There are millions of company pages on LinkedIn, so if your brand isn’t already active on LinkedIn, now is the time to get started. It costs nothing to start a company page and there are countless benefits to doing so: greater digital footprint (and thus, more eyes viewing your branded content and people clicking on your links), increased opportunities to connect with potential business partners, high-quality recruitment channels, and so much more.
Even if you already have a company page on LinkedIn, there is likely room for improvement when it comes to optimizing your page and getting your content in front of new audiences. Since LinkedIn’s popularity is unlikely to fade any time soon, here’s how your brand can amplify its online visibility with LinkedIn:
Create/Optimize Your LinkedIn Company Page
Creating a company page on LinkedIn is as easy as creating a LinkedIn profile for yourself. The trickier part is optimizing it so that you rank higher in LinkedIn searches. To accomplish this, you can’t go wrong with taking notes on the best LinkedIn company pages (over 13,000 nominations in 2018 – resulting in LinkedIn’s hand-picked list of the top 10 company pages of the year).
Additional ways you can optimize your LinkedIn company page include:
- Including branded visual content (profile photo, cover photo, and posts)
- Publishing authoritative content in a variety of formats (video, podcasts, blog posts, infographics)
- Personalizing your brand with just-for-fun posts (every once in a while) and interviews with company leadership and/or happy client testimonials
Boost Your SEO with Company Specialties
Did you know that the “Company Specialties” (in the About section) are SEO-indexed? This means that the keywords you select as your brand’s specialties could drive in more traffic from LinkedIn searches. For instance, if you’re a pet sitting business, then you should include a variety of specialties like “dog sitting,” “cat sitting,” “pet care,” “dog walking,” “animal care,” and so on.
These are the key words and phrases people use when searching for businesses both on LinkedIn and in general search engines like Google, so don’t miss this opportunity to get a free SEO-boost for your brand!
Post Regular Company Updates
Oftentimes, brands create a company page on LinkedIn and proceed to do absolutely nothing with it. Simply having a company page is a good start, but to really see some results from your LinkedIn presence, you should treat it like any other social platform and create/schedule/publish regular updates.
These may include exciting company announcements, occasional product/service launches, information-packed blog posts, and even quotes or stats overlaying a relevant, eye-catching image (these tend to acquire particularly high engagement rates on LinkedIn).