Are there any benefits of having a LinkedIN company page for your business? There are many options out there for a business to use in order to successfully market themselves online; from websites to social media, SEO or AdWords. I get asked where the best place a business should put their time, effort and budget and, as with everything, the answer should relate to where the target market is. For example, if you are selling SAGA holidays then SnapChat and TikTok are not for you. But where does this leave communities like LinkedIn?
Any business can have a LinkedIn company page and, maybe, every business should. A LinkedIn personal page acts as an online CV to highlight employment history, work experience, qualifications even testimonials and endorsements. This is something that everyone should have no matter what trade they are in. A company page gives a business the opportunity to promote its services and to act as a recruitment channel, community hub, company update centre and employees’ register. A company page can also help to build a business or brand within a wider network outside of a personal LinkedIn profile.
The question is, however, which businesses really require a company page and when do they become more successful than an individual’s profile page? Having asked this question across The Marketing Associates’s social networks the answer was surprising. 100% of those that responded are small business owners and the answer was unanimous, the personal LinkedIn profile always performed better than any company page. But does this mean there is no value at all in setting one up? Here are the advantages to consider:
- Business Profile: Utilise the LinkedIn Business page template to showcase your company in specific detail, link any employees (their experience and skills) to the business. Ensure the page is fully completed and kept up to date. You can also invite contacts from your personal profile to follow the business page which can help build a community for the business.
- Content Sharing Platform: Use the platform to promote content and share company news, LinkedIn provides a direct B2B hub for all business-related material therefore sharing relevant articles, papers and news helps a business page to highlight the business as a thought-leader.
- Monitor Page Analytics: Measure the effectiveness of company posts and updates (via page administrator account), review who follows the page, interactions and engagement (likes and comments) on posts. Use this as a lead to contact prospects for new business, connect with collaborators and attract new talent. This is a great way to understand more about your follower demographic and sources as well as understanding more about your page traffic and activity (what works, what doesn’t work).
- Research: LinkedIn is a great place to carry out research on businesses and individuals from what they post to organisational pages they follow. It is also useful to see who is connected to who – who could potentially introduce a contact to your business etc.
- Improving Ranking amongst Search Engines: Google and other search engines rank LinkedIn company pages and posts highly in the search engine results pages. Therefore, adding updates to a company page and optimizing posts for SEO ultimately improves the performance in the search results. As a result, your website may see an increase in visitor traffic, especially if links back to your company’s website are embedded in your posts – make sure you always post content from your website with the link on LinkedIn for this to happen.