How to set up LinkedIn company page: A complete B2B guide

B2B companies are constantly looking for ways to stand out from their competitors. Increasingly, that means using social channels to connect with their target audience. One channel that is proving popular among businesses is LinkedIn.

The professional networking site has become the place where people go to find jobs and build relationships. So, it’s no surprise that more than half (52%) of B2B marketers say LinkedIn is key in customer acquisition strategies.

But if you’re not already using LinkedIn as part of your marketing mix, then it might be time to start. Here we’ll look at what a LinkedIn company page is, why they’re important and how you can create one.

What is a LinkedIn company page?

LinkedIn is the world’s largest professional network. Over 800 million professionals in over 200 countries use LinkedIn every month to find new opportunities or business contacts.

Forbes Magazine has described LinkedIn “as far and away, the most advantageous social networking tool available to job seekers and business professionals today. Far and away.”

LinkedIn is the preferred platform for B2B marketers. 

Here is why: Source

• 46M B2B decision makers on LinkedIn
• 10M C-Level Executives on LinkedIn
• 6M IT decision makers on LinkedIn

The top-tier audience is there.

Why is a LinkedIn company page important?

If you want to attract new customers or clients, having a LinkedIn company page will help you do this. It allows you to showcase your brand, products and services and engage directly with your ideal prospects.

A company page gives you access to all the features that make LinkedIn such an effective sales channel, including:

• Searchable company profile
• Company information
• Recommendations
• Insightful updates
• Links to other pages on LinkedIn

A company page also helps you to establish yourself as an expert within your industry. This will give you credibility when speaking about your product or service.

It also makes it easier for potential customers to find you online.

And finally, a company page shows prospective customers that you’re serious about building your reputation as an authority in your field.

Plan your success with the right LinkedIn marketing strategy

Creating a LinkedIn company page isn’t difficult, but requires some planning.

You need to consider who you want to reach, what content you want to share and how often you plan to update your page.

When creating a company page, think about these questions:

• Who is your target market?
• What kind of content would they like to read?
• How frequently do you plan to post?
• How much time each week do you have to dedicate to updating your page?
• Do you have any special requirements? For example, do you need to add specific keywords to your page?

Once you’ve answered these questions, you can begin setting up your company page.

Now, you don’t need to spend hours on Google searching for instructions on how to set up your B2B Linked company page. This article is your ultimate complete step-by-step instructions to create your very own LinkedIn Company Page.

There are four parts to setting up a successful LinkedIn company page for your B2B business:

• Part 1: Register your company name 
• Part 2: Build your company page
• Part 3: Add Cover Image
• Part 4: Grow your Company Page

Let’s look at each part of this process one by one.

Linked Company Set up: Step-by-step guide

LinkedIn company pages are a great way to get ahead in your competition and to gain more visibility – but only if you know exactly how to set them up correctly.

There’s a vast difference between setting up a simple company page and creating a successful company page.

With accurate, optimized, and complete information, you are helping companies and individuals make a better decision to either follow or engage with your company.

Once you’re ready to publish your company page, you can do so by clicking on the “Create New Company Page” button from your personal profile (yes, you need one). The next step involves selecting the type of page you would like to create.

From your LinkedIn personal profile (yes, this is required), select the drop-down arrow in “Work” to “Create a Company Page.”

Then once you click the create a company page button, you have three options. Pick one suitable for you:

1. Small business: Select this if you have less than 200 employees.

2. Medium to large companies. Select this if you have over 200 employees.

3. Educational institution

Note: Regarding the showcase page, use it only if you have an existing company page already. In most cases, however, a company page alone should suffice.

Once you have picked the right business page type for you, you are now ready for the step-by-step guide to creating a stellar LinkedIn company page.

PART 1: Register your LinkedIn company name

Your B2B company LinkedIn page identity

1. Name: Name of your company

Company name can be changed in the future, but that changing it will not change the LinkedIn public URL automatically. 

The public URL is your LinkedIn permalink.

Important: It is easy to change the company name but not the URL. Should you want to change your LinkedIn URL, you may need to contact LinkedIn. Hence, I highly recommend doing this right the first time.

Character limit: Up to 100 characters.

2. LinkedIn Public URL: Whatever company name you put on #1 will become your permanent LinkedIn public URL. Get this right during set up. 

3. Website URL: This is straightforward; this is your company’s website.

Note: LinkedIn requires that your company name must align with your website name.

Company Details

4. Industry: These are the different industries listed on LinkedIn currently. You may pick one.

5. Company Size: How many employees do you have? 

Here are your choices if you have a mid-size to large company:

• 201-500 employees
• 501-1,000 employees
• 1,001-5,000 employees
• 5,001-10,000 employees
• 10,000+ employees

6. Company type:

Select one.

• Public Company
• Self-employed
• Government agency
• Nonprofit
• Sole proprietorship
• Privately held
• Partnership

Profile Details

7. Company Logo

Dimensions for your logo: 300×300 px
Logo with either of these image file types is acceptable: JPG, JPEG and PNG

8. Tagline

This is part of the top-fold of your company information. And for your audience or anyone searching your product or service, they will see immediately below your LinkedIn company name.

So, briefly describe what your company does.

Make it captivating.

Make it relevant to your audience.

Character limit for this is 120.

9. Verify Authority

Check this box to signify that you are the company’s authorized representative.

You can add page admins and ad admins later.

