If you are reading this article, it is probably because you have recently created a company or that you have begun to realize the importance of social networks for business after a long time with it.
And in this aspect, LinkedIn is one of the most important if not the most important, since it will allow you to publicize your business, brand or product, and offer job opportunities that users can request.
So if you are looking for how to create a LinkedIn page for a company correctly, congratulations, you have found the right place. Let's go there!
Advantages of Linkedin for companies:
First of all, I would like to clarify that Linkedin, as I have just mentioned, offers us many possibilities, such as the ability to generate business profitability and a series of benefits that we will list below.
Of course, as long as we know how to use the tool, we have dedication and perseverance, and we dedicate time to see results.
Here are some of the advantages offered by registering a company on Linkedin.
●It is a social network created by and for professionals.
●In this network, you can publish job offers and hire all kinds of professionals.
●Give visibility to our brand, we can publish interesting content for our clients and that our employees share it to give it great diffusion.
●These content and posts that we publish manage to attract traffic to your website.
●It allows you to make synergies with other businesses and to network with other companies and professionals in your sector.
●Ability to advertise highly segmented at a professional level.
●It allows us to promote our brand, work on our branding, and make our products/services known to potential customers.
●It allows you to create direct relationships with your potential customers and establish dialogues with them.
Once you have seen the benefits and advantages that Linkedin offers, I proceed to explain step by step how to create a company profile on LinkedIn.
Create a company profile on LinkedIn
1. The first thing to do to create a company page on Linkedin is obviously to register and have a verified personal profile on this social network.
On the other hand, in the "Experience" section of your profile, you are part of the company you want to create a page for and the position or position you occupy.
2. Once you have completed these steps and you have accessed your personal Linkedin account, you should look in the upper right corner of the top bar, and click on the "Products" tab. Then a drop-down will appear, and you will have to select the Company Pages option, which will appear in the last stay.
3. Then, you must choose the option that best suits your company or business, depending on the organization's size and the number of employees it has.
4. Then, a window will appear so that you can start filling in the necessary data to configure your company page:
●The name of the company.
●URL of the company.
●What you write immediately will be part of the public URL of your company in your company and will appear after "linkedin.com/company/."
●If your business has a website, in this box, you must enter the URL of said website.
●Company size: Yes, this has already been asked in the previous step, but now they will ask us more specifically, based on what we have previously selected.
●Logo: It is recommended that the dimensions be 300 x 300 px. and that are in JPG, JPEG, or PNG format.
●Finally, it will ask us to confirm that we are the official representative of this company and that we have the right to act on behalf of the company during the creation of the page.
And your page will be ready, now I recommend that you optimize the profile with details such as:
●It is not mandatory, but it is a great opportunity that LinkedIn gives you to make the first impact and attract and capture the attention of your visitors, with a representative image of your business or personal brand.
●The recommended size is 1536 x 768 px.
●In this section, you can edit different aspects related to your page, such as the page information, in which you can change the name of the page and add a slogan or slogan that is representative of your business. On the other hand, we can also add buttons, groups, hashtags, and other functionalities.
I recommend that you constantly update your page with publications, such as articles about products or services related to your company, infographics, videos, opinions, etc. and send invitations to professional contacts to subscribe to your page and help spread it.
Do you use LinkedIn? Chances are, you have a personal profile, but if you're not actively looking for your next career opportunity, then you're probably not using it a lot.
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In a minute, I'll tell you why you need to create a LinkedIn business page and how to do it, but first let me tell you this: If you don't regularly check LinkedIn, you are. not alone. The average LinkedIn user only spends 17 minutes per month. It's easy to overlook this social network.
LinkedIn: The largest professional network in the world
Why Your Business Needs a LinkedIn Company Page
How to create a business page on LinkedIn (5 steps)
Getting the most from your LinkedIn Page
LinkedIn: The largest professional network in the world
LinkedIn was founded in 2002 by Reid Hoffman and ten other co-founders, several of whom belong to the "PayPal Mafia" like Hoffman.
