How to Use and Create a LinkedIn Business Page for Your Business in 2024

Why do you need a LinkedIn business page?

Brand showcase

Credibility

Industry insights

Networking with talent

How to create a LinkedIn business page

• Step 1: Launch your web browser and visit LinkedIn.com.
• Step 2: Sign in to your personal LinkedIn account. If you don’t have one yet, create a personal account by following the on-screen instructions.
• Step 3: Once signed in, click on the “Work” tab at the top right corner of the page. A drop-down menu will appear.
• Step 4: From the drop-down menu, select “Create a Company Page.” It’s time to set up your LinkedIn business page!
• Step 5: Choose the appropriate type of LinkedIn page for your business. You can select from options like “Small business,” “Medium-sized business,” or a “Showcase page” for specific products or services. Pick the option that best suits your needs.
• Step 6: Enter your official company name in the designated field. Ensure accuracy and consistency with your brand identity.
• Step 7: Create a LinkedIn public URL for your business page. This URL will serve as your page’s web address, so make it simple and reflective of your brand.
• Step 8: Upload your company logo. Choose a high-quality image that represents your brand effectively. Ideally, the logo should be square with a recommended size of 300 x 300 pixels.
• Step 9: Craft a compelling company description. This description should captivate your audience in 2,000 characters or less. Highlight your company’s mission, unique selling points, and key offerings. Keep it concise and engaging.
• Step 10: Fill in your company details, such as the industry you operate in, company size, and the location of your headquarters or primary office.
• Step 11: Preview your LinkedIn business page to ensure all the information is accurate and visually appealing. Make any necessary edits or adjustments before proceeding.
• Step 12: Click on the “Create page” button to officially create your LinkedIn business page. Congratulations, you’ve just set the foundation for your online presence!
• Step 13: Enhance your page further by adding a cover image that aligns with your brand identity. The recommended size for the cover image is 1,536 x 768 pixels.
• Step 14: Add additional details to your page, such as your website URL, contact information, industry-specific hashtags, and any other relevant information you want to share with your audience.
• Step 15: Start creating compelling content for your page. Share updates, industry insights, job openings, and engaging posts to connect with your audience and establish your brand’s thought leadership.
• Step 16: Connect your employees to the LinkedIn business page by adding them as team members. Encourage them to link their personal profiles to the company page, expanding your brand’s reach.
• Step 17: Engage with your audience and respond to comments and messages promptly. Foster connections, build relationships and showcase your brand’s responsiveness and professionalism.
• Step 18: Regularly monitor your page’s performance using LinkedIn’s analytics. Gain insights into post engagement, audience demographics, and follower growth. Adjust your content strategy based on these metrics to optimize results.

Tips for your LinkedIn business page

Optimize your content

Other ways you can optimize are:

1. Always include a visual asset with your post. Text-only posts just don’t do as well.
2. Include a call-to-action, figure out how to do that HERE.
3. Call out the audience you’re trying to get to engage with the post. “Calling all marketers, don’t we have the thing JUST for you!”
4. Respond quickly to any comments you get on the post!
5. Ask questions to get people to actually engage and respond.
6. Tag people and the pages mentioned.

Check out your analytics

Schedule your content in advance

Use an AI tool to help create content

FAQ ✨

How does a LinkedIn business page benefit small businesses differently from large enterprises?

• Networking and Visibility: LinkedIn provides a platform for small businesses to network with other professionals, potential clients, and partners. This helps in increasing visibility and credibility in their industry.
• Lead Generation: Small businesses can leverage LinkedIn to generate leads through targeted ads and organic reach. They can join relevant groups and participate in discussions to attract potential clients.
• Cost-Effective Marketing: LinkedIn offers a cost-effective way for small businesses to market their services and products. They can utilize free features like posts, articles, and company updates to reach their audience.
• Talent Acquisition: For small businesses looking to expand, LinkedIn is a valuable tool for recruiting talent. They can post job openings and connect with professionals who might be interested in working with them.

