social media how toDo you use LinkedIn for business?

Do you have a LinkedIn company page?

In this article, I’ll show you how to get the most from your LinkedIn company page, in five easy steps.

Why a LinkedIn Company Page?

The benefits of a well-oiled LinkedIn company page include engaging followers with company news, updates, events and relevant content.

There’s also the improved search engine rankings as LinkedIn pages often perform well in company searches.  And let’s not forget lead generation opportunities from your content marketing.

In fact, research shows that 50% of LinkedIn members are more likely to purchase from companies when they engage with them on LinkedIn.

Here’s how to make your LinkedIn company page work for you:

#1: Optimize Your LinkedIn Page

Showcase what your business has to offer. Smart marketers who build out their products and services page tend to attract twice as many company followers than those who don’t.

Use this page to tell members what you do best and give them compelling reasons to follow you.

Remember that you can link to just about anything from your products and services page, including your latest and greatest white papers, case studies or how-to content.

You’ll best attract customers when you turn your products, services or anything else relevant to your business into focal points. Here are just a few examples of what to feature prominently:

  • Products: The software you sell or the apps you’ve built
  • Services: A list of your résumé writing services or your tax consulting brochure
  • Other: Webinars you host or your company’s white papers or ebooks
    hubspot products

    Use the products and services page to raise awareness of your brand, promote career opportunities and educate potential customers on your products and services.

Company pages are also very SEO-friendly. Google previews up to 156 characters of your page’s text. Be sure to edit your description so that it leads with powerful, keyword-rich sentences. Plus, members can search for companies by keyword on LinkedIn, so include words and phrases that describe your business, expertise and industry focus.

Finally, remember to include your company contact information, descriptions of offerings and your areas of expertise. Your primary attributes can also function as keyword tags.

Once you’ve done that, ask your customers to recommend the products and services they favor. Authentic advocacy equals credible endorsement!

#2: Engage Your Audience

With LinkedIn company pages, you can now like and share content as a company. Before, you could only do so as an individual. This is a big change, so use it to engage other members!

For example, your company page admins can like and respond to member comments that are made in response to something you post on your company page. Consider sharing your customers’ and prospects’ content—from their corporate blogs, product updates and company posts—to get these kinds of interactions going. And don’t forget content from their employees! You’ll develop trust with buyers while developing a more professional corporate brand identity.

Hands down, content that’s customized to your followers’ and customers’ professional interests resonates the most.

With LinkedIn’s targeted updates, you can easily tailor your message to your audience. For example, when you create an update, you can choose to share it with “all followers” or to a “targeted audience.”

Choose the latter to send your update to a subset of followers based on geography, industry, company size or level of seniority. Just as with any social network, LinkedIn is a community where targeted engagement is essential for success.

targeted company update

Company updates allow your administrators to directly engage with viewers and followers of your company page. You can post and share items like company news, promotions, relevant industry articles and YouTube videos.

When you update from your company page, use these two essential tips for creating compelling content:

  • Think like a journalist. Don’t bury the lead! Concise intros and snappy headlines are more likely to result in higher engagement than long, dry copy. You have only moments to show your audience why they should care, so being succinct is crucial. Grab your readers’ attention right away by starting your update with your most important thought.
  • Make your content valuable and “snackable.” Develop quality content that is quick to consume, so members will want to share it with their connections and networks. In fact, our data shows that the most successful updates include a picture, chart, video or link to an article. When you do not have a link or image to include, engage your audience by asking a question.

Lastly, keep in mind that professionals will check your updates on multiple devices.

#3: Attract More Followers

The more the merrier on the social merry-go-round. Here are some simple, effective strategies for attracting more followers with your company updates:

  • Engage your colleagues. Employees are 70% more likely to engage with your company updates, so don’t forget to ask them to do it! Initiate communication and make it easy for them to respond.
  • Cultivate a larger following with a multi-channel approach. Encourage your teammates to add a link to your company page in their email signatures. If needed, ask your designer for help creating a customized banner or button.
  • Add a Follow button to your website. Your web team can pull code for a Follow button from to add to your blog or website. This lets LinkedIn members follow your company with a single click.
    follow button

    Add a Follow button to your website, making it easy to grow your LinkedIn company page follower base.

