LinkedIn for Business: The Ultimate Marketing Guide

That’s the real power of LinkedIn for business: the ability to tap into existing connections and grow your brand through word-of-mouth. It’s also the top-rated social network for lead generation.

If your LinkedIn marketing strategy is limited to a personal profile—especially one with an out-of-date, bare-bones resume—it’s time to up your game. You need a detailed Company Page if you want to grow your audience and drive business results.

In fact, according to insights, completed Company Pages generally receive twice as many visitors than those with incomplete pages. And organizations that post at least monthly generally gain followers six times faster than those that don’t.

How to set up a LinkedIn Company Page

A Company Page helps LinkedIn members learn about your business, your brand, and job opportunities with your company. Company Pages are also a great way to establish industry expertise. For example, Hootsuite’s LinkedIn page has more than 190,000 followers tuned in to the valuable and timely content we share—and that’s not including the 1.3 million people that follow CEO Ryan Holmes’ thought

LinkedIn Company Pages used to be viewed primarily as HR landing pages for brands. Though this is still one way to use LinkedIn, the network is also becoming the perfect place to drive business results, raise brand awareness, promote career opportunities, and educate potential customers on your products and services. Rich content and compelling status updates can help to establish your brand as a leader in your industry.

Here’s how to set up a LinkedIn Company Page for your business. Note that if you don’t have an existing personal LinkedIn profile, you’ll need to set one up before creating a page for your company. If you don’t have a LinkedIn profile yet, set one up by following our detailed instructions and return to this post once you’re done.

Step 1. Add your company

Head to the LinkedIn Marketing Solutions portal for creating Company Pages and click the big blue Create a Company Page button.

Enter your official company name and choose the URL that people will use to find your business on LinkedIn. You can’t change this URL later, so choose wisely. Click the box indicating that you have the right to act on behalf of your company, then click Create page.

LinkedIn automatically creates the shell of your Company Page. All you have to do is start filling in the details. In the welcome pop-up box, click Get Started.

Step 2. Add a cover image and logo

Choose a cover image to capture the feel of your business. The image should be 1536 x 768 pixels.

Since LinkedIn is a professional network, your company logo takes the place of your profile picture on other social networks. Your logo also appears on your employees’ LinkedIn profiles. Use a square logo sized to 300 x 300 pixels.

Don’t skip this step! LinkedIn data shows that companies with logos get six times more traffic to their Company Pages.

Step 3. Create a company description

You have 2,000 characters to describe what your company does, and why potential followers should care. This is important text, so get your marketing and content teams involved in crafting your messaging.

The first 156 characters are especially important, as that’s what will appear in the Google preview of your company page.

Underneath your company description, you can add up to 20 company specialties. These act as tags or keywords that will help people find your business on LinkedIn, so don’t skip this detail. Make sure your company’s various products, services, and strengths are well represented here. Not sure what you should include? Try some social listening to get a sense of what words people are already using to talk about you and your industry online. Think about this from your customers’ point of view.

Step 4. Fill in your company details

Enter your business website URL. You’ll then provide your company details using several drop-down menus that indicate your industry, company size, and company type (public, non-profit, educational, and so on), and enter the year your company was founded.

You’ll also need to provide at least one location for your business.

If you already belong to some relevant LinkedIn Groups that you’d like to feature on your company page, you can enter them in the appropriate section here. Otherwise, you can leave this field blank for now.