Here are 9 reasons why any B2B business must have a company page.
1. Being found
Both LinkedIn personal profiles and company pages rank highly in Google searches.
Google will also display a preview of the company page which includes up to 159 characters from your last post.
2. A company page gives you more selling space
Whilst an individual LinkedIn profile allows you to highlight key products and services the main focus is on your experience and expertise. The company page allows you to tell a broader story about the business and list multiple products and services in detail.
You can feature promotions, offers, industry and company news, white papers, and videos which might be out of place on a personal page.
For larger businesses, the new Showcase feature allows individual brands or business units to have their own dedicated page.
3. To bolster credibility
Not having a company page or having an underdeveloped page suggests your company is very small or behind the times. For example until relatively recently one of the High Street banks did not have a company page.
4. Because people are lazy
Have you noticed that your business website link does not appear on your LinkedIn profile front page? If a buyer is checking out your profile it’s often easier for them to click on the business name which will take them through to your company page without leaving the LinkedIn environment.
5. To stop inadvertently promoting your competitors
If you do not have a company page and someone clicks on your business name on your profile the result will be a list of people with you on top, underneath will be other people with potentially similar skills. In other words you may be advertising your competition.
6. As a platform to build a business following
The big brands like Hewlett Packard and IBM realised quickly the potential of the company page and built large followings with whom they can engage at minimum cost. Hewlett Packard was the first company to acquire 1m followers.
Of course, they had the advantage of large workforces who could act as brand ambassadors and promote the page. It’s a little harder for smaller businesses but nevertheless worth the effort. LinkedIn themselves say that you will see page engagement start to take off once you get 100-200 followers.
Like the other social networks, LinkedIn now provides detailed analytics which show you exactly which posts are popular so you can fine tune what you are sharing.
7. You can share updates with a targeted audience
Once you have acquired 100 followers you can then select which followers to share an update with. For businesses with a larger following this can be extremely useful as a marketing tool. Targeting options include company size, industry, function, seniority and geography.
When you enter your status update click on the drop down menu, select “targeted audience”.
Bonus Tip: Talking of targeting did you know you can select which pages are shown to which audiences based on one or two of the following criteria: viewer’s geography, company size, seniority, job function, or industry. How cool is that!
8. Access to sponsored updates
Business with a company page can pay for specific updates to be promoted into the newsfeed of their target audience. A promotion into someone’s newsfeed performs much better than a standard advert. For a start, it does not look like a promotion.
Sponsored updates can be targeted at any LinkedIn audience not just your followers so they are a great way to reach a very specific audience.
9. You can add a career page
This is a paid option but for any business with 10 or more employees having a career tab on your company page is a great way to attract and engage with potential employees.
Finally, company pages are free. Work out the ROI on that!
Oh yes, and please follow my company page for more tips about LinkedIn and social media.