LinkedIn is all about building networks and connections. With 562 million users, it is important to start marketing on this platform for business success. LinkedIn is not only about who you know, but about who your connections know. The real power of LinkedIn for business is that it has the ability to tap into existing connections and grow your brand via word of mouth. It is also the top-rated social network for lead generation. LinkedIn marketing strategies that are limited to a personal profile, particularly one with an out of date, bare bones resume, will not make the cut. It is time to up your game.
So let’s get you prepared with the ultimate LinkedIn marketing guide.
How to Set Up a LinkedIn for Business Account
A company page helps LinkedIn members to learn about your business, your brand and job opportunities with your company. Company pages are also a great way to establish industry expertise. LinkedIn company pages used to be viewed primarily as HR landing pages for brands. Though this is still one way to utilize LinkedIn, the network is also becoming the perfect place to drive business results, raise brand awareness, promote career opportunities and educate potential customers on your products and services. Rich content and compelling status updates can help to establish your brand as a leader in the industry.
Here is how you set up a LinkedIn company page for your business. If you do not already have an existing personal LinkedIn profile, you will need to set one up prior to creating a page for your company.
Step 1 Add Your Company to Your LinkedIn for Business Account
Head to the LinkedIn Marketing Solutions portal for creating company pages and click the big blue create a company page button. Enter your official company name and choose the URL that people will use to find your business on LinkedIn. You cannot change this URL later, so choose wisely. Click the box indicating that you have the right to act on behalf of your company, then click create page. LinkedIn automatically creates the shell of your company page. All you need to do is begin filling in the details. In the welcome pop-up box, click get started.
Step 2 Add a Cover Image and Logo to your LinkedIn for Business Account
Choose a cover image to capture the feel of your business. The image should be 1536 x 768 pixels. Since LinkedIn is a professional network, your company logo takes the place of your profile picture on other social networks. Your logo also appears on your employees’ LinkedIn profiles. Use a square logo size of 300 x 300 pixels. Do not skip this step. LinkedIn data shows that companies with logos get six times more traffic to their company pages.
Step 3 Create a Company Decision
You have 2000 characters to describe what your company does and why potential followers should care. This is vital text, so get your marketing and content teams involved in crafting your messaging. The first 156 characters are especially important, as that is what will appear in the Google preview of your company page. Underneath your company description, you can add up to 20 company specialties. These act as tags or keywords that will help people find your business on LinkedIn, so do not skip this detail. Ensure your company’s various products, services and strengths are well represented here. If you are not sure of what to include, try some social listening to get a sense of what words people are already using to talk about your industry online. Think about this from your customer’s point of view.
Step 4 Fill in Your Company Details on your LinkedIn for Business Account
Enter your business website URL. You will then provide your company details using several drop-down menus that indicate your industry, company size and company type (public, non-profit, educational etc) and enter the year your company was founded. You will also need to provide at least one location for your business. If you already belong to some relevant LinkedIn Groups that you would like to feature on your company page, you can enter them in the appropriate section here. Otherwise, you can leave this field blank for now.
Step 5 Publish Your Page
Click the publish button and your company page will go live. Prior to going any further, click the go to member view button at the top right of the page to see what your company page looks like to others. If you are happy with your page leave it as is, however, if not, click manage page and make any tweaks necessary to get it looking just right.
Step 6 Add Page Administrators to your LinkedIn for Business Account
You do not need to be in this alone. LinkedIn allows you to choose which employees can administer your page. To add team members, click the ‘me icon’ at the top of your LinkedIn page, then choose your company page under the manage section. Click the admin tools at the top right, then select page admins. Add your team members by name. To add them as page administrators, you have to already be connected with them on LinkedIn. Click save changes to finish setting up your team.
Social media is an effective place to market your brand. LinkedIn has 562 million users that you need to start marketing to. This guide covers how to set up your LinkedIn for business account. Start by creating your account. Once you have completed that, look for our next piece on how to create your LinkedIn marketing strategy. Best of luck!