Social networks are more and more present in our daily lives. Businesses are not immune to this new trend. On a business level, a social network stands out from others for its propensity to do social selling. And at this level, the LinkedIn network is all chosen.
So why create a LinkedIn page? How to create a Linkedin business page ? This is what we will see in this article dedicated to creating a professional account.
Why choose a LinkedIn company page?
Before looking at the interest of create a company page on LinkedIn, let’s go back to what it’s about. As indicated by his name, this is a page entirely dedicated to a company. This content is equally aimed at a person who wishes create a LinkedIn profile for job offers from an employer or other.
As for a “classic” page on social networksit contains information about the company (name, sector of activity, size, values, etc.).
Also see: LinkedIn pulse: how to publish and optimize your content?
1. Increase your visibility and notoriety on the internet
If the primary objective of create a LinkedIn company page is D’increase visibility, this is not the only interest. Of course, these days, a company’s notoriety depends largely on its presence on social networks. Creating a LinkedIn company page therefore ensures your digital presence and strengthens your credibility..
Putting in place a relevant content strategy on your LinkedIn page, you will be able to show off your knowledge. And therefore your expertise in your field (EAT).
2. A real possibility for increasing sales
It is true that social networks are above all communication tools. But creating a company page on LinkedIn must serve another function: to sell.
Indeed, all business communication has the ultimate aim of increasing sales. So more than a simple showcase page for the brand, on LinkedIn the company page must be considered as a landing page. Whose Call To Action (CTA) would encourage visitors to continue their discovery of the company.
3. Do commercial prospecting
If so many companies have a Linkedin accountthis is because they can easily prospect and develop their customer file. With features like groups in particular, it’s easy to get in touch with members with the same interests as their company.
Creating a company page on LinkedIn has many benefits.
Steps for creating a LinkedIn company page
Now that we have seen the interests ofa LinkedIn company page, let’s focus on the practical aspect. To create a company page on LinkedIn, there are different steps to follow.
1. First step: go to LinkedIn
This seems obvious, but for create a LinkedIn company page, you must connect to LinkedIn. Either through your personal profile if you have one, or by creating an account.
At the top right of your page, you will find a “products” (or “more” or “work”) tab. Click on it to display the drop-down menu. A topic ” create a business page » will appear.
You will have 3 choices:
– Company page
– Showcase page
– Educational establishment page.
A Linkedin company page is often favored by professionals. The showcase page is in a way an extension of a Linkedin company page. The showcase page allows you to highlight your company’s initiatives, products or services or subsidiaries. Know that your showcase page is linked to your Linkedin business page.
2. Step Two: Enter Business Information on Your Page
A page with various fields will appear. You will therefore have to fill in the various information requested regarding the company. For example :
- Company Name
- Company LinkedIn address
- Website address
- Activity area
- size of the company
- Organization type
Once you have entered this data, there is only one step left to finish creating a LinkedIn company page.
3. Step Three: Finalize Your Page Profile
3.1 Banner and logo of your company
Last step to create a company page on LinkedIn: finalize the profile. This means in particular adding a logo and an cover picture. Please note, make sure that the logo is in the correct format and that it corresponds to your charter. You could use a logo creation software.
You can also add a slogan, that is to say a short sentence which represents your activity. Note that the slogan and logo are the first thing visitors will see on your LinkedIn page. Indeed, they appear first on the company page. Special attention must therefore be paid to them.
3.2 Define administrators
During this step, you can also decide on page administrators. That is to say the people who will be responsible for managing the page and who will be able to carry out actions on it. To know : this person must be one of your LinkedIn contacts. If not, you need to add her before you can make her an admin of the page.
You can add multiple administrators and clearly define each person’s role. Obviously this can be changed at any time.
Create a LinkedIn company page is a good starting point, but you still need to know how to use this social network.
1. Page management features
On LinkedIn, the company page has many features to make it easier to manage.. For example, there is a content suggestion feature. It allows you to see which content generates the most engagement from the community. This therefore makes it possible to share relevant content that may be of interest to your LinkedIn contacts.
Another interesting feature allows you to know the activity of your business page according to 3 categories:
- Visitor statistics: number of visitors and via which medium they arrived.
- News statistics: engagement generated by your content over a given period.
- Subscriber statistics: total number of subscribers and the number of new subscribers over a given period.
You also have various administration tools that allow you to add contacts, create an event, etc.
2. The company page banner
It is important to take care of the Linkedin banner of the page because it’s usually the first thing visitors look at. At the top right of the page is a “pen” icon. By clicking on it, you can modify the various elements of the header.
By filling out the categories as precisely as possible, you will be able to optimize your profile on LinkedIn.
3. The feed features of the company page
Finally, to make the best use of the company page, you must take an interest in the functionalities linked to the feed of your page. This involves in particular the various statistics that LinkedIn makes available. On this page, you will therefore see a summary of your company page activity over the previous 30 days.
A targeting functionality is also available. It allows, as its name suggests, to target the audience through filters. When you want to publish on LinkedIn, you can therefore target your LinkedIn contacts who will be able to see this post. To do this, you can base yourself on the demographics of your subscribers.
LinkedIn also allows you to use hashtags. These elements are particularly useful on social networks. By typing a hashtag followed by your business name, you can track what the community is saying about you. A good way to make a competitive intelligence For example.
As its name suggests, social selling is to use social networks in the sales process. It is based on the use of existing contacts to build relationships and establish targeted prospecting.
Widely used in marketing B2B, social selling is inseparable from LinkedIn. Indeed, according to several surveys, 85% of B2B decision-makers say they use LinkedIn for their professional activity. Hence the importance of creating a LinkedIn company page.
The use of LinkedIn associated with a strategy of inbound marketing allows you to start a conversation and therefore generate leads. The majority of people use social media (LinkedIn has over 740 million users worldwide). Besides sales figures via networks are constantly increasing.
So there is no doubt, social selling is a real ally of the sales strategy.
FAQ – Create a LinkedIn Company Page
Create a company page on LinkedIn is not enough to bring added value to your business. You have to optimize it to get the most out of it. Whether it is about developing your brand image,
First of all, you have to start by taking the time to fill out the page profile. That is to say, fill in all the fields, add a logo, slogan and cover photo.
Once this is done, you must then invite as many contacts as possible to your company page. Also think about develop your personal profile but also that of your employees. Without forgetting the profiles of your partners and collaborators. Then add them to the company page contacts.