LinkedIn has allowed the publication of Company Pages since 2010—one year after Facebook launched corporate Pages—and they are designed for companies to describe their activity and make posts to stay in touch with their customers, potential clients, and fans in general.
In this article, you will learn how to create them and develop a content strategy for Company Pages on the professional social network.
How to Create a Company Page on LinkedIn
To create a Company Page on LinkedIn, you need to be registered on LinkedIn and have a personal account. From there, go to the “Products” section in the top navigation bar and click on “Create a Company Page.”
Once this is done, you need to enter the company name and select the URL for the Page, which will have the following structure: linkedin.com/company/companyname. You should choose a name that is easily recognizable (the company name or a simple variation) for this address, which will be unique and used by both users and search engines to find the Company Page.
In the “Description” section, you should present the company, which can be up to 2,000 characters. You should also include its specializations (up to 20 keywords that will make it easier to find in searches), as well as the company’s contact information (website, URL, number of employees, sector, etc.).
You should also include a profile image (the company logo is recommended), keeping in mind the recommended size for LinkedIn photos, in this case, 300×300 pixels.
You can also create product pages as an extension of company pages, which allow you to highlight the brand’s presence, for example, by business units or product lines. This way, you can offer specific information by topic, and users can stay informed about the areas or products that interest them most. Product Pages are always associated with a Company Page, which acts as the main profile.
What Content to Publish on a LinkedIn Page
Once your LinkedIn Company Pages are optimized, it’s necessary to develop an appropriate content strategy to attract more followers and help achieve the objectives set out in your Social Media Plan.
Creating and publishing content regularly on your corporate LinkedIn account cannot be done lightly, but should be based on an established plan. It’s not enough to publish content regularly, nor is “any” content suitable.
Not developing a specific content strategy for LinkedIn is a mistake that companies with a presence on this social network often make, and it prevents them from taking advantage of the benefits of having an active presence on LinkedIn, such as reaching your target audience more easily, presenting yourself as an open and accessible company, and, in the long term, generating more business opportunities and increasing sales.
With this in mind, consider these tips for creating and publishing relevant content on Company Pages on the professional network:
1. Publish unique and relevant content. Always keep in mind that the people your company targets on LinkedIn will be very different from those you might reach through another social network. Therefore, the content you publish should also be unique for them, focused on meeting their interests and providing them with a distinct added value.
Possibly, posts on a Company Page on LinkedIn should have a more corporate character than those on other social platforms. Or rather, a more professional component.
While users on Instagram want to see the day-to-day life of the brand, on LinkedIn they will be more interested in job offers, quarterly results, or upcoming company launches, as well as the company’s position on news or events in its sector.
On LinkedIn, you can publish more corporate information (new hires, quarterly results, industry reports, etc.) than on other platforms because these are precisely the types of content that people who choose to follow a company are looking for. Don’t be afraid to show the company’s vision and mission and how it works on the integrity of its brand and products.
2. Drive traffic and share content. The Company Page can be an important channel for providing relevant information that the company has shared through other channels. For example, you can share links to an industry study, a press release, or content published on the corporate blog. It’s a way to offer valuable content and also achieve greater reach.
3. Audiovisual content. Take advantage of the fact that you can now publish photos, videos, infographics, graphics, etc. on Company Pages on LinkedIn to provide more context, attract attention, or emphasize the brand’s position in its sector.
4. Consistent posting. It’s necessary for the Company Page to publish information regularly, so as not to appear inactive or neglected. However, you should always share a post with a clear objective and with the intention of meeting a potential audience’s need.
Posting just for the sake of posting, simply because it’s time, will be more harmful than beneficial. In this sense, it’s recommended to have a calendar or content plan tailored to the company’s audience on the social network.
5. Encourage interaction. The search for conversation should be constant, in every post. Therefore, you should share relevant content that encourages comments, sharing, etc. Taking the initiative by asking questions or requesting opinions is highly recommended.
You can also ask users to rate the brand’s products and services and take advantage of user-generated content to create relevant posts. Real comments add value and provide transparency, security, and trust in the company.
Likewise, it’s not only recommended to seek the participation of customers and potential customers, but also of the company’s own employees. If they naturally become brand advocates—without being forced—they will be the best ambassadors the company can have on LinkedIn.
Getting them to identify with the company’s values and what it represents on social media will lead them to increase—through their honest and sincere participation—up to 70% the interactions on the company’s posts.
6. Practice conversation. Setting an example will encourage others to engage in conversation on social media in general and on LinkedIn Pages in particular.
Therefore, you should always respond to users’ comments and provide answers to their questions. This will motivate others to start a conversation as well, seeing that they do get feedback from the brand, which listens and responds.
7. Monitor actions. Analyzing how the content you publish performs will let you know which are preferred by followers, which make them interact more, or which meet their needs. It will also help you determine the best times to post according to the specific audience of the Page.
