LinkedIn for business has become a crucial platform for companies of all sizes, and for a b2b marketer looking to make valuable connections.
Launched in 2003, the social media platform became recognised as a “social network focused on people who want to find jobs” and has evolved into one of the world’s most well-known tools, especially useful for businesses.
Currently, LinkedIn’s activities for business and b2b marketer concentrates on different fronts: editorial; recruitment and selection; business generation; and marketing actions.
Just to give an idea of the platform’s scale (according to the data collected by the company itself): LinkedIn has around 50 million registered companies, and 675 million users distributed globally, of which 29 million are in the UK. That makes this country the fifth-largest platform market, followed by France (20 million).
Therefore, creating a LinkedIn company page provides an opportunity to show a company’s brand, find talent, gain authority through relevant content, make connections with other businesses, and interact with their community.
In this post, we explore key tips for you to build a powerful brand presence on LinkedIn for business with a company page, and explain how to use such tools as marketing automation or video editing, and the production of live videos, which can help you make an impact.
How to create a LinkedIn business profile
Registering your company on LinkedIn is easy. The first step is to create a personal LinkedIn profile and, from there, register your company. You will need to complete a form to begin, submitting all of the requested information about your business.
At this stage, you can’t be vague or skip information, as this can significantly decrease the chances of your page gaining visibility. According to LinkedIn, when companies insert all of the information required, profile views increase by 30% per week.
Pay attention to the crucial data that you must provide carefully, to ensure your profile is relevant on your business page:
1- URL definition: Keep the same username that you’ve utilised on other social networks. By doing so, you maintain consistency and avoid confusing your customers.
2- Choosing categories: It’s very important that you choose the right categories to which your business belongs, both those related to the size of the company (small, medium, or large) and your company’s area of expertise. This will help users find your business when using search filters.
3- Set a tagline: For this field, choose a phrase that reflects the essence of your company. When your business appears on Google searches, part of the tagline is also displayed, so the first few words are crucial to help users identify your brand quickly.
4- Add hashtags: LinkedIn has a Hashtags field for you to enter terms related to your business. You can even add a hashtag of your own, but it’s important to insert some hashtags that associate your brand with existing terms, to boost your visibility.
Another important aspect is the visual content, which must have a good resolution to ensure the highest standard of visibility and avoid any accusations of amateurism. For a good level of visual quality, the logo should have the following dimensions: 300 x 300 px, while the cover image must be 1584 x 395 px.
When adding brand information on your LinkedIn business page in the Overview, describe your mission, objectives, and values, as well as the products and/or services your business provides. Always continue the tone of voice that your brand uses to communicate, for consistency.
Take advantage of keywords, as they can help your company gain prominence in the LinkedIn search engine. With the help of SEO tools, it’s possible to list relevant keywords for each segment.
How does LinkedIn for Business work?
LinkedIn offers a complete range of services for Company Pages, all based on the social network’s purposes mentioned at the beginning of this text.
To choose which one to use – after all, except posts, content suggestions, talent solutions, stories, analytics, and live content, all other features are paid – you’ll need to identify which strategy your brand will follow on this social network.
If the idea is to strengthen your marketing strategies, just use the features that allow you to produce and share content, and that are based on the following principles:
Posting and sharing:
Like any other social media platform, LinkedIn allows you to share textual and audio-visual content, with options for emojis, hashtags, external links, and mentions of other users or companies. With so many resources, the best thing to do is diversify the messages to attract followers’ attention.
One way to discover the most engaging topics for your company’s audience is to consult the Content Suggestions tool. Using segmentation filters, you can gain great insights into different subjects. You also have the opportunity to estimate the audience size for a given topic. This is an excellent thermometer for you to identify which types of content are aligned with your product or sector, and to achieve more engagement when they’re published.
However, if the focus is on supporting the recruiting team, it’s worth taking advantage of the talent solutions search resources.
Below, we list all the features for business profiles offered by LinkedIn.
Check out our summary of the main features available on LinkedIn, and how to use them.
Brazil was the first market in the world to receive the stories feature on LinkedIn when it launched in April 2020. Today, Australia, France, Netherlands, and the United Arab Emirates already have access to the feature, which is being gradually released. Despite this, only selected Company Pages can use the functionality, as it is still in the testing phase.
The content published in this tool (which can be in the form of an image or video) is available to all followers for 24 hours. Each video has a maximum duration of 20 seconds, and the dimensions used must follow the following pattern:
Videos: 1080 x 1920 px, 30 Fps, Square pixels, H264, MP4 files; 9:16 full portrait
Images: 1080 x 1920 px, JPG/PNG; 9:16 full portrait
Check out our list of software to create videos that can also help you produce your stories.
LinkedIn Lives work differently. That’s because companies can only broadcast live video content to their followers if LinkedIn approves. For that, it’s necessary to submit a form to the platform, which may or may not be authorised.
Check out our list of streaming software that can also help you to make your live content.
LinkedIn Page Analytics
This feature allows you to evaluate the performance of your Company Page. When analysing the available indicators, you learn about what types of content are most effective in your engagement strategy. It is also possible to get to know your followers and visitors better.
