Welcome to the Part 3 of the Join the Conversation article series on LinkedIn. Now that we have established some basic networking and content sharing habits, it’s time to take a look at Company/Business Pages and how to build them effectively.
Your company page is a massive opportunity for business promotion and it represents a highly effective tool for establishing your brand within your industry as well as for attracting new talent to your company. But before you can take full advantage of all the benefits of having a LinkedIn company page which not only represents your business accurately but elevates it above the competition, you have to build one which is capable of doing just so.
Please note that this article will not be covering the basic elements of a company page but simply offer tips, tricks, ideas, and advice on how to built a great company page.
Create a recognizable LinkedIn Page URL:
When building a LinkedIn company page, the first thing you should do is ensure that the LinkedIn URL of your page is as similar to your company name as it can be, and that it reads in a simple and memorable way. Much like when picking a standalone website URL, the address of your LinkedIn page should be simple, short, and easy to remember. A “clickable” link to your page may not always be possible (print ads, for example) and for those situations you will want the company page extension to be short and free of too many punctuation characters. A “/mycompanypage” extension has a lot better chance of being remember by a potential client than “/my_company_xxpagexx”.
Grab Attention with a Logo & Hero Image:
Next up are the two most visually dominant elements of your company page: logo and hero image. Most guides you’ll come across seem to reduce these two elements to a simple act of uploading your company logo and a visually distinctive background image. While you should at the very least do exactly that, these two page elements can be used as very powerful tools of promotion and differentiation.
One logo is good, but many logos are better. Create seasonal logos, variant logos with striking color alternatives, mirror color schemes, or create and add a myriad of attention grabbing color altering options to surprise your frequent page visitors, or to instantly grab the attention of visitors who are just clicking through your company page and give them a great reason to stay and click the “Follow” button.
A “Hero Image”, at first glance, is a background image for your logo and a header image for your company page. But if you look closely, it is also a free digital billboard ready to flag down countless new visitors in your direction with unlimited options to impress and differentiate your business from your esteemed competition. While you can create drama and attract attention to your hero images by downloading striking stock images related to your company, product, or industry, you can get a lot more out of a hero image by going a step or two farther. I recommend adding your company name, or slogan/tagline on every hero image. While your logo is already there on the page, the most dominant and imposing thing anyone visiting your page will see is the hero image. And if you are already working on adding some flair with a nice centerpiece image placed on the background of a slightly out of focus glorious sunrise or sunset, the only thing that will allow your hero image to make an even longer lasting impression is if your company name, slogan, or tagline is prominently displayed across it.
But hero images aren’t just limited to dramatic landscape backgrounds. Feel free to place your company banner in place of a hero image, or even a company ad. That hero image element is your handshake, your company’s first impression and you should display whatever it is that you want the visitors to your page to see and what you think will grab their attention the quickest.
Custom (CTA) Button, the LinkedIn company page hidden gem:
Just below the logo and the hero image is a section which offers the visitors a chance to follow your page or respond to a Call-to-Action using the Custom Button. While most company pages tend to link their websites via the CTA button, you can again, by changing the rules a little bit, get a lot more promotion for a minute amount of effort.
Custom Actionable Button is a clever little tool that offers you the option to change the type of Action you are calling on your visitors to take. When you click on the EDIT icon next to the button you are taken to the setup menu where you can choose one of the five preset Button Name categories and below is a bar where you can enter the destination URL. Custom Actionable Button (CAB) can be turned ON or OFF in the setup menu, but I highly recommend having it on at ALL TIMES. Considering that LinkedIn is a high traffic social network for professionals, CAB can be, and usually is, a great source of referential and cross-linked traffic to whichever destination you choose to link with the button.
While this may seem more like a promotional tip, I believe that you should at the very least be aware of this “trick”, if not start employing it, from the moment your company page is built.
Images used in the Hero Image could feature company logo and key contact info such as website URL, or a phone number which would open up the visit website CTA button for promotional purposes by linking the visitors to new product pages, demo pages, subscriptions, learning content pages and more. The Hero Image is an understated but highly effective promotional tool.
Create a compelling and attractive section about your company:
After you are done with the header elements of your company page it is time to move on to the content. The most important element of the page “launch” content is the “About Us” section. To truly check off all of the boxes of a perfectly written About Us section you should write an attractive and compelling “letter” to all of your visitors with enough flare to differentiate your company while at the same time making it more than just a series of short answers to basic questions such as: who are you, where are you from, what do you do, etc.
Talk about your company values, tell your future clients about services or products you offer, share some impressive statistics, and so on. Ideally you want to create a brand voice and not a company description. If you are having writer’s block when you get to this part, use examples from other companies who have gone above and beyond the basic company description such as: Four Seasons Hotel, Evernote and 3M, just to name a few of my LinkedIn favorites.
Of course, not all of your “About Us” section is about seducing your visitors into clicking the “Follow” button. Make sure to properly fill out those ever-important ABC’s of your business such as location, company size, industry, and so forth, before moving on.
At the bottom of the details section you will find a hidden gem called Specialties. These serve as keywords for your company and services and/or products you specialize in. You can add 20 of these specialties to your company page, and I strongly recommend you add as many as you can think of. They will help others find your company based specifically on products you offer, things you do and services you can provide to your potential clients.
Make your whole page, and especially the company description, keyword and SEO friendly. LinkedIn users can search by keyword and the search engine that produces results ranks them by using fairly standard SEO requirements.
Don’t forget the employees, your promotional secret weapon:
One last thing you should have built by the time you are ready to “launch” your company pages is a Careers Page. Your own happy employees can be one of the most powerful, cost free, and effective promotion and recruitment tools. Ensure that as many of your employees as possible have LinkedIn profiles, and that those profiles are connected to your company page, and are also professional in appearance. This is only the tip of the iceberg for the Careers page, and I will be tackling all of its hidden gems in subsequent articles. However, if you follow the few tips I shared in this section, you are well on your way to unlocking the promotional secrets of your employees as a part of your company page.
Your LinkedIn Company Page can be an incredibly valuable resource for driving traffic to your website, increasing leads, deals, and sales, recruiting new talent, and creating a brand identity and trust for your business. Knowing how to build it properly is just a start and in the next article I will be delving into the basic building blocks of Brand Promotion, which will showcase a good portion of the true marketing power of LinkedIn.
Thank you for reading! Stay safe and healthy.
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