Whether you’re running a one-(wo)man-show, a communications team or a nonprofit organisation, LinkedIn company pages have something in store for you. Pick one of these clever strategies to engage on the platform – a favourite among professionals!
Does our business need a company LinkedIn page?
When is the right time to engage in such an activity, and what kind of results can small and big companies expect from their LinkedIn efforts?
These are valid questions when, on one hand, businesses are attracted by the ever-growing user base on LinkedIn, and, on the other, need to balance their ambitions with available time, money and energy.
In this week’s blog, I’ll dive into five smart strategies to make the most of your company’s LinkedIn business page.
There is something for everyone, from solopreneurs and tiny teams to nonprofit organisations and big companies.
One-person Brands & Tiny Teams
1 – Create a Page for a Book, Podcast or Project
For person-driven brands, the most important question concerning LinkedIn company pages is their relevance. If your business consists mainly of you or a very small team around you, you have better chances of gaining traction through a personal profile than a company page.
However, at a certain point, many solopreneurs want to build an online presence that goes beyond their personal brand. Consider your resources wisely, and think about launching a company page for a specific project, programme or offer first.
Many authors and podcast hosts have dedicated their LinkedIn company pages to their books or podcasts. Check out The Jordan Harbinger Show’s LinkedIn page for a dynamic yet surgically focused example.
2 – Tailor Company Page for a Specific Target Group
Another easily manageable solution for tiny businesses is to create a LinkedIn company page with the goal to attract a slightly different audience.
If your company caters to individuals and businesses alike, a company page tailored to bigger businesses establishes credibility, while the personal profile continues to gain traction among individuals.
Nonprofits & Start-ups
3 – Company Page to Speak to Funders
Nonprofits and start-ups often play quite a balancing act when catering their content to individuals or clients as well as potential funders, donors and other stakeholders. When you add often limited resources to the mix, the questions of “how” and “to whom” arise.
Speaking to different target groups with different needs and interests through one account risks leading to confusion. Many start-ups and not-for-profit organisations looking for funding have solved the problem by focusing their LinkedIn company page on donors’ and investors’ needs.
While staying simple, Room to Read guides interested visitors swiftly to their website to learn more and support the project.
4 – Support Talent Acquisition
If your organisation is keen to make the most happen with limited resources, a general LinkedIn company page might be a big project to take on. It’s also possible, despite the steady growth of the LinkedIn user base, that your clients aren’t active enough on LinkedIn for a steady presence and the resources it requires.
One target group is very active on the platform, regardless of the industry: talented job seekers. Marie Forleo International, for example, has grasped the concept and tailored its company page content to potential new hires instead of potential new clients.
Comms Teams & Big Businesses
5 – Company Page for the Company Voice
For bigger companies, the question of “whether or not” doesn’t even appear: it’s obvious that a credible company needs at least a basic LinkedIn company presence.
For them, especially in the early stages, the question is how to get visibility, as company pages don’t, at least for the time being, enjoy the same visibility as individual posts do.
A good strategy for growing companies is to leverage employee advocacy and set up a strategy and materials that support individuals in the company to share the company’s content and message. Steady routines, message templates, training and time go a long way in setting the plan in motion.
When Setting up a LinkedIn Company Page…
When setting up and optimising your LinkedIn company page, keep these five guidelines in mind:
- Be clear about the strategy and purpose of the company page. What are the goals, and how are they measured?
- Adapt the content: from topics to graphics to the tone of voice. Replicating content without adjustments risks coming across as inauthentic.
- Consider the alternative strategies. For one-person brands and strongly personality-driven brands, a personal profile with the crater mode turned on can get better results with smaller investments.
- Groups are an option, too. They work especially well, when gathering together a group of people tied by similar interests or values.
- Evaluate your strategy at regular intervals, at least once a year. Platforms like LinkedIn change constantly, and the best ways to leverage them to reach your goals do, too.
If your LinkedIn page or profile could benefit from an external pair of eyes, download my 10-step Digital Presence template below or schedule your tailored 1:1 audit!
Together, we’ll evaluate the best strategy for your LinkedIn company page and polish it to guarantee it attracts the right people and nudges them to take action.