Optimization for Your LinkedIn Company Page: How to make your profile stand out
In addition to guest posting on the UpCity blog, QCM Agency is featured as one of the Top Digital Marketing Agencies in the United States. Check out their profile!
With more than 750 million members across the globe, LinkedIn is the world’s largest professional network. Most people know it’s a great place for individuals to make connections, find jobs and get career tips, but did you know that it can also be a great platform for your business to leverage? Aside from posting jobs, you can use LinkedIn to grow your brand’s voice, showcase testimonials, and build your audience and establish your business as a thought leader in your space.
Don’t know where to start? Read on for our top tips on how to set your brand up for success on LinkedIn beyond your personal profile.
Ensure the Linkedin Profile Image and Banner Align with Your Brand
First impressions are everything. If a user visits your page and the first thing they see is the generic LinkedIn banner image, your credibility is immediately going to drop before you’re even given the chance to share what your business is all about.
Your profile image can be fairly simple–a clear, correctly sized image of your company logo is usually the best option. This is the image that will show up when your business comments on a post or shows up on a feed, so a simple, recognizable image is ideal.
The banner allows for a little more creativity to express your brand’s voice. If your business has a company motto, tagline, or other short phrases that you want to emphasize, this is a good place to share it.
You could go a more photo-driven route, by using an image of your office space, employees, or something that illustrates your industry (i.e. a high-quality image of your restaurant’s most popular dishes).
Pages with complete information get 30% more weekly views than those that don’t, and your visuals are a great place to start. Always check that your banners and photos are within LinkedIn’s recommended pixel requirements.
Check That Your Basic Business Information is Updated and Accessible
Similar to the point above, you have to make sure the basics are included on your page before you can move on to really optimizing it. Plus, your content isn’t helpful to potential clients if they can’t reach you!
Make sure links included aren’t broken, the address shows up correctly with a quick Google Maps entry, and that the phone number includes the area code to ensure non-local callers can reach you.
Furthermore, make sure your industry, company size, and headquarters location are clear and accurate. (As a company headquartered in a city that shares the same name in 33 other states, specificity is key!)
Write an Intriguing Tagline and About Us Section
The images you choose for your page can catch users’ attention, but the words you use will maintain it. LinkedIn allows up to 2,000 characters in the “About” section, and just 120 characters in the tagline section.
Your “About” section should be concise, use relevant keywords and answer common questions about your business such as who you are, what services you provide, the company culture, and what values you prioritize as a brand. Keep in mind that this should adhere to your brand voice.
Just because it’s a professional networking platform doesn’t mean you have to litter the copy with a bunch of business jargon; tailor it to how you speak to clients and how you want to be perceived as a company.
The tagline section, on the other hand, will be shorter and to the point. If you have a slogan, this is ideal to put here. If not, try to come up with a succinct phrase that can quickly communicate your brand voice.
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Consistently Post Compelling and Engaging Content
Once the base work is done, it’s time to get posting. As with most social media platforms, it’s beneficial for your brand’s reach and visibility to post often. Companies that post weekly on LinkedIn see double the engagement with the content compared to those that don’t.
LinkedIn has a variety of content posting options that are distinct to its platform. While traditional visual content is always a good idea, with photos generally resulting in a 2x greater comment rate and videos getting 5x more engagement, take advantage of these other business-optimized options.
Sharing “Kudos” is an option that allows your brand to spotlight employees and celebrate team accomplishments on your page. Also unique on LinkedIn is the option to share documents like PDFs and PowerPoints, which is a great way to share a more in-depth look into your business.
Create Showcase Pages to Highlight Different Aspects of Your Brand
Showcase pages are a way to allow visitors to take a deeper dive and learn more about your business’ sub-brands, initiatives, and more. A large-scale example of this is Amazon, which owns products and services like Prime Video and Kindle, as well as subsidiary brands like Whole Foods and Audible.
If your brand has a variety of product lines or focus areas, it may be too much to have all of its content featured on your main page. A Showcase page is an ideal space to house this additional, unique information that may interest a specific subset of visitors.
Showcase pages also don’t have to strictly function as spaces for your additional brands, products, and services. They can be a great place to build a community for recurring events, fundraisers, and other partnerships (such as an annual 10k race that your business organizes to raise funds for a local food bank).
Join LinkedIn Communities and Engage with Other Businesses and Professionals
Lastly, make sure to use LinkedIn for what its core purpose is–to build a network. LinkedIn is one of the most trusted major social media platforms, according to Business Insider, so take advantage of being part of a community that is well-respected by businesses and individuals alike.
You can associate up to three hashtags with your page, which allows you to be a part of those feeds (For example, QCM is part of the #digitalmarketing and #socialmediamarketing feeds). By joining these industry-specific feeds, you can like, comment and reshare posts in these as your company, giving you the ability to reach a larger yet more targeted audience.