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How to Create a LinkedIn Business Page

Business Planning

Whether you’re an established organisation, a small business, or an entrepreneur embarking on your start-up journey, a LinkedIn Business Page could be an invaluable tool to amplify your brand presence.

Here is a simple step-by-step showing you how to create a LinkedIn business page: 

  1. Log into your LinkedIn account.
  2. Navigate to the ‘Work’ icon on the top right corner of your LinkedIn homepage.
  3. Select ‘Create a Company Page’ from the bottom of the drop-down menu.
  4. Choose your Business Category (small business, medium to large business, showcase page, or educational institution).
  5. Enter your Company Information, including legal name, website, industry, company name, and type.
  6. Upload your Company Logo and create a tagline.
  7. Write an engaging ‘About’ section to communicate your company’s story, mission, values, and offerings.
  8. Add your company’s location and related hashtags.
  9. Specify your company’s status as public or private.
  10. Agree to LinkedIn’s terms and click ‘Create page’.
  11. Optimise your page by adding additional sections like ‘Life’, ‘Jobs’, ‘People’, etc.
  12. Start posting regularly to engage your audience and increase your page’s visibility.

Read on for a more in-depth overview of everything you need to know about getting your business et up on LinkedIn.

Have you ever explored LinkedIn for business? There are more than 740 million members on LinkedIn, making it a valuable platform for those in professional circles looking for jobs or the right candidate to fill positions. This is a great place to try networking, brand building, lead generation, talent recruitment, and more.

Step-by-Step Setup Instructions

Creating a LinkedIn Business Page serves as the foundation for any company to unlock these benefits. But simply having a page is not enough – you need an optimised presence and consistent engagement for it to truly amplify your brand.

This comprehensive guide will take you through:

  • Step-by-step instructions to create a LinkedIn Business Page
  • An overview of the value LinkedIn offers to brands
  • Best practices for optimising your page
  • Advanced tips to take your LinkedIn marketing to the next level

The foundation of a company unlocking the benefits of hiring one of the best talents is creating a LinkedIn Business Page. But you should understand that having a company page will not be enough. You need to optimise it and create engagement for the audience to get the best possible results.

In this article we will talk you through:

  • Clear stepwise instructions to help you create your own LinkedIn Business Page.
  • Details about what offers LinkedIn gives to brands.
  • Best possible ways to optimise your business profile.
  • Advanced Marketing tips to help you get more sales and leads for your business.

1. Initiate From the LinkedIn Homepage

  • First, sign in to your personal LinkedIn account. If you don’t already have one, you’ll need to create a LinkedIn profile.
  • Once you have logged in, you have to move to the top right section. Over there you have to click on the icon of Work. It is like a square with nine dots.
  • Now click on the option of Create a Company Page from the bottom of the drop down menu.

2. Identify Your Business Category

You can choose from 4 different categories of LinkedIn Business Page:

  • Small Business
  • Medium to Large Side Business
  • Showcase Page
  • Educational Institute

Depending on what your business is about? What is its purpose? And What kind of services it offers, you can choose the relevant category.

For instance if you are a small company or shop, you have to select the small business page option. If you have more than 200 employees, it would be better for you to have a ‘Medium to Large Business Page’. This type of page offers tools that are useful for bigger brands, such as job listings.

3. Input Your Company Information

After you are done with choosing the category, you need to add the company information in the page. The details you need to add are:

  • Legal Business Name
  • URL for Website
  • Industry of Business
  • Size of Company
  • Type of Company

Also you will need to upload the official logo of your company. Then add a very creative, engaging and brief tagline that explains the essence of the brand.

It is important that you spend some time drafting a good logo and creating a tagline that showcases your brand the way you want to market it.

4. Share Your Company Story

The next step is for you to share the story of your company in the ‘About’ section of the page. Tell people why and how your company is better and different from other businesses. You can tell your audience:

  • The history and origin of your company
  • The vision , mission and moral values of your company
  • The products or services you offer
  • How are you different from other competitors

You need to create an authentic and interesting story that grabs the attention and interest of readers – remember, first impressions count!

  1. Include Additional Company Details

It is important to share the location of your business and using hashtags that are relevant to the location, services or products for your company will help it to be discovered by the right target audience.

