10 Ways to Improve Your LinkedIn Company Page

social media how toDo you want to make your LinkedIn company page more useful?

Are you looking for creative ideas to take your company page to the next level?

The best company pages do a great job of increasing brand awareness by being helpful when they engage with followers on a regular basis.

In this article I’ll show you 10 ways to make your LinkedIn company page more useful for your followers.

Why LinkedIn Company Pages?

Let’s start with some quick stats about why a LinkedIn company page is important for your business:

  • Over 3 million companies have a LinkedIn company page (as per mid-2013 stats)
  • More than 500,000 company pages were added between 2012 and 2013
  • There are 148 different industries represented on company pages
  • To date, there are 1,275,000 products and services highlighted across LinkedIn company pages
hp linkedin company page header

LinkedIn company pages are important to businesses.

LinkedIn company pages are essential. Not just for brand visibility, but also for building and sustaining a useful community around your products and services.

Here’s how you can make sure your LinkedIn company page is useful to people who are interested in what you do.

#1: Provide Expert Content That Solves Problems for Your Audience

Author’s Note: This tip was written before LinkedIn announced the change to their Product & Services pages. See full details here.

Complete the Products & Services section of your company page to showcase what your business has to offer.

What types of content should you include in this section? White papers, case studies, blog posts, a list of products and services, how-to’s and more.

Hewlett-Packard has 19 pages of products in their Products & Services section.

hp linkedin company page

Hewlett-Packard customers can find any number of products on the company’s LinkedIn company page.

You also want to share useful information throughout your company page. Here, Hewlett-Packard posts an update to give customers in New York City a solution to PC support issues.

hp products

Hewlett-Packard promotes a product solution for customers in New York City.

Publish content that shows your expertise in the marketplace so readers come to you for a solution when they have a problem.

Bonus Tip: Include as many SEO-rich keywords in your content as you can, since company pages are extremely SEO-friendly. This helps members search for your company with keywords directly from within LinkedIn.

#2: Use Images to Capture Attention

The popularity of infographics and other visual social media platforms like Instagram and Pinterest show how important visual media is to marketing. The cliché “a picture is worth a thousand words” also holds true on LinkedIn.

Images make your LinkedIn company page visually appealing to visitors, so they’re more likely to consume and share your content—and direct their connections to your company page.

adobe graphics

Adobe uses graphics, videos and images to showcase its products and seminars.

Use a compelling image in your LinkedIn company page banner, as well as in your updates, to enhance your visitors’ experiences and boost your visibility with other communities.

#3: Show & Tell With Videos

Online video is growing. Just take a look at these stats:

  • In 2013, over 52 billion videos were viewed online (MarketingCharts)
  • 52% of consumers say that watching product videos makes them more confident in online purchase decisions (Invodo)

The video TOMS posted to mark their seventh birthday was much more effective than a text-only update would’ve been.

toms video

TOMS posted a compelling video to celebrate their seventh birthday.

There are many different video formats you can use to take your company page updates to the next level. Here are a few examples.

Short-form Video

Short videos—less than 15 seconds—can be used to focus your message. You can use them to create a product look-book, demonstrate a product’s use or show an everyday life hack. Vine and Instagram both offer short-form videos that fit well with this style.

Simon & Schuster use Vine to showcase a whole month’s bestseller catalog in a 6-second flipbook.

Event Video

Event videos are trustworthier than any scripted video because they contain the best parts of your company, your products, your customers and your culture. They aren’t an outright advertisement for your company or brand, and usually include external or third-party content. Think of event videos as testimonials, as opposed to ads.

Interview Video

Whether you interview experts from outside your company or key employees inside your organization, Q&A videos let you highlight your relationship with industry experts.

If your company has a video component in its marketing strategy, add key video to your LinkedIn company page to tell your story more effectively.

#4: Highlight Your Products With Showcase Pages

Think of showcase pages as a way to highlight your specialized content. They let you customize your messages and engage different audience segments based on their product interest.

