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Maximize Your Company’s LinkedIn Efforts

LinkedIn Company Pages

LinkedIn has become a powerful platform for companies’ content marketing efforts. Not only can companies find new employees, they can generate business leads and sales and develop thought leadership. LinkedIn’s purchase of SlideShare and Pulse and the addition of the LinkedIn Influencer Program, sponsored updates, trending content and engagement scoring strengthened that ability. Companies like yours can capitalize on that to build business relationships and ultimately generate leads and sales. But how does your company do that?

Before we get to the details, let’s briefly talk about why you should use LinkedIn:

  • More than 313 million members in over 200 countries and territories
  • Counts executives from all 2013 Fortune 500 companies as members
  • More than 3 million companies have LinkedIn Company Pages
  • More than 1.5 million unique publishers actively use the LinkedIn Share button
  • LinkedIn members are sharing information in more than 2.1 million LinkedIn Groups
  • Invite-only Influencer Program has about 500 contributors with average posts generating 31,000 views, 250 likes and 80 comments

Company Page Creation


With data like that, your company cannot afford to ignore LinkedIn. Instead, you need to tap into this great resource. To do that, you need to first create a Company Page. Select Interests and then Companies and click on Create Company Page. LinkedIn will walk you through the basic steps, but you need to keep a few details in mind. The first items people see are your logo and banner image. Using a consistent logo will reassure people they have found the correct company. The image needs to be 100 x 60 pixels (standard)  or 50 x 50 pixels (square). The banner image (minimum 646 x 220 pixels) should reflect your brand and grab people’s interest. It can also be used to highlight latest company news and events.

Take advantage of the company description beyond the basic facts. Describe exactly what your company offers and its mission in a way that causes people to take action. Google previews the first 56 characters in its search results so lead with keyword-rich sentences. Also, LinkedIn Company Pages are designed to be SEO friendly. People can search by keywords so be sure to include them in a natural way.

Showcase Pages:

Have multiple product or service lines that target different audiences? Use Showcase Pages to extend your Company Page with dedicated pages that highlight key products and services. Showcase Pages are meant for long-term marketing campaigns. People can follow these specific pages just like your main page, allowing you to personalize content to their interests. For example, Hewlett-Packard has 11 such pages.

Content Sharing

Types of Content:

Now that you have these areas set up you are ready to start sharing content. Your updates will show up in your followers’ feeds and feel much like a Facebook’s News Feed. You can publish to everyone or target your updates. You will want to to keep it to snackable valuable content presented in multiple formats. You can share a tremendous variety of content, and this list is by no means exhaustive:

  • Announcements
  • Behind-the-scenes looks
  • Blog posts that showcase your expertise and industry insights
  • Case studies
  • Company culture insights
  • Customer testimonials
  • Employee stories
  • Executive stories / speeches
  • Expert tips and insights
  • Product demonstrations
  • SlideShare presentations
  • Third-party articles about the company
  • Third-party articles about key industry issues
  • Top 10 lists
  • White papers

Some of this content can also be shared in short videos. I would highly encourage you to utilize them.

Regardless of the format, include keywords and eye-catching images. People can search by keywords within LinkedIn. Also, making your content visually appealing will make people more likely to consume and share it.

Posting frequency will vary based on your results and available content. Many companies post at least three to five times a day.


While you are conducting content marketing, remember LinkedIn is a social media platform. Pose questions to your audience. Respond to comments and answer questions. This interaction will further develop your relationship with followers and show your company’s personality and expertise.

Sponsored Updates and Direct Sponsored Updates:

Use sponsored updates to extend the reach of your updates. Use this option on your best content. Reaching your current audience is great, but you need to keep finding new leads to fill the top of the sales funnel.

Direct Sponsored Updates allow you to reach your audience without publishing on your Company Page. You can personalize the message to specific target audiences and test content variations.

Promote Your Company Page

Digital Options:

Add “follow” buttons in key areas of your company’s website and other digital and social properties. LinkedIn’s Developer page provides with easy code creation. You can also add one to your email signature and your newsletters.

Ask your employees to follow the company, update or create member profiles and share your company updates.

You can also utilize LinkedIn’s CPC and CPM options to rapidly increase page traffic. You can target by company size, title, industry and geography. You control the campaign cost by bidding and setting a budget.



Offline Options:

Add the LinkedIn icon to your non-digital marketing materials so people will know to look for your there.

Track Metrics

Tracking KPIs and other metrics is essential to knowing whether your efforts are effective. LinkedIn provides analytics that you can combine with your own current analytics solution. With this data, you can find what works and what doesn’t so you can adjust your efforts and also know whether you are reaching your goals.

Business people come to LinkedIn to consume professional content along with making new connections. They want to stay abreast of trends and new information in their fields. By offering useful, engaging content, you can build and sustain a loyal community around your products and services. If you need inspiration, check out the top 10 LinkedIn Company Pages for 2013.

About Jennifer Nash

Jennifer Nash is the owner and president of Living Business, a consulting business that focuses on the intersection of strategy, marketing and operations.