13 steps to create a LinkedIn company page

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October 4, 2017

Good for you if your company has a website and social media presence. But if think Facebook is all your company needs, think again. If you don’t have a LinkedIn Company Page, you’re missing out.

Traffic from LinkedIn generated the highest visitor-to-lead conversion rate than any other social media platform — including Twitter and Facebook – according to a study of more than 5,000 businesses by HubSpot, a company that develops marketing and sales software that helps attract visitors and convert leads and close sales.

Social MediaHere are 13 steps you can take to get your Company Page up and running on LinkedIn.

1. Get started. Before you can create a Company Page, you will need a LinkedIn account and a verifiable email address. Then, you can design your Company Page. Add your company logo and a cover image. Consider using a photo of your office building, company vehicle, or a recognizable landmark in your town. Next, include a description of your company. You don’t need a lengthy explanation, just a few sentences about your company, the services you offer, and whatever sets you apart from your competition. For inspiration, check out the LinkedIn Company Pages for some of your favorite organizations. LinkedIn members can use keywords to search LinkedIn for companies, so be sure to use words and phrases that best describe your expertise and business. Also, be sure to include the contact information for your company.

2. Add content. Now that your Company Page is set up, you need to give followers a reason to visit. Consider posting useful, educational and entertaining information. Don’t constantly advertise your company’s services; it will turn off followers. Make your Company Page a place followers will want to check out daily. For an interesting and inviting Company Page, include photos and make them large — about 350x 200 pixels.

3. Show a behind-the-scenes look at your company. Post photos of your staff, your staff activities (such as office parties, charity events, and award ceremonies), and how your employees do their jobs (such as how a tech prepares for service calls by loading their trucks and following safety protocol).

4. Give a shout-out to other companies. Mention the firms that supply your company with pesticides, equipment, uniforms, vehicles or whatever other items you use to get the job done. Tag the companies in your posts to attract additional followers to your LinkedIn Company Page.

5. Use video to attract followers. No need to buy a fancy camcorder and tripod; anyone with a smartphone can create video. And your videos don’t have to be long; two minutes or less is plenty of time. Next time your tech receives praise from a customer after a service call, shoot a short video of their testimonial. Create a video featuring a question and answer session with your staff entomologist on a topic your customers frequently ask about. Film your most knowledgeable tech as he or she demonstrates what will occur during a service call or how products are used. Shoot video of the president of your company thanking customers for their business and continued support. Record the founder or president of the company discussing the history of your company to bring the “About” page on your website to life.

6. Share something interesting. Post content from other LinkedIn users you find beneficial and tag them so they know you thought highly enough of their content to share it with your followers. Or check the web for stories you think your followers may find fascinating or informative, and share them on your Company Page.

7. Add a call to action. At the end of each post, encourage those who read your content to follow your company on LinkedIn. Ask them to share what they’ve read or watched, too.

8. Be consistent. Post content on a regular basis. The goal is to get followers to learn to rely on your daily news and information. Frequent posts will keep your company top of mind.

9. Get your employees involved. Tell them that liking and sharing your company’s LinkedIn content will add followers and help market the company. Also, ask them to contribute ideas for future posts. Perhaps they have terrific ideas for creative content.

10. Engage followers. Make a habit of commenting on other LinkedIn pages. Start a dialogue with followers. The Pest Management Professional LinkedIn page is a good place to start. Interaction will help attract even more followers to your Company Page.

11. Promote your Company Page. Don’t pass up an opportunity to tell everyone about your LinkedIn Company Page. Include a link in your email signature line, add the LinkedIn icon with link to the homepage of your company’s website. Mention it in your newsletters and blog posts. Add your Company Page address to your business cards, invoices and stationery. Use your company’s other social media platforms to ask people to follow your company on LinkedIn, too.

12. Monitor your progress. On LinkedIn, regularly check out the Admin Analytics page for Company Page to see if your followers are engaged. Many companies check their stats several times a day, but once a day at most should suffice.

13. Follow the leaders. To see what an award-winning LinkedIn Company Page looks like, check out LinkedIn’s blog featuring the winners of its 2017 contest.

Creating a LinkedIn Company Page is a great way to engage with people who may be current or future customers. You can highlight the services your company offers and offer informative and fun content. It’s an inexpensive way to market your company to the 500 million people who use LinkedIn.

Diane Sofranec is managing editor of Pest Management Professional magazine. You can reach her at dsofranec@northcoastmedia.net or 216-706-3793.

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