Adding hashtags will help you in finding people who are searching for keywords related to your business. Examples include #Ecofriendly #SmallBusiness #ServiceSector

You can expand the reach of your brand by keeping your page public. This will allow anyone on linkedIn to look into your page but if you choose to keep it private, only you and your connections will be able to see it.

6. Agree to LinkedIn’s Terms

You will need to review the terms and conditions set by LinkedIn, and acknowledge the agreements to finalise and create your page.

7. Optimise Your Presence

To make your business page better over time you can add a few sections including;

  • In the life section you can add the culture and values of your company. You can allow your audience to engage with you through your photos, videos, employee profiles and feedback and perks of the company.
  • You can post any current openings in your company on LinkedIn. You can also choose to display the same job listings on your website to grow organically on both platforms.
  • Make sure you appreciate and honour the staff and key members of your company to show a healthy and strong workspace image.

A more comprehensive page encourages engagement. Add sections gradually over time once your basics are covered.

8. Commit to Regular Updates

Remember consistency is very important to grow your business on LinkedIn. You need to build a connection with your audience and constantly work on it.

Some of the things that you can do are:

  • You can share the announcements and news of your business.
  • You can post insights in blog posts and articles.
  • Try highlighting the campaigns, successes and launches of your company.
  • You can respond to discussions and comments

The Value LinkedIn Delivers

LinkedIn offers you 4 key advantages from the perspective of brand building.

The 4 advantages are:

1. Expand Brand Awareness

You can access more than 740 million professionals on LinkedIn. They will offer you an invaluable exposure and opportunity to grow in your career.

You can create awareness about the expertise of your business in the audience and help them understand the trends and standards.

Remember that it will start with a few followers but with more shares and engagement, comes a larger reach and impact over time. Remember that your employees are brilliant assets for sharing the reach of your business’s updates.

So encourage them to get involved in sharing updates or tagging the company in their own updates. You could even offer incentives for the most engaged employee!

2. Attract and Recruit Top Talent

LinkedIn is a great platform for recruitment. It can be used for searching for jobs and hiring for different job titles. It works wonders both for potential candidates and companies looking to hire new talent.

Recent surveys have shown that more than 70% of people think of LinkedIn as their primary source of job search.

As a company you have to advertise the perks, work culture, and skillsets of your team to attract and retain new talent.

3. Share Company Announcements

You can stay connected with your followers by posting details about your company like:

  • Launching of products or services
  • New hiring and appointments
  • Achievements and awards of the business
  • Leadership content and tips shared by the experts

Do not work solely on marketing your brand. Go beyond it and create content that is helpful for the audience like consumer insights and trend reports. This can help to establish you as an expert in your field that others are more likely to turn to if they need to stay in the loop of what’s relevant in your industry.

4. Generate Leads

LinkedIn is one of the best platforms you can use to generate leads for your business. More than 80% marketers who work in a B2B market use LinkedIn to generate leads.

You have to share valuable content, build relationships and lead people towards your website and contact page. Business Page is like a magnet that will attract the attention of your audience and convert them into sales.

You can also use tools like Lead Gen Forms to increase the number of sales by engaging your audience above to the level of just followers.

Best Practices for LinkedIn Success

There are certain practices that have been tried and tested to help users reach their full potential on LinkedIn.

Some of these best practices are:

Optimise for Search

You can add relevant keywords and phrases in the headline of your page, the description and About us section of your page. This will increase the visibility of your page when users are searching for related services.

Post Visually-Appealing Content

Researches have shown that you can build higher engagement of users by using images, infographics and videos. It’s good to invest in visual assets that will catch the attention of readers and share clear messages.

Plan and create a post with around 20% to 80% of visual content. You can add some eye catching graphics, a YouTube video or embed a lead generation form.

Stay Active

One of the best practices on LinkedIn is posting content and updates regularly and communicating with your connections. Pages with no activity show a disengaged brand.

Normally 2-3 posts per week are a minimum standard on LinkedIn.

Monitor Performance

You have to use the stats and analytics of your page to see how your content is working and what are the areas of improvement. You can only bring more success if you work on the growth trends and change your content accordingly.

Analytics will help you see what kind of content the audience is liking, what are the most searched topics and what formats increase engagement. Make sure you are working on things that actually bring results.

