What is a LinkedIn company page and how do you optimize it?

LinkedIn Company Page Objectives

Why Create a LinkedIn Company Page?

A LinkedIn company page's primary purpose is to allow LinkedIn members to learn more about your company, your brand, your products, and your services. It has another function (often forgotten): selling.

Although the LinkedIn company page belongs to communication tools, its ultimate use remains commercial. In communication, actions are always aimed at visibility, website traffic generation, brand image, etc... But communicators often tend to forget the commercial function of company pages when paid advertising isn't being used.

More than a simple showcase page, you should view this page as a landing page, whose call to action is to continue discovering your offer on your website. And to achieve this, you need to do much more than sporadically publish internal news.

Because yes, it's important to share your team's mindset, show that it's "good to work" at your company, and showcase ongoing projects. But how do you plan to demonstrate your expertise this way and close a sale? You need to publish concrete, value-added content that will demonstrate your expertise.

How to Sell Through Your Company Page?

LinkedIn is a fantastic platform for driving your sales—it allows you to publish content, build and maintain your network, create connections with your clients, and bring them to your website to continue the relationship. But you still need to understand how to leverage it effectively.

Using LinkedIn for sales is primarily about strategic thinking and inbound marketing. By sharing quality content and addressing the challenges that concern your targets, users will naturally come to you, and you can continue nurturing them so they can progress from visitors to prospects to clients.

This is the whole point of adopting a Social Selling and Inbound Marketing approach in your actions and using LinkedIn as a vehicle for this strategy.

Prerequisites Before Optimizing Your LinkedIn Company Page

Before telling you more about how to optimize your LinkedIn company page, you first need to create your page.

How to Create a LinkedIn Company Page?

Step 1: Go to your LinkedIn account homepage

In the top right of your page, you have a "Products" section. Click on it. Once the dropdown menu appears, click on the "Create a Company Page +" tab.

Step 2: Choose a page type

You'll then face three choices: Company, Showcase Page, and Educational Institution. Since we're here to create a LinkedIn company page, you can click on "Company."

Step 3: Enter your LinkedIn page information

1 - Page identity

In this section, you'll enter your company name and website. Note that the public LinkedIn URL is filled automatically.

2 - Company information

Enter all information concerning the business sector, size, and type of company.

3 - Your LinkedIn company page profile information

For this section, you have two pieces of information to fill in:

• ‍The logo: it must meet format requirements and correspond to your brand guidelines
• ‍The tagline: a phrase that best represents your activity

These two elements appear first on your page, so you shouldn't skimp on logo quality or neglect your tagline.

How to Use Your LinkedIn Company Page?

Once your LinkedIn page creation is validated, you'll access the page as an administrator. Three main blocks stand out on your page with their own specific functionalities:

LinkedIn Company Page Management Features

1 - Content suggestions

This feature allows you to discover and share content that the member community engages with. The estimated audience must be over 300 members, as all content suggestions in each filter are based on your page visitors. For now, you can use the "all LinkedIn members" filter, where you'll find all news content with good engagement rates.

2 - Your LinkedIn company page statistics

This feature allows you to track all your page activity through three types of activity categories:

• ‍Visitor statistics: to know the number of visitors who came to your company page, by what medium, and demographic data
• ‍News statistics: engagement on different publications made over a defined period
• ‍Follower statistics: to know the total number of your followers and new followers gained over a period

3 - LinkedIn company page activity

All your company page notifications are in this section. You can track all interactions from followers or third parties by category (reactions, shares, comments, and mentions).

4 - Administration tools

In this section, several features:

• Invite your connections to follow your page
• Sponsor a post: pay to boost your publications
• Post free job offers in the dedicated LinkedIn category
• Create an event: to help you organize online and offline events
• Create a showcase page: showcase pages are an extension of your company page for developing long-term relationships with specific audiences
• Manage administrators: to assign page management to a collaborator
• Employee verification: if activated, employees cannot display "My Company" tab content without completing the verification process
• Deactivate the page
• LinkedIn assistance for problems
• Leave a review for members to provide written feedback about the company and its products/services
• View page terms

LinkedIn Company Page Header

The second block concerns your company identity. By clicking the small pencil to modify information at the logo level, features appear.

Features Related to LinkedIn Company Page Feed

1 - The "Statistics" column

This column is a brief recap of your company page activity (your news feed) over the last 30 days. It informs you about search appearances (during the last 7 days), unique visitors, new followers, impressions (views) on recent posts, and clicks on the button (below your logo).

2 - Targeting functionality

When creating a post, you can target your audience using available filters. People can be targeted based on profile data from your LinkedIn company page followers.

3 - Hashtags on LinkedIn page

By entering # followed by your company name, you can track what's being said about you. This feature helps you not miss any information and track your followers' engagement.

How to Optimize Your LinkedIn Company Page?

Optimizing Your LinkedIn Company Page

In the following steps, you'll make all modifications by clicking the small pencil in your page header.

1 - Optimize the LinkedIn company page header

It catches the eye—it's the first element that jumps out at people visiting your page. It should allow them to identify you and memorize your identity quickly.

2 - Choose a profile and cover image

You'll also need a profile and cover image so people can easily identify your company. Choose images that represent you and align with your company and brand guidelines.

3 - Your LinkedIn page description

Next, you should describe your company page by filling in the information sections. By providing maximum information (creation date, about, website, email, phone, address, etc.) about your company, users will have answers to their questions and can easily contact you.

Optimizing Your Reach Potential

1 - Invite people to follow the page

Use the "invite connections" function from the administration tools. Invitations are based on connections you have on your personal account.

To promote your company page, make sure to add your various collaborators as "administrators" so they invite their LinkedIn connections. This technique helps increase follower count.

2 - Communicate about your LinkedIn company page's existence

#1 Ask your collaborators to update their professional experience on their LinkedIn profile to add the LinkedIn company page.

#2 Integrate the LinkedIn logo in your email signatures, website, and newsletters. The logo's presence in signatures will show contacted people that you're on social networks. Most people are curious, and by introducing the logo, you'll encourage them to visit your LinkedIn company page.

3 - Think about your personal profile and those of your employees

For complete optimization of your LinkedIn presence, you must also develop your personal profile and those of your employees/collaborators. This will boost your brand image and reach your target more broadly. Don't forget that your employees are your best ambassadors.

There you have it! Once your page is created and optimized, all that's left is to launch into content publishing. Obviously, publishing on LinkedIn requires implementing a marketing strategy and communication strategy worked out in advance. That's why it's important to design your communication plan for any of your social networks.