LinkedIn is a powerful business tool that can’t be ignored.
There are a few better ways to connect with potential customers and clients, promote your company and its products or services, and a whole range of other benefits we’re going to get into.
While making users try to grow their personal accounts, businesses also have the option to grow their company pages. And just like all other social networking platforms, to make the most out of your page, you need to grow it, maximizing your brand’s range, visibility, and overall impact.
But, this doesn’t have to be as challenging as you may first think. Today we’re exploring everything you need to know when it comes to growing your LinkedIn company page, with all the actionable strategies you could ever need to know.
Basically, this is your complete guide to taking your LinkedIn company page to the next level.
Let’s get into it.
What is a LinkedIn Company Page?
Your LinkedIn company page is similar to your personal profile. You detail what your business identity is, what you offer, and how you operate and provide value to your users through content.
LinkedIn’s page design and features help you promote your brand, connect with potential customers and clients, as well as showcase your products or services using dedicated pages.
It’s also a great way to attract top talent to your business and get insights into how people interact with your brand, not just on the platform but across the web.
If you can use LinkedIn properly, it becomes a powerful tool that can be used in a whole range of different ways, which is why it’s so important to ensure yours is up to scratch.
How to Create a Company Page
If you’re reading this, I assume you’ve already taken the time to create a company page. However, if you don’t and are looking to get started, here’s a quickfire step-by-step guide:
- First, ensure you have a personal account that meets all the criteria to make a company page, which can be found here.
- When you’re set, you can start. Click the ‘Work‘ grid in the header toolbar and ‘Create a Company Page.’
- Fill out the form, including the page type you want (which in this case will be ‘company’), followed by your page details, including name, profile info, about us bio, and so on.
- Check the box to confirm you’re allowed to represent the company and create the page.
- Click the ‘Create Page‘ button, and your company page will be live.
Why Should You Grow Your LinkedIn Company Page?
There are so many reasons why you should be looking to grow your LinkedIn company page.
For one, the bigger and more popular your company page is, the more likely people are to take notice of it and visit it. This is clearly ideal for promoting your brand and helping you achieve your business goals.
But it’s not just about numbers.
A growing LinkedIn page has more authority in its industry, which means people are more likely to trust what you say. The more authority you stand on, the more impactful your business becomes in the eyes of your clients, customers, prospective leads, and competitors.
You quite literally become the best in the business.
All of this combined is great for boosting conversions and sales and helping you attract top talent to your business.
If you’re looking to secure the best professionals in the industry to come and work for your business, then you need to make a good impression. And since 49 million job seekers are actively searching for job opportunities each week, LinkedIn is one of the best social media platforms to find them on.
And that’s just the tip of the iceberg. Other reasons include:
- Becoming a trusted LinkedIn presence for B2B networking
- Ranking your website high for search engines through reputable backlinking
- Finding job seekers and ideal job candidates for any position
- Create a simple yet engaging company overview complete with company details
There are loads of different reasons why you should be looking to grow your LinkedIn company page, but it all begs the question, how do you actually grow your company profile?
How to Grow Your LinkedIn Business Page
This will be an extensive guide, so follow along and take things step-by-step. I’ll start with the basics and slowly get more advanced as we go!
Get the Basics Locked In
Before going anywhere, you must ensure your LinkedIn page’s setup is 100% complete. You’d be surprised just how many businesses upload an awkward placeholder logo as a profile picture and have a seemingly rushed bio that never gets updated.
This will do nothing to promote your brand or help you to achieve your business goals. Your LinkedIn company page is one of the first places people will go to learn more about your business, which means it’s absolutely essential that you make a good impression.
First impressions count, and once they’re gone, they’re gone.
So take the time to set up your profile correctly and to fill out all the relevant information. Here’s a lightning step-by-step guide on how to do this.
- Get your essential info in check. Update your company name, capitalize it properly, and spend time writing your company description. Don’t just copy and paste it from your website; adjust it for your LinkedIn audience.
