Bryden McGrath // Oct 11 2012
LinkedIn has finally rolled out the new company pages to everyone.
Along with a bunch of little changes, there are a few major ones: The redesign itself, cover images, and the fact that company pages are now visible through the LinkedIn mobile and iPad apps.
These hip new LinkedIn company pages are sort of like when smarty-pants Steve Urkel transformed into Stefan Urquelle thanks to his “Cool Juice” DNA serum on “Family Matters.” Still smart, but way smoother.
All this means that now is a great time to optimize your company page, whether you’ve just created a page or you’re giving your page a check-up. Let’s jump in.
Start here if you haven’t already filled out the basic information on your business page. Click “Edit” in the upper-right.
You’ll then see the below fields: Company Type, Company Size, Company Website URL, Main Company Industry, Company Operating Status, and Year Founded. Make sure these are filled out as accurately as possible to give people the best sense of your business.
Next, look just below all those fields and you’ll find “Company Locations.” For local SEO purposes, make sure you’re entering the address of your business the same way across the Internet. If you have more than one location, click “Add another location.”
Now scroll to the bottom of the page. Add a company description that’s at least a couple of sentences long and then add some of your company’s specialties.
Adding company page admins makes it easier to keep your page updated. Of course, some type of a social media manager should have admin access along with possibly a designer and copywriter. To add them, just start typing their name and then click. If the person you’re looking for doesn’t show up, it’s likely because you aren’t connected to them yet.
Try posting updates daily to keep people up-to-date with your company, or at least the industry your company is involved in. Here at Portent, we make it a habit to update our LinkedIn page with blog posts and events like our monthly webinars.
When posting an update, make sure the image doesn’t look like crap. If it does, uncheck “Include photo.” If you want to see statistics about your individual posts, they’re now sitting just below the image. You also now have the ability to keep a post at the top of all your updates. Just click “Feature this update.”
Moreover, you’ll probably notice that the targeting feature is more visible.
For instance, if you’re posting an update you think only small business employees would find interesting, then specify a target audience using company size. Then check “1-10 employees” and “11-50 employees.” When your update is posted, only followers who work for companies of that size will see the update. Other categories include industry, function, seniority, and geography.
Is your company hiring? When you’re in “Edit,” click the tab “Careers” and then select “Post a job.”
Posting jobs on LinkedIn isn’t free, but it can be useful to post openings on a website where so many professionals reside. Below is an example of one of our job postings on LinkedIn to give you an idea of how these can be organized.
Setting up your “Products” page and adding products or services can be the most time consuming part of optimizing your company’s new LinkedIn page.
The “Products” page (shown below) can be edited to include a description of what your company offers, up to three custom 640 x 220 banner images, a YouTube video, and audience targeting. To find all of this, go to “Edit” and then select the “Services” tab.
Once you’ve finished setting up the main “Products” page, you’ll be ready to add products and services (up to 25!). For an idea of the types of products and services you can promote on your company page, we list Search Engine Optimization, our PPC Essentials Program, Social Media Marketing, Copywriting, and more.
To get started, hover over the arrow next to the “Edit” button on your company page and click “Add product or service.”
Give potential customers the best idea about your product or service by being thorough when filling out each field. Don’t forget to:
When finished, click “Publish.”
If you’re not measuring how your page is doing, then you’re doing internet marketing wrong. For your company page, LinkedIn Insights makes this easy.
Click “Follower Insights” and you’ll be taken to the page below. It keeps track of things like:
On the other hand, “Page Insights” keeps tabs on things like page views, page visitor demographics, unique visitors, and products and services page clicks. Like “Follower Insights,” all of these can be broken down into several sub-categories.
[emailoptin type="social"][/emailoptin]So what’s the takeaway? Measure and learn. If company update engagement has decreased over the past few months, what are you doing differently? Maybe you’ve been updating too frequently and people aren’t sharing your updates as often. If that’s the case, update less and see if engagement increases next month.
How do you feel about the changes LinkedIn made to company pages? Leave a comment or question.
Bryden came to Portent as a copywriting and social media intern and is now a Social Media Strategist. Read More