Participate in Discussions

It’s important for you to contribute your ideas and expertise on forums related to your business. Show yourself as a leader that is capable of guiding and bringing results.

You can post comments in other’s content and provide feedback on what others are sharing through polls and surveys. Posting discussion kinds of questions is also a good option. This way you will be in contact with people who actually know and relate to your business.

Be Authentic

LinkedIn is a platform for professionals. You need to make sure that you are sharing content that is both authentic and original. Bad content with wrong information will affect your reputation.

Encourage Employee Advocacy

Get more mileage from your updates by encouraging staff to share company page posts with their networks. This helps expand your brand’s reach.

Employees have 10x more connections than company pages usually do. So leverage your greatest brand ambassadors!

Consider incentives for staff to promote page content, such as:

  • Public recognition when they share updates
  • Prizes or rewards for top advocates
  • Competitions between departments

Tools like EveryoneSocial, Hootsuite and Smarp help empower and track employee advocacy.

Go Live with Video

Live video offers brands a way to instantly engage followers by broadcasting real-time footage.

Use the LinkedIn Live streaming integration to:

  • Conduct a behind-the-scenes tour
  • Host a live Q&A
  • Share company event coverage
  • Reveal a new product reveal

Video delivers engagement rates 50x higher than regular posts. So incorporate this visual medium into your mix.

Utilise Company Hashtags

Create branded hashtags like #LifeAt[YourCompany] and use these consistently across LinkedIn updates.

Encourage staff to incorporate them when sharing personal content related to your company too.

Over time your branded tags become a gateway for discovering related content.

Segment Your Audience

Not all followers are equal. With a Company Page, you can categorise groups like customers, partners, insiders to cater messaging and send targeted updates.

For example, send special offers only to customers or highlight a new integration to partners first.

Incorporate Lead Gen Forms

Lead gen forms allow page admins to gate access to premium content in posts while capturing prospect information.

Offering downloads like whitepapers or ebooks in exchange for work emails helps nurture high-quality leads.

Emails submitted via forms sync directly with your CRM to trigger automations.

Advanced LinkedIn Marketing Tactics

You can take your LinkedIn marketing plan to the next level by adding some advanced strategies that are known for bringing results. For example;

Create Targeted Showcase Pages

You can create Showcase Pages. These pages tend to focus on the key buyers, products, services, locations and details related to a specific niche.

For example, a company that leads in building accounting softwares called Xero has created a country specific showcase page to share localised content with its audience.

Develop a Company LinkedIn Group

Another thing you can do is create linkedIn groups of people with similar interests. It will help you build deeper connections and discussions. You can launch a group for your brand so that your customers, employees and partners can contact each other.

These groups are like small workspaces where experts can guide and grab the attention of customers. They can help you have a closer collaboration with the advocates of your brand.

Leverage Sponsored Content

LinkedIn offers advertising options such as Sponsored Content that allow you to promote your updates, articles, and media to a wider audience beyond just your followers. You can target new audiences based on their location, industry, seniority level, and other factors.

Sponsored Messaging allows you to send messages similar to InMail to members who match your ideal customer profile. You can integrate paid and organic strategies to maintain a continuous online presence.

Track Performance Over Time

Track the lasting effects of your LinkedIn actions by monitoring the growth of awareness, engagement, leads, and traffic on a monthly basis. Keep improving based on what you learn.

For instance, you can determine which topics and content formats are most effective in converting visitors into email subscribers or sales qualified leads. Adjust your content strategy based on this information.

Working on LinkedIn is a smart choice that can bring you long-term benefits. Keep going and keep an eye on how well things are working to enjoy the rewards.

Summary – Establish Your Professional Brand Presence

LinkedIn has become a crucial platform for brands to connect with professionals in their networking circles and industries. Creating a Linkedin business page and leveraging it for your brand can unlock a whole new avenue of marketing potential.

To re-cap, this guide has covered how to create a page that is optimised, engaging, and has compelling content with the intention of helping you to attract and keep followers.

Remember though, just having a page is not enough. To ensure your success, it’s important to regularly provide valuable updates, keep track of how well you’re doing, and actively engage in relevant groups and discussions.

LinkedIn, when used correctly, helps brands increase awareness, attract talented individuals, share important news, and drive traffic to their websites.

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