What is the Paypal mafia? This is a group of former PayPal employees who went on to successfully start their own businesses:
The most famous is probably Elon Musk, known as the mad genius behind Tesla and SpaceX. But there are plenty of other former PayPal employees who have done very well on their own. In fact, six of them, including Reid Hoffman, have become billionaires.
This is an important detail in LinkedIn's history, as the founding team and their connections to Silicon Valley have undoubtedly played a huge role in the company's success.
In 2003, LinkedIn led a fundraiser which was led by Sequoia Capital, a venture capital firm known for its investment in many “unicorns” such as Google, Apple, PayPal, YouTube, WhatsApp, and many more. other.
And the LinkedIn team did not disappoint. In 2004, the company reached 1 million users, in 2006 it had its first profitable month, and in 2007 it reached 10 million users.
In 2008, after several venture capitalists acquired a 5% stake in LinkedIn for $ 53 million, the company was valued at $ 1 billion (after market valuation).
In 2010, it was valued at around $ 2 billion, although by the end of the year its value had dropped to around $ 1.5 billion. That same year, it ranked 10th in Silicon Valley's Top 100 Most Valuable Startups.
LinkedIn experienced explosive growth between 2010 and 2011, from approximately 500 employees to approximately 2,100 full-time employees, and was the subject of an IPO in 2011.
LinkedIn continued to grow at a rapid pace, but in 2016 it experienced a small setback when stocks fell 43.6% in a single day, costing them $ 11 billion in market capitalization. What happened ?
Apparently, investors weren't impressed with LinkedIn's forecast for 2016 (the company predicted first-quarter revenue to be $ 820 million instead of the $ 867 million forecast by analysts) and decided to leave the ship.
However, this "disaster" did not prevent LinkedIn from being bought by Microsoft for $ 26.2 billion, which was Microsoft's largest acquisition at the time.
Today, LinkedIn has over 575 million users, with over 260 million monthly active users. It is the largest professional social network in the world.
Want to learn more about LinkedIn? See Statistics and Facts on LinkedIn.
Why Your Business Needs a LinkedIn Company Page
You might be wondering why create a business page on LinkedIn, a social network where people only spend 17 minutes per month (on average).
Here are the three main reasons:
# 1 lead generation
LinkedIn is a great place to reach potential customers.
In fact, according to HubSpot, LinkedIn is 277% more effective at generating leads than Twitter and Facebook.
It's no surprise that 79% of marketers rate LinkedIn as a "very good source of leads" and B2B marketers report that 80% of their social media leads come from LinkedIn.
A great resource on using LinkedIn for lead generation is “The Sophisticated Marketer’s Guide to LinkedIn” (2019 edition is out now!).
The guide advises building an organic presence on LinkedIn by:
Creating a LinkedIn page. “With a LinkedIn Page, you can find your place in the global business community, tell your business story, and give customers and prospects a place to learn more about your company, your employees and your brand. "
Using showcase pages. “Use cover pages to create pages dedicated to your most prominent brands, industries, products and initiatives to expand your LinkedIn presence. "
Creating long articles. “With an intuitive blogging tool that integrates seamlessly with your LinkedIn profile, you can post new or previously posted content on LinkedIn to quickly grow your audience and network. "
Taking advantage of native video. “Native videos appear directly in the LinkedIn feed as stand-alone articles, allowing you to engage with business decision makers throughout the buyer's journey on LinkedIn. "
Participating in LinkedIn groups. “Groups provide a place for professionals in the same industry or with similar interests to share their ideas and experiences, seek advice and make valuable connections. And they provide a great opportunity for your business to establish yourself as a thought leader, whether you're participating in discussions in established LinkedIn groups or starting your own LinkedIn group within your business. "
The guide also advises you to boost your organic strategy with paid advertising through Sponsored Content, Sponsored InMail and Sponsored InMail and Dynamics Ads.
But this is not the only guide available.
We've also produced a tasty and in-depth guide covering the following topics on How to Use LinkedIn for Marketing Success that you might want to check out.
# 2 Recruitment
Everyone from Inc. to Entrepreneur to Forbes is talking about hiring the best talent. And that's understandable.
After all, recruiting and keeping the right people is one of the biggest challenges in running a business, and the stakes are high.