- Add your optimized images. From your profile picture to your LinkedIn banner, ensure all your visuals are high-quality and on brand. This includes your company logo and cover image.
- Touch up the details. Details include your tagline, website URL, tagged industries, specialties, and more.
- Add all your admin users. As your LinkedIn account grows, you’ll need all kinds of people involved, from those who interact with followers, post, optimize the content, and so on. Add them in now, so every user can access what they need.
A great way to think about this is to make it as easy as possible for people to learn about your business. This should happen within a few seconds of them landing on your page. The more complete your profile is, the more complete your digital LinkedIn experience is.
Using Relevant Keywords within Your LinkedIn Profile
Whether you’re writing you’re About Us section, bio, company headline, or even the content you’re posting, LinkedIn, like every other social media platform that uses an algorithm, requires optimized keywords.
Keywords are the bread and butter of your profile because they’ll enable you to rank in the search results of other users, which is obviously for driving traffic to your profile. And since they’re so essential, you must ensure you’re using them correctly.
The best way to start your search is using Google AdWords. This is a fantastic platform that will give you an indication of the keywords being used most frequently in searches related to your business.
You can also use the LinkedIn industry sections or individual skills section to see exactly what categories are available and where you can rank. You can also explore your competitor’s pages to see what keywords they’re using within their page content.
Once you know what keywords to use, it’s time to start adding them to your profile. LinkedIn picks up relevant hashtags and keywords within all your LinkedIn content, including your description, bios, and published content. Add up to three hashtags per post for the best ranking.
However, use them sparingly and make sure they actually make sense within the context of what you’re saying. If you stuff your company pages full of keywords, it will look unprofessional, and LinkedIn may penalize you for it.
Create Relevant Content That People Want to Read
There’s one thing that all successful businesses have in common: they provide value to their users.
How you use your LinkedIn company page is no exception.
By far one of the best ways to grow your page is to post valuable, relevant content using the blog post system LinkedIn has in place. This is a great way to show off your company’s expertise and to get people engaged with your brand.
Just like posting blog content to your website or other platforms, every single post you publish needs to provide value to your readers. It needs to be interesting, unique, and engaging. Every post should be high-quality, well-written, and relevant to the target audience you’re trying to connect with.
You might even get on the LinkedIn homepage, and user feeds with your valuable content, and this kind of exposure would take your growth into the stratosphere.
You can use LinkedIn’s Pulse feature to find popular topics within your industry that you can then write about. This is a great way to get some quick ideas for blog posts that are sure to do well at the moment. If you’re unsure how to create content, start writing long-form posts since they seem to provide the most value and have the highest engagement rates.
Another great way to provide value is by sharing and engaging with other people’s content, especially high-performing or trending posts. If you see an article or blog post that you think would be relevant to your audience, share it!
Not only will this help to grow your page, but it will also show that you’re active and engaged with what’s going on in your industry, which is an excellent way for small businesses to get on the radar of the tech giants.
Think about companies like Wendy’s and their infamous use of Twitter.
They respond to Tweets in a fun, personable, and interesting (namely brutal) way that propels the brand forward as a connectable entity instead of just ‘being a business.’
Even if you’re a business with a formal style, you can still use this strategy to create interesting and personable comments on content and posts that help turn heads in your direction.
If people like what you’re writing, they will want to engage with what you’re offering, and they’ll become a part of your online community.
Thus, your page grows.
Tips for Writing Valuable LinkedIn Posts
Try to find someone within your business that’s personable and has a relatable style that makes people smile. If you use a team of people, the tone of voice and style doesn’t always come across the same, which can cause inconsistencies in how you present yourself.
This applies to any blog posts you publish, comments you make, and replying to other people’s personal profile posts. Despite being a business, LinkedIn is still a social media platform, and people are still interested in interacting with other companies rather than a faceless large business.
Furthermore, your content needs to be exciting and unique.
