Are you just getting started with LinkedIn for business? Need help creating and growing a LinkedIn company page?

LinkedIn share their tips for beginners in this infographic.

Here’s a quick summary of what they cover:

• Completing your page
• Growing your followers
• Posting engaging content

Check out the infographic for more detail.

 

LinkedIn is the go-to platform for professionals and businesses to connect, network, and grow. With over 900 million members worldwide, LinkedIn offers businesses an excellent opportunity to establish a presence and engage with industry professionals, potential clients, and employees. Whether you’re a small business owner or an individual looking to promote a company, creating a LinkedIn Company Page can open up new growth opportunities.

This guide will walk you through the essentials of setting up and growing your LinkedIn Company Page, from completing your page to growing followers and sharing engaging content. Let’s get started!

Completing Your Page

1. Optimizing Basic Information

Filling out the basics may seem straightforward, but each detail contributes to first impressions and affects how searchable your page is on LinkedIn.

Company Name and Handle

• Keep It Consistent: Use your full company name, as you would on your website or other social media channels. This consistency improves recognition and professionalism.
• Select a Custom URL Handle: LinkedIn allows companies to set a custom URL handle (e.g., linkedin.com/company/yourcompany). Use your business name in the URL, keeping it clean and easy to remember. This handle will help users find you more easily and is also helpful for sharing in other marketing materials.

Profile Picture and Cover Image

• High-Quality Logo: Choose a high-resolution version of your logo (ideally 300×300 pixels). A clear, recognizable logo helps visitors quickly identify your brand. Avoid images with text or details that may be hard to see at a smaller scale.
• Cover Image with a Message: A compelling cover image can capture attention and set the tone for your brand. Choose an image that represents your company’s mission, values, or core products. You could also use the cover image to convey a slogan, highlight a new product, or showcase customer testimonials. Just ensure that the cover image aligns with your brand’s color scheme and overall aesthetic for consistency.

Tagline

• Craft a Clear and Engaging Tagline: Your tagline should communicate what your business does and who it serves in a concise way. Avoid jargon and get to the point—focus on value and impact, like “Helping small businesses streamline their operations” or “Innovative tech solutions for healthcare.”

2. Writing a Strong ‘About Us’ Section

The “About Us” section is one of the most important sections on your LinkedIn Company Page, serving as your brand’s elevator pitch.

Be Clear and Comprehensive

• Describe What You Do: Begin with a brief statement that explains your company’s primary offering. Avoid industry-specific jargon that might confuse people outside your field.
• Highlight Value: Follow up with a few sentences about what makes your business unique. What problems do you solve? Why should clients or partners choose you over competitors?
• Include Your Mission: Many users like to know a brand’s purpose, so adding your mission statement can build a connection. Share how you aim to make a positive impact in your industry or community.

Optimize for SEO

• Use Keywords Thoughtfully: Include industry-specific keywords to help users find your page more easily. Think about terms potential clients or customers might search for on LinkedIn.
• Structure for Readability: Use short paragraphs, bullet points, or lists to break up the text and make it easy to read. Avoid large blocks of text; instead, focus on concise, engaging sentences.

3. Link to Your Website and Contact Information

Website URL

• Direct Link to Relevant Pages: If you offer multiple services, consider linking to a specific landing page or service page rather than your homepage. For instance, if your main goal is lead generation, link to a page with a clear call-to-action (e.g., a consultation request form).

Contact Information

• Provide Contact Options: LinkedIn allows you to list your contact information, including phone number, email, or physical address if applicable. Offering multiple contact options can encourage people to reach out.

4. Defining Location(s)

Including your business’s location not only builds credibility but also increases discoverability for people in your region. Here’s how to optimize it:

• Headquarters and Additional Locations: If your business has multiple locations, add each of them. LinkedIn’s location tags make it easy for local users to find you, which is especially beneficial for businesses with regional clients.
• Remote-Friendly Options: If your team operates remotely or offers global services, you can state “Global” or “Remote” in addition to a physical headquarters location to clarify that your services aren’t limited by geography.

5. Specifying Industry and Company Size

The “Industry” and “Company Size” sections help people understand your brand’s background and capabilities.

• Choose the Closest Industry Category: Select the industry that most accurately reflects your business. This choice impacts LinkedIn’s algorithm and influences how LinkedIn recommends your page to users. If your business spans multiple industries, pick the one that aligns best with your primary offering.
• Accurate Company Size: Specify the actual size of your company. This can build trust with your audience, as it provides context about your business’s scale and capabilities.

