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Setting up a LinkedIn company page: what, why, when and how?


When it comes to social media for your business there are plenty of networks where you should have a presence. Facebook and Twitter are perfect for keeping in touch with your customers, but when it comes to more professional relationships, they’re not so ideal. This is where LinkedIn comes in.

In the third part of our “Getting Stuff Done” series, we run through how to set up and optimise your company page:

How to set up a company page on LinkedIn

 

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How Can LinkedIn Help Your Business?

LinkedIn is the world’s largest professional network connecting over 300 million people and businesses. For individuals it’s a great way to showcase skills, connect with like-minded people and even hunt for jobs. It works in much the same way for businesses. Setting up a free company page can help you to raise awareness of your products and services, build networks and connections, share industry insights and recruit talent.

Setting Up a Company Page: Step-by-Step

In order to set up a company LinkedIn page, the individual setting it up need to have a personal account as the page needs to be associated with a personal profile. If you don’t already have a LinkedIn account, you can sign up for free by visiting www.linkedin.com. It’s straightforward; just follow the instructions and you’ll be ready to go in no time.

When you’re setting up your personal account, or if you already have one, make sure that your company email address is verified on your personal account. Only those with a company email address can create a page for that business. For example, we need to make sure that our @switchmybusiness.com email address is verified on our personal account.

You can do this by selecting the “account” option which can be found on the left side tab near the bottom of your privacy and settings page. To add a new email address enter the address you wish to verify and then select “add email address”. You’ll then receive a confirmation message to that inbox, so make sure you have access to it as you’ll need to click on the link to verify that you own the account.

Once you’ve done this, you’re ready to start setting up your company page.

Step One: Log in to your personal account. In the navigation along the top of the page you’ll see “interests”. Hover over this option and select “companies”. On the right hand side of the page, select “create”.

Step Two: Fill in your company details with the name of the business and your email address. Before you proceed you’ll need to click the link in the verification email that they send you.

Step Three: Now is your opportunity to shine. Enter the information about your company in the fields available to you. Be as comprehensive and engaging as possible.

Company Description: 250-2000 words. Explain who you are, what you do, and why you’re so good at it. Try to avoid jargon where possible.

Company Specialities: From online marketing to energy comparison; whatever your business’ skills and services are make sure you get it in here – this is how people will find you. Think of it as SEO for your company profile.

Add Page Admins: You’ll want to have more than one admin to keep an eye on the page. This way if people go on holiday or leave the company you won’t be stuck trying to guess their password. It’s usually a good idea to have the directors added as admins, along with a few others. You can always add and remove permissions as necessary.

Step Four: Now it’s time to get the page looking pretty by uploading your company logos and banner images. The dimensions for these are:

  • Horizontal Logo: 110 x 60 pixels
  • Square Logo: 50 x 50 pixels
  • Banner Image: 646 x 220 pixels

Once you’ve completed all of the steps above you’ll have a basic company page ready for you to start posting.

Tips for Maximum Engagement

Once your page is up and running it’s time to start posting. These hints and tips will help you get maximal engagement.

Post Consistently: Little and often is much more effective than all or nothing. When putting together a social media schedule start off posting to LinkedIn maybe one a fortnight. As you build up a following and more people start to connect with your business page you can increase the number of times you post.

Be Visual: Adding images or documents to your updates will really help them stand out.

Share Industry Insights: The most popular content published on LinkedIn are industry insights. In your business you probably have access to plenty of stats and tips so share them with your audience. This is an easy to way to show off your companies’ credentials, share a little bit of your knowledge with your followers and get involved in industry chat.

When Should I Post to LinkedIn?

8am – 1pm Morning to midday, Monday to Friday, see the most activity on LinkedIn

Friday after 3pm Avoid posting over the weekend; traffic is low and engagement is minimal

9am – 5pm Stick to posting between business hours for the maximum reach

Sources:

http://expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats/

http://goingsocial.ca/the-linkedin-cheat-sheet-for-image-sizing-dimensions/

http://www.socialmediaexaminer.com/how-to-boost-engagement-on-your-linkedin-company-page/

https://blog.bufferapp.com/7-vital-statistics-to-help-with-your-linkedin-marketing-strategy

http://sproutsocial.com/insights/how-linkedin-help-business/

 

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