LinkedIn for Business: The Ultimate Guide

LinkedIn for Business: The Ultimate Guide

With over 675 million users worldwide, LinkedIn is the world’s largest professional network allowing users to build greater connections and manage a professional identity. The platform provides access to crucial insights and opportunities, enabling brands to kickstart their company’s organic growth.   

However, the real power of LinkedIn isn’t always about making connections, but rather tapping into existing relationships to attract top talent and establish your company as a thought leader. In fact, LinkedIn is the top-rated social network for lead generation, making it an invaluable addition to your company’s digital marketing strategy. 

If your digital marketing strategy isn’t maximizing all the features of LinkedIn, it’s time to beef up your profile and step up your game. Driving meaningful business results and boosting brand awareness starts with building a comprehensive company page. 

Read on to discover how to create a top-notch LinkedIn business profile and pair it with a winning digital marketing strategy to create new contacts and ultimately grow your business.

Let’s get started. 

How to Set Up a LinkedIn Business Page

Whether it’s building a new piece of furniture or setting up a fresh social media page, assembling new things can be a pretty daunting task. However, building a company page on LinkedIn is much easier than it sounds. 

In fact, all you need to get started is an existing personal LinkedIn profile, then you can start benefiting from a company page on LinkedIn by following these five simple steps. 

1. Create a New Company Page 

To get started creating a company page, head to the LinkedIn Marketing Solutions portal and click on the big blue Create Your Page button. You will then be prompted to choose the size of your company (i.e. small, medium, or large business), which will help customize your setup experience.

After choosing the size, LinkedIn will automatically create the shell of your company page. All you have to do now is fill out the details. Make sure to share as much information as possible as this will eventually make it easier for other users to find your business on the platform.

Don’t forget to add your company logo as it will serve as the company’s profile picture on LinkedIn. Use a square logo, sized to 300×300 pixels so that the image is crisp and clear. 

Once you’ve filled in all the necessary information, scroll down to the bottom of the page and click on the blue Create Page button. 

2. Add a Cover Image 

Next, you’ll be prompted to add a cover photo that captures the feel of your business. A high-quality cover photo on LinkedIn should be 1536×768 pixels. If you’re in need of some inspiration, consider checking out what other businesses are using for their profile. 

Additionally, it’s never a bad idea to switch out cover photos for holidays or celebrations. Your company page is a direct reflection of your brand’s personality, so whatever image you decide on, make sure it’s eye-catching and professional. 

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3. Compose a Company Description

You’ll now have the opportunity to compose a 2,000-character description of what your company does, and why potential followers should care. In many ways, this description functions as a first impression and will have a direct impact on whether or not users decide to follow your company page. 

Therefore, it’s imperative that the description is of high quality and is carefully crafted. Consider including your marketing and content team in writing the description in order to create the best version possible. Google search results have a 960-pixel limit, so pay close attention to the first 120-160 characters of the description as that’s what will appear in the Google preview of your company page. 

Underneath the description, there is an opportunity to add up to 20 company specialties that act as keywords. These tags will help other users locate your business, so make sure not to skip them. 

When deciding on keywords to include, consider the various products, services, and strengths that are representative of your company.  

4. You’re Ready to Go Live 

Alright, you are now ready to go live! Click on the Publish button and your company page will become available for others to view. 

To make sure that the page is appearing properly from the visitor perspective, click on the Go to ‘View as member’ button at the top right of the page. If everything looks ok, great! If not, you can always click on the Manage page button to make any necessary changes. 

5. Manage Page Administrators 

Managing a LinkedIn account can be a lot of work, therefore it’s a good idea to get some helping hands on board. Whether it’s your marketing or content team, choose a few employees who can help administer your page.

To get started adding a team member, click on the Me icon at the top of your LinkedIn page, and then choose your company page under the Manage section. 

Next, click Admin tools at the top right, and then select Page admins. All you have to do next is add your team member by name and they can begin easing the workload. Pretty simple, right?

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How to Build a LinkedIn Marketing Strategy 

Now that your company page is set up on LinkedIn, you can begin creating an effective marketing strategy that will drive business results and educate potential customers on your products and services. 

Stay tuned to learn everything you need to know about successfully marketing your brand on LinkedIn. 

