Adding your company’s profile to LinkedIn is a smart marketing tactic. It gets your business in front of potential future employees as well as potential customers. Your LinkedIn page has strong SEO value and provides a clean, professional image for your company.
But how do you actually add your company’s profile on LinkedIn? We’re explaining everything you need to know today in our complete guide to adding your business’s profile onto LinkedIn.
Step by Step Guide to Setting Up your Company Profile
Setting up your company’s profile is a straightforward process. Here’s a quick walkthrough explaining the step by step guide:
Step 1) Log in and go to Home
Step 2) Hover your mouse over Interests on the menu at the top of the page, then click Companies
Step 3) Go to the upper right corner of the page and look below the Search box for the Add a Company link
Step 4) Enter your company’s name and your work email address. LinkedIn will ask you to check a box verifying that you’re an authorized representative of the company who can legally create the page. After checking that box, click Continue.
Step 5) Fill out your company’s information and then click Publish in the top right corner of the screen. You can add as much or as little information about your company as you like. Typically, you’ll add a little bit of information today and then continue adding to it over the coming days and weeks, and then continue changing it as your company grows. Don’t forget to take advantage of your three links. LinkedIn lets you setup three links on your profile. These links pass SEO value (i.e. “link juice”) onto their targets. Plus, visitors to your LinkedIn page could visit your official website through these links. Consider pointing one link to your official website, another link to your social media profile, and another link as your company’s blog or something similar.
Continue Adding to your Company Profile Over Time
Your company is probably changing on a regular basis, so you’ll want to continuously update it over time. After you add your company’s profile onto LinkedIn, you can edit it at any time.
To edit your profile, view it on the Companies tab, then click the Admin Tools link on the right and select Edit. Some of the options you’ll want to edit over time include:
Customized Links: Change these links to pass around “link juice”. Or change them to your most active social media account.
Careers: Post job openings onto LinkedIn. If you want to put your job opening in front of a certain demographic, job type, or group of people, then you can also pay LinkedIn for a Premium job opening.
Showcase Pages: In years gone by, LinkedIn offered a Products & Services tab where you could showcase everything your business did and sold. Today, LinkedIn has a similar (but better) feature called the Showcase Pages. These Showcase Pages are an extension of your page and can be used to highlight a specific product, initiative, brand, or unit of your business. Showcase Pages are far more flexible. Plus, you can link back to specific product and service pages on your website. To access Showcase Pages, go to the Edit menu on your Company Page, then click Create a Showcase Page. You can add photos, text, and updates to each Showcase Page.
Editing your LinkedIn company profile is just half the battle: you should also monitor your analytics continuously to see if your LinkedIn page is actually helping your business.
To do that, view your profile on the Companies tab, and then click Admin Tools on the right-hand side and select Edit. You’ll see a number of options from the screen that appears, including Analytics.
That Analytics tab displays all of the information you would expect to see about your page, including page views, clicks, and unique visitors.
Treat it like analytics on your official website: you want to maximize your number of unique visitors and page views. Use your company’s website analytics to determine how much inbound traffic is coming from LinkedIn, and you can see how valuable your LinkedIn profile is to your business.
If you want better LinkedIn analytics, then you need to use everybody’s favorite social media buzzword: engagement. And the best way to build engagement is through sharing regular updates for your company.
Companies have taken the LinkedIn updates feature in all different directions. Some companies use it to exclusively share updates from their company (larger companies typically do this). Smaller companies and freelancers will sometimes take a more social approach, sharing updates from other LinkedIn members, adding their own thoughts to think pieces, and writing opinion pieces of recent industry developments.
Think of updates like this: who is your target audience, and why are they on LinkedIn?
If your business caters to a younger demographic, then they may not spend much time on LinkedIn at all, so you may want to attract them with short, sweet content pieces like list articles and funny images. They’re probably not looking for thought-provoking essays that take 10 minutes to read.
On the other hand, businesses that attract a more executive and professional crowd may want to focus on more professional updates – like well-researched opinion pieces on recent changes in the industry and how those changes affect executives.
Some companies post updates daily. Others post updates once every few months. If you’re serious about using LinkedIn as a marketing platform (which you should), then you should consider cross-posting your content to Twitter (LinkedIn lets you automatically tweet the first 140 characters of your update onto an attached Twitter account).
More Tips and Tricks for Setting Up a Company Page on LinkedIn
Add A Secondary Email Address: Adding a secondary email address to your LinkedIn account helps you retain control of your account if something bad happens – like if your account gets compromised by someone who doesn’t like your company. It’s a smart decision to add a secondary email address to your LinkedIn account – like, say, your personal email address and your work email address. LinkedIn actually warns you at the top of the page if you don’t have more than 1 email address linked to your account (plus, having multiple email addresses makes it easier for people to find you on LinkedIn, because they can use either your work or personal email to add you).
Write a Better Summary: When you’re first setting up your LinkedIn page, it’s natural to breeze through the summary. But your summary is one of the most important pieces of content about your business available online. It’s a brief description of your company, but it could be the difference between gaining or losing an employee, or winning or losing a customer. Write a compelling summary and your LinkedIn page is ready to attract the world.
Visuals Are Always Important: LinkedIn isn’t an image-heavy social media platform like Instagram. This makes the two images on your company’s profile page even more valuable. You get to post a company logo and a cover photo. Your logo is the easy one. Your cover photo should be something visually impressive that immediately catches the eye and invites customers to take a closer look.
Ask Employees to Follow your Page: Your brand new business profile looks weird with nobody following it. Ask your employees to get the ball rolling by following it. Encourage them to interact with or post on the page. Keep in mind that your employees actually appear as employees on the company page: so your customers can learn more about them and interact with them.
LinkedIn has over 250 million members and is easily the largest professional networking site in the world today. If you don’t have a company profile on LinkedIn, then your company is missing out on an easy way to expand its online presence.
- How-to Use Linkedin
- Linkedin Profile Summaries
- Linkedin Profile Writing Service
- Linkedin Profile Consultants
- How to Create a LinkedIn Company Page for your Business
- How to Create an Amazing LinkedIn Company Profile
- Top 15 Best LinkedIn Company Pages We’ve Ever Seen
- Top 15 LinkedIn Business Marketing Tips