How to create a Company Page on LinkedIn

[VIDEO TUTORIAL]

If you are reading this article you are probably thinking about creating a presence for your business on LinkedIn. So here I am, at your service, showing you exactly how to create a company page on LinkedIn. 

Have you been in B2B sales for some time?

If you have, then you will know that the buying process on your prospect’s side has changed a lot in the past few years. Not only do you likely have to pitch to more than just one person now but social media really has changed the playing field. A lot of pre-purchase research is now being done online.

With this said, it should hit home that a strong business page on LinkedIn is essential for your company. Even more so if you use LinkedIn for lead generation. So, my mission for this article is to make it as easy as possible for you to create your company page on LinkedIn. 

How to create a Company Page on LinkedIn

A strong Company Page on LinkedIn can help you to:

• Raise awareness about your brand
• Keep clients up to date on products and services that you offer
• Attract candidates for job opportunities in your company
• Engage your audience, for both pre and after sales

Let me walk you through how to create a company page on LinkedIn in 2 simple steps:

Step 1 - Be prepared

Before you start to create your company page on Linkedin, you want to make sure that you have your logo and a background image ready to upload. Be aware that you won’t be able to save a draft before you have done so. For optimal sizing check out LinkedIn’s latest image specifications for company pages.

Background image

There’s actually only a very little part of your background image that shows in the browser. You may have to allow for some trial and error before getting it perfect.

Ideally, you’d like a representative background image including contact information, a call to action or a tagline or all these together. The goal is to make it as easy as possible for your audience to get in touch. Of course, down the line, you can be very creative with seasonal or themed background images. In any case, do make sure you stick to pictures that you own or are allowed to use commercially.

Logo

As your logo will appear in all profiles that are linked to your firm, both yours and your employees, you really want to make sure it’s properly formatted to look good in the current, square shape.

I also recommend that you prepare the text for the ‘About us’ section in advance. I feel it’s much easier to simply copy and paste than to type it up while you add your company to LinkedIn.

About us copy

You currently have 2000 characters to use with the first 700 to show up in the overview section. Make sure you use those characters as wisely as possible, thinking about what your ideal customer is looking for, a call to action, contact details, and keywords for the search engines.

As LinkedIn won’t let you format the text you may want to consider using Unicode symbols to highlight certain areas. Don’t overthink this part, you can always come back edit and adjust your copy - I do it all the time.

Step 2 - Now that you have got all your ducks in a row, let’s do this!

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How to create a Company Page on LinkedIn

In the top right corner of your screen, right next to your profile picture, you should see a square made out of nine little squares, called ‘Work’. Click on the little arrow that is pointing downwards. Now, under ‘LinkedIn's business services’, right at the bottom, you should see ‘Create a Company Page’ - you may click on it.

Next, you will be asked to enter your company name. You will then be able to define your unique URL. You could play around with keywords here, however, I recommend keeping it simple and memorable, so just use your company name.

With the tick at the bottom, you confirm that you are the official representative of the business and are legally allowed to create this page. If that’s the case, you may move on by clicking ‘Create page’. 

Switching views

You will land on the company page overview and see your page from the admin view. There is a big blue button in the top right area of your profile where you can switch between the admin and member view.

Below that button is where you upload your background image and once it’s uploaded you can move it around so it sits exactly how you want it to. As mentioned earlier one will actually only see a small section of the image itself. So have a play around until it’s perfect.

A little further down, to the left of your company name, you can upload your logo.

Now, scroll down until you see the field for the Company Description and paste in the text that you have prepared.

On the right-hand side of the company description, you will see that you can actually create multiple 'About us' copies, which is neat if your audience sits in different countries with different languages. Just wait to do this until you’ve published your page and therefore saved the default.

Next, you can add specialities. Here you can add whatever you like, it’s not a drop-down. I recommend that you think of or research keywords that apply to your business and that your target audience would search for.

As you scroll down, LinkedIn will ask you to:

• Add your website URL
• Select your company size and type
• Enter the year your company has been founded
• Select your industry

It will also ask you to add your company’s location.

Again, be aware that you have to fill out every single field in order to be able to publish the page. Hence, why it is handy to have the images and text ready before you start.

Last but not least, you can add feature groups to your company page. These should be relevant to your industry and/or interesting to your prospects - you don’t need to be a member in order to add them.

And that’s it. All that is left to do is to hit the “publish” button.

Making changes

If you need to go back and make changes, you can access this view by simply going to the drop-down menu under your profile picture, select the company page and then go to ‘Overview’.

Although your company page is now created and ready to be promoted and posted to, there’s a couple of things you should tick off while you are at it...

1. Link your personal profile to your company page - To do so, you’d go into your profile and either edit an existing experience section or add a new one and add your company by typing the company name in the required field, select from the drop-down and bob’s your uncle.
2. Showcase Pages - If you haven’t heard of Showcase Pages before they are basically extensions of your Company Page, designed for spotlighting a brand, business unit, or initiative. Create a page for aspects of your business with their own messages and audience segments to share with. LinkedIn members who can now follow the aspects of your business they’re interested in. That’s how LinkedIn explains them, and I couldn’t say it any better.

Showcase Pages on LinkedIn

What I can say, however, is that they are brilliant for keyword placement. There was a big run on those keyword clever titles when LinkedIn first launched Showcase pages but you’re lucky if your favourite keyword is still available for you to use as showcase name because the search engines still love them.

To create a showcase page you’d simply go to your business page, admin tools and “Create Showcase Page”.

The creation process itself is pretty much as creating a business page, you will also need a background image, logo and you will also have 2000 characters for the ‘About us’ section.

 Publishing content and getting followers

Once your business page is live you will want to start publishing content. What you’d want to achieve is to turn your page into a resource for your prospects and your clients.

Unfortunately, posts from business pages and showcase pages are now not automatically sent to the feeds of LinkedIn members anymore. Beyond this article, in my LinkedIn Lead Generation Course, I explain exactly how you and your employees can give your pages visibility and gain followers.

For now, I hope this article gives you a solid idea on how to create a company page on LinkedIn and on how to best brand your business on LinkedIn.

Yours, Cécile - ciao-ciao und tschüss ;)

P.S. If you need more tips on how to position yourself and your brand on LinkedIn, download my FREE LINKEDIN PROFILE CHECKLIST.