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Optimise and Boost your LinkedIn Company Page

11.February.2020

As part of our LinkedIn article series, here we are back again with added insights to share with you! This time, we’ve curated our top recommendations to leverage and improve your LinkedIn company page.

As you might know, your LinkedIn company page represents a great opportunity to establish your brand as an industry thought leader. Hence, we strongly advise treating your business page as a dynamic marketing tool.

1 – Create a visually compelling LinkedIn company page

When searching for your business page on LinkedIn, your profile image and banner are the first visual component that people will see. Consequently, you might want to make sure to give a first good impression by creating visually interesting content.

For your profile image, simply use your high-quality company logo and resize it to fit with LinkedIn’s requirements. Furthermore, your banner image offers a bit more room for creativity. However, we do suggest using something that matches your brand identity for better visual consistency.

It is impossible to share one defined format that works for both desktop and mobile as the layout greatly varies between devices, even between mobile devices. However, we can recommend limiting the amount of text in a cover since it will likely be cropped. We can also recommend to place your logo in a top corner and to have your brand identity across the whole cover – not only in the middle of it.

Finally, be prepared to create some visuals and test them throughout different devices, in order to identify the best layout.

Here is what LinkedIn recommends: “Your cover image may have to be adjusted to fit the screen which may involve trimming the image horizontally or vertically. We recommend uploading a high-quality image with as little text as possible to ensure an optimal display on all devices and screen sizes. Our accepted image formats for uploads are PNG or JPEG.”

LinkedIn Company Page

2 – Complete the “About” section and include relevant keywords for SEO

The “About” section is where you tell your audience what you are all about. Therefore, be sure to use a simple and accessible language to outline your business goals in words that everyone can understand.

Furthermore, you might want to optimize your LinkedIn company page for SEO. This can help you to increase your online visibility amongst users searching for information about your company or industry. In fact, Google and other search engines will preview up to 156 characters of your description copy. 

Hence, make sure to include powerful, keyword-rich sentences in your company description, while also clearly communicating who you are. Additionally, you can also use keywords in your “Specialities” section by listing what your company is good at and known for in short and targeted phrases.

3 – Don’t forget to fill out the other key fields

Filling out your LinkedIn company page in its entirety will ensure users to find answers to the questions they might have. Here are a few other areas to double-check that you’ve filled out to make sure your LinkedIn business page stand out:

  • URL: Make sure people can find your business’ website by including the URL on your company page.
  • Address: Check if this is up-to-date.
  • HQ Country: Is your brand global? Indicate on your page where your headquarter is located.
  • Industry: Another key piece of information that people will want to know at first glance.
  • Company size: Let people know how many employees your business has.

4 – Showcase your affiliated pages.

These are ideal for highlighting and promoting different aspects of the business. For example, new product launches, a page for case studies, etc. If your company specializes in a range of different services or products, or even different sub-brands, affiliated pages are an ideal way to segment the different areas of your business.

LinkedIn affiliated pages

5 – Start publishing and find the right balance in your LinkedIn posts.

It can take a lot of consistency and hard work to show your customers you run a trustworthy business. Therefore, keeping your content fresh and on a regular basis is one way to draw attention to your brand and get more followers to your LinkedIn company page.

It is important to maintain a good balance between self-promotion of your business and boosting your network. To help you with this, we have shortlisted 6 types of content that you should share on LinkedIn company page: 

  • Videos: Video is 5x more likely than other types of content to start a conversation among members. It can be an interview video, a business mission video, a company culture video, etc. 
  • Share third party content: Identify and share industry issues from big media outlets related to your field. 
  • Documents: Showcase your company’s case studies or your Newsletter. 
  • Images: Share images from conferences or events your company participated in. 

LinkedIn is a powerful tool to use to boost your business and brand. Maintaining a proactive and responsive social strategy will definitely help to establish your authority in your niche. Follow these 5 LinkedIn best practices to establish your chance to easily connect and build relationships with potential prospects and clients on LinkedIn.

If you want to learn more about LinkedIn marketing, contact us

+852 51785925