What are LinkedIn Company Pages and how can you use them to get noticed?

This blog post is part of our Lessons from SMSS15 series. Legendary Social Media is taking part in Social Media Examiner’s Social Media Success Summit 2015, which is the world’s largest online social media marketing conference. This blog series covers the points and ideas we’ve taken from the course that we’ve deemed to be eye-opening and highly useful for other marketers and for small- and medium-sized businesses. To discuss any of the ideas in these blogs or other ideas about social marketing, please don’t hesitate to contact us here.

Awareness of LinkedIn as a tool for B2B marketing is growing, but the social media platform is still underutilized. In our last blog, we explained how to get noticed by your target audience on LinkedIn if you’re a B2B business, but today we’re going over another aspect of LinkedIn that also acts as a B2B marketing tool: Company Pages.

How to make a LinkedIn Company Page
  • Sign in to your LinkedIn profile. Move your cursor to where it says Interests near the top, then click Companies.
  • On the right, it says Create a Company Page. Click the yellow Create button.
  • Enter your email and check the box that says you’re an official representative of the company you’re listing, then check your inbox for the confirmation email to arrive.
  • You’ll be prompted to log back in to LinkedIn, and you’ll be taken to the page to create a Company Page.
What to do with your LinkedIn Company Pages

Once you’ve created your page, the next screen that pops up shows a link to Company Page Best Practices, and also gives you a tour of how to manage your page. Here are best practices as per the LinkedIn master, Viveka von Rosen:

  • Use the header image space to promote specials, deals and areas of expertise (you can create great headers with Canva)
  • Address your reader in the first few words of your company description by identifying their pain points and letting the reader know how you can help them.
  • The “specialties” section is ideal real estate for keywords (words people would search to find your company)
  • Don’t put “self-employed” as your type of business, even if you are. Prefer privately held or some other option.
  • Include a call to action in your company description. Encourage people to follow your LinkedIn page, or connect with you on other social media.
  • Post updates every day, or every few days, depending what works for your audience.
  • You can target these posts to specific people and groups you’re part of. The more focused the post is to the audience you send it to, the better engagement you’ll get.
  • You can pay to advertise your company posts to a specific audience, but simply targeting the audience you want to see the post might get you better results.
  • The post types that work best are:
    • Best ofs
    • Influencer posts (von Rosen’s advice is to interview an influencer, publish a post about the interview and tag that influencer in the post. If this happens to you, I’ll give you a hero cookie.)
    • Visual or video posts
    • Posts from your personal profile on LinkedIn that have your Company Page tagged.

Thinking of marketing your B2B business on LinkedIn, but not sure how to get started? Contact us for a free consultation on how to get noticed on LinkedIn today!

LinkedIn marketing tips: What to post to get noticed and get engagement

This blog post is part of our Lessons from SMSS15 series. Legendary Social Media is taking part in Social Media Examiner’s Social Media Success Summit, which is the world’s largest online social media marketing conference. This blog series covers the points and ideas we’ve taken from the course that we’ve deemed to be eye-opening and highly useful for other marketers and for small- and medium-sized businesses. To discuss any of the ideas in these blogs or other ideas about social marketing, please don’t hesitate to contact us here.

Marketing on LinkedIn is either an art or a science, or maybe both. As a marketing tool, LinkedIn works well for B2B companies, but not for B2C. And as we learned in our last blog post, based on the swath of useful information from LinkedIn experts Melonie Dodaro and Stephanie Sammons during SMSS15, the way to get noticed by other businesses is to produce original, engaging, helpful content that solves their specific problems.

Today, we delve deeper into LinkedIn marketing to talk more in detail about how to produce that content: What it should include and what exactly to write about.

What to write about

  1. Universally helpful business-type themes, such as professional development, career moves, leadership and marketing.
  2. Trends related to your own business’ niche.
  3. Trends in your target clients’ industry or industries.
  4. Personal insights and lessons learned. This is where your storytelling skills should come in!
  5. News that affects your target audience, with personal and professional insights and analyses.
  6. Posts that rehash, with your own insights and analyses added in, articles coming from LinkedIn influencers.
  7. Story or post ideas that come from LinkedIn influencers.
  8. Story or post ideas from LinkedIn Pulse. (We definitely recommend checking out that pulse page! It’s full of great suggestions of who and what to watch on LinkedIn.)

What to include in your posts

  1. A primary image, ideally one you created on your own (try Canva).
  2. Subheads for easier scanning and readability.
  3. Tags (this is a new feature; LinkedIn allows you to add up to three pre-set tags to a post).
  4. A call-to-action, such as a clickable image at the end, a link to your website or download page, or an invitation to call or connect.
  5. An amazing headline that your readers can’t help but click.

Extra tips for publishing posts on LinkedIn

  1. Share your posts a few times over a few weeks, and share them to specific connections who might be interested.
  2. Repurpose your website’s blog articles as LinkedIn posts, but don’t publish them on LinkedIn until a week or so after it was first published, as LinkedIn posts tend to gain traction quicker and can take away from your website’s traffic driven by the post’s headline.

Need help with producing tons of useful, topical and researched content for your target audience? Legendary Social Media in Vancouver has roots in journalism, which means we’re great at research and writing. And our social media savvy can help you manage your LinkedIn account to get you noticed. Interested? Send us an email.