#4: Follow the 4-1-1 Rule

The 4-1-1 Rule was coined by Tippingpoint Labs and Joe Pulizzi of the Content Marketing Institute. The rule states:

“For every one self-serving tweet, you should retweet one relevant tweet and most importantly share four pieces of relevant content written by others.”

4 1 1 rule

Consistent posting: Create an editorial calendar of updates within your company, and highlight relevant third-party material. Then share it with company followers. Image Source: Tippingpoint Labs.

Apply this simple rule to your activity on your LinkedIn company page, and you’ve struck gold. You’ll authentically engage in conversations, build awareness and interact with LinkedIn members without giving the impression that you’re a self-centered know-it-all.

For marketers, the 4-1-1 Rule is particularly useful when applied to building relationships with prospective customers. This kind of trust hinges on your ability to foster an informative dialogue regularly. It also keeps you at the front of prospects’ minds as they move through the buying phase.

As Jay Baer says, “Sell something, get a customer for a day. Help someone, get a customer for life.”

#5: Analyze for the Prize

Company page administrators have access to LinkedIn Analytics that help them better engage with their followers and monitor their success. There is a goldmine of insights available to help you focus and refine your strategy, including:

  • Engagement % — Engagement = interactions + clicks + followers acquired. In other words, this metric answers the question, “Of those who’ve seen my update, how many are truly engaging with it?” Look at updates with higher engagement rates, and note the type of content, people targeted, date and time. Then you’ll know how to optimize future content around what’s proven to work.
  • Demographics — From seniority and industry to company size and function, demographics give you a snapshot of your followers. With this information, you can tailor the type of content you share on your company page, as well as the tone in which it’s delivered. Demographics will also help you determine segments to target with targeted status updates.
  • How You Compare — Knowing how your company page compares to your competitors’ pages is a great way to determine whether you should change your strategy.

Watch this video to learn more about the new LinkedIn company page analytics.

Bonus Tip

Host a company “Lunch & Learn” to evangelize the power of company updates, and share tips and tricks with your team. This can have a significant impact on your company page’s overall reach.

Consider third-party apps like GaggleAMP and Addvocate to show employees which updates are most important for your company and are pre-approved for sharing.

Over to You

What do you think? Are you using LinkedIn’s company pages to connect your business with the professionals you most want to reach? How do you update your followers on company news, products and services and job openings? Leave your questions and comments in the box below.

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  • Great tips Jason. HubSpot is a great example.

    Love the 4-1-1 rule. Remember 4 years back when my previous company started being more “social” and had little success as it was always the “me” wondering why it didn’t work.

    Great Post! Have an amazing rest of the week – Mike

  • Hi Jason.

    Agreed with Mike in comments. The 4-1-1 rule rocks big time. Give freely receive easily. Call it karma or sowing and reaping. Promote others freely and a fair number will return the kind act.

    This is how to expand your network quickly. Help others and people will help you in return. Sow and reap, right?

    The other tips are spot on too. Engaging helps your LinkedIn friends get to know, like and trust you, since you will be using social media sites like a 2 way street. People appreciate this and will tend to perk up when someone actually listens and responds on LI.

    Thanks for sharing Jason, wonderful post.


  • Agreed Mike well said…that 4-1-1 rule will do wonders for your social marketing efforts.

  • Hi Jason! Yes, the key is knowing the right function of each platform for
    your business. The new option that allows you to “like and share” as a
    company page is great, and I can see the potential to really level up
    your connection with your members through this. Thank you for these

  • Great post, Jason. I do think LinkedIn company pages are sometimes underutilized. I love the 4-1-1 rule (or 70-30, 80-20, whichever you go by) for any social channel, and engaging employees within the company is huge. Getting the team on board as brand ambassadors makes your job so much easier!