6. Using Hashtags and Featured Content

Hashtags

• Choose Up to Three Relevant Hashtags: LinkedIn allows you to add three hashtags to follow, which enables you to participate in relevant industry conversations. Use hashtags related to your niche or brand values, such as #sustainability, #digitalmarketing, or #techsolutions. These help users interested in similar topics discover your content.

Featured Content

• Pin Important Posts or Media: LinkedIn allows you to “pin” certain posts or media to your page, which is an excellent way to highlight top-performing or important content. Consider pinning posts about new products, awards, upcoming events, or key milestones.

7. Showcasing Products and Services

LinkedIn’s “Products” feature (available for specific business categories) lets you create dedicated sections for each product or service you offer.

Describe Each Product Thoroughly

• Focus on Benefits, Not Just Features: Describe what each product does and how it solves a problem for your audience. Use client testimonials, statistics, or case studies where possible.
• Include Visuals: High-quality images, videos, or downloadable documents can help viewers understand your offerings better.

Add Links and Media

• External Links to Product Pages: Link directly to each product or service page on your website, providing visitors with a seamless way to learn more or make a purchase.
• Add Videos or Demonstrations: Short, informative videos or animations are especially engaging. If you have demo videos, product introductions, or customer testimonials, include them here.

8. Encouraging Employee Connections and Engagement

LinkedIn is unique in that it shows the number of employees who work at your company, allowing visitors to see team members associated with the brand. Encourage employees to list your company as their workplace to enhance your brand’s credibility and reach.

Employee Advocacy

• Encourage Employees to Follow and Share: Employees can help increase the page’s visibility by following it, sharing its posts, or mentioning it in their own LinkedIn posts. This creates an organic network effect as your content reaches their connections.
• Feature Key Employees or Departments: Showcase achievements or milestones of employees or departments. Highlighting employees adds a personal touch, fosters loyalty, and allows audiences to see the human side of your business.

Enable LinkedIn’s Employee Notifications Feature

• Keep Employees in the Loop: This feature allows you to notify employees when you post important updates or content. They’ll be prompted to interact with it, which can increase engagement with your posts and make your brand more visible in their networks.

Completing your LinkedIn Company Page with these strategies will make it an informative and professional-looking destination for clients, partners, and potential employees. Taking time to thoroughly complete each section also shows that you’re invested in your brand’s LinkedIn presence, which builds trust with visitors and enhances your credibility.

Investing in a detailed, comprehensive LinkedIn page now can drive more traffic to your page, improve engagement, and lay the foundation for a robust LinkedIn marketing strategy in the future.

Growing Your Followers

1. Optimize and Complete Your Page First

Before promoting your page, ensure it’s fully complete and looks professional. A well-built page increases the likelihood that visitors will follow you. Optimizing each section—like your company logo, tagline, cover image, and “About Us” description—creates a cohesive brand impression that’s more likely to attract and retain followers.

2. Invite Employees and Personal Connections

Employees and close connections are your brand’s natural ambassadors. By encouraging them to connect with and follow your page, you create a foundational audience who can engage with your content, making it more visible to their extended networks.

Employee Engagement

• Encourage Employees to Add Your Company as Their Employer: When employees list your business as their current place of employment, they contribute to your page’s credibility and visibility on LinkedIn.
• Use Employee Notifications: LinkedIn has an option for company pages to notify employees about new posts, which can prompt them to like, comment on, and share the content with their own networks.

Personal Connections

• Use Your Personal Profile for Promotion: Share the page’s link on your personal LinkedIn profile and encourage connections to follow. This strategy is especially helpful for small businesses, as connections in your network often support and follow your page.

3. Leverage LinkedIn’s ‘Invite Connections’ Feature

LinkedIn allows page admins to invite personal connections to follow their company page. This feature is highly effective for growing a small business’s LinkedIn presence quickly, especially when starting out.

Tips for Using the ‘Invite Connections’ Feature

• Be Selective: Avoid mass invitations. Instead, carefully choose connections who are likely to be interested in your business or who could become advocates for your brand.
• Personalize the Invite Message: LinkedIn doesn’t always allow personalized messages with invitations, but if the option is available, use a friendly and professional message. Mention how following the page could benefit them (e.g., industry updates, expert insights, special offers).
• Use Monthly Invitation Credits Wisely: LinkedIn grants a limited number of invites per month. Use these strategically to maximize engagement, starting with connections who have shown interest in similar content or industries.

4. Publish Valuable and Consistent Content

Creating a steady stream of valuable content is one of the most effective ways to attract followers. Content quality and consistency matter because they establish your brand as an industry authority and keep your followers engaged.