1. Target Customers and Connections

The first step to building a successful LinkedIn marketing strategy starts with identifying a target audience and carefully crafting high-quality content that will speak directly to those connections. 

On LinkedIn, a company page can start developing a social media community by forming connections with other industry leaders and building upon those meaningful relationships. Company pages who post and share resourceful content will have an easier time growing a follower base and creating and encouraging engagement.

For brands that operate exclusively with B2B marketing, LinkedIn can be the perfect platform for reaching out to potential customers and raising brand awareness. Company pages also should spend an ample amount of time promoting their new LinkedIn page on other social media platforms. 

2. Publish and Share Relevant Content 

One of the best ways to grow your LinkedIn community is simply by posting and sharing high-quality content. Unlike other social media platforms, LinkedIn is a place for polished and professional posts that either teach others how to solve a problem or give valuable industry advice. 

Sharing a blog post or a news article is a great way to inform followers and spark engaging conversations. Routinely posting about industry updates may also assist in fostering important connections with other thought leaders. 

Although company pages can’t participate in publishing articles using the LinkedIn publishing platform, others within the company ecosystem have the ability to write and share engaging articles in which the company page can then share. 

Company pages on LinkedIn should carefully consider how to drive meaningful traffic from each post. This may be achieved by linking content to the company website or curating posts that speak specifically to boosting brand awareness, and don’t forget that content can also be shared through LinkedIn stories. 

Timeline of social media stories functions

3. Include Visual Media Content 

With millions of company pages floating around LinkedIn, brands must find a way to make their content stand out from the crowd – and text-only posts aren’t the best way to do it. In fact, LinkedIn data shows that visual content, such as posts with images, typically receives 98 percent more comments.

This means company pages on LinkedIn should consider implementing various forms of visual content into their routine posts. Sharing YouTube videos or photographs can make a seemingly simple LinkedIn post generate as much as 5 times more engagement

Additionally, going live on LinkedIn has the potential to generate up to 24 times more engagement, which incentivizes companies to hold presentations or webinars live on LinkedIn. This is not only a great opportunity to boost engagement but a chance to grow new connections into valuable relationships. 

Keep your posts on a consistent schedule and effortlessly oversee your publishing performance with the LinkedIn Scheduling Tool. Schedule your publishing on an editorial calendar, set team approvals and measure and analyze performance in seconds.

4. Participate in LinkedIn Groups

LinkedIn groups are a gateway into networking with other business professionals and building connections with important industry leaders. This can be a valuable tool for company pages as it is an opportunity to learn more about available resources and target potential clients. 

To get started, it’s important to find a group with interests that align with your business goals. To do this, use the search feature at the top of your LinkedIn homepage to sift through different professional groups or check out LinkedIn’s suggested groups.

If you’re having a hard time finding a group that fits your company’s needs, chances are there are plenty of other users who are struggling to find a fit as well. In this case, you can also create a new group based on whatever topic or industry you’d like. This feature is great for niche industries that may not have found a home on the platform yet. 

5. Create a Content Calendar  

Publishing content regularly is the key to establishing and growing any social media account. On LinkedIn, it’s especially important that company content is both insightful and resourceful for your industry or followers.

Avoid flooding your followers’ social media feed just to stay on a routine posting schedule. Publishing poor quality content will often cause followers to tune you out and even unfollow you if it becomes more of a nuisance than a resource.  

Therefore, keeping your company’s LinkedIn page carefully updated with high-quality content often starts with building a content calendar. A social media content calendar is a strategic plan for social media posts in the future.

If your company’s LinkedIn is in desperate need of a content calendar, here is a simple guide on how to create a social media content calendar with ease. Learn more about curating relevant content to fill the gaps and create a calendar that flows seamlessly from one month to the next.

6. Encourage Employee Interaction 

As much as we’d like to deny it, oftentimes no one loves your company’s content more than your employees. While we’d like to think that our LinkedIn followers are jumping for joy every time a new blog gets published, it’s more likely that the company team who put it together are the ones celebrating. 

With that being said, it’s a good idea to funnel your employees’ enthusiasm onto the company LinkedIn page. This not only grabs the attention of external users but also brings real excitement and positivity to your brand’s online personality. 