  • Thank you Jason for this awesome article about LinkedIn marketing through company page. Bonus tip is really great tip for me.

  • Thanks for the comment Mike! Glad you found that helpful.

  • Kali

    Very helpful tips. I found myself reading the part about demographics and realizing that for my company, I create LI company page posts around who I *want* our followers to be, instead of who they actually are, according to our present stats. Need to strike a balance.

  • AmandahBlackwell

    Thank you for these tips. What do you recommend for nonprofits?

  • Thanks for the comment Ryan. I like the way you think my friend : )

  • Thanks for the comment. I always recommend laying a solid foundation and I think this is the next step.

  • Thanks for the comment Sarah! I am a huge fan of Sprout by the way. You guys are doing great things over there.

  • Thanks for the comment. Glad you found it helpful!

  • Exactly! Nicely done. Thanks for the comment.

  • Thanks, Jason! So nice to hear that.

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  • TBI

    The linked in follow button for a company does not seem to work – all I get is a blank space on the website – anyone else having this problem?

  • @94d3651820e552aca6d1a1fa7621154a:disqus, where are you sharing it at? It’s possible that other scripts on your site are blocking it.

  • TBI

    Possibly – but I don’t even get a preview of it on the LI page – so, I’m a little confused.

  • Great tips @JasonmillerCA:disqus. I especially find the 4-1-1 rule useful.

    Very applicable to many social media channels.

  • @94d3651820e552aca6d1a1fa7621154a:disqus, hmm. When I loaded the LinkedIn developers site, I had blank icons, but they took a second to load. I would try a different browser. I use Chrome.

  • tbi

    I use Chrome too – I’ve also tried Firefox and still don’t get a preview on LI page. Thanks for your assistance to this point – appreciate you taking the time.

  • @94d3651820e552aca6d1a1fa7621154a:disqus, I suspect that there is a script that is script that is conflicting with it.

  • Prashant Mohan

    Hi Jason, great tip for all LinkedIn company page owners. I run the company page and yes I do fall in the trap of me – look at me content. This is a great reminder to chill out. The 4:1:1 rule is gold. I am going to follow this on every platform. regards, Prashant

  • Fisher and Jobi

    Thanks for the awesome advice! I am planning to launch a product very soon and this will come in handy.

  • Another Tip: Share a particularly meaningful employee Recommendation now and then. That strategy will serve many masters if you think it through…

  • Molly Gamache

    Mike – how do you share/post an EE’s recommendation on their profile to the company page updates? Are you speaking of just doing a copy/paste/quote of the recommendation or is there a way to click and share it? That would be a nice way to share the love and promote our awesomeness at the same time.

  • Yes, just copy/paste – no Linkedin functionality for sharing Recommendations.. I would actually grab the profile pic and make a Meme using the salient content from the Recommendation, and then tag the employee in the Update text.

  • Thanks for the comment Mike, nice tip!

  • Thanks for the comment. Glad to hear you found this one useful.

  • Thanks Prashant! Appreciate the feedback!

  • Hi Amanda. That’s a great question. You actually just gave me an idea for a blog post : ) I would recommend following a similar approach but will dig in deeper and hit you back with more details. Thanks for the comment and feel free to connect with me on LinkedIn so we can discuss further.

  • AmandahBlackwell

    Glad I sparked an idea!

    Thanks for the offer to connect on LinkedIn. I sent an invite.

  • Incredible Stuff Jason !!