Adobe has an array of products. To focus their messaging, they use showcase pages to target users of Creative Cloud and Marketing Cloud separately.

adobe showcase page

Adobe uses showcase pages to target two different audiences.

Create and curate showcase pages to make sure your customers can easily learn about the product or service that most interests them.

#5: Make Your Updates Short and Sweet to Encourage Click-throughs

Your status updates show up in the news feed of a user’s home page and let your readers share your content.

Post updates that include a simple title, an interesting image and a short lead-in that lets readers know what to expect when they click through, without giving away the whole story.

Coca-Cola‘s update immediately interests readers who want to follow notable moments associated with the Sochi Olympic Games.

coca-cola olympic content

Coca-Cola gives its followers short, interesting bites of information.

To generate clicks and shares, keep your updates short, sweet and relevant so your readers can see what’s behind the link at a glance.

#6: Engage Your Audience

Many people follow your company page as a way to engage and interact with you.

To encourage that engagement, ask people questions and reply to their comments. You can also host a contest.

For example, HootSuite posted an update that asked its followers to share the social media story that was most memorable to them in 2013. Some of the responses were included in an article that highlighted the stories.

hootsuite updates

HootSuite asks for reader input for a blog post.

Remember that while LinkedIn is a professional space, it’s also a social network. Make an effort to communicate with your followers through updates, responses and other engagement strategies.

#7: Sponsor Your Best Content to Reach More People

LinkedIn started offering sponsored updates in mid-2013. They’re a great way for companies to reach more readers.

HubSpot, Xerox and American Express OPEN use sponsored updates to do things like increase lead generation, deepen relationships with a target audience and drive thought leadership in their industries.

Pushing out content to your followers is one thing, but to grow your business, you need new leads. Use sponsored updates to extend the reach of your update to people who qualify as leads.

#8: Reveal Your Company Culture to Encourage Brand Advocacy

Showing the human side of your company is an important way to create trust with your followers and turn them into fans.

Warby Parker posted an update to share its annual report.

warby parker report

Even an annual report can have a personality.

People who clicked through found several components that show the company’s human side.

warby parker peanut butter report

Warby Parker included fun information about its employees’ peanut butter preferences in the annual report they shared on LinkedIn.

Include fun, behind-the-scenes information in your content to help readers make a deeper connection with you.

#9: Position Your Page Management Team for Success

Make sure you have a dedicated team handling your page’s administration.

istock team image

Building a strong LinkedIn team is an important part of developing your LinkedIn strategy to position your company for success. Image source: iStockPhoto.com.

Your followers will find your page more useful if there are employees who devote segments of their time to managing the page, as well as other admin tasks like having an editorial calendar for updates and posts.

#10: Add a Follow Us Button on Your Corporate Site

Use all the tools that LinkedIn gives you for your company page to let people know you’re on LinkedIn.

LinkedIn’s Developers page makes it quite easy to create and add a Follow Us button to your corporate website. Simply type your company name in the appropriate field, choose your button type and copy the code to your site.

linkedin button

Build your Follow Us button in three easy steps on LinkedIn’s Developers page.

Take advantage of the Follow Us button to let your website visitors know they can connect with your company on LinkedIn.

Looking for Some Inspiration?

Check out the Best LinkedIn Company Pages for 2013. You’ll see how a variety of companies in a number of different industries use these tips to create compelling and engaging company pages that are followed by thousands of people.

Follow these 10 steps to make your own company page more useful and you’ll not only impress your boss, but you’ll also gain followers and fans.

What do you think? Have you used any of these tactics on your Company Page? Do you have other tips you’d like to add? Tell us in the comments.

Images from iStockPhoto.

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About the Author, Julia Borgini

Julia Borgini is a freelance writer & online content strategist for B2B Technology companies at Spacebarpress. She helps Geeks sell their stuff. Other posts by »

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  • http://www.hqsocialmedia.com/ Houssem Daoud

    Awesome advice Julia! A great place to put the LinkedIn follow button I found is inside the blog post either at the very top, the bottom or in the middle of the post. It usually gets higher click-through-rate. Thanks!

