LinkedIn Company and Product Pages
Why do you need Company and Product pages on LinkedIn?
A Company Page helps LinkedIn members learn about your business, brand, products and services, and job opportunities. Any LinkedIn member can follow a company page.
Do I really need a Company Page? Is this just another thing I need to check and update?
The answer is yes and here’s why; As a business, you need to be where your current and potential clients are. As a consultant, thought leader or advisory service business, LinkedIn is where at least some of your clients are. You and your company’s content should be there. A LinkedIn Company Page should become a part of your social media and content marketing strategy, just as your Facebook Company Page and your Twitter account might be. It’s another important way (some would say more important than other social media outlets) to engage with your audience and help control the way your audience perceives you as a company.
A Company Page allows you to learn more about a company you are interested in. For a business, it's the opportunity to:
- • Tell your company's story
- • Highlight your products and services
- • Engage with followers
- • Share career opportunities
- • Drive word of mouth at scale
For millions of professionals, a Company Page is a place to:
- • Explore companies of interest
- • Get the latest company updates and industry news
- • Research products & services
- • Learn about job opportunities
What does a Company Page contain?
A Company Page has these main sections:
- • Home page
- • Careers page
- • Products & Services
- • Insights
- • Follower Insights
- • Page Insights
1. Home page
This tab provides a friendly introduction to your business. It's a place where companies can start spreading their message and engaging with members. Members will see:
- a. A high-level overview of the business.
- b. Company posts on topics ranging from company announcements, to product releases, to industry news.
- c. Friends & colleagues who are connected to the business.
2. Careers page
This tab is a way for companies to interact with millions of passive and active job seekers on LinkedIn. The Careers tab requires a paid subscription by the company.
3. Products & Services
This tab is used to highlight products or services. Members will see:
- • A showcase of products & services.
- • Recommendations from LinkedIn members.
- • Links to the members making the recommendations.
This tab shows employees with new titles, departures, where employees worked before and after, and the most common employee skills.
5. Follower Insights
Click the dropdown arrow next to the Edit button to find this link. It shows total followers, impressions, new followers in the last 7 days, etc. It's only visible to Company Page admins.
6. Page Insights
Click the dropdown arrow next to the Edit button to find this link. It shows information such as page views, unique visitors, and page clicks over the last 7 days. It also shows page views by tab, page visitor demographics, and more. It's only visible to Company Page admins.
How to add value to your Company Page through design
With recent renovations to the LinkedIn Company Pages, there’s more room for creativity and innovation when it comes to connecting, both with other businesses and with consumers. One of the most important changes is the introduction of a Company Page Banner.
1. Taking advantage of the Company Page Banner
LinkedIn’s new and improved Company Pages feature banner images across the top of the page. Banner images can have a click-through link which directs users to your company website. You can also be creative, by adding text or a catchy phrase.
2. Showcase Products & Services
Connect members with solutions: After you’ve added products to your page, you can design multiple configurations based on one or two of the following criteria: members’ geography, company size, seniority, job function, or industry. With this feature, you can select to feature relevant products to a specific audience.
We’ve found that marketers who build out their free Products & Services Page tend to have twice as many company followers. Located as a tab within your main Company Page, Products & Services allows you to showcase everything your company does best and, most importantly, gives members a compelling reason to follow you.
Go beyond products: You can link to just about anything on your LinkedIn Company and Products & Services pages. Give members a reason to follow you by directing them to white papers, case studies or how-to content. Rotate this content regularly. Tell a story through video: Video is a proven method for increasing engagement on a site. If your company has a YouTube channel, embed product or customer testimonial videos that tell a compelling narrative about the value you offer.
3. Recommendations: The online word of mouth
In the new LinkedIn design, product recommendations are more prominently featured on the Products and Services page. The online reincarnation of word-of-mouth, recommendations can be very powerful. Consider reaching out to existing customers and clients, or even partners and vendors, asking them to provide one of your products or services with a recommendation. While you’re at it, ask them permission to use their endorsement on your website or blog. Might as well make the most out of your efforts!
Case Studies: Learn from the best
Across LinkedIn, companies are seeing the benefits of engaging their followers: Recent research shows that LinkedIn is 277% more effective at lead generation than Facebook or Twitter. Some helpful case studies:
1. Salesforce. Enterprise cloud computing company salesforce.com used Targeted Status Updates to promote its Cloudforce London conference to a U.K. audience. During a five-week period, the company experienced a 30% increase in the rate of follower engagement. In addition, these targeted updates showed a 30% increase in amplification (the ratio of “likes”, comments and shares to total update impressions).
2. HP. HP wanted to engage professionals and gather recommendations for its products. The company launched its own page, inviting members to recommend and comment on the items in the Products & Services area. The company also ran LinkedIn ads to generate recommendations at scale. The results: More than 2,000 recommendations, 20,000 new followers, and 500,000 viral updates about HP products in two weeks.
3. Reconverse. A relative newcomer to the HR space, Reconverse wanted to raise awareness and create conversation around its mission to change the corporate recruiting model. Speaking to an audience in the HR field, the company used status updates to stage a contest, igniting a dialogue. The first update alone generated 1,403 “likes”, 120 comments, and 87 new followers. Reconverse attributes 90% of its revenue to its LinkedIn community- building efforts.
At which stage(s) of the Buyer's Journey should Company Pages be used?
Buyer's Journey is the term given to the progression of the process a buyer goes through, starting from being completely unaware they have a problem to finally making the purchase to solve that problem. You can find out more about the Buyer's Journey here
A LinkedIn Company page is primarily about exposure and awareness – letting potential clients know who you are and what you do. Therefore, it makes sense to leverage the company page at the beginning of the Buyers Journey. Once interest is established, consistent exposure and delivery of updates, in the form of ‘updates’ on LinkedIn, positions your company at the forefront of the buyers decision process.
However, when it comes to making a preference over which B2B service to use, during the preference formed stage, the company page could also play a role in the form of ‘testimonials and recommendations’. Having a large following on LinkedIn with many recommendations and testimonials, reassures potential customers of our quality service, it can therefore also be very important towards the end of the Buyer Journey.