Goal:

Successfully create a LinkedIn page for your company or client.

Ideal Outcome:

By the end of this guide, you will have created a new LinkedIn company page and set it up for growth, engagement, and success.

Prerequisites or Requirements:

You need a personal LinkedIn account and must meet a few criteria. For more details, refer to the Prerequisites for setting up a LinkedIn company page.

Why This Is Important:

A LinkedIn company page allows your business to promote products and services, grow your brand, recruit new talent, and engage with your professional community.

Where This Is Done:

LinkedIn.

When This Is Done:

When you plan to grow your company’s or client’s online presence on LinkedIn.

Who Does This:

Marketing manager, business owner, or anyone responsible for the company's online presence.

Introduction: The Power of a LinkedIn Company Page

LinkedIn is not just a platform for professionals; it’s a dynamic ecosystem where businesses can thrive. A LinkedIn company page serves as a digital storefront for your business, enabling you to showcase your brand, engage with followers, and attract top talent. With over 900 million professionals on LinkedIn, a company page is a powerful tool to increase your business’s visibility and credibility.

This guide will walk you through every step of creating and optimizing a LinkedIn company page, ensuring that you can leverage the full potential of LinkedIn to grow your business.

Prerequisites for Setting Up a LinkedIn Company Page

Before you start, there are a few prerequisites to keep in mind:

1. Personal LinkedIn Account: You need to have a personal LinkedIn account to create a company page. If you don’t have one, sign up here.

2. Account Age: If you’ve just signed up for a new personal LinkedIn account, you’ll need to wait 7 days before you can create a company page.

3. Profile Strength: Your personal LinkedIn account should be at an intermediate or all-star level. This means you’ve completed most of your profile, including adding a photo, work experience, skills, and connections. Follow LinkedIn’s profile completion guidelines to upgrade your profile level.

4. Connections: Your personal LinkedIn account needs to have several first-degree connections. Start by connecting with colleagues, clients, and industry peers to build your network.

Step-by-Step Guide to Creating a LinkedIn Company Page

Step 1: Create a New Company Page

1. Access the LinkedIn Sign-Up Page

○     Head to the LinkedIn sign-up page and click “Create Your Page.”

2. Choose Your Page Type

○     LinkedIn offers several types of pages depending on your business size and needs. Choose the type that best suits your company:

■     Small Business: For companies with fewer than 200 employees.

■     Medium to Large Business: For companies with more than 200 employees.

■     Showcase Page: For showcasing a specific brand, business unit, or initiative.

■     Educational Institution: For schools, universities, or training programs.

3. Enter Company Details

○     Provide essential details such as your company name, LinkedIn public URL, website, and industry. This information will help LinkedIn categorize your business and make it easier for users to find your page.

4. Upload a Profile Picture

○     Upload a profile picture that represents your company, usually your company logo. This image will appear in search results, on your page, and in any content you share.

Tip: Use a square image with a recommended size of 300 x 300 pixels for best results.

5. Verify Your Company

○     Tick the verification checkbox to confirm that you have the right to act on behalf of your company. Then click “Create Page.”

Congratulations! Your LinkedIn company page is now created. But the journey doesn’t end here—setting up your page for growth and engagement is the next critical step.

Step 2: Completing Your LinkedIn Page Setup

1. Set a Cover Image

Your cover image is the first thing visitors will see when they visit your page. It’s a great opportunity to visually represent your brand.

●     Add a Cover Image:

○     In your company profile page, scroll down to the cover image section and click the pencil icon to add a new cover image.

○     LinkedIn recommends a cover image with a width of 1128px and a height of 191px.

Tip: Use a high-quality image that aligns with your brand's identity. This could be a picture of your team, your office, or a design that reflects your company’s values.

2. Add a Company Description

Your company description should be concise yet comprehensive, summarizing who you are, what you do, and what sets you apart.

●     Write an Engaging Description:

○     At the top of your LinkedIn company profile page, you’ll see a carousel with actions to complete your profile. Click on the option to add a description.

○     Clearly state your mission, vision, products, and services in a way that resonates with your target audience.

Tip: Use relevant keywords that your audience might search for, and keep your tone consistent with your brand’s voice.

3. Upload a Logo

Your logo is a critical part of your brand identity. Make sure it’s visible and aligns with LinkedIn’s image guidelines.

●     Add Your Logo:

○     Click the pencil icon next to your profile picture and upload a high-resolution logo.

○     The recommended size is 300 x 300 pixels.

Tip: If your logo includes small text or intricate details, ensure that they are legible even when the logo is scaled down.

4. Add a Location

Adding a location to your company page helps users know where you’re based and makes your business appear more trustworthy.

●     Enter Your Address:

○     Scroll down to the location section, select your country, and enter your company address. Then hit “Save.”

Tip: If your business operates in multiple locations, you can add additional addresses to your LinkedIn page.

5. Add a Custom Button

A custom button is your main call-to-action (CTA) on LinkedIn. It directs visitors to take the next step, whether that’s visiting your website, signing up for a newsletter, or contacting your sales team.

●     Set Up Your Custom Button:

○     Toggle the custom button option, select a button name that best suits your business, and add the URL for that button. Then hit “Save.”

Tip: Common button names include “Visit Website,” “Contact Us,” “Learn More,” and “Sign Up.” Choose the one that aligns with your primary business goal.

