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LinkedIn Company Page
5 goals for a company profile on LinkedIn
We’ll show you the 5 goals a LinkedIn company page should meet. As a company, you should pursue concrete goals and develop a LinkedIn marketing strategy according to them. We show you in the video which 5 goals these can be.
LinkedIn has been one of the world’s most important online business networks for years. In total, the platform currently has more than 875 million users, with 18 million in German-speaking countries. In addition to the networking aspect, LinkedIn is also an excellent channel to showcase a company or brand, share important content, or even actively advertise. To achieve maximum success on LinkedIn, in addition to a professional profile, the most important thing is a suitable strategy. If you want to create a LinkedIn company page and use the network effectively, you should have five key goals (defined by us below) from the start.
LinkedIn company page - 5 goals
Creating a company profile on LinkedIn is relatively quick and easy to do. However, it is more complicated to develop a successful strategy. Since a LinkedIn profile is used as a corporate presence, such a page must also be able to meet these requirements. So that you know what content you need for this, let’s now take a closer look at the goals of a company website.
Goal number 1: Branding
The Company Page is the most important branding tool for brands on LinkedIn. Also, this will show up in the work experience of current and former employees, and in turn, employee contacts can find you. For this reason, you should share meaningful images with your branding and important information about the company on the page.
A professional LinkedIn company profile includes a profile picture and a background image, which meet certain basic requirements. Depending on the company and its orientation, different variants come into question here, for example, the company logo or the management as a profile picture. The design options are as individual as the company itself. Nevertheless, everything should follow a uniform design and, if possible, reflect the corporate design.
In the best case, the profile picture and the background picture form one unit. This may not always be possible, but it can strengthen and round out the overall impression of the profile. When it comes to the background image, it has become established practice for LinkedIn company profiles to use at least the following three elements:
- A person in an active action.
- A short message that succinctly sums up the company’s services and the added value for the customer.
- A call to action (Visit our website; Contact us today, or similar).
Keep these tips in mind whether you have your LinkedIn profile created or create it yourself.
Corporate communication as a goal for the LinkedIn company page
The company page on LinkedIn should display current events and any company or industry activity that adds value. To be perceived as a brand, visitors to your profile need to be informed about the news, information and updates about your brand. If you do, your employees will likely comment and share those posts in turn, giving you more reach. The site becomes a serious blog through these contributions, which arouses the interest of users and stimulates discussion.
When you create a LinkedIn company profile, you shouldn’t wait long to share the first content, but rather distribute content regularly from the beginning with a well thought-out strategy. While there is definitely room for experimentation, your posts should still follow a consistent style.
Networking on LinkedIn
All currently employed staff should be connected to your company site. This way, business contacts who may come to your company page via employee profiles can find the right contacts on LinkedIn. For job seekers, LinkedIn is a one-stop shop. That’s why it’s important to make all open positions visible on your profile, showing as openly as possible how you work and what your visions are.
Job seekers aren’t the only ones to socialize with. Whether customers, additional event attendees or potential new business partners. Networks like LinkedIn are there for exchange, and you should make good use of them. Liking, commenting and sharing is just as important a part as creating and posting your own content. Furthermore, even in digital times, it is still important not to leave the analog world completely out of the equation. Especially when it comes to human relationships, it’s still worth going to networking events and exchanging ideas with digital contacts in real life.
Advertising on LinkedIn
All advertising campaigns are placed on LinkedIn via your company page. Since every campaign starts from you, your page should support the impact of your campaigns.
In total, LinkedIn offers four different display formats:
- Sponsored Content
Sponsored content allows you to target ads that are displayed to the specific professional group you want to reach. - Message Ads
This format allows sending personalized messages to potential customers and prompting them to take an immediate action. - Dynamic Ads
Dynamic Ads are ads that are tailored to each individual member of the respective target group. The format relies on the profile data of the individual members and uses, for example, photo, age or job title for personalized ads. - Text Ads
This is LinkedIn’s own PPC (pay-per-click) ad format, with which campaigns can be executed particularly quickly and efficiently.
Of course, these four formats can also be combined to create effective campaigns. But LinkedIn is also just a channel. If you still lack a holistic social media strategy, we at eBakery are happy to help you as a social media agency. Make an appointment directly.
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