Whatever your goals (offer job offers, expand your network, promote your company and develop your audience, find customers, etc.), the LinkedIn platform is an ideal hunting ground for B2B and B2C companies . But to stand out, you need a well-optimized company page (or in other words, a professional profile), in particular through worked content . Don't panic, we'll explain how to do it.
In the photo we see the LinkedIn home page for creating an account
How to create a company page on LinkedIn?
Concretely, creating a company page on LinkedIn is very simple, since you just need to:
Go to the home page of your LinkedIn account;
Click on the “product” section at the top right of the page;
Click on “create a company page +” in the drop-down menu that appears;
Select “company” from the 3 choices offered to you (company, showcase page and educational establishment).
If you followed this little tutorial, congratulations, you have just created your LinkedIn company page. However, and as you can imagine, the creation process does not stop at these simple actions .
Indeed, the main purpose of your LinkedIn company page is to allow members to learn more about your business, brand, products and/or services. You must therefore understand that it is not just a simple professional profile aimed at giving the contact details of your company.
Since your primary ambition is to sell your products and/or services, this inevitably involves more online visibility , and therefore the creation of a community . It is the latter that will result, among other things, in increased traffic on your website, the development of your company's brand image, etc.
Think of your LinkedIn company page as a landing page that is office 365 database meant to generate interest and lead members to continue exploring your offering on your website. This means, for example, that your page leads to a call-to-action .
As you can see, it is not enough to create your company page and only publish your internal news. On the contrary, creating and optimizing a LinkedIn company page requires time and effort to offer a complete , attractive and engaging profile with regular publications.
Here are the best practices to implement when creating your company page on LinkedIn.
Insert a logo as a profile picture : this image is your company's identity on the network and remains the best way to easily recognize you. To optimize it, we recommend the PNG format for maximum quality, as well as a dimension of 400 x 400 pixels and a maximum weight of 8 MB.
Insert a cover image (or banner) optimized to convince visitors (reminder of your mission, your values, your offers, etc.). Do not neglect this part, because not all users will read your description. On the technical side, also use the PNG format, as well as maximum dimensions of 1,584 x 396 pixels for a weight less than or equal to 8 MB.
Write a clear description of your company, attractive and engaging for your target (use keywords that will attract the right people). To help you write it, answer a few simple questions. Who are you? Where are you? What do you offer? Who do you offer it to (your target)? What benefits will your customers get from your potential collaboration? What sets you apart from your competitors? What are your values? How can I contact you or get more information?
Indicate the products and services offered , for example using images and/or links to discover or buy them. You can also create product pages (up to 35 on LinkedIn) to present your offers by adding descriptions, images, videos, etc. Your customers will also be able to publish testimonials .
Fill in all the information about your company : industry, head office address, company size (number of employees). Remember, complete LinkedIn company pages are more prominent on the platform than incomplete pages.
Insert a link that leads to your website , and conversely, insert links to your LinkedIn company page on all your media (website, social networks, email signature , etc.). Just like Google, the LinkedIn platform uses an algorithm that pushes user profiles. The more links you have to your company page, the more serious and relevant the algorithm will consider it.
At this point, you already have a good page. However, this will not be enough to make you visible and build your community. This is why you need to move on to optimizing it.
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Why optimize a company page on LinkedIn?
You have certainly understood from reading the above that your presence on LinkedIn alone is not enough to achieve your goals. Indeed, you must optimize your presence on this network to hope to develop your audience. See your company page as a gateway (a marketing channel) to your business, as a tool in your marketing strategy .
A LinkedIn company page to improve your natural referencing (SEO)
Did you know that social networks can improve the natural referencing (SEO) of websites? This is particularly the case for the LinkedIn platform, whose pages are very well referenced by search engines, starting with Google. Give it a try. Search for one of your acquaintances on Google. If this person has a professional profile on LinkedIn, it is very likely that it will be in the first search results . However, this is also valid for LinkedIn company pages.
But that's not all. You probably know that Google's algorithm analyzes hundreds of criteria to determine whether a page (or site) is qualitative and relevant enough to appear in its search results ranking. The number of visitors to your site, the duration of sessions (visits), the click rate, the conversion rate, etc. All of these elements are part of this process. Therefore, by improving these indicators thanks to the visits that come from your LinkedIn company page, you significantly improve the natural referencing of your site .
A LinkedIn company page to create your community
Having a community, professional network or followers on LinkedIn is not only used to improve the SEO of your website. It is also an excellent communication and marketing tool , and also a good way to meet your needs (find clients or partners, recruit young talents, make yourself known, etc.).
Besides, this was originally the platform's primary role. LinkedIn was primarily intended to be a site for creating a network. And even if this is still the case today, the network has changed a lot.
Now, a range of comprehensive tools are available to create your community and easily boost your audience by generating engagement from your subscribers .
