How to Create a LinkedIn Business Page

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.

Step-by-Step Guide To Creating A Business Page 

Step 1: Initiate from the LinkedIn Homepage

Sign in to your LinkedIn personal account. If you don’t have an account, you’ll need to create one to proceed. Once logged in, navigate to the top right corner of your LinkedIn homepage and click on the ‘Work’ icon, symbolised by a square with nine dots. Scroll down to the bottom of the drop-down menu and click on ‘Create a Company Page.’

Step 2: Identify Your Business Category

LinkedIn offers four categories: Small Business, Medium to Large Business, Showcase Page, and Educational Institution. Evaluate your business’s nature, size, and purpose to select the option that resonates most with your organisation.

Step 3: Populate Your Company Information

Now, you’ll need to provide specific details about your company. This includes your company’s legal name, your company website, the industry you operate in, your company’s size, and your type. Additionally, you’ll need to upload your company logo and create an engaging, concise tagline that encapsulates what your business does or stands for.

Step 4: Convey Your Company Story

In the ‘About’ section, craft a captivating description of your company. This is your opportunity to communicate your company’s story, mission, values, and what makes your offerings unique. Be authentic and use this space to highlight the essence of your business.

Step 5: Input Additional Details

Enter the location of your company’s headquarters and add relevant hashtags to increase your page’s discoverability. Hashtags should be associated with your business or the content you’ll be sharing. Lastly, specify whether your company is public or private.

Step 6: Acknowledge LinkedIn’s Terms

Review LinkedIn’s terms, tick the verification box to acknowledge agreement, then click ‘Create page’. Voila! Your LinkedIn Business Page is now created!

Step 7: Optimise Your Page

Don’t stop just yet. Ensure your page is robust and appealing by adding more sections. ‘Life’ can showcase your company culture, ‘Jobs’ can advertise open positions, and ‘People’ can introduce your team. This creates a more comprehensive and engaging page.

Step 8: Cultivate Engagement through Regular Posts

Your LinkedIn Business Page is a living entity – keep it active! Regularly post updates, share insightful blogs, announce product releases, highlight company achievements, etc. Consistent activity keeps your audience engaged and increases your page visibility, thereby driving traffic and enhancing your brand presence.

Remember, creating your LinkedIn Business Page is just the beginning. Consistent engagement, content sharing, and networking are key to harnessing the full potential of this platform for your business.

Who Needs A LinkedIn Business Page?

Any organisation that aims to grow its professional network, attract potential employees, showcase its services or products, or simply wants to establish a professional presence online could significantly benefit from a LinkedIn Business Page.

Why LinkedIn Business Pages Are Useful

1. Brand Awareness: LinkedIn has over 740 million active professionals; a Business Page gives your brand an opportunity to be seen and recognised by a global professional community.
2. Recruitment: It’s an excellent platform for attracting top talent, posting job vacancies, and showcasing your company culture.
3. Sharing Company Updates: You can share your company’s updates, achievements, and news to engage with your followers.
4. Lead Generation: By sharing valuable content, engaging in discussions, and building relationships, you can drive traffic to your website and generate leads.

How Is A LinkedIn Business Page Different To A Personal Page?

There are several distinct differences between a LinkedIn Business page and a personal LinkedIn page that you might create for yourself.

Purpose:

• A LinkedIn Personal Page is for individuals to network, and share their experiences, achievements, skills, and thought leadership. It’s essentially your online professional resume where you can highlight your career progress, connect with colleagues, and engage in professional groups and discussions.
• A LinkedIn Business Page, on the other hand, is for organisations. It’s a place where a business can promote its products or services, share company updates, post job vacancies, and foster a community around its brand.

Content:

• On a Personal Page, you share updates about your professional life, post articles that reflect your views, and interact with other professionals’ content.
• On a Business Page, the content focuses on company updates, industry news, and professional insights. It often takes the form of blog posts, white papers, company news, or product updates. This content is more about showcasing the company’s brand, culture, values, and offerings.

Connections vs. Followers:

• A Personal Page has “Connections”. You connect with other LinkedIn users on an individual level, and you usually know these people in a professional capacity.
• A Business Page has “Followers”. Anyone on LinkedIn can choose to follow a business page and receive updates. This isn’t limited to employees of the organisation – customers, competitors, or anyone interested in the company’s updates can follow a business page.