6. Create Your First Post

Now that your company page is set up, it’s time to engage your audience with your first post.

●     Post Engaging Content:

○     Share a piece of content that introduces your company to the LinkedIn community. This could be a welcome message, an introduction to your products or services, or a piece of content that reflects your company’s values.

○     Click “Start a Post,” craft your message, and hit “Send.”

Tip: Use visuals, such as images or videos, to make your post more engaging. Don’t forget to include relevant hashtags to increase visibility.

7. Add Hashtags

Hashtags help categorize your content and make it easier for users to discover your page.

●     Select Hashtags:

○     Click “Add a Hashtag” and choose up to three hashtags that are relevant to your industry, products, or services.

Tip: Choose hashtags that are popular within your industry to reach a broader audience. For example, if you’re in the tech industry, you might use #technology, #innovation, or #AI.

Congratulations! You’ve completed the setup for your LinkedIn company page. But setting up the page is just the beginning—now it’s time to optimize it for success.

Best Practices for Optimizing Your LinkedIn Company Page

1. Keep Your Page Updated

Regularly updating your company page is crucial to keep it relevant and engaging.

●     Post Regularly: Share updates, company news, blog posts, and other content consistently to keep your audience engaged.

●     Update Your Information: Ensure that your company’s information, such as your description, logo, and contact details, is always up-to-date.

2. Engage with Your Audience

Engagement is key to building a strong LinkedIn presence.

●     Respond to Comments: Interact with your audience by responding to comments on your posts. This shows that your company values its followers and is active on the platform.

●     Join Relevant Conversations: Participate in industry-related discussions to increase your visibility and establish your brand as a thought leader.

3. Use Analytics to Improve

LinkedIn provides analytics tools to help you track your page’s performance.

●     Monitor Metrics: Keep an eye on metrics such as visitor demographics, post engagement, and follower growth. Use these insights to refine your content strategy.

●     Test and Learn: Experiment with different types of content, posting times, and engagement strategies to see what works best for your audience.

4. Leverage LinkedIn Ads

LinkedIn Ads can help you reach a larger and more targeted audience.

●     Promote Your Content: Use LinkedIn Sponsored Content to boost your posts and reach more users.

●     Target Your Audience: LinkedIn Ads allows you to target specific demographics, industries, and job titles, ensuring your content reaches the right people.

5. Showcase Your Company Culture

Your LinkedIn company page is a great place to showcase your company culture and values.

●     Share Employee Stories: Highlight your team members and their achievements to give a human touch to your brand.

●     Post Behind-the-Scenes Content: Share photos or videos of company events, office life, and team-building activities to show what makes your company unique.

6. Optimize for Search Engines

Just like any other digital asset, your LinkedIn company page should be optimized for search engines.

●     Use Keywords: Incorporate relevant keywords in your company description, posts, and job listings to improve your page’s searchability.

●     Backlinks: Encourage your team members and partners to link to your LinkedIn page from their websites and profiles.

Examples of Successful LinkedIn Company Pages

1. HubSpot

HubSpot’s LinkedIn page is a prime example of a well-rounded and engaging company page. They regularly post high-quality content that aligns with their brand and target audience, including educational articles, company news, and customer success stories.

2. Google

Google’s LinkedIn page showcases the company’s culture, achievements, and job opportunities. They frequently post about their latest innovations, company events, and employee experiences, making their page a go-to for tech enthusiasts and job seekers alike.

3. Microsoft

Microsoft uses its LinkedIn page to highlight its products, industry insights, and company culture. They regularly engage with their audience through thought leadership content, interactive posts, and videos, making their page both informative and engaging.

Common Mistakes to Avoid When Setting Up a LinkedIn Company Page

1. Incomplete Profile

An incomplete profile can make your company appear unprofessional and less trustworthy. Ensure that all sections of your LinkedIn page are filled out, including your company description, logo, cover image, and contact information.

2. Lack of Engagement

Simply creating a LinkedIn page isn’t enough—you need to actively engage with your audience. Regularly post content, respond to comments, and participate in relevant conversations to keep your page active and engaging.

3. Inconsistent Branding

Your LinkedIn page should reflect your brand’s identity. Use consistent branding elements, such as your logo, colors, and tone of voice, to create a cohesive brand presence on LinkedIn.

4. Ignoring Analytics

Failing to monitor your page’s performance can result in missed opportunities for improvement. Regularly review your LinkedIn analytics to track your progress and refine your strategy.

5. Not Leveraging LinkedIn Features

LinkedIn offers a variety of features to help you grow your page, such as custom buttons, LinkedIn Ads, and showcase pages. Make sure you’re taking advantage of these tools to maximize your page’s potential.

Conclusion: Start Building Your LinkedIn Presence Today

Setting up a LinkedIn company page is a crucial step in building your brand’s online presence. With over 900 million professionals on LinkedIn, a well-optimized company page can help you reach your target audience, attract top talent, and grow your business.

By following the steps outlined in this guide, you’ll be well on your way to creating a LinkedIn company page that stands out and drives results. Remember, the key to success on LinkedIn is consistency—keep your page updated, engage with your audience, and continuously refine your strategy based on data and feedback.

Ready to Get Started?

Create your LinkedIn Company Page now and start connecting with professionals who matter most to your business. For more tips on optimizing your LinkedIn presence, explore our LinkedIn Marketing Best Practices Guide. Happy networking!