A LinkedIn Page acts as the voice of your organization on LinkedIn. It helps members learn more about your business, brand, products and services, and job opportunities. To interact with members on LinkedIn as an organization, you must have a LinkedIn Page.
To achieve these goals you will have to define sub goals such as those related to visibility, traffic, retrieving email addresses... When setting goals, think about how to achieve them by asking yourself the right questions.
For example: how do I attract prospects to my business page? By sharing quality content, by dealing with issues that concern them...
Setting up such a process can seem daunting but make no mistake, if you don't do it you are doomed to disappear.
Now that you see the usefulness of a company page, let's look at the differences and synergies between a personal profile and a company page.
It allows you to learn more about your company, your brand, your services and your products. Unlike a personal profile, the company page speaks on behalf of an entity and not as a person.
It is therefore passive in relation to a personal profile because it does not allow you to develop relationships and send private messages to prospects.
You can only collect subscribers on your page in order to create a community and share your know-how and your entity always with the aim of selling. The passivity of this page forces you to provide quality content and dedicated to your target. This content must necessarily meet a need if you want it to be more efficient and get results. We will discuss this point in more detail in the second part of this guide.
The personal profile is yours and speaks for you. A personal account offers you many more possibilities than a company page because you will be able to create a direct link with your network.
Unlike the company page, you can send messages directly to prospects and connect directly with other professionals in your sector. The personal account is nowadays used for prospecting, (mostly B2B); it's better known as social selling.
If you are interested you should read the article on: how to prospect efficiently in B2B on LinkedIn? LINK
It is important to know that the natural reach of personal pages is more important. That is to say that LinkedIn offers them greater visibility than the corporate page. This means that in order to increase your impact you need to involve your collaborators and guests in relaying its content.
Let's take the example where you are the CEO of a company.
You share your expertise, you talk about your company via publications from your personal profile because you do not have a company page on LinkedIn.
Several people in your relationships are interested in what you do and want to know more about your company. They go to your profile and see a visible grey box corresponding to your company in your professional experiences. These people were potential inbound leads who needed at that moment to know more about your business.
As a result, they are frustrated because they have not met their need to "know more about you". In addition, you lose several opportunities and credibility with them.
And this is true for all your employees. They represent your company, so give them the means to do it well 😉.
The absence of certain features on the company page is compensated by the personal profiles of your teams. By carrying out actions from their personal account for your activity they will become ambassadors.
You need to leverage both to generate opportunities for your business.
In part 2 of our guide available here: LINK
We will discuss in more detail the best way to manage and animate this page.
What you need to remember :
👉 Take into account what LinkedIn and its community is all about
👉 Use inbound marketing to animate your page.
👉 The goal of a LinkedIn Company Page is to help you sell. This is not the same thing as self-promotion.
👉 Personal profiles do not replace a company page, they must work together.