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How to Optimize Your LinkedIn Company Page

April 28, 2020

LinkedIn Company Page image

LinkedIn is one of the fastest-growing social media platforms in the business world, especially among small business owners and entrepreneurs. This is why it’s so important to be a part of this network if you want to boost your business.

The Social network is professional and offers great online networking opportunities for companies, job seekers and other professionals. It’s quite easy to use and the benefits are many, both within marketing, sales and connecting with clients or potential partners. 

It’s important to remember that your LinkedIn Company profile is representing your business worldwide, which gives you a great opportunity to establish your brand. Therefore, it’s important that you make sure your profile is the best it can be. 

Profile picture and banner

The first thing people notice when they visit your profile is your profile picture, so it’s very important that you make a good first impression. A company page with a profile picture gets 6 times more visitors than those who choose not to have one. 

The ideal profile picture is a PNG file, maximum 8 MB, has a square layout and a size of
300 x 300 pixels. 

When it comes to the profile banner, it should be 1536 x 768 pixels, also maximum 8 MB and PNG format and have a rectangular layout. Your banner could either provide the visitor with information, show the company’s slogan, or just be decorative. 

The “about us” section

Even though the profile picture is a major eyecatcher and will hook a potential prospect, a good and informative text will really reel them in. 

A well written “about us” section should be 2 000 characters or less and answer six basic questions to best inform the reader about your company:

  • Who are you?
  • Where can people find you?
  • Which services or products do you offer?
  • What are your values?
  • What is your brand voice?
  • How and where can people contact you for more information?

Make endorsement deals

It’s always beneficial to gather recommendations and on LinkedIn, this is one of the most powerful forms of social proof. The good thing about endorsements is that they are usually mutually beneficial, so you don’t have to be shy about asking for them. 

There are a number of people you can ask to join you in a mutual endorsement deal – your company’s employees, associates, and customers. 

Encourage your employees to connect with the company profile and offer them a recommendation from your personal profile in return. This way, your business also connects with each of your employee’s networks. 

Your B2B interactions offer the most valuable endorsements, surveys show that 76% of B2B buyers favour working with recommendations from their professional network.  

A good way to get these endorsements is to always reach out to other companies that you’ve had a positive interaction with, either a vendor, a business partner, or someone you met at an event or in a course. Ask for a recommendation and offer them the same in return. 

Last but not least, engage directly with your customers. This is a great way to build your brand and make other potential customers gain trust in you. Are you getting a message or a comment from one of your followers, then create a dialogue with them and maybe get an endorsement. 

This also works on other social media platforms. If your company gets attention or endorsements on Facebook, ask the endorser if he or she could do the same on LinkedIn. 

Create showcase pages 

A showcase page is kind of a company blog or a “daughter page” of the official company profile page. It’s always tied to the official page and lets the company mark specific products to a specific buyer persona. You should have at least one of these pages and can create up to 10 of them.

You can also describe these pages as tailored news feeds on specific parts of your business, where potential customers can go to get information about the aspects of your company that interests them, for example future events, your company’s social responsibility or product range. 

To get the full benefit of your showcase pages, you have to constantly make sure that you have enough updated content. You can also share sponsored content here, it’s perfect for targeted advertising.

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