LinkedIn is a great tool for social networking. What makes it different from other social network sites is the Companies Page. Given that Facebook and other social networking sites also have them, LinkedIn is different because of the professionals and other business related parties making up the audience. Its Company Pages clearly have a B2B-oriented feel to them that’s still hard to find in other mainstream social networking sites.
But what a Linked Company Page truly offers are the neat additional features. The use of slideshow images to bring more attention to your top headlines, video clips to support and promote your products and detailed statistical reading of your posts or page itself to understand your audience more. You can use these new features to give your pages the interactive and professional look you always wanted in a B2B profile.
Add a Company
Let’s start off with adding you company into the list. First enter your company’s name and the email address you use in your company. In order to successfully make a company profile, you need to have a valid email address with your company’s domain or you won’t be able to create a profile. (Something similar to firstname.lastname@example.org)
Your company’s domain name is unique so do be careful. Once you use your company’s domain name, LinkedIn will record it in its registry. If, for example, you are one of six companies under one domain then the system won’t register you since one of the other companies had already used the domain to create a company page for themselves. Why LinkedIn uses this kind of restriction either its simply part of the system they created or for security reasons.
Start with the Basics
Once you’ve made your company page, start by filling out general information about your organization such as:
- Company’s name
- Company’s website URL
- Date founded
- Headquarters’ address.
These are not only necessary to for identifying your company but can also promote it if done correctly. All these will be placed on your Home Page. Though most of this information usually lands in the About Us section at the bottom, it doesn’t make it less important. This allows you to give a brief summary of what your company is and helps provide all the necessary information what potential clients looks for.
Logo & Cover Photos
While the Logo is already an essential element of your company’s brand, you also need it on your company’s profile since it acts like your avatar on LinkedIn.
The cover photo feature is just like Facebook’s except smaller and better. (Facebook allows a dimension of 851 x 315 pixels while LinkedIn allows only 646 x 220). Why is that better? In exchange for the smaller size, you can upload up to 3 different types of cover photos that act as a slideshow. You can use this to help provide the latest and top highlighted updates of your company with the use of promotional images. These images can also be hyperlinked to the page of what you promoted it for.
Before posting a link in your company’s page, you are given two extra options before posting, one of which I find amusing.
- Whenever you post an update, it normally comes in with only links and headlines with a little summary. Recent features though now allow you to attach supporting images that can also be a mini slideshow to give it more attention.
- The second part is where you can control the amount of characters underneath the textbox. This will help you keep the message in your posts short and concise. This way you don’t have to worry about sentences ending abruptly due to the limited size.
- Another feature lets you refine the target audience of your posts, either to all or a select number of people.
- The final feature involves metrics. You won’t only get figures for impressions, clicks and shares, but also a percentage of how many people engaged in your post. This is one more way to see how well your page does and to better understand your audience.
This feature allows you to advertise job openings in your company. For regular company pages, snapshots of employees can be uploaded into this page. Meanwhile premium users can edit a much wider cover photo for it and post vacant positions. Asides from additional customization, premium users can also add in more videos.
The Products & Services Page
While the main page allows you to socialize and promote your company, the Products & Services page is where you bring in details of what your company really is about.
Now you might believe that most people still look for information on your site. However, there can be first time potential clients who’d prefer encountering you on LinkedIn instead. You can also utilize this page to divide traffic and sales. Separate them by providing links for those who are looking for more information or a link for clients who actually wants to purchase from you. Adding in products and services is quite easy since customization is made simple here. You can add in key features, links, contacts, videos and other promotion methods.
There’s also the Recommendations section. In this section, you can see how many people have recommended your products from your network which is a great way in knowing the flow of how your products or services are doing.
Among all of the features, the Insights Page has a more comprehensive purpose. So using this page to your advantage would pay-off to your marketing efforts. You will find in this page all the statistics on your target audience as well as their impressions and engagements on your company’s page. These are breakdowns and records of your past posts, updates, and other interactions you have conducted.
Taking advantage of all these new features doesn’t mean you aren’t quite done yet. Remember to take a closer look to all your pages. Update regularly, promote more products effectively, worship the reviews given to you and always take a better look at your insights.