Noah Kagan, well-known entrepreneur behind AppSumo, says:
“After working on Facebook, Mint and now AppSumo […] I know the best people produce a lot more and can grow a business 100x more than a person just OK. "
He explains that recruiting the best talent is like dating someone: the best people are already taken. They are already working for a large company, are paid well and are satisfied with their work.
So, according to Noah, you should build relationships up front so the best can think of you when they're ready for their next career opportunity.
Now think about it: what's the best way to communicate with a professional who impresses you but who you don't know personally?
You guess it. LinkedIn.
See, if you email someone, they're going to want to check you out and go to LinkedIn anyway, so why not spare them the trouble and contact them there?
This way they can examine you with one click and make sure you are a serious person.
And with another click, they can take a look at your company page to see if it's a place they'd like to work.
What about people who are actively looking for their next career opportunity?
Well, they're also on LinkedIn, scouring vacancies. They might come across your job posting through their network, even if they've never heard of your company before.
In short, if you want to attract top talent, you have to have a business page on LinkedIn (in fact, not having one might even turn great people off because it sounds suspicious).
# 3 Advertising
You probably want to be featured in the media. Who doesn't like free advertising?
Well if you want to increase the chances of this happening you have to understand how it works:
A copywriter receives a mandate from a publisher who requires mention of a company in your field.
This writer decides to talk about your business.
They go to the company site to find the information they need.
However, if they can't find what they need on your site, then the next place they go is LinkedIn.
And what if they can't find it on LinkedIn either?
Simple. The author drops the idea of mentioning your business and goes with one of your competitors instead. So make sure your business has a great site and a strong LinkedIn page.
How to create a business page on LinkedIn (5 steps)
Luckily, setting up a LinkedIn Company Page is very easy, and you can do it today:
Click the "Products" icon in the upper right corner of your LinkedIn home page.
Choose the option "Create a company page".
Choose the option "Small Business" or "Medium to Large Business" depending on the size of your business.
Enter page identity details, company or institution details, and profile details.
Click on "Create a page".
Here are all the steps:
Remember to confirm that you have the right to act on behalf of the company by checking the box:
Keep in mind that if your LinkedIn account is new or if you don't have enough connections then you might get an error message.
This means that you have to build your profile and expand your network if you want to have a business page.
Once you have created your page, click on "Start building your page" and add more details.
Getting the most from your LinkedIn Page
The 5-step process of building your LinkedIn Company Page is just the beginning, you need to optimize that Company Page if you want to get results. To do this, you must take into account the following aspects.
Create an engaging LinkedIn “About” page
The "About" page is the first thing a person sees when they click on your company profile on LinkedIn.
There are three things you need to do:
# 1 tell your story
Do you remember in high school you memorized dates for a history exam and then forgot them the second you left class? Memorizing these dates was difficult because humans weren't made to remember facts, we were made to remember stories.
But what does this have to do with your LinkedIn page? Well, if you present your business to visitors with a series of facts, they won't remember much once they leave the page.
On the other hand, if you tell a story and do it well, people will remember it for a long time. And they will remember your business too.
# 2 sell your products or services
No, I don't mean literally asking people for money in exchange for a product. I mean convey the value of the product / service you are selling.
Here it is important to understand the difference between features and benefits:
A functionality is a characteristic of a product (Example: "These shoes are waterproof").
One benefit is the value that your customer will get from this product (Example: “These shoes will keep your feet warm and dry!”).
There is a saying in the editorial: "Features speak, but benefits sell".
It is important to understand that while listing the main characteristics of a product can be helpful, you still need to sell benefits.
Don't just tell people what your product does, tell them how it will make their lives better.
# 3 provide social proof
We are social creatures. We have evolved by looking at others when we are not sure what we are doing.
This is why social proof is so important. No one wants to be the first to try a new product.
Ok, that's not quite true, there is something like early adopters who want to try everything.
But most people are not like that. Most people don't want to take risks with an unfamiliar company. They want a sure thing.
And providing social proof can help potential customers who are still hesitant to make a decision.
It's okay if you're just starting out and don't have social proof yet. You should strive to acquire some!