  • Dr. Todd Kettner

    Your post really got me thinking! Having recently moved from private industry to the public realm in education, I’m challenged by the lack of marketing focus. There seems to be an expectation that our customers (students and parents) will just know the good things that we’re doing without us telling them or communicating much about what we’re doing. Similarly, the channels for engaging our “customers” to learn about how they view our “products,” how they rate our “customer service,” and what new “offerings” they would like to see us provide are conspicuous by their absence. Thanks for using your social media savvy to get your article posted on some education forums. Perhaps even adding an introductory paragraph linking its relevance for administrators and principals? Again, great post and thanks!

  • Todd, absolutely spot on thinking. Good work.

  • Marquita Herald

    Very helpful. I just recently set up a company page and found myself thinking – okay, now what? You’ve definitely provided a few answers.

  • Hi Marquita, thanks for the comment. Glad you found this helpful.

  • David Pearson

    Great advice – thank you!

  • David Pearson

    Great and helpful advice – thank you!

  • Martin Bentsen

    Fantastic tips, especially about engaging an audience. It seems like it’s frequently taken for granted but can really be so important to relating to other users and building a network. Thanks for the great article!

  • Roderick Hunnicut

    thanks for sharing this valuable information from your blog post. you tips are very helpful strategy on getting engage to you target customer.

  • Joaquin

    Good stuff Jason. I’m having a challenge getting the employees to engage or even the boss. She doesn’t follow her own company! Still, it reinforces what I believe true.

  • John Engle – Go Pro!

    Hey Jason,

    I have to admit that I don’t visit LinkedIn as often as I should.

    Your article here has inspired me to break down my LinkedIn barriers and be more involved in the community.

    I especially liked your 4-1-1 tip as sharing the Love so-to-speak. I find myself syndicating other bloggers on my Facebook Page and Twitter account daily, but have passed over LinkedIn for what has been too long now.

    I need to unleash my inner child and re-evaluate my social media presence to include more time spent on the Professional Network LinkedIn.

    Thank you for your great article.

    John Engle

  • HI Jason. This is one of the better strategic LinkedIn Company Page articles I have read in a long time. Awesome tips here. Like others here I also enjoyed the 4-1-1 rule.

    Will most definitive adapt your principles here, and test out for some growth projects for my own LinkedIn Company Page. And if it is successful I share this with my Hotel Friends.

    Thanks for sharing.


    Are Morch
    Hotel Blogger

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  • michael bian

    Thanks for the tips, those are very impressive and good to know.

  • Michael Bian

    Such a great tips very helpful.

  • Steven Wendt

    Great article. I really haven’t looked into the Analytics part of LinkedIn. That was very helpful and I loved how they show statistics on how your business page compares to others.

    As far as the 4-1-1 — Is that company content (recent blogs) or articles you want to share? Thanks for the great article.

  • Jitendra Padmashali

    I personally suggest to invite people by sending massage. Create unique group and add every high profile contacts in it. It is better to contact people in same profile as we have and also expand our business via LinkedIn, Its such a great platform to introduce our professional work also our business as well.

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  • guptaabhijit318

    Very interesting and informative post. This is truly a fantastic post. You have added lot of
    information in your blog. you tips are very helpful strategy on getting connect to you target customer. Thanks for sharing this valuable information.

  • guptaabhijit318

    Thank you so much for this informative, helpful and insightful article! I learned so much from you, I hope I can find traffic to my own website with the tactics you mentioned. Thanks really learned a lot. Really these are the very effective and useful tips. Keep sharing!

  • Great tips.
    This is what I exactly need right now. Thank You

  • Jack Marco

    A simply
    superb gists of points that could create
    an impact with the viewers.


    bizbilla b2b

  • Katerina Edrenkina

    I cannot like or share the updates that i post as myself, only as the company. how do i change it, any ideas?

  • S_Pofcher

    Jason – Some great and usable tips here. As many people have mentioned, the 4-1-1 rule is a great guide. Social media / social selling is about building relationships – not going for the hard sell.

    I have seen several companies only post products for sale on LinkedIn. There are never any Likes, Comments or Shares on these posts. And, I would bet that there are no sales either.