Grow your virtual network: How to use LinkedIn to better your business
by: Allie Rohlfs
It’s all about who you know. LinkedIn is an essential social media platform for your company; the professional network allows you to connect with your audience and spread brand awareness. Here are tips on optimizing your company’s LinkedIn page.
It’s time to get connected. In order to set up a LinkedIn Company Page, you must have your own personal LinkedIn page. Once set up, click the “Work” button in the top right, and then click “Create company page.”
Make it eye-catching
To make your company page stand out and attract followers, add a cover image and profile picture. Choose a cover image that is relevant to your business, and use your company logo as the profile picture. The sizing of the images matters; the cover photo must be 1536 x 768 pixels and the profile picture must be 300 x 300 pixels.
LinkedIn allows a 2,000-word description for your business; be sure to highlight important keywords about your purpose, mission, products and services. Fill in each section completely, including your company’s physical location, industry size and type and website link.
Add page admins
Don’t go it alone! Click Admin Tools and then Page Admins; you can add other employees by name, giving them access to manage the page as well. (Tip: You must already be connected with someone to give them admin access.)
Congrats! You created an impressive and professional company page. Now what?
The more followers and connections, the merrier! Encourage employees to follow the page and add their job position at your company. Add a LinkedIn widget on your company website to attract customers to like your page, and invite your connections on LinkedIn to follow your company.
LinkedIn recommends posting weekly in order to increase content engagement. Recent Sprout Social research shows that the best days and times to post are Wednesdays at 3 p.m., Thursdays from 9 to 10 a.m. and Friday from 11 a.m. to noon.
Not sure what to post? Ensure your content is engaging and beneficial to your audience. Include photos and videos in your posts to capture your followers’ attention and increase engagement. Reshare mentions and posts from your employees that highlight company culture.
Staples’ company LinkedIn page provides valuable tips to its audience with blog posts about eco-friendly ways to keep your workspace clean. There are several engaging videos on the page, including a fun inside look at people working from home. Keeping up with the rapid changes in the world today is a top priority for a company page.
Another great example is Coca Cola’s LinkedIn page, which highlights its employees, promotes diversity and inclusion and provides details about the company’s sustainability and social justice efforts.
The most important thing to remember is to keep your posts informative, engaging and helpful for your audience. LinkedIn is a valuable platform that allows a company to connect and network, as well as establish professional relationships with a wide audience. Get connecting!