LinkedIn Company Pages: Your Secret Weapon

Liz Wilson
Liz Wilson Owner, CONTENT Works

Posted on December 7th 2012

LinkedIn Company Pages: Your Secret Weapon

5 reasons for a LinkedIn company pageDo you need a LinkedIn company page for your business? Or will a personal profile do?

Being a freelance writer, editor and content person who has to be visible to be employed, I had spent a chunk of time on my LinkedIn profile, but never bothered with a company page. Then I joined the 30 Day Linking Blitz (#30dlb) on LinkedIn and heard people talking about the advantages.

But where to start? What to put on it? How to get people to it? How much work to put into it?

To find out I interviewed Des Walsh, LinkedIn specialist, social media strategist, speaker and coach, founder of the #30dlb, co-author of LinkedIn for Recruiting (email required) and 5 Simple Steps to Getting Started on LinkedIn (email required).

Des reckons your business, large, small or an individual, should definitely have a LinkedIn company page – unless you are sure your target customer will not be there.Des Walsh - LinkedIn company page

But because LinkedIn recently redesigned company pages, many businesses are still feeling their way. “They put it up there, and they don’t read what’s possible, and they don’t have somebody who sees it as a marketing opportunity. They see it as one more chore,” says Des. “The race goes to the swift. Get in now and others will be catching up.”

5 reasons to create a company page today

1. A company page is like having a free website

“Your page is an amazing resource – a website where you can display all your products and services, where you can put up videos, where you can put up really nice pictures displaying your products, where you can put updates every day if you like, where you can change it at any time you like without having to go to a web developer and pay them money,” says Des. And you don’t need to be a Premium member.

2. A company page is great for search

It’s easy for your page to be found because LinkedIn has a granular, sophisticated search where searchers can specify detailed criteria such as business type, specialism, location and a certain radius. Des says: “People overlook that searches on Google regularly and often prominently often bring up a LinkedIn reference. It’s another way to get your name out there.” However, the search does not work well on a hyper-local basis.

Searching pages yourself is a great way to identify competitors.

3. No need to be a registered company or incorporated body

Individual services providers and small businesses can have company pages. You can have different pages for different activities. “If you were running two completely different businesses – take a tourist business and an online advice business – you could have separate company pages. There’s just a bit more management involved,” Des says.

4. Your content already exists

It is fine to repeat the content you have on your web page or elsewhere online. Des says: “People decide what they want to see, they don’t necessarily go where you want them to go.”

The first content to add is a description of your company. The second is information about key people – partners, employees etc. Their personal and professional profiles should link to the company page. Use the same SEO keywords you use for your website.

Add updates (text, pictures, videos) about new products and services, customers , special offers and so on. Your aim is to have people follow your page so they see all of this.

5. Surprising types of business can benefit

We think of LinkedIn as a B2B marketplace – but that doesn’t limit its usefulness to professional service providers. Des gives the example of a gift basket business that generated sales by using keywords like ‘corporate gifts’ and putting up pictures of the baskets. Cafés and restaurants can benefit if, for example, someone has a posting to a new location and wants to find out what it’s like.

Convinced? Get your page up and running with these resources

Basic

Guide to setting up your company page from LinkedIn Learning Centre

5 Strategic Tips for Creating a Killer LinkedIn Company Page by Neal Schaffer at Windmill Networking

Advanced

Turn Your LinkedIn Company Page into a Sales Magnet by Frank Isca at Business2Commnity

13 Brands Using LinkedIn Company Pages Features the Right Way by Pamela Vaughan at Hubspot

Questions for Des? Tips to share? Over to you in the comments.

Liz Wilson

Liz Wilson

Owner, CONTENT Works

Liz Wilson writes copy in the Marketing Communications team at Orange Switzerland and blogs about content, copywriting and social media at CONTENT Works

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Comments

Hi Liz, from my opinion. Personal relationship is very important for a freelancer writer. Rather than having a company page (I don't have one), we should focus on individual Linkedin profile to build relationship. Unless, someone can prove to me that people search on company pages more than individuals, than I may start one.

 

Hi Kent, Thanks for the comment. I completely agree that personal relationships are hugely important for generating business. As to LI company pages, I'm not sure it's a case of either/or. Rather, I think it's a good idea to have both to increase your chances of being found by potential clients/customers. I've just set mine up so will be monitoring how useful it is.

Hi Liz, I agree with you. Having both can increase our chances of being found by potential clients. But if we have a company page with only one employee/employer/staff, most big companies will have less confidence. Maybe your country is different compared to Malaysia.

Hi Kent, That's a good point, thank you for making it. I believe that in Europe, where I am based, it's OK to have a LinkedIn company page if you are a solopreneur or small business just as it's fine to have a website or blog - as long as you are honest and upfront about the fact that you are indeed a small outfit.

But as you say, perhaps there are cultural differences between Europe and Asia. 

What does anyone else think?

 

LinkedIn company pages are very important for any type of business.  It is a free and easy way to gain more exposure for your company.  Companies should start seeing LinkedIn as a new way to market themselves instead of as a "chore" to keep up with.