Creating a LinkedIn Company Page

First, let’s start with why your business needs a LinkedIn Company Page.

A LinkedIn company page can act as a second website where you can offer up information about what you do. It can also be a great marketing tool with consistent posting and engagement.

Just know that your company page will not replace your LinkedIn profile. It is so important to have a great profile. By having a company page, it’s just another way for your business to be found.

Some other great reasons why you need a LinkedIn Company Page:

• It looks professional
• You can attach it to your LinkedIn profile under your experience
• Your employees can be connected to it and share it

How to Create a LinkedIn Company Page

To create a company page on LinkedIn, click on Work on the top right-hand side and click on Create a Company Page +.

Next, choose your page type:

• Small business
• Medium to large business
• Showcase page
• Educational institution

Once you choose your page type, you can start creating your LinkedIn Company Page.

Start by entering the name of your company. LinkedIn will let you know if that name is already taken. If it is, you’ll need change it to something different (unique). You are limited to 100 characters so try and make it unique. Maybe add your location. By adding your company name, LinkedIn will generate your LinkedIn Public URL. You can either edit the link or leave it alone. I suggest taking out the dashes so it’s all one word then.

Then you want to complete your Company details and Profile details –

• Company Details includes your industry, company size and company type
• Profile Details allows you to upload your company logo and add a tagline. For best results, make your logo image 300 x 300 pixels.

Make sure to look at the Page preview to make sure everything is correct and looks good. Check the box that you verify you are an authorized representative and hit Create page.

Now you can start building your LinkedIn Company Page!

Start by clicking the Edit Page button so you can add your page information. Here you will enter a description, phone number, year founded, and then up to 20 specialties.

• Description – when it comes to writing your description, included information about your company, your products and/or services, who your ideal clients are, and problems you solve for your ideal clients. Add a call to action at the end of your description, telling people what you want them to do next.
• Skills – these are like keywords you want to be found for

If you have more than one location or are at a specific location, add this information in the locations section. If you work out of your home or don’t have a location, leave this blank.

Add up to three hashtags to associate with your page. Your page will be able to like, comment and reshare posts on these hashtag feeds.

If you run any LinkedIn Groups, you can add them under the Featured groups section. You can add up to 10 LinkedIn Groups.

Add a custom Call-To-Action button to your LinkedIn Company Page

To add or edit your CTA button, click on Buttons on the left-hand side of the edit screen.

Decide what the purpose of your CTA button will be and then choose which action you want:

Once you choose your action, add the link where people will be directed to once they click on your button.

Bring your LinkedIn Company Page to life with a cover image

Click on the pencil icon and upload an image. You can create an image by using Canva. The recommended size by LinkedIn is 1128 X 191 pixels.

Adding admins to your LinkedIn Company Page

If there are going to be more than one person managing your company page, it’s a good idea to add admins. To do this, click on Admin Tools and then Manage admins.

You must be connected to the person you want to add as a new admin. Type the name of the person in the field and select their name when it pops up. When you are done adding admins, click on Save changes.

Adding your LinkedIn Company Page to your Experience section on your profile

Now that your LinkedIn Company Page is created, let’s add it to your profile. If you have employees, share this with them so they can represent your company on their profiles.

Click on the pencil next to the experience you need to add your Company Page to.

Under Company, start typing the name of your company and select it when it appears. Then hit the Save button.

Sharing content to your LinkedIn Company Page

It’s time to start adding valuable content to your LinkedIn Company Page. This will help build that KNOW, LIKE & TRUST and establish your expertise with your potential and existing followers.

Sharing an update to your company page is similar to sharing an update on your profile.

Make sure you are on the Home page of your company page.

To share an update, click on Start a post, enter your text in the box where it says What do you want to talk about?, add your hashtags, either include a link to something, or upload an image, video, or document. You can also Celebrate an occasion, Create a poll, Offer help, Share that you’re hiring, or Add a profile. Once you have everything added, click on Post.

Once you share an update, you may want to pin it to the top of the page. To do this, click the three dots in the top-right corner of any post, and select Pin to top.

Not sure what to share? Then hit the Content tab at the top and see what LinkedIn suggests. Here you can search by topic and Industry.

When you find something you want to share, click on the Share button next to the article, add some text and hashtags and click on Post.

Growing your following for your LinkedIn Company Page

Just like any profile or page on social media, you need a following, and in order to do that, you need to invite people to follow your page. To do this, click on Admin tools at the top-right, click on Invite connections.

You can either search for the people you want to invite or select the box next to the person’s name. You only get 100 credits, which will then refill on a specific date. Once you are done selecting people to invite, click on Invite connections.

LinkedIn Company Page Analytics

LinkedIn provides analytics within your company page. This will help you understand not only who is following and visiting your page but also which content people are engaging with the most.

Click on the Analytics link and select from Visitors, Updates & Followers.

Visitor Analytics – Traffic metrics for your LinkedIn page. Shows aggregated metrics across all tabs and metrics for individual tabs.

• Visitor Highlights – Total number of page views and unique visitors over time. Data is measured across desktop and mobile for logged in LinkedIn members. Unique visitors are calculated daily and are not de-duplicated over multiple days.
• Visitor Metrics – Traffic metrics for unique visitors and page views over time. Mobile metrics include LinkedIn native apps and mobile web browsers. Unique visitors are calculated daily and are not de-duplicated over multiple days.
• Video Demographics – Aggregated demographics of LinkedIn members when they visit your page.

Update Analytics – Engagement metrics for your organic and sponsored updates over time. Shows aggregated metrics across all updates and metrics for individual updates. Sponsored metrics include Sponsored Updates and Direct Sponsored Content.

• Update Highlights – Total number of likes, comments, and shares on your updates in the last 30 days. Data is measured across organic and sponsored updates, including Direct Sponsored Content.
• Update Metrics – Aggregated engagement metrics for your organic and sponsored updates over time. Sponsored metrics include Sponsored Updates and Direct Sponsored Content. Time range filter applies to dates when your updates were viewed by LinkedIn members. *Impressions – Views when an update is at least 50% on screen for at least 300 ms, or when it is clicked, whichever comes first.*Engagement rate – Calculated as: (Clicks + Likes + Comments + Shares + Follows) / Impressions.
• Update Engagement – Engagement metrics for individual updates and is updated in real time. Data for Sponsored Updates is total of organic and sponsored engagement. Time range filter applies to the dates when your updates were created. All dates and times are in UTC. Video views are limited to the past 6 months.

Follower Analytics – Follower metrics for your LinkedIn page

• Follower Highlights – All-time followers and new followers of your LinkedIn page in the last 30 days.
• Follower Metrics – Number of new followers. Sponsored data shows followers acquired through Ads and Sponsored Content.
• All Followers – List of your Pages current followers ordered by recency.
• Follower Demographics – Aggregated demographics of LinkedIn members who follow your page. % shown is calculated as: Followers with this demographic / Total followers with standardized demographics.
• Companies to Track – See how your followers and updates compare to those of other similar companies. Time range filter does not apply to total followers.

It’s very easy to create a LinkedIn Company Page

Your LinkedIn Company Page is just one more place for potential customers to learn more about your company and ways you can help them address their pain points.