Depending on your employees’ relationship with LinkedIn, incorporating faculty onto the company page may require sending out a step-by-step guide on how to create a personal profile or simply sharing updates via a Slack channel. 

Either way, think of the company page like a football game and your employees as the cheerleaders. If the employees are excited about your company’s content, chances are others will be too.  

7. Consider the LinkedIn Algorithm 

Just like other social media platforms, LinkedIn features a precarious algorithm that works to rate and rank your content comparatively. Luckily, LinkedIn is much more transparent about how the algorithm operates, allowing users to optimize their posts. 

There are four key elements of the LinkedIn algorithm in which all users, especially company pages, should both understand and keep in mind when posting new content: 

  • Bots evaluate your content’s quality, looking out for any spam that needs to be hidden. Therefore, it’s imperative that all company posts are of high quality and cannot be mistaken for useless content. 
  • Initial engagement is super important, including how many likes and shares a post receives. If users are hiding it from their feeds or marking it as spam, the algorithm will likely label it as spam. Once again, the quality of content matters the most when posting on LinkedIn. 
  • Account credibility plays a role in how many users are recommended to your content. The algorithm looks at aspects such as engagement and quality in order to sift through spam accounts. 
  • Human editors review content and decide which pieces should be displayed, removed, or even boosted. 

Although the algorithm of any social media platform can be tough to beat, LinkedIn is as transparent as they come. Success on LinkedIn means keeping things professional and resourceful so that everyone’s feed can stay filled with top quality content. 

From knowing what content your audiences love to what content works for your competitors, learn how to boost engagement across channels with the content strategy tool. Stop wasting your time and money on content that no one wants to see. With AI persona mapping, you’ll instantly know what content to create and for who.

8. Use LinkedIn Ads

LinkedIn’s advertising platform provides company pages with exceptional targeting capabilities, allowing brands to incorporate a sharp focus into their social media marketing strategy. 

Using detailed information about their professional interests, associations, and skills, brands who advertise on LinkedIn waste zero time targeting and reaching their intended audience. 

Here is a quick overview of all the different self-service advertising solutions that the LinkedIn platform offers:

  • Sponsored content: Boost your company’s posts and reach a wider audience by sponsoring your content. This tool is a surefire way to lead people back to your page and drive meaningful traffic. 
  • Text Ads: These advertisements often appear on the LinkedIn homepage, profile pages, group pages, and search results pages. They are organized as a CPC or CPM and are aimed towards generating leads. 
  • Sponsored InMail: Just like email marketing, LinkedIn offers to send customized ads to LinkedIn members’ inboxes. Moreover, ads are only sent to active users, making them more likely to be noticed. 

Learn more about the four different campaign types offered on LinkedIn and how to measure, analyze, and optimize your advertisements with the ultimate guide to LinkedIn advertising.

9. Monitor LinkedIn Analytics 

Unfortunately, the recommended posting times for LinkedIn (or any social media platforms for that matter) aren’t a one size fits all. However, thanks to LinkedIn analytics, your company page has the potential to identify the best posting hours and content that works wonders for your brand. 

LinkedIn analytics gives companies detailed insight into what kind of content your followers are most likely to engage with, understand your follower demographics, and track traffic and activity on your company page.

Ready to get started? Simply click on the Me icon at the top of your LinkedIn Page, then choose your company page under the Manage section. Click on the Analytics tab and then choose either Visitors, Updates, or Followers.

Regularly monitoring your company’s LinkedIn analytics will help your brand understand how to better serve and engage with your social media community. Whether it’s switching up content styles or moving around posting times, LinkedIn analytics will help optimize your brand’s presence on the platform. 

The Takeaway 

LinkedIn is a highly useful tool for industry professionals and companies alike. It’s one of the only social media platforms designed specifically to raise brand awareness, promote career opportunities, and share engaging content with others. 

The professional networking site is chock-full of top talent, making it crucial that your brand can speak through the chaos and reach a target audience. Make sure to post regularly while maintaining a high standard for content and build meaningful connections along the way.  

Although your company might be new to the LinkedIn community, as long as you stick to a strong marketing strategy your page is well on its way to building credibility, creating a valuable network, and becoming a thought leader in your industry. 

Marketing Specialist

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