LinkedIn Company Page Checklist for B2B Marketing
Your Company Page on LinkedIn is a powerful way to reach millions of professionals and reveal the human side of your company. Over 100 million professionals are following more than 1.9 million companies on LinkedIn. These followers are purchasing professionals, current clients, job seekers, or interested observers, but most importantly, potential customers. They follow companies to stay in the loop on new developments, compare products and services and track potential opportunities. LinkedIn regularly informs members of Company Pages changes via email or network update. When LinkedIn members want to know about your company, they look to your Company Page. Use this check list to ensure it’s ready for visitors:
The Company Name - Make sure the company name listing matches the name you use in your profile. For example if you use Inc. on your personal profile, your company site must be the same.
Assign Admins - LinkedIn wants to know who will administer your company page. You have two choices: either all employees with a valid email address registered to your domain or designated users only.
Upload Company Logo - Logos can be uploaded as a standard logo as well as a square logo that will be used for network updates.
Describe the Company - In the company description section, you have the opportunity to describe who you are and what your company does.
List the Company’s Specialties - Include keywords that describe what you do in this section. You have 256 total characters to describe specialties. Two or three word descriptions work well here.
Add the CompanyTwitter and Blog RSS Feeds - Bringing in your twitter updates and blog feed keeps your company page active, relevant and current.
Add the News Module - Adding in the news module displays search results that share news about your company. But, be prepared to see stories that don't relate to your company, except in search terms. If your company is not making news, it's best to select “don't show news about my company.
Show the Company Type, Size, Website Link - Under company type and company size, you'll select from the options that describe your status. Your company website URL link can go to your home page, to a services page, or specific landing page especially for LinkedIn visitors.
Select Industry, Operating Status, Year Founded - Main company industry allows you to choose from any within the LinkedIn categories. The select the optional entries: company operating status and the year founded.
Highlight Locations - You can add up to five different location addresses, then click publish and your LinkedIn company profile is active.
Place a Careers Listing - Have an opening? Post a job listing on your company's careers page.
Promote Your Products or Services - The products and services tab is the voice of your brand and gives you the opportunity to promote who you are and what you do. Only the product/service option, category, name and description are required.
First, you'll choose between a product or service. Next, you'll select a category. Then, you'll name your product or service, add a logo, write a description, list key features, post a disclaimer, add a URL (a custom trackable landing page works well here), list a company contact, add a special offer and link to a YouTube video.
You also have the option to place three larger graphic images with unique URLs. This rotating banner style promote creatively spotlights your company’s primary products or services.
Ask for recommendations from your clients or customers for each of your products or services.
Monitor Traffic and Audience Analytics on LinkedIn - The last tab, analytics, is a rich resource and adds insights and value. Here, you can track page views and unique visitors for your overview, careers and products and services pages. You can even compare how your company is doing with similar companies.
Invite Connections to Follow Your Company on LinkedIn - After your Company Page is set up, invite followers. You can add a follow button to your website, blog and email signature.
LinkedIn makes it easy to market your B2B company to the millions of member professionals in your target audience. Keep your page updated to ensure that followers can see the individuals behind the brand and how your products or services can solve another company’s real problems.
Need help with your LinkedIn Company Page? Contact MLT Creative for assistance with design and copywriting for this powerful tool for B2B marketing.
Follow MLT Creative on LinkedIn.
Martine Hunter is the creative director of inbound marketing with the Atlanta advertising agency, MLT Creative, which specializes in B2B marketing. She holds the Inbound Marketing professional certification and serves the Atlanta chapter of the Business Marketing Association as president of the board of directors.