It might help a little at first, but you’re never going to be one of the top companies if you’re just emulating or even copying the topics, content, and articles every competitor is involved in. It just dilutes your content and doesn’t make you stand out.
Instead, you need to focus on creating unique content that stands out above the rest. Be the company everyone else wants to copy, but by the time they have, you’ve already set the next market trend.
There are several ways you can do this, and here are some ideas to get your creative juices flowing;
- Enlist an industry expert, thought leader or any kind of business leader to write about a topic or interview them
- Curate a selection of the best blog posts from around the internet
- Write an extensive review on services, products, or websites
- Write an in-depth how-to guide on something interesting
- Interview someone famous or well-known within your industry
Get Active in LinkedIn Groups
LinkedIn has a ton of different groups that you can join under the LinkedIn Groups tab, many of which are specific to certain industries or niches.
Here, you can get involved with conversations already happening within your industry and connect with other professionals who might be interested in what you have to offer. It’s like a new-age forum of industry professionals coming together; perhaps an easy way to network out.
However, it’s not just about joining a LinkedIn group and hoping other LinkedIn members will automatically account with you.
Again, you have to bring value into their lives.
Make sure you’re active and engage with the other members. Don’t just post links to your own content or try to sell people on your products or services, as this over-promotional attitude will discourage people from interacting with you.
Instead, take the time to read what others are posting and add value to the conversations that are already taking place. Given some time, you’ll build up your image as a reputable business, and people will start to see you as an expert in your field. With this, they’re far more likely to check out your company page.
How to Find and Join a LinkedIn Group
Finding and joining LinkedIn Groups is a simple process. You can do so on the app or via your desktop browser, and with over two million groups (the largest of which has over 750,000 members), you really are spoilt for choice.
- Go to the LinkedIn website, so you’re on your homepage
- Search any kind of keyword for the type of group you want to find, i.e. tech nerds
- Filter the search results by groups and click whichever Groups you want to join
- LinkedIn will also recommend groups it thinks will suit you. You can access these recommendations by clicking the ‘Work’ icon at the top of the page, clicking Groups, and then scrolling down to the bottom of the page.
There are some limits to joining groups, such as you can only be a member of 100 groups max, and you may be missing some vital profile information that some groups require, but otherwise you’re free to browse, join, interact with, and leave groups as you please.
You could also create your own group to invite people to, but this will only have a positive ROI if you have the members to join.
Organize and Host a Virtual Event
This might be a little advanced, and you’ll want to make sure your page is set up and operating optimally, but hosting a virtual event can be an impressive way to get people interested in what you offer.
Interestingly, LinkedIn has a feature that allows you to host virtual events, and this is a great way to get people engaged with your brand directly within the platform.
You can use this feature to host webinars, live Q&As, or even just simple panel discussions.
The key here is to ensure that your event is relevant to your target audience and that you promote it heavily in the weeks leading up to it.
If you can get even just a few hundred people to attend your event, it will do wonders for growing your LinkedIn company page.
How Do You Host a Virtual Event on LinkedIn?
Hosting an event with your business page is surprisingly simple. So much so that even small business owners can make the most of these features.
Here’s a step-by-step guide on creating a stellar event that will cause buzz throughout your industry.
Come up with an event idea
Before you do anything, you need to create an event that will stand out from the crowd and draw the attention of LinkedIn groups in a way that they can’t ignore you.
This will depend on your business and branding, but don’t be afraid to get creative.
As with all online content, you need to provide value to your followers, so an event like a tutorial or free workshop can be very effective.
Whatever you choose, come up with a unique and engaging concept, and you’re sure to attract a lot of eyes.
First, you can only host an event from a company page if you’re a page admin, so make sure you are.
When you are, navigate from your LinkedIn feed to the “Admin Tools” menu and click the “Create an event” button.
Here, you can fill out a form with all relevant event information, including whether your event is virtual or physical (that’s right, you can market your physical events from this tool) and all data your audience needs to know.