However, once you get something, whether it's a customer testimonial, or a mention in the media, or an article in a prestigious publication, you should add it to your "To" page. about ".
An "About" page that tells your story, sells your product, and provides social proof is a great way to introduce your business to potential customers.
Provide a list of employees
You might be a little hesitant to provide a list of employees.
However, it works as social proof for people who might be interested in working at your company because it shows that you are a legitimate company, not a shady place where employees are so ashamed to work there that they don't. won't even put it on their LinkedIn profile.
Additionally, an employee roster is a valuable resource for copywriters, as it allows them to quickly check out the structure of the company, understand who's doing what, and reach the right person.
For example, if a copywriter wants to ask a question about your marketing strategy, they can just send a message to your marketing manager on LinkedIn.
This is important because you will get busier and busier as your business grows and you may miss out on a great media opportunity just because you didn't check your inbox on time.
In the meantime, your employees will likely be more available than you, so it would be good to provide writers with a way to contact them directly.
Update your page regularly
You don't want your page to look sloppy. But what should you post?
“The Sophisticated Marketer’s Guide to LinkedIn” advises following the 4-1-1 rule that was invented by Tippingpoint Labs and Joe Pulizzi, founder of the Content Marketing Institute:
"For every selfish tweet, you should retweet ONE relevant tweet and most importantly share FOUR pieces of relevant content written by others. "
Yes, the 4-1-1 rule was originally created for Twitter, but you can also apply it on LinkedIn.
For each promotional update, share one relevant article from a thought leader in your field and four relevant pieces of content written by others.
This way your followers will see that you are consistently providing value and will continue to follow you.
Show why your business is a great place to work
In the article "Top Talent Acquisition: In his article entitled" 4 Steps to Hiring the Best Talent in the World ", Noah Kagan explains that to attract the best talent, you have to show them why your company is a great place to be. to work. He shared an image he saw on a Craiglist ad:
Yes, just looking at this photo makes you want to go get a prescription for antidepressants, so it's probably safe to say that very few people would apply for a position like this.
With your business page on LinkedIn, don't make the same mistake.
Think about what makes your business a great place to work. So don't forget to mention it on LinkedIn.
For example, here is the photo of Noah:
An office bar is pretty cool, but more importantly, it shows that AppSumo is a relaxed, friendly and laid back place to work where people don't take themselves too seriously.
“Make your pages what you really are. Don’t try to be nuts if you’re not. For example, as a law firm, you can say that you work like crazy, get paid very little, but do work that is the most meaningful thing you have ever done. Tell your business story and explain why this role is important to you. Even if you don't have the resources of Google. Add your faces to your page. Add your attitude. "
The key is to find what is attractive. It might be a cool office. Maybe it's a flexible work schedule. Or maybe it's a chance to work remotely (check, verify, verify, and verify for Kinsta). Whatever it is, mention it on your company page and highlight it in your vacancies.
Remember: when it comes to top talent, you assess them and they assess you, so make an effort to impress them.
Your business page does not concern you
There is a joke in the editorial that goes like this:
“What's everyone's favorite radio station? WII FM! "
WII FM stands for "What's in it for me? "
This joke is a reminder that people don't care about you, they care about themselves, which is why you should focus on them.
It might sound confusing, I know.
How can you tell your story, sell your product, provide social proof, and show the benefits of working in your business without talking about yourself?
This brings us back to the concept of "features speak, benefits sell" that I explained earlier.
Let me explain it with a short and clear example:
"These shoes are waterproof" is talking about you, "These shoes will keep your feet warm and dry" is talking about your potential customer.
Either way, you're talking about your product, of course, but with a different focus. In the first case, the emphasis is on the product; in the second, the focus is on who you are selling the product to.
You should apply this principle to your entire business page. Everything in it should be calculated in a way that appeals to potential customers and potential employees.
LinkedIn is the world's largest professional social network with over 575 million registered users and over 200 million monthly active users.
This is where professionals go to look for their next opportunity and where editors look for information about a company they want to feature in a future article.
It's also the place business executives go to check whether a company they are considering working with is legal.
Don't make the mistake of neglecting LinkedIn just because you don't check it every day. Create your business page today!
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