Whether in a content marketing or social selling strategy: creating a LinkedIn page for your business is important. In this guide we will explain:
How to create your company page, how to complete it in an optimal way, and finally how to animate this page to turn it into a strength for your business.
If you are wondering what is the goal of a LinkedIn Company Page, you should read part 1 of our guide: Everything you need to know about linkedin company page
If you want to take your LinkedIn Company Page to the next level, check out part 3 of our guide: How to use your linkedin company page statistics.
Let's start at the beginning, the first step is to create your LinkedIn company page. Here's a step-by-step creation guide:
At the top right of your page there is a product section. Click on it.
As soon as the drop-down menu appears, click on "create a company page +".
Click on the type of company page that fits yours between :
Choose the one that suits your business.
1 - The identity of the page
In this section, you will enter your company name and your website. The public LinkedIn URL is automatically filled in.
2- Company information
Fill in all the information about the sector of activity, its size and the type of company.
3 - Profile Information of your company page LinkedIn
For this section, you have two pieces of information to fill in:
These two elements appear first on your page, so don't skimp on the quality of the logo and neglect your slogan.
4 - The preview of your page
Once you have filled in the information, a preview of your company page will be displayed.
Once everything is completed, validate the creation of your LinkedIn page.
You will be able to access the LinkedIn page you created as an administrator. Three large blocks stand out on your page with features of their own:
Content suggestions
This feature allows you to discover and share content with which the member community engages.
The estimated audience should be more than 300 members because all content suggestions in each filter are based on visitors to your page.
For the moment you can use the filter "all LinkedIn members", where all news content with a good engagement rate is found.
Your LinkedIn company page Statistics
This feature allows you to track all the activity on your page through three types of activity categories :
The activity of the LinkedIn company page
All the notifications of your company page are in this section. You can track all subscribers or third party interactions by category (reactions, sharing, comments, and mentions).
LinkedIn page: View as a member
Since your LinkedIn company page is linked to your personal profile, by default you will have an administrator's viewpoint when you visit your page.
All administrator features will no longer be available and leave room for other categories only available as a visitor.
LinkedIn page: administration tools
In this section you will find several functionalities:
2 - The header of the LinkedIn company page
The second block here is about your corporate identity. By clicking on the small pen to modify the information in the logo, the functionalities appear.
These features are used to fill the different categories you see appearing as a member.
We will discuss this in the second part of this article.
The statistics column
This column is a brief summary of your company page activity over the last 30 days.
It informs about the number of unique visitors, new subscribers, impressions (views) on the last posts and clicks on the button (below your logo).
Creating a post: the targeting functionality
When you create a post, you have the possibility to target your audience with different filters available. People can be targeted based on the profile data of your LinkedIn company page subscribers.
Associating hashtags to your LinkedIn company page
By entering the # followed by the name of your company, you will be able to track what is being said about you. This feature allows you to keep track of your subscribers' commitment and not miss any information.
Having a page is good, but managing it efficiently is what matters to get results.
For the following steps you will make all the changes by clicking on the small pen in the header of your page.
They are eye-catching, they are the first things that jump out at people who visit your page. They should allow you to identify yourself and memorize your identity quickly.
Sales Odyssey Example:
2- The description of your LinkedIn page
Once your page is optimized, increase your audience!
Use the "invite relations" function from the administration tool. You can use up to 100 credits per month.
Administrators can invite their LinkedIn connections. To maximize your reach, add multiple employees as “administrator” so that they invite their own LinkedIn network.
#1 Ask your employees to update their professional experience on their LinkedIn profile to add the LinkedIn company page.
#2 Integrate the LinkedIn logo into your email signature, as well as website and newsletter footer.
The presence of the logo in signatures will show the people you contact that you are on social networks. Most people are curious when you introduce the logo, you will encourage them to visit your LinkedIn company page.
To make the most of the potential of your LinkedIn business page, you need to publish content regularly, at the right time and to the right people.
From one social network to another, you're not going to hit your target in the same way.
It is therefore important to clearly define your target and personify it by elaborating your personas. If you don't know yet what a persona is I invite you to read the article: Buyer Personas: why and how to model them?
This is the point where you're going to have to be organized 😬
A LinkedIn "marketing plan" is a short-, medium- or long-term publication strategy including content & scheduling.
The purpose of this marketing plan is to organize future publications according to the type of content
Before proceeding, research and observe the various examples of communication plans on Pinterest or Google Images.
Don't forget:
To make a good publication, it is necessary to meet the requirements of its algorithm otherwise LinkedIn will "sanction" your content at full speed 💔
Let's look at its requirements:
#1 Publish on the right day and at the right time
Check out this infographic from Multiview detailing LinkedIn best practices.
Keeping an eye on your analytics is key, trust the data to inform your decisions.
#2 Put the external links of your publications as a comment to your post.
This way you can "bypass the sanctions" of the algorithm.
Test the link commenting technique. It avoids the sanctions of the LinkedIn algorithm but can be tedious and irrelevant for your subscribers.
#3 Integrate your videos and subtitles directly into publications
Upload the video directly to LinkedIn by embedding subtitles in your video or via .srt file throughYoutube.
Désormais, la création de page entreprise LinkedIn n’a plus de secret pour vous.
To further exploit the potential of your LinkedIn page, read the third part of this guide about the LinkedIn Company Page Analytics:
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