Features and Tools:

• Business Pages have access to specific tools and features designed for organisations. These include analytics to track page performance, the ability to post jobs and create advertisements, and options to feature multiple products or services.
• A Personal Page doesn’t have these features, but individuals can still use LinkedIn for job hunting, networking, and personal branding.

Remember, for businesses, a LinkedIn Personal Page and a LinkedIn Business Page should work hand in hand. Employees, especially leaders within the company, can use their personal profiles to act as brand ambassadors, sharing company updates and providing a personal perspective on the company’s story.

Best Practices and Tips For Businesses On Linkedin 

Optimise Your Page for Search

Use relevant keywords in your company description to improve your page’s visibility in search results both on LinkedIn and on search engines like Google.

Use High-Quality Images

Ensure your logo and cover images are clear, professional, and representative of your brand. LinkedIn suggests a logo size of 300×300 pixels and a cover image size of 1536×768 pixels.

Regularly Update Your Page

Keep your page fresh by sharing regular updates, company news, industry insights, or thought leadership content. This keeps your audience engaged and your brand top-of-mind.

Engage with Your Followers

Reply to comments on your posts, engage in discussions, and share relevant content from others. This helps to build a strong community and encourages more engagement on your page.

Measure Your Performance

LinkedIn provides analytics that can help you understand who is viewing your page, which posts are most engaging, and how your follower counts change over time. Use this data to continuously optimise your strategy.

Creating a LinkedIn Business Page is a powerful way to showcase your company to the world, generate leads, and attract top talent. Start yours today and leverage the potential of this professional networking platform.

Advanced LinkedIn Business Page Tips

Showcase Pages

If your business has multiple brands or products, consider creating Showcase Pages. These are niche pages off your main LinkedIn page that allow you to promote specific products or market to a specific buyer persona. They offer an opportunity to cater your messaging and content to a more targeted audience.

LinkedIn Groups

Consider creating a LinkedIn Group associated with your Business Page. This is a place where professionals in the same industry or with similar interests can share content, ask questions, post and view jobs, and make business contacts.

Sponsored Content

To reach a larger audience, consider utilising LinkedIn’s Sponsored Content. This is a type of advertising where you can promote your posts beyond your existing followers to a wider audience, based on your set preferences and goals.

Employee Advocacy

Encourage your employees to engage with your company updates. When they like, comment, and share your posts, your content becomes visible to their connections as well, amplifying your reach. Employees can be your best advocates.

Company Videos

Consider adding videos to your LinkedIn page. Videos are one of the most engaging forms of content. You could create videos about your company culture, product demos, or thought leadership.

CTAs in Updates

Whenever possible, include clear calls-to-action (CTAs) in your updates. Whether it’s directing users to read a blog post, sign up for a webinar, or check out a new product, CTAs guide your audience towards taking the action you want.

The Long-Term Value of a LinkedIn Business Page

Building a successful LinkedIn Business Page is a long-term investment. Like all forms of digital marketing, it takes time to cultivate a strong, engaged network. But the professional nature of LinkedIn, along with its robust targeting capabilities, makes it a valuable platform for any business looking to grow its online presence.

Also, remember that LinkedIn is a networking platform. It’s not just about broadcasting your own content and updates; it’s about engaging with others as well. Make sure you’re regularly interacting with the content your connections post, and participate in conversations within your industry. This helps to build relationships, increases the visibility of your business, and positions your brand as a leader in your industry.

Summary

Creating a LinkedIn Business Page is a significant step for any organisation aiming to build its professional presence, connect with potential employees, showcase services or products, and foster a community. Our comprehensive guide detailed the process of establishing such a page, underscoring its utility for growing brand awareness, recruiting talent, sharing updates, and generating leads.

To create a LinkedIn Business Page, start by logging into your LinkedIn account and selecting ‘Create a Company Page’ from the ‘Work’ drop-down menu. Define your business category and input your company details, including a compelling ‘About’ section that encapsulates your company’s story. Remember to include your company location, and relevant hashtags, and define your company’s status as public or private. After agreeing to LinkedIn’s terms, your page is created!

But, the journey doesn’t end there. To truly leverage the platform’s potential, ensure your page stays active by posting regular updates and engaging content. Add more sections like ‘Life’, ‘Jobs’, and ‘People’ to provide a comprehensive view of your company. Engage with your followers, optimise your page for search, use high-quality images, and monitor your page’s performance through LinkedIn’s analytics.

Whether you’re an established business or a start-up, a LinkedIn Business Page offers you a platform to connect, engage, and grow. Harness the potential of professional networking for your business with LinkedIn.

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