Start Promoting Your Event
That’s right, creating an event is that easy. Once all the boxes have been filled out, start promoting your event. I recommend starting out slowly but then become more active the closer the event is. You want to hype it, cause buzz, and get people excited about your offer.
Share the event URL on your LinkedIn group, throughout your social network, and post details on your company website. Market your event properly to get the best ROI.
Again, it’s all about finding the right people to position yourself in front of. The right target market that suits your business. With 830 million users, you’re wasting your time trying to interest everyone.
Try to consider which relevant LinkedIn profiles would be interested based on:
- Their job title
- Respective Industry
- The seniority within their business
- The language they speak
- Their geographical locations
Over a month or two, you can go from nothing to a fully-fledged LinkedIn live event that will take your business’s authority to the next level.
Using Services and Tools to Grow Your LinkedIn Page
In addition to following all the strategies listed to grow your business page, some other tools and services can help.
Of course, you don’t need to use any of these, but they can give you an edge and help you save time by automating specific tasks or providing valuable insights.
Tools for growing on LinkedIn
Social Sprout: This is an all-in-one platform that covers many of the bases we’ve already touched on. It offers content suggestions, automated posting, and detailed analytics to help you track your progress.
Hootsuite: Another widely used social media management tool, Hootsuite can help with scheduling posts, analyzing your audience, and more.
Zoho Social: If you’re looking for a tool that’s designed explicitly for LinkedIn, Zoho Social is a great option. It has all the features of the other platforms but with some added extras that are perfect for LinkedIn pages.
TalosGrowth: Understandably, growing a LinkedIn page is a lot of work, but thankfully, if you’re a small business that has a ton of other tasks to be getting on with, you can automate the process with TalosGrowth. The tool automatically interacts with your LinkedIn posts, whether you’re responding to someone who reached out or one of those LinkedIn recommended posts notified you. It’s basically a powerful tool to help you interact with real people and gain real, engaged followers.
Buffer: Buffer is similar to Hootsuite and Socialsprout, offering a suite of tools to help with everything from scheduling to analytics.
As you can see, there are many ways to grow your LinkedIn company page. By following the steps and strategies in this guide, you’ll be well on your way to increasing your followers, engagement, and brand awareness. So what are you waiting for? Get started today
Frequently Asked Questions
Can you convert your personal LinkedIn page into a business page?
No, you can’t convert your personal LinkedIn page into a company page. Also, it’s essential to have a completed personal LinkedIn account if you want to create a company page.
- You must also meet the account criteria, which include;
- Your account must be at least seven days old
- You must have a profile strength of Intermediate or All Star
- Show that you’re currently an employee at the company you wish to create a page for
- List your company position on your profile
- Have several first-degree connections (there’s no specific number you must reach, but the more you can include, the better)
- Be associated with a company email address that has a unique company domain
Are LinkedIn company pages worth it?
Absolutely. The ability to showcase your brand, build thought leadership, and increase web traffic are only a few of the reasons you should have one.
LinkedIn company pages help businesses in many ways, including:
- Generating leads and sales
- Attracting top talent
- Building thought leadership
- Increasing web traffic
- Improving SEO rankings
- Showcasing your brand
How much does a LinkedIn company page cost?
To create a company page on LinkedIn and run it is free, but there are premium tiers available for your personal account if you want to increase functionality and the number of tools available to you.
You can get started with your company page on a free LinkedIn account, but the best experience will come from the premium tiers. There are four tiers available, including Career, Business, Sales Navigator Core, and Recruiter Lite.
Now that you understand how to create and grow your LinkedIn page, it’s time to start. Remember, being unique and engaging with your target market is vital. Make them feel valued and give value to them. If you can do that, you’re sure to see success, and your company profile will soar.
Engaging with other people will help your profile to be discovered if you are looking in automating this process. Check out TalosGrowth.