Monday, January 21, 2013

10 Steps to Create a LinkedIn Company Page

Susan Gunelius


A LinkedIn Company Page gives a business a fantastic opportunity to promote its products and services, recruit top talent, and share important, interesting, and useful updates.

Anyone with a company name and company email address can create a LinkedIn Company Page within minutes. The best part is that it’s free and easy.


LinkedIn has 200 million members. It’s the leading social networking site for professionals, so business-to-business companies should absolutely create Company Pages as soon as possible.

While Facebook is generally considered the best social network for business-to-consumer companies to interact with consumers (learn how to create a Facebook Company Page), the millions of professionals are consumers, too. That means there is certainly success to be found for business-to-consumer companies on LinkedIn as well.

Following are 10 simple steps that you can take to create a great LinkedIn Company Page that motivates people to click the “follow” button.

1. Write a compelling summary.

The home page on a LinkedIn Company Page includes a cover photo, company updates, links to products and services, links to careers, and more. A brief description of the company is included near the bottom of the page.

Even though the “About Us” section of your LinkedIn Company Page is way down at the bottom of your home page, that doesn’t mean you shouldn’t take time to write a great description of your business. If someone makes the effort to scroll down and find your description, they’ve already demonstrated that they’re interested in your business. Don’t disappoint them by not providing the information they want. Furthermore, be sure to use keywords, so people can find your LinkedIn Company Page through relevant searches.

2. Add products and services.

Your LinkedIn Company Page includes a Products and Services tab where you can share images of your products, descriptions, links to purchase them, and more. This is the “sales” section of your LinkedIn Company Page, so go ahead and try to sell the benefits of your products and services.

3. Make sure your most important product is listed first.

The first product or service listed on your Products and Services page is also displayed as featured content in sidebar of your home page. That means more people will see it. With that in mind, make sure the first product on your Products and Services page is the one that you want to promote on your home page.

4. Capture attention with a fantastic cover image.

The cover photo appears at the top of the home page of your LinkedIn Company Page. Choose a cover photo that is visually dynamic, capture’s people’s attention, and lures them in to take a closer look at your Page content. Don’t forget that your company summary is hidden at the bottom of your home page, so it’s a good idea to include a message in your cover image that describes what your company does in a few words.

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