Check out our list of web analytics software that can also help you when evaluating results.
LinkedIn Sales Navigator
This is a sales tool focused on the B2B market. Using this, salespeople can search for profiles of potential customers or decision-makers and contact them.
Check out our list of sales automation software that can also help you sell.
LinkedIn Recruiter is the tool focused on finding talent on LinkedIn. If the company’s focus is hiring, this tool is ideal for you to search using advanced filters.
Check out our list of applicant tracking software that can also help you find candidates.
LinkedIn ads are a way to increase the number of followers your page has, bring it to wider attention, generate more leads, or promote an event. By segmenting the audience by job or function, the ad appears on the timeline or directly in the target audience’s inbox – it’s up to you to define the approach.
Check out our list of graphic design software that can also help you create ads.
Career Pages is an option offered by LinkedIn to make the business page even more comprehensive. It has some more in-depth features, such as the Daily tab, in which the company can show a little more of its culture and take followers behind the scenes to see its daily routine.
In addition to this, it also features the Jobs tab, in which the company can publish job opportunities, inviting interested parties to send their application information.
Check out our list of project management software that can also help you manage all your tasks.
Tips for managing your business page on LinkedIn
It’s no secret: relevance on LinkedIn is gained by making posts containing unique and exclusive content frequently, and exploring the different formats and possibilities the platform offers. Below, we help you understand how to diversify your message and win the attention of followers.
Create a content production routine
The LinkedIn algorithm prioritises the publication of relevant content, to increase the credibility of a Company Page. To organise yourself, define at least three content editorials: for example, this could be a day dedicated to inspiring phrases, another to industry news and, finally, another to images from behind the scenes of your company. Plan these editorials in a publication calendar.
Once you have a broad view of the type of content you must create, it will be easier to write.
If you need help with making the editorial calendar, you can use a marketing automation software that allows you to distribute these texts on the days you choose to post. Another advantage of using these tools is that you will no longer have to worry about accessing LinkedIn to post your content, as the software will do it for you according to the day and time you stipulate.
Maintain your image
LinkedIn is not just about the text – the visuals are vital, as well. Here, the difference is that you can’t use selfies (as you may prefer on other social channels). Instead, use images of the team and pictures of the company. It’s crucial that they’re good quality and mature, as their content can affect how people view your business’s credibility and professionalism.
You can also think about creating videos, even if they’re made from photos or recorded with a mobile phone. Today, there are video editing programs that allow you to easily create content for publication on social media platforms.
Another fairly common practice on LinkedIn is to insert logos or frames into photos using design software. In addition to differentiating your content from those published by other companies, this shows that your business understands the power of visual language. After a while, people will be able to identify your brand at a glance.
Practice your social selling
If there’s a platform that gives you the opportunity to practice social selling (or relationship selling), it’s LinkedIn.
Whether using the Sales Navigator feature or manually expanding your connections, your sales team can use LinkedIn and your profile search tool to get in touch with key professionals from other companies and approach them to present your service/product. As a result, they can increase sales.
Even if you already have CRM software – or intend to use this solution to manage customer relationships and store sales data – it’s possible to integrate it with Sales Navigator, which will share information from the contacts created through LinkedIn.
Build a powerful team
A significant part of the recruitment work is done by human resource automation software. Using this type of platform, your company’s HR can easily manage the hiring process, analyse job-specific skills, and select the right candidates.
If you already use recruitment and selection software (ATS), you can associate it with Recruiter by viewing LinkedIn candidate information on your own ATS. When combining one tool with the other, your HR team has more information to help them choose the candidates that can help your company grow. This reduces the risk of hiring the wrong people to fill important roles.
It’s time to advertise your Company Page
With the page built and running at full steam, now’s the time to be known and gain more followers.
The fastest and most immediate way to increase your number of followers is to invest in advertising on LinkedIn Ads – but remember that you must invest a significant amount to achieve good results. However, the investment will pay off when you start to notice a real difference in your visibility and engagement.
However, if you’re not in a hurry and want to save money at this stage, you can take other actions without necessarily incurring an expense. The first thing is to add your Company Page profile to your company’s email signature – all employees must have that same signature. Just insert the LinkedIn logo next to the logo of other social networks if you already use this subscription format. It’s a simple technique but it can make a positive impact.
Another way to increase your range and attract more followers is to encourage your employees to add your company to their profiles as professional experience. LinkedIn promotes interactions between users when an employee starts working at a certain company or completes a work anniversary cycle, which allows your page to gain indirect visibility.
Besides, whenever adding content, especially that which includes photos of events with professionals from within or outside your team, take this opportunity to tag their profiles. This way, you’ll promote interaction and your content will gain more likes. It’s a simple process but it can make a positive impact. Whenever someone recommends or reacts to your content, LinkedIn shows the activity on the users’ timeline, making your company even more visible to third parties.
Finally, take advantage of LinkedIn’s option to invite members of your own network and invite your first-degree connections to follow your business.
These tips will help you boost your Company Page’s engagement and gain visibility on LinkedIn.