Social Media Blogs by Aliza Sherman
Aliza Sherman is a new media entrepreneur, author, women's issues activist, and international speaker.
Leveraging LinkedIn Company Pages
LinkedIn offers Company Pages for businesses similar to Facebook Pages. Initially, businesses could list their companies for free in LinkedIn’s company directory. More recently, LinkedIn expanded a business presence on their service through Company Pages to showcase your company news and information. A LinkedIn Company Page has very few features and design customization is extremely limited. Still, having a presence for your company on LinkedIn makes sense to reach current and potential customers in a more professional setting.
A LinkedIn Company Page has the following sections:
Home page: Visitors land on a main page when they click your company name in your profile or do a search on LinkedIn or a search engine. The page is similar to a Facebook Page with a “cover” image or branded banner, a way to post status updates along with an update feed, and “tabs” or sections for additional information about your company.
Products& Services: You can list your products or services in this tab to give others more background about your company and what you offer. Other LinkedIn members can recommend your company based on specific products or services.
Insights: This section shows employees with new titles, departures, where employees worked before and after they were with your company, and the most common employee skills, culled from employee profiles.
Careers: This is a paid section to list job openings at your company.
To connect your LinkedIn profile to your Company Page, edit your current employment in your personal account. When you type in your company’s name, a pop-up menu should appear with a list of companies with LinkedIn Company Pages. Choose your own company name to create a link from your profile to your Company Page. Your team members can do the same, and all of you will appear when someone clicks on a link to view all employees via your Company Page.
When posting to your LinkedIn Company Page, some of the content you could share includes company news (new products, services, or hires; open positions; discounts, promotions, or sales), media coverage of your company (articles or articles in which you’ve been quoted), company content (slide presentations, white papers, or articles your company has published), and company conversation (general questions; commentary on industry news and current events; and polls, surveys, and questionnaires).
The best content to add to your LinkedIn Company Page is information that appeals to or is useful to your target audience. Include links in your posts to your website and make sure there are clear ways for people to contact you.
Track the interactions on your LinkedIn Page using Follower Insights. Click the dropdown arrow next to the Edit button to see total followers, impressions, new followers in the last seven days, and other data. Only Company Page administrators can see this information. Additional analytics can be viewed breaking down activity on each post you make to the page including impressions, clicks, and interactions including likes and comments.
You can choose to promote your updates to a wider audience through Sponsored Updates that then appear in the feeds of LinkedIn members who fit the targeting criteria you specify. Choose the location of your target audience, any criteria about companies they’re with, and job title. Choose “All” for companies and title casts the widest net but you can be more specific if you choose. You can also specify school, skills, groups, gender, and age. You can then opt to Pay Per Click or Pay Per Impression, set your daily and total budget, and the duration of your ad campaign.
Treat your Company Page as a professional presence that could help stimulate business inquiries and increase exposure to prospects.
Read other social media blogs by Aliza Sherman