How to set up a LinkedIn company page

Setting up a LinkedIn company page is a valuable step towards building your brand presence and engaging with a professional audience. Regularly update your page, engage with your audience, and analyze the performance to optimize your LinkedIn strategy. Embrace the power of LinkedIn to unlock new opportunities and expand your professional network.

Getting Started

Before creating a company page on LinkedIn, you need to have a personal LinkedIn profile. If you don’t have one already, head to the LinkedIn homepage and sign up for an account. Once you have a personal profile, follow these steps to create a company page:

Step 1: Access the “Work” Menu

After logging into your LinkedIn account, locate the “Work” dropdown menu at the top right corner of the page. Click on it, and a dropdown menu will appear.

Step 2: Select “Create a Company Page”

Select the “Create a Company Page” option from the dropdown menu. This will take you to the company page creation process.

Choosing the Right Type of Company Page

LinkedIn offers different types of company pages catering to the diverse needs of businesses. Here are the available options:

1. Small Business

Ideal for startups, small businesses, and freelancers, this type of company page focuses on showcasing your products, services, and company updates.

2. Medium to Large Business

Designed for established businesses with a larger workforce, this type of company page allows you to highlight your company culture, job openings and thought leadership.

3. Showcase Page

If you want to promote specific products, services, or initiatives separately from your main company page, a showcase page is the right choice. It allows you to target a specific audience with tailored content.

Consider your business goals and target audience when choosing the type of company page. You can always create multiple pages if needed.

Company Page Setup

Setting up your company page is crucial in establishing your brand presence on LinkedIn. Here’s how you can optimize your page for maximum impact:

1. Company Name and Address

Enter your company name, which should be consistent with your branding. Include your company’s physical address if applicable.

2. Company Description

Craft a compelling and concise description of your company. Highlight your unique selling proposition, key offerings, and what sets you apart from competitors. Use relevant keywords to improve search visibility.

3. Logo and Banner Image

Upload your company logo and a visually appealing banner image representing your brand. Ensure the images are of high quality and meet LinkedIn’s recommended dimensions.

4. Website URL and Industry

Include your company’s website URL to drive traffic to your site. Select the industry that best represents your business to help LinkedIn categorize your company correctly.

Showcasing Your Products and Services

LinkedIn lets you showcase your products and services directly on your company page. This feature enables you to highlight key offerings and attract potential clients. Here’s how you can make the most of this section:

1. Add Product/Service Listings

Click on your company page’s “Products” tab and select “Add a Product or Service.” Fill in the details, including the name, description, and key features of your offering. Include visuals, such as images or videos, to make your listings more engaging.

2. Request Recommendations

Encourage your satisfied clients to write recommendations for the products or services they have used. Positive recommendations add credibility and can influence potential clients’ decision-making process.

Engaging with Your Audience

Once your LinkedIn company page is set up, engaging with your audience regularly is important. Here are some strategies to foster engagement and build meaningful connections:

1. Share Relevant Content

Post regular updates, articles, industry insights, and thought leadership pieces to keep your audience informed and engaged. Share content that resonates with your target audience and adds value to their professional lives.

2. Join and Participate in Groups

LinkedIn groups offer a great opportunity to connect with like-minded professionals, share knowledge, and build relationships. Find relevant groups in your industry or niche and actively participate in discussions.

3. Respond to Comments and Messages

Monitor your company page for comments, messages, and inquiries. Respond promptly and professionally to demonstrate your commitment to customer service and engagement.

Promoting Your Company Page

Creating a LinkedIn company page is just the first step. You need to promote your page and attract followers to maximize its impact. Here are some effective strategies:

1. Leverage Employee Advocacy

Encourage your employees to follow and share content from your company page. Their networks can help amplify your reach and attract more followers.

2. Incorporate LinkedIn Buttons on Your Website and Email Signature

Add LinkedIn buttons on your website, blog, and email signature to make it easy for visitors and contacts to connect with your company page.

3. Cross-promote on Other Social Media Platforms

Promote your LinkedIn company page on social media platforms like Facebook, Twitter, and Instagram. Direct your followers to your LinkedIn page to expand your reach.

Analyzing and Optimizing Your Company Page

To measure the effectiveness of your LinkedIn company page and make improvements, you need to analyze its performance. LinkedIn provides analytics and insights to help you understand your audience and refine your strategy. Here’s what you can do:

1. Monitor Page Analytics

LinkedIn offers a comprehensive analytics dashboard for company pages. Monitor metrics like page views, follower growth, engagement, and demographics to gain insights into your audience’s preferences and behavior.

2. Optimize Your Content Strategy

Analyze the performance of your content, such as posts and updates. Identify which types of content resonate the most with your audience and tailor your strategy accordingly.

3. Experiment with Sponsored Content

Consider leveraging LinkedIn’s sponsored content feature to reach a wider audience. Test different ad formats and targeting options to optimize your campaigns and drive desired outcomes.

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Kristel Kongas

Kristel Kongas is a lead generation and fintech growth strategist, serving as the Chief Marketing Officer for Vendisys, Scrubby, Golden Leads, Inboxy, and other Vendisys entities. She is also the Founder and CEO of The New Cup Agency, a boutique marketing firm, and an active member of the Estonian Business Angels. Alongside her professional roles, Kristel is a dedicated life and fitness coach, blending her business acumen with a commitment to personal well-being.