Content Ideas

• Industry News and Insights: Share news and trends that are relevant to your audience’s interests. Adding your perspective on the latest industry developments helps position your business as a thought leader.
• How-To Guides and Tips: Provide practical advice that is useful for your target audience. Guides, tips, and actionable advice make your page a valuable resource.
• Employee Spotlights and Company Updates: Humanize your brand by showcasing your team’s expertise, achievements, and personality. Company milestones, behind-the-scenes photos, and employee stories build trust and engage potential followers.

Posting Frequency

• Maintain a Regular Posting Schedule: Consistency is key on LinkedIn. Aim for at least 2-3 posts per week, but adjust based on audience engagement. Posting regularly keeps your page active and more likely to appear in users’ feeds.

5. Engage with Your Audience

Building a loyal following on LinkedIn requires active engagement with your audience. Interactions signal to both the LinkedIn algorithm and potential followers that your page is an active and engaging resource.

Respond to Comments and Messages

• Reply Promptly and Thoughtfully: Responding to comments on your posts, even a simple “Thanks for your feedback!” can create a positive interaction and encourage followers to return.
• Engage in Conversations: Where relevant, ask questions in replies or spark discussions by addressing interesting points. This kind of active engagement makes your page more personable and inviting.

Use LinkedIn Polls and Interactive Content

• Create Polls to Involve Your Audience: Polls are a great way to invite audience participation and gather insights. Ask questions that tap into topics your followers care about or that relate to your industry.
• Utilize Interactive Content: Content like infographics, videos, and carousels is visually engaging and often garners more interaction than text-based posts. Experiment with different formats to see what resonates most with your audience.

6. Utilize Hashtags to Increase Discoverability

Using relevant hashtags in your posts increases the likelihood that people outside your network will see your content. It also categorizes your posts, helping you attract followers who are interested in the topics you discuss.

Choosing the Right Hashtags

• Combine Niche and Broad Hashtags: Use a mix of broad industry hashtags (e.g., #Marketing) and more specific, niche tags related to your business (e.g., #DigitalMarketingTips). Broad hashtags increase visibility, while niche tags attract a targeted audience.
• Experiment and Adjust: Monitor which hashtags bring in the most engagement and adjust your hashtag strategy as needed. You can use LinkedIn’s hashtag suggestions to find popular and relevant hashtags for your industry.

7. Collaborate with Influencers and Industry Partners

Partnering with industry influencers or companies can give your page an instant boost in visibility and credibility.

Influencer Collaboration

• Identify Relevant Influencers: Look for influencers in your industry who align with your brand values and have an engaged audience. Even micro-influencers (with smaller, highly engaged followings) can be impactful for small businesses.
• Collaborate on Content: Invite influencers to co-author a post, host a LinkedIn Live session, or participate in a Q&A on your page. When influencers share the collaboration on their page, their followers may start following your page.

Industry Partners and Local Businesses

• Feature Other Businesses: Tagging or featuring other local businesses or industry partners in your posts can create goodwill and encourage reciprocal promotion.
• Participate in Shared Campaigns: Partner on campaigns or events, like virtual summits or industry discussions. Cross-promoting each other can help both companies gain followers who are interested in related services or products.

8. Join and Participate in LinkedIn Groups

LinkedIn Groups are powerful communities where professionals engage in niche discussions. Joining relevant groups allows you to connect with potential followers who have an active interest in your industry.

Engage Thoughtfully in Groups

• Avoid Direct Promotion: Instead of posting your page link in a group, contribute to discussions by sharing insights, advice, or answering questions. If people find your insights valuable, they’re more likely to visit and follow your page.
• Add Value Consistently: Regular engagement, such as sharing informative posts or answering questions, helps establish your expertise and can lead to people discovering your LinkedIn Company Page organically.

9. Use Paid LinkedIn Advertising

For a faster follower boost, LinkedIn’s advertising platform offers targeted options that help promote your page to the right audience.

Sponsored Content

• Boost High-Performing Posts: Promote your best-performing organic posts to a wider audience. Sponsored posts blend seamlessly into user feeds and can attract new followers with valuable, engaging content.
• Target Audience Segmentation: LinkedIn Ads allow highly specific audience targeting based on factors like industry, job title, location, and more. Use these options to focus your ads on people who are likely to be interested in following your page.

Follower Ads

• Use Follower Ads for Awareness: LinkedIn’s “Follower Ads” are specifically designed to promote your Company Page. These ads appear on users’ LinkedIn feeds and are an effective way to increase your page followers, especially during special campaigns or announcements.

10. Analyze and Adjust Your Strategy Regularly

Tracking your performance on LinkedIn helps you understand what strategies are working and where you can improve. LinkedIn’s analytics provide insights into post engagement, page views, and audience demographics, giving you a clearer picture of your progress.