  • Thomas Ryan

    Hi Julia, on #1 Products and Services Page – LinkedIn is removing this tab from April 14th so that’s going away. Otherwise some nice tips. Thanks. http://help.linkedin.com/app/answers/detail/a_id/47952/~/company-pages-products-%26-services-page—no-longer-supported

  • http://www.twitter.com/MuchaMurapa Mucha Murapa

    Loved this article Julia! Thank you so much for sharing :)

  • Angela Irizarry

    Great tips! It’s important to note that LinkedIn is doing away with Products and Services as of April 14th so completing #1 would be a waste of time and resources. That section will be replaced with ‘Showcase Pages’.

  • http://uk.linkedin.com/in/tomtipping/ Tom

    Hi Julia,

    #1 Complete product and services page – LinkedIn are removing this section on the 14th April 2014.


  • cherry

    Does it includes the new version of linkedin company’s pages that will be reshaping on 14th april?

  • http://www.google.com/profiles/irinajordan Irina Jordan

    Yes, good observation. All the other advice is solid, just #1 is a tad outdated.

  • Jitendra Padmashali

    Nice one Julia ! Content marketing on LinkedIn puts you and your business in front of the people you want to see it. A great LinkedIn company profile can complement your website and allows you to build a following of professionals who are interested in your
    products or services.

  • http://spacebarpress.com/ Julia Borgini

    Yes, you’re right Angela. If anyone wants any further info on that, check out this link: http://help.linkedin.com/app/answers/detail/a_id/47952/~/company-pages-products-%26-services-page—no-longer-supported

    Tip #1 is still valid, you just have to do it a different way after April 14th. :)

  • http://spacebarpress.com/ Julia Borgini

    Exactly Jitendra. It’s another tool in a company’s tool belt to drive interest. Thanks for reading & sharing!

  • Duane Acorn

    Good article, but isn’t LinkedIn doing away with Products & Services Pages to push organizations more towards Showcase Pages?

  • http://spacebarpress.com/ Julia Borgini

    Yep. As of mid-April 2014. Tip #1 is still valid, you just have to implement it a little differently now (and keep it in mind when you get to #4.) :)

    For more info on the change, go here: http://j.mp/1s32ueU

  • http://spacebarpress.com/ Julia Borgini

    Yep, you’re right Thomas. If anyone wants any further info on this, check out this link: http://j.mp/1s32ueU

    Tip #1 is still valid, you just have to do it a different way after April 14th. :)

  • http://spacebarpress.com/ Julia Borgini

    Thanks for the comment Houssem.

  • http://spacebarpress.com/ Julia Borgini

    Yep, you’re right Tom.

    Tip #1 is still valid, you just have to do it a different way after April 14th. :)

  • Pingback: Marketing Day: April 1, 2014()

  • Eric Steckel

    Ok, so we all know Products and Services are gone. My question is where will LinkedIn allow video embeds? Before companies could embed YouTube videos in Product and Services. Is the only way to share company videos through the Company Page Feed? If so that’s quite a miss on LinkedIn’s part. Any input from this group is welcome.

    PS: Great article! I’ve shared it numerous times.

  • Kerryn

    I’d love your opinion on which a small business should use – their own LinkedIn profile to communicate to their Connections or create a Company Page to communicate to their followers? Or a mix of both?

  • Sophie Eadon

    Great Article!

  • http://www.digitalaval.se Emelie Svedberg

    Great article, thanks Julia!

  • DIGITEXMedical

    Thanks Julia for our growing business..

  • Hope Anderson

    This is useful information. Thanks

  • Craig Chemaly

    This is great overall advice Julia, the only thing I take exception to is using a “team” for your LinkedIn page. Before you dedicate the resources necessary to have multiple people working on a LinkedIn page, you’d better have tens of millions of dollars in sales. Most companies should absolutely NOT spend the money on a “page management” team. Of course there are exceptions, but they are just that – exceptions – not the rule.

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