TL;DR
– Create a company page to promote offers, recruit talent, and generate growth
– Optimize SEO with relevant keywords, a short name, and strategic meta-tags
– Regularly publish quality content to build loyalty with your community and prospects
– Actively interact with followers to build trust and generate leads
– Centralize job openings and resources to become an effective recruitment channel
LinkedIn is an indispensable tool for B2B prospecting professionals.
There are many ways to generate leads through the social network: optimizing your profile, working on your reach, tracking certain KPIs… One of them involves creating a company page.
What does creating a LinkedIn company page involve? Is it really effective? How do you set it up?
In this article, we will show you how to create a LinkedIn page for your company. We will also give you some tips for getting the most out of your LinkedIn page. Let’s get started!
LinkedIn Company: What is it?
A LinkedIn company page is a page dedicated to your business on the professional social network. It’s an ideal way to make your brand and your products/services known to a large, targeted, and B2B-oriented audience.
Creating a LinkedIn Company page allows you to share relevant and interesting content about your business, such as blog posts, photos, videos, or case studies. It’s essentially your company’s showcase page, which should enable you to communicate your added value, benefits, and relevant topics to your clients and/or prospects.
The LinkedIn company page is also an excellent way to:
- promote your job openings;
- recruit new talent;
- generate growth;
- implement an inbound marketing strategy (video, tips, website, brand awareness)
In parallel with your actions on LinkedIn Company, if you are looking for new clients, you should consider LinkedIn Automation. What does it involve?
With LaGrowthMachine, you can set up outreach campaigns on LinkedIn to an unlimited lead file. The result? B2B leads that come in continuously, without you having to do anything!
This sequence is set up to follow up with your leads on LinkedIn only. It’s a good start, but you can do even better.
In this sequence, you go through two channels: LinkedIn and Email. This way, you significantly increase your chances of converting.
What are the stakes for the company?
Creating a LinkedIn company page for your business has multiple positive effects. By creating a company page, you can notably:
- Generate qualified leads by promoting your products/services;
- Improve your visibility on the LinkedIn search engine;
- Boost your brand image;
- Build and unite a community engaged around your company and its values;
- Improve your LinkedIn prospecting;
- …
In short, if you want to grow your business on LinkedIn with ABM and generate new B2B leads, creating a company page is an excellent starting point!
Now that you know what a LinkedIn company page is, let’s see how to create one.
How to create a company page on LinkedIn?
Creating a company page on LinkedIn is quite simple and only takes a few minutes. To do so, follow the steps below:
- Go to the official LinkedIn website;
- Click on “Work” in the top right corner, then “Create a Page”;
- Choose the type of page you want to create: company, showcase, or community;
- Enter the necessary information to create your page (company name, logo, description, website…);
- Click on “Next”;
- Choose the administrators for your company page (at least 2);
- Click on “Create Page”.
There, your company page is created! All you have to do now is add content and optimize it to start generating qualified leads.
5 tips for building an effective company page
You now understand the importance of creating a LinkedIn page and how to do it. However, there are still a few steps to follow when creating it. For this, we recommend following these few tips that we are sharing below.
Tip #1: Optimize your LinkedIn company page’s SEO
Like any web page, your LinkedIn page needs to be optimized for search engines. Indeed, if your page can appear in LinkedIn’s internal search engine, that’s good. But if it can also rank in the top 10 on a Google search results page, that’s an additional presence not to be overlooked!
To do this, remember to implement a classic On-Site SEO strategy:
- Choose a relevant and short username;
- Fill in relevant keywords in your page description;
- Add meta tags to your content;
- Add a cover photo;
- Mention your website;
- Create a space for members/employees of your organization;
- Include links to your company page on other websites;
- …
As with any respectable SEO strategy, content plays a significant role in your company page’s ranking. Be as exhaustive as possible in this area. Likewise, establish a process for regular updates.
Finally, try to design your professional page in the same way as your LinkedIn profile:
- a good text/image ratio;
- attractive colors;
- graphic consistency with your brand’s universe;
- …
Tip #2: Regularly publish quality content
When creating the page, keep in mind that it’s important to regularly publish quality content on your LinkedIn company page. Don’t hesitate to share relevant blog posts, photos, videos, or case studies for your target audience.
By publishing quality content, you show that you are an expert in your field and you build loyalty with your community. This can also help you improve your visibility on the LinkedIn search engine and generate qualified leads.
In your publishing strategy, don’t forget to systematically tag your company page to engage your followers (and thus your prospects) and try to drive traffic to it.
NB: implementing a marketing strategy on the social network will allow you to boost your Social Selling Index, an essential element for prospecting on the platform.
Tip #3: Interact with your community
To generate leads on LinkedIn, it’s important to interact regularly with your community. Like and comment on your followers’ posts, and don’t hesitate to respond to their questions.
Interactions with your community allow you to build a trusting relationship with them, which is essential for generating qualified leads. Don’t hesitate to direct them to your company page, which should contain all the necessary resources to bring value to your community:
- Landing pages;
- Job offers;
- Summary;
- Organizational chart;
- …
Tip #4: Promote your job openings
Outreach on LinkedIn is an excellent method for recruiting new talent. Indeed, the platform has over 610 million users worldwide, including 85 million in Europe.
To generate qualified leads on LinkedIn, don’t hesitate to post your job openings there. You can also target users who best match your search using LinkedIn Recruiter tools.
These job openings can be centralized on your LinkedIn company page. It then becomes a recruitment channel, in addition to its initial functions of image, brand awareness, and communication with your users.
Tip #5: Use LinkedIn’s tools to generate leads
Like all social networks with a business solution, LinkedIn offers several very useful tools such as the LinkedIn email scraper to generate qualified leads. Among these, we can mention:
- The “Contact Us” button, which allows users to contact your company directly;
- Contact forms that collect the details of users interested in your offers;
- Landing pages that allow you to promote specific content (guide, e-book, demo, etc.) and collect user details;
- Targeted ads that allow you to reach a specific audience based on various criteria (location, skills, interests, etc.).
By following these tips, you are sure to have an optimized company page on LinkedIn and generate more qualified leads. Don’t hesitate to implement an effective content strategy and use the platform’s tools to achieve this.