Key Metrics to Track

• Follower Growth Rate: Monitor how your follower count grows over time. Spikes in growth can help you pinpoint successful campaigns or content.
• Engagement Rates: Track likes, comments, shares, and other forms of engagement to identify which types of content resonate most with your audience.
• Audience Demographics: Understand who is following your page. LinkedIn’s demographic data can reveal information about follower industries, job titles, and regions, which helps you tailor your content.

Refining Your Approach

• Experiment with Posting Times: Test different times and days to see when your audience is most active. Posting when your followers are online increases the likelihood of engagement.
• Adjust Based on Trends: LinkedIn trends shift over time, so stay updated with what’s working in your industry and adapt your strategy accordingly.

Growing followers on LinkedIn is a gradual process that requires consistency, engagement, and a keen understanding of your target audience. By focusing on these strategies, small businesses can expand their LinkedIn presence and build a loyal follower base that engages with and promotes their brand organically.

Posting Engaging Content

1. Understand Your Audience’s Needs and Interests

Creating engaging content starts with understanding what your audience cares about. This involves researching your target demographic, their professional interests, and the types of content they engage with most on LinkedIn.

Tips for Audience Research

• Use LinkedIn Analytics: LinkedIn’s page analytics provide valuable insights into follower demographics, such as industry, job titles, and location. Use this data to tailor content topics that appeal specifically to these groups.
• Engage with Followers Directly: Ask questions or run polls to find out what topics your audience wants to see. For example, “What’s the biggest challenge in [industry] right now?” can generate responses that guide your content creation.

2. Craft Valuable, Educational Content

LinkedIn is a professional networking platform, and users generally look for content that adds value to their careers or businesses. Educational content that offers insights, tips, or industry knowledge is highly effective for engaging LinkedIn audiences.

Ideas for Educational Content

• Industry News and Updates: Regularly share news, updates, or analysis on trends within your industry. Adding your insights on how these changes impact your audience builds your reputation as a thought leader.
• How-To Guides and Tutorials: Break down complex topics into easy-to-follow steps or share how-to guides that offer practical advice. For example, a marketing company could share “5 Steps to Building a Content Calendar.”
• Case Studies and Success Stories: Showcase real-life examples of how your product or service has made a difference. Case studies build trust and demonstrate expertise, making them effective for nurturing interest in your business.

3. Use a Variety of Content Formats

LinkedIn supports multiple content formats, and mixing these can make your page more visually appealing and dynamic. Try to diversify your posts with images, videos, documents, and interactive formats.

Content Format Ideas

• Image and Carousel Posts: Images stand out in LinkedIn’s text-heavy feed. Use high-quality images that align with your branding or create carousel posts to tell a story or share multiple images in one post.
• Video Content: Video is one of the most engaging content types on LinkedIn. Create short, attention-grabbing videos that address key topics, share tips, or feature customer testimonials. LinkedIn videos get autoplayed in users’ feeds, increasing the chances of capturing attention.
• Document Posts: PDFs and slide decks are great for sharing in-depth information in an easily digestible format. You can upload checklists, reports, or presentations to give followers content they can save and refer to later.
• LinkedIn Polls: Polls drive interaction by inviting followers to share their opinions. For example, a financial services company could ask, “What’s your top priority in Q4: reducing costs, increasing revenue, or improving efficiency?”

4. Optimize Content with Hashtags and Keywords

Using relevant hashtags and keywords helps your content reach a wider audience by making it more discoverable. However, it’s essential to use them thoughtfully and sparingly.

Hashtag Tips

• Mix Broad and Niche Hashtags: Use a combination of broad industry hashtags (like #SmallBusiness or #Marketing) and more specific tags relevant to your niche (like #ContentStrategy or #LocalMarketing).
• Create a Branded Hashtag: Encourage followers to use a branded hashtag when sharing content about your business. This hashtag can increase engagement and create a community feel around your brand.

Keyword Optimization

• Use Keywords Naturally: Incorporate keywords relevant to your business and industry within your post copy. Focus on words that align with your followers’ searches and interests.
• Optimize First Line of Copy: Since LinkedIn shows the first two lines of text before the “See more” cut-off, make sure to place your most important keywords and attention-grabbing phrases there to draw readers in.

5. Share Behind-the-Scenes Content

Behind-the-scenes (BTS) content humanizes your brand, making it more relatable and engaging. It allows your audience to see the people behind the brand and build an emotional connection with your business.