• Brand Authority: Large enterprises benefit from LinkedIn by establishing and maintaining their brand authority. They can showcase their achievements, milestones, and thought leadership content.
• Employee Advocacy: Enterprises can encourage their employees to share company content, which significantly increases reach and engagement. Employee advocacy tools can amplify their presence on LinkedIn.
• Global Reach: LinkedIn allows large enterprises to reach a global audience. They can target specific demographics and regions with their content and ads.
• Data-Driven Insights: Large enterprises can use LinkedIn’s analytics and advertising tools to gain insights into their audience, measure the effectiveness of their campaigns, and make data-driven decisions.

Are there specific LinkedIn features or strategies recommended for startups?

• Showcase Page: Startups can create Showcase Pages to highlight specific products or services. This helps in attracting a niche audience interested in particular aspects of their business.
• Content Marketing: Publishing regular updates, articles, and posts about industry trends, company news, and insights helps startups build a following and establish thought leadership.
• Engagement with Influencers: Engaging with industry influencers by commenting on their posts, sharing their content, and tagging them can help startups gain visibility and credibility.
• LinkedIn Groups: Joining and actively participating in LinkedIn Groups related to their industry can help startups network with potential clients, partners, and investors.
• Employee Profiles: Ensuring that all employees have complete and professional LinkedIn profiles helps in building a cohesive brand presence and makes it easier for potential clients and partners to learn more about the team.

What types of content perform best on LinkedIn for increasing engagement?

• Thought Leadership Articles: Articles that provide deep insights into industry trends, challenges, and solutions tend to perform well. These articles position the company as a leader in their field.
• Infographics: Visual content like infographics that summarize complex information in an easy-to-understand format are highly shareable and engaging.
• Videos: Short, informative videos about product demos, company culture, or industry tips receive high engagement rates.
• Success Stories and Case Studies: Sharing customer success stories and case studies with real-world results can help build credibility and attract new clients.
• Employee Spotlights: Highlighting employees and their achievements helps humanize the brand and fosters a connection with the audience.
• Interactive Content: Polls, surveys, and quizzes encourage audience participation and increase engagement.

How often should a business post on its LinkedIn page to maintain visibility without overposting?

• Frequency: Posting 2-3 times per week is generally considered optimal. This frequency ensures that the business remains visible without overwhelming the audience.
• Consistency: Consistency is key. It’s important to maintain a regular posting schedule to keep the audience engaged and expecting new content.
• Quality Over Quantity: It’s more important to focus on the quality of the content rather than the quantity. High-quality, valuable content will generate more engagement than frequent, low-value posts.

How can a business optimize its LinkedIn posts for better reach and engagement?

• Hashtags: Use relevant hashtags to increase the visibility of posts. Research popular hashtags in your industry and include them in your posts.
• Tagging Influencers: Tagging industry influencers or relevant individuals in your posts can increase the reach and engagement as their followers might also see and interact with your content.
• Optimal Posting Times: Post during times when your audience is most active. Typically, mornings and evenings on weekdays are optimal, but this can vary depending on your specific audience.
• Engaging Visuals: Incorporate high-quality images, videos, and infographics to make posts more visually appealing and engaging.
• Clear CTAs: Include clear calls-to-action (CTAs) in your posts, encouraging your audience to like, comment, share, or visit your website.

What are the latest trends in LinkedIn marketing that businesses should be aware of?

• Video Content: The use of video content is on the rise. Videos, especially live videos, tend to receive higher engagement rates.
• Employee Advocacy: Employee advocacy programs are becoming more popular as businesses recognize the value of their employees’ networks.
• Personal Branding: There is a growing trend of professionals building their personal brands on LinkedIn, which can indirectly benefit their employers.
• AI and Automation: The use of AI and automation tools to streamline LinkedIn marketing efforts, such as personalized messaging and content recommendations, is increasing.
• LinkedIn Stories: LinkedIn Stories, similar to Instagram and Facebook Stories, provide a new way for businesses to share short, engaging content.