and thanks for the comment!

  • Chris Britton

    How are people using LinkedIn to post news in long form? I find the character limit of 598 is far too low for the new we would like to push out, and long form posting isn’t allowed for company pages – advice welcome!

  • Koos Greeff

    What does it cost to put up a company page on in ?

  • how effective are company pages driving traffic or engagement compared to personal profiles? In my experience the former is comparatively useless. LinkedIn seems a primarily personal experience.

    Love to hear experiences (with data) that suggest otherwise.

  • It’s free to put up a company page on LinkedIn if you do it yourself. Otherwise it costs what you pay someone to help you and for any images you have designed.

  • Digitise This

    Hi Chris! Great question. You could offer your company page followers a snippet of the news and encourage them to click through to full news article on your website. Focus on making the most of the character limit with short, compelling headlines and an engaging image which will help to entice people to click through. LinkedIn also allows you to post PDFs if you really want to house the content within LinkedIn. You could also post a link to a Slideshare presentation. Hope that helps!

  • Digitise This

    As CoachLaura says, it’s completely free. Get started by following the steps above and let me know if you get stuck and I’ll try and help!

  • Chris Britton

    I pushed the PDF route yesterday, it looks like a great feature for us. More research needed to get the most out of LinkedIn, thanks for your response!

  • Digitise This

    Great stuff! No problem. Best of luck with it!

  • Leah Archual

    Good points for LinkedIn Basics 101. Would love to hear about different strategies companies are taking on LinkedIn whether they are product or service. Does anyone have any good articles about on that?

  • Good point. But, you have to have good number of followers to your company in order to get what you really what!

  • simonseziam

    Have LinkedIn changed the ability to add a banner image (“Hero” image as they call it)? Our company’s image has disappeared and when a new one is uploaded it still does not appear. Though I see that the pages used as an example : Hootsuite, Home Depot etc still have them :S

  • Digitise This

    A high number of followers is a powerful asset yes, but if you are posting relevant, engaging content on LinkedIn and promoting that content elsewhere too, your follower base will increase organically. Add a link to your LinkedIn company page from your email signature or try LinkedIn advertising options to reach specific target groups.

  • Digitise This

    I’ve just refreshed my LinkedIn Company page ‘Hero’ image to double check and it’s still there and displaying correctly. If you are the Company Page manager you will need to scroll down to see it as the first thing managers see is a call to action to ‘share an update’. Hope that helps and good luck!

  • Niki Hayward

    Im having issues with the company page for my logo – it will only allow me to upload a 300px x 300px? My logo is rectangular in size so on my profile my logo appears tiny:( Can you help?

  • Irina

    Hello everybody. I have a small question for you and I would appreciate if you can answer.

    I created a company page using my own linkedin profile. Now, for some reasons I need to close my linkedin account. If I close it, my company page will be closed too? Thank you!

  • Cecile Kiley

    Thank you for your excellent article. Please could you explain to me how I as a writer am able to create a corporate LinkedIn profile for a client who already has a personal profile? Would I need access to his passwords to create it, or is there a way for a third party to do this without the client giving their confidential passwords to the writer?

  • Michelle D Middleton

    I tried adding a Company Page, and Linkedin won’t allow my Gmail email domain, so I was not able to set it up. Really frustrating.