Ideas for BTS Content

• Showcase Your Team’s Personality: Highlight individual team members or share moments from company events. For example, spotlight employees by sharing their stories, accomplishments, or expertise.
• Share Company Culture and Values: Post about your company’s values, work culture, or initiatives, like volunteer work or sustainability efforts. Followers are more likely to engage when they see that your business aligns with their personal or professional values.
• Celebrate Milestones and Wins: Share business milestones, awards, anniversaries, or other significant achievements. Celebrating successes publicly shows transparency and builds credibility.

6. Post Consistently but Strategically

Consistency in posting is essential for keeping your page active, but it’s equally important to be strategic about what you post and when.

Posting Schedule Tips

• Establish a Regular Posting Schedule: Aim to post 2-3 times per week to maintain a consistent presence. Posting too frequently can overwhelm followers, while posting too infrequently can reduce engagement.
• Analyze Optimal Posting Times: Use LinkedIn analytics to determine when your audience is most active. Posting during peak hours, such as weekday mornings or early afternoons, can increase engagement rates.
• Focus on Quality Over Quantity: Every post should add value, so don’t post just for the sake of posting. It’s better to have a few high-quality, well-thought-out posts than multiple low-value ones.

7. Encourage Engagement with Interactive Posts

Creating posts that invite your audience to engage directly is an effective way to boost visibility and deepen relationships.

Ideas for Interactive Content

• Ask Thought-Provoking Questions: End posts with questions to spark conversation. For instance, “What’s one challenge you’re facing in marketing right now?” This type of question invites followers to share their thoughts and insights.
• Host LinkedIn Live Sessions: LinkedIn Live allows you to connect with your audience in real time. Host Q&A sessions, webinars, or product demos to engage followers in a more personal, interactive format.
• Run Contests or Challenges: Offer followers a chance to win something valuable or participate in a brand-related challenge. For example, a small business could run a contest asking followers to share how they use a product creatively and tag the company.

8. Repurpose and Recycle Top-Performing Content

LinkedIn analytics can show which content has resonated most with your audience. Repurposing high-performing posts can maximize their impact without needing to create new content from scratch.

Ways to Repurpose Content

• Create Follow-Up Posts: If a post generated a lot of engagement, consider doing a part two, answering additional questions, or expanding on the topic.
• Turn Posts into Different Formats: Repurpose a popular article into an infographic, a video, or a slide deck. This provides value to followers who prefer different content formats.
• Re-share Content with New Commentary: It’s okay to re-share successful content with a fresh angle or updated insights, particularly if it’s evergreen information that remains relevant.

9. Leverage User-Generated Content

User-generated content (UGC) can be a powerful tool for engagement on LinkedIn. It adds authenticity to your page and shows potential followers that real people value your brand.

Ideas for UGC

• Feature Customer Testimonials: Share testimonials, reviews, or stories from satisfied clients or customers. If your customers tag your business in their posts, re-share them on your page to highlight positive feedback.
• Encourage Content Creation from Customers: Run campaigns that encourage customers to share their experiences with your product or service. Branded hashtags can help you track and gather UGC.

10. Track Engagement and Continuously Refine Your Strategy

The effectiveness of your LinkedIn content can be measured by analyzing engagement metrics such as likes, comments, shares, and follower growth.

Key Metrics to Monitor

• Engagement Rate: Track likes, comments, shares, and click-throughs on each post. High engagement rates indicate that your content is resonating with followers.
• Content Reach: Monitor how far your content is spreading, both organically and through shares. A growing reach shows that your audience finds your content valuable and is more likely to share it with their networks.
• Follower Growth Trends: Analyze how your follower count changes based on the type and timing of content. If certain posts or formats drive follower growth, adjust your strategy to focus on those.

Posting engaging content on LinkedIn requires a balance of relevance, creativity, and consistency. By strategically sharing a mix of educational, interactive, and brand-focused content, small businesses can build a strong following on LinkedIn that not only grows their network but also enhances their brand’s reputation and authority. Through continuous refinement and understanding of audience preferences, your LinkedIn page can become a hub of valuable, shareable content that keeps followers coming back for more.

Conclusion

Creating and growing a LinkedIn Company Page is a process that requires careful planning and consistent engagement. By completing your page with comprehensive information, strategically growing your followers, and posting valuable, engaging content, you can build a LinkedIn presence that enhances brand awareness, fosters connections, and even drives business results.

Investing time into developing a LinkedIn Company Page can lead to lasting relationships with clients, partners, and employees. With these strategies, you’re now equipped to create a thriving LinkedIn Company Page that can grow alongside your business.

This guide provides everything a beginner needs to set up a successful LinkedIn Company Page and start building a loyal follower base. Implement these steps, and with patience and persistence, your page will become a valuable asset to your business.