10. Create

To register and publish the page, click the “Create” button.

Congratulations! You have just created, or registered, your B2B company’s LinkedIn page!

But wait you are not done yet!

If at this point you wanted to take a break you may do so…. then come back at this point here for Part 2. 

PART 2: Build your LinkedIn company page 

Once you’ve published your LinkedIn company page, you can find it in the drop-down arrow of your profile, then proceed to”Edit your Page” to build your company page.

11. CTA Button
The CTA button sits on the top-fold of your LinkedIn company page. If you want to grow traffic to your website using LinkedIn, then do not skip this part.

It is below the company name and above the different tabs of your company page that are visible to all LinkedIn users.

Select the call-to-action button on the LinkedIn page you want to use. Your choices are:

• Contact us
• Learn More
• Register
• Sign up
• Visit Website

I recommend that you use the Google UTM parameter tool to track the CTA that best drives more LinkedIn users to your website or your landing page. 

12. URL of your CTA

Aside from your website URL, you can add a custom URL. This is the URL for your custom button, see #9.

You can put here your website URL or a landing page you think is a must-visit by your audience.

I know you know this already, but make sure that the URL landing page matches the CTA button. If it’s an event to your live webinar, then the landing page should be where you want them to register.

13. About or Company Description

Lead-in with useful information and keywords for your users.

Why? 

Although LinkedIn allows companies to input up to 2,000 characters, LinkedIn truncates the company description. Hence, make sure that what your target audiences see relevant information to compel them to follow your company and engage with you.

In our case, it only showed the first 45 words on the company description, then the LinkedIn user must click “See more” to see the rest.

14. Phone Number (optional)

You may or may input your company phone number here.

15. Year Founded

This part is straightfoward.

16. Specialties

What is your expertise?  What does your core product offering do for your audience segments?

Why should you not skip the specialties part of your LinkedIn company page?

Your company’s specialties can be used as keywords for your company page, which help people find your business more easily. It is searchable, so use up as many as you can think of that apply to your products or services.

The more specialties you add, the more the keywords that you are using to help others to find your product or your service. Never miss this yet another opportunity to optimize in order to get found on LinkedIn by your audience in mind – business connection, industry thought leaders, your community, and your target audience.

You can list up to 20 specialties. Use synonyms.

 17. Workplace Module (Optional)

This is a great tool if you use LinkedIn to hire employees. You may turn it on or off. Here are the options in this section:
– On-site
– Hybrid
– Remote

18. Location

Add your office address here. If you have multiple locations, you can add it here too and select one as your HQ or primary location.

Don’t want to put your office address? That is okay. You can just use the city or the country where you are located.

19. Hashtags

Hashtags are just yet another tool to help your audience find you.

Use relevant hashtags here. Pick the hashtag that is common to your audience – but relevant to your business.

Note: You are allowed to use up to 3 hashtags.

20. Featured Groups (Optional)

If your company has a LinkedIn group you want people to know about, you may add it here.

21. Manage Languages

PART 3: Cover image of your LinkedIn company page

Upload a suitable cover image to your LinkedIn company page. Keep the cover image crisp and clean and distraction-free. Don’t clutter it with unnecessary visual elements.

Make sure that the image is not too small. The maximum dimensions should be 1200 pixels (w) by 600 pixels (h). But LinkedIn recommends these image dimensions for the cover photo: 1128 pixels (w) x 191 pixels (h).

You can upload your cover image from your computer via the web browser. Just click the pencil icon to add a cover image.

PART 4: Grow your new LinkedIn company page

I think the primary building blocks for developing meaningful relationships with business professionals are trust, authority, expertise, and values. Trust is earned over time, authority built by consistently showcasing knowledge through helpful and insightful anecdotes, and values illustrated through how the brand humanizes itself by leveraging technology at scale.

– Jason Miller, Brand Marketing Lead, Microsoft

LinkedIn Company pages aren’t designed to simply show off your products or services like other social networks. They’re there to help you build connections with potential customers and partners. 

Here are 7 quick tips to grow your new company LinkedIn page:

1. Invite employees to follow your LinkedIn company page. With employees linked to your business page, you can suggest post content to your employees.  
2. Invite existing connections to follow your business page.
3. Post relevant content. You can leverage content suggestions or just go to your LinkedIn activity to see what works for your audience.
4. Proactively engage as the brand to get seen more.
5. Use LinkedIn ads to promote your products and services. LinkedIn, like other social media channels, is pay-to-play to get seen more by your potential market. With so much competition vying for attention from your target market, compliment paid advertising with your organic marketing campaign. 
6. Check the LinkedIn insights to see how you are doing in terms of content and your targeting. 
7. Use Google analytics to measure the impact of your LinkedIn company page on your business.

Take your LinkedIn Company page to the next level

While LinkedIn is primarily used for connecting with people within your industry, it can also be a powerful tool for generating leads and building relationships. It should reflect your company branding, but also serve as a marketing tool.

The key question is whether your Company Page is working for you. Can you demonstrate to prospects why they should choose you? If you’re not sure where to start or what the best strategy is, my team and I can take that load off from you.

I (Ruby) have been working with B2B companies for over two decades, helping them build stronger connections with their ideal client base. I’ve worked with a variety of industries including IT (construction and property/home), consulting, manufacturing, education, finance and more!

If you want to use LinkedIn effectively to grow your business, contact me today.